BUSINESS STUDIES
Diploma | Advanced Diploma
Course Structure
The Diploma in Business Studies – Part 1




International Business Communications
Business Management & Administration
Numeracy & Statistics
Marketing
(The ICM Certificate in Business Studies is awarded on completion of all Part 1 subjects)
The Diploma in Business Studies – Part 2




Accounting
Economics for Business
Business Law
Organisational Behaviour
(The ICM Diploma in Business Studies is awarded on completion of all Part 1 and 2 subjects)
The Advanced Diploma in Business Studies – Part 3




Strategic Management
Marketing Management
Human Resources Management
Customer Service
(The ICM Advanced Diploma in Business Studies is awarded on completion of all Part 1, 2 and
3 subjects)
Entry Requirements







DBS & other recognised Diplomas
WASSCE / SSSCE
‘O’ & ‘A’ Level
RSA
NVTI
Stenography
etc
Programme Objectives
To provide prospective business and management students with a body of knowledge which
will:



increase their employment opportunities
prepare them for eventual supervisory and management careers in industry and commerce
provide them with a qualification which will enable them to progress to higher level general
management or specialised business programmes at a later stage in their business or
academic careers.
The programme is also suitable for working supervisors and managers who require recognised
business qualifications for career advancement or promotion purposes.
The Diploma in Business Studies – Part 1
International Business Communications
Main Topics of Study:
The process of communication
 The objectives of communication
 The meaning of words
 Non-verbal communication
 The context or situation
 Barriers to communication
 Why? Who? Where? When?
 What? How?
 Planning the message
 Summary – how to communicate
Speaking effectively
 Basic speaking skills
 Qualities to aim for when speaking
 Summary – good speaking
Listening
 Listening- the neglected skill
 Reasons for improving listening
 Are you a good listener?
 Ten aids to good listening
 Summary – good listening
Human interaction and non-verbal communication
 Metacommunication and paralanguage
 The language of silence
 The language of time
 Body language or kinesics
 The underlying psychology: NLP, El and TA
 Conflict between verbal and non-verbal communication
 Summary – the importance of paralanguage in human interaction
Talking on the telephone
 Telephone problems
 Basic telephone rules
 Switchboard operators
 Making a call
 Gathering information by telephone
 Answering the telephone
 Voicemail
 Mobile phone manners
 Summary – good telephoning
Interviewing
 Interviewing weaknesses
 What is an interview?
 The purposes of the interview
 Types of interview information
 How to plan an interview
 Structuring the interview
 How to question and probe
 Summary – Interviewing
Being interviewed for a job
 Preparing – the organisation
 Preparing – know yourself
 At the interview
 Tips to remember
 Summary – being interviewed for a job
Communicating in groups
 Advantages of groups
 Disadvantages of groups
 Factors affecting group effectiveness
 Summary – making groups and committees work
Running and taking part in meetings
 Chairing meetings
 Decision-making methods
 Responsibilities of participants
 Duties of officers and members
 The agenda
 The minutes
 Videoconferencing and audio-conferencing
 Formal procedure
Giving a talk
 Techniques of public speaking
 Preparation
 Developing the material
 Opening the talk
 Closing the talk
 Visual aids
 Use of notes
 Practising the talk
 Room and platform layout
 Delivery of the talk
 Summary – being a good speaker
Using visual aids
 General principles
 Whiteboards
 Flip charts
 Build-up visuals
 Physical objects
 Models and experiments
 Overhead projector
 Data projector
 Slide projector
 Videos
 Closed circuit television and video
 Points to remember about visual aids
 Video and DVD hire and purchase
 Summary – being in control of visual aids
Faster reading
 How do you read?
 The physical process of reading
 Ways of increasing your vocabulary
 Summary – faster reading
Better reading





