BUS490A: Senior Seminar
Spring 2011
Mondays and Fridays 2:00PM – 3:20PM
McIntyre 107
Prof. Lynnette Claire
McIntyre 108C
lclaire@pugetsound.edu
www.pugetsound.edu/faculty-pages/lclaire
253-879-3576
Office Hours:
Tuesdays 1:00PM – 1:50PM, Thursdays 10:00AM – 11:00AM, and by appointment
Resources:
Strategic Management Course Pack: Selections from Strategic Management by Jay B. Barney
and William S. Hesterly. Prentice Hall, 2006.
Beyond Performance by Scott Keller and Colin Price. Wiley, 2011.
Case Course Pack: Cases by various authors and publishers.
Presentation Zen: Simple Ideas on Presentation Design and Delivery by Garr Reynolds. New
Riders Press, 2008. (optional)
http://moodle.pugetsound.edu (additional reading, updates, grades and more)
Objectives:
Learn how organizations can achieve a sustainable competitive advantage.
Gain skills, knowledge and experience to help you transition from the college world to the
working world.
Achieving these objectives will:
 Integrate and enhance your previous business curriculum.
 Cultivate primary and secondary research skills.
 Enable you to analyze and develop strategies for organizations.
 Develop analytical and problem solving skills.
 Refine oral and written presentation skills.
 Improve team participation and management skills.
 Prepare you for the working world.
Course Overview:
Analyzing an organization’s internal and external environments and making choices that
attempt to bring a competitive advantage to the organization is called strategic
management. This process uses tools and knowledge that you have gained in your business
courses (including this one) to provide a distinct advantage to an organization. To learn tools
and theories, we will use part of a textbook by Barney and Hesterly that approaches strategy
from a resource-based view of the firm, Beyond Performance by Keller and Price, cases and
additional readings. A consulting project with an organization in our community will provide
you with the opportunity to apply your knowledge and build your confidence in the
application of your business skills. This course also provides bridges to life after Puget Sound
through professional development activities and readings.
1
BUS490A: Senior Seminar, Spring 2012
Texts:
 Strategic Management Course Pack: Chapters 1 - 5 from Strategic Management by
Barney and Hesterly. This book approaches strategic management from a strong
theoretical base: the resource-based view of the firm. We will use this book to anchor our
analysis of cases and client firms. Reading assignments are noted in the Course Outline.
 Beyond Performance by Keller and Price. This new publication utilizes data to help build
stronger organizations for both current performance and long term health. Reading
assignments are noted in the Course Outline.
 Case Course Pack. We will read, think about and discuss seven cases; they will provide
examples for us to explore course concepts in more depth. These cases provide examples
of the type of research you will need to do for your consulting project and a model for the
case study you will write. The dates for cases are noted in the Course Outline.
 Articles. Additional readings are located on Moodle. See Course Outline for assignments.
 Presentation Zen: Simple Ideas on Presentation Design and Delivery by Garr Reynolds. This
recommended, though optional, text will improve your presentations significantly. If you
plan to give many presentations during your lifetime, it will definitely be worth the cost.
Graded Assignments:
Consulting Project (450 points)
Teams and projects will be assigned during week two with input from you. All the projects
involve helping local organizations with strategic management. The details of each project
vary. You will work closely with the business owners/managers on this project. Confidentiality
within our classroom community is required. You are expected to contact me as you need
assistance.
Twice during the term, you will submit individual reflections on the projects as e-mail
attachments. On these same dates (see Course Outline) each group will also submit an
update on their progress to me via e-mail (as an attachment). Each group will write a case
study of their client organization. The case will be posted on Moodle and all students will read
all cases. The case authors are responsible for leading group discussion on the day their case
is discussed. The client report must be submitted to me for feedback before refining it for the
client presentation. You will submit final individual reflections and peer evaluations.
Projects will be graded holistically and criteria may include (but is not limited to) the quality
and quantity of work, the presentation of the work to the client (written and oral), the case
study and class discussion, the ability to work together as a team, the ability to work with the
client, group updates, and individual reflections on the process. Peer evaluations, input from
clients and professor observations may provide evidence that not all group members deserve
the same grade for the project. A detailed rubric, update and reflection prompts, and peer
evaluation forms are posted on Moodle.
