Module Description:
The dynamic and competitive nature of business requires a manager to adopt both a professional and a strategic visionary approach to the management of their operations. In addition managers require the necessary skills, strategic techniques and ethical standards to meet complex global challenges. This module of strategic management familiarises students with the real challenges and constraints which managers face when planning and implementing strategies within their organisation. The module allows and encourages the integration of knowledge from other key subject areas. It also develops important conceptualisation skills, which facilitate strategic thinking and provide a comprehensive context for implementation of strategic intent.
Module aim
To explore the nature and application of the strategic management process through guided and self-directed learning. Where appropriate models will be studied against the strategic context of the retail industry.
Introduction
The nature of strategic management. Levels of strategy. Strategic management as a process.
Strategic vision. Corporate mission statements. Strategic Analysis
External Analysis
Market analysis. Market size. Market growth. Key success factors. Market trends. Customer
analysis. Segmentation. Competitor analysis. Strategic group analysis. The business and
society interface.
Internal Analysis
The resource based view of the firm. Core competencies. SWOT analysis. Corporate culture.
Stakeholder analysis. Organisational power. Resource audits. Identifying weaknesses. Value
chain analysis.
Strategic Choices
Obtaining sustainable competitive advantage. General strategies. Growth strategies.
Diversification strategies. Strategies in declining markets. Global strategic choices. Offensive
and defensive strategies. Matching strategy and situation. Cultural fit.
Strategy Implementation
Resource planning. Organisational structure and design. Strategic support systems. Managing
change.
This lecture will be a combination of Lectures, Case Studies and Problem Based approaches.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |