MKT42070

Learning Outcomes:

After completing this module students will be able to
1. Understand the issues involved in developing a competitive strategy in the global food business
2. Design and evaluate a firm’s market position
3. Review and critique a food firms competitive strategy and evaluate its ability to provide a sustainable advantage
4. Translate competitive strategy into a well articulated and presented business plan

Student Effort Hours:

Approaches to Teaching and Learning:

This is a case driven course. Your opportunity for learning is not confined to reading and discussing the case study each week. Instead, you should think of this course as having a multi-faceted approach to learning.

1. Textbook: Contemporary Strategy Analysis, Robert M. Grant, Wiley, 11th edition. The book provides the background theory to each of the topics we will consider. It is your responsibility to read the book and to be aware of the issues in each of the assigned chapters. It is your responsibility to read the book and to extract learning. You then apply what you learn from the book to the case study. The gaps in your understanding you bring to class. It is essential that you come to class each week having read the assigned chapters and prepared the case, as appropriate
2. Case study: The case studies have been selected to illustrate specific aspects of the weekly topic. The cases allow us to explore contemporary aspects of each topic. Finally, but most significantly it is the discussion that case studies enable that is the most important, this discussion should be driven by your reading of the book, your objectives in completing this program and the issues you see facing you in your future career
3. Interactive lectures: These lectures are designed to be interactive, that is to stimulate and support discussion around the topic. They will be supplemented, were appropriate, with exercises that will allow you to consider how to apply concepts to your future professional life
4. Journal articles: Journal articles from the academic literature that are relevant to each topic have been identified. These are listed in each topic box in the course outline. You are strongly encouraged to read these papers
5. Group Project & Class Presentation: Students will be assigned to project groups to prepare a strategic report and in-class presentation, the detail of which is discussed in the course outline. Through this activity you will reflect on the theoretical ideas of the course and develop your skills providing strategy recommendations
6. Individual Project: Students will be asked to prepare a critique of the current strategy being employed by an Irish food company of their choosing.
7. Class/group discussion: Having completed your preparatory work you should come to class with opinions, questions and insights which you then share in a structured way in class.

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.
 

Assessment Strategy

 

Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.