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Module Specifications

Archived Version 2012 - 2013

Module Title Business Strategy
Module Code MT301
School DCUBS

Online Module Resources

Module Co-ordinatorDr Malcolm BradyOffice NumberQ143
NFQ level 8 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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

Workload Full-time hours per semester
Type Hours Description
Lecture48Participation in formal lectures and workshops
Assignment Completion65Business Simulation - including interim presentation and final report
Assignment Completion55Case Study - including interim presentation and final report
Independent Study48Study of materials pre and post lecture
Independent Study34Study 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 Assessment50% Examination Weight50%
Course Work Breakdown
TypeDescription% of totalAssessment Date
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
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

Programme or List of Programmes
AFBA in Accounting & Finance
BSBachelor of Business Studies
BSIBusiness Studies ( with INTRA )
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
EBFBA in Global Business (France)
EBGBA in Global Business (Germany)
EBSBA in Global Business (Spain)
EBTBA in Global Business (USA)
ECSAStudy Abroad (Engineering & Computing)
ECSAOStudy Abroad (Engineering & Computing)
HMSAStudy Abroad (Humanities & Soc Science)
HMSAOStudy Abroad (Humanities & Soc Science)
IBLCBA in Inter. Business & Lang. (Chinese)
IBLFGBA in Inter. Business & Lang. (Fr/Ge)
IBLFSBA in Inter. Business & Lang. (Fr/Sp)
IBLGSBA in Inter. Business & Lang. (Ge/Sp)
IBLJBA in Inter. Business & Lang. (Japanese)
MINTBSc Marketing, Innovation & Technology
SHSAStudy Abroad (Science & Health)
SHSAOStudy Abroad (Science & Health)