ATHE - Qual Delivery PDBM

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PostgraduateDiploma in BusinessManagement

Qual i f icat ion Guide


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PDBM Qualification Guide ATHE Ltd June 2011 2

Contents

Introduction to the qualification 3

Unit content 4

Mandatory units 4

Unit 1 - Marketing

Unit 2 - Financial Management

Unit 3 - Management Behaviour

Unit 4 - Business Strategy

Optional units 19

Unit 5 - Human Resource Management

Unit 6 - Communication Process

Unit 7 - Business Globalisation

Unit 8 - Macroeconomics

Recommended reading 35

Assessment criteria/marking guidelines 36

Registering students 36

Moderation 36

Reasonable adjustments 37

Special considerations 37

Progression 37


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Introduction to the qualification

The Postgraduate Diploma in Business Management is designed to give students an understanding of

the responsibilities of senior managers and the techniques they will use to deal with different situations

as well as the legal requirements within their role.

The qualification consists of 4 mandatory units in which students cover the fundamentals of business

management. They then choose 2 optionalunits to gain more specialist knowledge.

Each unit is assessed by an assignment of between 2000 and 3000 words. There is an assignment

provided for each unit. Centres may create their own assignments built on the unit learning outcomes

and assessment criteria. Assignments can be designed in a variety of forms including projects or time-

constrained assessments. Centre-devised assignments must be approved by ATHE prior to

commencement of the programme. Students need to pass all 6 units to achieve this qualification.

Students can use ATHE resources and recommended textbooks. However, as this is a postgraduatelevel qualification, the majority of texts used should be from students own research.


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Unit 1 Marketing

Unit Aim

This unit is designed to give students an in-depth understanding of the marketing function and itsimportance to any business.

Learning Outcomes Assessment Criteria

1 Understand how marketing

principles apply to different

businesses.

1.1 Evaluate the principles of the marketing mix

1.2 Evaluate the benefits of segmentation for businesses

Indicative Content

Components of marketing mix; 7Ps; 4Cs

Demographics

Retention of customers

Customer vs. product orientation

Market segmentation

Market share

Market growth

Product development and life cycle

Price and income elasticity


2 Understand the marketing

strategies of organisations.

2.1 Examine the advantage of branding in relation to a chosen

product

2.2 Design a SWOT analysis for a chosen company

Indicative Content

Branding methods

Explanation of SWOT analysis and its uses

Marketing plans


3 Understand how sales and

promotion is used to

promote products within an

industry.

3.1 Evaluate external influences when promoting a specific

product

3.2 Analyse marketing objectives when planning a promotionalcampaign

Indicative Content

Distinguishing between internal and external influences; positive and negative impacts

Targeting


4 Understand the role of

market research in the

selling of products and

services.

4.1 Identify advantages and disadvantages of primary and

secondary research

4.2 Examine internal and external sources of informationavailable to a business when planning an expansion

Indicative Content

Types of research

Sources of information

Portfolio analysis (Ansoff, Boston Matrix)


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Unit 1 Marketing Assessment Submission

Name: ATHE Student No:

I confirm that the work contained in this submission is all my own and that any sources of referencehave been correctly attributed.

Signature: Date:

Assignment Brief

2000 to 3000 words

Produce a breakdown of the principles and processes involved in formulating a marketing

strategy including those of market research.

The response submitted should cover all the assessment criteria listed for the unit.

Avoid giving block responses, (i.e. covering each of the assessment criteria one by one). Instead you

should attempt to address all the assessment criteria through your response as a whole.

As well as being assessed against each of the assessment criteria youwill also be assessed on:

quality of research

structure of written work

coherence of argument presentation

appropriate use of language.

It is expected that all written work demonstrates a good level of accuracy in spelling, grammar and

punctuation.


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Name of Assessor:

Assessors Feedback:

Pass/Refer Assessors

signature: Date:

Re-submission date

(if referred)Date:

Name of Internal Verifier

(if sampled):Signature: Date:

Name of External Examiner



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Unit 2 Financial Management

Unit Aim

In this unit students will explore the importance to a business of an effective financial reportingprocess and accounting system.


