Draft green sheet – cases to be determined
1. Course Information: BUS 189 Spring Semester 2007
Asbjorn Osland, Department: Organization & Management, College of Business, SJSU
Course Title: Strategic Management
Course Code: 33320 Seminar
Class Hours/Location: 6-8:45 p.m. BCC 104
Office Hours: T/Th: 10:30-11:30 am; W: 4:30-5:30 pm; F: 8:00-8:45
Office Location: BT 354
Office Phone/Fax: 408-924-3574/408-924-3555
E-mail: Osland_a@cob.sjsu.edu (preferred contact)
2. Course Description:
a. Course Overview and Description: Integrative capstone seminar analyzing interrelationships
of managerial decisions/actions within and between the firm and its environment. Applies multi-
disciplinary techniques to diagnose and recommend actions appropriate to specific company
situations, using case method.
b. Prerequisites: Prerequisite: Bus 100W. Restricted to graduating seniors only.
c. Required and recommended texts, readers, or other reading materials: Hill & Jones. 2007.
Strategic Management. 7th Edition.
d. Other Reading materials: None
e. Student learning objectives for the course:
1. Problem solving skills through case analyses
2. Oral communication and persuasion through classroom participation and presentations
3. Teamwork through a group project
4. Integrate business knowledge from the various business disciplines
5. Understand strategy within both large and small firms
6. Written analyses of business cases and problems and questions
3. Course requirements:
a. Group business plan=20 points: Groups will write and present a business plan for a company
or organization. Students that submit the business plan to the SVCE competition will receive up
to five points to compensate for deductions made to business plan grade but no more than 20
points can be earned for the business plan.
b. Exams= 50 points: One mid-term and one final take home exam, weighted equally (2 @ 25
c. Participation= 15 points: I will evaluate participation after each of 15 class periods (1
d. Case analyses= 15 points: Groups will have to write three brief ( i.e., around 1,000 words)
case analyses (5 points/case/group) during the semester. The instructions for the case analyses
are on C1-C12.
4. 189 course calendar and team project description
(Please note that the course calendar is “subject to change with fair notice”)
Each group will do three written analyses but the entire class must read and analyze each case.
Groups can keep doing cases on the schedule until they get the grades they desire. I’ll count the
top three case analyses.
Date Chapter from Hill Cases Material due
2-7 3 Draft of BP 2: (See following description of business plan
for appropriate instructions. This refers to the opportunity
14 & proposed business concept.)
2-14 4 4 Draft BP 3
2-21 5 13
2-28 6 8 Draft BP 4
3-7 7 10 Draft BP 5
3-14 Take home exam for chapters 1-7
3-21 8 11 Draft BP 6
3-28 Spring Recess
4-4 9 16 Draft BP 7
4-11 10 23 Draft BP 8
4-18 11 25 Draft BP 9
4-25 12 26
5-2 13 32
5-9 Presentations Final group business plans due
5-16 Study Day
5-23 Presentations Final exam due for chapter 8-13
Team project: Business Plan and presentation
This project should build on the concepts developed in this course. The plan must demonstrate
the basic market and commercial feasibility of the proposed business venture.
The Business Plan should include the following sections:
(1) The Executive Summary
– 1-2 pages (see below)
(2) The opportunity & proposed business concept
– What is the need/opportunity?
– What is the business concept that will address this need or take advantage of
– Is the proposed product or service (the solution to the problem) clearly
– What is the value proposition? Is it compelling? What are its unique features?
(3) The industry & competitive analysis
– What’s the nature/degree of competition in the industry? Who are the main
– The barriers to entry, the strengths & weaknesses of existing rivals and the
opportunities & threats in the market.
– How will the company differentiate itself from the competition?
(4) Market research & analysis
– Who is the new venture’s customer?
– Where are customers located?
– How does the customer make decisions about buying this product or service?
– How will the venture reach all the identified customer segments?
– How easy is it to retain a customer?
– Is the market large and growing? Or is it a small niche market but you expect it
(5) Marketing plan
– How will the product/service be priced?
– How will the product/service be distributed, delivered and sold to customers?
– What is the overall marketing strategy in terms of: sales tactics, advertising and
(6) Design, Development, & Operations Plan
– Where will the product or service be produced?
– How will it be produced or offered to the market?
– What is the new venture’s stage of development: conceptual, R&D, prototype, or
– Does the company possess intellectual property or other assets? Can these be
(7) Management team
– Who are the team members?
– What value does each add to the new venture?
– What are their prior accomplishments, their skills, and areas of expertise?
– Is there recognition of the limitations of the team and the need for specific skills?
(8) Financial Plan
– What is the new venture’s revenue and profit model?
– Will revenues be derived from product sales, subscriptions, transaction fees,
usage fees, advertising, or licensing?
– How much initial start-up capital will the venture require?
– What sources of finance?
– How many months will it take to break even and obtain positive cash flows?
– Projected monthly income statements for the first year; annual statements for 3
– Cash flow and Balance sheet for 3 years
(9) A brief summary of the Risks & assumptions
– The Plan MUST confront the risks ahead: ‘what if……?’
