STRATEGIC MANAGEMENT

Course Code: MMS 301 Credit Units:

04
Course Objective:
The objective of this course is to develop an understanding of:
• The integrative role of all areas of management in business.
• The prescriptive and descriptive ideas of theorist’s practitioners and researchers in the field.
• The principles of management and their relevance in business.
• The methods and techniques of strategic choice and strategic implementation over different industries
• Measurement of performance in various business and effect of strategies
• Difference between traditional and contemporary business management

Course Contents:
Module I: Introduction
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain

Module II: Strategic Analysis

Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry
Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental
analysis and dealing with uncertainty, scenario analysis and SWOT Analysis.

Module III: Strategic Choice

Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofer’s
Model, Strickland’s Grand Strategy Selection Matrix, Basis of Choice; Michael Porter’s Approach -
Generic competitive strategies, Cost advantage, differentiation, technology and competitive advantage,
substitution, competitor, complementary products and competitive advantage, strategic vision vs. strategic
opportunism, Coevolving and patching.

Module IV: Offensive and Defensive Competitive Strategies

Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.

Module V: Strategic Implementation

Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard – Concepts
and applications in strategy implementation.

Examination Scheme:

Components C A CT EE
Weightage (%) 10 5 15 70

Text & References:

Text:
• Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill.
• Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business
School Press.
References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and
Implementation, 3rd Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India,
Business Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
• Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill