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2018/19 Undergraduate Module Catalogue

LUBS2660 Principles of Corporate Strategy

10 creditsClass Size: 60

Module manager: Youngbin Joo

Taught: Semester 2 View Timetable

Year running 2018/19

This module is mutually exclusive with

LUBS3070Strategic Management

This module is approved as a discovery module

Module summary

Strategy is the cornerstone of every business; it provides an overall direction to the organisation, whilst defines its relationship with both the internal and the external environment. How effectively and efficiently the organisation’s corporate strategy is implemented and how well it is aligned to its general context are undoubtedly the most crucial elements linked to firm’s performance. The module is designed to help you develop an overall appreciation of the importance of strategy for businesses and the skill-set required when competing globally. It is focused on the information, analyses, organizational processes and skills and business judgment managers must use to devise strategies, position their businesses, define firm boundaries and maximize long-term profits in the face of uncertainty and competition.


This module focuses on identifying and understanding the sources of superior firm performance. This module aims to introduce key theoretical concepts, tools and frameworks useful for analysing the external and internal environment of the firm, and guiding the formulation and execution of different types of strategies. It is also concerned with managerial decisions and actions that affect the performance and survival of businesses in today’s global and volatile competitive environment.

Learning outcomes
Upon completion of this module students will be able to:
- Demonstrate critical knowledge of the integrative role of strategic management, its differing and often conflicting theories, approaches and views, which reflect the richness of debate in the field research
- Evaluate critically, contemporary applied theory and alternative perspectives and styles in strategy and strategic management
- Identify the importance of structure, design, culture and working environment to effective strategic management
- Appraise the resources and capabilities of the firm in terms of their ability to develop sustainable competitive advantage

Skills outcomes
Upon completion of this module students will be able to
- Obtain, analyse and apply information from a variety of sources in the public domain
- Develop skills of argument development and persuasion
- Develop the ability to communicate both orally and in written form

Subject specific:
- Analyse dynamics in competitive rivalry and make appropriate recommendations for action
- Utilise various analytical frameworks, skills and tools to identify central issues and problems in complex business situations
- Distinguish between different levels of strategies, identify their role on firm performance, and recommend appropriate actions for real-world scenarios
- Analyse the main structural features of an industry and develop strategies that position the firm most favourably in relation to competition and influence industry structure to enhance industry attractiveness


Indicative content:
- Outline, introduction and basic concepts
- The Strategic Context: the internal and external environment; configuration; purpose and preferences
- Business Strategy and Competitive Advantage
- Corporate Strategy and diversification, internationalisation and entry strategies
- The Strategy Process: Critique of the rational approach to strategic planning and contemporary issues
- Strategy Implementation
- Business failure and strategies for turnaround

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours84.00
Total Contact hours16.00
Total hours (100hr per 10 credits)100.00

Private study

For each 10 credits of study taken, the expectation is that the normal study time (including attendance at lectures and tutorials, self-study and revision) is 100 hours.

Opportunities for Formative Feedback

Students are offered the opportunity to practice exam questions and will be provided with feedback.

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 2 hour examination.

Reading list

The reading list is available from the Library website

Last updated: 22/01/2019


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