MODULE HANDBOOK

BUSI1633 Strategy for Managers

2022-23
Contents

Welcome message from your Module Leader...............................................................................2

Key contacts.................................................................................................................................. 2
Enquiry-Based Learning and Research-Led Teaching..................................................................4
Module details and learning outcomes..........................................................................................5
Employability................................................................................................................................. 5
Key Dates..................................................................................................................................... 6
Schedule of teaching and learning activities.................................................................................6
Assessment................................................................................................................................. 10
Resit assessments...................................................................................................................... 13
Reading recommendations......................................................................................................... 13
Ethical Compliance for Research on Taught Courses.................................................................14
Additional module information..................................................................................................... 15
Changes to the module............................................................................................................... 15
Other Details............................................................................................................................... 16

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Welcome message from your Module Leader

Welcome to study at the University of Greenwich Business Faculty and a

particular welcome to the module Strategy for Managers (BUSI1633)

This module aims to help you to learn about the core aspects of effective
strategy, the processes of its development and successful implementation. It is
designed to enable you to accumulate and utilise previously acquired knowledge
and skills for building a deep understanding of the key strategic principles.
Knowing such principles is especially important for responding the needs of
today’s competitive business environment and achieving superior outcomes.
The module will help you to get a clear vision of the main characteristics of
strategy and appreciate its role in business success. You will have an
opportunity to learn about the core components of a strategy formulation
process, explore the main tools and techniques for strategic analysis,
understand the main reasons of business failures and common traps, and
develop an ability to think strategically.

The module materials are built on a wide range of recent theoretical frameworks
in the field of strategic management and modern business cases. They integrate
well traditional approaches and new techniques to ensure your interest in the
subject and aspiration to learn more. You will be encouraged to read beyond a
textbook, critically evaluate relevant theoretical approaches and develop your
own solutions for formulating and executing effective strategy

This handbook provides essential information about this module including the
aims and learning outcomes, the schedule of teaching and learning activities,
assessment tasks, reading recommendations and, if applicable, any additional
resources that you will need. Please read it at the start of term so you are aware
of key details and important dates.

Dr. Sterling Rauseo

Module Leader

s.rauseo@gre.ac.uk

Key contacts
The list below provides contact details of the module team.

Email address Phone number

Course Instructor:
Pham Duc Viet (Mr.) VietPD7@fe.edu.vn
Hoang Thi Thu Phuong (Ms.) Phuonghtt8@fe.edu.vn
Thach Do Anh (Mr.) AnhTD27@fe.edu.vn
Nguyen Duc Trung (Mr.) Trungnd55@fe.edu.vn

Programme Coordinator:
DiepTN (Ms.) DiepTN8@fe.edu.vn

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Module details and learning outcomes

Host Faculty: Faculty of Business

Host School: BOS
Number of Credits: 15
Term(s) of delivery: 1
Site(s) of delivery: FPT Hanoi
Pre-requisite modules: None
Co-requisite modules: None

Aims:

The module introduces the key concepts, tools and theories of strategy,
identifies the role of strategy in organisational performance and discusses the
main aspects of change management and strategy implementation. The aims
of the module are: 1. To provide students with a deep understanding of
strategy and its key components; 2. To develop students’ ability to analyse the
influence of external and internal factors in strategy formulation and identify
he methods of effective strategy implementation; To enable students to
identify and critically evaluate the main challenges in strategy implementation
process and the ways to address them.

Learning Outcomes:
On successful completion of this module a student will be able to:

1. Analyse different aspects of strategy formulation and implementation linking

theoretical knowledge and practice, with a specific focus on change
management; 2. Understand the issues and challenges in strategy
formulation and implementation; 3. Identify and critically evaluate the key
components of successful strategy; 4. Develop a profound understanding of
the relationship between organisational activities contributing to strategy
success and an ability to think strategically. 5. Define and evaluate the main
challenges in strategy implementation and execution. 6. Analyse different
aspects of strategy formulation and implementation linking theoretical
knowledge and practice, with a specific focus on change management.

