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Business Strategy (MGT3019) BSc Management, Semester 2, 2009/2010
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Business Strategy (MGT3019) BSc Management, Semester 2, 2009/2010



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  • 1. Dr Eunsuk Hong 01/02/2010 Business Strategy (MGT3019) BSc Management, Semester 2, 2009/2010 Dr Eunsuk Hong School of Management Queen’s University Belfast Tel.: 028 9097 1414 Office Hour: Wednesday 11:00 am - 1:00 pm. Email: COURSE DESCRIPTION Strategic management is concerned with the ways firms create and sustain superior competitive positions and achieve long-run profitability. It assesses a wide variety of environmental and organizational aspects which, when considered overall, help us to understand why some firms outperform others. This module focuses on three areas of the strategic management process: strategy analysis, strategy formulation, and strategy implementation. The analysis of the firm’s external and internal environment gives the firm an insight into what it must do and what it can do to succeed. By bringing our external and internal analysis together, we develop the formulation and implementation of strategy at business and corporate levels that can create and sustain competitive advantages. Each part of the module will introduce you to simple frameworks, analytical tools, concepts and ideas, rules of thumb and above all ways of thinking which will assist you in your future task of “managing the competitive position and long-term development of a business or organization.” By doing so, this model should help you to integrate what you learn from other modules on the BSc programme. RECOMMENDED TEXTBOOKS Core text • Grant, R. M. (2009), Contemporary Strategy Analysis, 7th edition, Wiley. Additional useful text • Johnson, G., K. Scholes and R. Whittington (2008), Exploring Corporate Strategy, 8th edition, Prentice Hall. • Dess, G. G., Lumpkin, G. T. and Eisner, A. B. (2008), Strategic management: text and cases, 4th edition, McGraw-Hill. -1-
  • 2. Dr Eunsuk Hong 01/02/2010 READING LIST The following academic journals may be useful in sourcing supplementary material. Access to many of the articles in these journals can be obtained through the library or electronic journal database, Queen’s Online. Student should seek to supplement the list with their own reading Practitioner-oriented journals: Research-oriented journals: (order in alphabet) (order in alphabet) • Academy of Management Executive • Academy of Management Journal • California Management Review • Academy of Management Review • Harvard Business Review • Journal of International Business Studies • Long Range Planning • Journal of World Business • MIT Sloan Management Review • Strategic Management Journal TEACHING FORMAT Lecture • Monday 10:00-11:00 am, PFC/212 • Tuesday 4:00-5:00 pm, LAN/121 Tutorials (from Week 3 onwards) • Group A: Monday 11:00 am-12:00 noon, DBB/02/2005 • Group B: Monday 12:00 noon-1:00 pm, DBB/02/2005 • Group C: Monday 1:00 pm-2:00 pm, DBB/02/2005 • Group D: Monday 3:00 pm-4:00 pm, DBB/02/2006 Policy on Tutorials: Each student is expected to attend one weekly tutorial. The purpose of tutorials is to provide students with examples of concepts in use and to give students the opportunity to develop their own applied skills. The tutorials WILL require the students to have completed the required readings and to present their ideas and answer to the question set. You are reminded that attendance at tutorials is mandatory, and will be monitored in accordance with the procedures outlined in the Student Handbook. -2-
  • 3. Dr Eunsuk Hong 01/02/2010 ASSESSMENT The course assessment is as follows: A 2-hour end-of-semester examination 60% A 2,500 word individual essay assignment 30% Tutorial case study submission 10% • End-of-semester examination (60%): The 2-hour end-of-semester examination will involve a choice of two essays from 4 questions. • Individual essay assignment (30%): You will be required to submit individual essay assignment on strategy management totaling not more than 2,500 words by 4pm on Monday 26 April to the Student Office (24 University Square). The detailed requirements on the essay assignment will be announced in the first tutorial class on Monday 15 Feb. • Tutorial case study submission (10%): 10% of the module assessment depends on tutorial case study submission. The tutorial program consists of 7 case studies. At the start of each tutorial you are required to submit in person a one-page report providing answers to each discussion question for the week’s case study. Reports should be word processed, 12-point font, and single-spaced. The exception is where you miss a class for a legitimate reason (e.g. illness, family bereavement); submission by email may be allowed in such cases, with the agreement of the module coordinator. At the end of the module, each student will be awarded a conceptual equivalent grade for this element based on the number of tutorial case hand-ins submitted, as follows: 7 submissions out of 7 = 90%; 6 submissions out of 7 = 75%; 5 out of 7 = 65%; 4 out of 7 = 55%; 3 out of 7 = 45%; 2 out of 7 = 35%; 1 out of 7 = 15%; zero submissions = 0%. Please note that attendance alone will not count towards your mark allocation. -3-
  • 4. Dr Eunsuk Hong 01/02/2010 COURSE OUTLINE WK DATE LECTURE TUTORIAL I. STRATEGY ANALYSIS 1 Feb Introduction to strategic management (I) 1 2 Feb Introduction to strategic management (II) 8 Feb Strategic purpose (I) 2 9 Feb Strategic purpose (II) External environment of the firm (I): Industry 15 Feb Discussion of individual essay assignment analysis 3 External environment of the firm (II): Further 16 Feb topics in industry analysis International environment of the firm (I): 22 Feb Cola Wars Continue: Coke and Pepsi Analyzing resources and capabilities 4 International environment of the firm (II): 23 Feb Developing resource and capabilities Organization structure and management system 1 Mar Wal-Mart Stores, Inc. (I) 5 Organization structure and management system 2 Mar (II) II. BUSINESS-LEVEL STRATEGY Organizational Restructuring within the Royal 8 Mar Business level Strategy: Cost advantage (I) 6 Dutch Shell Group 9 MarBusiness level Strategy: Cost advantage (II) Business level Strategy: Differentiation 15 Mar Ryan air advantage (I) 7 Business level Strategy: Differentiation 16 Mar advantage (II) Technology-based industries and the 22 Mar Harley-Davison, Inc. management of innovation Creating and sustaining competitive advantages 8 in the restaurant industry in Belfast 23 Mar Guest lecturer: Simon McCance, Head Chef in Restaurant Ginger Easter Break (20 Mar – 18 Apr) III. CORPORATE-LEVEL STRATEGY 19 Apr Vertical integration (I) Vertical integration (II) Wining in the security industry in Northern 9 Ireland 20 Apr Guest lecturer: Michael Patterson, Director of Manager, V.I.S. Security Ltd. 26 Apr Diversification strategy (I) Eni SpA: Building an International Energy Major 10 27 Apr Diversification strategy (II) Individual Essay Assignment (30%), due 4pm, Monday 26 April 3 May May Bank Holiday (No lecture and tutorial) 11 4 May International strategy (I) 10 May International strategy (II) Richard Branson and the Virgin Group Companies 12 11 May Revision class -4-