Module Information

Module Identifier
Module Title
Competitive and Corporate Strategy
Academic Year
Intended for use in future years

Course Delivery

Delivery Type Delivery length / details
Lecture 7 x 2 hours
Seminars / Tutorials 3 x 2 hours


Assessment Type Assessment length / details Proportion
Semester Assessment Group based 4,000 word project  40%
Semester Exam 1.5 Hours   60%
Supplementary Assessment 1 individual piece of coursework  40%
Supplementary Exam 1.5 Hours   60%

Learning Outcomes

On successful completion of this module students should be able to:

  • define strategy at various levels and explain different modes of strategy generation
  • explain and discuss the context for strategy and its inter-relationships with other heads of business
  • explain and apply tools for analysis of environment, market and firm
  • explain and apply the customer matrix (resource-based) approach to competitive level strategy; compare this with more traditional approaches; and evaluate these approaches
  • explain, compare and contrast traditional versus modern approaches to corporate level strategy (including associated frameworks / models)
  • define organisational paradigm and culture; explain their importance in the strategy and strategic change management contexts; and explain and apply associated models, tools and techniques
  • discuss and illustrate approaches to strategic alliances and partnering and the rationale for such
  • explain, discuss, apply and criticise performance improvement methodology; and discuss its inter-relationships with elements of the strategic management discipline and, more widely, with other heads of business


To acquire an understanding of the principal concepts, frameworks and techniques of strategic management
To introduce a number of contemporary issues within the wider business environment, which inform the processes of strategic management.
To provide students with the necessary skills to apply their learning to a wide range of situations and scenarios.

Brief description

Strategy is concerned with the ways in which organisations can obtain and maintain advantage. This module covers conceptual, theoretical and practical aspects. It provides the aspiring general manager with a sound theoretical basis in the key areas of strategy, and practical models, tools and techniques which help to 'unlock' many of the areas of this complex, fascinating and vital subject.


  • introduction to stratgey and modes of strategy development
  • analysis - environment, market and firm
  • competitive level (strategic business unit level) strategy
  • corporate level startegy
  • paradigm, culture and strategic change
  • strategic alliances and partnering
  • performance improvement

Reading List

Essential Reading
Johnson, K, Scholes, G and Whittington, R (2005) Exploring Corporate Strategy: Text Only, Please note that this is a unique ISBN and can only be purchased from the University Bookshop. This ISBN-coded book contains the access codes for the online material that accompanies the text. If you buy your book elsewhere you may not access this additional resource. 7th edition Primo search
Recommended Text
De Wit and Meyer (2004) Strategy, process, content, context. An international perspective Thomson Learning: London Primo search Mintzberg, H, Ahlstand, B and Lampel, J (1998) Strategy Safari Harlow: FT Prentice Hall Primo search


This module is at CQFW Level 7