Directing a business during a period of rapid growth is intellectually challenging and is essentially a team activity, where although directors contribute individually, the board acts as one.  Every functional role must work together to create value for customers and advantage over competitors.

The aim of the module is to simulate the experience of directing and expanding a business, through research and development leading to new and improved products and the search for new markets.  The board must also improve productivity, manage human resources and take responsibility for finance and accounting issues.

By the end of the module students will be able to:

• demonstrate a comprehensive knowledge and understanding of the importance of a coherent board, setting objectives and formulating strategy, and the need to balance the expectations of a wide range of stakeholders;
• identify and explain the linkages between marketing decisions and overall business strategy;
• critically analyse the financial consequences of marketing decisions;
• identify and critically appraise alternative methods of financing marketing investments;
• critically appraise ways in which research and development can improve customer satisfaction;
• critically evaluate how a motivated work force and capital expenditure can improve productivity.