Determine reading priorities
Scanning
Skimming
SQ3R method of reading
Summary – better reading
Writing business letters
 Why good letter-writing matters
 Backing up the phone call or meeting
 Planning a letter
 Layout and style
 The structure of a letter
 Dictating
 Standard letters
 Summary – writing business letters
Applying for a job
 What sort of job do you want?
 What is available and what are they looking for?
 The application itself
 Job-hunting on the Internet
 Summary – applying for a job
Writing reports
 What is a report?
 Types of report
 Essentials of a good report
 What is the purpose of the report?
 Fundamental structure
 Format, layout, headings and numbering
 Long formal reports
 House style
 How to get started
 Setting your objective
 Researching and assembling the material
 Organising the material and planning the report
 Writing the first draft
 Editing the report
 Producing the report
 Summary – report writing
Memos, messages, forms and questionnaires
 Memos
 E-mail
 Fax
 Postcards and reply cards
 Text messaging
 Forms and questionnaires
 Summary – other writing tasks
Visual communication
 When to use charts and graphs
 Presentation of statistical data
 Presenting continuous information
 Presenting discrete or non-continuous information
 Presenting non-statistical information effectively
Getting to grips with grammar
 Why does grammar matter?
 What is grammar?




How good is your English?
The parts of speech in brief
The framework of English
The architecture of the sentence
Common problems with English
 Subject-verb agreement
 Problems with verbs
 Problems with adjectives
 Problems with adverbs
 Problems with pronouns
 Problems with prepositions and conjunctions
 Problems with ellipsis
 Problems with negatives
 Revision of grammar
Appendices
 A Punctuation made easy
 B Using capitals
 C Using numbers
 D Business cliches or ‘commercialese’
 E Commonly misused and confused words
 F Ten (simple?) rules of spelling
 G Commonly misspelled words
 H Tips on modern business style
 I Differences between men and women communicating
Business Management & Administration
Main Topics of Study:
The Organisational Background to Business Administration
The Management Framework to Business Administration
 What are Business Administration and Management?
 The Board of Directors
 Functions within an Organisation
 The ‘Systems’ Approach to Organisation
 Planning-Control Feedback Cycles
Characteristic Features of Organisations
 The Structure of Organisations and the Need for Authority
 The Features of Bureaucratic and Non-Bureaucratic Organisations
 Traditional Principles and Types of Organisation
 More about Systems & Subsystems
The Structure of Business Enterprises
 The Pattern of Organisations
 Business Types including; Sole-Trder Enterprises, Partnerships, Limited
Partnerships, The Limited Liability Company, Non-Profit-Making Units (Clubs &
Societies), Public Enterprises
 Public Sector Organisations; Autonomous Public Corporations, Nationalised
Industries, Local Government Institutions, Central Government Departments
Functions within Organisations
The Production Function:
 The Production Process and Types of Production
 Site Selection & Factory Planning







Plant & Equipment
Materials & Materials Handling
Production Administration
Costing Aspects of Production
Work Study
Maintenance & Production
CAD, CAM & CIM
The Purchasing Function:
 The Nature of Purchasing and the Role of the Purchasing Officer
 Purchasing Department Procedures, Inventory Control, Stores Control and
Economic Order Quantity
The Research & Development Function:
 The Functions of the Research & Development Department
 Basic Research
 Problem-Based Research
 Ideas Generation
 Applied Research & Development
 Patents, Trade Marks & Service Marks
 Research & Development in the Business Organisation
The Marketing Function:
 Introduction to Marketing and The Marketing Philosophy
 Market Analysis & Research
 Promotion, Publicity & Public Relations
 Pricing Policy
 Credit Control
 Sales Administration
 Transport & Distribution (Logistics)
 Export Marketing
Personnel Department:
 The Need for Staff
 The Functions of the Personnel Department and a Personnel Policy
 Employee Records
 Promotion, Transfer, Termination & Dismissal
The Administrative Officer’s Role
 Industrial Relations Practice
 The Remuneration of Staff
Office Administration:
 The Role of the Administrative Officer
 Facilities Management – The ‘New-Look’ Office Administrator
 The Office & its Functions
 The Clerical Function, Business Correspondence, Mail Inwards, Mail
 Outwards, Systems for Producing Business Correspondence.
 Meetings, Conferences, Functions and Delegation
Other Responsibilities of the Administrative Officer:
 The Organisation & Methods Department
 Security Aspects of Business
 Risk Management
 The Environment of Organisations
 What is a Claimant?
 Assessing the Impact of Claimants
Numeracy & Statistics
Main Topics of Study:
Using a Calculator:
 Approximations
 Estimation
 Degrees of Accuracy
 The Keys of a Calculator
 Standard Form
Fractions:
 Types of Fraction
 Equivalent Fractions
 Operations Involving Fractions
 The Conversion Between Fractions & Decimal Fractions
Ratio and Proportion:
 Ratio
 Division in a Given Ratio
 Direct Proportion
 Scale Diagrams & Models
Measurement:
 Metric and Imperial Units
 Conversion Between Metric & Imperial Units
Percentages:
 Percentages
 Finding a Percentage of an Amount
 Increasing & Decreasing an Amount by a Given Percentage
 Expressing One Quantity as a Percentage of Another
Wages & Salaries:
 Basic Pay
 Overtime Rates
 Commission
 Piecework
 Deductions from Pay
Travel:
 Foreign Currency
 Time
 Timetables
Sampling, Surveys, Questionnaires:
 Surveys
 Censuses
 Samples
 Sampling Methods
 Bias
 Questionnaires
 Pilot Surveys
 Hypothesis Testing
Classification & Tabulation of Data:
 Tabulation
 Classification of Data
 Tally Charts
 Frequency Tables
Statistics on Display:
 Pictorial Representation of Data