Glossary:
A pre-requisite module is one that must have been completed successfully
before taking this module.
A co-requisite module is one that must be taken alongside this module.
A learning outcome is a subject-specific statement that defines the learning to
be achieved through completing this module.

Employability

The module will help you to develop the following employability skills:

a. Cognitive Skills

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The ability to generate effective decision-making techniques and solve problems
independently, make sensible assumptions in real life scenarios, and reflect on
skills gained and the impact of the proposed strategic solutions.

b. Generic Competencies
Students will be engaged in various tasks and class activities in small groups in
order to help them to develop joint decision-making skills. Through preparing for
group presentations as a part of assessment students will be abilities to set
common goals, plan and allocate workload, question proposed solutions, listen
to the opinion of others, persuade group members and enhance their
interpersonal sensitivity. Individual assessment will encourage students to
develop their writing skills, the ability to analyse data and construct arguments to
convince reader.

c. Organisational Awareness
Students will have an opportunity to understand industry organisational
structures for developing organisational goals and strategic directions.

You can find out more about the Greenwich Employability Passport at:
Greenwich Employability Passport for students

Information about the Career Centre is available at: Employability and Careers |
University of Greenwich

Key Dates
2022/23 Term Dates

Please note that dates may differ depending on when you start your programme of study, and
where you are studying. Please refer to https://docs.gre.ac.uk/rep/sas/term-dates for full
details, and details of University closure dates.

Welcome Week 12 September 2022 23 September 2022

Term 1 26 September 2022 16 December 2022
Examination Period 9 January 2023 13 January 2023
Term 2 16 January 2023 6 April 2023
Examination Period 2 May 2023 19 May 2023
Resit Coursework 10th July 2023
Resit Examination Period 17 July 2023 28 July 2023

Schedule of teaching and learning Activities

Week Week Activity
No. beginning

1 Lecture 1: Introduction to the Module, Introduction to Strategy,

Introducing the case details Chapter 1

Tutorial 1:
 Review of Week’s lecture
 The weekly tutorial format & Review the Moodle page

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  Review the final assessment - case details and case analysis
instruction, rubric and expectations
 How to do a case analysis & applying it to your case
The tutorial’s case -Air India Express (AIE)
 Weekly exploring the final report case (Greek Tourism Industry:
Improving the Tourist Product
 The final report template

2 Lecture 2: The Strategic Position – The Macro- Environment –

PESTEL - Chapter 2

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

3 Lecture 3: The Strategic Purpose- Industry Analysis – Porter’s

Five Forces – Chapter 3

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

4 Lecture 4: The Strategic Position - Resources and Capabilities –

VRIO - Chapter 4 -

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)

 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

5 24/10/202 Lecture 5 – Bringing it all together – Connecting the Strategic

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 2 Position Tools into SWOT/TOWS – Part 1 – The SWOT Analysis

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

6 31/10/202 Lecture 6 – Bringing it all together – Connecting the Strategic

2 Position Tools into SWOT/TOWS – Part 2 – The TOWS Analysis &
Last Year’s Reports

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Review your previous notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Review your previous notes on the final report case (Greek
Tourism Industry: Improving the Tourist Product)
 Review last year’s report and sections 2 and 3
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

7 07/11/2022 Lecture 7: Strategic Choices - Business Strategy– Porter’s

Generic Strategies and the Strategy Clock- Chapter 7

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

8 14/11/2022 Lecture 8: Strategic Choices - Corporate Strategy and

Diversification– Ansoff’s product/market growth matrix -
Chapter 8

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Review your previous notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Review your previous notes on the final report case (Greek
Tourism Industry: Improving the Tourist Product)
 Review last year’s report and sections 2 and 3

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  Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

9 21/11/2022 Lecture 9: Strategy in Action – Evaluating Strategies – SAFE

Chapter 12

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Applying this week’s analysis to the final report template to the
final case discussion
 Read and make notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Read and make notes on the final report case (Greek Tourism
Industry: Improving the Tourist Product)
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

Starting this week for the next two weeks tutors will provide verbal
feedback on written draft report outlines (Minimum 5 minutes or
more depending on tutorial class size) scheduled either in-class or
during tutor’s office hours

