Keuka College
Bachelor of Science in Management
Syllabus
BUS 444: Strategic Management
Professor: Ruth Garrett
Fall Semester 2014
Yunnan University of Finance & Economics
All curriculum material protected by U.S. copyright laws. Unauthorized sale or reproduction is strictly prohibited. Keuka College  2014
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Keuka College
BUS 444 Strategic Management
Professor:
Ruth Garrett
Location:
Yunnan University of Finance & Economics
Telephone:
E-Mail Address: [email protected]
Instructor Availability: You will be able to speak with the instructor before and following
each class session. Appointments for additional meeting times may be made following each
class session.
Course Credits: 3 credits
Course Prerequisites: Senior (4th Year) Level
COURSE DESCRIPTION:
Strategic Planning (BUS 444) is the capstone, integrative course for graduating business
management students. This is an exciting, challenging course that focuses on how firms formulate,
implement, and evaluate strategies. Strategic management concepts and techniques are studied.
Students use all the knowledge acquired from prior business courses, coupled with new strategic
management techniques learned, to plan the future direction of different organizations. The major
project is to analyze a organization, make objective strategic decisions and justify them through oral
and written communication. This course examines strategic processes that influence the direction of
an organization and explores the techniques for defining mission and objectives of an enterprise,
understanding competitive forces and industry dynamics, analyzing components of sustained
competitive advantage, matching organizational strengths with environmental opportunities and
developing strategies and policies to achieve the organization’s mission and balance the interests of
stakeholders.
TEXTBOOK:
Strategic Management Concepts and Cases, 13th Edition, Fred R. David, Pearson Education Asia Ltd
and Tsinghua University Press, 978-7-302-31467-7
COURSE RESOURCES:
Information on publicly traded companies: http://www.marketwatch.com/
Textbook companion website for students: http://wps.prenhall.com/bp_david_sm_11/
The Strategic Planning Process: http://www.quickmba.com/strategy/strategic-planning/
Strategic Planning: http://managementhelp.org/plan_dec/str_plan/str_plan.htm
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BUS 444 Strategic Management
STUDENT LEARNING OUTCOMES (SLOs)
By the end of the course students will
1. Define and explain the strategy hierarchy and how it is developed to achieve mission and
goals.
2. Describe the strategic management process including internal and external environmental
assessments, strategy and tactic formulation, and strategic control.
3. Evaluate alternative strategic decisions and analyze why these decisions succeeded or failed.
4. Evaluate, practice and further develop the tools needed to implement strategies in a global
economy.
5. Analyze marketing, operations, accounting, finance, human resources, and other business
functions of an organization and construct a business strategy to manage the long-term health of
an organization.
COURSE REQUIREMENTS
The following are the requirements for this course:
Description of Assignments
Each day, there will be a written assignment given in class; sometimes, these assignments will be
team-based, other times, they will be individual assignments. If you are not in class, you will receive
a zero for both the daily assignment and class participation for that day. Make-up work is not
permitted.
Each student will be assigned to a team, and each team will have a publicly traded corporation
assigned to them to research and use as the basis for in-class assignments and the term project. The
term project requires both a written report and an oral presentation; requirements and rubrics for
the term project are at the end of the syllabus – note – INDIVIDUAL GRADES WILL BE GIVEN FOR THE
TERM PROJECT, NOT TEAM GRADES. In other words, every member of the team will be assessed
individually – it is entirely possible for some members of a team to earn A’s, while others earn F’s,
based on the level and value of their contributions to the project.
There will be four exams given in the course. The first exam will be an essay-question only exam,
covering the materials in Chapters 1,2,3 and will constitute 10% of the final grade. The second exam
will be an essay-question only exam, covering materials in Chapter 4, 5, 6, 10 and will constitute 10%
of the final grade. The Final exam will be an essay-question only exam, covering the materials in
Chapters 7,8,9,11 and will constitute 10% of the final grade (each exam will be given to all sections
of the class on the same evening, at the same time (NOTE: check to arrange this) . The
Comprehensive Exam on Functional Areas of Business is an 80-question multiple choice exam, and
it covers all of Keuka Business courses; it is worth 10% of your final grade and will be given to all
3
sections of the class on the same evening, at the same time (NOTE: check to arrange this). Failure to
be present on the date/time an exam is given will result in a grade of zero for the exam. Make-up
exams are not permitted.