– Assumptions made in estimating market size, costs, price, etc. If this is very
long, it could go into the Appendix.
In addition to the maximum of 40 pages covering sections (1) to (9) above, the Plan should have
a Cover Sheet with
● A Title of the product/service/business concept and
● Names of team members
● An Appendix with a list of resources consulted: reference list of secondary sources (industry,
competitive information) and a list of people (industry experts, entrepreneurs, business people
The Executive Summary (1-2 pages) should summarize the contents in the Business Plan,
(a) a brief description of the industry and product or service
(b) principal factors and reasons why an entry opportunity exists
(c) estimated market size ($, units), growth prospects, competitive advantages and capital
(d) Team members, their relevant experience and know how.
The Executive Summary should therefore provide answers to the following questions:
▪ For what reason are you starting this venture and for whom?
▪ How is your business durable and timely, and how will it create or add value to the buyer or
Business Plan Presentation:
• Each team will make a short Power Point presentation to summarize their business
concept to the class and make a case for why they are starting their venture, for whom,
how it will create value and why they are asking for funding (if relevant).
• Time limit for each presentation: 10 minutes, followed by 5 minutes Q&A.
• Number of slides per presentation: Maximum 8 +1 cover slide.
Group business plan=20%
Exams= One mid-term and one final take home exam, weighted equally (2 @ 25%=50%).
Case analyses= 15% (3 @ 5%).
a. Grading information:
Grading Percentage Breakdown
94% and above A
93% - 90% A-
89% - 87% B+
86% - 84% B
83% - 80% B-
79% - 77% C+
76% - 74% C
73% - 70% C-
69% - 67% D+
66% - 64% D
63% - 60% D-
below 60% F
b. Penalty for late or missed work: I will give late case analyses a zero because we discuss the
case in class. Exams cannot be late because I grade them all at the same time.
6. University, College, or Department Policy Information:
a) Academic integrity statement (from Office of Judicial Affairs):
“Your own commitment to learning, as evidenced by your enrollment at San José State
University and the University’s Academic Integrity
Policy requires you to be honest in all your academic course work.
Faculty are required to report all infractions to the Office of Judicial Affairs.” The policy on
academic integrity can be found at http://www2.sjsu.edu/senate/S04-12.pdf
b) Campus policy in compliance with the Americans with Disabilities Act: “If you need course
adaptations or accommodations because of a
disability, or if you need special arrangements in case the building
must be evacuated, please make an appointment with me as soon as
possible, or see me during office hours. Presidential Directive 97-03
requires that students with disabilities register with DRC to establish a
record of their disability.”
c) College of Business Policies and Procedures:
Please check the url at http://www.cob.sjsu.edu/cob/5_STUDENT%20SERVICES/cobpolicy.htm
To ensure that every student, current and future, who takes courses in the Boccardo Business
Center, has the opportunity to experience an environment that is safe, attractive, and otherwise
conducive to learning, the College of Business at San José State has established the following
• Eating and drinking (except water) are prohibited in the Boccardo Business Center.
Students with food will be asked to leave the building. Students who disrupt the course
by eating and do not leave the building will be referred to the Judicial Affairs Officer of
• Students will turn their cell phones off or put them on vibrate mode while in class. They
will not answer their phones in class. Students whose phones disrupt the course and do
not stop when requested by the instructor will be referred to the Judicial Affairs Officer of
• In the classroom, faculty allow students to use computers only for class-related
activities. These include activities such as taking notes on the lecture underway,
following the lecture on Web-based PowerPoint slides that the instructor has posted,
and finding Web sites to which the instructor directs students at the time of the lecture.
Students who use their computers for other activities or who abuse the equipment in any
way, at a minimum, will be asked to leave the class and will lose participation points for
the day, and, at a maximum, will be referred to the Judicial Affairs Officer of the
University for disrupting the course. (Such referral can lead to suspension from the
University.) Students are urged to report to their instructors computer use that they
regard as inappropriate (i.e., used for activities that are not class related).
• Faculty will make every reasonable effort to foster honest academic conduct in their
courses. They will secure examinations and their answers so that students cannot have
prior access to them and proctor examinations to prevent students from copying or
exchanging information. They will be on the alert for plagiarism. Faculty will provide
additional information, ideally on the green sheet, about other unacceptable procedures
in class work and examinations. Students who are caught cheating will be reported to
the Judicial Affairs Officer of the University, as prescribed by Academic Senate Policy
The College of Business is the institution of opportunity, providing innovative business education
and applied research for the Silicon Valley region.
• In addition to my specifically posted office hours, I am available by arrangement.
• “You are responsible for understanding the policies and procedures about add/drops, academic
renewal, withdrawal, etc. found at http://www2.sjsu.edu/senate/S04-12.pdf
• Expectations about classroom behavior; see Academic Senate Policy S90-5 on Student Rights
• As appropriate to your particular class, a definition of plagiarism, such as that found on Judicial
Affairs website at http://www2.sjsu.edu/senate/plagarismpolicies.htm
• “If you would like to include in your paper any material you have submitted, or plan to submit,
for another class, please note that SJSU’s Academic Integrity policy S04-12 requires approval