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BUU44501 Strategic Management: Theory and Practice 10 ECTS

(10 ECTS credits)


Dr. Natasha Evers

Module 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 frameworks and tools for 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 strategic management theory and its application to case scenarios 

§ 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). 

§ Demonstrate the importance of integrating different parts of the course to enrich understanding.

Skills Developed in This Module

Satisfactory completion of this module will contribute to the development of the following key skills:

  • Be able to gather the data necessary to develop a strategic picture of an organisation in its environment.
  • Be able to apply the tools of strategic management to analyse business and organisational situations.
  • Be able to conduct and write up an analysis of business cases.
  • Be able to present an analysis of a business case.
  • Be able to participate effectively well in team-based assignments and harness good analytical, problem solving and communication skills.

Recommended Texts/Key Reading:

In addition to core text, the course will draw from a diverse range of sources. 

CORE ESSENTIAL MATERIAL ( Semester 1 and 2) 

1) Exploring Strategy, Text and Cases, 12th Edition (2020). 

Richard Whittington, Patrick Regnér, Duncan Angwin, Gerry Johnson, Kevan Scholes. PEARSON. ISBN-13: 9781292282459. 

2) Porter, ME (2014) Harvard Business Review – 10 must reads on Strategy (HBR Collection)


The Module Strategic Management Theory component will be delivered in Semester 1 and students will be assessed in the form of multiple-choice online tests on theory and concepts based upon core text and core readings from Harvard Business Review. In addition to lecture content the articles will be covered in weekly tutorials. 

1) Michaelmas Term (Semester 1) 50% 

a. Individual Online multiple choice tests (4x online tests)= 50% 

b. There will be 30-40 questions per test 

c. Time allocation per test will be 1 hour 

d. current times and dates are provisional

Test 1: examined on Topics 1, 2, 3 ( related to chapters 1, 2, 3 of core text) 10% - 19th Oct 2020 

Test 2: examined on Topics 4, 5, 6 (related chapters 4, 5, 6 of core text) 10% - 16th Nov. 2020 

Test 3: examined on Topics 7, 8, 11 (chapters 7, 8, 11 of core text and core readings) 10% - 7th Dec.2020 

Test 4: examined on four of the six HBR articles covered in tutorials 20% - 14th Dec. 2020

Specific time and date for tests will be given

Hilary Term (Semester 2) 50% : Team Case study analysis and Presentation 

The Module Strategic Management Practice component will be delivered in Semester 2. The material will be based on the case studies from the core text and examined on analysis and understanding of connecting theoretical content from Semester to case the case studies. The Assessment will be as follows: 

A) TEAM Case study assignments and presentations (50%) 

(details provided end of semester 1)

Semester 1 Online Tests FOUR Tests will be scheduled at fixed times during Semester 1 (specific schedule to be confirmed when timetable available) 50% 

Semester 2 Team-based Case Assignments Schedule provided end of Semester 50%.


MARKS 100%

Guidelines for Preparing Assignments

(N.B. all marks issued before Court of Examiners’ Meeting are provisional) Text of assignments must be typed in a 12 pt. font. Assignments must be typed. For group / team assignments, each member will receive the same grade unless a peer appraisal scheme has been agreed and used. Assignments are due by the specified time and date. Submission instructions will be on details CA to follow. Any exceptions to these conditions must be approved by the instructor (via College Tutor) in advance. N.B. Use of plagiarism software ( will form part of the submission process. 

Late Submission Policy

Assignments submitted after the designated submission deadline will be penalised by 5% of the grade awarded for each working day late, or part thereof. In the event of a non-medical reason for non-submission of a term-assignment a student should consult with and receive prior approval from the lecturer concerned via their College Tutor. Students unable to submit a term assignment for medical reasons must produce a medical certificate to the School of Business office within three working days of the missed submission date. Certificates received after that time will not be accepted. 


Students must PASS both Assessments pass the full module. In the event of a student failing Assessment 1, they must repeat the exam. In the event that the student fails the Assignment 2 and passes Assignment 1, they will be given an alternative assignment. If a student fails both assignments, they will only be graded for their repeat the exam marked out of the 100% , with no alternative CA given.