Pictograms
Bar Charts
Pie Charts
Line Graphs
Frequency Polygons
Drawing Inferences from Diagrams
Averages & Range:
 The Arithmetic Mean
 The Mode
 The Median
 The Use of Mean, Mode & Median
 The Mean & Median of a Frequency Distribution
 Range
Cumulative Frequency:
 The Cumulative Frequency Curve (or Ogive)
 The Median
 The Interquartile Range
 Percentiles
Probability:
 Introduction
 Probability From Theory and Experiment
 Simple Probabilities
 Simple Laws of Addition
 Possibility Space
Networks & Decision Trees:
 Networks
 Decision Trees
Algebra:
 The Basics of Algebra
 Indices
 Brackets
 Common Factors
 Equations
 Harder Equations
 Trial & Improvement
 Flow Diagrams
 Sequences
 Formulae
Graphs:
 Graphs & Curves
 The Interpretation of Graphs
 Graph Plotting
 Conversion Graphs
 Cartesian Coordinates
 Straight Line Graphs
 Gradients & Intercepts
Geometrical Shapes:
 Lines & Angles
 Polygons
 Circles & Angles
 Tessellations
 2D
 Representation of 3D Objects
Mensuration:




Perimeters of Polygons
Area
The Circumference and Area of a Circle
Volume
Time & Travel Graphs:
 Distance-Time Graphs with Straight Lines
 Distance-Time Graphs with Curves
 Velocity-Time Graphs
 Growth & Decay
Further Algebra:
 Simultaneous Equations
 Inequalities
 Removing Brackets
 Rearranging Formulae
Marketing
Main Topics of Study:
Concept & Process of Marketing
The Marketing Concept:
 Evolution of Marketing
 Business Orientations
 Societal Issues & Emergent Philosophies
 Customer & Competitor Orientation
 Efficiency & Effectiveness
 Limitations of the Marketing Concept
Marketing process overview:
 Marketing Audit
 Integrated marketing
 Environmental Analysis
 SWOT Analysis
 Marketing Objectives
 Constraints
 Options
 Marketing planning
Costs and benefits:
 Benefits of Building Customer Satisfaction
 Service and Customer Care
 Relationship Marketing
 Customer Retention
 Customer Profitability
 Total Quality Marketing
Segmentation, Targeting & Positioning
Macro-environment:
 Environment Scanning
 Political, Legal, Economic
 Socio-cultural, Ecological & Technological Factors
Micro-environment:
 Stakeholders (Organisation’s Own Employees, Suppliers, Customers,
Intermediaries, Owner’s Financiers, Local Residents, Pressure Groups &
Competitors)


