BSc Computer Science and Mathematics

The unit enables students to critically analyse a range of issues that business managers face using a range of business tools and techniques.  The tools are explained in lectures and students are then encouraged to apply them in separate case study sessions.  Analysis often reveals a number of conflicting factors and students are required to make judgements based on evidence that justifies their decisions.

Available to Computer Science students ONLY.

This unit cannot be taken with MCEL30001/MCEL30002 or MCEL30011/MCEL30012.

The unit aims to:

• Explore the role of enterprises competing in a market.
• Critically evaluate the issues to be considered in developing and bringing to market a knowledge based idea.

Strategy, the Market and Planning (1)

• What does a business do?
• The external macro environment
• Industry analysis

 PESTEL Case Study

Strategy, the Market and Planning (3-4)

• Competitor analysis
• Positioning within a market
• Marketing strategy, incl. the 4 Ps
• Product development and renewal

Directed Reading – forms of business and funding
Strategy, the Market and Planning (5)

• Marketing Research
• Business Sustainability

 Technology Exploitation

• Developing and protecting intellectual property

Lectures

The unit will be delivered as a series of lectures with case studies and in- class activities for students to work on both alone and in small informal groups. 

The lecture will be supported by Blackboard including  lecture notes, case studies, resource web links,  discussion boards and wikis.

KU1 Explain the essential elements of good business strategies and planning using the main tools of financial management

KU2 Describe how business risks are identified and managed

KU3 Identify and explain the main issues in developing and resourcing a plan to meet given objectives and describe and explain alternative ways in which organizations may operate and develop

IS1 Effective business/project planning

IS2 Design and evaluate basic business strategies to meet a given set of objectives

IS3 Compile and manipulate financial statements, cash flow, balance sheet, profit and loss

IS4 Identify and assess business risks and describe how they may be managed

IS5 Propose a workable plan that could be used to implement a given strategy, such as finding sources of funding

PS1 Use software tools and packages to research, plan and present information

TS1 Identify, gather and process information from a variety of Sources including market research data and financial data

TS2 Utilise problem solving skills and apply to “real world” examples

TS3 Develop, structure and communicate ideas effectively including presenting a financial plan

TS4 Develop commercial awareness

Formative assessment

Exam question based on week 2 case study

In class activities

Summative assessment

Examination 100%

• Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.
• Your lecturer will reply to brief individual questions at the end of each lecture session, if there are a few minutes to spare.
• Your lecturer will provide brief replies to your e-mailed enquiry.
• Your lecturer may feedback messages to the whole class via Blackboard if the point that you have raised could be of benefit to the whole class.

 Main Texts

•        "Exploring Corporate Strategy", G Johnson, K Scholes and R Whittington, Published by Prentice Hall

•        "The Business Enterprise Handbook", Colin Barrow, Robert Barrow, Liz Clarke, Published by Kogan Page

Recommended Reading

•        "Competitive Strategy", Michael Porter, Free Press

•        "Marketing Research for Managers", Crouch & M Housden Butterworth-Heinemann

Additional References

•        "Strategic Entrepreneurship - A Decision Making Approach". Philip Wickham, Published by Prentice Hall

•        "Principles and Practice of Marketing", David Jobber, Published by McGraw-Hill 2001 ISBN 0077096134

Available to Computer Science students ONLY.

This unit cannot be taken with MCEL30001/MCEL30002 or MCEL30011/MCEL30012.

For Academic Year 2024/5

Updated: March 2024

Approved by: March UG Committee