WEIGHTING OF ASSIGNMENTS
POINT
VALUE
Class Participation and In-Class Assignments
25
Term Project – organization strategic analysis and plan
35
Exams (4) – 1st (10%), 2nd (10%), 3rd (10%) and comprehensive exam (10%) on
functional areas of business
40
Total
100
*See Appendix B for rubrics indicating how assignments will be graded
OUTLINE OF THE COURSE
All schedules in this syllabus are tentative and subject to change.
Bloom’s Taxonomy Levels: 1- Knowledge 2- Comprehension 3- Analysis 4- Application 5- Synthesis 6- Evaluation
Session
Week
Topic
In-Class Activity
Homework
Session 1
Sept.
9-12
Introductions &
Class Policies
Assignment to groups for
daily assignments,
research project, and
presentation
Read Chapter 1, pages 1-36
Lecture:
Session 2
SLO(s)
covered: 1
Bloom’s
level(s): 1, 2
Sept.
9-12
Lecture: Intro to
strategic
management
terms and
issues
In-class activity: Get
together with your
assigned team and select
a team leader
Working with your
assigned team, complete
Steps 1-4 of Assurance of
Learning Exercise 1B on
page 37-8 of your
textbook.
1. Read Chapter 2
To be handed in at end of
class. Please ensure that
2. Research your group’s
assigned organization,
gathering basic
information about its
operations and structure.
Make sure you research
their mission and vision
you have a cover sheet on
your assignment indicating
each team member’s name
and team number (1 -7)
3. Bring a copy of written
report to next class for
handing in.
Please ensure that you have
a cover sheet on your
assignment indicating each
team member’s name and
team number (1 -7)
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Session
Week
Topic
Session 3
Sept.
15-19
Lecture: The
Business Vision
and Mission
SLO(s)
covered: 1, 2
Bloom’s
level(s): 1, 2,
3
In-Class Activity
In-class activity: What is
the mission of the
organization your group
was assigned?
Write a 2 page report
that explains what the
current vision and
mission of your
organization is and ways
that you believe that
mission could be
improved by doing
business in China.
Make sure you critically
assess your
recommendations.
Homework
1. Read Chapter 3, pages
58-69
2. Bring a copy of the
finished report to next
class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Gather research on the
external factors ((1)
economic forces (2)
international dimension (3)
political, legal, & governmental
forces (4) social, cultural,
demographic, & environment
natural forces (5) technological
forces) that could impact
your assigned
organization. Bring to
next session.
Session 4
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Sept.
15-19
Lecture: The
external
assessment –
(1) Economic
forces (2)
International
dimension (3)
Political, legal, &
governmental
forces (4) Social,
cultural,
demographic, &
environment
natural forces (5)
Technological
forces
In-class activity: Working
with your group, use the
(1) Economic forces (2)
International dimension (3)
Political, legal, &
governmental forces (4)
Social, cultural,
demographic, &
environment natural forces
(5) Technological forces that
you researched and
create a report discussing
these areas in detail with
respect to your
organization’s
opportunities and threats
in these areas.
5
1. Read Chapter 3, pages
71-81
2. Bring a copy of the inclass activity report to
the next class for
handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Research issues relating
to the competitive
advantage of your
organization.
Session
Week
Session 5
Sept.
22nd 26th
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Topic
Lecture: The
external
assessment –
competitive
advantage
In-Class Activity
Create an External Factor
Evaluation (EFE) for your
organization using the
information you have
gathered about (1)
Economic forces (2)
International dimension (3)
Political, legal, &
governmental forces (4)
Social, cultural,
demographic, &
environment natural forces
(5) Technological forces and
(6) Competitive advantage
Homework
1. Read Chapter 4 – nonfinancial factors
2. Continue working on
your EFE – bring a copy
of the finished report to
next class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
Session 6
SLO(s)
covered: 2, 4
Sept.
22nd 26th
Bloom’s
level(s): 2, 3,
4
Lecture: The
internal
assessment –
nonfinancial
factors
Review for First
Exam
Using the nonfinancial
internal factors (Culture,
Management Function,
Marketing: Function
Product & Service Planning,
Pricing, Distribution,
Marketing Research,
Cost/Benefit Analysis,
Production / Operations
Function, Research /
Development Function,
Management Information
Systems Function) write a
report outlining the key
issues for your
organization relating to
these factors (using a
framework of strengths
and weakness) in all of
these areas.
Session 7
SLO(s)
covered: 1, 2,
4
Bloom’s
level(s): 1, 2,
3, 4, 5
Sept
29th
First exam
1. Bring a copy of the
finished report to next
class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
2. Study for first exam
3. Continue working on the
research, written report,
and presentation for the
final project.