Direct & Indirect Competitors
Porter’s Competitive Forces
Buyer Behaviour: Dimensions of Buyer Behaviour
 Environmental Influences
 Personal Variables – Demographic, Sociological, Psychological-motivation,
Perception & Learning
 Social Factors
 Psychological Stimuli
 Attitudes
 Other Lifestyle & Life Cycle Variables
 Consumer & Organisational Buying
Segmentation:
 Process of Market Selection
 Macro & Micro Segmentation
 Bases for Segmenting Markets: Geographical, Demographic, Psychographic &
Behavioural
 Multivariable Segmentation & Typologies
 Benefits of Segmentation
 Evaluation of Segments & Targeting Strategies
 Positioning
 Segmenting Industrial Markets
 Size
 Value
 Standards
 Industrial Classification
Marketing mix
Products:
 Products & Brands – Features, Advantages & Benefits
 The Total Product Concept
 Product Mix
 Product Life-cycle & Its Effect on Other Elements of the Marketing Mix
 Product Strategy
 New Product Development
 Adoption Process
Place:
 Customer Convenience & Availability
 Definition of Channels
 Types & Functions of Intermediaries
 Channel Selection
 Integration & Distribution Systems
 Franchising
 Physical Distribution Management & Logistics
 Ethical Issues
Price:
 Perceived Value
 Pricing Context & Process
 Pricing Strategies
 Demand Elasticity
 Competition
 Costs
 Psychological
 Discriminatory
 Ethical Issues
Promotion:












Awareness & Image
Effective Communication
Integrated Communication Process
Promotional Mix Elements
Push & Pull Strategies
Advertising Above & Below the Line
Packaging
Public Relations & Sponsorship
Sales Promotion
Direct Marketing & Personal Selling
Branding
On-line Marketing
Different Marketing Segments & Contexts
Consumer Markets:
 Fast-moving Consumer Goods
 Consumer Durables
 Co-ordinated Marketing Mix to Achieve Objectives
Organisational Markets:
 Differences From Consumer Markets
 Adding Value Through Service
 Industrial
 Non-profit Making
 Government
 Re-seller
Services:
 Nature & Characteristics of Service Products – Intangibility, Ownership,
Inseparability, Perishability, Variability
 Heterogeneity – the 7Ps
 Strategies
 Service Quality
 Elements of Physical Product Marketing
 Tangible & Intangible Benefits
International Markets:
 Globalisation
 Standardisation Versus Adaptation
 The EU / Benefits & Risks
 Market Attractiveness
 International Marketing Mix Strategies
The Diploma in Business Studies – Part 2
Accounting
Main Topics of Study:
Introduction to Accounting:
 What is Accounting?
 Business Organisations and Sources of Finance
 Introducing Financial Statements: The Profit and Loss Account and the Balance
Sheet
 The Role of the Accountant and the Accounts Office
Supply Information for Management Control:
 The Purpose of Management Information
 The Use of Cost Centres and Coding of Costs
 Providing Comparisons on Costs and Income
 A Brief Introduction to Wages
 Control Accounts: Sales and Purchase Ledger Control
The Construction of Financial Statements:
 Financial Statements: The Calculation of Profits
 Adjustments: Accruals, Prepayments and Drawings
 Adjustments: Bad Debts and Provisions for Debtors
 Depreciation of Fixed Assets
 Partnership Accounts
 Company Accounts
 Accounts of Clubs and Societies
 The Extended Trial Balance
Using Accounting Information:
 Accounting Ratios and Preparing Reports
 Accounting Standards: Statements of Standard Accounting Practice and Financial
Reporting Statements (SSAPs and FRSs)
 Accounting for Stocks
 Manufacturing Accounts
 Marginal Costing
 Budgeting
Economics for Business
Main topics of study:
The Nature & Scope of Economics:
 The Nature & Scope of Economics
 The Development of Economic Society
 The Economic Problem: Scarcity Choice and Opportunity Cost
 Alternative Economic Systems
Production:
 The Economic Background to Production
 Specialisation and the Division of Labour
 Business Organisations
 Factors of Production
 The Scale of Production and Economies of Scale
 The Location of Production
The Theory of Price Determination:
 Demand
 Supply
 Price Determination
 Concept of Elasticity
 Applications of the Demand and Supply Model
Market Structures:
 Competitive Markets – the Institutions where Price is Decided
 Monopoly
 Oligopoly
 Imperfect Competition (Monopolistic Competition)
 Public Policy Towards Competition
Factor Markets and Rewards to Factors:
 Rewards to Factors: Distribution Theory
 Land & Rent
 Labour & Wages
 Capital & Interest
 Entrepreneurship & Profit
 Economic Rent
Market Failure:
 Market Imperfections
 Externalities
 Public Goods and Merit Goods
 Imperfect Information
 Dealing with Market Failure
Money & Banking:
 Functions of Money
 Financial Institutions
 Central Banking
Macroeconomics:
 Basic National Income Accounting
 Use of National Income Statistics
 Economic Policy
 Circular Flow Analysis
 Consumption, Savings and Investment
 National Income Equilibrium
 Multiplier and Accelerator
Unemployment & Inflation:
 Types of Unemployment
 Costs of Unemployment
 Causes of Inflation
 Costs of Inflation
Economic Policy Instruments:
 Taxation, Government Spending and Budgets
 Fiscal Policies
 Money and Monetary Policy
 Supply Side Measures and Privatisation
International Trade:
 Absolute & Comparative Advantage
 The Principle of Free Trade
 Protection – Types and Causes
 Free Trade, Customs Unions and Single Markets
 The European Union and Other Free Trade Areas



