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Course Syllabus

Course Title: Corporate Policy and Strategy Course Code: PLCY 401 Course Instructor: Assist. Prof. Dr. Marwan Al Quran College of Business Administration Department of Management and Marketing Tel: + 966 (1) 224 2222, Ext: 3656 Fax: +966 (1) 260 1111 E-mail: m_alquran@yu.edu.sa Semester: Fall, 2011 Office Location: Male Campus, 1st Floor, Room A1015 Office Hours: Sat, Mon & Wend (9:30 am- 12:00 pm) a). Also generally available at other times by appointment Hours per week Credit 3 Contact 3 Scheduled Time & Venue Section 1: Sat, Mon & Wend (3:30 pm-4:30 pm) Room, B001 Section 2: Sat., Mon & Wend (12:30pm- 1:30 pm) Room, B108 1. Course Prerequisite: 90 Credit Hours. 2. Course Description: The principal theme of business policy is the strategy of the enterprise. Strategy is the determination of long-term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals. Managing the policy or strategy of an enterprise is normally referred to as strategic management. As a result, this course was designed to provide a comprehensive review and analysis of corporate strategy issues. The course focuses mainly on both the analytical and structural framework for competitive analysis, in addition to the formulation of policy and strategic decisions, the balancing of short-term and long-term plans, and the evaluation and control of strategic decisions for the business organization. The discussion of the competitive analysis will focus on understanding the environment that the firm competes within and then developing strategies that allow the firm to develop a sustainable competitive advantage in that industry.

3. Course Objectives: Upon successful completion of the course the students will be able to: 1. Understand broadly the concept of corporate policy and strategy. 2. Develop a managerial viewpoint - a capacity for analyzing problems from a broad business and company-wide perspective. 3. Develop an understanding of the concepts, principles and tools of competitive analysis and strategic thinking as it applies in practice. 4. Offer some practice in conceptualizing, utilizing and communicating the competitive analysis techniques and business strategies discussed in the class. 5. Understand the importance of strategic planning and its impact on the business organization. 6. Understand the strategic management process. 7. Skillfully develop a comprehensive corporate strategy. 4. Learning -Teaching Strategies: Several teaching techniques and methods will be used to effectively facilitate the learning process of this course such as Lectures, Group Discussions, Presentations, Assignments and Case Study Analyses. 5. Assessment Structure: 5.1 To pass this course you must: a) b) Receive an overall grade of D or above and a mark greater than or equal to 60, AND Submit all assessment activities.

The below table shows the assessment structure of this unit: No. 1 2 3 4 Assessment Activity Attendance and participation Group corporate strategy project Group presentation Two major exams during the semester; mid-term exam (20%) and final exam (40 %) Percentage % 15 % 20% 5% 60%


5.2 Assessment Details 5.2.1 Attendance and Participation Your regular attendance and the active participation in the class are very important to gain a proper and excellent understanding of the course. 5 % will be allocated for your attendance and absences while 10 % will be allocated for your individual participation in the class as well as the group discussions which will be carried out in several times throughout the semester. You should be aware that making a significant number of absences will negatively affect your participation mark. Furthermore, according to the YU attendance policy, you are not allowed to exceed 25% of the semesters classes. Exceeding this determined amount will immediately result in the termination of your enrolment in this course. For more information about that issue, check the YU attendance regulations. Be aware that class starts on time and hence it is in your best interest to be punctual. 5.2.2 Group Corporate Strategy Project Each group will require developing a comprehensive corporate strategy for an existing Saudi medium or large company. The project needs to completely address the three main phases of the strategic management process, namely; strategy formulation, strategy implementation and strategy evaluation. The report should not be less than 3000 words and not more than 3500 words. More details about the strategy format and outline are provided below: 1. Executive Summary 2. Companys Background 3. Strategy Formulation The strategy formulation consists of defining organizational purpose and detailing facts about the current internal and external (environmental) situation a company is in and where exactly it wishes to be. Questions such as "What is our purpose? allow the company to develop a mission statement or a list of company aims. The internal/external facts are determined by an analysis of company strengths and weaknesses. It also involves comprehensively laying out a company's options, taking all factors into account including company mission, environment, capabilities and values. The company will then examine and critically appraise each of the strategic options available, and determine where and how it will need to direct its efforts for each one, before selecting the best solution. The following aspects should be addressed in this stage: -Companys Vision Statement -Companys Mission Statement -Internal Assessment (Company SWOT Analysis) -External Assessment (Competitors SWOT Analysis) -Environmental Analysis (PEST Analysis: Political, Economic, Social and Technological) -Corporate Goals (Where we want to be) -Alternative Strategies (How we can accomplish the goals) -Strategic Selection (The recommended strategy)

