The curriculum aims at providing the students with the latest thinking and practice in strategic marketing and communications, with a particular twist on marketing of innovation, growth and sustainable performance.

1. Critically appraise the role of strategic marketing andcommunications in growing sustainable organisational success in a variety of global markets and business environments.

2. Analyze the business market environment, market trends, and the concept of consumer behaviourto inform strategic decision-making.

3. Identify and critically evaluate marketing data and marketing information sources and interpret their impacts on strategic marketing and communication issues.

4. Analyze the theory ofmarket segmentation,target marketing, positioning strategies and the concept of value propositions.

5. Select from the toolkit of marketing concepts and analytical frameworks to formulate strategic marketing plans and integrated communication plans.

This module is designed to introduce learners to the area of accounting and financial management. It looks in detail at what financial management is, its relationship to financial accounting and management accounting, the budgeting process, capital investment appraisal, the importance and management of working capital, and finance and investment decision-making based on accounting statements. The module is designed to take a high level view of the individual topics to facilitate those working in non-financial management positions in industry.

1. Have knowledge pertinent to financial management and an in-depth understanding of its importance in the business and corporate environment.
2. Demonstrate in-depth knowledge and understanding of the budget process in the preparation and interpretation of cash and integrated budgets.
3. Apply knowledge and understanding of capital investment decisions, including various appraisal techniques, supporting managerial decision-making.
4. Recognise and collate the information necessary for a variety of working capital management scenarios.

5. Analyse and interpret financial statements for the purposes of investment decisions.

Medical technology can be defined as the application of science and engineering to develop solutions to health problems or issues, including the design of smart devices for predictive and diagnostic healthcare. Medical technologies are used to lower the risk of a disease, minimise illness duration, enhance the quality and accuracy of care and widen access to care. Therefore, medical technology plays an important part in our society in improving quality of life and reducing the effect of debilitating illnesses.

The most significant trend in healthcare product innovation is to bring together different medical technologies to satisfy the needs of patients and medical professionals. Medical technologies are rapidly converging and having a major influence on the development of new medical devices to deliver more efficient products. Among others, these technologies include artificial intelligence, gene editing and therapy, organ and tissue printing.

This module aims to give students a deep understanding of the medical technology field, with a special focus on medical device design and engineering. The topics will be presented through case studies and will include a team project demonstrating the ability to develop a medical device concept incorporating several existing and emerging technologies, including software as medical device (SaMD).

1. Analyse several current and future medical technologies, including software as medical device, and how they are applied or planned to be applied in healthcare,

2. Discuss how future medical technologies could influence the nature of healthcare provision, as well as predictive and diagnostic healthcare,

3. Examinethe opportunities for the application of future medical technologies,

4. Determinethe development and commercial challenges within the medical device development process,

5. Apply the medical device development process, from clinical need through to regulatory approval and product introduction,

6. Develop a medical device concept usingthe medical device development process, including clinical need, user needs, patient feedbacks and stakeholder needs, using several technologies.

In supporting the development of skills to deliver state of the art medical technologies, it is imperative that regulatory obligations are understood and applied. The global legal framework to develop and commercialize medical devices is extremely complex and highly regulated. The ability to interpret and implement these expectations in the innovation process is critical to success. Key regulatory principles are a priority for inclusion at design and development stage and when incorporated competently and accurately will ensure the positive delivery of safe and effective technologies for human use.

1. Compare and contrast the globalregulatory requirements pertinent to commercialising high risk medical technologies.

2. Explainthe technical documentation and post market deliverables to continuously demonstrate safety and efficacy for medical technologies

3. Evaluate the regulatory and business risks at each stage of the innovation and design process.

4. Communicate and proceduralize the systematic regulatory deliverables and associated technical file inputs.

5. Demonstrate the ability tolead aproject toapproval stage by anticipating and engaging withregulatory experts and sourcing regulatory intelligence.

This module aims to provide learners with a detailed knowledge of the relevant information required in test protocols and complete test reports for pre-clinical performance evaluation and assessment of technologies in a premarket submission to regulatory bodies. The module will have a particular focus on non-clinical bench performance testing, biocompatibility evaluation, human factors and software verification in validation and will explain the guidance documentation in place by the various regulators for Medical Technologies.

1. Demonstrate a detailed knowledge and understanding of non-clinical premarket submission, types of tests required, and associated standards for medical technologies.

