18MST31 STRATEGIC MANAGEMENT LTPC

3 00 3
PREAMBLE:
Strategic management aims at leading, driving and helping people, those inside organisation and those outside (also
involved in its development), to focus on the organisation's identity and image, to question its worth in a new
environment, to fix its longer term growth, while using its present capacity and fostering its potential for development.
Strategic management prepares people to project themselves into the future, to face new situations in the near future, at
the cost of risk and uncertainty, when dealing with changes in structures, models of action, roles, relations and positions.
COURSE OUTCOMES: Upon completion of the course, students will be able to:
1. Apply the knowledge of fundamental concepts of strategic management.
2. Analyze the internal and external environment of a strategic business unit.
3. Discuss the types of corporate strategies and their application.
4. Evaluate and control the various strategies in strategic business units.
5. Discuss the strategic issues of managing technology and non-profit organizations.
UNIT 1 STRATEGY AND PROCESS 8
The Concept of Strategy and the Strategic Management Process – Strategists and their Role in Strategic Management –
Vision, Mission, Business definition, Objectives and Goals – Strategic Alignment
UNIT 2 COMPETITIVE ADVANTAGE 10
External Environment – Environmental Threat and Opportunity Profile (ETOP), SWOT Analysis; Porter’s Five Forces
Model - Strategic Groups - National Context and Competitive advantage - Resources- Capabilities and Competencies–
Core Competencies, Distinctive Competencies; Generic Building Blocks of Competitive Advantage - Avoiding Failures
and Sustaining Competitive Advantage.
UNIT 3 STRATEGIES 10
Corporate Strategies- Stability, Expansion, Retrenchment and Combination Strategies; Business Level Strategy; Strategy
in the Global Environment - Diversification and Strategic Alliances- GAP Analysis - BCG Growth Share Matrix - Mc
Kinsey's 7S Framework - GE 9 Cell Model - Balance Score Card.
UNIT 4 STRATEGY IMPLEMENTATION & EVALUATION 9
The implementation process, Resource allocation, Designing Organizational Structure-Designing Strategic Control
Systems- Matching Structure and Control to Strategy - Implementing Strategic Change - Techniques of Strategic
Evaluation & Control.
UNIT 5 STRATEGIC ISSUES 8
Managing Technology and Innovation - Strategic issues for Non Profit Organizations - New Business Models and
Strategies for Internet Economy.
TOTAL: 45 PERIODS
TEXT BOOKS:
1. Azhar Kazmi and Adela Kazmi “Strategic Management”, 4th Edition, McGraw Hill, New Delhi, 2015.
2. Hill, “Strategic Management: An Integrated approach”, 4th Edition, Wiley, Bangalore, 2012.
REFERENCES:
1. John Pearce, Richard Robinson and Amita Mittal, “Strategic Management”, 14 th Edition, McGraw Hill, New Delhi
2018.
2. John A. Parnell. “Strategic Management,Theory and Practice”, 5 th edition, Academic Media Solutions, 2016.
3. Gupta, Gollakota and Srinivasan, “Business Policy and Strategic Management – Concepts and
Application”, Revised Second Edition, Prentice Hall of India, New Delhi, 2009.
e-RESOURCES:
1. http://nptel.ac.in/courses/110108047/2, “Concept of Corporate strategy”, Prof. R. Srinivasan Department of
Management Studies, Indian Institute of Science, Bangalore.
2. http://nptel.ac.in/courses/110108047/35, “Non Profit Organizations”, Prof. R. Srinivasan Department of
Management Studies, Indian Institute of Science, Bangalore.