Business Strategy

The details
Essex Business School
Colchester Campus
Autumn & Spring
Undergraduate: Level 5
Thursday 03 October 2019
Friday 20 March 2020
01 July 2019


Requisites for this module



Key module for

BSC NN25JS Management and Marketing

Module description

Over the last few decades, the business world has become increasingly global, complex, and fast changing. While some organisations are consistently successful over a long period of time, many fail and are forgotten forever. Since capital, labour and management are increasingly mobile, in theory it should become easier to imitate the strategies of winning companies and dissipate their profits. In practice, however, only a few firms become long-term leaders. Why?

While there appears to be clear link between successful industry performance and superior strategy there is little agreement on what a strategy really is or how a successful strategy can be developed in a business or an organization.
This module introduces students to the concepts and tools of business strategy making. It encourages a critical appreciation of how firms make sense of their business environment and how they position themselves in their market. It also critically examines the process for making strategic choices and how firms turn strategy into action.

Module aims

The aims of the module are:
1. To provide an overview of the different approaches to strategy, introduce you to the different tools used in business strategy analysis, and to discuss issues related to the management of business strategy.
2. To enable you to connect business strategy and strategic management issues to business situations
3. To train you in strategic thinking as well as in analysing and making sense of the complexities of the business world around you.
4. To enable you critically to analyse and work with different aspects of business strategy and strategic management, especially in view of your own future managerial practice relating to strategy, either in terms of your own strategic decision-making or in terms of dealing with strategic decisions made in the upper echelons of organizations.

Module learning outcomes

The outcomes of the module are:
1. Recognise and understand what strategy is
2. Understand the different tools that strategists use to create a strategy
3. Understand the issues that strategist might face when using these tools
4. Link a specific case to general theoretical issues and approaches.
5. Make sense of a business situation, analyse it using relevant models and develop a strategy.

Module information

No additional information available.

Learning and teaching methods

Ten weekly lectures and five fortnightly seminars. The lectures introduce you to key strategic management concepts and theories. The seminars are aimed at demonstrating the application of the concepts to contemporary business practice. Lecture slides will be posted on Moodle. During the lectures, seminar tasks will be set. These can be based on case-study exercises and/or relevant readings. The seminar material will be broadly related to material covered in the lectures, but it will usually also introduce you to something new.


This module does not appear to have any essential texts. To see non-essential items, please refer to the module's reading list.

Overall assessment

Coursework Exam
30% 0%


Coursework Exam
30% 70%
Module supervisor and teaching staff
Martyna Sliwa



External examiner

Dr Matthew Higgins
The University of Leicester
Associate Professor in Marketing and Consumption
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

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