GATT and WTO
Balance of Trade and Payments
Dealing with Balance of Payments Problems
Globalisation and International Monetary Issues:
 Exchange Rate Determination
 Fixed and Floating Exchange Rate Systems
 Trade and Economic Development
 Transnational Enterprises
 Globalisation
Business Law
Main Topics of Study:
Contracts
Formation of Contract:
 What is a Contract?
 The Intention to Create Legal Relations
 Offer
 Termination of an Offer
 Acceptance
 Agreement without Offer & Acceptance
 The Nature of Consideration
 Executory, Executed & Past Consideration
 Sufficiency of Consideration
 Privity of Contract
Terms of Contract:
 The Terms of Contract
 Incomplete Contracts Conditions & Warranties
 Oral Evidence Relating to Contracts in Writing
 Representations & Contract Terms
 Implied Terms
 The Required Form of Contracts
 Exclusion Clauses
 The Unfair Contract Terms Act 1977
 The Unfair Terms in Consumer Contracts Regulations 1994
Vitiating Factors:
 Contractual Capacity
 Mistake
 Misrepresentation
 Duress
 Undue Influence
 Void & Illegal Contracts
Discharge of Contract:
 How a Contract Comes to an End
 Performance
 Agreement
 Breach of Contract
 Frustration
 Remedies Available for Breach of Contract
 Damages
 Action for the Price



Equitable Remedies
Limitation to Actions for Breach
Quasi-Contract
Agency:
 The Creation of Agency
 The Duties of an Agent
 The Rights of an Agent
 The Authority of an Agent
 Liability of the Parties
 Agents Acting for Undisclosed Principals
 Termination of Agency
 Special Types of Agent
Sale of Goods
Definition of a Contract for the “Sale of Goods”:
 Types of Goods
 The Price
 Terms Implied by the Sale of Goods Act 1979 & Changes made by the Sales &
Supply of Goods Act 1994 (S.14)
 Time of Performance
 Seller’s Title
 Description of the Goods
 Sale by Sample
 Satisfactory Quality & Fitness for Purpose
 Passing of Property & Risk
 Nemo Dat Quod Non Habet
 Delivery
 Acceptance & Rejection
 Remedies of the Parties, Romalpa Clauses
 The Supply of Goods & Services Act 1982
Consumer Credit and Protection
Consumer Credit:
 Forms of Consumer Credit
 What is a Regulated Agreement?
 The Classification of Regulated Agreements
 The Protection of Debtors
 Lenders Liability
 Termination of Credit Agreements
 Extortionate Credit Bargains
 Consumer Credit Licensing, Advertising & Canvassing
 Credit Cards
Consumer Protection:
 Consumer Protection
 Trade Descriptions
 Consumer Safety
 Product Liability
Tort and Negligence Tort:
 Tort & Other Wrongs
 Wrong & Damage Distinguished
 Remoteness of Damage
 Vicarious Liability
 Strict Liability
 Defences to an Action in Tort
 Contributory Negligence
 Remedies in Tort






