Checking date: 08/07/2020

Course: 2020/2021

Corporate Strategy
Study: Master in Marketing (269)

Coordinating teacher: MUÑOZ BULLON, FERNANDO

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired General skills *CG12: Ability to manage and leadship. *CG14: Ethical commitment. *CG15: Ability to get adapted to new situations. Specific skills: *CE1: To understand the fundamental concepts of microeconomics and business economics, as well as the application of these instruments to understand the environment in which an economic-business organization operates. Learning objectives: ¿ Understand the existing branding practices of firms and appreciate their limitations. ¿ Develop an understanding of profitable product and brand management
Description of contents: programme
- Introduction to corporate strategy - Vertical integration - The diversified company - Growth methods. Mergers and acquisitions. - Strategic alliances
Learning activities and methodology
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Barney, J.B. and Hesterley, W.. Strategic management and competitive advantage. . Pearson. 2015
  • Fred R. David, Forest R. David.. Strategic Management: A Competitive Advantage Approach, Concepts and Cases. Pearson. 2017
  • Johnson, G., Scholes, L. and Whittington, R. . Exploring corporate strategy. Prentice Hall. 2008
  • Parnell, John A.. Strategic Management: Theory and Practice.. Sage. 2014

The course syllabus and the academic weekly planning may change due academic events or other reasons.