Registry

Module Specifications

Archived Version 2015 - 2016

Module Title	Business Strategy
Module Code	MT301
School	DCUBS
Online Module Resources
Module Co-ordinator	Dr Malcolm Brady	Office Number	Q143
NFQ level	8	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

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 Assessment	50%	Examination Weight	50%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
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
Unavailable

Indicative Reading List

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,

Other Resources

None

Programme or List of Programmes

AF	BA in Accounting & Finance
AMPS	BSc in Aviation Management
BS	Bachelor of Business Studies
BSE	Bachelor of Business Studies (Exchange)
BSI	Business Studies ( with INTRA )
EBF	BA in Global Business (France)
EBG	BA in Global Business (Germany)
EBS	BA in Global Business (Spain)
EBT	BA in Global Business (USA)
IBLC	BA in Inter. Business & Lang. (Chinese)
IBLE	BAin Int.Bus.&Langs.(English)
IBLFG	BA in Inter. Business & Lang. (Fr/Ge)
IBLFGS	BA in Inter.Bus.&Langs.(Fren/Germ/Span)
IBLFS	BA in Inter. Business & Lang. (Fr/Sp)
IBLGS	BA in Inter. Business & Lang. (Ge/Sp)
IBLJ	BA in Inter. Business & Lang. (Japanese)
INTB	Bachelor Business Studies International
MINT	BSc Marketing, Innovation & Technology

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