(1) Intro to strategic
1. Read Chapter 10
management, (2) The
2. Continue working on the
Business Vision & Mission,
research, written report,
(3) The External
and presentation for the
Assessment
final project.
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Session
Week
Session 8
Sept
29th –
30th
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Oct 8th
– 10th
Topic
In-Class Activity
Lecture:
1. Using the ‘Ethics
Business Ethics,
Program Elements’
Social
described in the
Responsibility &
lecture- write a
Environmental
report on where your
Sustainability in
organization is at this
strategic
moment in time with
management
respect to the 4
elements.
2. Research and report
on your organization
with respect to their
reputation for being
strong or weak
ethically, socially and
environmentally ….
give examples
Session 9
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Oct 8th
– 10th
Lecture: The
internal
assessment –
financial factors
Using the following
questions to research
your team’s organization
and write a report.
1. Where is the firm
financially strong and
weak as indicated by
financial ratio
analyses (use liquidity
ratio, leverage,
activity, growth &
profitability ratios)?
Make sure you
critically justify your
position on the
strengths and
weaknesses.
2. Are dividend payout
policies reasonable?
If yes, why. If no,
why.
3. Does the firm have
good relations with
its investors and
stockholders? If yes,
why. If no, why.
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Homework
1. Read Chapter 4 –
financial factors
2. Bring a copy of your
finished report to next
class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
1. Read Chapter 6, pages
172-185
2. Bring a copy of your inclass report to next class
for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
Session
Week
Session 10
Oct
13h –
17th
SLO(s)
covered: 3, 4
Bloom’s
level(s): 4, 5,
6
Topic
Lecture:
Strategy
analysis and
choice
In-Class Activity
Based on the research of
your assigned
organization to date:
1. Create a
comprehensive SWOT
Matrix & SPACE
Matrix
2. Included in your
SWOT and SPACE
matrices will be the
rationale of how you
came to use the
factors you used in
each Matrix.
Session 11
SLO(s)
covered: 3, 4
Oct
13h –
17th
Bloom’s
level(s): 4, 5,
6
Lecture:
Strategy
analysis and
choice
Based on the research of
your assigned
organization to date
(including your EFE, CPM,
IFE, SWOT & SPACE
Matrix):
1. Create a Grand
Strategy Matrix &
QSPM Matrix
2. Included in your
Grand Strategy and
QSPM matrices will
be the rationale of
how you came to use
the factors you used
in each matrix.
Session 12
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Oct
20th –
24th
Lecture: How to
Prepare and
Present a Case
Study
Based on the research
you have done to date for
your assigned
organization create a
draft outline for your:
1. case study report
2. presentation
Make sure your outline
describes what will
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Homework
1. Read/review Chapter 6,
pages 186-204
2. Bring a copy of your
comprehensive SWOT
Matrix, SPACE Matrix
and explanation to next
class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
1. Read Part 6, pages 346357
2. Bring a copy of your
comprehensive Grand
Strategy Matrix, QSPM
Matrix and explanation
to next class for handing
in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
1. Read Chapter 7
2. Bring a copy of your
outline to next class for
handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
appear in each section
and subsection
Session
Week
Topic
In-Class Activity
Session 13
Oct
20th –
24th
Strategy
implementation
- Management
& Operations
Issues
In-class activity: Prepare
a draft of Business
Strategy
recommendations –both
long term objectives and
specific strategies for the
organization - Included
will be the rationale of
how you came to these
recommendations
SLO(s)
covered:
4, 5
Bloom’s
level(s):
4, 5, 6
Propose methods and a
timetable for the
implementation of the
long-term objectives and
specific strategies
Session 14
SLO(s)
covered: 4, 5
Bloom’s
level(s): 4, 5,
6
Oct
27th –
31st
Strategy
implementation
– Marketing,
Finance, &
Accounting
Issues
In-class activity: Prepare a
summary of EPS/EBIT
Analyses, Financial
Statements.
Explain how your
proposals in Session 13
could impact trends and
forecasted financial
performance data
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project.
Homework
1. Read Chapter 8
2. Bring a copy of your
group’s business strategy
recommendations to
class for handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project
1. Read Chapter 5
2. Bring a copy of your
group’s EPS/EBIT
Analysis to next class for
handing in
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project
9
Session
Week
Session 15
Oct
27th –
31st
SLO(s)
covered: 2, 4
Topic
Lecture:
Strategies in
Action
Bloom’s
level(s): 2, 3,
4
In-Class Activity
Based on the research
you have done to date for
your assigned
organization update your
draft outline for your case
study report and
presentation
Homework
1. Study for 2nd exam
2. Bring a copy of your
updated draft outline for
your case study report
and presentation for
handing in.
