Business Strategy (QB50S3- 2021 - 22)

Course Coordinator: Dr Declan P Bannon

Email: declan.bannon@afg-abdn,edu.qa
declan.bannon@abdn.ac.uk
- –

UNIVERSITY OF ABERDEEN BUSINESS SCHOOL

Powering change for better businesses and better lives

UNIVERSITY OF ABERDEEN BUSINESS SCHOOL HOME TO OPPORTUNITY

2020-21
 Course Guide
QB50S3 (2021-22): Business Strategy
Course Coordinator: Dr Declan P Bannon

Dr Declan P Bannon is Programme Leader and Senior Lecturer in Business & Management at
the University of Aberdeen - Qatar. A Chartered Marketer with over thirty years’ experience in
Universities, senior management and marketing roles as a teacher, executive director, board
member and business consultant. As an academic professor in Higher Education, his
specialities are Marketing and Strategy lecturing for Universities in the UK & Ireland, Europe,
Middle East, Asia, and Africa.

Declan holds degrees from the University of Ulster, an MBA from Edinburgh University and a
PhD Doctorate in Marketing from the University of the West of Scotland.

As an executive business advisor and consultant, Declan specialises in challenging

contemporary approaches to marketing, strategy and business development for MNE and
SMEs internationally.

As a researcher and writer, he is widely published in national and international journals, books
and business publications. Consultancy experience has covered a multitude of organisations,
blue chip, SME and start-ups in industrial, service sector, public sector, retailing, voluntary and
third sector.

Formerly, he has worked in the international pharmaceutical industry and held positions of
Dean of Business School, Executive MBA Director and International Marketing Programme
Leader at various Universities.

Currently, he is Programme Leader & Senior Lecturer in Business & Management, business
writer and Visiting Professor at a variety of academic institutions internationally and Multi-
National Companies in Europe.

.
Contents

I. Basic Course Information.................................................................................................................3

II. Learning Aims (Goals) and Objectives............................................................................................3
III. Intended Learning Outcomes.........................................................................................................3
IV. Course Content................................................................................................................................3
V. Assessment and Feedback................................................................................................................4
Teaching.................................................................................................................................................5
Summative Assessment.........................................................................................................................5
1st attempt..........................................................................................................................................5
Resit....................................................................................................................................................5
Formative Assessment..........................................................................................................................5
Feedback................................................................................................................................................6
VI. Graduate Attributes.........................................................................................................................8
Graduate employability........................................................................................................................8
Academically Excellent.........................................................................................................................8
Critical Thinkers and Effective Communicators................................................................................8
Open To Learning and Personal Development..................................................................................8
Active Citizens.......................................................................................................................................8
VII. Administration of the Course.....................................................................................................9
Course Coordinator...............................................................................................................................9
VIII. Common School Policies............................................................................................................9
IX. Further Details.................................................................................................................................11
Course Texts..........................................................................................................................................11
Lecture Programme..............................................................................................................................12
Tutorials................................................................................................................................................12
Workshops............................................................................................................................................12
Attendance Rule...................................................................................................................................12
In course assessments - guidelines, submission procedures, deadlines..........................................12

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I. Basic Course Information
Credit points: 15

Pre-requisite(s): None

Co-requisite(s): None

Note(s): None

II. Learning Aims (Goals) and Objectives

The overall learning aim (goal) of this course is to help you to gain an understanding of the
key areas of strategic management. In doing so, we aim to introduce you to concepts and
principles that are useful in providing general explanations of how companies operate with
respect to managing their own capabilities, coordinating their activities with other
companies, and selling their products and services to customers.

The specific learning objectives of the course are:

1. To equip you with the knowledge to understand what strategy is, how it is formulated
and implemented in organisations and what kind of tools and models you can use to
support your strategic decision making

2.To provide you with a holistic understanding of the different aspects involved in strategic
management

III.Intended Learning Outcomes

The intended learning outcomes of this course are that:
On successful completion of this course students will be able to:
• demonstrate an understanding of what strategic management is and why it is
important;
• recognise, understand and apply the different types of strategic analysis tools to make
sense of an organisation’s environment and its resources;
• describe the different types of business and corporate strategies and apply these
concepts to analyse the strategic options of organisations in different types of
contexts;
• appreciate the complex issues associated with the implementation of these strategies
in different types of organisations, in different types of contexts;
• identify the role for organisational learning in shaping strategy development.

IV. Course Content

The Business Strategy course is a core component of the MBA programme. The course runs
on the block mode. As such, you have a set of preparatory readings and activities, an
intensive teaching week and finally, a period to complete your assessments. The expectation
is that students take a significant role participating and managing their own learning.
 It is vital that you do the preparation work and also fully participate in the activities of the
course. Indeed, the course is designed around ‘learning by doing’ or experiencing and then
reflecting. As such, participation in activities, engaging in discussions, asking questions,
working in teams and individually is expected and encouraged.

