LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

STRATEGIC CHANGE MANAGEMENT

Unit Reference Number R/616/2731
Unit Title Strategic Change Management
Unit Level 7
Number of Credits 20
Total Qualification Time (TQT) 200 Hours
Guided Learning Hours (GLH) 100 Hours
Mandatory / Optional Optional
Unit Grading Structure Pass / Fail

Learning Outcome – The learner Assessment Criterion – The learner can:

will:
1. Be able to evaluate change
agents’ knowledge, attributes
skills and development.
2. Be able to critically analyse
approaches to organisational
change and their processes.
3. Be able to create a plan
and implement effective
change within an
organisation.
4. Be able to analyse stakeholder
responses to organisational
change.
5. Be able to involve functional
areas in an organisation’s
change management.
1.1 Critically analyse the relationship between
leadership and change agents.
1.2 Critically analyse the characteristics and attributes
of change agents.
1.3 Critically evaluate the effectiveness of change
agents.
2.1 Critically evaluate change theories, tools and
techniques.
2.2 Evaluate the internal and external triggers of
change that may impact on an organisation.
2.3 Develop a change management strategy for an
organisation taking stakeholders into account.
3.1 Assess and select relevant tools and techniques to
implement and manage change.
3.2 Develop a plan to implement a change in an
organisation.
3.3 Develop measures to monitor and evaluate
progress of the change plan.
4.1 Assess possible risks associated with an
organisation’s change process.
4.2 Apply a stakeholder analysis to understand possible
resistance to change.
4.3 Critically appraise relevant strategies to manage
resistance to change in organisations.
5.1 Explain the relationship between management
disciplines and effective organisational change.
5.2 Critically analyse the role of various business
functions/departments within change management.
5.3 Evaluate an integrated change management plan
for an organisation.

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 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

Scenario
Your local GPDOCS medical practice, has traditionally been open to serve patients from 8h00
–
17h00 Mondays to Fridays and closes on weekends. GPDOCS medical practice is
entirely government funded and has no private patients. The practice employs 13 doctors, 4 nurses and
15 administration staff.

GPDOCS provides free medical services to 15,000 registered patients in South London. The Practice
Manager, Mr Dee, at GPDOCS is involved in managing all of the business aspects of the practice
such as making sure that the right systems are in place to provide a high quality of patient
care, human resources, finance, patient safety, premises and equipment and information technology.
The Practice Manager also supports the GPs and other medical professionals with delivering
patient services and also helps to develop extended services to enhance patient care.

A change in government policy has meant that GPDOCS must now be open from 7h00-20h00
Monday to Friday, and also open on Saturdays 9h00-14h00. Although the government changed policy
and the contract, it has not offered any additional funding to deliver the enhanced service. The
government has also stated that the change must be implemented within a three-month time frame.

GPDOCS staff received the news with dismay but accept that they will have to reorganise their work
patterns to accommodate the change in policy. The Practice Manager, Mr Dee, has been tasked with
the development of a change strategy and has asked for your help.

There are 2 unrelated tasks. The first one is a group task and the second task is individual.

Task 1 of 2 – Group Case (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3 5.1, 5.2 & 5.3)
Mr Dee has asked you to develop the change strategy for GPDOCS using an established
change model. Mr Dee last studied business ten years ago and is not sure whether he should use
Kotter’s 8
Change Model, Lewin’s change management model or Hiatt’s ADKAR model to manage the change.

Instructions:

Develop a change management strategy, considering the GPDOC’s stakeholders that

incorporates the following sections:

1. Conduct a stakeholder analysis for GPDOCS and summarise the results in a stakeholder
map highlighting interest and influence groupings.
2. Use the results of the stakeholder analysis to identify and evaluate resistance to the
change process.
3. Critically evaluate the three change management models, their relative advantages
and disadvantages, and justify the selection of a model to apply at GPDOCS.
4. Critically discuss the involvement of the functional areas in developing a change plan
5. Draft a strategic change plan for GPDOCS by applying the selected change management model
with timelines and SMART progression metrics.

Delivery and Submission:

▪ 1x Strategic Change Plan document (circa 3500 words)

Referencing:

• Each section must reflect any supporting Harvard style citations.

• A comprehensive Harvard style reference list must be included at the end of the work.

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 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

Task 2 of 2 – Business Memo (AC1.1, 1.2, 1.3)

This task is individual.

Instructions:

The Practice Manager, Mr Dee, has read that leadership is a critical success factor in most
transformational changes. He has also read that it often helpful to employ external consultants
as change agents. He has asked you to draft a memo for GPSDOCS board that analyses :

1. The relationship between leadership and change agents in transformational change

2. The characteristics and attributes of change agents
3. The relative importance of change agents and their role
4. The advantages and disadvantages of using external consultants as change agents.

Delivery and Submission:

▪ 1x essay (circa 1000 words)

Referencing:

• Each section must reflect any supporting Harvard style citations.

• A comprehensive Harvard style reference list must be included at the end of the work.