Please ensure that you
have a cover sheet on
your assignment
indicating each team
member’s name and
team number (1 -7)
3. Continue working on the
research, written report,
and presentation for the
final project
Session 16
SLO(s)
covered:
Nov
3rd –
7th
2nd exam
Nov
3rd –
7th
(10) Business Ethics,
Social Responsibility &
Environmental
Sustainability (4) Internal
assessment –nonfinancial and financial
factors (6) Strategy
Analysis & Choice (5)
Strategies in Action
1. Read Chapter 9
Lecture:
Strategy
Review,
Evaluation &
Control
Practical class time –
working on Final
Research Project Report
& Presentation
1. Read Chapter 11
Lecture: Global
International
Issues
Practical class time –
working on Final
Research Project Report
& Presentation
1, 2, 4
Bloom’s
level(s):
1, 2, 3, 4, 5
Session 17
SLO(s)
covered:
4, 5
Bloom’s
level(s):
4, 5, 6
Session 18
SLO(s)
covered: 2, 4
Bloom’s
level(s): 2, 3,
4
Nov
10th –
14th
At end of class hand in a
report on the areas you
have worked on and how
you have specifically
altered/supplemented your
report / presentation.
At end of class hand in a
report on the areas you
have worked on and how
you have specifically
altered/supplemented your
report / presentation.
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2. Continue working on the
research, written report,
and presentation for the
final project
2. Continue working on the
research, written report,
and presentation for the
final project
1. Study for 3rd Exam
2. Prepare for group
presentations &
submission of research
project
Session
Week
Session 19
Nov
10th –
14th
Topic
3rd Exam
Review
Program Outcomes
Assessed: 1, 2, 3, 4,
5
SLO(s) covered: 2,
3, 4, 5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 20
Nov
17th –
21st
In-Class Activity
Practical class time –
working on Final
Research Project Report
& Presentation
At end of class hand in a
report on the areas you
have worked on and how
you have specifically
altered/supplemented your
report / presentation.
Program Outcomes
Assessed: 1, 2, 3, 4,
5
Practical class time –
working on Final
Research Project Report
SLO(s) covered: 2, & Presentation
3, 4, 5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 21
SLO(s)
covered: 1, 2,
4
Nov
17th –
21st
3rd exam
Nov
24th –
28th
****Submit
15 Minutes for each
written
presentation
research project
and 2 DVD
copies of oral &
video
presentation
Bloom’s
level(s):
1, 2, 3, 4, 5
Session 22
At end of class hand in a
report on the areas you
have worked on and how
you have specifically
altered/supplemented your
report / presentation.
(7) Strategy
Implementation,
Management &
Operations Issues (8)
Implementing Strategies,
(9 )Strategy Review,
Evaluation & Control, (11)
Global International
Issues
Begin group
presentations
Program Outcomes
Assessed: 1, 2, 3, 4,
5
SLO(s) covered: 2,
3, 4, 5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
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Homework
1. Study for 3rd Exam
2. Prepare for group
presentations &
submission of research
project
1. Study for 3rd Exam
2. Prepare for group
presentations &
submission of research
project
Prepare for group
presentations & submission
of research project
Prepare for group
presentations
Session
Week
Session 23
Nov
24th –
28th
Topic
Group
Presentations
In-Class Activity
Homework
15 Minutes for each
presentation
Prepare for group
presentations
15 Minutes for each
presentation
Study for Keuka
Comprehensive Exam on
Functional Areas of Business
Hand out Comprehensive
Exam Handbook
Study for Keuka
Comprehensive Exam on
Functional Areas of Business
Program Outcomes
Assessed: 1, 2, 3, 4,
5
SLO(s) covered: 2,
3, 4, 5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 24
Dec 1st
– 5th
Group
presentations
Program Outcomes
Assessed: 1, 2, 3, 4,
5
SLO(s) covered: 2,
3, 4, 5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 25
Dec 1st
– 5th
Review for
Keuka
Comprehensive
Exam on
Functional
Areas of
Business
Program Outcomes
Assessed: 1, 2, 3, 4,
5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 26
Dec 8th Review for
– 12th Keuka
Comprehensive
Exam on
Functional
Areas of
Business
Study for Keuka
Comprehensive Exam on
Functional Areas of Business
Program Outcomes
Assessed: 1, 2, 3, 4,
5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
12
Session
Session 27
Week
Topic
In-Class Activity
Homework
Dec 8th Keuka
– 12th Comprehensive
Exam on
Functional
Areas of
Business
Program Outcomes
Assessed: 1, 2, 3, 4,
5
Bloom’s level(s): 1,
2, 3, 4, 5, 6
Session 28
Dec
12th
Final day of
class
Grading Guidelines for Transfer Credit (International Programs)
The chart below depicts how course points will equate to grades.
