Universidad Nacional Abierta y a Distancia

Academic and Research Vice-rector

Activities guide and evaluation rubric – Phase 1 - Analyze and
evaluate organizations’ situation and position
1. General description of the course

Faculty or Basic Science, Technology and Engineering

Academic Unit School
Academic Level Undergraduate
Academic Field Disciplinary
Course Name Strategic Management
Course Code 212053
Course Type Theoretical Can be yes ☒ No ☐
enabled
Number of Credits 3

2. Description of the activity

Type of Number
the Individual ☒ Collaborative ☒ of 4
activity: weeks
Moment of Unit
Initial ☐ ☒ Final ☐
evaluation Intermediate:
Delivery Environment of the
Evaluative score of the activity: Collaborative Learning and
activity: 125 Monitoring and Evaluation and
Environment
Starting date of the Deadline of the activity:
activity: 06/09/2019 03/10/2019
Competence to develop:

The student determines the organization strategic direction and is able

to identify opportunities and threats as well as strengths and
weaknesses evaluating its internal and external situation
Topics to develop:

Unit 1: Strategic Management Vision:

 Strategic direction: Strategy, Strategic Management, Mission,
Vision, Values
  Strategic Analysis: Internal and External Analysis, Value Chain,
PESTEL, Porter´s Five forces, CPM, SWOT

Steps, phases of the learning strategy to develop

Phase 1 - Analyze and evaluate organizations’ situation and position

Activities to develop

Individual:

The students must develop the following activities:

1. Read the references for Unit 1 at the Knowledge Environment

 Murphy, S. P., & Taylor, P. J. (2018). A Board’s Mission,

Vision & Values: Trustees need to define their own
obligations and aspirations to build a strong culture.

 GÜREL, E., & TAT, M. (2017). SWOT Analysis: A Theoretical

Review

 Triana Ortiz, K. Virtual Learning Object Strategy Analysis

Tools

 Triana Ortiz, K. Porter´s Five forces

2. Read the following case, attached as Annex 2 - How Airbnb

found a Mission and a Brand, at the Collaborative Learning
Environment:

 Gallagher, L. (2017). HOW AIRBNB FOUND A

MISSION—AND A BRAND.

3. After reading and understanding Airbnb’s story, and based on its

own research on internet or other sources, draft a concept map
to expose: the problem, causes and consequences of the situation
 faced by Airbnb to establish its strategic direction, including as a
tittle the following information:

 Student’s name, date, case tittle.

4. Post the concept map as an image in the Collaborative Learning

Forum.

Collaborative:

5. Each member of the group shares its ideas and conclusions in the
Collaborative learning forum, developing as a team, the following
activities, based on the given case and extra information gathered
from the internet:

● Identify the strategic direction defined by the company on

the given case and complete the following chart:

Strategic Direction
Case Company: Airbnb Group number: #
Statement Definition
Mission
Vision
Values
Objectives

● Develop an external and internal analysis of the company

on the given case applying the following tools, according to
the situation described in the reading:

▪ Value Chain analysis

▪ CPM (Competitive Profile Matrix)

Visit the Practice Learning Environment and read the Guide

for the use of educational resources – SWOT to
appropriate the use of the free online tool, provided by
Visual Paradigm Online.

● Using the Visual Paradigm Online tool, build a SWOT

matrix consolidating the strategic external and internal
 analysis, evidencing strengths, weaknesses, opportunities
and threats according to the situation that the company
faced.

6. According to the development of the proposed activities, each

student records an audio (no more than 1 minute) with its own
voice, including its name and date at the beginning, explaining
a conclusion answering the following question:

● Is it important to develop and internal and external analysis

in order to understand the situation of a company with the
aim of achieving it goals?

Explain your answer from strategic management arguments,

studied in this unit.

7. Consolidate all evidences in a creative PowerPoint presentation,

according to the guidelines given below in section Products to
deliver by student, and name it with the following structure:

 Strategic Management_Phase 1_Group number

Environme
nt for the Collaborative Learning, Monitoring and Evaluation
developme Environment
nt

Individual:
Each student posts on the Collaborative Learning Forum
a concept map according to the case.

Products Collaborative:
to deliver
by student Each group, through the student that chooses the role
“Deliveries”, submits to the Monitoring and Evaluation
Environment a PowerPoint presentation, using APA
guidelines for references, including:
 1. Cover
2. Introduction
3. Objectives
4. Table of contents
5. Concept map of each student (Activity 3)
6. Strategic internal and external analysis development
(Activity 5):

● Strategic Direction
● Value Chain Analysis
● CPM (Competitive Profile Matrix)
● SWOT, using the online tool

7. Conclusions – one link of audio per student (Activity 6)

8. References (Use APA)

General guidelines for the collaborative work

● Review frequently News and General forums.

● Develop a personal agenda to achieve all
Planning of proposed activities.
activities for ● Do not leave everything to the last minute.
the
● Participate on due time posting relevant
development
information on the forums.
of
collaborative ● Respect copyright, citing the sources.
work ● Use correct English grammar and spelling
● In case of doubt, ask in advance to the due date

Roles to
● Compiler
perform by
● Reviewer
the student
● Evaluator
in the
● Deliveries
collaborative
● Alerts
group
Roles and
Compiler: Consolidate the document constituted as
responsibilit
the final product of the debate, taking into account that
y for the
the contributions of all the participants have been
delivery of
products by included and that only the participants who participated
students in the process are included.

Reviewer: Ensure that the writing complies with the

rules of presentation of work required by the teacher.

