CMR Institute of Management & Technology

Master of Business Administration Programme

MBA- III SEM

Course : MBA – Semester III

Course Code : 08MBA 31

Course Title : Strategic Management

Instructor (s) : Prof Bholanath Dutta

Office : CMRIMT, Ground Floor.

Mobile : +91 96323 18178

Email : bhola_dutta@yahoo.com

Instructor’s Profile:

Bholanath Dutta, is an Accredited Management Teacher by All India Management

Association (AIMA), holds an M.Phil (Entrepreneurship), MBA (Marketing), Post Graduate
Diploma in Tourism Management, Diploma in Electronics & Telecom Engg, Diploma in
Advanced Accountancy, and Couple of courses in specific areas (CRS, Ticketing, Tours &
Travels & Airlines Mgmt) of tourism industry from Indian Institute of Tourism and Travel
Management, Ministry of Tourism.

He is currently working as Assistant Placement Officer, CMRIT, and Asst Professor – Dept of
Management Studies, in CMR Institute of Technology. He has over 19 years of experience as
varied as Industry, academic, teaching, administration and research.

Dutta is a prolific writer. He has authored 6 books in the area of marketing, entrepreneurship and
general management. His book titled “Teaching Learning process in management education’ has
earned lot of laurels. He has developed many study and instructional materials for the university
like Bharatihar University, AIMA, ITM, IASE and NIILM etc. His more than 12 articles are
selected and published in derivative reference books. He has published more than 50 papers till
date including articles/research paper/case study in the area of general management, marketing
and entrepreneurship in the leading management magazine/journal and still counting. He
presented many papers in National and International Conferences. He is a Resource Person in
Management education and has delivered lectures at other institutes. He is a guest editor to
www.mybigeconomy.com & www.mybigstartup.com. He is the Chief Editor of “Center for
Research & Publication” at CMRIT.

He is a Fellow member of Institute of Marketing Management, member of AIMA, AIMS-

International, NEN Network, BMA and life member of Institution of Homoeopathic
Practitioners.
Class Meets : As per the schedule
Time : Please refer Department Time Table
Office Hours : Weekdays after 3 PM
Prerequisites : Basic knowledge in all area of specializations.
Required Material : Strategic Management – Text & Cases by VSP Rao, Excel Book

Course Overview:

Strategic management is the conduct of drafting, implementing and evaluating cross-functional

decisions that will enable an organization to achieve its long-term objectives. It is the process of
specifying the organization's mission, vision and objectives, developing policies and plans, often
in terms of projects and programs, which are designed to achieve these objectives, and then
allocating resources to implement the policies and plans, projects and programs. A balanced
scorecard is often used to evaluate the overall performance of the business and its progress
towards objectives.

Strategic management is a level of managerial activity under setting goals and over Tactics.
Strategic management provides overall direction to the enterprise and is closely related to the
field of Organization Studies

Strategy is all about setting direction - not just for the organisation but also in the hearts and
minds of employees and customers.

Strategy in turn will define the organisation; remove complacency and focuses effort towards the
achievement of financial and strategic objectives.

Course Objectives:

The course aims at achieving the following objectives:

 To understand the concept of VMOS and its application in an organisation.

 To understand the various tools and techniques used in strategic management.
 To develop strategic mindset.
 To understand the implementation mechanisms of strategy in an organization.
 To know various control mechanisms used in corporate to ensure implementation of
strategy.
 To understand various emerging areas in the field of strategic management.
 Course Structure One Session: 1.30 Hrs

Sl Topic Sessions Remarks, if any

No
1. Meaning and Nature of Strategic Management - its 1
importance and relevance – Characteristics of Strategic
Management –
2. Case Study Analysis & Presentation 2
3. The Strategic Management Process – Relationship 3
between a Company’s Strategy and its Business Model.
4. Strategy Formulation- Developing Strategic vision and 4
mission for a company ––
5. Case Study Analysis & Presentation 5
6. company goals and company philosophy – the hierarchy 6
of strategic intent
7. Student Seminar & Presentation 7
8. Merging the strategic vision objectives and strategy into 8
a strategic plan.

9. Analysing a company’s external environment – The 9

strategically relevant components of a company’s external
environment
10. Industry analysis – porter’s dominant economic features 10
– competitive environment analysis-
11. Case Study Analysis & Presentation 11
12. Porter’s five force model - industry driving forces – key 12
success factors – concept and implementation
13. Analyzing a company’s resources and competitive 13
position – Analysis of the company’s present strategies
14. Student Seminar & Presentation 14
15. SWOT Analysis – Value Chain Analysis – Bench 15
Marking.

16. Generic Competitive Strategies – Low cost – 16

differentiation – best cost – focused strategies – strategic
alliances
17. Collaborative partnerships – mergers and acquisition. 17

18. Joint ventures strategies – outsourcing strategies – 18

international business level strategies.

19. Formulating long term and Grand Strategies – tailoring 19

strategy to fit specific industry and company situation
20. Case Study analysis & Presentation 20
21. Long term objectives for grand strategies – innovation, 21
integration and diversification –
22. Conglomerate, diversification, retrenchment, 22
restructuring and turnaround – GE nine cell planning grid
and BCG Matrix

23. Student seminar & Presentation 23

24. Strategy Implementation – Operationalizing strategy – 24
annual objectives – developing functional strategies
25. developing and communicating concise policies- 25

Institutionalizing the strategy

26. Structure – leadership and culture – ethical process and 26

corporate social responsibility
27 Case study analysis and presentation 27
28. Strategic review and audit – Strategic control guiding 28
and evaluating strategies – establishing strategic controls
29. Student Seminar & Presentation 29
30. Operational control systems – monitoring performance 30
and evaluating deviations – challenges of strategy
implementation.

Total number of Sessions 45 Hours

Reference Materials: Strategic Management by U Ichru, Excel Book

Pedagogy

The pedagogy of the course has been designed so as to ensure that there is continuous
interaction and active participation by the students through out. To be precise it involves the
following:
1. Lectures and Discussions
2. Classroom Case Discussion and Analysis
3. Team Presentation
4. Class Exercises and Tests
5. Surprise Test and Quiz
6. Individual / Team Assignment.

Scheme of Evaluation

Total Internal Marks= 50. Internal Test=25 & Internal Assessment = 25

No. of Internal Test= 1, 2 & 3
Average of Best Two will be considered
Internal Assessment Criteria: Classroom Behaviour, Participation, Attendance, Assignment,
Presentation, Case Study Analysis and Presentation.

Note: The Professor reserves the right to make changes in this syllabus at any time as
circumstances may warrant.