Engineering Tripos Part IIA, 3E6: Organisational Behaviour, 2022-23
Module Leader
Lecturer
Dr Y J Kim
Lab Leader
Dr Y J Kim
Timing and Structure
Michaelmas term. 8 lectures.
Aims
The aims of the course are to:
- Provide students with a broad and critical understanding of the key issues and concepts in Organisational Behavior.
- Stimulate both appreciation and critical consideration of current Organisational Behaviour research.
- Allow students to reflect on their own experience, extrapolate and develop better people skills.
- Prepare students for future roles in which they need to work with individuals and groups in organisations.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand the central issues in work organizations.
- Understand how these issues have changed over time.
- Understand how these link to practical situations.
- Understand the nature and problems of organizational change.
Content
3E6: Organisational Behaviour is an eight-lecture course delivered in the Michaelmas term. Organisational behaviour (OB) studies the psychology and work-related activities of employees and workgroups in an organisational context. Employees in organisations experience various issues related to the field of OB and should be aware of how these issues affect their working lives. The topics in this course include organisational culture, attitudes, perceptions, motivations, leadership, team dynamics, creativity, innovation, understanding personalities and more.
Students enrolled in this course will become familiar with theories and research in OB and will learn to think critically about the research in OB. I encourage you to think of yourself not as a student but as a “manager in training” to get the most out of this course.
Because your organisational experience may be somewhat limited at this stage, I will do my best to create in-class activities that enable you to apply your learning to the real world. My goal is that you will learn as much as possible about organisational behaviour and will be able to exploit its practical applications.
1. Introduction to OB
2. Personality
3. Culture
4. Culture and Perception
5. Motivation
6. Creativity, Innovation, Innovation Diffusion
7. Group Dynamics
8. Leadership
Coursework
You may choose to submit coursework. This may be used to contribute to the coursework part of your portfolio; it does not form part of the assessment for this module. The coursework consists of an essay of minimum 2,000 words (excluding titles, footnotes, figures, references).
Assessment criteria for essays are:
- clear, accurate and relevant to the question set and supported by appropriate use of a business case;
- effective organisation and prioritisation of material; usually, on the basis of a theme or argument (a collage of information with no coherent argument should be avoided);
- clear and logical analyses with theory and a business case used to advance the analysis;
- knowledge of relevant lecture material and related literature;
- creativity in discussion and analyses.
You must submit your essay by Friday 9th December, 2022, 4pm via Moodle. Late submissions will be penalized.
The Topic of Course Work (Case Study)
In these days, innovation developed by one company is rapidly diffused to competitors due to the development of technology (e.g., communication tools such as internet). Explain why innovation diffusion is important to the extent that it determines a company’s survival in a market. Note that the main purpose of this course work is to help you understand the importance of innovation diffusion through a real business case (see the examples of the cellphone market in my lecture). Therefore, it is vital that you find a relevant business case to prepare your course work successfully. In your answer, you should also answer the following sub-questions (your case should be able to answer the following sub-questions as well).
- Provide a business case showing that companies failing to adopt innovation failed in a market, whereas companies successfully adopting innovation survive in the market. Exclude cases of the cellphone market in your essay as my lecture already explains various cases of the cellphone market.
- Innovation diffusion involves patent issues. Using patents, original innovators attempt to inhibit innovation diffusion. Explain why inhibiting innovation diffusion is beneficial to the original innovator. In addition, explain strategies other than patenting that original innovators use to protect their innovation.
Booklists
Please refer to the Booklist for Part IIA Courses for references to this module, this can be found on the associated Moodle course.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
Last modified: 30/09/2022 17:18
Engineering Tripos Part IIA, 3E6: Organisational Behaviour, 2017-18
Module Leader
Lecturer
Lab Leader
Timing and Structure
Lent term. 16 lectures.
Aims
The aims of the course are to:
- Provide students with a broad and critical understanding of the key issues and concepts in Organisational Behavior.
- Stimulate both appreciation and critical consideration of current Organisational Behaviour theory and research.
- Allow students to reflect on their own experience, extrapolate and develop better people skills.
- Facilitate understanding of organizational change and its management.
- Prepare students for future roles in which they need to work with individuals and groups in organisations.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand the central issues in work organizations.
- Understand how these issues have changed over time.
- Understand how these link to practical situations.
- Understand the nature and problems of organizational change.
