City College Plymouth: Business Strategy Module Guide 2009-10

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Faculty of Higher Education, City College PlymouthFoundation Degree Business ManagementFoundation Degree Accounting & Finance

FPC2016 Business Strategy

Figure 1: Business Strategy Assignment Themes: EasyJet; Marks & Spencer;McDonalds; Oxfam; Plymouth City Council

Module Guide 2009-10

Module Leaders:Win Scutt, KR207, Tel. 305332 [email protected]

Karen Sweeting, KR313, Tel 305836, [email protected]

This Handbook is available on Moodle at http://moodle.cityplym.ac.ukPlease use it in conjunction with the FdSc Handbooks, also available on Moodle.
http://moodle.cityplym.ac.uk/http://moodle.cityplym.ac.uk/


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Contents

1. Description of the module ..............................................................................................1

2. Aims of the Module .........................................................................................................1

3. Teaching and learning strategies ...................................................................................1

4. Learning outcomes .........................................................................................................1

5. Indicative Syllabus Content............................................................................................ 1

6. Managing your study time in FPC2016 ..........................................................................1

7. Study skills ......................................................................................................................2

8. Lecture programme .......................................................................................................3

9. Reading to support the lecture programme ....................................................................5

10. Moodle .........................................................................................................................5

11. Assessment Schedule and Deadlines ..........................................................................6

12. Assignment Brief.......................................................................................................... 6

13. Assessment criteria for the report................................................................................ 8

14. Generic Grading Criteria .............................................................................................. 9

15. Key texts .................................................................................................................... 12

16. Reading lists ..............................................................................................................12

17. Links to useful websites for FPC2016 ........................................................................12


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1. Description of the module

This module develops the theory and practice of strategic planning and includes anemphasis on the practical application of planning models.

2. Aims of the Module

The module aims to provide students with the opportunity to analyse and evaluatecomplex interactions of business within their changing environments.

3. Teaching and learning strategies

Student learning is based on a combination of weekly lectures and seminars. Thisintroductory module emphasises written communication skills, which are taught explicitly

and assessed. For instance, assessment criteria for the report include clarity ofexpression, development of a logical structure, ability to draw upon a wide range ofacademic literature and depth of understanding demonstrated.

4. Learning outcomes

On successful completion of this module, students will be able to:

1. Fully assess the current situation of a business and the market within which itoperates, based on analysis of the planning models applied.

2. Select the most appropriate strategy.3. Devise implementation & monitoring plans for that strategy.

5. Indicative Syllabus Content

Missions & objectives; SWOT; PESTEL; Porters 5 forces; Value chain; Benchmarking;BCG Matrix; Ansoff Matrix; Porters generic strategies.

6. Managing your study time in FPC2016

A 10 credit module at City College Plymouth entails roughly 100 hours of study over a15 week period. These 100 hours indicate the quantity of work that is expected tosuccessfully complete the module. A typical hourly breakdown for this module might looklike this:

TOFD100 Study Hours

Class time (lectures and seminars) and fieldwork 20Reviewing class notes 10Report preparation 70TOTAL 100

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Class time equates to approximately 1.5 hours per week. This leaves 7 hours per weekof private study that you should devote to this module. You should expect the majority ofyour learning related to this subject to take place outside of the classroom. Therefore,you are encouraged to establish constructive study habits in order to facilitate your

learning. Experience shows that students who keep pace with required andrecommended readings and allow ample time for preparation tend to earn good marks.By reading relevant materials before attending a lecture on a set topic you are betterprepared to absorb the content presented.

7. Study skills

Many helpful study skills books for university students have also been published. Thefollowing sources relate to one or more of the study skills that are emphasised in this

module. Others not appearing on this list may prove helpful to you as well. We stronglyrecommend that you obtain at least one such skills book to guide your study of BusinessManagement. Consider it a sound investment in the personal library you should aim atbuilding during the course of your studies. If your finances are limited, the library hasmany helpful study skills books available for loan or in-library use.

Learn to dip into books briefly to extract only the sections you need. Developing thisskill will assist you later in the course as you undertake further assignments, especiallythe Research Skills module in Year Two.

Please note that these sources appear in the Harvard style. This is the format you will

need to use for all bibliographic entries made in your Business Management orAccounting and Finance assignments.

Burns, T. and Sinfield, S. (2009) Essential study skills: The complete guide to success@ university, 2nded. London: Sage Publications.

Cottrell, S. (2009) The study skills handbook, 3rd ed. Houndmills, Basingstoke: PalgraveMacmillan.

Cottrell, S. (2005) Critical thinking skills: developing effective analysis and argument.Houndmills, Basingstoke: Palgrave Macmillan.

