Planificación y control estratégico

COURSE INFORMATION
NAME OF THE SUBJECT
Planning and Strategic Control
Degree in Business Administration
Academic Year: 2016-2017
Compulsory course, 4th year
First semester: 4 hours a week, 2 days a week.
6 credits
URL: http://www.uhu.es/45122/
TEACHING STAFF
Prof.: Dr. Alfonso Vargas-Sánchez
Department: Management & Marketing. Faculty of Business Studies
Office: 41 (2nd floor). La Merced campus
Phone: +34 959 217845
E-mail: vargas@uhu.es
Office hours:
First Semester: to be announced.
PROGRAMME
1. DESCRIPTION
Decisions defining the strategy of a firm: mix of technology, products & markets. Long term
objectives and means to reach them. Formulation, implementation and control of the
strategy.
2. PREREQUISITES
Advisable to have some knowledge of Strategic Analysis (strategy formulation)
3. OBJECTIVES/LEARNING OUTCOMES
GENERIC
• Develop a strategist mind, especially the company’s long-term vision and actions in relation
to its environment.
• Awaken the students’ interest in the need to develop and implement long-term strategic
plans for companies.
SPECIFIC
• Enable students to develop and implement in the company a long-term strategic plan.
• Develop their competencies for designing and implementing strategic control system and,
specifically, a Balanced Scorecard.
1
Campus El Carmen
Avda. 3 de marzo, s/n
21007 Huelva
Tel.: (+34) 959 21 94 94
drinter02@uhu.es
Fax: (+34) 959 21 93 59
www.uhu.es/sric
4. TEACHING METHODOLOGY
The regular lessons will be complemented with case studies to be presented and discussed
in sessions scheduled for small groups. These case studies (available in the website of the
course) are:
AUTHENTREX - CORA - VR - GIVSA - BREAKFAST CEREAL MARKET – LA CASA DI
POGGI
All students must read all the recommended case studies and participate in the
corresponding discussions actively.
5. CONTENTS
PART I: STRATEGY FORMULATION
THEME 1: COMPETITIVE STRATEGIES
1.-Introduction.
2.-The Porter's approach: generic strategies (Basic bibliography: Vargas, chapter 8,
available in the site of the course).
2.1.-Cost advantage (Supplementary bibliography: Grant).
2.2.-Differentiation advantage (Supplementary bibliography: Grant).
2.3.-Specialization.
3.-Definition of business models: the CANVAS technique (“Business Model Generation”,
available in the site of the course).
THEME 2: GROWTH STRATEGIES
1.-Introduction.
2.-The Ansoff’s Growth Matrix. An integrating approach (Basic bibliography: Vargas,
chapter 8, available in the site of the course).
2.1.-Expansion: Internationalization and global strategies (Supplementary bibliography:
Grant).
2.2.-Diversification strategy (Supplementary bibliography: Grant).
3.-Vertical integration and scope of the firm (Basic bibliography: Grant).
4.-Internal and external growth (Basic bibliography: Johnson et al).
4.1.-Internal development.
4.2.-Mergers and acquisitions.
4.3.-Strategic alliances.
THEME 3: STRATEGY AND COMPETITIVE SITUATIONS
1.-Defensive strategies and strategies of attack (Basic bibliography: Lynch).
2.-Industry evolution and strategic change (Supplementary bibliography: Grant).
3.-Technology-based industries and the management of innovation (Supplementary
bibliography: Grant).
THEME 4: EVALUATION AND SELECTION OF STRATEGIC ALTERNATIVES
1.-Success criteria.
2.-Suitability.
2
Campus El Carmen
Avda. 3 de marzo, s/n
21007 Huelva
Tel.: (+34) 959 21 94 94
drinter02@uhu.es
Fax: (+34) 959 21 93 59
www.uhu.es/sric
3.-Acceptability.
4.-Feasibility.
Basic bibliography: Johnson et al.
PART II: ESTABLISHMENT OF A STRATEGIC CONTROL SYSTEM
THEME 5: STRATEGIC CONTROL
1.-Introduction: the process of (strategic) control.
2.-The Balanced Scorecard (BSC).
2.1.-Perspectives.
2.2.-Strategic maps.
2.3.-Measuring the company’s performance: indicators.
2.4.-The BSC in action: case studies.
Ebook:
http://0-site.ebrary.com.columbus.uhu.es/lib/bibuhuelib/docDetail.action?docID=10114258
PART III: STRATEGY IMPLEMENTATION
THEME 6: LEADERSHIP AND ORGANIZATIONAL CULTURE
1.-Purpose and the role of leadership.
2.-Purpose shaped by ethics and Corporate Social Responsibility.
3.-Strategy before structure?
4.-Building the organization’s structure: basic principles. Types of organizational structures.
5.-Choice of management style and culture.
Basic bibliography: Lynch.
THEME 7: MANAGING STRATEGIC CHANGE
1.-Introduction.
2.-Diagnosing the change situation.
3.-Change management: styles and roles.
4.-Levers for managing strategic change.
5.-Potential pitfalls of change programmes.
Basic bibliography: Johnson et al.
Supplementary bibliography: Lynch.
6. BIBLIOGRAPHY
-Grant, R.M. Contemporary Strategy Analysis. Oxford: Blackwell Publishers, 2008 & 2010.
-Johnson, G.; Scholes, K.; Whittington, R. Exploring Corporate Strategy. Text and Cases.
Harlow: FT-Prentice Hall, 2005 & 2008.
-Lynch, R. Corporate Strategy. Harlow: FT-Prentice Hall, 2006.
-Vargas, A. Strategic Management. Huelva: University of Huelva, 2009.
7. ASSESSMENT
3
Campus El Carmen
Avda. 3 de marzo, s/n
21007 Huelva
Tel.: (+34) 959 21 94 94
drinter02@uhu.es
Fax: (+34) 959 21 93 59
www.uhu.es/sric
-Written exam (compulsory): 60%
-Case writing (individual work, to be presented to the facilitator): 20%
-Attendance, participation and other works: 20%
4
Campus El Carmen
Avda. 3 de marzo, s/n
21007 Huelva
Tel.: (+34) 959 21 94 94
drinter02@uhu.es
Fax: (+34) 959 21 93 59
www.uhu.es/sric