Strategic Concepts for Business

Module titleStrategic Concepts for Business
Module codeBEP2040
Academic year2019/0
Module staff

Ufuk Alpsahin Cullen (Lecturer)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Description - summary of the module content

Module description

Strategic thinking is important for businesses and not-for-profit organisations, and most managers are aware of the critical need to take a long term view and to see the bigger picture when developing strategy.

Like many of the other disciplines in business, strategic planning and management has evolved since its first modern iteration in the 1950s and 60s.

This module looks at how strategy is currently practiced in a wide variety of contexts from strategy formulation through to strategy execution on multiple organisational levels: Functional, Business and Corporate strategy, but the perspective on strategy here is not purely a competitive one. Today’s climate changing and digitally inter-linked economy demands decisions and action that will produce a value-creating strategy. Markets have globalised and business and management vocabulary now includes phrases such as; eco-system services, value proposition well-being and stakeholder. In addition, collaboration and effectiveness are emerging as business success factors rather than competition and efficiency. This together with an increasingly dynamic and challenging operating environment means new business models for a ‘New Economy’ (Walters 2012) is the new strategic imperative for business leaders, as they work to identify and leverage all sources of value from their strategic assets.

Using a case study approach this module will build on the lecture material and examine contemporary business strategy, encouraging students to examine the key concepts that underpin strategic management and the tools managers use to analyse their environment, frame choices and put the resulting strategies into action. 

Module aims - intentions of the module

The aims of this module are to:

  • present the 21st century competitive/business landscape from a strategic management perspective and
  • to assess how global and technological influences shape it
  • develop your ability to analyse strategic issues from a number of broad functional perspectives
  • study strategic competitiveness, competitive advantage, value creation, strategic intent and strategic mission, and evaluate their contribution to the strategic management process
  • formulate strategies, assemble implementation plans and evaluate cross-functional decisions that
  • facilitate the achievement of organisational objectives
  • develop an understanding of strategic management in different contexts, including commercial,
  • not-for-profit and public sector, entrepreneurial, B2B, B2C and multi-national/global.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. recognise the different models of, and approaches to, strategic management, and interpret these as bases of strategic choice
  • 2. demonstrate a critical knowledge of selected strategy literature
  • 3. analyse an organisation’s competitive environment, evaluate competitive positions, and identify core competences
  • 4. assess strategic choices through the application of appropriate strategic models
  • 5. create an evaluation processes for strategic decision making

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 6. analyse an organisation's environment and evidence an awareness of strategy.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 7. present and defend strategic analyses based on case material, desk research and research in the marketplace
  • 8. document strategic recommendations in written reports
  • 9. feedback on others’ strategic analyses in a constructive manner
  • 10. contribute to communities of practice via social networking

Syllabus plan

Syllabus plan

The lectures and workshops will cover: the nature, process, content, context and purpose of strategy formulation; a study of the external environment and market based strategies; business, corporate and network level strategies; strategic capability and the resource-based view, organisational factors and competence based strategies; strategic methods including intrapreneurship, alliances, collaboration, mergers and acquisitions; assessment of existing strategy and future strategic choices; strategic management of technology, new product development and innovation; organisational and international content; schools of strategy formation; putting strategy into action through the systems, structures and culture of the organisation; and a critical analysis of the strategy literature.

Learning and teaching

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning & Teaching activities9Lectures
Scheduled Learning & Teaching activities8Workshops


Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Workshops requiring preparation8 x 1 hour workshops1, 2, 3, 4, 5,6 7,8,10Verbal and peer feedback in workshop
Project proposal for group work1 side of A41, 2, 3, 4, 5, 8,10Written feedback from lecturer/tutor
Contribution to forum discussions on social media2 substantive posts and responses to 2 other posts1,2,7,10,11Peer and tutor feedback in forum

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Essay201500 words1,2,6,9,10Written/oral feedback from tutor
Group (3-5 students) case study presentation2015 minute presentation (per group of students)7,8,9Feedback to group from lecturer, external guests and also peers in workshop group
Executive Summary Report201500 words1,3,4,5,6Written comments on paper
Examination402 hours3,4,5,6As requested


Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
ExamIndividual Exam 3,4,5,6July/August
Group (groups of 5-7 students) case study presentation and reportIndividual presentation and report1,3,4,5,6,7,8July/August
EssayIndividual essay1,2,6,9,10July/August

Re-assessment notes

Although the group work cannot be recreated for referral or deferral candidates, the re-assessment will still cover the key ILOs and the assessors reserve the right to conduct a viva for the presentation and report element, should the need arise. 


Indicative learning resources - Basic reading

All students on the programme will have access to additional material in the form of a customised e-book

Basic reading:

Blowfield, M., (2013) Business and Sustainability

De Wit, B. and Meyer, R. (2010) Strategy Synthesis, Andover: Cengage.

Ireland, R., Hoskisson, R., and Hitt, M., (2009) The Management of Strategy: Concepts and Cases

Mintzberg, H., Ahlstrand, B. and Lampel, J.B. (2008) Strategy Safari, London: Financial Times.

Thompson, A.A., Strickland, A.J. III., Gamble, J.E., Peteraf, M., Janes, A., and Sutton, C. (2013) Crafting and Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases, 1st European Edition: London: McGraw-Hill, Irwin.

Indicative learning resources - Web based and electronic resources

  • ELE based discussion forums, links to internet resources and other resources
  • Various journal articles – some compulsory, some optional from a variety of relevant publications including Harvard Business Review, Long Range Planning, Strategic Management Journal etc.
  • Case studies which will require in-depth analysis for workshop activities

Module has an active ELE page

Indicative learning resources - Other resources

  • Online forum discussions which will be used in producing an essay on one of the key current debates in strategy.

Key words search

Strategy, strategic planning and management

Credit value15
Module ECTS


Module pre-requisites

Business Awareness, Theory and Practice of Management and Operations Management

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date