Manning School of Business
Welcome to
Strategic
Management
Dr. Mark H. Mortensen
66.490.211 and 212
Tues &Thurs 2:00 to 3:15
3:30 to 4:45
Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
Hello and Introductions
-
Who am I?
Who are you?
Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
Assignment of Groups
Section 211: 2:00-3:15 PM
GROUP
E-mail
APPLE
Krystina_Analetto@student.uml.edu
Cho_Chan@student.uml.edu
Joyce_Chauke@student.uml.edu
Casey_Costello@student.uml.edu
Danny_Douangchith@student.uml.edu
Nicholas_Gibbons@student.uml.edu
Shariful_Islam@student.uml.edu
Weeldens_Louis@student.uml.edu
William_Markussen@student.uml.edu
Zuleima_Miranda@student.uml.edu
Zachary_Modica@student.uml.edu
Dany_Mot@student.uml.edu
Julio_Navas@student.uml.edu
Jason_Samuel@student.uml.edu
Volak_Tan@student.uml.edu
Eric_Tibbetts@student.uml.edu
Kyle_Vieira@student.uml.edu
James_Walker@student.uml.edu
Kelly_Williams@student.uml.edu
BERKSHIRE
COSTCO
DOW
EXXON
Section 212: 3:30-4:45 PM
GROUP
FORD
GE
HP
IBM
E-mail
Elie_AbouHaidar@student.uml.edu
Michael_Allen@student.uml.edu
Priscilla_Asencio@student.uml.edu
Troy_Beattie@student.uml.edu
Bryan_Brunelle@student.uml.edu
Emily_Cain@student.uml.edu,
Ryan_Callahan@student.uml.edu
Derek_DaSilva@student.uml.edu,
Brent_Devlin@student.uml.edu
Maciej_Diduch@student.uml.edu,
Timothy_Early@student.uml.edu
Jessica_Garcia1@student.uml.edu
Phillip_Graves@student.uml.edu
Ran_Guo@student.uml.edu,
Eric_Karpinski@student.uml.edu
Steven_Lam@student.uml.edu
JOHNSON &
JOHNSON
Jarred_Lewush@student.uml.edu
Jeffrey_Morrissette@student.uml.edu
Daniel_Porter@student.uml.edu
Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
What have you learned at UML?
Here are the prerequisites for this course:
 61.301 – Business Finance
Principles of financial management, including working and fixed capital, sources of funds, financial statements,
financial planning and capital structure.
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62.201 – Marketing Principles
The role of marketing in the economy. The elements of the marketing mix--product, price, distribution, and
promotion--are discussed in the context of social and political constraints on marketing activity.
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63.301 – Management Information Systems
Structure and foundations of information systems for management from both a user's and designer's perspective.
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63.371 – Operations Management
Principles of production/operations management. Nature and function of production systems; operational planning
and control; plant layout; materials handling; inventory and quality control.
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66.301 – Organizational Behavior
Examination of individuals, groups, and organizations from a behavioral and structural perspective. Topics include
employee motivation and satisfaction, communication, power and politics, the dynamics of groups and teams,
conflict management, and organizational design and change.
In your groups, list 3 important things that you learned in each course.
Write these on the white board under the course names.
Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
Why Bother with
“Strategic
Management?”
HOW
to do things right.
WHAT
to do.
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Two ways of teaching StratMan
As an allocation
of resources
Competition
Simulation
As a game within
an ecosystem
Case
Studies
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Text book - $20 on line
Section 211: http://students.flatworldknowledge.com/course?cid=1207929&bid=684011
Section 212: http://students.flatworldknowledge.com/course?cid=1207933&bid=684011
If you lose this URL, go to students.flatworldknowledge.com and find
your class using your name, your course name or Institution.
Mortensen Consulting Group
Case Studies $20 pdf download
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Harvard Business School Readings: We will be using a selection of case
studies published by Harvard Business Online. The URL
https://cb.hbsp.harvard.edu/cbmp/access/17134961 will provide you with
a list of required materials for use in this course.