Conversion
Nuisance
Defamation
Definition
Libel and slander
Action and defences
Negligence:
 Negligence
 Duty of Care
 Breach of Duty of Care
 Res Ipsa Loquitur
 Consequential Harm
 Negligent Mis-statement
 Company Law
The Nature of a Company
 The Company as a Legal Entity
 The Veil of Incorporation
 Companies & Partnerships
 A Company’s Liability in Tort & Crime
 Public & Private Companies
 Holding & Subsidiary Companies
Formation of a Company
 Promoters & Pre-Incorporation Contracts
 Registration Procedures
 Commencement of Business
 Company Contracts
Memorandum & Articles
 Purpose & Contents of the Memorandum
 The Company Name
 Registered Office
 Objects
 Articles of Association
 Alteration of the Articles
 The Memorandum & Articles as Contracts
Meetings
 Types of Meeting
 Convening a Meeting
 Proxies
 Types of Resolution
 The Assent Principle
Liquidations & Other Insolvency Procedures
 Methods of Dissolution
 Liquidations
 Compulsory Liquidation
 Voluntary Liquidation
 Liquidation Committee
 Contributories
 Powers of Liquidators
 Duties of Liquidators
 Alternatives to Liquidation
 Administration Orders
 Voluntary Arrangements
Directors
 Appointment




Shareholdings
Termination of office
Disqualification
Powers and dealings
Partnerships:
 Definition
Organisational Behaviour
Main Topics of Study:
Introduction to Organisations
Organisation Structure
 Structural Perspective
 Elements of Organisation Structure
 Types of Job
 Line, Staff & Functional Structures
 Formal & Informal Organisations
 Designing Organisation Structure
 Centralisation & Decentralisation
Management
Scientific Management
 Taylorism
 Gilbreth
 Gantt
 Fordism
Bureaucracy & Roles
 Organisational Structuring
 Rules
 Roles
 Bureaucracy or Adhocracy
Classical Management Theory
 Henri Fayol
 Applicability of Theory
 Modern Classical Management Theory
Contingency Approach
 Contingency & Organisational Structure
 Determinism Versus Strategic Choice
 Technological Determinism
 Environmental Determinism
 Strategic Choice
 Environmental Strategic Choice
People in Organisations
Communication & Perception
 Interpersonal Communication
 Perception
 Non-Verbal Communication
Motivation
 Motives as Goals of Human Behaviour
 Motives as Individual Decision-Making Processes
 Social Process of Motivating Others
 Empowerment
Learning
 Learning Process
 Behaviourist Approach to Learning
 Cognitive Approach to Learning
 Behaviour Modification Techniques
 Socialisation & Feedback
Personality
 Definition
 Personality Types & Traits
 Stress & its Management
 Development of the Self
 Nomothetic & Idiographic
 Psychometrics
Groups and Teams in Organisations
Group Formation
 Group Level Analysis of Organisational Behaviour
 Historical Background to study of Groups
 Concept of a Group
 Formal & Informal Groups
 Homans Theory of Group Formation Stages of Group Development
Group Structure & Process
 Group Structure
 Status Structure
 Power Structure
 Linking Structure
 Role Structure
 Group Structure & Group Process
 Leadership Structure
 Communication Structure
Group Control
 Group Influences on Individuals’ Motivations
 Group Influences on Individuals’ Perceptions
 Group Socialisation of Members
 Group Influences on Individuals’ Attitudes & Behaviours
 Conformity to & Rebellion Against Authority
Group Effectiveness
 Effectiveness, Productivity & Satisfaction
 Factors Affecting Group Behaviour
 Making Groups Perform
 Group Cohesion
Development and Change: Issues and Challenges
Organisational Change
 The Contemporary Imperative
 Project Management & Participative Management
 Resistance to Change
 Understanding Change
 Business Process Re-Engineering
 Change Agent
Organisation Development
 Goals & Processes
 Levels & Models of Intervention
 OD Techniques
 OD Applications
 OD Consultant
Corporate Culture
 Rise of Corporate Culture Concept
 Models of Corporate Culture
 Corporate Culture & Economic Performance
 Changing Cultures
 Corporate Culture & Management Control
 National Cultures
Technology & Change
 Definitions & Predictions
 Determinism or Choice
 Politics of Technology
 Characteristics of Mass Production
 Socio-Technical Systems Analysis & Design
 Competing Socio-Technical Paradigms
 Advanced Technology & the Changing Nature of Work
Management Power and Control
Leadership & Management Style
 Functions of Leaders & Managers
 Leaders as Special People
 Leaders & Followers
 Context
 Culture
 Changing Leadership Style
Managing Conflict
 Perspectives on Organisational Conflict
 Functional & Dysfunctional Conflict
 Coordination & Conflict
Organisational Power & Politics
 Organisations – Rational or Political
 Organisational Politics
 Organisational Power
 Power & Influence
Management Control
 Perspectives on Management Control
 Nature of Management Control Mechanisms
 Strategies & Problems of Management Control
 Psychological Need for Control
 Social Control
The Advanced Diploma in Business Studies – Part 3
Customer Service
Main Topics of Study:
Introduction: What is Customer Service?
 Importance of Customer Service
 Understanding Customer Satisfaction
 Excellent Customer Service
 Five Needs of Every Customer
 Cost of Losing a Customer
Challenges and Solutions Challenges of Customer Service
 Elements of Success
 Barriers to Excellent Customer Service
 Power of Perceptions
 Understanding Expectations
 Levels of Expectations
 Scope of Influence
 Reputation Management
 Techniques for Exceeding Customer Expectations
 Keys to Credibility
 Importance of Values
 Ethics in Customer Service
 Current Status of Customer Service
 New Trends in Customer Service
Problem Solving
 Role of Problem Solving in Customer Service
 Creativity & Problem Solving
 Problems as Opportunities
 Confronting Conflict
 Problem Solving Process
 Problem Solving Strategies
 Development of Negotiation Skills
 Professional Approaches to Apologising & Conveying Bad News
 Barriers to Problem Solving & Decision Making
 Importance of Follow Up
Management and Strategy Strategy & Formulating a Plan for Success
 Why a Strategy
 Planning
 Importance of Infrastructure
 Culture
 High Touch & Low Touch Customers
 Segmenting the Market
 Developing a Strategy
Empowerment
 Importance of Mission & Purpose Statement
 Steps to Empowering Customer Service Providers
 Co-Production of Customer Service
 Why Co-Production Works
 Design of Systems
Communications Communications in Customer Service
 Building Customer Intelligence