The clients determine 10% of your grade. I share my grading standards with the clients. Here
they are for you:
A
Exceeds expectations: Professional. Work worth paying for!
B
Meets expectations: What was expected from a Puget Sound Senior Seminar project.
C
Approaching expectations: There was value added, but not as much as expected.
D/F Did not meet expectations: Possibly not worth the client’s time in meeting with students.
Major errors. Inappropriate behavior. Poor to very bad.
2
BUS490A: Senior Seminar, Spring 2012
Cases (160 points)
Seven cases will be analyzed and discussed during the term. The cases allow you to apply the
theoretical concepts and tools you are learning. You need to be prepared for each case
discussion. There will be some pre-case work and some post-case work (perhaps even an
opportunity to focus for discussion—sometimes called a quiz) that will be included in your
grade. These 160 points are awarded for quality written preparation. Quality of case
discussion is included in your Professionalism grade. You will need to demonstrate familiarity
with the cases for the final exam.
Professional Development (90 points)
You are expected to attend at least two professional meetings during the term; you may
attend one networking event and one content-based event, or two content-based events.
You will write a short report on each meeting. Please attend an event that interests you! The
meetings may be chosen from a list posted on a GoogleDoc or you are encouraged to find
an event that interests you (please send me a short e-mail with a link to the event to ensure its
suitability). Extra credit is possible for attending an extra meeting or having a follow-up
meeting with someone you met at an event. You must complete one professional
development report by March 9, 2012; the other by April 18, 2012. Each report is worth 35
points. By April 30, 2012, you must submit a description of a job that you would like to obtain
and a current resume and cover letter suitable for that position (20 points possible).
Professional Development documents may be submitted electronically or in paper format. If
submitted electronically, please use the naming convention 490yourlastname prof1.doc or
“prof2” or “resume” or “cover”.
Final Exam (100 points)
A 15-minute oral exam will be conducted during finals week with me. You will receive three
questions related to course concepts and materials. After 15-minutes of preparation, you will
answer the questions; I will ask clarifying questions to assess your depth of understanding.
Guidelines, sample questions and a schedule will be distributed April 16, 2012. You may take
your exam any day during finals week
Professionalism (100 points)
Senior Seminar is a course—and a bridge to the professional world. Professionalism is an
encompassing term that describes a standard of behavior and action that is admirable in a
given profession. The Business Dictionary defines professionalism as “meticulous adherence to
undeviating courtesy, honesty, and responsibility in one’s dealings with customers and
associates, plus a level of excellence that goes over and above the commercial
considerations and legal requirements.”
Your current profession is that of a student. And you are quickly moving forward into a new
profession. The Professionalism grade will be merited by how closely you adhere to the
definition above. Some specific behaviors that contribute to professionalism include being
thoroughly prepared for class and meetings, actively listening, providing feedback, engaging
in discussion in a manner that moves the conversation forward or expands it, inviting others
into the conversation, and communicating appropriately. Professionalism is not only behavior
but includes an attitude of respectfulness and honesty.
I will assess your professionalism through careful observation and, if needed, through written
assessments of your preparation. You will receive a mid-term professionalism grade and
suggestions for improving yourself in this area.
3
BUS490A: Senior Seminar, Spring 2012
Electronic Devices and Cell Phone Policy
You are encouraged to take notes in whatever form is most useful to you. However, due to
the distraction potential of electronic devices (laptops, tablets, smartphones, etc.) to you and
to your classmates, if you use an electronic device in class, you will be expected to
demonstrate that you are using it for legitimate class purposes on a regular basis. If you are
using it to surf the web, check your e-mail, etc., you will be asked to leave the classroom and
to not use your electronics in class in the future.
Please turn your phone off before entering the classroom. If there is a legitimate need for you
to be available via phone, please talk to me before class starts. Texting in class is
unacceptable. If you cannot resist the temptation of the phone, you need to check your
phone in with me at the beginning of each class session.
Grading:
There are 900 points possible in this course. The distribution of points is as follows:
Consulting Project
Cases
Professional Development
Final Exam
Preparation, Participation and Engagement
450 points
160 points
90 points
100 points
100 points
900 points
Grades will be assigned based on points earned. The standard 90% (A), 80% (B), 70% (C), 60%
(D) and less (F) divisions will be used. Plus and minus grades will be earned by those in the top
and bottom two percentiles. Prof. Claire’s mindset: A exceeds expectations, B meets
expectations, C approaches expectations, D/F do not meet expectations.
