MMM9010 - COMPETITIVE AND CORPORATE STRATEGY

Module Identifier

MMM9010

Module Title

COMPETITIVE AND CORPORATE STRATEGY

Academic Year

2003/2004

Co-ordinator

Professor Gary P Akehurst

Semester

Semester 2

Other staff

Professor Robert E Morgan

Course delivery

Lecture

14 Hours 7 x 2 hours

Seminars / Tutorials

6 Hours 3 x 2 hours

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	1.5 Hours Final examination	60%
Semester Assessment	1 Hours Coursework (team-based)	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-retationships 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 stratgy 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

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

Reading Lists

Books
Johnson, G. and Scholes, K. (2002 ('99)) Exploring Corporate Strategy 6th (5th). FT Prentice Hall / Pearson
Bowman, C. (1998) Strategy in Practice FT Prentice Hall / Pearson
Bowman, C. and Faulkner, D. (1997) Competitive and Corporate Strategy Irwin

Notes

This module is at CQFW Level 7