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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 MT301
School DCUBS
Module Co-ordinatorSemester 1: John Loonam
Semester 2: Vanessa Bretas
Autumn: John Loonam
Module TeachersBrian Harney
John Loonam
Malcolm Brady
Jennifer Dann
Michael Joseph Moran
Lareese Dunne
James McDonald
Michael Kelly
Vanessa Bretas
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. Active learning is a key methodology in the delivery and assessment of the module, where students are active agents in the development and assimilation of module knowledge and skills. In active learning, students will engage weekly in asynchronous content in preparation for in-class lectures. The module, and its respective assessment, supports a variety of active learning pedagogical interactions, namely through student to content, student to student, student to lecturer, and student to industry/enterprise. Students will explore 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 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. Describe the process of strategy formulation
2. Use strategy tools and techniques to analyse the external and internal business context
3. Explain the nature of strategic choice for single, diversified and international businesses
4. Explain the issues involved in strategy implementation
5. 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 Asynchronous and Face to Face Lectures
Independent Study48Study of materials pre and post lecture
Assignment Completion77Group Case Strategic Analysis - including interim presentation and final report
Independent Study77Individual Assignment Strategic Analysis
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%n/a
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,
  • 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
AFBA in Accounting and Finance
AMPSBSc in Aviation Management
BSBachelor of Business Studies
BSEBachelor of Business Studies (Exchange)
BSIBusiness Studies ( with INTRA )
EBBA in Global Business
EBCBA in Global Business (Canada)
EBFBA in Global Business (France)
EBGBA in Global Business (Germany)
EBSBA in Global Business (Spain)
EBTBA in Global Business (USA)
INTBBachelor Business Studies International
MINTBSc Marketing, Innovation & Technology
MINTIBSc Marketing, Innovation & Technology
Date of Last Revision08-JUN-11

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