MGMT08027 2016 Business Strategy 2

General Details

Full Title
Business Strategy 2
Transcript Title
Bus Strategy 2
N/A %
Subject Area
MGMT - Management
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary McGuckin, Marie Moran, Paul McWeeney
Programme Membership
SG_BACCO_K08 201600 Bachelor of Business (Honours) in Accounting Stream (Add-on) SG_BFINA_K08 201600 Bachelor of Business (Honours) in Business in Finance Stream (Add-on) SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing SG_BTOUR_K08 202100 Level 8 Honours Degree Add-on in Tourism with Event Management SG_BBUSI_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BBUSI_H08 202100 Bachelor of Business (Honours) in Business L8 (Ab-initio) SG_BFINA_H08 202100 Bachelor of Business (Honours) in Business in Finance and Investment SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages SG_BBMTS_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BFINA_K08 202100 Bachelor of Business (Honours) in Finance Stream (Add-on) SG_BFINV_K08 202100 Bachelor of Business (Honours) in Business in Finance and Investment Stream(Add-on) SG_BGENE_K08 202100 Bachelor of Business (Honours) in Business in General Stream (Add-on) SG_BHRMS_K08 202100 Bachelor of Business (Honours) in Business in HRM Stream (Add-on)

The aim for this module will be to build upon the theory introduced in business strategy 1 and further develop the learner’s appreciation of strategic thinking and application. The objective will be to place the learner at the forefront of strategic thought that shapes behaviour in the modern organisation. This module will provide a detailed, comprehensive and in-depth treatment of strategy, covering key questions about contemporary organisations operating in both the private and public sector.

Such an approach will enable the learner derive maximum added value from the teaching and learning of strategy through the provision of key concepts and analytical frameworks. This pedagogical process will encourage development of critical appraisal skills as the learner develops an integrated view of the organisation and the existing environment in which it operates. It will explore how organisations add value to their assets through the effective implementation of appropriate strategy and investigate the shifting economic fortunes of global organisations in recent years, the rise of developing economies and the rapid change in technologies and other forms of new media.



Learning Outcomes

On completion of this module the learner will/should be able to;


Comprehend business-level, corporate and diversification strategies through case studies and real-life illustrations


Provide comprehensive coverage of the directional growth strategies including organic development, mergers & acquisitions and strategic alliances


Explore evaluative, control and implementation approaches in the main areas of strategic management and the decision-making process and how they assist organisations add value to their assets through the development of effective strategy


Appreciate the significance of core areas like corporate governance, ethical behaviour, social responsibility and green sustainability


Investigate both rational and creative approaches to maintaining an entrepreneurial and innovative culture through the development of effective programmes

Teaching and Learning Strategies

Pedagogical approach to comprise of lectures, tutorials and independent learning

Teaching and learning approach will be through the provision of key concepts, theory and analytical frameworks.  This will require critical reflections involving case studies and real-life illustrations.

Students are expected to explore referred to online material with a strategic emphasis on academic journals.

Module Assessment Strategies

Terminal examination at end of semester

Project - audit, case study, report or presentation

Repeat Assessments

Repeat procedure to consist of an written exam or continuous assessment where necessary

Indicative Syllabus

1. Developing Business-Level Strategy

  • Strategic business units
  • Generic competitive approaches
  • Cost leadership
  • Differentiation
  • Focus
  • The ‘Stuck in the middle’ fallacy
  • The strategy clock
  • Interactive strategies

2. Corporate Strategy and Diversification

  • Strategies for direction – growth, stability and retrenchment
  • Diversification drivers and vertical integration
  • Astute corporate parenting and nurturing component businesses
  • Critical reflection – case studies and examples

3. Mergers & Acquisitions and Strategic Alliances

  • Strategies for crafting a competitive advantage
  • Growth through Organic development
  • The Merger and Acquisition process
  • Developing successful strategic alliances
  • Comparing the various approaches

