BUSI46W15: STRATEGY (TAUGHT)

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• Strategy (Online)

• Strategy seeks to explain firms success or lack of success. Strategy is concerned with matching a firms resources and capabilities to the opportunities that arise in the external environment. The emphasis of the module is on two themes: 1) the interface between strategy and the external environment, and 2) the interface between strategy and the internal environment of the firm more specifically, with the resources and capabilities of the firm.

• Concepts of strategy.
• Strategic purpose.
• Environmental and industry analysis.
• Analysing resources and capabilities.
• Sustainable Competitive Advantage including sources of advantage (cost and differentiation) and sustainability.
• Corporate strategy including vertical, horizontal and international scope, methods of development and managing synergy.
• Corporate culture and strategy.
• Strategic management processes.
• Managing strategic change.

Subject-specific Knowledge:

• By the end of this module students should:
• Have a critical appreciation of the contribution strategy can make to successful performance;
• Be able to recognise the multiple roles that strategic management plays within organisations;
• Be able to identify structural features of an industry that influence competition and profitability, but also critically analyse competition in order to identify opportunities for competitive advantage within an industry;
• Have a critical appreciation of the role of resources and capabilities as a basis for competitive advantage;
• Be able to distinguish and analyse the primary types of competitive advantage;
• Be able to understand the challenges of managing complex, multi-business organisations, including the relative merits of linking businesses and the alternative approaches available to the corporate centre;
• Have a critical appreciation of the challenge of managing strategic change.

Subject-specific Skills:

• By the end of this module students should:
• Be able to apply a range of relevant strategic analysis tools to assess complex business cases;
• Be able to evaluate differing strategic options.

Key Skills:

• Written communication;
• planning, organising and time management;
• problem solving and analysis;
• using initiative;
• computer literacy.

• Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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