1 Understand the importance of

financial management to an

organisation.

1.1Evaluate the importance of the effective management

of cash flow within a Finance Department

1.2 Analyse how a company can adjust both its variable

and fixed costs during economic downturns

Indicative Content

Possible causes and consequences of poor credit control

Ways to address - agreeing credit terms; credit checks; payment methods; invoicing system;

debt collection

Relationship to cashflow

Cost-cutting measures variable and fixed

Relationship of expenditure to profit

Impact of cost-cutting and ways to mitigate

Impact of recession

Reactions and effects on variable and fixed costs

Learning Outcomes Assessment Criteria2 Be able to explain why companies

need to raise finance for different

purposes

2.1 Analyse sources of financing for a medium-sized

company for both the short term and the long term

2.2 Describe ways a company can raise finance by equity

financing

Indicative Content

Advantages and disadvantages of all types of finance available for medium-sized companies

such as loans, overdrafts, share sales

Reasons for equity financing and advantages and disadvantages


3 Be able to conduct an appraisal of

the different options available to a

company wishing to invest a

specific amount of money

3.1 Analyse the considerations that a company will need

to make before making a major investment

3.2 Evaluate a proposed investment by using different

ratios explaining the difference between them

Indicative Content

Different options available and pros and cons of each payback, return on capital employed,

net present value, internal rate of return

Good and bad repercussions

Impact of different ratios on the investment decision


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Unit 2 Financial Management (cont)


4 Be able to demonstrate the

importance of preparing reports on

the state of an organisationsfinances

4.1 Analyse the published profit & loss account and

balance sheet of an organisation

4.2 Explain the method and purpose of analysing the cash

flow statement and the balance sheet when a

company is applying for funds

Indicative Content

Requirements, purpose and use of a balance sheet and p&l account

How is cash flow statement different from balance sheet?


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Unit 2 Financial Management Assessment submission



Signature: Date:

Assignment Brief

Complete both tasks. Write 500 to 750 words per task

Task 1Critically analyse and interpret a set of company accounts and evaluate the financial

performance of the company and suggest how it may be improved.

Task 2 Discuss the best way for the management of the company in Task 1 to decide whether tomake a new investment.




As well as being assessed against each of the assessment criteria youwill also be assessed on:

quality of research


coherence of argument

presentation



punctuation.


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Name of Assessor:

Assessors Feedback:


signature: Date:

Re-submission date

(if referred)Date:






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Unit 3 Management Behaviour

Unit Aim

This unit has been designed to give students a broad understanding of different styles of managementbehaviour and how they affect a businesss performance.


1 Be able to analyse management

behaviour in terms of structure

and culture

1.1 Analyse the relationship between management structure

and culture and its effect on business performance

1.2 Explore the factors which influence individual

performance in the workplace

Indicative Content

Different management structures and cultures and the possible positive and negative effects on

business performance

Influencing factors e.g. pay, colleagues, job satisfaction their importance and

interconnection


2 Be able to analyse the different

approaches to management in

the workplace by evaluating

relevant theories

2.1 Evaluate one organisational theory and relate it to

management in practice

2.2 Compare and contrast two approaches to management

Indicative Content

Different approaches to management e.g. autocratic, democratic, paternalistic, laissez faire,

etc.

Advantages/disadvantages of each approach

Situations where one approach is more successful and why


3 Understand the relationship

between two motivational

theories

3.1Analyse different motivational theories and their

application and performance within the workplace

.

Indicative Content

Application and performance in the workplace of motivational theories, e.g. Maslow, Taylor,McGregor, Herzberg, Vroom and expectancy theory, Maccoby, McCrae and Costa personality

dimensions.


