STRATEGIC MANAGEMENT

Course Code: MTL 301 Credit Units: 04

Course Objective:
The integrative role of all reas of management in business. The prescriptive and descriptive ideas of theorists
practitioners and researchers in the field. The principles of management and their relevance in business. The
methods and techiques of strategic choice and strategic implementation over different industries. Measurement of
performance in various business and effect of strategies. Difference between traditional and contemporary business
management.

Course Contents:
Module I: Value Chain Analysis and Competitive Advantage (10%)
Competitive scope and value chain

Module II: Strategic Choice – Traditional Approach (20%)

Strategic Alternatives, Various models – BCG, GE Nine Cell Matrix, Hofer’s Model, Strickland’s Grand Strategy
Selection Matrix, SWOT and it’s Impact, Basis of Choice.

Module III: Strategic Choice – Michael Proter’s Approach (20%)

Michael Porter’s Model, Generic competitive strategies. Cost advantage, differentiation, technology and
competitive advantage, substitution, competitor, complementary products and competitive advantage strategic vision
vs. strategic opportunism.

Module IV: Offensive and Defensive Competitive Strategies. (20%)

Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of offensive
strategies.

Module V: Strategic Choice (Modern Rules) (10%)

Coevolving, patching, strategy as simple rules.

Module VI: Strategic Implementation with special reference to Balanced Scorecard (20%)
Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard concepts and
applications.

Examination Scheme:
Components Internal Assessment End Semester Examination
Weightage (%) 30 70

Text & References:

Text:
• Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill.
• Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School
Press.
References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation, 3rd
Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free Press.
• Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill