Guía Docente 2019-20


Id.: 30462
Subject type: OBLIGATORIA
Year: 3 Teaching period: Segundo Cuatrimestre
Credits: 6 Total hours: 150
Classroom activities: 66 Individual study: 84
Main teaching language: Inglés Secondary teaching language: Castellano
Lecturer: Email:


The objective of this subject is to present the basic notions about the concept of strategy as well as to examine the process of strategic direction, its meaning and components, providing the student with the necessary tools to carry out a business and sector analysis with the study of strategic groups of companies and elaboration of market segmentation matrix. It is about understanding the determinant variables of the stage of the life cycle in which the sector is located and identifying the key factors of success for decision making.
Therefore, it provides a global and integrating perspective of the business reality as well as emphasizes the decisions that compromise the development of the organization, deepening why some organizations succeed and others not through the analysis of prestigious sectors and companies. It is a subject that is linked to the areas of Marketing and Market Research, Financial Economics and Accounting, Human Resources, Production and Business Organization, which completes the student's training, giving a global perspective of the company and its operation.
Ultimately, it is intended that the subject help students to better understand the problems inherent in decision making in the company.


General programme competences G01 Ability to analyse and summarise information from several sources.
G02 Creative and efficient resolution of problems that arise in day-to-day, in order to ensure the highest levels of quality of professional work.
G03 Ability to organise and plan the work in the context of continuous improvement
G05 Ability to work effectively in interdisciplinary teams, integrating and participating in scientific and professional teamwork, contributing ideas and respecting and valuing the diversity of views of other team members.
G06 Ability to incorporate ethical principles into the professional culture, giving priority to ethical commitment to customers and society.
G07 Ability to work in an international context and innovate and adopt new approaches used in other national contexts.
G08 Oral and written communication in Spanish.
G10 Ability to apply the acquired knowledge, adapting it to the needs and special features of each situation and person.
G11 Ability to come up with new ideas (creativity).
G12 Ability to incorporate scientific research and evidence-based practice as a professional culture, updating knowledge and skills continuously.
G15 Ability to establish and meet the most appropriate quality criteria and apply methodologies and work strategies geared towards continuous improvement.
G16 Ability to assimilate concepts of a social and humanistic nature into a comprehensive university education to enable the development of ethical values such as solidarity, multiculturalism, equality, commitment, respect, diversity, integrity, etc.
Specific programme competences E01 Understand the specific aspects of the operation, management and control of the different functional areas of the company.
E10 Understand financial operations taking place in business environments, designing and analysing investment and financing strategies.
E14 Understand the principles of business ethics and be able to design scenarios in which these principles can be put into business practice.
E15 Propose, plan and lead business innovation projects that ensure the competitiveness of the company.
Learning outcomes R1 Make decisions appropriate to the situation of the environment that will allow you to direct, manage and administer the company and organisation.
R2 Understand and design a strategic plan as a planning tool showing the company goals, actions and deadlines for achieving them.
R3 Assess the current situation of the company and anticipate the future evolution of the company and its environment to achieve better competitive position to ensure their survival.


English Language skills. 


Subject contents:

1 - Strategic Management Analysis
2 - External Analysis
3 - Internal Analysis
4 - Competitive Strategies
5 - Corporative Strategies
6 - Strategy Implementation

Subject planning could be modified due unforeseen circumstances (group performance, availability of resources, changes to academic calendar etc.) and should not, therefore, be considered to be definitive.


Teaching and learning methodologies and activities applied:

The subject includes concepts and aspects studied in past subjects of previous courses, the topics will be worked on by the students previously at home, and in the class the information will be shared. After that, the teacher will consolidate the knowledge with exercises or explanations.
The subject has two parts, one theoretical and one practical.
The Theoretical part: will consist in the development in class of the program of the subject through explanations carried out by the students and the teacher of the basic and recommended bibliography, using for it power point and how many other media that he consider appropriate, requiring, in addition, the active participation of students and prior reading of the topics to be discussed in class.
The practical part of the subject will be dedicated to various activities, such as the completion of exercises, resolution of complementary readings, articles, etc. 

Student work load:

Teaching mode Teaching methods Estimated hours
Classroom activities
Master classes 34
Practical exercises 18
Debates 6
Coursework presentations 4
Assessment activities 4
Individual study
Individual study 36
Individual coursework preparation 16
Group cousework preparation 12
Research work 4
Compulsory reading 8
Recommended reading 8
Total hours: 150


Calculation of final mark:

Individual coursework: 15 %
Group coursework: 40 %
Final exam: 45 %
TOTAL 100 %

*Las observaciones específicas sobre el sistema de evaluación serán comunicadas por escrito a los alumnos al inicio de la materia.


Basic bibliography:

Arthur A. Thompson, Margaret A. Peteraf,John E. Gamble and A. J. Strickland III: "Crafting and Executing Strategy. The Quest for Competitive Advantage. Concepts and Cases." 2012. Ed.: The McGraw-Hill Companies, Inc.New York, N.Y., U.S.A.
J.E. Navas-López and L.A. Guerras-Martín: "Fundamentals of Strategic Management". 2nd edition, 2018. Ed.: Civitas. ISBN: 978-84-9197-760-5

Recommended bibliography:

Lambin, J.J.: "Strategic Marketing Management". 1996. Ed.: McGraw-Hill Publishing Co. ISBN 13: 9780077092276
Kotler, P. & Keller, K.: "Marketing Management. Global Edition". 2016. Pearson.
Machiavelli, N.: "The Prince". Publisher: Penguin Classics
Tzu, S.: "The Art of War". Publisher: Penguin Classics

Recommended websites:

The Economist
Strategic Management Journal
Strategic Management Insights
Chris Brady blog
The Leadership blog
Convene blog

* Guía Docente sujeta a modificaciones