4 Understand teamwork and group

dynamics

4.1 Propose factors that may impede the success of

teamwork

4.2 Evaluate the impact of technology on a given

organisation

Indicative Content

What are the factors that affect good teamwork? How teams develop: forming, storming, norming, performing


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Unit 3 Management Behaviour Assessment submission



Signature: Date:

Assignment Brief

1500 to 2000 words

Examine the application of one theory of organisation and analyse the linkage between this and

the structure and culture of the business, with particular reference to team-working.




As well as being assessed against each of the assessment criteria you will also be assessed on:

quality of research





punctuation.


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Name of Assessor:

Assessors Feedback:


signature: Date:

Re-submission date

(if referred)Date:






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Unit 4 Business Strategy

Unit Aim

This unit has been designed for students to explore the importance of having a strategy in businessand how to go about implementing one.


1 Be able to analyse business

strategy within small, medium

and large organisations

1.1.Construct an organisational audit of an organisationwith which the learner is familiar

1.2 Examine the significance of a business strategy to a

number of stakeholders

Indicative Content Content of an organisational audit, including: group coordination problems, decision-making

processes, incentive systems, job motivation, structural re-engineering to accommodate rapid

growth, cultural integration after a merger and product information flows

Reasons for and benefits of organisational audit

Consideration of existing business plans and strategy documents

Analysis of corporate strategic objectives (related to stakeholder needs and business needs)

Who stakeholders are, e.g. shareholders, staff, customers

What stakeholders are looking for in business strategy

Risks involved of investment from point of view of different stakeholders


2 Be able to develop a strategy for

strategic planning

2.1 Differentiate strategic planning from operational and

tactical planning

2.2 Prepare a strategic plan for an organisation with which

the learner is familiar

Indicative Content

Distinctions between and advantages of different types of business planning operational,

tactical, strategic

Step-by-step process of producing a strategic plan for a business Consider existing structure of business and business ethics

Strategic decision-making tools and techniques


3 Understand approaches to

strategic evaluation of

organisations

3.1 Write a SWOT and a PESTEL analysis for an

organisation with which the learner is familiar

Indicative Content

SWOT analysis - what it means and how one could be improved

PESTEL what it means, with examples of each condition

Differences between SWOT and PESTEL


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Unit 4 Business Strategy (cont)


4 Understand how a variety of

business strategies can be

implemented

4.1 Evaluate the resource requirements to implement a new

strategy for a business with which the learner is familiar

4.2 Propose targets and timescales for achievement in an

organisation in order to monitor a given strategy

Indicative Content

Requirements to implement the strategy including human resources, travel costs, marketing

Different stages to implement a given strategy with timescales

Importance of targets and monitoring them


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Unit 4 Business Strategy Assessment submission


I confirm that the work contained in this submission is all my own and that any sourcesof reference have been correctly attributed.

Signature: Date:

Assignment Brief

2000 to 3000 words

Evaluate and summarise the four steps of forming, implementing, reviewing and developing a

business strategy for an organisation.





quality of research





punctuation.


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Name of Assessor:

Assessors Feedback:


signature: Date:

Re-submission date

(if referred)Date:






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Unit 5 Human Resource Management

Unit Aim

This unit has been designed to give students a broad understanding of human resource managementand its importance in every business.


1 Be able to analyse the

importance of workforce planning

and explain the difficulties

1.1 Analyse in detail the recruitment requirements of a

major company including legal requirements of the

employer

1.2 Develop a programme of professional development

and training for a large organisation

Indicative Content

What are the recruitment requirements and why do they exist?

Legal aspects of employer liability and responsibility and their impact on recruitment process.

Structure of a development programme and the benefits.

Resources required for such a programme.


2 Be able to evaluate the

significance of employee

motivation and appraisal

programmes in a business

2.1 Evaluate the Human Relations School of Management

in relation to the motivation of staff

2.2 Develop a programme of motivational factors for a

small to medium-sized businessIndicative Content

Managers responsibility to ensure productivity

Managers relationship with other employees.

