STRATEGIC MANAGEMENT

Course Code: MBA 301 Credit Units: 03

Course Objective:
The course is designed to help students to understand the concept of strategy and strategic management process.
Acquaint students with basic concepts and principles of strategic management, develop and prepare organizational
strategies that will be effective for the current dynamic environment and likewise to impart the strategic
management conceptual framework which will increase students’ skills and knowledge in identifying and describing
organizations’ strategic posture and direction.

Course Contents:

Module I: Introduction and Purpose of Strategy Formulation

Evolution and Introduction of strategic management. Concept and Classification of Corporate and Business Strategy
with Hierarchy definition; Purpose of Strategy Formulation: Concept of Vision, Mission and Business Definition.
Importance of Stakeholders in Business.

Module II: Strategic Analysis

PESTLE Analysis, Environmental Threat and Opportunity Profile (ETOP), Strategic Advantage Profile (SAP),
Porter’s Value Chain Analysis, Resource Based View of the Firm-VRIO Framework; Market Analysis-David Aaker
Model,Competitor Analysis, Industry Analysis using Porter’s five forces Model; Scenario analysis and SWOT
Analysis. Strategic implications of company decisions and Strategic response to changes in business environment.

Module III: Strategic Choice – Traditional Approach

Portfolio Analysis using BCG, GE Nine Cell Matrix, Hofer’s Model, Making Strategic Choices using Strickland’s
Grand Strategy Selection Matrix; Ansoff’s Product Market Grid; Choosing Generic Strategies using Porter’s Model
of competitive advantage.

Module IV: Industry Structures and Competitive Strategies

Industry Structures and Lifecycle stages, Marketing Warfare and Dominance Strategies: Advantages and
Disadvantages of Defensive and Offensive strategies; Innovation as Blue Ocean Strategy.

Module V: Strategy Implementation and Evaluation

Issues in implementation: Resource Allocation, Organization Structure, Social responsibilities – Ethics. Measuring
performance and establishing strategic controls.

Examination Scheme:

Components CPA TP Q/S A ME EE

Weightage (%) 5 5 5 5 10 70

Text & References:

 Wheelen and Hunger,(2008), Essentials of Strategic Management, Prentice Hall India.

 Ramaswamy and Namakumari,(1999), Strategic Planning: Formulation of Corporate Strategy Text and
Cases, Macmillan India Ltd.,
 Jausch & Glueck,(1988), Business Policy and Strategic Management, (5 th Ed.), McGraw Hill.
 Thomson & Strickland,(2008), Business Policy and Strategic Management, (12 th Ed.), McGraw Hill.
 Pearce John ‘A & Robinson R.B,(1997), Strategic Management: Strategy Formulation and Implementation,
(3rd Ed.), AI.T.B.S. Publishers & Distributors
Regular reading of all latest Business journals: HBR, Business World, Business India, Business Today