Corporate Strategy

BSO300SL

2022-23 Module Handbook

BSc (Hons) Marketing Management, BSc (Hons) International

Management & Business, BSc (Hons) Accounting & Finance, BSc
(Hons) Operations & Logistics and BSc (Hons) Business
Communication

Module Leader: Dr Jonathan Lean

Other Module Staff: Dr Jonathan Moizer

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Contents
Welcome and Introduction.......................................................................................3
Teaching and Assessment Team............................................................................4
Module Aims..............................................................................................................5
Module Assessed Learning Outcomes..................................................................5
Teaching and Learning Strategy.............................................................................5
Scheme of Work........................................................................................................6
Late Work/Extenuating Circumstances................................................................10
Sources of Guidance and Support.......................................................................11
Referencing Protocols and Academic Offences.................................................11
Reading List; Recommended Texts/Support Materials......................................12
Module Feedback....................................................................................................12

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 Welcome and Introduction

This is a capstone module in the final year of your degree programme. Some of the
concepts discussed within the module will already be familiar to you through your
previous studies. Our aim in this module is to provide you with the opportunity to
think broadly, integrating new and existing knowledge to gain a clearer insight into
strategic issues within organisations. We aim to provide you with the academic and
case study material needed to foster this process.
This module forms part of a programme which has been designed to equip you with
the skills and knowledge base required for your future career or other graduate
opportunities. It is also a platform from which you can undertake additional
vocational and academic qualifications.

This Module Handbook contains important information including:

 Who will be teaching and providing support to you;
 Details of the module schedule and assessment, including feedback.

Note: The information in this Module Handbook should be read in conjunction with
the current edition of the NSBM Student Handbook along with the University of
Plymouth Student Handbook available here: https://www.plymouth.ac.uk/your-
university/governance/student-handbook.

You should also be familiar with your Programme Student Handbook and Quality
Handbook available via your Programme page on the University of Plymouth DLE.

IMPORTANT NOTE REGARDING MODULE DELIVERY

This module will be delivered online by University of Plymouth lecturers. Live

online sessions will be delivered via Zoom according to the schedule on p.9.
There will be follow-up activities that we expect you to undertake on a self-
guided basis.

Zoom links will be posted via the DLE. The Zoom sessions will be recorded
so that students may view them again after the session.

It is more important than normal to carefully read the information posted to

the BSO300SL DLE page, especially regarding the assessments. Please
check the DLE page regularly.

Although we won’t be visiting NSBM this year, please be advised that we are
happy to receive emails with any questions you may have.

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 Teaching and Assessment Team

Dr Jonathan Lean (Module Leader) is Associate Professor of

Strategic Management at Plymouth University. He gained a BA
(Hons) in Economics and Geography from Lancaster University
and a PhD in Entrepreneurship from Plymouth University. He
has published widely in the fields of entrepreneurship and
management learning. For further information, see
https://www.plymouth.ac.uk/staff/jlean

Email: jonathan.lean@plymouth.ac.uk

Dr Jonathan Moizer is an Associate Professor in Business

Operations and Strategy at Plymouth University and a Fellow of
the Higher Education Academy. He was awarded an MSc from
Bradford University in Manufacturing Management and a PhD in
systems thinking from Stirling University. Jonathan is widely
published in the fields of strategy & decision making. For
further information, see
https://www.plymouth.ac.uk/staff/jonathan-moizer.

Email: jonathan.moizer@plymouth.ac.uk

Programme Leader
Shalini Wijewardana
Tel: +94 (11) 544 5179
Mobile: +94 (77) 862 8667
E Mail: shalini.w@nsbm.ac.lk 
 
 
Please visit the Department Office if you need
advice

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 Module Aims

This module aims to integrate and apply the knowledge and skills that you have
developed over the course of your degree programme. Key aims are as follows:

1. To provide a detailed and rigorous analysis of the key principles of strategic

decision-making and apply these principles within the context of specific markets
and organisations;
2. To use contrasting perspectives on the same issue to encourage critical analysis
and debate;
3. To create an awareness of the relevance of intellectual thought to practical
strategic management.

Module Assessed Learning Outcomes

At the end of a module learners should be able to:

1. Select and apply appropriate analytical tools to a given managerial problem;

2. Critically appraise contemporary strategic management literature;
3. Develop corporate strategies, implementation plans and schedules appropriate
to a given organisation and environment.