How motivational factors could be introduced to improve this relationship

Key features of the most prominent management theories and situations in which each works

best

Methods used to motivate employees benefits and problems of each

Role of targets in motivating employees

Learning Outcomes Assessment Criteria3 Know the different schools of

management thought that have

been developed over the last

century

3.1 Compare and contrast the classical and scientific

schools of management thought developed during

the 20th century

3.2 Evaluate the relevance of different theories to todays

workforce

Indicative Content

20th century schools of management thought, e.g. classical, behavioural, quantitative key

points, why they evolved and how they are relevant today

Scientific school including: Taylor, Gantt, Gilbreth Classical administrative school: Weber, Fayol, Follett, Barnard

How management theory, relates to current workforce behaviour and needs faster changing

nature of contemporary organisations.


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Unit 5 Human Resource Management (cont)


4 Understand the problems ofintroducing and implementing

change in todays workforce

4.1 Evaluate the autocratic and democratic ways ofimplementing change within an organisation

4.2 Analyse ways in which management styles are linked

to staff motivation

Indicative Content

Positive attributes of autocratic/democratic styles

Relationship of each to implementing change

Relationship of each management theory to motivation


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Unit 5 Human Resource Management Assessment submission



Signature: Date:

Assignment Brief

2000 to 3000 words

Using examples (hypothetical or otherwise), illustrate the importance of employee motivation and

appraisal as part of the planning for a major company involving and implementing change in their

workforce. Include reference to the classical and scientific schools of management thought.





quality of research



presentation



punctuation.


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Name of Assessor:

Assessors Feedback:


signature: Date:

Re-submission date

(if referred)Date:






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Unit 6 Communication Processes

Unit Aim

This unit has been designed for students to investigate the different types of communication inbusiness and its importance.


1 Understand the concept of

communication and how it differs

between companies1.1Evaluate existing processes of communication within

business

1.2 Propose improvements to ensure greater integration

of a system of communication within a multi-national

business

Indicative Content Effectiveness of different methods of communication used by senior management and staff

Who the business communicates with (internally and externally)

Ways of improving communication

2 Be able to evaluate in detail each of

the main stages of communication 2.1 Explain how communication can be divided intodiscrete stages2.2 Analyse the problems with mass communication

when addressing a large number of employees

Indicative Content

Stages - Sender/Source, Encoding, Channel, Decoding, Receiver and Feedback Problems in process that can occur and how to overcome barriers

Mass communication issues

3 Be able to compare and contrast

verbal communication with non-verbal

communication

3.1 Explain how culture and gender can change the

meaning of communication for different groups of

people

3.2 Examine the saying action speaks louder than

words when referring to verbal and non-verbal

communication

Indicative Content Impact of cultural and gender differences on communication process and how to overcome these

Albert Mehrabian research on the three elements of communication

4Be able to analyse and comparedifferent communication channels

4.1 Examine the reasons why the same message can

lead to different results when using different channels

of communication

4.2 Analyse recent examples of bad communication

within the business sector

Indicative Content Suiting the medium to the message face-to-face, telephone, email, letter etc.

Advantages and disadvantages of conveying a message in a particular communication medium


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Unit 6 Communication Processes Assessmentsubmission

Name: ATHE Student No:I confirm that the work contained in this submission is all my own and that any sources of reference havebeen correctly attributed.

Signature: Date:

Assignment Brief

2000-3000 words

Make a critical analysis of the communication processes of a multinational business. Consider the

full range of communication channels, verbal and non-verbal communication, and the impact ofgender and cultural differences in your analysis, recommending improvements.





quality of research structure of written work


presentation



punctuation.


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Name of Assessor:

Assessors Feedback:

Pass/Refer Assessorssignature:

Date:

Re-submission date

(if referred)Date:




(if sampled):

Signature: Date:


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Unit 7 Business Globalisation

Unit Aim

In this unit students will explore the growth and impact of globalisation on business.


