The module aims to allow the learner build a comprehensive understanding of the methods of strategic analysis and to produce suitable generic strategic options for organisations and to develop a student’s understanding of implementing strategic plans and undergoing appropriate change in an organisation.

This module will introduce learners to the following topics:

TOOLS OF STRATEGIC ANALYSIS

• Analysing the environment. Auditing environmental influences. PEST. Five forces model. Strategic group analysis. Market attractiveness and business strength. Value chain analysis. Benchmarking. SWOT analysis. • Analysing resources and capabilities • Organisational culture and stakeholders influences on strategic thinking and implementation.

BUSINESS LEVEL STRATEGY & COMPETITIVE STRATEGIES

• Business level strategy & competitive strategies. • Nature of strategic decisions in dynamic and uncertain industries. • Managing strategic change. – Understanding the context and extent of change required. The styles and roles of change. • Challenging the culture of the organisation, processes and routines, symbols of change and change tactics. Managing change situations – transformational change and incremental change. • Innovation and entrepreneurship. Getting managers to adopt a proactive role in creating innovation in large organisations.

CORPORATE STRATEGY

• Corporate level strategy. • Expansion versus diversification. Types and risks inherent in diversification. Organic growth. Mergers and acquisitions. Joint ventures and alliances. Networks and a network perspective. • Global strategy – The internationalising firm. The transnational corporation. • Business Strategies for Emerging Markets: Analyse the opportunities presented by emerging markets, together with issues of ethics and corporate social responsibility. Learn to manage the risks in doing business in emerging markets.

The certificate is aimed at those learners who have an interest and either academic or practical experience in strategic management and wish to expand and take this knowledge to an advanced stage of understanding applied to a business context.

Graduates of the certificate can progress to the Master of Business in Executive Leadership.