Teaching and Learning Strategy

SUMMARY OF TEACHING AND LEARNING [Use HESA KIS definitions}

Scheduled Activities Hours Comments/Additional Information
Lectures / online work 40 
Guided Independent 160 
Study
  
Total 200  (NB: 1 credit = 10 hours of learning; 
  10 credits = 100 hours, etc.)

Students are expected to take full responsibility for their learning, attend all
scheduled sessions, read appropriate indicated readings, and work on set
exercises (formative and summative assessment).

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Based on previous experience, students who fail to attend sessions are likely to be
unsuccessful or show poor performance. Please ensure that you are engaging with
the content and learning activities relating to this module.

Scheme of Work

This module will be assessed by:

Element of Module Component Link to Assessed

Assessment Weighting Learning
Outcomes
Coursework 30% Strategic Analysis 1, 3
Poster

Exam 70% 3 hour exam 1,2,3

Exam: 70% 3 hours, closed book.

You will be asked to answer 3 questions from a choice of 5. All questions carry
equal marks. The date and location of the exam will be confirmed by NSBM.

Students who draw on relevant case studies and examples to illustrate their
answers will gain credit for this. Examples may be drawn from the case studies
discussed during the module, your own knowledge or working experience. Some
questions may refer specifically to case organisations or industries discussed
during the module.

Practice exam questions will be made available to you during the module. You are
encouraged to write answers to these practice questions as part of your revision.

Coursework: Strategic Analysis Poster (30%) Deadline: 15th December 2022 - e-

submission via BSO300SL DLE page by 4pm Sri Lankan time on the deadline date.

In teams of 5 (exceptionally 4), you must produce a poster which presents a

strategic analysis of a Sri Lankan organisation of your choice. Your team must
submit an electronic copy of your poster by the deadline of 4pm Sri Lankan time on
15th December 2022 via the DLE. Each group must also submit a ‘Contribution
Statement’ via the same e-submission link on the DLE (a form will be provided).

NOTE: Some time will be allocated to coursework planning and preparation during
the module. There will also be an opportunity to ask questions about the
assessment.

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Detailed Coursework Specification

Choice of Organisation

You may select any Sri Lankan organisation listed in the Brandirectory Top 100 Sri
Lankan organisations for 2022: https://brandirectory.com/rankings/sri-lanka/table. A
key consideration in your choice will be access to information. Such information
might come from the internet, company reports, books, newspapers, journal
articles, industry publications or your own personal contacts. It is important to have
sufficient information to inform your analysis.

Poster Content & Style

(1) Content: Your poster must:

1. Provide brief background information on the organisation and its

industry/sector/context.
2. Present a strategic analysis of the organisation and its environment using
no more than THREE analysis techniques from the below table (you must
select 1 ‘Internal Technique’, 1 ‘External Technique’ and 1 ‘Third
Technique’ – i.e. 1 from each column below – each must be different):

Technique 1: Internal Technique 2: External Technique 3

Resource Categorisation PESTEL VRIO

Value Chain Analysis Scenario Analysis Scenario Analysis

VRIO Porter’s 5 Forces Strategic Group

Analysis

Core Competency Key Factors for Success

Analysis

Strategic Group Analysis

Competitor Profiling

3. Use TOWS analysis to identify no more than four (4) options for your
chosen organisation.
4. Evaluate each of the identified options using the SAFe framework and
rank them by order of priority.

(2) Style: Your poster must:

 Be visually attractive.
 Make use of appropriate images, graphics, tables etc – use graphics to
capture your analysis where possible (e.g. annotated Porter’s 5 Forces
graphic).
 Be readable (i.e. the font size should not be too small).
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  Be a poster, not an essay or report! The purpose is to convey information
clearly, quickly and in an attractive format. You should not use an
excessive amount of text.
 Identify key sources used (a numbered referencing system is
recommended).

Poster Format Specification

 Poster Size: A1; Font: 14 or larger. 1 side only.

 Orientation: either landscape or portrait.
 Recommended software: Powerpoint, jpg or PDF. The file size limit is
150MB for all uploaded files (including the Contribution Statement).
 PowerPoint templates will be provided to assist you with the design.
 Further guidance on designing an academic poster will be provided
during class.