V. Assessment and Feedback

This course is assessed via a Portfolio of Assessed Work comprising three elements:

(1) Group Presentation 30% of the total marks for the course.
The materials you will use for the group presentation are based on the case assigned to your
group as detailed in MyAberdeen. Whilst working in your group you will need to
demonstrate that you can lead the discussion and analysis of the case assigned to your
group. There will be opportunities for you to get formative feedback on your group during
this time. The summative assessment requires your group to record a 5 mins presentation
using “record a slide show with narration feature” in PowerPoint. More details on how
to use this PowerPoint feature can be found on the following link

https://support.office.com/en-us/article/record-a-slide-show-with-narration-and-
slidetimings-0b9502c6-5f6c-40ae-b1e7-e47d8741161c

(2) Multiple Choice test 30% of the total marks for the course
The Multiple-Choice Test will cover the four chapters of the textbook “Foundations of
Strategy”.

(3) Individual Briefing Note contributing 40% of the total marks for the course.
For this piece you will choose one of the 6 topics listed below, research the topic thoroughly
to reflect and attempt to apply parts of the strategy literature to construct either a 6-page
Briefing Note (using double space and one-inch margins) or a short 5-minute video. This
assignment is designed to give you the opportunity to show your capacity to learn on your
own; you will need to read and understand one of the topics listed below, which are not
necessarily explicitly covered in the course. Your task is to write a reflective piece on them.
Reflective means that you not only need to describe the concepts but also and more
importantly, you need to be critical about them and comment on their applicability to
current and future organisational effectiveness. This exercise builds on the skills developed
through the Tasks from prep week. The topics to choose are the following:

1) Agile Methodologies
2) Business Model Innovation
3) Scenario Planning
4) Balance Scorecard
5) Blue Ocean Strategy
6) Managing Across Borders
Details of the submission requirements for all assessments are posted in MyAberdeen.

QB55S3 (2020-21): Business Strategy

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Teaching
This will be available through MyAberdeen and discussed in more detail during the face-to-face
and on-line sessions.

This course is delivered in the block mod. This will involve you in an intensive series of
interactions over the delivery period for the module. There will be time allocated to preparation
for the course, which will consist primarily of your own, self-allocated learning effort. This will
typically involve you in a minimum of 40 hrs. of directed and self-study over the preparation
period.

a) Timetabled teaching hours – for this course will involve 20 hours of face-to-face sessions
during the intensive delivery week. In addition to this there will be a preparation week
workshop of 1.5 hrs and an assessment workshop, also of 1.5 hours.
b) Time an average student would be expected to devote to private study, including
preparation and assignment preparation should be an additional 87 hours.
c) Notional student effort required to complete the course should be 150 hours for a 15 credit
course or 300 hours for a 30 credit course.

Summative Assessment

1st attempt
As shown above in sections 1, 2 and 3.

Resit:
Students who are awarded a grade point of 5 or lower for any of the individual
components of assessment will have to take an alternative assessment. Normally, for resit
calculation purposes, resit pass grades (RP) are capped at D3.
Students who score below D3 overall will be required to submit assessment element three
the Individual Briefing Note. The grade awarded will normally be capped at D3.
For further information and the answers to frequently asked questions go to:
https://www.abdn.ac.uk/staffnet/teaching/pg-faqs-2857.php#panel11888

Formative Assessment
Formative feedback will constitute a very important part of the delivery philosophy for this
module and all participants are encouraged to adopt an active, questioning approach to their
studies and seek feedback on any aspect of their work, including ensuring understanding of the
requirements for the various assignment briefs. There will be many opportunities during the
lectures, seminars, and workshops where formative feedback will be available.
Feedback
The evaluation of the assignments will follow the guidelines shown below:

Grading and Feedback Guidelines:

Groupwork: The Teamwork will be evaluated using the following broad guidelines:

• Demonstrates understanding the task and of key issues facing the chosen industry?
• Understanding of the impact of the wider global environment on the industry and
strategy of the organisation or organisations?
• The extent to which key concepts, ideas and approaches discussed in the course are
used in supporting the analysis and whether there is evidence of wider reading and use
of triangulation.
• Report structure and focus. Use of argument, level of critical analysis, discussion and
conclusions.

Multiple Choice Questionnaire:

This multiple-choice test will cover the four chapters of the textbook “Foundations of Strategy”.

Critical Reflection:

• Does the report demonstrate a good use of relevant literature covered in the course
and from wider reading?
• To what extent does the work demonstrate an understanding and use of a
triangulation between differing opinions and approaches.
• Does the report demonstrate a clear understanding of the relevance of the reflection to
Business Strategy?
• To what extent is the discussion consistent in the views expressed and are the claims
well supported with relevant evidence.