Submission date for Final Report Friday, 09/12/2022

10 28/11/2022 Lecture 10: Module revision – Review of Module’s Topics - Review

of Weeks 1 - 9

 Review of this week’s lecture and last week’s tutorial activities

 Case analysis model & applying it to this week’s topic
 Review your previous notes on the AIE case – (individual work)
 Use your notes and the case analysis model to apply it to AIE
(small and large group discussion)
 Review your previous notes on the final report case (Greek
Tourism Industry: Improving the Tourist Product)
 Review last year’s report and sections 2 and 3
 Questions on the final assignment & Applying this week’s analysis
to the final report template to the final case discussion

Continuing this week and ending next week tutors will provide
verbal feedback on written draft report outlines (Minimum 5
minutes or more depending on tutorial class size) scheduled either
in-class or during tutor’s office hours

Submission date for Final Report next week Friday,

09/12/2022

11 05/12/202 Week 11: Q & A session concerning the final case report
2
Tutorial 11: Q & A session concerning the final report

Final week tutors will provide verbal feedback on written draft

report outlines (Minimum 5 minutes or more depending on tutorial
class size) scheduled either in-class or during tutor’s office hours

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 Submission date for Final Report this week on
Friday, 09/12/2022

12 12/12/202 No classes scheduled

2

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In addition to the teaching and learning activities within the module, additional
study support can be seen at: Academic Skills

Assessment

First sit Deadline or Weighting Maximum Marking Learning

assessments exam period out of length type outcomes
100%* mapped to this
assessment.
Final Report 31/03/2023 100 % 2,500 Stepped 1,2,3,4,5,6
wordcount numerical

*The weighting refers to the proportion of the overall module result that each
assessment task accounts for.

Your assessment brief:

Final Report. The task for the assignment is to conduct a strategic analysis of Greek Tourism
Industry: Improving the Tourist Product Case using the Exploring Strategy - Strategy Checklist.
The case puts students into the position of a strategy consultant hired by the Greek government to
evaluate the internal and external environment of the Greek tourism industry and to propose a
strategic plan to guide Greek policymakers in improving the Greek tourist product and achieve
stable and healthy growth rates of the Greek tourism industry.

The total wordcount for the report is 2,500 words +/- 10% and there is penalty of a deduction
of 5 points from your final mark if you go outside the wordcount limits.

Task guidelines and tips: Please arrange your final report according to the following sections and
suggested wording for each section:

1. Introduction – 150 words

2. Strategic Position – What does the case tell you about the strategic position of the
Greek Tourism Industry? (1,000 words)

Consider these Strategic Position questions we covered in the tutorials (What are the
environmental opportunities and threats? • What are the organisation’s strengths and
weaknesses? • What is the basic purpose of the organisation? • How does culture fit the
strategy? Who are the stakeholders?) when answering the question. (Make use of any of
the strategic position’s models or tools to evidence your discussion PESTEL,
Porter’s Five Forces, VRIO or SWOT)

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 3. Strategic Choices – From the case details, what might be some strategic choices that
you as a consultant may suggest that are available to Greek Tourism Industry to
develop a strategic plan to improve the Greek tourist product and achieve stable
and healthy growth rates of the Greek tourism industry? Choose no more than 4
choices (800 words)

Consider any of these Strategic Choices questions we covered in the tutorial (How should
business units compete? • Which businesses to include in a portfolio? • Where should the
organisation compete internationally? • Is the organisation innovating appropriately? •
Should the organisation buy other companies, ally or go it alone?) when answering your
question. (Make use of any of the strategic choices’ models or tools to evidence
discussion - Porter’s Generic & Hybrid Strategies, The Strategy Clock, or Ansoff’s
product/market growth matrix).

