Type of module:

Summary module description:

The module explores how and where firms create competitive advantage in their markets. In doing so, it will introduce students to strategy and strategic marketing. The module will introduce well established theories, frameworks and models used by strategists and also explore how they are applied in practice. However, strategy is contentious and in addressing the topic, the module will challenge students to answer core questions which face business leaders today: What is the purpose of an organisation – to maximise shareholder returns or to meet the broader needs of stakeholders? How are successful strategies created – are they the output of a planned approach or do they emerge from within the business? Should a firm’s strategy be a response to opportunities identified in the market or the exploitation of its resources and capabilities? What is value? 

Aims:

The module aims to develop students’ understanding of the concepts and principles underpinning strategy and marketing. Students will also be able to interpret and apply them within the context of their own business. By the end of the module students will be able to: 

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  Explain the core arguments underpinning the shareholder and stakeholder perspectives on the purpose of a business. 

  
  


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  Explain the related concepts of vision, mission and values and their relevance to the future direction of a firm. 

  
  


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  Evaluate different types of strategy and strategy creation. 

  
  


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  Apply models and frameworks to identify opportunities and risks in the external environment and the industry in which a firm operates. 

  
  

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  Apply models and frameworks to analyse a firm’s resources and capabilities. 

  
  


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  Develop market strategies 

  
  


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  Understand how firm’s realise strategy and the impact of organisational structures on strategy.

  
  

Assessable learning outcomes:

By the end of the module the student will be able: 

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  Explain an organisations strategy in the context of its objectives (including vision, mission and values) 

  
  


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  Analyse the business environment and the industries and organisations that operate within it using relevant tools, concepts, theories and frameworks. 

  
  

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  Analyse the resources and capabilities of a firm to understand where they may be able to create a competitive advantage. 

  
  


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  Explain how strategy is created and realised within organisations 

  
  


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  Reflect on their personal learning experience. 

  
  

Additional outcomes:

Outline content:

This module has been designed to provide valuable practical and theoretical insights into key organizational issues and practices associated with strategy, its formation and marketing. Students will consider organizational contexts and how they may be analysed. Students will examine how organizations can respond to various opportunities. They will also consider theories and concepts around strategy and its formation, marketing, environmental and stakeholder analysis. They will be expected toapply learning to their work place and be able to assess individual and organizational practice in this area.

Global context:

The module focuses on international businesses and management 

Brief description of teaching and learning methods:

The module will be taught using a blended learning approach. This will include directed self-study, workshops, group work, peer support, and other learning activities. During the module, students will follow a guided-learning path that will require them to read materials, access other core and optional learning materials and undertake a range of activities. In addition to the learning path, students will attend workshops. These are facilitated sessions that will help consolidate knowledge, ap ply it the workplace and develop higher order cognitive skills of analysis and evaluation. Students will be expected to relate their learning to their day-to-day work. 

Summative assessment- Examinations:

N/A

Summative assessment- Coursework and in-class tests:

Students will prepare a 3,500-word written individual report and supporting reflection on the development of a business idea/ strategy using the frameworks and theories that they have learnt during the module. This will be submitted towards the end of the module (about week 9). A -10% to + 20% word count tolerance margin applies.  

Formative assessment methods:

Not applicable. 

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx  

Assessment requirements for a pass:

The assignment / project / report must achieve a minimum mark of 50% to achieve a pass. 

Reassessment arrangements:

Resubmission of the same assignment based on formative feedback. One resubmission-allowed, capped at 50%. Resubmission periods will be advised by the Examinations Manager following the relevant Programme Examiner’s Meeting.  

Additional Costs (specified where applicable):

Last updated: 30 March 2023