FREQUENTLY ASKED QUESTIONS
Content Questions
Q: For Part 1, Option 4 (Marketing focus): How much do you want me to focus on technology itself?
A: We’re more interested to see the effect it has had on Marketing, rather than explaining the technology itself in detail.
Q: Some of my recommendations could be in Part 2 or 3, where should I put them?
A: Part 2 should generate lots of ideas for improvement – by the structured analysis using value chain; IPO model and/or business process mapping. Then Part 3 you can use the mind map/rich
picture as a freer way to capture their current position. Then, further ideas to improve may come out of this. If you have already come up with the idea for Part 2, you can refer back to it. Then
put other new ideas in Part 3. Therefore, it doesn’t matter if you put it in Part 2 or 3.
Q: I am slightly confused on how to approach part 2 and 3 of the assignment, how do they fit together? What is the difference between people and management in part 3?
In Part 2 you do the structured analysis using value chain; IPO model and/or business process mapping analysis and then generate lots of ideas for improvement. Then Part 3 you can use the
mind map/rich picture as a freer way to capture their current position. So create a holistic rich picture of the organisation. I would not focus too much on restricting the mind map/rich picture
to these 3 areas. It would be better to capture their position fully, without thinking in each of the three boxes. Then go through it and make sure you have covered people; management and
technology. You can then highlight these to bring them out. You will then find some ideas for improving the organisation, some may be the same as the previous part, but there may be some
new ones. If you have already come up with the idea for Part 2, you can refer back to it. Then put other new ideas in Part 3.
Q: How many sources do you expect us to include in the last two parts (2 and 3) about the case study?
A: I would expect you to refer to sources about the models/tools that you use for the analysis. Furthermore, use references to discuss your ideas and give them weight. We do not have a
specific number of references in mind. But we would this