Integrity, honesty and respect are expected in this class. Please refer to the section on
academic honesty in the Logger Academic Handbook (http://www.ups.edu/x4718.xml) for
details.
Classroom Emergency Response Guidance
Please review university emergency preparedness and response procedures posted at
www.pugetsound.edu/emergency/. There is a link on the university home page. Familiarize
yourself with hall exit doors and the designated gathering area for your class. If building evacuation
becomes necessary (e.g. earthquake), meet your instructor at the designated gathering area so she can
account for your presence. Then wait for further instructions. Do not return to the building or
classroom until advised by a university emergency response representative. If confronted by an act of
violence, be prepared to make quick decisions to protect your safety. Flee the area by running away
from the source of danger if you can safely do so. If this is not possible, shelter in place by securing
classroom or lab doors and windows, closing blinds, and turning off room lights. Stay low, away from
doors and windows, and as close to the interior hallway walls as possible. Wait for further instructions.
4
BUS490A: Senior Seminar, Spring 2012
Course Outline:
This schedule is subject to change.
Wk: Day
1: Fri
Date
1/23
Topic
No Class
Objectives
Reading*
Study Questions
2: Mon
1/23
Course
introduction,
Strategy,
Forming
Groups
Provide course overview.
Learn about consulting
project clients.
Understand the strategic
process.
Get to know everyone in
the class.
Provide input for me to
assign consulting project
groups and topics.
Understand what you
need to learn to develop
useful strategies.
Syllabus
(M),
Discipline of
Teams (M),
SM ch.1 on
strategy, BP
intro & ch.1,
What is
Strategy?
(M),
2: Fri
1/27
Teams,
Communication,
Consulting
Gain skills to be more
effective in your
consulting projects.
Create better working
relationships with client
organization.
Create more effective
teams.
Get consulting project
assignments.
Develop team norms.
BP ch.4 p.
84-91, Masterful Consulting (M),
Smart
Questions
(M)
3: Mon
1/30
Case
discussion
Learn how to read a
case.
Apply strategic planning
and management tools
to an organization.
SM
appendix
on cases,
NFTE case
 What do you value most in group
members?
 What strengths and weaknesses do
you bring to a team effort?
 Pay particular attention to “Building
Team Performance” in the reading.
 What is a strategy? Why is it
important?
 What is competitive advantage?
 What is organizational performance?
Health?
 How do you figure out what a firm
does/does not do well? How do you
learn about its environment?
 What mindset are you approaching
this project with? How might you
adjust it?
 How do you speak with others? How
do you communicate in written form?
How can you improve?
 Why do you think the “Principles of
Conduct” in Masterful Consulting are
or are not important? What do you
think is important?
 What team norms would you like to
have?
 How can you best prepare for case
discussion?
 Complete case preparation.
*Reading assignments should be completed before class on the date listed.
SM = Strategic Management course packet BP = Beyond Performance case = case packet M = Moodle
**Unless noted, assignment are due by the start of class. P = paper copy E = electronic copy Items in Garamond
5
Due**
Notes
Prof. Claire out
of town
Please make an
extra effort to be
in class today
Develop team
norms.
NFTE case
prep (P).
Make contact
with your client
this week. Do
your homework
on your client.
Please note class
will begin at 2:15
today.
italics relate to the Timeline for the strategic consulting project.
BUS490A: Senior Seminar, Spring 2012
Wk: Day
3: Fri
Date
2/3
Topic
External
environment
4: Mon
2/6
External
environment
4: Wed
4: Fri
2/8
8am
2/10
Consulting
Project
Secondary
research,
Primary
research,
Local
resources
5: Mon
2/13
Internal
Environment
5: Fri
2/17
Internal
Environment
Objectives
Learn tools to understand
the general and task
environments.
Gain a better
understanding of Porter’s
five forces.
Learn to analyze an
organization’s external
environment.
Apply Porter’s five forces
analysis to organizations.
Understand how the
external environment
influences strategy.
Reading*
SM ch. 2 on
external
environment
Study Questions
 Why is the general environment
important for strategy creation?
 How does a Porter’s five forces
analysis help us make strategy?
Due**
NFTE case
follow-up (P).
City’s
Desert case
 Complete case preparation.
