Throughout the module you will gain experience with different tools and techniques, in addition to theory, that

are geared toward conducting strategic analysis. The content includes:

 An introduction to strategy
 Identifying the purpose of strategic analysis
 Learning about stakeholder analysis
 Exploring the positions for competitive advantage
 Learning how to perform an external analysis
 Learning how to perform an industry analysis
 Exploring value webs
 Identifying strategic directions
 Understanding strategic change

Reading for the module will be in different forms:

 Access to an e-book: Thompson, A. A., Peteraf, M.A., Gamble, J.E., & Strickland, A.J. (2005). Crafting and
executing strategy: the quest for competitive advantage: concepts and cases. New York, N.Y., McGraw-
Hill/Irwin.
 Please note that several texts are available through the USW library including the following title as an
EText: Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regner, P. (2017). Exploring Strategy:
Text and Cases. Harlow: Pearson.
 Weekly Topic Overviews that include topic details, links to other sources such as videos and additional
reading lists through the reference list
 Weeks 1, 2, 3, 5 and 6 have reading folders with additional articles and documents that you should read
 Articles that you should search for on your own through the online library, google scholar, etc. Use
sources such as: Economist, FT, Guardian, Daily Telegraph, BBC, etc.

During the first week, we are going to introduce the nature of the module. Furthermore, we are going to define
strategy and strategic management, consider approaches to strategic thinking and identify the focus strategy.
The aim of this module is to develop a students' ability to undertake a meaningful strategic analysis. Specifically,
the module will explore, from a critical perspective, a range of frameworks used in strategic planning. This skill
will enhance a student's ability to direct and manage the development of an organisation's strategy in the
contexts of complexity and change.

The model that you will learn about this week is a strategy map.

The tasks you are expected to complete this week include:

1) Introduce yourself
2) Formative Task 1: Strategy and Strategy Lenses (Individual)
a. List 5 words or phrases that come to mind when you think strategy
b. Review the handout: Strategy Lenses and use the information to discuss strategy development
in organisations in your country
c. Provide feedback to your peer/s
3) Formative Task 2: Strategy Map (Group)
a. Apply the Strategy Mapping tool to British Airways

University of South Wales (USW)