QUALITY POINTS
POINTS
4.00
93-100
A-
3.67
90 - 92
B+
3.33
87 - 89
3.00
83 - 86
B-
2.67
80 - 82
C+
2.33
77 - 79
2.00
73 - 76
C-
1.67
70 - 72
D+
1.33
67 - 69
1.00
63 - 66
0.67
60 - 62
0
0-59
A
B
C
D
SUPERIOR
COMMENDABLE
SATISFACTORY
DEFICIENT
DF
FAILING
Outstanding work not completed in 30 days will result in a grade of “F.”
13
Expectations
English Language Skills
This course and the Business Management degree program are focused on increasing
English proficiency as well as business management skills.
Students need to demonstrate strong English language skills to succeed in this course, it is
suggested that students read any assigned readings carefully prior to class discussions.
Here is one method:
1. First, print out the readings so there is a copy of the reading to work with.
2. Then, using a dictionary, look up and write out (on the copy) the Chinese definitions of
key words in the assignment.
3. Work through the assignment before class, so there is a general understanding of what
the reading is about.
4. Ask the instructor about phrases or statements in the assignment that still are difficult
to understand.
5. Write down what the instructor says about the reading assignment on the sides,
bottom, or on the back of the copy of the reading assignment. This will provide a good
study guide for any exam on this material.
IT IS THE STUDENT’S JOB TO ASK QUESTIONS! The instructor cannot guess what a student
does not understand. The instructor expects and appreciates students’ questions. Students
who ask the most questions in class often get the highest grades.
COURSE ATTENDANCE and PROFESSIONAL BEHAVIOR
Attendance is mandatory. Being on time and prepared to do your job is a key business
behavior. This is a business course and so it requires a business-like approach to attendance,
fulfilling assignments, meeting deadlines, conducting respectful and professional
conversations, and handing in homework.
Attendance
Students need to be in their seats ready to answer the roll call by the beginning of class.
Each class in a business program is like a business meeting.

Attendance will be taken during each session.

Students who miss 4 hours of instruction in a course may have their grade lowered
by one letter grade. For example, an A grade will be lowered to a B.

Students who miss an additional 4 hours of instruction may have their grade lowered
another full grade. For example, a B grade will be lowered to a C.
14

Students who miss 12 or more hours of instruction will fail the course.
Homework and Written Assignments
In the event that homework is given, it is due at the beginning of class when the instructor
calls for it to be turned in. Late homework is not accepted for any reason and a grade of
zero will be entered.
Daily written assignments are due at the end of class when the instructor calls for it to be
turned in. Late written assignments are not accepted for any reason and a grade of zero will
be entered. Extra credit or make-up work is not permitted in this course.
Homework and written assignments are to be completed in your own words. See section
on “Academic Honesty” below.
Class Participation
The instructor expects students to focus on in-class exercises and lectures and make an
effort to understand the point of the lecture or exercise. If the instructor finds students
sleeping in class, chatting loudly with classmates, reading books from other classes, or
spending class time to do something other than participating actively in what is planned for
the class that day, the instructor may deduct points from the student’s final grade and/or
expel the student from the class.
Academic Honesty
Academic honesty is very important to Keuka College. All written work must meet the
standards of work for students at Keuka College, set by the faculty. Plagiarism (the use of
another’s material without citation or reference) will not be tolerated.
Cheating on exams or copying parts of other’s assignments will result in a ‘0’ grade for that
assignment for all parties involved. That means both the person who copies from another
student and the person who allows their work to be copied may receive a ‘0’ grade.
Cheating on a final exam or final project can result in a student receiving an “F” for the
course. The instructor may also officially notify the university that students were caught
cheating and identify the names of the cheaters.