City’s Desert
case prep (P).
Notes
Meet with client.
Clarify.
Research internal
and external
environments.
Learn how to find data
from which to build
strategies.
Learn how to fill data
holes.
Gain skills to conduct
primary research.
BP ch. 2
p.25-38 and
ch.4 p.91107
Understand the resourcebased view of the firm.
Identify resources.
Learn to apply the VRIO
framework.
Learn what sorts of
resources confer
sustained competitive
advantage.
Refine your ability to do a
SWOT analysis.
Learn how to analyze the
internal environment.
Understand how the
internal environment
influences strategy.
SM ch. 3 on
internal
environment, BP
ch. 3 (all)
and ch.4
p.77-84
Make
Green
Delicious
case
 How will you gather information on
the practices that underpin
organizational health for your client?
 How will you learn about your client’s
(or customers’) mindset?
 What do you know and what do you
still need to know for your consulting
project?
 What are your client’s most valuable
resources and capabilities?
 Think about how the questions of the
VRIO framework (Table 3.1) may be
applied to resources in your client firm.
 Which archetype is (or could be)
your client?
 Review your knowledge of SWOT
analysis.
 Complete case preparation.
*Reading assignments should be completed before class on the date listed.
SM = Strategic Management course packet BP = Beyond Performance case = case packet M = Moodle
**Unless noted, assignment are due by the start of class. P = paper copy E = electronic copy Items in Garamond
2
Reflection1(E).
Update 1 (E).
City’s Desert
follow-up (P).
Research! Write
your case. Ask
for client
feedback.
Make Green
Delicious case
prep (P).
italics relate to the Timeline for the strategic consulting project.
BUS490A: Senior Seminar, Spring 2012
Wk: Day
6: Sun
6: Mon
Date
2/19
9pm
2/20
Topic
Objectives
Case writing,
Presentations
Learn to write a short
business case.
Learn to present more
effectively.
Identify the key issue(s)
your team wants input on.
6: Fri
2/24
Problem
Solving
7: Mon
2/27
Class cases
7: Fri
3/2
8: Mon
3/5
8: Fri
3/9
8: Fri
3/9
Spring
Break
9: Mon
3/103/18
3/19
Professional
Developmnt
Spring Break
Cost
leadership
We will use this time to
solve problems that have
arisen with your projects.
Learn about other
projects.
Think critically.
Provide constructive input
for colleagues.
Reading*
Pres. Zen
viewing
Sample
cases from
previous
seminars
(M),
view
Presentation Zen on
reserve at
the library
(or 2/19 at
9pm)
Study Questions
Due**
 What are the fundamental
components of cases we’ve read?
 What are the best/worst presentations you’ve attended? Why?
Make Green
follow-up (P).
Classgenerated
cases (M)
Notes
Battin Lounge –
w/snacks&drinks
Research! Begin
writing your case.
Case must be
posted 48 hours
before class
discussion.
Research. Think.
Write your case.
Provide/use
feedback.
Develop a range of
solutions.
Prof. Dev. Report
1 (P or E)
No class
Differentiate between
business and corporate
level strategies.
Understand cost leadership strategy &its sources.
Understand the benefits &
risks of cost leadership.
Enjoy your break
SM ch.4 on
cost
leadership,
BP ch.5
p.109-116,
Galanz
case
 What is a cost leadership strategy?
 What are the sources of cost
leadership?
 Complete case preparation.
*Reading assignments should be completed before class on the date listed.
SM = Strategic Management course packet BP = Beyond Performance case = case packet M = Moodle
**Unless noted, assignment are due by the start of class. P = paper copy E = electronic copy Items in Garamond
3
Galanz case prep
(P).
Develop, prioritize
and refine solutions.
italics relate to the Timeline for the strategic consulting project.
BUS490A: Senior Seminar, Spring 2012
Wk: Day
9: Wed
9: Fri
Date
3/21
8am
3/23
Topic
Consulting
Project
Differentiation, Focus
strategy
10: Mon
3/26
Differentiation
Objectives
Reading*
Study Questions
Understand sources of
differentiation.
Understand how
differentiation fits in the
VRIO framework.
Understand the focus
strategy.
Examine the
differentiation strategy.
SM ch. 5 on
differentiation
 What is differentiation?
 What are the sources of
differentiation?