Drew, S. and Bingham, R. (2004) The student skills guide, 2nded. Aldershot, Hampshire:Gower.

Germov, J. (2000) Get great marks for your essays, 2nd ed. St Leonards, NSW: Allanand Unwin.

Hart, C. (2001) Doing a literature search: a comprehensive guide for the social sciences.London: Sage Publications.

Jaques, D. (1995) Learning in groups, 2nd ed. London: Kogan Page.

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* Kneale, P.E. (2003) Study skills for Geography students: a practical guide, 2nd ed.London: Hodder Arnold.

Langan, J. (1982) Reading and study skills, 2nd ed. New York: McGraw-Hill BookCompany.

Lashley, C. and Best, W. (2001) 12 steps to study success. London: Continuum.

* Levin, P. (2004) Write great essays!Maidenhead: Open University Press.

McIlroy, D. (2003) Studying @ university: how to be a successful student. London: SagePublications.

Race, P. (1993) 500 tips for students. Oxford: Blackwell Publishers.

Saunders, D. ed. (1994) The complete student handbook. Oxford: Blackwell Publishers.

Smith, M. and Smith, G. (1996)A study skills handbook. Oxford: Oxford UniversityPress.

Van Emden, J. (2004) Presentation skills for students. Houndmills, Basingstoke:Palgrave Macmillan.

*Highly recommended

The University of Plymouth has also produced a range of useful study guides onstudying, writing, presenting and learning. These are available under Study Guides onthe University Portal page.

8. Lecture programme

WeekWeek

commencingTopic Lecturer

11 February

2010

Introduction to the course

Missions, Aims and Objectives expectationsand purpose

Win Scutt or KarenSweeting

28 February

2010

Analysing the Macro Environment:

PESTEL Analysis


Study Review Week

3 22 February2010

Internal Audit using:

Porters Value Chain


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9. Reading to support the lecture programme

This module employs a required textbook.

Johnson, G. Scholes, K. Whittington, R. (2008)Exploring Corporate Strategy. 8th ed, Harlow: FTPrentice HallISBN 9780273711919** Also available as an eBook.

The module text is complemented by a companionwebsite at

http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/ and has a rich resource oflearning materials.Purchase of the book will provide you with an access code for this website. Furtherdetails can be found on Moodle.

10. Moodle

This module is fully supportedby Moodle. Check the site fornotices and learning materialfrequently and daily if possible.Make sure you have enteredyour usual email address on

Moodle and check your emailson a regular basis as anymessages from tutors or otherstudents will go there viaMoodle. You will find a rangeof information includinglearning materials, staff details,and the FdSc StudentHandbook.

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Figure 2: Front Cover ofExploring

Corporate Strategy 8th edition

Figure 3: Business Strategy on Moodle
http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/


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11. Assessment Schedule and Deadlines

Assessment componentProportion of

module marks (%)

1. Report 100%

TOTAL 100%

All assignments should be submitted on or before the due date. Please check yourStudent Handbookfor regulations and the assessment framework.

12. Assignment Brief

Assignment Brief

Module number: FPC2016

Module name: Business StrategyAssignment number: OneFinal Submission Dates: Full Time: 4pm Friday 23 April 2010Marks available: 100%

Using and applying the models from the lectures, plus your own research, produce areport to address the following:

1. Review the current corporate strategic position and determine the desired future

strategic position of one of the following companies:

i. Easyjet

ii. Marks and Spencer

iii. Oxfam

iv. McDonalds

v. Plymouth City Council

vi. or your employer (subject to approval by your tutor).

- Provide information to give an introduction to the organisation

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- Define the organisations Mission, Aims and Objectives

Apply:

- Pestel

- SWOT

- Porters five forces

- Porters Value Chain

- Stakeholder Mapping

- Ansoff Matrix

- BCG Growth-Share Matrix

- Identify the desired future strategic position for your chosen organisation

50 Marks

2. Identify and critically evaluate alternative strategies to meet the desired future

strategic position for the company.

Apply:

- Johnson & Scholes Strategy test: suitability, feasibility, acceptability.

10 Marks

3. Decide upon a strategy and identify how, if required, they would justify their

selection to meet the required future strategic position and how this would be

implemented & monitored.

- Select one of the strategies identified in 2. above

- Describe and justify your selection

- Briefly describe the implementation & monitoring plans

30 Marks

Report:Word limit: 2500 words, excluding appendices and list of references..

Must be well structured, within the word limit and correctly referenced.

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(Please show the word count on your report) 10 Marks

This assignment relates to all of the learning outcomes for this module:

Fully assess the current situation of a business and the market within which itoperates, based on analysis of the planning models applied.