4. Entrepreneurial and Innovation Strategy

  • Entrepreneurial behaviour – imagination, ideas, invention, innovation and learning
  • Innovation dilemmas – push v pull, product v process, open v closed, tech. v model
  • Diffusion of an innovation – pace, the S-curve, first mover or fast follower to market?
  • Social entrepreneurship and enterprise - theory and practice

5. Leading Strategic Change – Strategies for ‘Changing the Game’

  • Importance of leadership to strategic change – roles and styles
  • Developing an internal change management programme
  • Levers for and types of strategic change – ‘Who wants change’ and ‘Who wants to change’…difference between ‘wanting change’ and ‘being prepared to change’
  • Prescriptive/emergent approaches to change management in organisations

6. Developing and Evaluating Selected Strategies

  • Organisational performance measures and analysis
  • Acceptability and feasibility of plan
  • Deliberate formal and ‘emergent strategy’ development
  • Strategy development in different contexts

7. Ethics, Corporate Social Responsibility, Environmental Sustainability and Strategy

  • What we mean by ethical standards in business? Impact upon strategic task design
  • Drivers of bad practice and unethical business behaviour in the modern organisation
  • The business case for social responsibility and environmentally sustainable practice
  • Green strategy: stakeholders and organisational purpose

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment 1 Continuous Assessment Project 20 % Week 7 1,2,3
2 Continuous Assessment 2 Continuous Assessment Performance Evaluation 10 % OnGoing 1,2,3,4,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 70 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Teaching and Classwork 3 Weekly 3.00
Tutorial Flat Classroom Teamwork and Independent Learning 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 5.00 Hours

Required & Recommended Book List

Recommended Reading
2014-07-01 Exploring Strategy: Text & Cases Not Avail
ISBN 1292002549 ISBN-13 9781292002545

With over one million copies sold worldwide, Exploring Strategy has long been the essential introduction to strategy for the managers of today and tomorrow. From entrepreneurial start-ups to multinationals, charities to government agencies, this book raises the big questions about organisations - how they grow, how they innovate and how they change. With two new members added to the renowned author team, this tenth edition of Exploring Strategy has been comprehensively updated to help you: - Understand clearly the key concepts and tools of strategic management - Explore hot topics, including internationalisation, corporate governance, innovation and entrepreneurship - Learn from case studies on world-famous organisations such as Apple, H&M, Ryanair and Manchester United FC Please note that the product you are purchasing does not include MyStrategyLab. MyStrategyLab Join over 11 million students benefiting from Pearson MyLabs. This title can be supported by MyStrategyLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyStrategyLab to accelerate your learning? You need both an access card and a course ID to access MyStrategyLab. These are the steps you need to take: 1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. 2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book. 3. If you have a course ID but no access code, you can benefit from MyStrategyLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyStrategyLab (ISBN:9781292007007) 4. If your lecturer is using the MyLab and you would like to purchase the product...Go to to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit

Recommended Reading
2015-12-04 Strategic Mangement Pearson Education Limited
ISBN 1292064668 ISBN-13 9781292064666

Strategic Management is one of the world's leading strategy textbooks, covering all the major topics particularly from a global perspective. It delivers comprehensive coverage of the subject in an easy-to-read style with extensive examples and a range of free support material that will help you learn actively and effectively. This seventh edition of Strategic Management builds on proven strengths ...* Over 70 short case studies to provide easily accessible illustrations of strategy in practice * Over 12 longer cases to provide a more in-depth examples of recent strategic decisions involving Sony, Apple and other major companies a continuous contrast between prescriptive and emergent views of strategy to highlight the key debates within the discipline * Emphasis on practice throughout with features to help you turn theory into practice * Major international strategy cases from Europe, Africa, Asia and the Americas * Clear exploration of the key concepts * Comprehensive, logical structure to guide you through this complex subject

Recommended Reading
Concepts in Strategic Management and Business Policy, Global Edition Pearson Education Limited
ISBN 1292056576 ISBN-13 9781292056579
Recommended Reading
2012-08-05 Strategic Management in Action (6th Edition) Prentice Hall
ISBN 0132620677 ISBN-13 9780132620673

Strategic Management in Action presents current strategic management theories and practice in an engaging and easy-to-read format. Coulter effectively blends theory with plenty of opportunity to practice throughout the text, providing readers with the ideologies, ethical dilemmas, and unique strategies of today's real managers and organizations in action.