2. Source and interpret, regulations, standards and guidance to design and execute a relevant test (objectives and methods, pre-defined pass/fail criteria, results summary, discussion and conclusions).

3. Critically evaluate test data to inform design improvement of medical technologies.

4. Interpret key clinical terms and demonstrate an ability to prepare a clinical evaluation report on the perofmace of a medical technology.

Through this module, the student will understand and apply Design Control and Risk Management principles to the design of Medical Devices.

The module content includes the full Design and Development process including the full product life cycle from product concept to product launch, encompassing the phases of Design and Development and the elements of Design Control as required to ensure regulatory compliance. This module will also give the students an understanding of Risk Management as it applies to the design and development process and to medical device design. The content will be delivered such that it addresses the practical needs of industry, and all company sizes within the sector from Start-up through to SME's and multi-national corporations.

1. Critically evaluate product design to ensure compliance with essential safety and performance requirements.

2. Explain the technical documentation required to demonstrate compliance to relevant regulatory requirements and quality standards.

3. Communicate and proceduralizethe relationship between Design Control and Risk Management principles.

4. Demonstrate the ability to identify,critically assess, and manage risk throughout the medical device life cycle.

The CEO Masterclass module will focus on the key processes and building blocks to support the innovation journey of medical technologies from concept phase to marketplace. Industry speakers will introduce students to a range of commercialisation strategies based on customer value proposition, key business processes and profit realisation. This will be enhanced through a number of workshops focussed on intellectual property, commercialisation, healthcare reimbursement models and RDI funding.

1. Devise a commercialisation strategy for medical technologies.

2. Demonstrate knowledge and understanding to manage intellectual property and its transfer into or out of an organisation.

3. Critically interpret the theories and concepts of various healthcare and reimbursement systems and how to demonstrate value for money of a medical technology.

4. Evaluate and assess the research and innovation funding landscape to support the development of medical technologies based on technology readiness levels.

The project should take the form of a proposal for the development of a medical technology (biopharmaceutical or medical device product) to prevent, treat or diagnose a specific medical condition. The student will undertake a literature review to source information on the target condition and current therapies for the treatment of the disease. Based on this information and the student's knowledge gained through the programme, the student should propose an alternative product/technology, for prevention, treatment or diagnosis of said medical condition. Thereafter, students should include a detailed overview of the design, function, clinical trials, manufacturing, marketing and financial strategy of their proposed product.

1. Lead the development of a proposal for the development of a novel medical technology product.

2. Critically evaluate and reviewliterature (and other relevant, reliable sources) using appropriate keywords and databases.

3. Synthesize and collate relevant information from the programme modules to apply their knowledge to a current medical concern and the proposed design, manufacture, marketing and financial strategy of medical technology.

4. Communicate results of the reviewin written and oral forms, demonstrating critical analysis, synthesis and organisation of knowledge.

Innovation is a key element in successfully growing business and competing in an ever-changing global environment. This module provides learners with an understanding of innovation at individual and firm level. An appreciation of the ever-changing macro and micro environments and stakeholder interest for contemporary organisations will be integral to the module.

Learners will appraise different approaches to innovation. A key focus will be the drive for business growth in today's rapidly changing business landscape. The development of effective organisation-wide strategies in the successful management of innovation in any industry.

1. Demonstrate the economics of innovation and implications of the macro environment and stakeholder interests in successfully driving business growth.

2. Appraise effective approaches to innovation.

3. Establish and implement organisation wide strategies in the management of innovation.

4. Explore approaches for enhancing organisational creativity.

5. Assess the importance of people, culture and organisation in the effective management of innovation.

Effective leadership is needed to understand, predict, plan and communicate the nature of organisational change and manage the response. This module explores various opportunities and challenges associated with leading and managing organisational change. Through the learning outcomes mentioned below, learners will be equipped with the knowledge, skills and attitudes necessary to effectively lead and collaborate with teams in a variety of organisational settings. It fosters collaborative engagement through the understanding of cross-functional teams within an organisation.

1. Demonstrate an understanding of leadership theories and concepts.

2. Develop essential and ethical leadership skills/practices, while enhancing personal leadership development

3. Apply leadership strategies to diverse/challenging situations

4. Foster effective team dynamics, by identifying and leveraging the strengths of team members to achieve collective goals.

5. Apply effective strategies for team building and employee engagement.