CORPORATE STRATEGY (CCE)

SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN124636
Module Leader James Sommerville
School School of Computing, Engineering and Built Environment
Subject SCEBE - School Office
Trimester
  • B (January start)

Pre-Requisite Knowledge

M2N220730 CONSTRUCTION PROCESSES MANAGEMENT 1 module or equivalent

Summary of Content

Corporate strategy, Strategic management and planning, formulation of company policies, marketing concepts and orientation, bidding strategies and managing change. Integration of issues and topics introduced by guest speakers, currently of concern to the construction and property industries, but which have broader political, economic or social aspects. Support for a chosen strategy which is highly student-centred with input via students' oral presentations to their peers.

Syllabus

Marketing: definition of concepts, market segmentation, benefits from segmentation, data gathering and processing, market analysis, marketing research. Corporate Strategy: definition of approaches, organisation mission statements and objectives, defining strategies, implementation of strategies, managing change. Change: Identifying drivers of change, developing change management programmes, managing change programmes, evaluating effects on humans.Business drivers, policy derivation and impact analysis, managing implementation. Ethics of the composite construction and property industry, impact of policies, stakeholder perspectives. Communication skills: Developing an effective presentation style, use of appropriate technology, communicating effectively, feedback analysis.

Learning Outcomes

Programme codes: Building Control (BC); Building Surveying (BS); Construction Management (CN); Property Management & Development (PMD);Quantity Surveying (QS)Upon successful completion of this module, the student should be able to: Distinguish between the principal aims and objectives of organisations. BC - A6, B6BS - A3, A6, B6CN - A3, A6, B6PMD - A2, A3, A4, A5, B6QS - A3, A4, A6, B5Analyse - strengths, weaknesses, opportunities and threats of construction and property organisations. BC - B1, B3, B5BS - B1, B2, B4, B5CN - B1, B2, B3, B5PMD - B1, B32, B3, B5QS - B1, B2, B3Recognise the effects of change in the built environment. BC - B1, B3, B5BS - B1, B2, B4, B5CN - B1, B2, B3, B5PMD - B1, B32, B3, B5QS - B1, B2, B3Evaluate marketing strategies which are applicable to construction and property organisations. BC - B1, B3, B5BS - B1, B2, B4, B5CN - B1, B2, B3, B5PMD - B1, B32, B3, B5QS - B1, B2, B3Analyse a range of business and societal situations and evaluate alternative solutions. BC - B1, B3, B5BS - B1, B2, B4, B5CN - B1, B2, B3, B5PMD - B1, B32, B3, B5QS - B1, B2, B3Relate the orientation of the construction and property organisations to their wider relationships within society.BC - B1, B3, B5BS - B1, B2, B4, B5CN - B1, B2, B3, B5PMD - B1, B32, B3, B5QS - B1, B2, B3

Teaching / Learning Strategy

Learning and teaching strategies will be developed and implemented, appropriate to students' needs, to enable all students to participate fully in the programme. Lectures provide the basic theoretical concepts and are complemented by tutorials, seminars and group activities. A number of the tutorials will take the form of on-line asynchronous discussions via Blackboard. Students will have access to the University and departmental library facilities including CD-ROM systems which provide additional information support.

Indicative Reading

Mintzberg, H., (2000) The rise and fall of strategic planning, Prentice Hall, New York. Langford DA, Male SP, (1991) Strategic Management in Construction, Gower *Johnson G, Scholes K, Exploring Corporate Strategy, 6th Edition, Prentice-Hall Thompson, J. L., (2001) Understanding corporate strategy, Thomson Learning., London. Obolensky, N,(1994) Practical Business Re-engineering, Kogan Page, London Lynch, R., (2002) Corporate strategy, Prentice Hall, London. Rosen, R (1995), Strategic Management, Pitman, London Stacey R. D., (1993) Strategic Management and Organisational Dynamics, Pitman, London.European Mangement Journal.* Journal of Strategic Management.* Pride W Ferrell O, (1992) Marketing:basic concepts and decisions, Butterwoth, London Cannon, T. (1992) Basic marketing: principles and Practices, Longman. Fisher N, Marketing for the construction industry (reference only) Ryness, L. C., (1992) Marketing and Communication Techniques for Architects, Longman. Gratton, L., (2000) Living Strategy: Putting People at the Heart of Corporate Purpose, Business School & The Learning Partnership, Prentice-Hall, London.Ansoff HI, (1987) Corporate Strategy, Penguin.* core texts.

Transferrable Skills

Transferable:Use verbal, written and graphical means to communicate to a range of audiences.Prepare, process and interpret data using appropriate techniques.Plan, conduct and present the case for a chosen strategy utilising appropriate media.Exercise personal and professional integrity. BC - C2, C3, C4, C5, C6, D1, D2, D3, D5, D6, D7, D8, D9, D10, D11, D12, D13, D14 BS - C4, C5, C6, D1, D2, D3, D6, D7, D9, D10, D11, D13, D14 CN - C6, D1, D2, D3, D6, D7, D9, D12, D13, D14 PMD - C6, D1, D2, D3, D6, D7, D12, D13, D14 QS - C6, D1, D2, D3, D6, D7, D12, D13, D14

Module Structure

Activity Total Hours
Practicals (FT) 24.00
Independent Learning (FT) 20.00
Directed Reading (FT) 30.00
Seminars (FT) 5.00
Assessment (FT) 15.00
Lectures (FT) 36.00
Private Study (FT) 70.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (School) 1.50 25.00 n/a End Term Test -  Unseen written examination-1½ Hours
Exam (School) 1.50 25.00 n/a Mid Term Test -  Unseen written examination-1½ Hour
Coursework 0.00 50.00 n/a Case based real industrail project (2000 words)