4. Strategy in Action – From the case details, what might be some considerations you as
a consultant may have in terms of evaluating and implementing the strategies outlined in
Question 3 strategic choices that are available to the Greek Tourism Industry to
develop a strategic plan to improve the Greek tourist product and achieve stable
and healthy growth rates of the Greek tourism industry and choosing one strategic
option to pursue? (400 words)

Consider any of these Strategy in Action questions we covered in the tutorial that are
appropriate to the case (Are strategies suitable, acceptable and feasible? • What kind of
strategy making process is needed? • What are the required organisation structures and
systems? • How should the organisation manage necessary changes? • Who should do
what in the strategy process?) when answering your question. (Make use of any of the
Strategy in Action’s models or tools to evidence discussion – SAFe)

5. Conclusions – 150 words

References (at least 10 references including books and academic peer reviewed articles)
Appendices (optional) Please refer to the module Moodle site for more information.

Marking criteria and rubric

Marking Criteria Marks

allocated
to criteria
Subject 40
Understanding of the subject of strategy, relevant concepts and main tools for
conducting a strategic appraisal of an organisation

Does the report show a comprehensive understanding of the strategy concepts

and literature discussed and correct application of these to the case?
Synthesis 30
Appropriate use of the case study and relevant literature to support strategic
analysis

Does the report bring together the literature both from the case and from
external sources to support the strategic analysis?
Structure & Writing 20
Report is written in coherent Standard English, is well structured and well
presented in an appropriate academic style.

Is the report well organised and logically constructed to achieve synthesis while
being mindful of the needs of the reader? Is the report clearly written, spell
checked and grammatically sound?

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 Referencing 10
Report referencing and sourcing is correct

Is the information in report appropriately and correctly cited and referenced

according to the Harvard referencing style?

Please click on the icon below to view the rubric. Alternatively you can download
and view the document - BUSI1633-Stratgey for Managers – Final Report Rubric
under the section Final Report Case Study details, Rubric & Case Strategic
Analysis Questions Forum on Moodle for details of the rubric we will be using to
assess your final report.

Important note: Coursework is marked on the understanding that it is the student’s

own work on the module and that it has not, in whole or part, been presented
elsewhere for assessment. Where material has been used from other sources,
this must be properly acknowledged in accordance with the University’s
Regulations regarding Academic Misconduct.

Marking, feedback and next steps

To pass this module, students must achieve an overall mark of 40 in the final
report assessments.

For coursework, the marks and feedback will normally be provided to students
within fifteen working days of the submission deadline. In exceptional
circumstances, where there is a delay in providing feedback, you will be informed
by the module leader.

If you do not pass a module at the first attempt, you may be eligible for a resit
opportunity on the failed assessments. The Exam Board will decide whether you
will have an opportunity to resit. They will consider your overall set of results and
profile, including other modules, and your engagement on the programme, for
example, whether you have attempted assessments or not. Note that marks on
resit assessments are capped at 40% unless extenuation has been applied for
and granted.

For further details on resit assessments, please see section 7 below.

The assessment and feedback policy can be accessed at Assessment and

Feedback Policy

Extenuating circumstances and student support

The University recognises there are times when serious and unexpected matters
which are beyond a student’s control (such as serious illness or injury, death in

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family) impact on their academic performance and ability to complete
assessments by the deadline. Guidance on claiming extenuation can be found at:
Extenuating circumstances

External Examiner

The External Examiner for this module is:

Name: Dr. Boyi Li
Institution:

Please note that the role of the External Examiner is to evaluate the overall
standard of assessments on the module. They are unable to correspond with
individual students about their work. If you need to discuss your marks or
feedback, please contact the module leader.

Resit assessments
Assessment Schedule
Resit Deadline Weighting Maximum Marking Learning
assessments out of length type outcomes
100%* mapped to
this
assessment.
Report 1 10/07/2023 100 % 2,500 Stepped 1,2,3,4,5,6
words +/- numerical
11.30pm 10%

If resitting, you would submit the report you failed. Please follow the guidance
provided during the Term for preparing the report carefully and take on board any
feedback received either written or orally from your tutor about your report. In
addition, there will short guidance sessions provided in between the results of the
PAB meeting and the resit submission deadlines.
.

Reading recommendations

The following are suggested readings for the module. Additional, more detailed
reading recommendations will be provided for the module topics.

