MSING015: Business Strategy

Course Leader: Soong Moon Kang


The purpose of this course is to introduce fundamental concepts business strategy for general managers. A general manager needs to understand the basis (inside and outside the firm) for the firm’s current performance and those changes that are most likely to affect its future performance. The manager must then develop a strategy to compete successfully in the global environment. Specifically, the course will cover topics such as:

  • strategy identification and evaluation
  •  analysis of industry and its competitive structure
  •  creating and sustaining competitive advantage
  •  managing network effects
  •  dynamic strategy in the global context
  •  corporate strategy


By the end of this course students should be able to:

  •  understand the key tools and concepts to analyse strategic challenges and opportunities of a firm
  •  recognise sources of, and ways of sustaining, competitive advantage
  •  develop a general management perspective that integrates concepts across      functional areas