Content
The philosophy behind the course is that academic concepts can be used as an ‘intellectual tool kit’ - a collection of frameworks and ideas that can be used to critically analyse organizational situations, thereby gaining a better understanding of ‘what is going on’ in order to take appropriate action. The course will consider: Classical Perspectives on Organisational Behaviour (OB); Micro-Perspectives on OB; Macro-Perspectives on OB; Organizational Change.
- Weber and the Theory of Bureaucracy
- Taylor and Scientific Management
- Human Relations Theory
- Motivation and Job Satisfaction
- Leadership
- Groups in Organisations
- Emotion in Organisations
- Organisational Structure
- Contemporary Management Theory
- Organisational Culture
- Post-Bureaucratic Organisations
- Models of Organisational Change
- Power, Politics and change
- Change: Consequences and concerns
Coursework
There is no Full Technical Report (FTR) associated with this module.
Students may choose between the coursework topics motivation, teamwork, or change in organisations.
Learning objectives: After completing this coursework, students should be able to:
- Apply knowledge of relevant lecture material and related literature of your chosen topic
- Reflect upon your personal experience regarding your chosen topic
- Gain an awareness of how organisational behavior theory and research can help manage workplace situations
Practical information:
- Sessions will *provisionally* take place in Cambridge University Engineering Department, Trumpington Street Site, Lecture Room 12, on Mondays, 2-4pm.
Full Technical Report:
Students won't have the option to submit a Full Technical Report.
Booklists
Please see the Booklist for Part IIA Courses for references for this module.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
Last modified: 27/09/2017 10:14
Engineering Tripos Part IIA, 3E6: Organisational Behaviour, 2018-19
Module Leader
Dr Andreas Richter
Lecturer
Lecturer
Timing and Structure
Lent term. 16 lectures.
Aims
The aims of the course are to:
- Provide students with a broad and critical understanding of the key issues and concepts in Organisational Behavior.
- Stimulate both appreciation and critical consideration of current Organisational Behaviour theory and research.
- Allow students to reflect on their own experience, extrapolate and develop better people skills.
- Prepare students for future roles in which they need to work with individuals and groups in organisations.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand the central issues in work organizations.
- Understand how these issues have changed over time.
- Understand how these link to practical situations.
- Understand the nature and problems of organizational change.
Content
The philosophy behind the course is that academic concepts can be used as an ‘intellectual tool kit’ - a collection of frameworks and ideas that can be used to critically analyse organizational situations, thereby gaining a better understanding of ‘what is going on’ in order to take appropriate action. The course will consider: Classical Perspectives on Organisational Behaviour (OB); Micro-Perspectives on OB; Macro-Perspectives on OB; Organizational Change.
- Introduction to Organisational Behaviour
- Perceptions and Personality
- Attitudes and Motivation I
- Motivation II, Moods and Emotions
- Groups and Teams
- Leadership and Communication
- Organizational Structure, Culture, and Climate
- Organizational Change
Coursework
Students may choose between the coursework topics motivation, teamwork, or change in organisations.
Learning objectives: After completing this coursework, students should be able to:
- Apply knowledge of relevant lecture material and related literature of your chosen topic
- Reflect upon your personal experience regarding your chosen topic
- Gain an awareness of how organisational behavior theory and research can help manage workplace situations
Practical information:
- Sessions will *provisionally* take place in Cambridge University Engineering Department, Trumpington Street Site, Lecture Room 12, on Thursdays, 3-5pm.
Full Technical Report:
There is no Full Technical Report (FTR) associated with this module..
Booklists
Please see the Booklist for Part IIA Courses for references for this module.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
Last modified: 15/01/2019 10:31
Engineering Tripos Part IIA, 3E6: Organisational Behaviour, 2024-25
Module Leader
Lecturer
Dr Y J Kim
Lab Leader
Dr Y J Kim
Timing and Structure
Michaelmas term. 8 lectures.
Aims
The aims of the course are to:
- Provide students with a broad and critical understanding of the key issues and concepts in Organisational Behavior.
- Stimulate both appreciation and critical consideration of current Organisational Behaviour research.
- Allow students to reflect on their own experience, extrapolate and develop better people skills.
- Prepare students for future roles in which they need to work with individuals and groups in organisations.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand the central issues in work organizations.
- Understand how these issues have changed over time.
- Understand how these link to practical situations.
- Understand the nature and problems of organizational change.
Content
3E6: Organisational Behaviour is an eight-lecture course delivered in the Michaelmas term. Organisational behaviour (OB) studies the psychology and work-related activities of employees and workgroups in an organisational context. Employees in organisations experience various issues related to the field of OB and should be aware of how these issues affect their working lives. The topics in this course include organisational culture, attitudes, perceptions, motivations, leadership, team dynamics, creativity, innovation, understanding personalities and more.