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 Feedback Templates:
Please ensure that you take time to read and understand the assessment criteria, which will be
used in conjunction with the assignment remit as the primary basis for the appraisal of your
work and in judging the grade point to be awarded.

Group Work Assignment:

Grade Assurance of
Feedback
Assessment Criteria Point Learning
Comment
Awarded Process
Demonstrates understanding of the task and of key
issues facing the chosen industry?
Understanding of the impact of the wider global
environment on the industry and strategy of the
organisation or organisations?
The extent to which key concepts, ideas and
approaches discussed in the course are used in
supporting the analysis and is there evidence of
wider reading and use of triangulation?
Report structure and focus. Use of argument, level of
critical analysis, discussion and conclusions.

Individual Assignment – Critical Reflection:

Grade Assurance of
Feedback
Assessment Criteria Point Learning
Comment
Awarded Process
Does the report demonstrate a good use of relevant
literature covered in the course and from wider
reading?
To what extent does the work demonstrate an
understanding and use of a triangulation between
differing opinions and approaches.

Does the report demonstrate a clear understanding

of the relevance of the reflection to Business
Strategy?
To what extent is the discussion consistent in the
views expressed and are the claims well supported
with relevant evidence.
1 Assurance of learning refers to processes for demonstrating that students achieve learning expectations for the programs in which
they participate. For further information see: https://www.aacsb.edu/-/media/aacsb/publications/white-
papers/aol_white_paper_standard_8.ashx?la=en&hash=9DF96D5B2A1E0B02E19ACF6984FFFE07D23D45CA

At the University of Aberdeen Business School, we care about what you think and encourage you
to provide feedback. On MyAberdeen you can read the minutes of Staff Student Liaison
Committees and how the School responded to issues raised (You Said, We Did). Find out more
and how to get involved at: https://www.abdn.ac.uk/infohub/study/student-feedback.php
 External Examiners

Sharon Loane – Ulster Business School.

See: https://www.ulster.ac.uk/staff/sp-loane

AACSB Accreditation

The Business School is currently seeking AACSB accreditation. AACSB Business

Accreditation signals to the world that an institution has met the most rigorous standards of
excellence in business education. Institutions that bear the AACSB-accredited mark
demonstrate that they are committed to upholding—and advancing—the quality of their
programmes both at undergraduate and postgraduate levels. The Programme Guide for your
degree programme has full details of the goals and learning objectives of your programme,
together with a curriculum map showing where in the curriculum these are assessed and
rubrics that detail by what criteria they are assessed.

VI. Graduate Attributes

Graduate employability
This course will equip you with a range of analytical, problem solving and creative thinking
skills.

Academically Excellent
This course will provide you with the knowledge that will enable you to apply the theories
behind strategic management.

Critical Thinkers and Effective Communicators

This course will provide you with the opportunity to develop your problem solving and
communication skills.

Open to Learning and Personal Development

This course will provide you with the opportunity to develop an awareness of how the
decisions and actions of those who formulate and implement strategy influence the
direction, tone and outcomes of the organisation you work in and interact with.

Active Citizens
This course will raise your awareness about the role of strategy in addressing the problems
and challenges faced by organisations operating in today’s global economy.

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VII. Administration of the Course
Administration of this course is via MyAberdeen. Announcements will be made using
MyAberdeen. If we need to contact you personally, this will be via your university email
address (make sure you check this regularly or set up email forwarding to an email address
that you do check regularly) or to your term-time address (ensure you keep these details up
to date via your student portal).

Course Coordinator
Dr Declan P Bannon.

VIII. Common School Policies

This course adheres to the common Business School policies set out below:

 Attendance Policy
 Lateness Policy
 Medical Certification Policy
 Academic Integrity Policy
 Common Assessment Scale
 Resit Policy
 Undergraduate Progression Policy
 Honours Entry Policy
 Postgraduate Progression Policy
 Undergraduate Degree Classification Policy
 Postgraduate Degree Classification Policy
 Class Representation Policy
 Co-Curriculum Policy
 Appeals Policy
 Support for Disabled Students
 Feedback Policy
 Proofreading Policy
 Conversion Scales

These are available on the relevant Business School organisation pages within MyAberdeen –
Undergraduate Postgraduate.
 Students are asked to make themselves familiar with the information on key institutional
policies which have been made available within MyAberdeen. These policies are relevant to all
students and will be useful to you throughout your studies. They contain important
information and address issues such as what to do if you are absent, how to raise an appeal or
a complaint and how seriously the University takes your feedback. These institutional policies
should be read in conjunction with this programme and/or course handbook, in which School-
specific policies are detailed. Further information can be found on the University’s Infohub
webpage or by visiting the Infohub. The information includes the following:

