Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Business Strategy
Module Code	MT301
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Malcolm Brady Semester 2: Malcolm Brady Autumn: Malcolm Brady
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

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

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group project	Business Simulation	30%	Sem 2 End
Group assignment	Case Study project	20%	Sem 1 End

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
This module is category 1

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

Array

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

BSI

Business Studies ( with INTRA )

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)