MS70121E Competitive Strategy & Innovation L7 MSG Assessment AY25-26 | UEL

MS70121E Module overview

Strategic management decisions are the cornerstone of every organisation, be they private businesses, public sector organisations or not-for-profit charities. Faced with constant technological disruption, managers now must make decisions in an uncertain and complex environment. They must rapidly re-evaluate strategic priorities in order to remain competitive and profitable; it requires managers to be able to connect data to strategy.

Strategic analysis and predictive frameworks together with latest Artificial Intelligence (AI) tools enable managers to spot potential opportunities and threats and make better decisions faster. By making the right decision, integrating Environmental, Social, and Governance (ESG) considerations into strategic management and utilizing AI-driven insights, managers can drive both innovation and sustainability, positioning their company for long-term success.

This module aims to provide students with valuable knowledge and insights on competitive strategy for companies becoming more resilient in face of disruption, through developing their individual strengths in helping organisations become more agile and enabling them to grow into vehicles for innovation.

• Help companies become more competitive
• Drive innovation in organisations
• Create new business opportunities
• Explore the integration of ESG principles in strategic decision-making

On this Competitive Strategy and Innovation module you will develop an in-depth understanding of the latest concepts in strategy and innovation, with a focus on business growth and innovation.

Learn the knowledge and skills to develop and manage new products, services and business models utilizing innovation and gain the tools needed to drive strategy and innovation within an organisation. And further recognise the importance of sustainable practices and responsible innovation in achieving long-term competitive advantage.
This module inspires you to develop business strategies based on your organisation’s unique resources and position in the current market. The content will examine how your value proposition can offer a competitive advantage through continuous innovation and embedding ESG principles. You will learn about various models and frameworks that can be used to understand the current competitive position and inform your strategy. By the end of the course, you'll have designed a plan to nurture consistent innovation to create a sustainable competitive advantage.

Face-to-face classroom-based sessions: The following topics are analysed through participants’ discussion of real business cases and simulations:

• Introduction to innovation and its character, with respect to the mission and vision of the Stakeholders
• The scope and importance of strategic management models and the development of strategy in practice.
• Analysing the strategic capability of the organisation. Value chain, core competences and financial analysis.
• The basis of strategic choice. Generic strategy at the business unit level.
• Innovation, Enterprise Resources and Distinctive Capabilities
• Innovation, competition, and the blue ocean strategy
• Design Thinking for innovation systems
• Strategy evaluation and selection techniques
• Customer journey mapping and innovation in practice.

Independent learning includes time engaged with essential and further reading materials, revision, research activity, case study and assignment preparation and completion, critically reflection on own experience and advanced topics and applicability to real-world settings.

Please refer to your Course Handbook for a detailed outline of how this module forms part of the overall course.

Expectations

Specific expectations students can have of tutors:

• Constructive formative feedback on one assignment draft per assessment
• Lecture slides made available on blackboard prior to lecture
• Assessment marks and summative feedback given within fifteen working days from the assessment submission deadline

Specific expectations tutors will have of students:

• Attend all teaching and activity sessions and arrive punctually
• Behave professionally in classes and avoid disruption to class and other students
• Inform tutor via email beforehand when not able to attend any classes
• Participate and communicate professionally in class and with tutors
• Attempt all assessments by submission deadline and communicate with the tutor if there are any extenuating circumstances to explore extensions requests and/or mitigation claims

Preparing for your Assessment

A key part of your learning will be preparation for your summative assessment. You will be provided feedback on your formative assessments, and this will help you to better understand what is required of you when you submit your summative assessment. Please see below guidance on your formative assessment and how to access your feedback.

Innovations are crucial for a business organisation to sustain its position in the market. You are required to undertake a strategic analysis of a selected firm of your choice from any industry and discuss the innovative trends, strategy, organisational environment, and value creation in the context of your chosen firm.

The assessment for this module is a portfolio consisting of the following elements: 

E1 - Portfolio Element One: Group Presentation
E2 - Portfolio Element Two: Group Report
E3 - Portfolio Element Three: Individual Reflection

The portfolio assignment requires you to undertake a detailed strategic analysis covering the business model of a selected firm of your choice form any industry. You will carry out research to collect secondary information and use appropriate strategy tools to analyse both external environment and internal characteristics of the chosen firm as well as identify and analyse the main business model, key innovations and recommend strategic direction for future.
Students could utilize AI tools (like Generative AI platforms, Idea Generators, or AI-based market research tools) to identify trends, customer needs, or gaps in the market as well as performing a deep dive into the competitor’s strategy, strengths, and weaknesses. All work carried out with the help of AI tools should be clearly indicated in the assessment works produced.

You are required to attempt all elements to achieve an overall mark of at least 50% to pass the module. Your work must be submitted electronically via Turnitin according to a published schedule on blackboard. To achieve an overall pass, the weighted average must be 50% or more. That is overall mark: (E1 x 0.3) + (E2 x 0.6) + (E3 x 0.1) ≥ 50 percent

Assessment Support

4 Summative Assessments

Main objectives of the Assessment

This is a practice-based group project, where you will be part of a small group of not more than five participants.