 Absence
 Academic Appeals & Complaints
 Assessment (Common Grading Scale)
 Codes of Practice on Student Discipline (Academic and Non-Academic)
 Class Certificates
 Recording of Lectures
 Exam Results
 Transcripts
 MyAberdeen
 TurnitinUK
 Feedback
 Communication
 Aberdeen Graduate Attributes
 The Co-Curriculum

Avoiding Plagiarism:

Definition of Plagiarism: Plagiarism is the use, without adequate acknowledgment, of the

intellectual work of another person in work submitted for assessment. A student cannot be
found to have committed plagiarism where it can be shown that the student has taken all
reasonable care to avoid representing the work of others as his or her own.
Anyone who is investigated for alleged plagiarism is done so under the Code of Practice on
Student Discipline (Academic).
There are many styles of referencing and citing. The Business School recommends the use of
the Harvard referencing style. The library produces useful information on Citing References.
At present the University of Aberdeen uses SafeAssign or Turnitin to check students work
and you will be asked to submit an electronic version of your report to this for analysis.
Further instructions on this will be given to you via the assessment guidance on
MyAberdeen.
The Centre for Academic Development provides guidance on how to avoid plagiarism
http://www.abdn.ac.uk/sells/online-resources/avoiding-plagiarism/ and you should refer to
this prior to finalising your assignments.
You will be required to submit your assignment through the SafeAssign or Turnitin
software and you should ensure you have read and understood the Information for
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QB55S3 (2020-21): Business Strategy
 Students on TurnitinUK http://www.abdn.ac.uk/sls/online-resources/avoiding-
plagiarism/turnitin-uk/ prior to doing so.

Failure to submit to SafeAssign or Turnitin will result in your grade being given G3 (zero), as
per the School’s policy on the Lateness Policy.

IX. Further Details

Further detail pertaining to the delivery of this course and discussed in this handbook may
be found in MyAberdeen.

Course Texts
Strategic Management has been established as a discipline for over 40 years. However,
despite the much-established treatment of the topic, the definitive answer to the question
‘What is a good strategy?’ remains an enigma. This lack of consensus means that there is no
shortage of textbooks, monographs and journal articles on organizational strategy and
management in the business literature. These vary from the abstract analytical to the
popularly prescriptive. As in any other important sub-disciplines in business management
there is much debate and disagreement surrounding the field of study. We suggest the
following textbook as a starting point for introducing this topic:

Grant, R.M. & Jordan, J. Foundations of Strategy, Wiley, Chichester (this is an introductory
text, suitable for students without substantial prior formal education in management).
Purchasing a copy of this book also provides you with access to an ebook containing the
same material.

There are copies in the library but given the situation we're facing, the book can be
downloaded in pdf for free in the following link. It can also be purchased in online format
from Amazon.co.uk for around £16
https://www.academia.edu/33809835/Foundations_of_Strategy_2nd_Edition_ -
_Robert_M._Grant

We strongly recommend that you make use of the extensive online resources that are
available for students with the purchase of the book. Further recommended readings for this
course include:

Kim, W.C. and Mauborgne, R. (2005) Blue Ocean Strategy. Harvard Business Press, Boston

Moore, G.A. (2011) Escape Velocity, Harper Business: NY

Nohria, N., William, J. & Robertson, B. (2003) What Really Works, Harvard Business Review,
81, 7

Prahalad C. K. and Hamel G. (1990) ‘The Core Competence of the Corporation’ Harvard
Business Review 3 79-91.

Tapscott, D. and Williams, D.W. (2006) Wikinomics, Atlantic Books, London

 In addition, you are encouraged to consult a number of journals available in the library.
These include: Strategic Management Journal, Long Range Planning, Harvard Business
Review, Academy of Management Review, International Journal of Management Review and
British Journal of Management. You should also consult The Economist magazine which has
a weekly Business column to keep up to date with key developments in the business world.

Lecture Programme
The delivery of pre-recorded, face-to-face and online sessions are detailed in MyAberdeen

Tutorials
The delivery of all face-to-face and/or online sessions are detailed in MyAberdeen

Workshops
The delivery of all face-to-face and/or online sessions are detailed in MyAberdeen

Attendance Rule
All students registered for a course must attend and engage with that course by
signing up for and attending compulsory teaching sessions and submitting in-course
assessments. Failure to meet these requirements will attract penalty points. If you
attract one penalty point you are liable to be deemed “at risk” (denoted by C6 on
your student record). If you attract two penalty points you are liable to have your
class certificate removed (denoted by C7 on your student record) meaning you will
not be eligible to sit the examination and are effectively removed from the course.

In-course assessments - guidelines, submission procedures, deadlines

Please note that details for the above will be found in MyAberdeen.
Please note further information on Referencing and Citing guidance can be found in the
following area of the Sir Duncan Rice Library website
https://www.abdn.ac.uk/library/documents/guides/qgbus003.pdf .

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QB55S3 (2020-21): Business Strategy