Evidence to be submitted:

• Strategic change plan – 3500 words

• Essay – 1000 words

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 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS
STRATEGIC MARKETING
Unit Reference Number
Unit Title
Unit Level
Number of Credits
Total Qualification Time (TQT)
Guided Learning Hours (GLH)
Mandatory / Optional
Unit Grading Structure
Learning Outcome – The learner
will:
1. Be able to critically analyse the
principles of strategic
marketing and the role of digital
technologies.
2. Be able to apply tools
for analysing the
business environment in
strategic marketing.
3. Be able to carry out market
segmentation, targeting and
brand positioning.
4. Be able to apply the integrated
marketing mix in an organisation.
5. Be able to critically analyse
brands in a business context.
©2020 OTHM
Y/616/2732
Strategic Marketing
7
20
200 Hours
100 Hours
Optional
Pass / Fail
Assessment Criterion – The learner can:
1.1 Critically evaluate the nature and purpose of
strategic marketing in an organisation.
1.2 Critically analyse and apply different marketing
concepts in a range of organisational contexts.
1.3 Explain the processes involved in strategic
marketing.
2.1 Develop SMART strategic marketing objectives for
an organisation.
2.2 Critically review the external and competitive
environment in which an organisational performs.
2.3 Draw conclusions about the internal and
stakeholder environment in which an organisational
performs.
3.1 Critically explore market segments for an
organisational context.
3.2 Evaluate targeted segments for an organisational
context.
3.3 Design a differentiated brand position for targeted
segments for an organisational context.
4.1 Evaluate the significance of the integrated
marketing mix for an organisational context.
4.2 Design an effective marketing mix for an
organisational context.
4.3 Critically analyse the relationship between the
product lifecycle and the marketing mix for an
organisational context.
5.1 Critically analyse the nature of brands and the
significance of branding.
5.2 Critically discuss the need for integration between
the brand pyramid, the brand’s positioning and
brand management.
5.3 Demonstrate how branding is used to strengthen a
business or product.
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 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

Scenario

Amazon Go supermarkets in the UK.

The cashier-less supermarkets use technology to allow customers to pick up items and walk out with
them, instead, charging their Amazon account so they don't have to stand in a checkout queue.

According to The Sunday Times, the retailer is looking for “a significant number” of sites sized
between 4,000 square feet and 5,000 square feet across the UK.

Amazon initially launched the concept back in 2016, allowing Amazon staff to trial the new
technology. Since then, it has opened five stores in the US across Seattle and Chicago.

Customers download an Amazon Go app before entering the store. They have to use the app to enter
the store, which registers their Amazon account, and then they can put their phone away and start
shopping.

Amazon’s “Just Walk Out Technology” uses computer vision, sensor fusion and deep learning
to detect when products are taken off a shelf, or later returned.

The technology keeps track of all the items in a virtual cart so there is no scanning involved. Once
customers are done shopping, they can leave the store and Amazon will charge your account.

Amazon now has five Amazon Go locations across the US.

There is a difference between having the no checkout stores strictly for Amazon customers
and allowing the general public in to try them out. In 2017, the Wall Street Journal reported
that the technology faced problems when there were more than 20 people in the store, something
Amazon has been working to correct and, as a result, has delayed the expected roll out of further
locations.

At the moment, it’s unlikely that Amazon Go will arrive to compete with your local Tesco or
Sainsbury’s. The stores stock ready-to-eat items for breakfast, lunch and dinner, with some grocery
essential ranges too, however, stock varies depending on which store you are in.

But, when it does arrive in the UK, it will no doubt be celebrated by busy Londoners. The idea of being
able to pick up some lunch and walk out of the door without queueing is a dreamy one, we admit.

Source: www.standard.co.uk/tech/amazon-go-uk-locations-scouting

Task 1 of 1 – Presentation (AC1.1, 1.2. 1.3. 4.3, 5.1, 5.2 & 5.3)
Instructions:

Your local small business association has read about Amazon Go and is concerned about the
potential competition. They wish to offer strategic marketing advice to local businesses, have asked you
to prepare a presentation in which you should analyse and evaluate key marketing concepts as well as
the marketing planning process by using Amazon Go as an example.

You should include:

1. An introduction, evaluating the purpose of strategic marketing

2. A diagram of the marketing planning process.
3. A critical review of at least three marketing concepts/models/theories and how they relate to
the marketing planning process.
4. A critical discussion of the significance of branding using Amazon as an example.
5. Illustrate the concepts of ‘brand pyramid’, ‘brand positioning’ and ‘brand management’, and
how and why these concepts should be integrated into marketing planning.

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 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

Delivery:

▪ 1x presentation
▪ 1x executive summary (circa 500 words excluding diagrams)

Submission:

▪ 1x PowerPoint Slides
▪ 1x executive summary (circa 500 words)
▪ 1x handout (if applicable)

Referencing:

• Each section must reflect any supporting Harvard style citations.

• A comprehensive Harvard style reference list must be included at the end of the work.

Task 2 of 2 – Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)
Instructions:

Co-incidentally, a representative of Amazon attended your business association presentation and was
impressed. The Amazon manager responsible for the introduction of Amazon Go to the UK has asked
you to prepare a strategic marketing plan addressing the following:

1. A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant to
your organisation.
2. A section with a SWOT analysis and a stakeholder analysis of your organisation
3. A section in which you should develop SMART strategic objectives for the organisation
4. A section concerning the market segment. This section should
a. Discuss how market segments could be used for the organisation
b. Select one or more market segment(s), justifying your decision.
c. Propose and justify a brand positioning for the targeted market segment
5. A section concerning the marketing mix. This section should
a. analyse the significance of the marketing mix for the organisation
b. contain a pricing, promotional and distribution strategy for one of its product ranges or
categories.

Submission and Delivery:

▪ 1x marketing plan (circa 3000 words) – excluding appendices.

Referencing:

• Each section must reflect any supporting Harvard style citations.

• A comprehensive Harvard style reference list must be included at the end of the work.

Evidence to be submitted:

• Business Presentation – (1000 words equivalent)

• Executive summary of presentation – 500 words
• Marketing Plan – 3000 words

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