Examples of cheating are:






Having a tutor or friend complete all or a portion of an assignment
Having any other person make revisions to a student’s final work
Copying work submitted by another student
Using information from online information services without proper citation
Completing a test with answers other than the student’s own
Using a cell phone to receive text answers during an exam
15
 Using a cell phone to text a friend about the questions on an exam





Writing information on a desk to use in an exam
Using an electronic translator to store information for an exam
Bringing notes of any sort into an exam unless authorized by the instructor
Attempting to buy an exam
Other efforts to use other people’s work instead of one’s own work
16
Appendix A: College Vision, Mission & Program Outcomes
KEUKA COLLEGE VISION STATEMENT
To be renowned as a global leader in comprehensively integrating liberal arts, digital
technologies, experiential learning, and professional practice.
KEUKA COLLEGE MISSION STATEMENT
To create exemplary citizens and leaders to serve the nation and the world of the 21st
century. We provide a transformational liberal arts-based education, strengthened by
experiential learning that challenges students to develop their intellectual curiosity and to
realize, with purpose and integrity, their full personal and professional potential.
STATEMENT OF PROGRAM OUTCOMES
On successful completion of the Keuka College B.S.M. degree a student will be able to
demonstrate mastery of the following Program Outcomes:
1. Functional Components of a Business: Identify and define the functional
components of a business (management, accounting, marketing, finance, human
resources, and economics) and their interrelationships.
2. Critical Thinking: Demonstrate the ability to apply critical thinking and decisionmaking skills across the functional components of a business.
3. Written & Verbal Communication: Demonstrate the ability to express themselves
clearly, concisely, and logically through effective oral and written communication.
4. Information Technology: Demonstrate the ability to utilize current technology to
maximize managerial effectiveness in the achievement of tactical and strategic
objectives.
5. Applied Business Skills: Demonstrate applied business skills in their chosen areas of
concentration.
This course, BUS 444 Strategic Management, addresses Program Outcomes numbered 1, 2,
3, 4 and 5 above.
17
Appendix B
BUS 444 Strategic Management Project
ALL STUDENTS WILL RECEIVE AN INDIVIDUAL GRADE FOR THIS PROJECT
Complete this project with members of your assigned group. Analyze your assigned multinational corporation. Be sure to research all segments of the corporation’s operations, not
just those in or affecting this country. Extensive research is required to complete this project.
Task: Analyze your assigned corporation. Be sure to research all segments of the
corporation’s operations, not just those in or affecting this country. Extensive research is
required to complete this project.
Organizations
Organization
Website
American Media
http://www.americanmediainc.com/
Bombardier Recreational Products Inc BRP USA
http://www.brp.com/
Callaway Golf
http://www.callawaygolfpreowned.com/?gcid=g100&pscid=
1718&pskid=callaway%20golf&psmtid=p&psnetid=g
Daimler-Benz
http://www.daimler.com/company
Darden Restaurants
http://www.darden.com/
Deloitte Touche Tohmatsu
http://www2.deloitte.com/global/en.html
Dunkin Donuts
http://www.dunkindonuts.com/dunkindonuts/en.html
Ford
http://www.ford.ca/?searchid=google|8r2Htan2
GE
http://www.ge.com/ca/
Google
https://www.google.ca/about/company/
Ingersoll Rand
http://company.ingersollrand.com/ircorp/en/index.html
John Deere
http://www.deere.com/wps/dcom/globalhome/deerecom/glo
bal_home.page
Limited Brands
http://www.lb.com/
Macy's
https://www.macysinc.com/
Norwegian Cruise Lines
http://www.norwegianvoyages.com/?source=google
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Petsmart
http://phx.corporate-ir.net/phoenix.zhtml?c=93506&p=irolhomeprofile
Simon Property Group
http://www.simon.com/
Sirius
http://www.siriusxm.ca/
Sea World Entertainment
http://seaworldparks.com/
Verizon
http://www.verizonwireless.com/
West Marine
http://www.westmarine.com/
Products :
(1) Written report (10,000 – 15,000 words of which 2,000 will be an
executive summary) and
(2) Oral presentation to the class. (15 minute)
NOTE: The oral presentation to the class SHOULD NOT merely be the
written report put into PPT format.
Written Report Suggested Guidelines:
(1) Written report (must contain a Cover Sheet containing (1) name of the company,
and (2) names and Keuka ID numbers of each student in the group who worked on
the project.)
