Module description


Is strategy something that evolves in response to the organisation's environment with many individuals and groups contributing to its development or is it a carefully crafted plan developed by a few master strategists with a limit to the moves and ploys that can be used? During this module we will be discussing the key issues affecting strategy for 21st century organisations and debating some of the different approaches theorists and practitioners have developed to explain how strategy really works.

Additional Information:


You will work with a number of case studies in this module to help you engage with the material and gain an international perspective on strategy. These include a number of international studies, such as strategic innovation and turnaround at Lego and the development of Spotify.


All of the resources are available through the ELE (Exeter Learning Environment).

External Engagement

In previous years, our guest speakers included: John Lovering Chairman the Maplin Electronics Group, Ian Kentfield, the Managing Director of AMSAFE Bridport, Brian Archer, Director of Strategy for Serco and Chris Busby, Partner with Bridgepoint Private Equity


Working in groups is valuable experience for your future employment as it enables you to learn how to work in different ways. The ability to use a wiki and social media software is increasingly seen as a key skill by employers and many are using collaborative tools to develop strategy.  Previous students have already found their experience of working with a wiki to be of value to employers. You will also develop your skills in working as part of a multi-national team, report writing, researching competitors, and practical problem-solving skills.

Full module specification

Module title:Strategy
Module code:BEMM119
Module level:M
Academic year:2016/7
Module lecturers:
  • Mr Alex Janes - Convenor
Module credit:15
ECTS value:






Duration of module: Duration (weeks) - term 2:


Module aims

The aims of this module are to:
•  investigate critically the components of strategic management models
•  explore the role of strategy at different organisational levels
•  enable students to characterise and conceptualise different perspectives of strategy
•  give students practical experience of working on strategic issues in a team using collaborative technology

ILO: Module-specific skills

  • 1. identify and analyse the role of strategy at multiple organisational levels
  • 2. understand and evaluate a selection of strategic management models
  • 3. apply strategic frameworks to a range of organisational contexts
  • 4. comprehend practical issues associated with the development and execution of strategy

ILO: Discipline-specific skills

  • 5. synthesise conceptual frameworks encompassing multiple perspectives
  • 6. reflect on practical case experiences using current theory
  • 7. use appropriate published research findings to support academic arguments

ILO: Personal and key skills

  • 8. carry out independent study/research and case study analysis
  • 9. reflect on, and amend, personal learning strategies for specific learning tasks
  • 10. work effectively in a group
  • 11. use collaborative technology to create a strategic document

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours22Lectures

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Tutorials and Workshops requiring preparation 3 x 1 hour tutorials 2 x 2 hour workshops1,2,3,4,6,8,9Verbal and peer feedback in tutorial/workshop
Wiki-based group workAverage of 50 minutes per week3,4,6,7,8,9,10,11Comments made by lecturer on wiki

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group paper on case study502,500 words (per group of 5-6 students)3,4,6,7,8,9, 10, 11Comments on paper and group feedback from lecturers
Examination501.5 hours1, 2, 3, 5, 6, 7, 9As requested

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group paper on case studyIndividual paper on separate case study (2000 words)3,4,6,7,8,9August
ExaminationExamination (1.5. hours)1,2,3,5,6,7,9August

Syllabus plan

• The strategic management process
• Analysing a firm’s external environment
• Analysing a firm’s internal capabilities
• Competitive Strategy
• Corporate Strategy
• Collaborative/network level strategy
• International Strategy
• Strategy evaluation
• Strategy implementation
• Different perspectives on strategy
• Strategic Paradoxes

Indicative learning resources - Basic reading

Basic reading:

Core Text for the Module:

Thompson, A.A., Peteraf, M., Gamble, J.E., Strickland, A.J. III., Janes, A., and Sutton, C. (February 2013) Crafting and Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases, European Edition: London: McGraw-Hill, Irwin.

Supplementary Reading:

De Wit, B. and Meyer, R. (2014) Strategy Synthesis, Andover: Cengage.

Barney, J.B. and Hesterly, W.S. (2012)  Strategic management and competitive advantage, Harlow: Pearson Higher Education.

Mintzberg, H., Ahlstrand, B. and Lampel, J.B. (2008) Strategy Safari, London: Financial Times.

Plus a range of articles from Strategic Management Journal, McKinsey Quarterly, Harvard Business Review, Long Range Planning and other relevant journals

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources

• ELE based discussion forums

• Basic Wiki site for each group to use for their group paper and case study work which will also contribute to exam preparation.

Origin date


Last revision date