Students enrolled in this course will become familiar with theories and research in OB and will learn to think critically about the research in OB. I encourage you to think of yourself not as a student but as a “manager in training” to get the most out of this course.
Because your organisational experience may be somewhat limited at this stage, I will do my best to create in-class activities that enable you to apply your learning to the real world. My goal is that you will learn as much as possible about organisational behaviour and will be able to exploit its practical applications.
Dr. Yeun Joon Kim is the module leader. There will be a guest lecturer, Dr. Jungmin Choi, who is a post-doctoral researcher at Cambridge Judge Business School. She will cover three topics in which she has expertise.
1. Introduction to OB
2. Personality
3. Culture
4. Decision Making
5. Motivation
6. Group Dynamics
7. Creativity, Innovation, Innovation Diffusion
8. Leadership
Note 1: The topical order of the eight lectures may change. The order is not important at all because each topic is independent of the others.
Note 2: Week 7’s topic could change to “Artificial Intelligence and Creativity at Work” depending on the number of academic publications available by the end of Michaelmas. AI is a nascent topic in Organizational Behaviour, and thus academic publications are currently limited. However, this status is rapidly changing as researchers increasingly focus on publishing papers addressing AI issues, resulting in a fast accumulation of scientific evidence. I will evaluate whether the accumulated evidence is sufficient to deliver a lecture on this topic later in Michaelmas and will make an announcement if I decide to proceed with it.
Further notes
Important Announcement
This course will not be recorded. All students are required to attend the lectures in person.
Coursework
You may choose to submit coursework. This may be used to contribute to the coursework part of your portfolio; it does not form part of the assessment for this module. The coursework consists of an essay of minimum 2,000 words (excluding titles, footnotes, figures, references).
Assessment criteria for essays are:
- clear, accurate and relevant to the question set and supported by appropriate use of a business case;
- effective organisation and prioritisation of material; usually, on the basis of a theme or argument (a collage of information with no coherent argument should be avoided);
- clear and logical analyses with theory and a business case used to advance the analysis;
- knowledge of relevant lecture material and related literature;
- creativity in discussion and analyses.
You must submit your essay by Wednesday 11th December, 2024, 5pm via Moodle. Late submissions will be penalized.
The Topic of Course Work (Case Study)
In these days, innovation developed by one company is rapidly diffused to competitors due to the development of technology (e.g., communication tools such as internet). Explain why innovation diffusion is important to the extent that it determines a company’s survival in a market. Note that the main purpose of this course work is to help you understand the importance of innovation diffusion through a real business case (see the examples of the cellphone market in my lecture). Therefore, it is vital that you find a relevant business case to prepare your course work successfully. In your answer, you should also answer the following sub-questions (your case should be able to answer the following sub-questions as well).
- Provide a business case showing that companies failing to adopt innovation failed in a market, whereas companies successfully adopting innovation survive in the market. Exclude cases of the cellphone market in your essay as my lecture already explains various cases of the cellphone market.
- Innovation diffusion involves patent issues. Using patents, original innovators attempt to inhibit innovation diffusion. Explain why inhibiting innovation diffusion is beneficial to the original innovator. In addition, explain strategies other than patenting that original innovators use to protect their innovation.
Booklists
Please refer to the Booklist for Part IIA Courses for references to this module, this can be found on the associated Moodle course.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
Last modified: 19/07/2024 11:46
Engineering Tripos Part IIA, 3E2: Marketing, 2024-25
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
Eight lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Case studies: Swatch, Coke, Pets.com. Cabo San Viejo
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 31/05/2024 09:53
Engineering Tripos Part IIA, 3E2: Marketing, 2021-22
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
In the 2021-2022 academic year the course is taught online primarily via live streamed lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 23/09/2021 15:26
Engineering Tripos Part IIA, 3E2: Marketing, 2020-21
Module Leader
Lecturer
Dr O Merlo
Lab Leader
Dr O Merlo
Timing and Structure
Michaelmas Term. 16 lectures. 16 Contact Hours + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies (to be read in preparation for tutorials), and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to your tutorials and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
Your final course grade is based on two forms of summative assessment:
- A group project, worth 40% of your grade
- A final exam, worth 60% of your grade
Further notes
Examples papers
Coursework
Group Assignment
PROJECT TITLE: P&G case study
WORD LIMIT: 2,500 words
INSTRUCTIONS:
In groups you are required to develop and outline a marketing plan for a new product for P&G. More information will be provided in the lecture. The case study will be run in cooperation with P&G managers.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 10/10/2020 10:57
Engineering Tripos Part IIA, 3E2: Marketing, 2025-26
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
Eight lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Case studies: Swatch, Coke, Pets.com. Cabo San Viejo
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 04/06/2025 13:19
Engineering Tripos Part IIA, 3E2: Marketing, 2017-18
Module Leader
Lecturer
Dr V Mak
Lab Leader
Dr V Mak
Timing and Structure
Michaelmas Term. 16 lectures. 16 Contact Hours + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Develop an understanding of fundamental marketing terms, concepts, principles, and theories.
