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Syllabus Title: Language of the course: Professors in charge : Instructors: Strategy Analysis English Lisa Barton / Xavier Lecocq

/ Loic Pl / Anna Canato Anna Canato// Karl Martin/ David Newlands/ Loic Ple/ Benoit Roux/ Philippe Verkindere Course presentation Objectives The objective of the course is to put students in the condition to: Understand what is and how to perform a strategy evaluation Apply correctly theory concepts to perform a strategic analysis Apply advanced strategy concepts to cases of innovation and international management Identify and explain the complexity of management as reflected in a simulation exercise Prerequisites Students will need to have had exposure to a basic course in management/strategy and in the basics of accounting and microeconomics. The first part of the course will be dedicated to revise the key basic contents of strategy theory, to make sure all students are familiar with basic strategy notions (five forces, definition of competitive advantage)

Contents This is a more advanced course on strategy (as compared to the one delivered in year 3 at IESEG). It will delve into more details of core strategy theory and will extend the analysis to innovation and international strategy. Students are expected to have completed a basic strategy course before, although some aspect of the basic course will be reviewed in the part on distance learning and will be tested at the end of September. During the CM the lecturer will introduce and explain the core theory following the textbook. This part of the program will be based on a distance learning platform which will require students to read contents and complete exercises. The platform will allow communication with the lecturer when needed. In the TD students will be asked to work in groups on a simulation that will ask them to take strategy decisions.TD classes will be dedicated to consultancy session between each group and the tutor, while students will work on the actual simulation between the different sessions. At the end they will be asked to produce a strategy report.

Session 0. Introduction Date* 06/09 Instructor Lisa Barton / Xavier Lecocq Contents Introduction to the course Explanation of the teaching and exam process Presentation of the online platform Definition of strategy Strategy levels Approach to strategy development Industry analysis Porters model Resource based theory of the firm Definition of competitive advantage Cost leadership and differentiation strategy First four sessions Extensions to Porters model Collaboration strategies Further topics in cost and differentiation advantage How do evaluate a strategy Swot analysis Vertical integration strategy Diversification strategy Multi-business strategy Industry evolution Chapters in the text book -


What is strategy? Why is important? The basics of industry analysis Strategic capabilities Competitive advantage


Anna Canato



Anna Canato

3. 4.

online online

Anna Canato Anna Canato

5 8, and cross knowledge modules

EXAM 5. Competitors and segmentation analysis Strategy evaluation

26/09 04/10 Lisa Barton / Xavier Lecocq Lisa Barton / Xavier Lecocq Anna Canato

Multiple and open questions

Chapter 4




8. 9.

Vertical integration and diversification Multi-business strategy Strategy dynamics


Chapter 2, 9 and 10 Case 9: Air Asia Case 10: Harley Davidson Chapter 14 and 16 Case 21: Google Chapter 17 Case 20: Virgin Chapter 11 Case 9: Ford and the world automobile industry Chapter 12 Case 12. Rivalry in video games Case 14. New York Times Chapter 15 Case 18: Vodafone Case 17. Eurodisney


Anna Canato Lisa Barton / Xavier Lecocq


10. Innovation Management


Lisa Barton / Xavier Lecocq

Innovation management Technology management Case in innovation management International strategy Case in international strategy

11. International strategy and current topics EXAM


Lisa Barton / Xavier Lecocq

Please do check the online calendar

Session 1. Introduction Date* 27/09 Instructor Canato/Ple/Roux/ Newlands/Martin/Verkindere Contents Introduction and explanation of the simulation Group formation Practice round

2. 3. 4. 5. 6.

Practice round

Canato/Ple/Roux/ Newlands/Martin/ Verkindere Consultancy Canato/Ple/Roux/ First consultancy session after practice session Newlands/Martin/Verkindere round results Consultancy 09/11 Canato/Ple/Roux/ Second consultancy session after session Newlands/Martin/Verkindere rounds 1, 2 and 3 Consultancy 16/11 Canato/Ple/Roux/ Third consultancy session after rounds session Newlands/Martin/Verkindere 4 and 5 Consultancy 23/11 Canato/Ple/Roux/ Fourth consultancy session 6, 7 and 8 session Newlands/Martin/Verkindere Please do check the online calendar as dates may vary depending on TD groups

Week of oct 4 12/10

The simulation is entirely web based, so students will perform various rounds by their own before one consultancy session and another. Textbook Grant, R. Contemporary Strategy Analysis, 7th edition. Wiley. The preparation on the book is essential for the exam as well as for having cases material A list of suggested readings will be uploaded on the website, as well as relevant CrossKnowledge modules Internet resources Online classes and forum will be accessed through ieseg new course platform: http://www.ieseg-online.com.

Teaching methods : We expect students to participate actively in the course, and to exploit the possibility given by the online platform. Evaluation Active participation in class (CM and TD) and participation to distant learning: 15% Mid term exam (end of September), based on multiple and open questions: 25% Final exam, based on open questions: 30% Final TD assignment (explained in class): 30%