Author Title Publisher ISBN

Johnson, G., Exploring strategy: Text and cases. 12th Edition Pearson 978 -
Whittington, (2019) (Core Text) Education 1292-
R., Scholes, 282497
K., Angwin, https://ebookcentral.proquest.com/lib/gre/
D. detail.action?docID=5987036
& Regner, P.

Mintzberg, Strategy Safari 2nd ed. (2008) Financial 978 –

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H., Ahlstrand, Times 0273-
B. & Lampel, https://ebookcentral.proquest.com/lib/gre/ 719588
J.B. detail.action?docID=6265330

Ethical Compliance for Research on Taught Courses

University policy requires ANY research which might involve human participants to use set
procedures for informing participants, obtaining their informed consent to provide data, collect-
ing and storing data. This includes the collection of data for formative or extra-curricula activi-
ties.

Normally this requirement will impact upon approval of topics for undergraduate and postgrad-
uate dissertations BUT may also impact upon individual assignments where a student or
group of students will undertake primary research.

Where a course includes an assessment item involving student collection of data, whether
from human participants or not, before any data is collected each student on such a course
must:
 Undertake and pass the Epigium Research Ethics online course, if they have
not already done so;
 Register the details of the project on the online Ethics Approval Form on
the FBUS Research Ethics Moodle site;
All data collected in the course of the project must be:
 stored on the student’s University Home (G:) or OneDrive only1;
 destroyed following the confirmation of results at the PAB or resit PAB.
In addition, any student collecting data from human participants must:
 Not collect data that is sensitive in nature or is collected from University of
Greenwich staff, nor from vulnerable populations such as children;
 Provide all participants with an offline or online participant information sheet
and consent form, using the authorised template;
 Include the participant information sheet consent form template as appen-
dices to the submitted assignment;
 Include any questionnaire or interview guide as appendices to the submitted
assignment;
 If collecting data online, utilise the University’s subscriptions to JISC Online
Surveys, Office 365 Forms, SNAP, Qualtrics, Teams, Skype for Business
or AdobeConnect;
 Not collect data using public domain tools such as SurveyMonkey, Google-
Docs, Google Hangouts (which are outside EU regulation).

If any variation from the set procedures is sought:

i. an individual application must be made to the Business Faculty Research
Ethics Committee using a University Research Ethics Application Form available
from: https://docs.gre.ac.uk/rep/vco/urec-application-form.
ii. The response of the committee will be emailed to the student’s University
email address. The email confirming ethics approval has been granted must be
kept and included as an appendix to the assignment submission it has been
granted for.
iii. Where an application is not approved, the Committee will provide contact de-
tails for the person the student should approach to negotiate the next steps.

Failing to comply with the conditions of this policy is an academic offence.

FREC process Nov 2019 Rev.docx

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Additional module information

Activities
No additional activities

Resources
No additional resources needed

Costs
There are no additional costs for the module

Changes to the module

At the University of Greenwich, we value feedback from students as well as

External Examiners and other stakeholders and we use this information to help us
improve our provision.

Important note: The University of Greenwich will do all that it reasonably can to
deliver the module and support your learning as specified in our handbooks and
other information provided. However, under some circumstances, changes may
have to be made. This may include modifications to the:

 content and syllabus of modules, including in relation to placements

 timetable, location and number of classes
 content or method of delivery of your module
 timing and method of assessments.

This might be because of, for example:

 academic changes within subject areas

 the unanticipated departure or absence of members of university staff
 where the numbers expected on a module are so low that it is not possible
to deliver an appropriate quality of education for students enrolled on it.
 industrial action by university staff or third parties
 the acts of any government or local authority
 acts of terrorism.

In these circumstances, the University will take all reasonable steps to minimise
disruption by making reasonable modifications. However, to the full extent that it is
possible under the general law, the University excludes liability for any loss and/or
damage suffered by any applicant or student due to these circumstances.

Other Details
The majority of information relevant to you while you study at the University has been brought

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together into your programme handbook. Please refer to your programme handbook for any
further information you might require including:

 Deadlines and extenuating circumstances,

 Plagiarism and referencing,

 Who to go to for advice or if you are concerned,

 How to provide us with feedback,

 Key administrative procedures.

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