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CORP5039 – International Strategic Management, Markets and Resources

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CORP5039 – International Strategic Management, Markets and Resources

Department: Strategic Management and Marketing

Module Code/Title: CORP5039 – International Strategic Management, Markets and Resources

Academic Year:      2022-2023                                       Credit value: 15

Module Leader:     Dr Ibrahim Rufai

Email:                        Ibrahim.rufai@dmu.ac.uk

Room:                       HU4.82

Assessment Overview

 Assessment 2Assessment 3
TypeRevealed case study essay   
LengthTwo questions, 1200-word essay each 
Weighting60% 
Deadline23/01/2023 
Return date20/02/2023 

Objectives and Learning Outcomes:

  1. Application of appropriate strategic concepts and models to organisational settings.
  2. Synthesis of recommendations to strategic situations.
  3. Critical analysis and evaluation using key strategic tools.
  4. Demonstration of in-depth understanding of implementation difficulties in strategic management.
  5. Demonstration of clear written and oral communication.

Assessment Two.

Revealed Case Study Examination/Essay (Online Assessment, Weighting 60%).

All learning outcomes (1-5 as articulated in page 1) are tested.

The second assessment component is a case study – based end-of-module examination. 

The case study will be issued at least four weeks prior to the examination, so that you may undertake further research on it and prepare to answer essay questions.  It will consist of two parts: Part A – one compulsory essay question and Part B – one further essay question from a choice of three focused subject areas. 

Answer Two Questions. Each of the questions (1-4) carries equal marks.

Part A: Question 1

Analyse and critically evaluate the structure of Movie Streaming Industry and discuss how

Netflix can position itself in the context of evolving dynamics in its operating micro and macro business environment. Your analyses and discussions must reflect a thorough and critical application of relevant models, theories and\or frameworks in strategic management.    (1200-word essay; 50%)

Framework Answer:

Key words for focus:

Critically evaluate

Evolving dynamics

Critical application

Positioning

Industry

Strategic management frameworks, models & theories

Indicative Answer: Candidates must demonstrate clear and robust understanding of Movie Streaming Industry structure and be able to analyse contending forces that determine its attractiveness or otherwise. They must appreciate the dynamism of these forces and discuss how Netflix’s positioning could be impacted by such forces over the coming years. As such, they should identify which of the force(s) are more significant and analyse Netflix’s possible response over time. Students should distinguish between the macro and micro environments, and answers should include as a minimum, PESTLE and Porter’s Five Forces, although other frameworks may also be included to strengthen the candidate’s answer.

Part B: Question 2

Analyse and critically evaluate, using relevant models, frameworks and\or theories, the potential sustainability of any competitive advantage (or value adding activities) that Netflix may possess through its current resources and capabilities. Based on your analysis of Netflix’s key resources and/or capabilities, discuss a range of probable strategic options the company could adopt to underpin its business success. Critically evaluate the Suitability, Acceptability and Feasibility of your proposed strategic options.   (1200-word essay; 50%)

Framework Answer:

Key words for focus:

Critically evaluate

Sustainable competitive advantage

Resources, and/or capabilities

Probable strategic options

Suitability, Acceptability and Feasibility

Indicative Answer: Candidates must be clear in defining and understanding Competitive advantage (or value-added activities) and how it may be linked to the necessary creation of value added that exceeds that of competitors. Candidates should recognise the importance of the issue of ‘potential sustainability’ of any competitive advantage, the ability for the CA to endure beyond that of the efforts of competitors to compete away any advantage that their organisation may have (Barney 1991). In so doing, candidates need to focus their answer using materials from the Resource Based View (RBV). There are two components to this RBV analysis, firstly an audit of the organisation’s existing resources (this can be framed in terms of tangible, intangible and organisationally based resources) and then a consideration as to the potential contribution they may make to a potential sustainable competitive advantage through the characteristics of value, rarity, inimitability and non-substitutability/organisation (Barney, 1986, 1991, VRIN/VRIO). Equally, Robert Grant’s taxonomy (2013) is equally acceptable. Strong answers should recognise that resources that may confer a sustainable competitive advantage must be simultaneously; valuable, rare, inimitable and non-substitutable

Question 3

a) Netflix is one of the top movie streaming companies in the globe. Where is its competitive advantage? (600-word essay; 25%)

b) Can you think of anything a leading rival might do to threaten Netflix’s position in the industry? (600-word essay; 25%)

Essay Guidance: a) Candidates must demonstrate a clear understanding of competitive advantage as an overarching objective of every profit-driven enterprise. They must identify what is or could be Netflix’s competitive advantage over its rivals in the Movie Streaming industry, and discus how it could give it a competitive edge over time. b) Candidates must dissect Netflix’s current weaknesses and operational lapses in the Movie Streaming industry and explain how these could be exploited by its rivals.