Recommended Reading
2012-05-23 Strategy and Strategists Oxford University Press
ISBN 0199219710 ISBN-13 9780199219711

Strategy and Strategists provides an illuminating exploration of strategy and its implications for business. Adopting a critical and reflective approach, the authors guide the reader through the complexities of strategy, clearly presenting the conflicting viewpoints and arguments in this exciting and fast-moving field.

Business examples throughout the text elucidate strategy theory, providing future managers and executives with the awareness and knowledge necessary to test perspectives and draw their own conclusions. Linking literature to contemporary developments, this engaging textbook is invaluable reading for all students of strategy.

Online Resource Center:

For Lecturers:

PowerPoint Slides
Teaching notes for mini-cases and end of chapter cases
Guide to answering questions on readings
Answers to discussion questions
Sample examination questions
All figures from the book

For Students:

Multiple choice questions
Updates to the case studies
Annotated weblinks
Guidance to further readings

Recommended Reading
Strategic Management:Concepts and Cases, Global Edition Pearson Education Limited
ISBN 1292016892 ISBN-13 9781292016894
Recommended Reading
2012-04-23 Foundations of Strategy Wiley
ISBN 0470971274 ISBN-13 9780470971277

Foundations of Strategy is a new concise text aimed at both undergraduate students and Masters students. With the needs of these students in mind, Robert Grant and Judith Jordan write in an accessible style, with a clear, comprehensive approach and sound theoretical depth.

Extensive teaching materials such as Case Teaching notes, an Instructors Manual, Test Bank and PPT slides are available on an accompanying website -

The website also features extra, longer cases written by Robert Grant and access to a simulation for use in teaching.

Students have access to the entire text as an e-book with embedded video clips for each case study, and self test questions to check understanding.

Recommended Reading
2011-04-11 Understanding Strategic Management Oxford University Press
ISBN 0199581614 ISBN-13 9780199581610

Building upon the strengths of the first edition, Understanding Strategic Management, Second Edition, features an exceptionally clear writing style that conveys complex information in a clear manner. It also retains the previous edition's use of analysis; relevant, up-to-date case material; and coverage of various perspectives in the field. Numerous real-life examples help to illustrate the core concepts and theory underlying strategic management. With an emphasis on providing students with essential analytical tools, this edition links the text more closely to the Companion Website. The website hosts additional quantitative material, which is signposted throughout the text.

Recommended Reading
Essentials of Strategic Management Pearson Education Limited
ISBN 1292020903 ISBN-13 9781292020907
Recommended Reading
2014-11-13 Fundamentals of Strategy Pearson Education Limited
ISBN 129201721X ISBN-13 9781292017211

One million students and business executives have used the market-leading text Exploring Strategy to boost their academic and professional careers. The expert authors now transfer the essence of Exploring Strategy into The Fundamentals of Strategy. This book is particularly suited for those engaged in short courses. Fundamentals of Strategy * Delivers the essential concepts and techniques of strategy in 10 chapters. * Engages the reader with real world strategy problems Provides insights and strategy stories from a wide range of international organisations. * Includes new material on key contemporary strategic issues such as internationalisation, entrepreneurship, social responsibility and corporate ownership and governance. * new and updated cases and illustrations featuring small and large organisations from profit and not-for-profit sectors and operating all over the world Excel in your studies, enhance your understanding and improve your grade.