1 Understand reasons for the growth of

globalisation 1.1 Examine the advantages of trading blocs

1.2 Explain the changes in the balance of world

trade during the course of the 20th Century

to present day

Indicative Content

Define trading blocs pros and cons of the EU as example

Timeline of changes in world trade during 20th

and 21st

Centuries with reasons for changes

2 Understand the advantages of globalisation

to an organisation

2.1 Examine how economies of scale have

benefited specific industries

2.2 Propose reasons why globalisation has led

to organisations finding cheaper resources

Indicative Content

Principle and benefits of economies of scale

Examples of globalisation leading to cheaper resources

3 Understand the cultural dimensions ofglobalisation 3.1 Propose ways in which individuals andbusinesses can transform social and

economic inequalities, and bring about

social and economic change

3.2 Propose ways in which a business can

enhance cultural diversity and innovation

Indicative Content

Influence of companies with different values from those of the countries in which they trade

How beneficial social change can be effected through business

Ethical dimension of companies responsibilities on global scale

New forms of business relationshipsto improve diversity and innovation

4 Understand the implications of globalisation

for organisations and their management

4.1 Examine why globalisation is of particular

interest to employees of a major

organisation

4.2 Propose reasons why some believe that

globalisation has brought poverty and

hardship to millions of workers

Indicative Content

Differences between working for a small company and working for a big company implications

of global scale

Examples of how globalisation has caused poverty


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Unit 7 Business Globalisation AssessmentsubmissionName: ATHE Student No:

I confirm that the work contained in this submission is all my own and that any sources of reference havebeen correctly attributed.

Signature: Date:

Assignment Brief

2000 to 3000 words

Explain the reasons for the growth of globalisation and critically analyse its advantages for

businesses. Suggest ways in which businesses could bring about cultural, social and economicchange and discuss the effects on their employees in particular and on the worldwide workforcein general.





quality of research structure of written work


presentation



punctuation.


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Name of Assessor:

Assessors Feedback:

Pass/Refer Assessorssignature:

Date:

Re-submission date

(if referred)Date:



Name of External Examiner(if sampled):

Signature: Date:


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Unit 8 Macroeconomics

Unit Aim

In this unit students will investigate the role of macroeconomics and how it has developed over the lastcentury to the present day.


1 Understand the

development of

macroeconomic theory since

1933

1.1 Evaluate the impact of Keynesian economics on modern

economic and political theory and the fiscal policies of

governments

1.2 Examine the evolution of macroeconomic theory during the

20th and 21st Centuries.

Indicative Content

Influence of Keynesian economic theory on modern economics Timeline with pros and cons of each new development in macroeconomic theory and reasons

for changes


2 Understand the relationship

between demand and supply

2.1 Explain the factors which influence the supply of a product

or service

2.2 Describe using examples the relationship between inflation

and aggregate demand

Indicative Content

Principle of supply and demand Impact of globalisation on the trade relationships between countries

Influence of political factors

Explanation of inflation and aggregate demand

Why does the aggregate demand curve slope downwards and upwards and what makes it

shift?


3 Understand how fiscal policy

has been a tool of the

government in influencing

the general level of

economic activity

3.1 Evaluate the three possible stances of fiscal policy -

neutral, expansionary and contractionary

3.2 Propose reasons why changes in the level and composition

of taxation and government spending can impact on a

major company

Indicative Content

Explore each stance: government spending = tax revenue (G=T); G>T; G


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Unit 8 Macroeconomics (cont)


4 Understand how monetary

policy has been a tool of the

government in influencing

the general level of

economic activity

4.1 Evaluate the impact of changing national interest rates

4.2 Propose reasons why changes in the Bank of England

official interest rates can influence the overall level of

expenditure in the economy

Indicative Content

Bank of England monetary policy towards interest rates in case of economic crisis.

Impact of changing rates and effect on the overall economy

Correlation between central interest rates, inflation and the general level of expenditure in theeconomy

Impact of interest rate rises of the early 1990's on the UK's economic health.

Recent UK economic policy


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Unit 8 Macroeconomics Assessment submission



Signature: Date:

Assignment Brief

2000 to 3000 words

Critically analyse the development of Keynesian economic theory and its impact on governmentfiscal policy, and the effect of changes in the level and composition of government spending and

taxation on a major company, clearly describing the relationship between inflation and aggregate

demand and the factors influencing the demand and supply of products.





quality of research



presentation



punctuation.