Select the most appropriate strategy.

Devise implementation & monitoring plans for that strategy.

You are expected to read relevant academic literature and cite it properly in yourreport and reference list.

Academic offences, including plagiarism, are treated very seriously in the University ofPlymouth Colleges Faculty. It is your responsibility as a student to make sure that youunderstand what constitutes an academic offence, and in particular, what plagiarism isand how to avoid it. Please read through the information provided on the University ofPlymouth portal relating to academic offences and particularly plagiarism, and if youhave any queries relating to this subject please discuss this with your personal tutor.

The report is an individual assignment so you should not co-operate with anyone inpreparing it. Do not show anyone a draft or final copy of your work. Always attributesources properly using the Harvard System as instructed in this module. Unfair practicewill be dealt with severely. Further guidance appears in the FdSc Student Handbook. Ifin doubt, ask your tutor.

An academic report is written in the third person so you should not refer to yourself orthe reader in a direct mannere.g. do not use the terms I, me, we, us or you.

A comprehensive list of references using the Harvard style of referencing is essential. Areport frequently contains subheadings, lists or bullet points, and may be written in anumbered format (1.1.1, 1.1.2, 1.1.3, 1.2.1 etc.)

13. Assessment criteria for the report

The report you submit will be marked against the following criteria:

(a) Report layout and standard of presentation: The report must be typed orword-processed in 12 point Arial font, contain no more than 2500 words*, be 1.5spaced; have numbered pages; use a logical format; and be well presented andcarefully edited. Name the file as instructed above.

(* Note that the reference list does not count toward the word limit and shouldappear single spaced with double spacing between references. Place allreferences in one list in alphabetical order by author surname and do not usebullet points.)

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(b) Standard of English: Proper grammar, spelling and punctuation should beemployed. Work should be clearly written using continuous prose (do not makelists or bullet points or use subheadings). Write from the third person or detachedperspective (avoid first and second person i.e. I, me, we, our, us, you) and

employ a varied and appropriate vocabulary (avoid slang and informalexpressions, repetition and contractions).

(c) Structure: Is it clear and logical? Does the report contain an introduction, bodyand conclusion? Does the introduction set out the purpose of the report in aconcise manner? Does the conclusion contain a summary of the main argumentstogether with key concluding statements? Does the report flow well? Is the lineof argument coherent and well balanced?

(d) Content/Discussion: The report should demonstrate an appropriate depth ofknowledge and understanding of relevant concepts, issues and trends; employ

relevant data; possess clarity and quality of expression and explanation; developa coherent line of argument, an ability to address the set topic; be accurate;reflect critical awareness; contain citations of appropriate literature; compare andcontrast material effectively; employ a balanced use of evidence and relevantsupporting statements. The work should avoid rambling, vague and unsupportedstatements.

(e) Sources: Is the report well researched? Is a wide range of relevant referencematerials used to support the report e.g. books, journals, reports? A minimum often sources is suggested. Is material cited accurately and used to best effect?Are page numbers provided for quotes, data and specific ideas? Is a completereference list provided on a separate page at the end of the report using theHarvard style of referencing with accuracy?

14. Generic Grading Criteria

The criteria set out here in relation to written work should be used in accordance with the

requirements at each stage of the degree programme. In stage one, the emphasis is on students

being able to demonstrate appropriate knowledge and understanding of facts and concepts. In

stage two, the emphasis moves to students demonstrating an ability to analyse facts and concepts.

Written work

Afirst class essay/report/portfolio should:

Marks range - 86-100

Use a wide range of material, the relevance of which is immediately apparent;

Demonstrate an outstanding understanding of the topic area;

Present a clear, consistent and logical argument, producing policy-based and/or theoretical

recommendations where appropriate; which are extremely well quantified, exemplified and

discussed.

Have outstanding analysis and synthesis

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Have an excellent structure, with a directive introduction and a clear conclusion, which have

provided a vehicle for the central argument presented;

Have no significant stylistic shortcomings, in relations to spelling, grammar etc.

Conform to the bibliographic and referencing standards specified within the Harvard Referencing

system.

Marks range - 70-85

Use a wide range of material, the relevance of which is immediately apparent;

Demonstrate an excellent understanding of the topic area;

Present a clear and consistent argument, producing policy-based and/or theoretical

recommendations where appropriate; with excellent quantification, exemplification and

justification.

Have excellent analysis and synthesis

Have an excellent structure, with a directive introduction and a clear conclusion, which have

provided a vehicle for the central argument presented;

Have no significant stylistic shortcomings, in relations to spelling, grammar etc.Conform to the bibliographic and referencing standards specified within the Harvard Referencing

system.

