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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Business Strategy
Module Code MT301A
School DCUBS
Module Co-ordinatorSemester 1: John Loonam
Semester 2: John Loonam
Autumn: John Loonam
Module TeachersBrian Harney
John Loonam
Malcolm Brady
Jennifer Dann
Michael Joseph Moran
Lareese Dunne
James McDonald
Michael Kelly
NFQ level 8 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

This module aims to provide students with an understanding of business strategy concepts and their application to business and real-life. It provides a framework to integrate knowledge from the various business disciplines. The module aims to develop business analysis skills at macro-environmental, industry and company levels. It aims to develop within students the ability to think critically and strategically and to work as part of a management team. The module also aims to develop personal and interpersonal skills: communication, teamwork, information management, project and meeting management. This is achieved through use of methods such as: carrying out a strategic analysis of a real client company, presenting the results of the analysis and preparation of a formal strategic report. The module is year-long and weighted at 10 credits.

Learning Outcomes

1. Explain the purpose of the firm and its mission, vision, values and objectives
2. Describe the process of strategy formulation
3. Use strategy tools and techniques to analyse the external and internal business context
4. Explain the nature of strategic choice for single, diversified and international businesses
5. Explain the issues involved in strategy implementation
6. Participate as a consulting team in strategically reviewing an organization, delivering a presentation, and writing a strategic report.

Workload Full-time hours per semester
Type Hours Description
Lecture48Participation in formal lectures and workshops
Assignment Completion110Case Study - including interim presentation and final report
Independent Study48Study of materials pre and post lecture
Independent Study44Study for examination
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Purpose of the firm and the strategy process
Purpose, mission, vision, values; the strategy process; strategy evaluation criteria

External analysis
Macroenvironmental analysis: economic chararacteristics, driving forces, PESTEL; industry analysis: five forces, strategic groups, competitor analysis

Internal analysis
Company analysis, current strategy, SWOT, resources and capabilities, value chain, cost analysis, financial analysis

Strategic choice and firm growth
Generic strategies: low cost, differentiation, focus, best cost; industry life cycle; international expansion; diversification; growth strategies (Ansoff matrix); business portfolio management and parenting

Strategy implementation
Organisation and resources; systems and processes; staffing and reward; culture; governance; stakeholders; social responsibility; ethics

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentStrategic Review Company Project50%Sem 1 End
Written ExamEnd-of-Semester open Book Final Examination50%n/a
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

  • Johnson, G. Scholes, K. Whittington, R: 0, Fundamentals of Strategy, Prentice Hall,
  • Thompson, A. Strickland, A. and J. Gamble.: 0, Crafting and executing strategy: text and readings,, McGraw-Hill,
  • Grant, Robert: 0, Contemporary Strategy Analysis, Wiley,
  • Porter, M.E.: 0, Competitive Advantage, Free Press,
  • Mintzberg, H, J. Lampel.: 0, A Strategy Safari, Prentice Hall,
Other Resources

Programme or List of Programmes
INTBBachelor Business Studies International

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