I. Executive Summary – 5 points -- 3 to 5 pages plus charts/tables (1500 - 2000
words)
1) Existing vision/mission, objectives, and strategies
2) Products/services made/sold by company
3) Competition and current market conditions
4) Recommendations by group to improve the strategies of the company
II. Introduction – 20 points – 5 to 10 pages plus charts/tables (2000 – 4000 words)
1) Brief history, current performance, and objectives
2) Recommendations to improve the company’s vision/mission
3) SWOT analysis
III. Business Strategy – 60 points – as many pages as needed
1) Brief introduction of this section
2) EFE and brief evaluation
3) CPM and brief evaluation
19
4) IFE and brief evaluation
5) SWOT Matrix and analysis
6) Grand Strategy Matrix and analysis
7) Quantitative Strategic Planning Matrix (QSPM) and analysis
8) Business Strategy Recommendations:
a. Your recommendations
b. Time-table for long-term implementation of strategies to meet
objectives
c. Time-table and brief discussion of short-term step-by-step actions
needed to reach these objectives.
IV. Financial Summary – 10 points – several pages (2,000 – 4,000 words)
1) 3-year financial statements and brief analysis of trends
2) Projected financial statement considering costs, reductions, and
revenue after implementation of strategies
V. Conclusion – 5 points – 1 or 2 pages (500 – 1000 words)
1) Describe the expected future results, performance, and positioning of the
company if it implemented your recommendations.
Oral & Video presentation (MUST contain each of the following): 15 minutes video
Note: Oral & video presentation should be multi-media – i.e. not just words and
charts, but photos, music, and video
1. Introduction: Introduce your group members; and introduce your company and its
history, values, its existing mission and vision, and your recommendations for
new vision and/or mission.
2. Scope of business: Explain the products/services sold by the company, show maps
of where the company does business, and explain whether the company is
planning to expand its market.
3. Competition: Discuss competitors in the market and this company’s competitive
advantage or disadvantage (could show CPM).
4. Marketing: Show video and/or print ad for the company’s products/services (or,
make your own original ad)
5. E-Commerce: Explain the company’s presence on the Internet (if relevant).
20
6. Summary of strategy recommendations that you made for the company in your
written report (can show SWOT, EFE, IFE, possible strategies, SWOT Matrix,
Grand Strategy Matrix, QSPM.) BRIEFLY explain which few key strategies you
are recommending.
7. Conclusion: How will your recommendations affect the company in the future.
The website, www.marketwatch.com will be a great resource for information on
the organization, as will the organization’s website.
The following pages show how you will be graded.
21
BUS 444 Strategic Management Term Project Content Assessment Rubric (70% of grade)
This is how you will be graded on your report.
Aspects to be
assessed & point
values
Significantly short
of expectation
F=0
Somewhat short
of expectation
D=1
A. Executive
Summary
(5 points)
Significantly short
of expectation
Many errors in
language use and
grammar Content
is lacking
B-D. Introduction,
Performance
Review &
Strategic /
Financial Goals
(20 points)
E. Business
Strategy
(60 points total)
Significantly short
of expectation
Sections are
missing and little
evidence of
research is
evident Content is
lacking
Lists but does not
discuss each
section. Text is
difficult to follow
and a lack of
analysis is
evident.
Significantly short
of expectation
Environmental
Analysis (20)
Competitors
Analysis (10)
Strategic
Alternatives (5)
Meets
expectation
C=2
Summary has
main points, some
language
problems Content
is adequate
Identifies most
aspects of
organization
performance
Content is
adequate
Lists each of the
six sections and
covers the
information
briefly for each.
Writing is not
smooth and has
many errors
Adequate analysis
but not
completed or
integrated
Strategy Selected
(5)
Somewhat
exceeds
expectation
B=3
All main points
are covered but
writing has errors.
Good content
Identifies relevant
aspects of
organization
performance
Content better
than average
Uses tools
appropriately,
describes
alternatives and
justifies selection.
Some grammar
and vocabulary
problems that do
not hinder
comprehension
Thorough analysis
& exploration of
alternative
strategies
Significantly
exceeds
expectation
A=4
All main points
are covered and
language is
accurate and
effective
Identifies and
describes nuances
of organization
performance
Content better
than expected
Presentation of
information is
clear, complete
and detailed.
Tools are used
well, selection of
alternatives is
very welldeveloped.
Language is
smooth and
without major
errors in grammar
or style.
Competitor
Reaction (5)
Key Tactics (15)
F. Financial
summary
(10 points)
G. Conclusion
(5 points)
Significantly short
of expectation
Lacks data or data
not consistent
Includes basic
data in a
consistent
manner
Basic data and a
discussion are
included. Data
projections are
consistent
Significantly short
of expectation
Fails to identify
main points of
study.