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Name of Assessor:

Assessors Feedback:


signature: Date:

Re-submission date

(if referred)Date:






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Recommended reading

Unit 1

Title: Marketing Management, 13th Edition

Author: Philip Kotler

Publisher: Pearson Education

Year: 2009

Unit 2

Title: Finance and Accounting for Business

Author: Bob Ryan


Year: 2008

Unit 3

Title: Management and Organisational Behaviour, 9th Edition

Author: Laurie J Mullins

Publisher: Financial Times/Prentice Hall

Year: 2005

Unit 4

Title: Business Strategy

Author: Jeremy KourdiPublisher: Economist Books

Year: 2009

Unit 5

Title: Human Resource Management

Author: Sarah Gilmore

Publisher: Oxford University Press

Year: 2009

Unit 6

Title: Understand the Communication Processes in the Workplace, 5th Edition

Publisher: Pergamon Flexible Learning

Year: 2007

Unit 7

Title: Economics for Business, 3rd Edition

Author: Dermot McAleese


Year: 2004

Unit 8

Title: Macroeconomics Understanding the Wealth of Nations

Author: David Miles

Publisher: John Wiley and Sons

Year: 2005


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Assessment criteria/marking guidelines

All mandatory units must be undertaken as well as two of the optional units. There is an assessment of

every unit the student undertakes.

The student has to pass all sections of the qualification to successfully achieve the Postgraduate

Diploma in Business Management.

The external assessment is based on the knowledge and understanding of each unit of the

qualification and requires content which has shown some evidence of research and its analysis. This

should be both secondary and primary research.

Registering studentsOur registration system is found online at:

www.atheuk.com/howtoregister

Students must be registered within 14 days of starting the qualification.

To pay for the registration fees go to www.atheuk.com and click on registrations.

Upon registration students will receive a unique identification number to be used in any further

correspondence with ATHE.

If you would like any further information on registering students, please e-mail

[email protected] or call 01603 283500.

To see the entry requirements for this qualification go to www.atheuk.com and click on the

qualification brochure.

Moderation

ATHE is committed to upholding the quality of the qualifications we offer. Accordingly we have a

comprehensive internal and external verification system to ensure the assignments submitted are at an

appropriate standard.

The individual unit assignments will be marked by theinternal assessors and ATHE will verify a pre-

agreed percentage of these to ensure standards and consistency.

Centres may contact ATHE to request additional guidance on assessment. To view the full verification

process and associated documentation go to:

www.atheuk.com/procedures


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Reasonable adjustmentsReasonable adjustments must not affect the integrity of what needs to be assessed, but may involve:

changing standard assessment arrangements, for example allowing candidates extra time tocomplete the assessment activity

adapting assessment materials, such as providing materials in Braille providing access facilitators during assessment, such as a sign language interpreter or a reader

re-organising the assessment room, such as removing visual stimuli for an autistic candidate.

Reasonable adjustments are approved or set in place before the assessment activity takes place; theyconstitute an arrangement to give the candidate access to the programme.

To view the full reasonable adjustments policy go to: www.atheuk.com/procedures

Special considerations

A candidate who is fully prepared for an assessment that is scheduled for a specific time may beeligible for special consideration if:

performance is affected by circumstances beyond the control of the candidate, e.g. recentpersonal illness, accident, bereavement, serious disturbance during the assessment

alternative assessment arrangements which were agreed in advance of the assessment provedinappropriate or inadequate

part of an assessment has been missed due to circumstances beyond the control of thecandidate.

To view the full special considerations policy go to: www.atheuk.com/procedures

Progression

ATHE has agreements with Universities in which students who complete the ATHE PDBM can

progress to complete an MBA. If colleges require further information on progression from the

Postgraduate Diploma in Business Management to University MBA or other qualifications, please e-

mail [email protected] or call 01603 283 500 with any progression questions.

Documents

ATHE - Qual Delivery PDBM