A 2:1 essay/report/portfolio should:

Marks range - 60-69

Include a fairly wide range of material, which is relevant to the specified topic area;

Demonstrate a good understanding of that area;

Present a coherent argument, with evidence of policy-based and/or theoretical recommendations

where appropriate; with very good quantification, exemplification and justification.

Have very good analysis and synthesis

Have a very good structure, which might have an introduction or a conclusion that is not entirely

definitive, but notwithstanding will provide a reliable vehicle for the central argument presented;

Have few stylistic problems in relations to spelling, grammar etc.

Conform to the bibliographic and referencing standards specified within the Harvard Referencing

system.

A 2:2 essay/report/portfolio should:

Marks range - 50-59

Include a range of material which is predominantly relevant to the specified topic area;

Demonstrate a mainly good understanding of that area;Present an identifiable argument, with some evidence of policy-based and/or theoretical

recommendations where appropriate; with some good quantification, exemplification and

justification.

Have some good analysis and synthesis

Have a good structure which might have a non-directive introduction or fairly weak conclusion,

providing something of a framework for the central argument presented;

No major stylistic problems in relation to spelling, grammar etc.

Mainly conform to the bibliographic standards specified within the Harvard Referencing system.

A third classessay/report/portfolio should:

Marks range - 40-49

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Include a range of material which has some relevance to the specified topic area;

Demonstrate satisfactory understanding of that area;

Present an identifiable argument, but may provide little evidence of policy-based and/or

theoretical recommendations where that is appropriate; with little quantification, exemplification

and justification.Have limited analysis and synthesis

Have a recognisable structure, though the introduction and the conclusion may be weak, but

which nevertheless provides a framework, albeit shaky, for the central argument presented;

Has stylistic problems, in terms of spelling, grammar etc., but not to the extent that they serve to

obscure the argument presented

Meets to some extent the bibliographic and referencing standards specified within the Harvard

Referencing system.

Afailwill involve one or more of the following:

Marks range - 30-39

Have little or no material relevant to the specified topic area;Demonstrate a very limited understanding of that area, with serious errors and/or omissions and/

or irrelevant material.

Present no discernible argument;

Have a weak, almost non-existent structure

Have major stylistic problems which impact upon the argument and focus of the essay

Fail to conform to the bibliographic and referencing standards specified within the Harvard

Referencing system.

Marks range - 29-30%

Whilst some points are correctly presented there are serious errors and/or omissions and/or

irrelevant material;

There is insufficient evidence that the student has experienced the material under assessment

Marks range 20-29%

Although some points are correct, and possibly well developed, most of the answer is

incorrect/inappropriate;

There is insufficient evidence that the student has experienced the material under assessment

Marks range 10-19%

Although a few aspects are correct, most of the answer is incorrect or inappropriate

Marks range 0-9%Answer completely (or almost completely) incorrect or inappropriate irrespective of length or detail

The Foundation Degree is not classified but will be awarded with distinction if a student achieves an

aggregate mark of 70% across all modules.

Pass or Fail recorded on award

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15. Key texts

Required text

The following text is required as part of the module as it provides essential readingmaterial.

Johnson, G. Scholes, K. Whittington, R. (2008) Exploring Corporate Strategy. 8th ed,Harlow: FT Prentice Hall ** Also available as an eBook.ISBN 9780273711919

http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/

16. Reading lists

The following list contains further material to assist you in reading around the topics thatare covered each week in the lecture programme. Each chapter of the module text bookalso provides a very useful list of references cited within it as well as a list of annotatedfurther reading.

Grant, R. (2007) Contemporary Strategy Analysis concepts, techniques, applications,4th ed. Oxford: Blackwell

Lynch, R (2008) Corporate Strategy, 3rd ed,. Harlow: Prentice Hall

Mintzberg, H et al (2008) Strategy Safari A Guided Tour through the Wilds of StrategicManagement. 2nd ed. Harlow: FT Prentice Hall

Thompson, J.L. (2005) Strategic management, 5th ed. London: Thomson Learning

17. Links to useful websites for FPC2016

www.dti.gov.ukwww.businesslink.co.ukwww.thetimes100.co.uk

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http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/http://www.dti.gov.uk/http://www.businesslink.co.uk/http://www.thetimes100.co.uk/http://wps.pearsoned.co.uk/ema_uk_he_johnson_ecs_8_irc/http://www.dti.gov.uk/http://www.businesslink.co.uk/http://www.thetimes100.co.uk/

Documents

City College Plymouth: Business Strategy Module Guide 2009-10