As part of their study curriculum, during the fourth and last semester our second-year students carry out a three-month consulting project for a client company or organization in the tourism sector. Students work in teams of four to six international Master students and faculty members act as tutors. Students are expected to base their work and recommendations to the client organisation on sound research, using the methodologies learned. The field project represents therefore an important chance to apply their theoretical knowledge and skills in economics, management, and communication acquired throughout the Master’s programme to real strategic issues in a professional environment.
The tutors provide guidance to the students on managing their contacts with the client company, developing the project, and preparing the final report and presentation to the company. The tutor evaluates the project based on the quality of the final report, client satisfaction, and team collaboration.
Examples of projects include a market or competitive analysis, product positioning, marketing strategy, and customer satisfaction study.
This course focuses on business strategy, examining issues central to long and short-term competitive position. We will explore a variety of conceptual frameworks and models to analyse and gain insight into how to achieve or sustain competitive advantage. This journey starts by analysing the impact of the internal context (resources and capabilities) on firm performance and subsequently analysing the external environment influence on a firm´s performance. After covering both the external and internal perspectives, we bring these concepts together to discuss firm level competitive advantage. This first part of the course focuses on single business or business unit strategy and will take up the first ten weeks. The final weeks explore corporate or multi-business strategy and international strategy.
Some of the central questions for the course are:
For each of the topics covered, you will get an overview of the current thinking and practice in the application of the concepts. By the end of the course you will be able to assess and successfully analyse ill-structured strategic problems by selecting and effectively applying the appropriate tools and frameworks. The class uses a variety of teaching methods including lecturing, videos, group works, games and presentations.
Grant, R. (2010). Contemporary Strategy Analysis. Chichester: John Wiley.
Further materials will be distributed when needed.