4. Strategy Implementation This stage involves firstly examining the company resources and competencies to determine readiness for strategy implementation. The company then specifies how the chosen strategy will be implemented using a task list. Finally, the company will closely monitor the performance of the strategy during implementation to assess its progress against the pre-agreed targets. The following aspects should be addressed in this stage: -Actions and Programs (How we turn plans into reality, what kinds of activities are required to implement the strategy) -Resources Allocation and Budget (Human and financial resources required to implement the strategy) -Monitoring and Controlling (How will we know if we are achieving the pre-planned goals) 5. Strategy Evaluation Strategy evaluation involves investigating how the strategy has been implemented in addition to the consequences of the strategy. This includes determining whether deadlines have been met, whether the implementation steps and processes are working correctly, and whether the expected results have been achieved. If it is determined that deadlines are not being met, processes are not working, or results are not in line with the actual goal, then the strategy can and should be modified or reformulated. The following aspects should be addressed in this stage: -Performance Measurement (How you will measure the accomplishment of the pre-planned strategy) -Corrective Actions (What kind of actions needed to correct any deviations in the strategy implementation) 5.2.3 Group Presentation Each group will require presenting their project in the determined date as indicated in the course schedule. 20 to 25 minutes will be allocated for each group presentation and each group member must participate in the presentation. The presentation evaluation sheet is attached to the last section of this course outline. 5.2.4 Exams Two major written exams will be undertaken throughout the semester period; mid-term exam which is weighted 20% and final exam which is weighted 40%. The exams details and dates are provided in the course schedule at the end of this outline. Each examination will test your academic knowledge, the ability to apply this knowledge and analytical skills that you have gained and developed throughout the semester. Each exam will consist of few true-false and multiple-choice questions as well as short essay questions. Be informed that there are no provisions for make-up examinations or extra credit.


6. Instructional Materials: 6.1 Books: 6.1.1 Required Text: - Fred. R. D, (2011), Strategic Management: Concepts & Cases, 13 ed. Pearson Education, Prentice Hall, USA. 6.2 Research Publications, Journals, ABI database: The following journals are some of the leading journals in the field of strategic management which covers the major corporate strategy aspects and issues. Some of these journals are accessed electronically through the college library others are accessed through the internet. Journal of Strategic Management. Strategic Management Journal. Academy of Strategic Management Journal. Advances in Strategic Management.

7. Guidelines for Written Assignment: 7.1 Format and Writing Guidelines The assignments must be typed on white A4 paper with 1.0 spacing, and a 3.0 cm margin at the top and bottom of the page, and on the right-hand and left-hand sides. You should use 12 point font for the text and 14 point font for headings, Times New Roman (preferred). Your assignments should be grammatically correct and well punctuated. As a university student, a high standard of written English is expected. Your assignments should be clear, concise, neatly presented, and easy to read. Failure to comply with these requirements will result in a significant loss of marks. Your assignments must be creative pieces of work written by you (or in the case of the group assignment, your group) and not submitted for assessment purposes for any program of study at this, or any other, institution. You need to submit a hard copy and also must keep a hard copy of the completed assignment. 7.2 Penalty for Late Submission of Assignments Due dates will be firmly adhered to and hence extensions will be approved only in cases of demonstrated urgent need. It is your responsibility to check the due date. If assignments are not submitted by the due date, a penalty of 20% per day will be deducted from the assessment mark and after 4 days a zero mark will be recorded. If there are other circumstances that will cause you to be late in submitting one of your assignments, then you must contact your lecturer to discuss your difficulties. 7.3 Plagiarism You should be aware that with regard to assignments and other academic work, plagiarism will not be accepted. In learning we build upon the ideas of others. When we do not acknowledge the source of these ideas and treat them as own, or when we copy the thoughts or words of others, we engage in

