Module Specifications..
Current Academic Year 2024 - 2025
Please note that this information is subject to change.
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Description This module aims to give students a thorough grounding in the nature of business strategy, the tools and techniques of business strategy, the broad approaches to strategy-making, and strategy in the context of the digital age, emerging markets and sustainable business practices. The module is delivered as a series of lectures together with exercises, case studies, student presentations, industry engagement and discussion. | |||||||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Discuss firm purpose and the nature of strategic thinking in a business context 2. Use the major strategic analysis tools and techniques at macroeconomic, industry and company level 3. Appreciate the nature of strategic choice (generic strategy, growth and diversification, and competitive approach) 4. Discuss the implications of strategy implementation including social and ethical aspects of strategy making 5. Apply lessons learned back into the student's own practice | |||||||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
PurposeCrafting and formulating strategy: Purpose - vision, mission, values, objectives, crafting strategy, drift, business model, balanced scorecard.AnalysisAnalysis: (a) Macro-environment: PESTLE, driving forces, scenario planning. (b) Industry: Five Forces, Strategic Groups, Competitor analysis, Key Success Factors. (c) Company: current strategy, SWOT, resources and competencies, value chain, financial analysis, strategic issues.ChoiceChoice: Generic strategies: low cost, differentiation, focus; industry life cycle; industry position, offensive and defensive; growth strategies: international, horizontal and vertical integration, multi-business.ExecutionImplementing sustainable strategy: Strategic approaches (positioning, resources and competencies, innovation: value/disruptive/network). Implementation - organisation and structure, systems, reward, culture, leadership, governance, stakeholders, sustainability, corporate social responsibility, and ethical considerations.Business SimulationThe Airline simulation requires students to take over and run a fledgling regional airline. Teams must decide how best to position their airline and develop an operational and financial plan to support that strategy to maintain positive cash flow and make a profit for their company (supports interconnection between modules e.g. accounting and strategy)Case DiscussionsCase study reviews and discussions will be held on organizations such as Aramco, Apple, Twitter, Yahoo, Lego and Disney etc. | |||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes
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