Contribution Statement

Groups must submit a ‘Contribution Statement’ with their poster – a form will be
provided via the DLE. Students may be required to participate in a ‘viva’ via video
conference if there is evidence that they have not made an adequate contribution to
the assessment. The Module Leader reserves the right to vary individual grades. It
is therefore important to agree and accurately describe the contributions made by
ALL group members in your ‘Contribution Statement’. ANY GROUP
EXPERIENCING GROUP WORK PROBLEMS MUST NOTIFY THE MODULE
LEADER AT THE TIME OF THE OCCURANCE VIA E-MAIL:
jonathan.lean@plymouth.ac.uk

Marking Criteria: The following criteria will be used to assess your coursework
(Strategic Analysis Poster):

 evidence of research
 ability to undertake strategic analysis
 ability to identify strategic options
 ability to evaluate and prioritise strategic options
 ability to present a clear, attractive, impactful and effective poster

Feedback: Feedback is an important element of your learning on this module. We

aim to provide feedback in a variety of ways:

Formative Feedback:
- formative feedback from lecturers on your coursework ideas during sessions
(see schedule)
- informal feedback and advice in response to e-mail queries

Summative Feedback:

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 - a written feedback and grading rubric for your coursework (via DLE)
- additional feedback is available on request (e.g. if you don’t understand
coursework feedback).
- coursework feedback will normally be issued to students within 20 working
days via the DLE e-submission system. Please note that all marks are
provisional until they are confirmed at the Award Board.
SCHEDULE
Dates Online ‘live’ sessions Self-Guided Follow-up Reading
6-9pm (SL time) work (other
(live online sessions with lecturers readings
via Zoom – links will be posted via (student self-guided learning or may be
DLE) online group work – complete the given in
day after each session if possible) sessions)
Tues 27th Introduction & CW + Nature Assessment Work in Groups Lynch
Sept of strategy (initial planning) Ch.1

Tues 4th Competitive advantage + Ryanair Case & Questions Lynch

Oct Ryanair Case introduction (complete questions if not Ch.8.2
finished)
Assessment Work in Groups
Tues 11th Environment-based view McDonalds Case & Lynch
Oct and environmental analysis Questions Ch.2 +
McDonalds Case Assessment Work in Groups Ch.3
introduction
Tues 18th Resource-based view and Complete any unfinished Lynch
Oct resource analysis exercises Ch.4
Assessment Work in Groups
NO SESSIONS wc 24th Oct
& wc 31st Oct
Tues 8th Strategic Options & Choice Complete any unfinished Lynch
Nov + exercises Chs.8-10
Strategic Analysis Assessment Work in Groups
Coursework Guidance
Tues 15th Issues in Strategy: Change Case Study Lynch
Nov Strategic Change (complete questions if not Ch.15
finished)
Assessment Work in Groups
Tues 22nd Issues in Strategy: Innovation Case Study Lynch
Nov Innovation strategy (complete questions if not Ch.7
finished)
Assessment Work in Groups
Tues 29th Issues in Strategy: Attempt Practice Exam Lynch
Nov Entrepreneurial Strategy + Questions (rough essay Ch.17
Module Review & Revision plans)
(including Practice Exam Assessment Work in Groups
Questions)
Tues 6th Drop-in session for Continue assessment work Revise
Dec assessment questions and revision. You may email relevant
us with any questions. Good chapters
luck! & extra

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 readings

The schedule is provisional & subject to change. Additional readings may be

recommended during lectures. Live online sessions delivered jointly by J. Lean & J.
Moizer.

Late Work/Extenuating Circumstances

If your participation in an examination or assessment has been affected by an

extenuating circumstance, then you can ask the University to take this into
consideration. You can submit a claim for extenuating circumstances to cover late
submission of work, non-submission of work or non-attendance at a time specific
assessment, such as an examination, test presentation or performance, or field
class.

Information regarding the Extenuating Circumstances policy and how and where to
submit Extenuating Circumstance Claims are available
here:https://www.plymouth.ac.uk/student-life/your-studies/essential-information/
exams/exam-rules-and-regulations/extenuating-circumstances
Where there are no valid extenuating circumstances, the following regulations will
automatically apply:

 Work submitted after the deadline date/time but within 24 hours of

it, will be capped at the pass mark 40%.
 Work submitted 24 hours after the deadline will receive a mark of
zero.

