STRATEGIC MANAGEMENT

Course Code: 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.

MMS 301

Credit Units: 03

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), Porters Value Chain Analysis, Resource Based View of the Firm-VRIO Framework; Market Analysis-David Aaker Model,Competitor Analysis, Industry Analysis using Porters five forces Model; Scenar io 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, Hofers Model, Making Strategic Choices using Stricklands Grand Strategy Selection Matrix; Ansoffs Product Market Grid; Choosing Generic Strategies using Porters 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 Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Wheelen and Hunger, (2008), Essentials of Strategic Management, Prentice Hall of 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, McGraw Hill. Thomson & Strickland,(2008), Business Policy and Strategic Management, McGraw Hill. Pearce John A & Robinson R.B,(1997), Strategic Management: Strategy Formulation and Implementation, AI.T.B.S. Publishers & Distributors Regular reading of all latest Business journals: HBR, Business World, Business India, Business Today