- Develop an understanding of the close relationship between marketing and other functions within an organisation.
- Develop critical thinking and communication skills relating to marketing.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in marketing,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Business has only two basic functions -- marketing and innovation. Everything else is a cost.
- Peter Drucker
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, or a museum curator. Understanding customer needs and how to marshal the resources of an organization to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions – decision areas that include target markets, product, pricing, channels, and promotion. This course will also help you understand how marketing decisions are affected by organizational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- Understanding Customer and Context.
- Marketing Research.
- Understanding Company and Competition.
- Market Segmentation, Targeting and Positioning.
- Price and Promotion.
- Product and Place.
- Customer Loyalty and Relationships.
Coursework
Details to be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Marketing Case Study Essay
Learning objectives:
- Identify one or more interrelated real-life marketing problems faced by the management of a product or service (or a collection of such under the same management) chosen by the student.
- State the problem(s), describe relevant background information, and suggest recommendations for the management in response to the problem(s).
- Apply course materials in the process to obtain an understanding of marketing in practice.
- Generate creative, relevant business ideas for marketing management.
- Write in an organised, concise manner with clearly presented and well-informed arguments in a business context.
Practical information:
- The essay is due for submission to the CUED Teaching Office at the end of the Michaelmas Term (the exact deadline to be announced in lectures).
- The student is expected to prepare and write up the essay at their own pace; the time and effort involved should be within the range for a standard coursework report.
Full Technical Report:
Students won't have the option to submit a Full Technical Report.
Booklists
Indicative texts and a list of readings for each topic are given in the 3E2 Booklist, available via the Booklist for Part IIA Courses. These include major readings that will be handed out in class, as well as some extra readings. Students are NOT required to do the extra reading or purchase any of the books, but are encouraged to draw on them if they wish to explore some of the topics further.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 12/08/2017 13:48
Engineering Tripos Part IIA, 3E2: Marketing, 2019-20
Module Leader
Lecturer
Dr V Mak
Lab Leader
Dr V Mak
Timing and Structure
Michaelmas Term. 16 lectures. 16 Contact Hours + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Develop an understanding of fundamental marketing terms, concepts, principles, and theories.
- Develop an understanding of the close relationship between marketing and other functions within an organisation.
- Develop critical thinking and communication skills relating to marketing.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in marketing,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Business has only two basic functions -- marketing and innovation. Everything else is a cost.
- Peter Drucker
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, or a museum curator. Understanding customer needs and how to marshal the resources of an organization to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions – decision areas that include target markets, product, pricing, channels, and promotion. This course will also help you understand how marketing decisions are affected by organizational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- Understanding Customer and Context.
- Marketing Research.
- Understanding Company and Competition.
- Market Segmentation, Targeting and Positioning.
- Price and Promotion.
- Product and Place.
- Customer Loyalty and Relationships.
Coursework
Details to be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Marketing Case Study Essay
Learning objectives:
- Identify one or more interrelated real-life marketing problems faced by the management of a product or service (or a collection of such under the same management) chosen by the student.
- State the problem(s), describe relevant background information, and suggest recommendations for the management in response to the problem(s).
- Apply course materials in the process to obtain an understanding of marketing in practice.
- Generate creative, relevant business ideas for marketing management.
- Write in an organised, concise manner with clearly presented and well-informed arguments in a business context.
Practical information:
- The essay is due for submission to the CUED Teaching Office by the end of the Michaelmas Term (the exact deadline to be announced in lectures).
- The student is expected to prepare and write up the essay at their own pace; the time and effort involved should be within the range for a standard coursework report.
Booklists
Indicative texts and a list of readings for each topic are given in the 3E2 Booklist, available via the Booklist for Part IIA Courses. These include major readings as well as some extra readings. Students are NOT required to do the extra reading or purchase any of the books, but are encouraged to draw on them if they wish to explore some of the topics further.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 15/05/2019 09:24
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