 How could your client organization
differentiate its product/service?
IMAX case
 Complete case preparation.
Due**
Reflection2(E).
Update 2 (E).
Notes
IMAX Case
Prep (P).
Refine strategies.
Schedule final
presentation
10: Fri
3/30
Strategy
execution
Understand how to
execute a strategy
effectively
BP ch. 5
p.128-153
and ch.6
p.162-173
11: Mon
4/2
Strategy
execution
Refine your understanding
of strategy execution.
Enchanting
Travels
case
11: Fri
4/6
Report
writing,
Presentations
Think critically about what
you need to include in
your client report.
Develop an outline for
your client report.
Learn to make interesting,
focused presentations.
BP ch. 5
p.116-128,
Five Quick
Ways (M),
490 Project
Rubric(M)
12: Mon
4/9
Assessment
Learn ways to assess a
strategy.
Gain tools to help your
clients assess the strategy
you develop.
Evaluate Dr. C.
BP ch. 6
p.173-176,
Balanced
Scorecard
(M)
12: Wed
4/11
8am
Consulting
Project
 How can firms effectively execute
strategy?
 Why is it difficult to execute strategy?
 What levers do you have to
influence execution?
 Complete case preparation.
 What does the client need to know?
 What do you need to demonstrate
mastery of for Dr. C.?
 How can you best communicate in
written form?
 How can you make your
communication of your findings and
recommendations compelling?
 How will you design measurements
in the four dimensions?
 How might you use the balanced
scorecard with your client firm?
 How else might your client assess
progress?
ET CasePrep(P)
Develop executable
strategies. Write
your final report.
Write your final
report. Plan your
presentation.
Draft report (E)
*Reading assignments should be completed before class on the date listed.
SM = Strategic Management course packet BP = Beyond Performance case = case packet M = Moodle
**Unless noted, assignment are due by the start of class. P = paper copy E = electronic copy Items in Garamond
4
italics relate to the Timeline for the strategic consulting project.
BUS490A: Senior Seminar, Spring 2012
Wk: Day
12: Fri
Date
4/13
Topic
Assessment
13: Mon
4/16
Strategic
Tools and
Approaches
13: Wed
4/18
13: Fri
4/20
Professional
Developmnt
Leadership
14: Mon
4/30
Sharing your
Work
14: Thurs
& Fri
Finals
5/3 &
5/4
5/75/11
Reading
Period
Final Exam
Objectives
Gain insights into
assessment through its
application to an
organization.
Learn other approaches
to strategy.
Practice with new tools
such as simple rules,
McKinsey 7S and scenario
planning.
Reading*
Boston Lyric
Opera
case
Study Questions
 Complete case preparation
Strategy as 
Simple
Rules (M), 
Adaptabiity (M)
How can simple rules substitute for
strategy?
What other models for strategy
creation have you learned about?
Due**
BLO Case Prep
(P)
Notes
Refine your final
report and
presentation.
Present to client.
Final exam
guidelines
distributed.
Prof Dev Report
2 (P/E)
Discuss the challenges of
leadership positions.
Discuss leaders who you
want to follow and who
you want to be as a
leader.
Envision a path to your
goals.
Share and learn about
the variety of strategic
consulting projects you
worked on this term.
BP ch.7
p.182-200,
Becoming
a Boss (M),
In Praise of
the
Incomplete
Leader (M)
 What might your leadership journey
look like?
 What challenges might you face in
your first supervisory role?
 What type of leader do you like to
follow?
 What type of leader do you aspire to
be?
 Be prepared to share your project
with your classmates.
Resume and
Cover Letter (P
or E).
Final client
presentation
must be
completed by
class time.
Last day of
class
Reading 
Period
Demonstrate mastery of
the course concepts and
material.
Schedule your
final exam
individually on
any day during
the week.
Final consulting report (P) is due at time of final presentation: One copy for Dr. C., one for the client. Electronic copy of report due by the last day of class.
Final reflection (P) and peer eval (P/E) should be written no sooner than two days after your final presentation. They must be received by the end of finals
week.
*Reading assignments should be completed before class on the date listed.
SM = Strategic Management course packet BP = Beyond Performance case = case packet M = Moodle
**Unless noted, assignment are due by the start of class. P = paper copy E = electronic copy Items in Garamond
5
italics relate to the Timeline for the strategic consulting project.