These reports are selected for your Case Study analysis and supplemental
reading:
Apple’s Core
Apple Inc., 2010
Starbucks Coffee Company in the 21st Century
Dunkin’ Donuts: Growth Strategy
Harley Davidson
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Meyers-Briggs Assessment
Part of the career services run by Career
Counselling
 $18 fee for assessment
 Part of your assignments
 You will get information later about how to
sign up

Mortensen Consulting Group
Syllabus Review: Course Outline
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Session 1: Hello and Course Review
Sessions 2-6: Basic Concepts & Tools
Quiz on Basic Concepts and Tools
Sessions 7-9: Meyers-Briggs and how to use it
Sessions 10-17: Creating good strategies, implementing
them effectively, and ensuring success
Session 18: Guest speaker
Sessions 19-22: Strategic management of your career
Take-home exam
Session 23: Wrap-up
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Syllabus Review: Syllabus and
Wiki
Syllabus:
http://mark-mortensen.wiki.uml.edu/xxx
 Schedule:
http://mark-mortensen.wiki.uml.edu/xxx
 Wiki:
http://Mark-Mortensen.wiki.uml.edu

Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
My philosophy
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I am here to help you learn. You are seniors. I am
not here to force you to do anything.
Your performance is up to you.
We can have interesting (lively discussions), or
boring (lecture-laden) classes, it will be up to you.
I strive to help you gain “mastery” of the subject.
I will not just ask you “What is a SWOT?”
I will expect you to do one, analysing the business
situation and applying the SWOT tool.
I will ask you to memorize some things that you
should remember for the rest of your business life.
All opinions will be respected. But, to be accepted,
they have to be backed up with data, analysis, or
evaluation. Phrases that I particularly approve of:
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“I agree/disagree with ___ because …”
“I have a different opinion …”
“I have something to add …”
“Can you explain your answer?”
Bloom's Revised Taxonomy
http://edweb.sdsu.edu/courses/EDTEC470/sp09/5/bloomstaxanomy.html
A
B
C
Creating - designing, constructing, planning, producing, inventing,
devising, making
Evaluating - Checking, hypothesising, critiquing, Experimenting,
judging, testing, Detecting, Monitoring
Analysing - Comparing, organising, deconstructing, Attributing,
outlining, finding, structuring, integrating
Applying - Implementing, carrying out, using, executing
Understanding - Interpreting, Summarising, inferring, paraphrasing,
classifying, comparing, explaining, exemplifying
Remembering - Recognising, listing, describing, identifying, retrieving,
naming, locating, finding
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Any questions about the
syllabus or the course?
If you think of one later, or find
mistakes, please e-mail me at
Mark_Mortensen@uml.edu.
Mortensen Consulting Group
Today
1.
2.
3.
4.
5.
6.
7.
8.
Hello and introductions
Assignment of groups
Exercise on “What have you learned at UML?”
“Why Bother with Strategic Management?”
Review syllabus
Describe my philosophy of teaching this course
Go over Assignments #1 and #2 (Due Thursday)
Go over Assignment #3 (Due next week)
Mortensen Consulting Group
Assignment #1: Written report
on “Who are You?”
Due by: Thursday
Please e-mail to me at Mark_Mortensen@uml.edu, in Microsoft Word
(or RTF format), as an attachment:
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A picture of you
A few facts about you (make them interesting)
What you think you want to do in the future
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Assignment #2: Gather info on
your group’s assigned company
Due by: Thursday
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Each of you has been assigned a group, named for a company.
Gather some information about the company and be prepared to discuss it
within your group in class on Thursday.
 Name, when founded, where headquartered, public stock symbol
 Business model (How does it make its money?)
 Geographies in which it operates
 Revenue and stock price history
 Anything else that you think would be interesting to the class
Just gather and organize the information, bringing it to the next class.
Nothing to turn in.
During the next class, each group will create and give a short presentation
to the class on your company.
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Assignment #3: Written report on
Starbucks and Dunkin’ Donuts
Due by: Tuesday (next week)
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Each person visit both a Starbucks and a Dunkin’ Donuts retail store and
write a report.
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Describe and contrast the atmospheres, types of menu items, service quality,
and prices
 Describe and contrast the patrons and how they react to the above
 Talk to at least one person in the store about why they come there and relate
their opinions
 Describe your own experiences at each of them, from this and other visits.
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Visit the Starbucks and Dunkin’ Donuts web sites:
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Try to determine their target markets, mission statements, and anything else you
can glean about their strategies – write a paragraph or two on each
 Contrast the two web sites
 Contrast the apparent strategies of the two
 Discuss how the information on the web sites does or does not match the reality
in each case.
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A few informal pages should suffice – if it wants to be longer, OK.
Mortensen Consulting Group
Strategic Management – Spring 2013