Methods of Communication
Listening
Voice Inflection as a Customer Service Tool
Telephones & Customer Service
Words to Use/Avoid
Power Phrases
Power of Eye Contact
Appeal to the Senses
Communication & Technology
Managing Difficult Customers Coping with Challenging Customers
 Who are Challenging Customers
 Why they are Challenging
 Characteristics of Challenging Customers
 Respect
 Empathy
 Accepting Mistakes
 Benefits from Dealing with Challenging Customers
Motivation and Leadership Motivation
 What is Motivation
 Needs & Wants
 Motivating Factors
 Understanding Morale
 Self-Concept & Motivation
 Improving Self-Concept
 Power of Self Motivation
 Teamwork
 Motivating Others
Leadership in Customer Service
 Leadership Defined
 Knowing Yourself
 Formal & Informal Leaders
 Coach or Counsellor
 Characteristics of Excellent Leaders
 Leadership & Goals
 Creating a Customer Service Culture
 Benefit of Job Aids
 Leadership without Position
 The Boss as a Customer
Customer Retention & Measurement of Satisfaction:
 What is Customer Retention
 Value of Existing Customers
 Churn
 Developing & Improving the Customer Retention Programme
 Measurement of Satisfaction
 Sources of Information
 Benefits of Measuring your Effectiveness
 Determining your Effectiveness
 Surveys & Reality
 Business Benefits from Measuring Satisfaction
Customer Service in a Changing Marketplace:
 Today’s Changing Marketplace
 The Customer of the 21st Century
 New Technology
 Call Centres


