Setting Strategic Direction

Interpersonal Skills and Self-Improvement

Project Management

Unit Code
Level 7
Distance Learning
Class Room
Unit Code
Level 7
Distance Learning Fee
Face to Face Fee
Accelerate your career with London Institute of Business & Technology's flexible executive pathway programmes today!
Total Fee £1600

£2360 (£1600 during the tuition waiver period)

Please see the Tuition Fee section to see if you are eligible for a scholarship.
Course Overview

The course will explore the strategic aims and objectives of an organisation and their significance in setting direction, and identifying success and progress for the organisation. The course will also explore where different strategic options may lead the organisation to change its direction.

Course Content

Introduction to the module

Mastering Strategy: Art and Science

  • What are strategic management and strategy?
  • Defining Strategic Management and Strategy
  • Intended, Emergent, and Realized Strategies
  • The History of Strategic Management
  • Understanding the Strategic Management Process

Leading Strategically

  • Leading Strategically
  • Vision, Mission, and Goals
  • Assessing Organizational Performance
  • The CEO as Celebrity
  • Entrepreneurial Orientation

Evaluating the external environment

  • Evaluating the External Environment
  • The Relationship between an Organization and Its Environment
  • Evaluating the General Environment
  • Evaluating the Industry
  • Mapping Strategic Groups

Managing Firms Resources

  • What is resource-based theory, and why is it important to organizations?
  • Resource-Based Theory
  • Intellectual Property
  • Value Chain
  • Beyond Resource-Based Theory: Other Views on Firm Performance
  • SWOT Analysis

Selecting Business-Level Strategies

  • Selecting Business-Level Strategies
  • Understanding Business-Level Strategy through “Generic Strategies”
  • Cost Leadership
  • Differentiation
  • Focused Cost Leadership and Focused Differentiation
  • Best-Cost Strategy
  • Stuck in the Middle

Supporting the Business-Level Strategy: Competitive and Cooperative Moves

  • Supporting the Business-Level Strategy: Competitive and Cooperative Moves
  • Making Competitive Moves
  • Responding to Competitors’ Moves
  • Making Cooperative Moves

Competing in international markets

  • Competing in International Markets
  • Advantages and Disadvantages of Competing in International Markets
  • Drivers of Success and Failure When Competing in International Markets
  • Types of International Strategies
  • Options for Competing in International Markets

Selecting Corporate-Level Strategies

  • Selecting Corporate-Level Strategies
  • Concentration Strategies
  • Vertical Integration Strategies
  • Diversification Strategies
  • Strategies for Getting Smaller
  • Portfolio Planning and Corporate-Level Strategy

Executing Strategy through Organizational Design

  • Executing Strategy through Organizational Design
  • The Basic Building Blocks of Organizational Structure
  • Creating an Organizational Structure
  • Creating Organizational Control Systems
  • Legal Forms of Business

Leading an Ethical Organization: Coporate Governance, Coporate Ethics, and Social Responsibility

  • What are the key elements of effective corporate governance?
  • Boards of Directors
  • Corporate Ethics and Social Responsibility
  • Understanding Thought Patterns: A Key to Corporate Leadership?
Learning Outcome & Assessment Criteria

1.  Be able to review and determine the organisation's strategic aims and objectives

  1. Critically analyse the existing strategic aims and objectives of the organisation
  2. Undertake a critical evaluation of the components of current organisational strategy
  3. Critically analyse the factors affecting the strategic aims of organisational strategy over the short and medium term

2.  Be able to evaluate progress towards achieving organisational strategic aims and objectives

  1. Apply a range of diagnostic and analytical tools to audit and assess progress towards existing strategic aims and objective
  2. Take responsibility for and critically assess the expectations of all stakeholders and their influence upon future organisational strategy
  3. Critically analyse, interpret and produce an evaluation of the existing organisational strategic position and progress towards achieving the existing strategy

3.  Be able to determine and evaluate strategic options to support a new strategic position

  1. Critically evaluate and develop a range of alternative strategic options to meet organisational strategic aims, direction and objectives in the short and medium term
  2. Determine and justify the existing strategic option that can meet the revised strategic position
  • The assessment strategy for this course is designed to test all the learning outcomes.
  • Learners must demonstrate successful achievement of all learning outcomes to pass the course.
Assessment Marking Criteria


Citizens of the following countries are eligible for a 50% scholarship upon writing a personal statement. All scholarships are to be approved by the Academic Board. The list of countries are: Sri Lanka, Indonesia, Philippines, Bhutan, Morocco, Vietnam, Papua New Guinea, Laos, Cambodia, India, Nigeria, Ghana, Bangladesh, Laos, Myanmar, Pakistan, Nepal and South Africa. Please talk to your student counselor and ask for the Coupon Code to get the 50% Tuition Waiver.

  • The assessment criteria for a pass will be presented with the summative exercise.
  • Further information and guidance on the assessment will be made available through the tutor.
Unit Pass Requirements

To pass the unit a 40% overall grade must be achieved.

Frequently Asked Questions
What is included in the cost of my programme?
  • All course material, including online modules and written assignments
  • Unlimited personal tutor support with online sessions
  • Dedicated student support
  • Access to an online community learning forums
  • Assignment marking and feedback
Am I eligible for this programme?

You are eligible if you meet our stipulated entry requirements.

Standard ROUTE

Easy Monthly Payments


Access to LMS

Easy 12 instalments

Complete in 12 months

Unlimited tutor support

Requires submitting 1 assignment per month



Easy Monthly Payments


Access to LMS

Easy 6 instalments

Complete in 6 months

Priority support

Unlimited tutor support

Requires submitting 2 assignments per month

Start TrialEnrol




Access to LMS

No monthly payments

Complete at your own pace

Priority support

Unlimited tutor support

Dedicated counselor

No additional bank charges

Career guidance & advise

Start TrialEnrol
Download Brochure

The London Institute of Business and Technology holds an official registration with the Intellectual Property Office, bearing the Trademark Number UK00003896607.

UK Register of Learning Providers - Provider Reference Number (UKPRN): 10092833