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CEBA Schedule

The CEBA Schedule – Certificate in Executive Business Administration has been developed by the Salford Business School to help develop skills within the four key pillars of business for executives.

DAY 1: Introduction and Leadership Development
9:00 – 09.15 Refreshments
9:15 – 11.15 SECTION 1 Introduction and Ice-breaker Action Learning Sets Dr David Beech and Dr Brian McGarrie
11.15 – 11:30 Refreshments
11:30 – 13:00 SECTION 2The Strategic Perspective Dr Brian McGarrie
13:00 – 13:45 Lunch
13:45 – 15:00 Leadership and Management Development Dr David Beech
15:00 – 15:15 Refreshments
15:15 – 16:45 Leadership and Management Development
9:00 – 11.00 Delivering Customer Value – the Marketing Perspective. Professor Sunil SahadevThe customer value concept is now widely acknowledged as a key input in developing marketing strategy. Customer value emphasises the need to develop value propositions that are attractive to the consumer. This session aims to understand, analyse and critique the customer value concept through the perspective of marketing management. In addition session will also provide a general introduction to field of marketing management. The session will look at the process of developing a marketing plan including the concept of segmentation, targeting and positioning as well as the development of the strategy through the 4Ps framework. Issues for further discussion will include the importance of social media in present day marketing as well as services marketing and the emerging idea of services dominant logic.Key takeaways:Ability to understand and articulate the customer value concept in a given contextAbility to develop a marketing plan by considering the key components and frameworks
11:00 – 11:15 Refreshments
11:15 – 13:00 Marketing session 2
13:00 – 13:45 Lunch
13:45 – 15:00 Delivering Customer Value – the Operations Perspective. Dr Brian McGarrie This module aims to develop an understanding of Operations and Supply Chain Management. Good management of operations is critical both to ensure that day-to-day operations run smoothly and to deliver value to customers and the business as a whole within its overall strategy. To deliver value, operations must identify and work to appropriate success criteria, drive continuous improvement and be capable of delivering the changes required to develop performance for the future. This all has to be done whilst coping with the pressures of today’s business which may mean that there is little time or energy left over to think about tomorrow, let alone two or three years hence.Key Takeaways: How to develop operations and supply chain strategies to create a competitive advantage and value creationHow to manage operations and global supply chain complexity and risksHow to manage the process of systematic innovation in product development, business processes and service design
15:00 – 15:15 Refreshments
15:15 – 16:45 Operations Management session 2
9:15 – 11:00 Search and Social Media Marketing Aleksej Heinze This module is aimed at busy executives who want to have theoretic understanding as well as some basic hands on practical exercises which will highlight the essentials in Search Engine Optimisation (SEO) and Social Media Optimisation (SMO). This knowledge will enable you to develop a better understanding of your digital customers behaviour and help you to develop long term plan and implement basic techniques for management of day to day social media engagement. Working from your business objectives you will be able to draft some key performance indicators for your online presence, identify key social networks for your organisational use as well as conduct some basic Social Media Optimisation.The main focus on this courseTo offer you a broad overview of search and social media marketing and help you to start working on your long term digital marketing strategy as well as plan for use of techniques.

• Integrated marketing communications strategy

• Formulating and implementing a digital Marketing strategy

• Search Engine Optimization

• Social media principles

• Email marketing

• Advanced SEO techniques

11:00 – 11:15 Refreshments
11:15 – 12:30 SSMM Session 2
12:30 – 13:15 Lunch
13:15 – 15:00 SSMM Session 3
15:00 – 15:15 Refreshments
15:15 – 16.45 SSMM Session 4
Financial Management, Alison Kennedy This module aims to equip delegates with an understanding of the role of finance within organisations. In order to operate effectively in a leadership position within any organisation it is necessary to have an understanding of the language of finance and to be comfortable in using financial information. This information is expressed externally through the statutory statement of the Balance Sheet (Statement of Financial Position), the Profit and Loss Account (Income Statement) and the Cash Flow Statement. However, as well as understanding what these statements show it is vital to understand what they do not show.After completing this module delegates will:• Understand that managing finance is an important part of any organisations risk management process• Understand the uses and limitations of financial information• Be comfortable in questioning financial information
9:00 – 09.15 Refreshments
9:15 – 10.45 Role of Finance in organisationsRisk and return
10.45 – 11:00 Refreshments
11:00 – 13:00 Financial Statements :- Income Statement (Profit and loss Account) Statement of Financial Position (Balance Sheet)Accounts Preparation Exercise
13:00 – 13:45 Lunch
13:45 – 15:00 Valuation and Other Issues in Financial ReportingCash Flow Statements
15:00 – 15:15 Refreshments
15:15 – 16:45 Understanding the Relationship Between Financial Statements
Day 5: Organisational Strategy and Close
09:00 – 09:15 Refreshments
9:15 – 11.00 Organisational Strategy, Dr Brian McGarrie This module aims to provide a view of strategy from the perspective of a general manager and to provide a strategic framework through which the ideas and concepts covered in the previous modules can be integrated.Key Takeaways: How to develop organisational strategies to create a competitive advantage and value creationAbility to understand the ways in which the environment impacts organisations and have an awareness of the various external environmental factors that influence strategyAbility to understand the impact of organisational resources and capabilities on strategy and organisational success
11:00 – 11:15 Refreshments
11:15 – 13:00 Strategy Session 2
13:00 – 13:45 Lunch
13:45 – 15:00 Action Learning Sets and Key Learnings
15:00 – 15:15 Refreshments and Close