The Internet
Enhancing Service Experiences & Building Customer Loyalty
Excellence in Customer Service:
 Excellence as the Goal
 Getting Started
 Rewards of Excellent Customer Service
Human Resources Management
Main Topics of Study:
Individuals & Groups:
 Individual Differences
 Perceptions
 Communications
 Motivation
 Industrial Psychology
 Behavioural Theories
 Research Studies
 Groups
 Group Dynamics
 Personal & Group Goals
Manpower Planning:
 Recruitment & Selection
 Interviewing
 Selection Testing
 Validation of Testing Procedures
 Training
 Systems Approach to Training
 On-Job Vs Off-Job
 Induction Programmes
 Personnel Records
 Use of Computers
Job Analysis:
 Job Description
 Job Specification
 Person Specification
 Job Rotation
 Job Enlargement
 Job Enrichment
 Job Evaluation
Development of a Human Relations Approach:
 Role of Personnel Department
 Nurturing Human Assets in a Business
 Career Development
 Counselling
 Welfare
 Participating in Decision-Making
 Supportive Management Styles
Industrial Relations:
 The Role of the Trade Union
 Moves Toward Industrial Democracy
 Strikes, Cause, Effect & Avoidance
Marketing Management
Main Topics of Study:
Marketing Management:
 The Critical Role of Marketing in Organisations & Society
 Laying the Groundwork through Strategic Planning
 Managing the Marketing Process & Marketing Planning
Analysing Marketing Opportunities:
 Marketing Information Systems & Marketing Research
 Analysing the Marketing Environment
 Analysing Consumer Markets & Buyer Behaviour
 Analysing Business Markets & Organisational Buying Behaviour
 Analysing Competitors
Researching & Selecting Target Markets:
 Measuring & Forecasting Market Demand
 Identifying Market Segmentation & Selecting Target Markets
Designing Marketing Strategies:
 Marketing Strategies for Differentiating & Positioning the Marketing Offer
 Developing, Testing & Launching New Products & Services
 Managing Products through their Product Life Cycle
 Deciding on International Market Entry
 Methods of Entry
 International Marketing programmes
Planning Marketing Programmes:
 Managing Product Lines, Brands & Packaging
 Managing Service Business & Ancillary Services
 Designing Pricing Strategies & Programmes
 Selecting & Managing Marketing Channels
 Managing Retailing & Wholesaling
 Designing Communication & Promotion-Mix Strategies
 Designing Effective Advertising Programmes
 Designing Direct Marketing, Sales-Promotion & Public Relations Programmes
 Managing the Sales force
 Managing Direct Marketing Operations
 Implementing Marketing Programmes
 Controlling Marketing Activities
Strategic Management
Main Topics of Study:
Nature of Strategic Management:
 Definitions
 Stages of Strategic Management
 Key Terms in Strategic Management
 Strategic Management Model
 Benefits of Strategic Management
 Business Ethics & Strategic Management
 Business & Military strategy
Strategies in Action:
 Types of Strategies
 Integration Strategies








Intensive Strategies
Diversification Strategies
Defensive Strategies
Guidelines for Pursuing Strategies
Mergers & Leveraged Buyouts
Generic Strategies
Strategic Management in Governmental Organisations
Strategic Management in Small Firms
Business Mission:
 Importance of a Clear Mission
 Nature of a Business Mission
 Components of a Mission Statement
 Writing & Evaluating Mission Statements
External Assessment:
 Nature of an External Audit
 Economic Forces
 Social, Cultural, Demographic & Environmental Forces
 Political, Governmental & Legal Forces
 Technological Forces
 Competitive Forces
 Sources of External Information
 Forecasting Tools & Techniques
 Competitive Analysis
 Industry Analysis
Internal Assessment:
 Nature of an Internal Audit
 Relationships Among Functional Areas
 Management
 Marketing
 Finance
 Productions
 Operations
 R&D
 Computer Information Systems
 Internal Audit Checks
 Internal Factor Evaluation Matrix
Strategy Analysis & Choice:
 Nature of Strategy Analysis & Choice
 Long Term Objectives
 Comprehensive Strategy Formulation Framework
 Input Stage
 Matching Stage
 Decision Stage
 Cultural Aspects of Strategy Choice
 Politics of Strategy Choice
 Role of Board of Directors
Strategy Implementation, Management Issues:
 Nature of Strategy Implementation
 Annual Objectives
 Policies
 Resource Allocation
 Managing Conflict
 Matching Structure with Strategy
 Restructuring & Reengineering







Linking Performance & Pay to Strategies
Managing Resistance to Change
Managing the Natural Environment
Creating a Strategy-Supportive Culture
Production
Operations Concerns when Implementing Strategies
Human Resource Concerns when Implementing Strategies
Implementing Strategies, Other Issues:
 Nature of Strategy Implementation
 Marketing Issues
 Finance Issues
 R&D Issues
 Computing Information Systems Issues
Strategy Review, Evaluation & Control:
 Nature of Strategy Evaluation
 Strategy-Evaluation Framework
 Published Sources of Strategy-Evaluation Information
 Characteristics of an Effective Evaluation System
 Contingency Planning
 Auditing
 Using Computers to Evaluate Strategies
 Guidelines for Effective Strategic Management