Question 4

Critically assess the extent to which Netflix can use the below two areas (a-b) to sustain competitive advantage in its industry.

Indicative Answer: Candidates must discuss Netflix’s current and potential innovative business practices or its customer service activities, and explain how the company could further use either of these to sustain its competitive advantage. They could discuss Netflix’s current or potential innovative practices within the context of open and closed innovation framework by Chesbrough.  

Each of your two essay questions will be assessed on the extent to which you adequately reflect and cover the indicative answers as well as guidance provided for each chosen question in your essays.

This assignment is designed to assess the following learning outcomes: 

      5. Demonstration of clear written and oral communication

Faculty of Business and Law Grade Descriptors

This is a guide to the criteria used by staff in the Faculty of Business and Law assigning a mark to a piece of postgraduate work.  The final mark awarded to a piece of work will be informed by its predominant correspondence to these descriptors.  The University generic descriptors as well as advice for students can be accessed at:

http://www.dmu.ac.uk/about-dmu/quality-management-and-policy/academic-quality/learning-teaching-assessment/mark-descriptors.aspx

Modules are marked on a range of 0-100%.  Mark descriptors are given in the table below.  A mark below 50% indicates a Fail grade (the shaded boxes). Please reference your essay appropriately by following DMU’s Harvard referencing style and include bibliography.

Mark RangeCriteria
90-100% DistinctionDemonstrates an exceptional ability and insight, indicating the highest level of technical competence. The work has the potential to influence the forefront of the subject, and may be of publishable/exhibitable quality. Relevant generic skills are demonstrated at the highest possible standard.
80-89% DistinctionDemonstrates an outstanding ability and insight based on authoritative subject knowledge and a very high level of technical competence. The work is considered to be close to the forefront of the subject, and may be close to publishable/exhibitable quality. Relevant generic skills are demonstrated at a very high level.
70-79% DistinctionDemonstrates an authoritative, current subject knowledge and a high level of technical competence. The work is accurate and extensively supported by appropriate evidence.  It may show some originality.  Clear evidence of capacity to reflect critically and deal with ambiguity in the data. Relevant generic skills are demonstrated at a high level.
60-69% MeritDemonstrates a sound, current subject knowledge.  No significant errors in the application of concepts or appropriate techniques.  May contain some minor flaws. The work is well developed and coherent; may show some originality.  Clear evidence of capacity to reflect critically. Relevant generic skills are demonstrated at a good level.
50 – 59% PassDemonstrates satisfactory subject knowledge. Some evident weaknesses; possibly shown by conceptual gaps, or limited use of appropriate techniques. The work is generally sound but tends toward the factual or derivative.  Limited evidence of capacity to reflect critically. Relevant generic skills are generally at a satisfactory level.
45 -49% Marginal FailDemonstrates satisfactory subject knowledge to some degree. Some important weaknesses; possibly shown by factual errors, conceptual gaps, or limited use of appropriate techniques. The work is generally sound but tends toward the factual or derivative.  Little evidence of capacity to reflect critically. Relevant generic skills are generally at a satisfactory level.
40-44%Demonstrates limited core subject knowledge.  Some important weaknesses; possibly shown by factual errors, conceptual gaps, or limited use of appropriate techniques. The work lacks sound development.  Little evidence of capacity to reflect critically. The quality of the relevant generic skills do not meet the requirements of the task.
30-39%Demonstrates inadequate subject knowledge.  The work lacks coherence and evidence of capacity to reflect critically. The quality of the relevant generic skills do not meet the requirements of the task.
20-29%Demonstrates seriously inadequate knowledge of the subject. The work contains minimal evidence of awareness of relevant issues or theory. The quality of the relevant generic skills do not meet the requirements of the task.
10-19%The work is almost entirely lacking in evidence of knowledge of the subject.  No evidence of awareness of relevant issues or theory. The quality of the relevant generic skills do not meet the requirements of the task.
0-9%The work presents information that is irrelevant and unconnected to the task. No evident awareness of appropriate principles, theories, evidence and techniques.