Undertake a strategic analysis covering both macro and micro examination of a selected firm of your choice form any industry. You will carry out research to collect secondary information and use appropriate strategy tools to analyse both external environment and internal characteristics of the chosen firm as well as identify and analyse the main business models.

Based on your strategic analysis, identify a set of strategies for the firm for next five years. Aligning with the new strategies, you should also recommend new or modified business models to exploit opportunities within the context of innovation and technological disruption.

Requirements:

Your team is required to deliver a presentation of 10-15 slides on your findings for the task above. The in-class assessment includes a 15-minute main presentation plus 5 minutes for Q&A. All members of the team are expected to be present and to participate in the actual presentation

Assessment Criteria E1:

Learning Outcomes:

Employability Skills

This assessment covers the following employability skills, which you could demonstrate on your CV and at job interviews if you successfully pass the assessment:

• Research
• Critical thinking
• Can work under pressure and to deadline
• Planning and organisation skills
• Team working
• Ability to learn and adapt
• Digitally literate
• Creativity/lateral thinking
• Time management
• Project management
• Global/cultural awareness
• Integrity and accountability
• Decision making

Summative Assessment E2

Main objectives of the Assessment

This element of portfolio is an executive innovation strategy report highlighting your findings and recommendations on the element 1 task above. This is a practice-based group project, where you will be part of the same group as E1.

Your report should include recommendations for the chosen company to nurture consistent innovation to create a sustainable competitive advantage. Your report should also incorporate ESG considerations, making recommendations for how the chosen company can leverage ESG to sustain long-term growth and innovation.

Marking Scheme – E2

Learning Outcomes:

Employability Skills

This assessment covers the following employability skills, which you could demonstrate on your CV and at job interviews if you successfully pass the assessment:

• Written Communication
• Problem solving
• Critical thinking
• Can work under pressure and to deadline
• Planning and organisation skills
• Ability to learn and adapt
• Enterprising
• Industry/commercial aware
• Digitally literate
• Creativity/lateral thinking
• Time management
• Project management
• Intellectual curiosity
• Flexibility
• Perseverance
• Confidence
• Global/cultural awareness

Summative Assessment E3

Main objectives of the Assessment

Critically evaluate one’s effectiveness at collaboration and leadership; and identify areas for further development with respect to your experience of working in groups and overall experience gained on the module.

Requirements:

You are required to write a short self-reflection report of not more than 500 words to focus on the following main topics related to learning on this module:

Marking Scheme – E3

Employability Skills

This assessment covers the following employability skills, which you could demonstrate on your CV and at job interviews if you successfully pass the assessment:

• Problem solving
• Take initiative and self-motivating
• Can work under pressure and to deadline
• Planning and organisation skills
• Team working
• Time management
• Integrity and accountability
• Decision making

Learning Outcomes:

Maintaining Academic Honesty and Integrity

Academic Integrity means avoiding plagiarism and cheating and owning your own work, the unauthorised use of essay mills and AI content is also considered academic misconduct. This is when you submit a piece of work which is not completely your own, but which you are presenting as your own without acknowledging the author or properly referencing the original source. All your work must demonstrate Academic Integrity; it must be an honest and fair submission, complying with all the requirements of the assessment. Failure to meet these standards of behaviour and practice is academic misconduct, which can result in penalties being applied under the Academic Offences Regulations.

Meeting Deadlines

You should always try your best to submit your work on time. If your circumstances mean that you are not able to submit on time or are unable to attend an in-person assessment like an exam or in- class test, then you can request Exceptional circumstances for the assessment. An extension allows you to submit coursework up to 10 calendar days late without penalty, (calendar days include all weekends and bank holidays where the University is open). Without an extension, the maximum mark you will be able to get for that work will be the pass mark. Mitigation allows you a mitigated attempt without penalty if you fail an assessment or do not submit.

You can apply for an extension or mitigation by self-certifying that you have exceptional circumstances which affected your ability to undertake the assessment. Self-certifying means that evidence does not have to be provided, although the University reserves the right to request evidence. All self-certified requests must be made before the deadline and detail the exceptional circumstances that have prevented you from submitting by the original submission deadline. You can only self-certify three assessments per academic year. If you have used all your self- certification opportunities, or requested mitigation after the deadline, you will need to provide evidence of your exceptional circumstances for your request to be granted.

The Student Union Advice Service can provide support and guide you through the extension and mitigation process; you can access further information by visiting the UWLSU webpage.

Getting Support

There may be times when you experience circumstances outside of your control and talking to your Module Leader/Tutor and seeking help from other support services in the university will keep you on track with your studies. You can access support and guidance and confidential help at our Support for current students page and by vising the Student Hub. It is equally important to consider your safety and the safety of others around you, especially how to stay safe online and ensure your communications are secure and appropriate. You should also familiarise yourself with the University Safeguarding Policy, process, and procedure.

You can get support with your academic writing and study skills through 1 – 2- 1 appointments and workshops with the Study Support Team.

The Peer Mentoring Service gives you the opportunity to develop your skills and enhance your confidence; whether you would like to receive the support of a Peer Mentor or volunteer to be a Peer Mentor you can get involved!