Page 26 - REC :: MBA CURRICULUM AND SYLLABUS :: R2019

Subject Subject Name (Theory course) Category L T P C
Code
BA19202 Corporate Strategy And Entrepreneurship CC 4 0 0 4
Objectives:
 To make the students to understand the dynamism of internal and external environment.
 To enable the students to formulate strategies at various levels.
 To understand the issues in implementing the strategies.
 To enable the students to understand entrepreneurial aspects.

UNIT-I Introduction: Concept of Strategy - Conceptual framework for strategic management - Strategy 8
Formation Process - Stakeholders in business - Understanding the Organization (Vision, Mission,
Purpose, Business definition, Objectives and Goals)- Social responsibility of Business - Ethical
perspectives.

UNIT-II Environment Analysis&Competitive Advantage: Micro Environment Analysis : Industry 13
Analysis - Porter’s Five Forces Model- Analyzing Buyers & Suppliers - Strategic Groups with
industries - Industry Life-cycle analysis.Macro Environment Analysis :Global Forces -
Technological Forces - Demographic Forces - Social Forces - Political and Legal Forces -
SWOT, ETOP.Competitive Advantage : Organization Competencies, Capabilities & Resources -
Organizational Appraisal - VRIO model - Value Chain - Building blocks of Competitive
Advantage (Efficiency, Quality, Innovation and Customer Responsiveness).

UNIT-III Strategies, Implementation & Evaluation: .Corporate Level Strategies: Expansion - Stability - 15
Retrenchment - Combination.Business Level Strategies: Generic Business Strategies - Cost
Leadership - Differentiation.Functional Level Strategies: Efficiency - Materials Management -
Quality - Innovation - Customer Responsiveness.Strategic Analysis: Corporate Portfolio Analysis
(GE Nine cell Matrix) - Gap Analysis - Product Life-cycle.Strategy Implementation - Strategic
Evaluation.

UNIT-IV Entrepreneurship- Introduction: Entrepreneurship and Intrapreneurship–similarities and 12
variance-India’s start up revolution–Trends, Imperatives, benefits; the players involved in the
ecosystem, Business Incubators-Types of entrepreneurship- Rural entrepreneurship, social
entrepreneurship, women entrepreneurs- Challenges faced by the entrepreneurs.

UNIT-V Developing market understanding- Narrowing focus-End user profiling, Market segmentation, 12
Market sizing- Marketing plan, pricing- Strategy- Business Plan -How to develop it-What all
should it have, what it shouldn’t have- Financial Institutions supporting entrepreneurship.

Total Contact Hours : 60
Course Outcomes:
 The students can analyze the dynamism of internal and external environment.
 The students will be in a position to formulate strategies at various levels.
 The students will get an insight on entrepreneurship and intrapreneurial qualities.
 The students can develop a business plan for their future endeavours.
 The students can identify various sources of finance for supporting entrepreneurship

Text Book (s):
1 Hill & Jones Strategic Management : An Integrated approach, 2009 Edition Wiley (2012).
2 John A.Parnell. Strategic Management, Theory and practice Biztantra (2012).
3 AzharKazmi, Strategic Management and Business Policy, 3rd Edition, Tata McGraw Hill, 2008.
st
4 Vasnt Desai, Entrepreneurship Development, 1 Edition, Himalaya Publishing house, 2011.
5 S.S.Khanka, Entrepreneurship Development.
Reference Books(s) / Web links:
AdriauHaberberg and Alison Rieple, Strategic Management Theory & Application, Oxford University Press,
1
2008.
2 Lawerence G. Hrebiniak, Making strategy work, Pearson, 2005.
Gupta, Gollakota and Srinivasan, Business Policy and Strategic Management – Concepts and Application,
3
Prentice Hall of India, 2005.
4 Dr.DharmaBir Singh, Strategic Management & Business Policy, KoGent Learning Solutions Inc., Wiley, 2012.

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