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BUU44500 Strategic Management: Theory & Practice 20 ECTS

This 20 ECTS Module Is:

  • Divided into two parts: A and B.
  • Both parts will run concurrently over Semesters 1 and 2


Dr. Natasha Evers and Ms. Aisling Curley

Part A - Taught Module Component - Content/Outline:

This module traverses the entire spectrum of business and management. The centre of attention is the total enterprise – the industry and competitive environment in which it operates, its long-term direction and strategy, its resources and competitive capabilities, and its prospects for success.

Throughout the course, the spotlight will be trained on the foremost issues in running a business enterprise: ‘what must future managers and leaders do in order to make the organisation a winner in the game of business?’ The course explores how good strategic management leads to good business performance. It critically examines the techniques of strategic analysis and the methods of crafting, executing and evaluating a well-conceived strategy. Cases and industry practitioner experience are used extensively to ground the experiential learning cycle of concrete experience, reflective observation, abstract conceptualization, and active experimentation (Kolb, 1984).

Learning Outcomes:

Having completed this module, you should be able to:

  • Articulate the role of strategy in the modern organisation, use the vocabulary of strategy, and distinguish strategic management from operational management
  • Incorporate learning from other subject areas into the strategy paradigm
  • Engage with and critically evaluate the strengths and limitations of the various theoretical frameworks
  • Apply strategic management models and frameworks to organisations (SMEs, MNs, Non-profit) using action learning techniques
  • Demonstrate the importance of integrating different parts of the course to enrich understanding
  • Frame and complete a research proposal.

Recommended Texts/Key Reading:

In addition to core text, the course will draw from a diverse range of sources.
Core Essential Text:
Johnson, G., R. Whittington, K. Scholes, D. Angwin and P. Regner (2017). Exploring Strategy: Text and Cases. 11th edition. Pearson. 

Part A - Assessment:

Continuous Assessments – 60%
Written Exam – 40%

Part B - Research Module Component - Content/Outline:

Individual students are required to undertake an independent research project in the area of Strategic Management, typically in the range of 5,000 - 7,000 words.

The research project should accomplish the following:

  • Demonstrate knowledge and understanding of relevant literature and research methods.
  • Leverage the material from the ‘taught’ element of the module and other relevant modules and sources, to provide a critical strategic evaluation of an organization/sector.
  • Apply relevant frameworks and collate sufficient organization/sector background and context information to enable this.
  • Identify the key challenges facing the organization/sector through research and analysis, and through evaluation suggest feasible strategies to leverage and/or mitigate these against challenges.

Learning Outcomes:

Having completed this module component, the student should be able to:

  • Frame and complete a research proposal.
  • Have developed an understanding of research methods and doing research while being cognizant of ethical responsibilities.
  • Gather and collate relevant literature, organization and macro and industry context information.
  • Leverage data/information to demonstrate an ability to relate theories, models and frameworks to provide strategic analysis and evaluation for a real-world –organization/sector.
  • Derive conclusions that demonstrate insight and understanding of relevant theories and frameworks.

Recommended Texts/Key Reading:

A number of source books and articles will be suggested for students to supplement the research workshops. The material will cover research methods, research ethics, literature reviews, doing interviews etc., and provide useful guidance for doing research.

Part B - Assessment:

  1. Research Proposal - 15%
  2. Research Workshop Attendance - 10%
  3. Research Project - 60%
  4. Research Project Presentation - 15%