plagiarism. This is dishonest conduct, and is similar to stealing. Thus, it is important that students develop appropriate research and referencing skills. Plagiarism, the stealing of ideas from another, may take a number of forms, for example: - Copying, in whole or in part, from printed or other sources without acknowledgement. - Paraphrasing material (stating something in different words) without acknowledging the source. - Not acknowledging the source of ideas, even when they are put in your own words. - Copying materials from internet sites or other electronic media without acknowledgement. - Copying audio-visual or computer materials without acknowledgement. - Reproducing lecture notes without acknowledgment. - Directly quoting anothers work without acknowledgement. - Submitting work written in whole or in part by another (other than in permitted circumstances such as a group assignment). - Submitting individual work that has been undertaken collaboratively with others (unless such collaboration has been authorized). - Submitting statistical information or other facts reported by another without due acknowledgement. - Taking phrases or terms from some source and placing them in your own work without acknowledgement. - Self plagiarism - submitting work that has already been submitted in another course or institution. - Using unpublished materials. - Copying from another students work. - Summarizing another persons work without appropriate referencing. - Cutting and pasting from sources without acknowledgement.



8. Course Schedule and Contents

Starting Date

WK 1 1 2 2 3 2 4 5 6 7 3

Assignments Course Background and Introduction Ch.1 The Nature of Strategic Management Ch.2 The Business Vision & Mission Ch.3 The External Assessment Ch.4 The Internal Assessment Ch.5 Strategies in Action Ch.6 Strategy Analysis & Choice Ch.7 Implementing Strategies: Management & Operations Issues Ch.8 Implementing Strategies: Management & Operations Issues Ch.8 Implementing Strategies: Management & Operations Issues Ch.9 Strategy Review, Evaluation, and Control Ch.10 Business Ethics/ Social Responsibility/ Environmental Sustainability Ch.11 Global / International Issues Ch.11 Global / International Issues Group discussion Group strategy project due on Sat. 10/12. Mid-term exam due on Wend,23/11(Ch.1,2,3, 4 &5) Group discussion Group discussion

Sep 17 Sep 24 Oct 1 Oct 8 Oct 15 Oct 22 Oct 29

Eid-ul-Azha Vacation Nov 3-Nov 11

8 9 1 0 1 1 1 2 1 3 1 4 1 5 4 1 6 1 7

Nov 12 Nov 19 Nov 26 Dec 3 Dec 10 Dec 17 Dec 24

Group discussion

Dec 31 Jan 7

Personations of group projects.

Final Exam and result submission

Jan 14



9. Supplementary Materials



9.1 Corporate Strategy Evaluation Form

MARKING CRITERION 1. Presentation -Fulfilled the required structure, cover sheet, words limit, etc. 2. Executive Summary - Background to report. - Statement of purpose. -Outline of the report. 3. Body -Paragraph structure (topic sentences etc.). -Main points are debated (strategy formulation, implementation and evaluation) -Cohesion (logic sequence, links between paragraphs). 4. Conclusion -Restate the report & relates to its purpose. -Summarize main points. -Consistency between the arguments provided in the body section and the statement of conclusion 5. Academic English -Grammar, spelling, syntax, punctuation, expression, tone, vocabulary, flow. 6. Critical analysis and use of evidence -Critical approach. -Appropriate & sufficient evidence. -Integration of evidence & depth of analysis. 7. Overall quality of the corporate strategy -Represents an excellent report and provides a significant contribution. -Engages with the corporate strategy elements & the degree of success in doing so. Total Mark 100 15 10 10 5 50 5 ASSESSMENT WEIGHT 5 MARK COMMENTS



9.2 Presentation Evaluation Sheet

ASSIGNED CRITERION DESCRIPTION GRADE Opening 10 Overview 10 Organization 10 Support 20 Each main point is well supported with facts, anecdotes, or other evidence that is both sufficient and necessary. Shows preparation, maintains interest, reinforces main points and manages the time. Well-designed for readability and interest; each supports a major topic and is labeled appropriately. Reinforces main points to the audience. Presentation content has been carefully organized, the visual aids are well done, and the delivery leaves you with a clear understanding of the topic. Overall grade for the presentation Clarifies the importance of the subject to audience and gets their attention. Previews main points of the presentation, including purpose. Body is clearly divided into main points. GRADE & COMMENTS


Delivery style Visual aids


Closing 10 Preparation 10


10 | P