Advanced Operations and Marketing Integration

This unit synthesizes customer-focused marketing, operational excellence, financial decision-making, and ethical risk management to prepare students to run and improve a small-to-midsize business. Students apply CRM, quality, logistics, payment, HR, and technology best practices to real-world scenarios and produce actionable plans and performance measures.

Learning Objectives

• Analyze CRM, retention, and market-research data to recommend at least three targeted marketing and customer-retention strategies that increase customer lifetime value and support local/global positioning
• Apply quality, maintenance, distribution, and operational-innovation principles to design a maintenance and logistics plan with measurable KPIs and cost estimates that reduces downtime and improves service levels
• Demonstrate ethical, communication, and risk-aware decision-making by resolving three workplace scenarios involving e-mail/Internet threats, invoicing and payment disputes, and hiring or delegation challenges
• Evaluate alternative financing, pricing, and payment policies (including bonds, discounts, and promotions) and produce a two-page implementation roadmap that optimizes short-term cash flow and long-term profitability