Module: Business Strategy

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Business Strategy
Module Code	BAA1019 (ITS: MT301)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	10

Description

This module aims to develop students's understanding of strategy concepts and their application to real-life. It seeks to provide a framework to integrate students's knowledge from the various business disciplines. It aims to develop students's business analysis skills at macroenvironmental, industry and company levels. It aims to develop students's ability to think critically and strategically and to work as part of a management team. The module will also develop students's personal and interpersonal skills: communication, teamwork, information management, project and meeting management. This is achieved through use of a variety of methods such as running a simulated business, presenting on its performance to shareholders, and production of a final report on performance; carrying out a strategic analysis of a real company, presenting the results of the analysis, and preparation of a formal strategic report.

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 member of the management team in running a simulated business

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	48	Participation in formal lectures and workshops
Assignment Completion	65	Business Simulation - including interim presentation and final report
Assignment Completion	55	Case Study - including interim presentation and final report
Independent Study	48	Study of materials pre and post lecture
Independent Study	34	Study for examination
Total Workload: 250

Section Breakdown
CRN	10098	Part of Term	Semester 1 & 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	John Loonam	Module Teacher	Brian Harney, Lu Xu, Malcolm Brady, Niall O'Riordan, Sean Dempsey

Type	Description	% of total	Assessment Date
Assessment Breakdown
Group project	Business Simulation	30%	Sem 2 End
Group assignment	Case Study project	20%	Sem 1 End
Formal Examination	End-of-Semester Final Examination	50%	End-of-Semester

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Reading List

Books:

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,
Dess, G., G. Lumpkin, and M. Taylor: 0, Strategic Management: text and cases, McGraw Hill.,
Johnson, G. Scholes, K. Whittington, R: 0, Fundamentals of Strategy, Prentice Hall,
Mintzberg, H, J. Lampel.: 0, A Strategy Safari, Prentice Hall,

Articles:
None

Other Resources

None