MMM9010 - COMPETITIVE AND CORPORATE STRATEGY

Module Identifier

MMM9010

Module Title

COMPETITIVE AND CORPORATE STRATEGY

Academic Year

2005/2006

Co-ordinator

Mr Richard D Godfrey

Semester

Semester 2

Course delivery

Lecture

7 x 2 hours

Seminars / Tutorials

3 x 2 hours

Assessment

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

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

Aims

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.

Content

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 Lists

Books
** Recommended Text
De Wit and Meyer (2004) Strategy, process, content, context. An international perspective Thomson Learning: London
Mintzberg, H, Ahlstand, B and Lampel, J (1998) Strategy Safari Harlow: FT Prentice Hall
** Essential Reading
Johnson, K, Scholes, G and Whittington, R (2005) Exploring Corporate Strategy: Text Only, 7th edition. 1405825669

Notes

This module is at CQFW Level 7