Course code: IENT2011 Course name L T P S J C

SDG No.: 9 & 17 STRATEGIC MANAGEMENT 4 0 0 0 0 4

Academic Batch 2022-23 Created on 1st July 2022

Course Description:

Any change that a business plans to implement has a strategy. The key to any successful strategy is the
thoroughness of its formulation and implementation. Managers as leaders need to make strategic
decisions on sound judgement. It is imperative that every management student should be exposed to
basic methodology of strategic management and the steps taken for rolling out an effective strategy.

Course Educational Objectives:

1. Demonstrate the ability to think critically in relation to a particular problem/situation through
real-world scenarios.
2. Analyse the main structural features of an industry and develop strategies that position the
firm most favourably in relation to the competition.
3. Realize the nature and dynamics of the strategy formulation and implementation processes
as they occur in complex organizations.
4. Explain how the evaluation and control of the strategies are crucial in accomplishing the
intended results.

UNIT 1 Basic concepts of Strategic Management 7 hours

Strategy – Evolution of Strategic Management – Meaning and Scope of Strategic Management – Need and
Benefits of Strategic Management – Characteristics of Strategic Decisions – Strategic Management Process
– Prescriptive and Emergent Approaches to Strategy Making – Challenges for Strategic Management –
Growing Relevance of Strategic Management in India.

UNIT 2 Strategic Direction & Strategic Analysis 11 hours

Mission, Vision and Objectives – Environmental Analysis: Social and Cultural, Techno-logical, Economic,
Political Environment – Industry Analysis: Market Environment, Customer, Demographic Factors,
Geographic Factors, Competitor Analysis – Porter’s Five Forces Model, Organization Analysis: Resources,
Capabilities, Core Competencies and SWOT analysis.

UNIT 3 Strategy formulation & Choice 8 hours

TOWS Matrix – BCG Matrix – Corporate Level Strategies: Stability, Growth, and Retrenchment Strategies –
Business Strategies: Cost Leadership, Differentiation and Focus Strategies – Functional Strategies.

UNIT 4 Strategy Implementation 4 hours

Steps in Strategy Implementation – Role of Leadership in Implementation – 7S Framework for Successful
Strategy Implementation.

UNIT 5 Strategy Evaluation and Control 6 hours

Strategy Evaluation and Control Process – Essential Features of an Effective Evaluation and Control System –
Types of Strategic Control.

Text Books:
1. Francis Cherunilam. “Strategic Management”, Himalaya Publishing House Pvt. Ltd., Mumbai,
2016.

1 | Page
 2. P. Subba Rao. “Business Policy and Strategic Management”, Himalaya Publishing House Pvt.
Ltd., Mumbai, 2016.

References:
1. Thomas L. Wheelan, J. David Hunger, Alan N. Hoffman and Charles E. Bamford "Concepts in
Strategic Management and Business Policy", Pearson Education Limited, New Delhi, 2018.

Course Outcomes:
1. Present the concepts of strategic management, its evolution, approaches, and challenges
2. Describe the tasks of strategic direction and diagnose the general environment, industry
trends, and internal competitive strengths and weaknesses of an organization
3. Develop strategies at various levels using a variety of tools.
4. Explain the various issues involved in the successful implementation of the selected strategy
5. Discuss the process of evaluating and controlling the chosen strategies for achieving the
desired results

CO-PO Mapping:
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PSO1 PSO2 PSO3 PSO4
CO1 1 1 1 1 1 1 1 1 1 1 1
CO2 3 2 1 1 1 1 2 1 2 1 3
CO3 3 2 1 1 1 2 2 1 3 2 2
CO4 2 1 1 1 2 1 2 1 2 3 3
CO5 2 2 1 1 2 2 1 1 2 2 2

Note: 1 - Low Correlation 2 - Medium Correlation 3 - High Correlation

APPROVED IN:
BOS :5/19/2022 ACADEMIC COUNCIL: 01-04-2022

SDG No. & Statement: 9 & 17

GOAL 9: Industry, Innovation, and Infrastructure
GOAL 17: Partnerships to achieve the goal
SDG Justification:
Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.
Strengthen the means of implementation and revitalize the Global Partnership for Sustainable
Development.

Authorized by
Professor A. Bhadra
Dean, Business Administration
GITAM (Deemed to be) University

2 | Page