Evaluator: Ensure that the document contains the

criteria present in the rubric. You must inform the
person in charge of the alerts so that you inform the
other members of the team in case any adjustments
have to be made on the subject.
Deliveries: Notify delivery times of the products and
send the document in the stipulated times, using the
resources destined for the shipment, and indicate to the
other partners that the delivery has been made.

Warnings: Ensure that the members of the group are

notified of new developments and inform the teacher
through the work forum and messaging of the course,
which has been sent the document
Use APA format. Edition 6th
The APA Standards is the most used style of
organization and presentation of information in the
area of social sciences. These are published under a
Manual that allows to have the scope in the forms in
which a scientific article must be presented. Here you
will be able to find the most relevant aspects of the
Use of sixth edition of the Manual of the APA Rules, such as
references references, quotations, elaboration and presentation of
tables and figures, headings and seriation, among
others. You can check how to implement them by
entering the page

http://centrodeescritura.javerianacali.edu.co/index.ph
p?option=com_content&view=article&id=138:normas-
apa&catid=45:referencias-bibliograficas&Itemid=
Plagiarism
In the agreement 029 of December 13, 2013, article
policy
99, the mistakes that infringe upon the academic
order, among others, are the following: paragraph e)
 “To plagiarize is to present as your own work the
whole or part of a writing, report, task or document of
invention performed by another person. It also implies
the use of cites or lack of references, or includes cites
where there is no coincidence between them and the
reference” and paragraph f)”To reproduce, or copy for
profit, educational resources or results of research
products, which have intellectual rights reserved for
the University”.

The academic punishments that the student will face

are:
a) In case of academic fraud proved in the
academic work or evaluation, the score achieved will
be zero (0.0) without leading to disciplinary measures.
b) In case of plagiarism proved in the academic
work of any nature, the score achieved will be zero
(0.0), without leading to disciplinary measures.

To know how the documents must be cited, check the

following document:
Centro de Escritura Javeriano ( ) Normas APA. Sexta
edición. Taken from
http://centrodeescritura.javerianacali.edu.co/index.ph
p?option=com_content&view=article&id=138:normas-
apa&catid=45:referencias-bibliograficas&Itemid=

3. Evaluation rubric

Evaluation rubric

Collaborat
Activity type: Individual Activity ☒ ive ☒
Activity
Moment of Unit
the Initial ☐ Intermedi ☒ Final ☐
evaluation ate:
Performance levels of the individual
Assessed activity Scor
Aspects e
High score Media score Low score
 The student
The student
posts in the The
posts in the
Collaborative student
Collaborative
Learning forum does not
Learning forum a
a diagram post any
concept map,
identifying the diagram in
Identify and identifying
problem faced relation to
evaluate clearly the
by the the 30
problems in situation faced
company, but problem in
organizations by the company
there is not a the
deducing causes
clear deduction proposed
and
of causes and case study
consequences
consequences
(up to 30 (up to 15 (up to 0
points) points) points)
Performance levels of the collaborative
Assessed Scor
activity
Aspect e
High score Media score Low score
The student
participates in
The student
the
participates
Collaborative
actively in the
learning forum, The
Collaborative
but, it is not student
learning forum,
sufficiently does not
proposing
Build up relevant to participate
relevant ideas to
team work develop the in the
develop the
and decision strategic Collaborati
strategic internal 15
making internal and ve learning
and external
manager external forum
analysis
skills analysis, or its developing
evidencing its
proposals do the
position in
not evidence a strategic
relation to the
proper analysis
strategic
understanding
decisions made
of the unit´s
in the case
contents
 (Up to 15 (Up to 10 (Up to 0
points) points) points)
The student
The student The
proposes a
proposes a student
strategic
precise definition does not
direction but,
for the strategic submit the
no all required
Recognize direction strategic
statements
and set statements of direction
were submitted
strategic the company in statements
or, some of 15
direction for the case, or they are
them are not
the defining mission, not related
defined
organization vision, values to the
according to the
and objectives company in
strategy of the
the case
company
(Up to 15 (Up to 10 (Up to 0
points) points) points)
The student The student
presents a well- uses different
development of tools to analyze
the Value Chain the
analysis and circumstances,
Competitive but, some of The
them are not student
Profile Matrix,
applied properly does not
Analyze and drafting an
or its develop the
evaluate the internal and
information is internal
internal and external analysis,
not sufficiently and
external and builds a 40
relevant to external
situation of SWOT matrix understand the analysis, or
the using Web 2.0 situation of the it is not
organization
tools inferring an company, also, related to
overall a SWOT matrix company in
understanding of is built without the case
the strategic the use of Web
situation of the 2.0 tools, or, its
company in the development
does not involve
case.
a clear
 understanding
of the strategic
situation of the
company in the
case
(Up to 40 (Up to 20 (Up to 0
points) points) points)
The student The student
records with its records with its
voice a no more voice an audio
than 1 (one) explaining its
The
Build up minute clear and conclusions
student
speaking loud audio, about the case,
does not
English skills including its but it does not
record the
to name and date meet all
audio of its 10
communicate at the beginning, requirements or
conclusions
strategic explaining its its content is
of the case
management conclusions not relevant to
conclusions about the case, solve the
using its own proposed
words question
(Up to 10 (Up to 5 (Up to 0
points) points) points)
The
student
The student
does not
submits the The student
submit the
PowerPoint submits the
PowerPoint
presentation to document,
presentatio
the Monitoring evidencing
Strength wri n to the
and Evaluation some spelling
tten commun Monitoring 15
Environment, and grammar
ication skills and
evidencing mistakes or
Evaluation
proper spelling missing some of
environme
and grammar, the given
nt, solving
following all guidelines
the
given guidelines.
proposed
activities
(Up to 15 (Up to 8 (Up to 0
points) points) points)
Final score 125