Please note that minor illnesses such as unspecified short-term anxiety, mild

depression or examination stress, cough, cold, sore throat, viral infection or viral
fever will not likely be considered as valid extenuating circumstance by the
University; unless the illness is incapacitating and at its peak at the time of a time-
specific assessment such as an exam or test.  Please note that unspecified
condition such as viral fever, abdominal pain, back pain or stomach ache will not be
considered.
 
Assessed coursework/ major project/ dissertation or equivalent: 
Extenuating Circumstances claims should be submitted as soon as possible, and
normally no later than 10 working days after the deadline for the submission of
work. 
 
Formal Examinations:

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Extenuating Circumstances claims with respect to formal examinations should be
submitted no later than the Wednesday after the end of the formal examination
week.

Please notify the NSBM Programme Office of any extenuating circumstances as

soon as possible.

Sources of Guidance and Support

DLE (Moodle)
The DLE is the main repository for module resources and it is important that you
visit the module DLE page regularly. Resources include:
Announcements: for important notices
Lectures Notes & Presentations: lecturers will use this section to post lecture
slides, session recordings and other relevant session files
Web resources: web-based links and electronic resources
Coursework: coursework information & e-submission

Learning Support
We strongly encourage you to make use of the resources available for learning
support within the University. Many of the resources including referencing and study
skills are available online:
https://www.plymouth.ac.uk/student-life/services/student-services/learning-
development

Referencing Protocols and Academic Offences

When writing a report or an essay you are expected to fully reference the materials
you have used. The report or essay should be your own work, in your own words.

Plagiarism is an offence under the University regulations on examination and

assessment offences. It is important that you familiarise yourself with what
constitutes plagiarism, and academic offences. Further information can be found:

https://www.plymouth.ac.uk/student-life/your-studies/essential-information/
regulations/plagiarism

And https://www.plymouth.ac.uk/student-life/your-studies/essential-information/
exams/exam-rules-and-regulations/examination-offences

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Reading List

Reading List; Recommended Texts/Support Materials

There are a large number of strategy text books available. Whilst all will be of use to
you, you should be aware that different writers adopt alternative perspectives on the
subject (there are a number of different ‘Schools of Thought’ on the nature of
strategy), and this can sometimes lead to confusion.
The recommended texts below are good sources and some editions are currently
available as e-books from the UoP e-library or from the NSBM library:
Lynch, R. (2021) Strategic Management (9th ed.), Prentice Hall, London. 8th
EDITION CURRENTLY AVAILABLE AS FREE E-BOOK VIA PRIMO (the title of
some earlier editions is ‘Corporate Strategy’)

Whittington, R., Angwin, D., Regner, P., Johnson, G. and Scholes, K. (2020)
Exploring Strategy (12th ed.), Pearson, London. CURRENTLY AVAILABLE AS
FREE E-BOOK VIA PRIMO (earlier editions are acceptable and some are titled
‘Exploring Corporate Strategy’ by Johnson, G. et al; Indian edition available)

Johnson, G., Whittington, R., Scholes, K., Angwin, D. & Regner, P. (2018)
Fundamentals of Strategy (4 th ed.), Prentice Hall, London CURRENTLY
AVAILABLE AS FREE E-BOOK VIA PRIMO (earlier editions are acceptable).

The following alternatives are not available as e-books from the Plymouth e-library,
but Asian editions are available if you wish to borrow or purchase one of them
locally:

Wheelen, T. & Hunger, D. (2013) Concepts in Strategic Management and

Business Policy: Toward Global Sustainability, Pearson, London.
David, F. (2016) Strategic Management: A Competitive Advantage Approach,
Concepts & Cases, Pearson, London.
Wheelen, T. & Hunger, D. (2015) Essentials of Strategic Management, Pearson,
London.
Grant, R. M. (2010) Contemporary Strategy Analysis, Wiley, London.

Additional readings may be indicated during lectures. It will also be of benefit to you
to be aware of general developments in the business environment and of specific
company examples. Useful sources covering current issues in business include:
The Economist and quality newspapers.

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 Module Feedback

We value what our students say: you share your feedback we act upon it. Part of
the feedback process includes Module Evaluation. Please complete the Module
Evaluation form on the DLE at the end of the module.

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