Syllabus Strategic Management and Implementation Spring 2015, Mini, A3, Pittsburgh Campus

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1 95-820: Strategic Management and Implementation 1 Syllabus Strategic Management and Implementation Spring 2015, Mini, A3, Pittsburgh Campus Description: This case-based, introductory course is designed to enable the MISM graduate to understand the basics of strategic planning, to develop a strategic proposal, to appreciate the challenges of implementing any good story and to critique proposals for context and validity. Therefore, the leaning objectives will be: appreciate the need for a good strategy and associated tactics; identify key, required strategic proposal components, regardless of organization type; appreciate the relationships, as well as the differences, between corporate, department and product strategies; understand strategic planning s common tools, models and processes; be aware of common failings and challenges; apply the strategic planning model and tools to create a strategic proposal; acquire a template for use later in your career. The format of this course will be based largely on case study analysis and discussion, with text material and lectures to provide background for the analyses. 6 Units Pre-requisites: There are no formal pre-requisites; however, a good understanding of business and its various functions (e.g. Sales, Marketing, Finance, Operations, Engineering, etc.) is highly desirable. Note: This course is highly recommended before taking Product Management. Instructor: Thomas H. Murray, Adjunct Professor tmurray@andrew.cmu.edu Office Hours: By appointment Required Materials: Text: Grant, Robert M.; Contemporary Strategy Analysis Concepts, Techniques, Applications; Wiley Publishing; 8 th ed.; Cases: 1. SAP America; 1996; Garvin and March; #: Harley-Davidson Motor Co.: Enterprise Software Selection; 2003; Austin, Sole & Cotteleer; #: Documentum, Inc; 2002; Lal and Lanagan; #:

2 95-820: Strategic Management and Implementation 2 Additional Readings and Materials: Readings in addition to those listed in the course schedule may be assigned occasionally for class discussion. These readings will be either distributed in class, or placed on reserve in the library. Other readings that may of interest now or further in your career include: Strategic Planning Applegate, Lynda M., Austin, Robert D., and McFarlan, F. Warren, Corporate Information Strategy and Management. New York, NY: McGraw-Hill/Irwin Applegate, Lynda M., Austin, Robert D., and McFarlan, F. Warren, Creating Business Advantage in the Information Age. New York, NY: McGraw-Hill/Irwin Moore, Geoffrey A., Crossing the Chasm. New York, NY: Harper Collins Moore, Geoffrey A., Inside the Tornado. New York, NY: Harper Business Ohmae, Kenichi, The Mind of the Strategist, New York, NY: McGraw-Hill, Inc., 1982 Porter, Michael E. Competitive Strategy, Techniques for Analyzing Industries and Competitors. New York, NY: The Free Press, Strategic Implementation Bossidy, Larry, and Charan, Ram. Execution, The Discipline of Getting Things Done. New York, NY: Crown Business Goldratt, Eliyahu M. and Cox, Jeff. The Goal, A Process of Ongoing Improvement. Great Barrington, MA: North River Press Tzu, Sun. The Art of War. London: Oxford University Press Performance Evaluation Students will be evaluated based on class participation, assignments and a final, the format which is yet to be determined. It is important that students prepare themselves for active participation in class discussions of cases and readings. Further, it is important that students convey excellent verbal and written communication skills as would be expected in any professional environment. Structure, flow of argument, focus, grammar, etc., will be considered in the performance evaluation. Quality and conciseness is valued over volume. Class Participation 30% Assignments (3) 30% Final 40% The assignments will require you to create parts of a strategic proposal for an assigned company, using the templates, tools and methods discussed in class. Further instructions, along with information re: a final exam or project, will be provided in class. Note that University policies and guidelines regarding grading and academic integrity will be followed.

3 95-820: Strategic Management and Implementation 3 Date Class # Proposed Agenda and Assignments - Pittsburgh Campus Jan 12 1 Prep for Class 1, Read Ch 1:The Concept of Strategy Skim Ch2 : Goals, Value and Performance Read Ch3: Industry Analysis: The Fundamentals Lecture Topics Introduction Strategic Proposal (SP) Overview (SP) Goal and Objectives (SP) Strategic Question and Answer (1) Complete Prep for Class 1, listed above. (2) Prepare for Class Discussion - Case: SAP America Jan. 19 N/A No Class: MLK National Holiday Jan Lecture Topics (SP) Market Segmentation, Definition and Overview (SP) Analysis Section (Part I) Class Discussion: SAP America (1) Written Assignment #1 (2) Prep for Class 3 Read Part of Ch 4: Segmentation and Strategic Groups Read Ch 5: Analyzing Resources & Capabilities Feb. 2 3 Lecture Topics (SP) Analysis Section (Part II) (1) Written Assignment #2 (2) Prep for Class 4 Read Ch 7: The Nature and Source of Competitive Advantage Feb.9 4 Lecture Topics (SP) Alternatives, Criteria and Analysis Sections Review Proposal and Examples (1) Prepare for Class Discussion - Case: Harley Davidson

4 95-820: Strategic Management and Implementation 4 Feb Lecture Topics: Review Proposal and Examples Class Discussion: Case - Harley Davidson (1) Written Assignment #3 (2) Prepare for Class Discussion - Case: Documentum (3) Prep for Class 6: Read Ch 8: Industry Evolution and Strategic Change Read Ch 9: Technology-based Industries & the Management of Innovation Feb Lecture Topics: (SP) Recommendations (SP) Risks and Mitigations Strategic Processes Tactics: Challenges and Reality Class Discussion - Case: Documentum Prepare for Final Exam or Project Mar. 2 7 Final Project Due via Blackboard by 5p.

5 95-820: Strategic Management and Implementation 5 Appendix Guidelines for Strategic Proposal Format: PowerPoint, <20 slides in main body; appendices as necessary I. Assess Target Audience II. III. Identify the Focus and Key Question(s) Structure the Proposal a. Strategic Question and Proposed Answer b. Analysis of Strategic Issues i. Market Definition (Segmentation, Size, Growth, Environmental, Regulatory, Economic ) ii. Market Analysis Analysis must contain analysis of: Customers (Segmentation, Problems, Goals, Purchase behavior, Needs (Pinch Points), etc.) Competition (e.g. Segmentation, Positioning, strengths/weaknesses, etc.) Self (e.g. Segmentation, Positioning, strengths/weaknesses, etc.) Analysis *may* include use of a reference model such as Porter s Five Forces or Value Chain c. SWOT and Critical Success Factors d. Alternatives e. Criteria f. Analysis of Alternatives g. Recommendations i. Story with Tactics and Implications, External and Internal ii. Financial Pro Forma (not required for class assignments or final) h. Risk Assessment and Mitigation i. Summary j. Appendices (as necessary, such as Goals, Objectives, additional supporting data for Analysis, etc.) k. References (as necessary)