Language
accuracy is poor
Identifies main
points of the
study, but
language errors
are numerous
Identifies major
points of the
study, clearly and
concisely with
proper focus on
key elements
TOTAL
(100
points)
22
Includes all data
that is well linked
to organization
strategy. Data are
well-integrated
and internally
consistent
Objectively
reflects on the
study as well as
summarizing the
main points, using
smooth accurate
language
BUS 444 Strategic Management Term Project Oral Presentation Assessment Rubric (30% of grade)
This is how you will be graded on your presentation.
Aspects to be
assessed & point
values
Significantly short
of expectation
(F=0)
Somewhat short
of expectation
(D=1)
Meets
expectation
(C=2)
Organization
Significantly short
of expectation
Does not have any
clear organization.
Sections are clear
Major sections are
all presented.
Audience may not
be told what will
be covered.
Significantly short
of expectation
Audience has
difficulty
understanding
due to factors
such as
pronunciation,
rapid speech,
choppy rhythm
and stress,
grammatical
errors, overly
complex
sentences, or lack
of emphasis and
repetition of key
points.
Significantly short
of expectation
Not all group
members
participate in
presenting.
Presentation is
not succinct,
clearly organized
and spoken loudly
and clearly.
Answers to
audience
questions do not
demonstrate
knowledge of
topic.
Audience may
have some
difficulty
understanding
some presenters
due to factors
such as
pronunciation,
rapid speech,
choppy rhythm
and stress,
grammatical
errors, overly
complex
sentences, or lack
of emphasis of
key points.
Each group
member presents.
May read from
notes or refer
briefly to text.
Presenters look at
the audience and
delivery is loud
and clear enough
for audience to
hear. Professional
attitudes are
shown, when
answering
questions. One
presenter may be
dominant.
(15 points)
Language
(20 points)
Delivery
(20 points)
23
Somewhat
exceeds
expectation
(B=3)
Presentation flow
(specific
introduction and
conclusion,
sequenced
material within
the body, and
transitions) is
clearly and
consistently
observable.
Organization is
communicated to
audience.
Most presenters
have generally
comprehensible
pronunciation,
rhythm and
stress.
Sentences are
clear and not
overly complex.
Key points are
repeated and
given emphasis.
Each group
member presents.
Most are
comprehensible,
thorough and
clear. Most
presenters engage
the audience and
field questions.
One presenter
may be dominant
and demonstrate
knowledge of the
topic when
fielding questions.
Significantly
exceeds
expectation (A=4)
Presentation flow
(specific
introduction and
conclusion,
sequenced
material within
the body, and
transitions) is
clearly and
consistently
observable.
Organization is
communicated to
audience and
includes a recap
at the end.
Presenters speak
with good
pronunciation and
grammatical
accuracy. Key
points are
repeated with
emphasis, and the
audience has no
trouble hearing or
understanding the
speakers. Some
speakers may
interact with the
audience, using
humor or verbal
other techniques.
Each group
member presents
with equal
professional skill.
Presentation is
clear, thorough,
and wellrehearsed.
Presenters engage
audience. All are
able to
demonstrate
knowledge of the
topic when
fielding questions.
Supporting
Materials
Significantly short
of expectation
Content is lacking.
Insufficient
supporting
materials.
Materials may be
used without
citing sources.
Information or
analysis minimally
supports the
presentation.
Content is
adequate.
Supporting
materials make
appropriate
reference to
information or
analysis that
supports the
presentation.
Some gaps may
remain-not every
section of the
presentation has
enough support.
Sources are cited.
Good content.
Supporting
materials make
appropriate
reference to
information or
analysis that
generally supports
each section of
the presentation.
Sources are cited.
Significantly short
of expectation
Central message
can be deduced,
but is not
explicitly stated in
the presentation.
Central message is
basically
understandable
but is not often
repeated and is
not memorable.
Central message is
clear and
consistent with
the supporting
material.
(10 points)
Central Message
(35 points)
TOTAL
(100%)
24
Content better
than expected. A
variety of types of
supporting
materials
(explanations,
examples,
illustrations,
statistics,
analogies,
quotations from
relevant
authorities) make
appropriate
reference to
information or
analysis that
significantly
supports the
presentation.
Central message is
compelling
(precisely stated,
appropriately
repeated,
memorable, and
strongly
supported.)