Recommended Reading
2014-09-03 Strategy Process: Concepts, Contexts, Cases, 5th edition Trans-Atlantic Publications
ISBN 027371628X ISBN-13 9780273716280

'There are two people, and only two, whose ideas must be taught to every MBA in the world: Michael Porter and Henry Mintzberg.' - Forbes Magazine The Strategy Process is a truly original and authoritative strategy textbook. The author team of Mintzberg, Lampel, Quinn and Ghoshal introduce a richness of theory and practice into this text, offering an ideal introduction for those who want to develop a deep understanding of strategy. Now into its fifth edition, this text does not shy away from the complexity of strategy but rather seeks to illuminate where it can and encourage debate and reflection at every turn. It shows that strategy is intimately connected with organizational politics and individual management styles, and is firmly grounded in the real world rather than pushing pure theory. As well as offering a comprehensive overview of the huge body of academic knowledge in this area, The Strategy Process encourages a practical perspective through 36 substantial case studies. From modern multinationals to the battlefields of 19th century Europe, this book shows that strategy is everywhere, and understanding it is essential.

Recommended Reading
Crafting and Executing Strategy: The Quest for Competitive Advantage McGraw Hill Higher Education
ISBN 007713723X ISBN-13 9780077137236

Crafting and Executing Strategy has been revised and updated specifically with its European readers in mind. Building upon the success of previous editions, it continues to explain the core concepts and key theories in strategy and illustrate them with practical, managerial examples students can really relate to. Brand new features have been developed to encourage readers to go beyond learning and to apply their knowledge to from a diverse range of real-life scenarios including global brands, SMEs, public sector and not-for-profit organizations.

Recommended Reading
2014-01-01 Strategic Management: Competitiveness and Globalization- Concepts and Cases, 11th Edition South-Western College Pub
ISBN 1285425170 ISBN-13 9781285425177

Examine strategic management with the market-leading text that sets the standard for the most intellectually rich, yet thoroughly practical, analysis of strategic management today. Written by highly respected experts Hitt, Ireland, and Hoskisson, STRATEGIC MANAGEMENT: COMPETITIVENESS AND GLOBALIZATION, CONCEPTS AND CASES, Eleventh Edition, combines the latest cutting-edge research and strategic management trends with ideas from some of today's most prominent scholars. This is the only text that integrates the classic industrial organization model with a resource-based view of the firm to give you a complete understanding of how today's businesses use strategic management to establish a sustained competitive advantage. A strong global focus and examples from more than 600 emerging and leading companies place ideas into context within an inviting, practical presentation. A wealth of learning features and more than 30 all-new compelling cases examine a broad range of critical issues confronting managers today. Engaging video cases, CengageNOW online learning tools, and a complete electronic business library help keep your study current and relevant. STRATEGIC MANAGEMENT: COMPETITIVENESS AND GLOBALIZATION provides the solid understanding you need to effectively apply strategic management tools and techniques for increased performance and tomorrow's competitive advantage.

Recommended Reading
2013-09-23 Strategic Management: Creating Competitive Advantages McGraw-Hill Education
ISBN 0077636082 ISBN-13 9780077636081

Strategic Management: Creating Competitive Advantage, Seventh Edition, written by the well respected authors Dess/Lumpkin/Eisner/McNamara provide solid treatment of traditional topics in strategic management as well as thorough coverage of contemporary topics such intellectual assets, entrepreneurship, innovation, knowledge management, internet strategies, crowdsourcing, environmental sustainability. The accessible writing style and wealth of new and updated illustrations, which clarify the most difficult topics, make this title an excellent resource for your students.

Module Resources

Non ISBN Literary Resources

All forthcoming texts and relevant material to be updated on a regular basis by member of staff responsible

URL Resources

Emerald, Factfinder, Infotrac Onefile and Science Direct

Academy of Management Review


Business Horizons

Californian Management Review

Corporate Responsibility Journal

Harvard Business Review

Journal of Change Management

Long Range Planning

Management Decision

MIT Sloan Management Review

Strategic Management Journal

Financial Times Archives

Sunday Business Post Archives

Other Resources

Visiting practitioners from industry

Fieldtrip to local business community

Conference attendance

Additional Information