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SYLLABUS

BUSINESS PLANNING AND STRATEGY


BADM 4001
(FALL Semester 2015)
THE AMERICAN UNIVERSITY IN CAIRO
School of Business
Department of Management

Instructor name: Dr. Iman Seoudi & Dr. Ayman Ismail


Office number: Jameel Hall Room 2068 &
Office hours:
Iman Seoudi: Thursday 3:30 5:00 PM or by appointment (use email
address below)
Ayman Ismail:
Telephone number: 2615 3317
e-mail address: iman.seoudi@aucegypt.edu
Course Prerequisites: Graduating senior
Course Schedule:
MGMT 4401(02) MR 11:30-12:50 SSE CP20
MGMT 4401(03) MR 2:00-3:20 SSE CP36
Vision of the School of Business
To be the leading knowledge hub with Arab regional relevance and global
influence.
Mission of the School of Business
The School of Business provides a stimulating learning environment that
develops entrepreneurial and responsible global leaders and
professionals.
Mission of the Department of Management
Our mission is to develop business leaders who are dedicated to the
betterment of society by providing a high quality business education to
top caliber students from all segments of Egyptian society as well as from
other countries while focusing on continuous improvement and a
commitment to excellence in learning, intellectual contributions and
service.
In support of this mission the department:
Provides a high quality contemporary-style business education that
blends a global perspective with national cultures and is relevant to the
business needs of Egypt and the region.
Provides programs that encourage the development of an
entrepreneurial spirit that emphasizes creativity, innovation, individual
initiative and teamwork
Provides a learning environment that fosters faculty/student
communication and promotes lifelong learning and career development
1

Encourages faculty development activities that improve teaching,


maintain competence and that keep faculty current with ideas and
concepts in their field.
Seeks to develop a portfolio of intellectual contributions to learning and
pedagogy, to practice, and to the theory and knowledge base of the
disciplines.

Course Overview and Learning Objectives


A capstone course, which integrates all business functions. Emphasis is on developing
business strategies, discussing different levels of strategies and developing business acumen.
Learning Objectives
A student who has successfully completed the course is expected to be able to:
Analyze the industry in which a company operates.
Analyze the internal strategic factors, and recognize the resource advantages, core
competencies and distinctive competence of a company.
Formulate competitive strategy for a company.
Understand financial statements, calculate and interpret key financial ratios.
Use the tools and techniques learnt in earlier courses in marketing, financial
management and operations management in an integrated fashion.
Understand the main theoretical approaches in strategic management, as well as their
limitations and critique.
Perform a full strategic audit of a company.
Play the role of a chief executive officer and make strategic decisions for a company
as well as functional decisions in R&D, marketing, production, finance and human
resources.
Think of business in a socially responsible and ethical manner.
Competency coverage
In addition to the specific objectives of the course, the material and activities have been
selected to aid students in their progress toward developing the following competencies:
Written and oral communication skills
Group work
Computer and internet usage
Business game simulation
Analysis of different types of information on companies, including financial statements.
Development of conclusions and formulation of strategies and decisions based on
analysis
Formulation of response to actions of competitor companies
Case analysis and presentation of recommendations
AUC School of Business is a Triple Crowned Business School

AUC School of Business is recognized as the top private business school in


Egypt, as well as being the first in the Arab region and third in Africa to
receive triple-crown accreditation from the European Quality Improvement
System1 (EQUIS), the Association of MBAs (AMBA) and the Association to
Advance Collegiate Schools of Business2 (AACSB). The school is among
less than 1 percent of the 14,000 business schools worldwide to achieve
triple-crown accreditation.
Coverage of Undergraduate Learning Goals
In addition to the specific objectives of the course, the material and activities have been selected to aid
students in their progress toward achieving the following departmental learning goals:
Learning Goal

1.
2.

3.

Communication: Each student will demonstrate


effective written and oral communication skills.
Readiness to the Market: Each student will
be able to apply his/her academic
education into a professional career.
Responsible Citizens: Each student
will demonstrate knowledge of the
purpose of business in society and act
on their personal values with
responsibility.

Level of Coverage

4
4

4.

Regional Awareness: Each student


will be able to distinguish regional
differences in the business community
with a special focus on the unique
Egyptian environment.

5.

Integrating Business Disciplines:


Each student will be able to describe
the functional areas of business as well
as the internal and external
environments and be able to integrate
this knowledge when assessing
business situations.

6.

Entrepreneurship: Each student will be


able to identify an entrepreneurial business
opportunity and will be aware of the importance
of entrepreneurship for economic development
and the development of a business plan.

1= not at all covered

2= covered to a limited extent

1 https://www.efmd.org/accreditation-main/equis/accredited-schools
2 http://www.aacsb.edu/en/accreditation/accredited-members/global-listing.aspx
3

3= covered to some extent

4=covered to a large extent

Teaching Method:
1
2
3
4
5

Lectures (minimal)
Case analysis, presentation and discussion.
Business game simulation, coaching the teams, following up on their progress and
decision making
Simulation demonstrations in class
Students presentations

Course Guidelines:
1

The extent to which you will learn in this class depends on your own initiative and your
taking responsibility for your learning.

It is very important that you read the assigned material before class. Most classes will
involve exercises and discussions that assume you are already familiar with the
chapter/article. Being properly prepared for class will maximize your benefit from the
exercises and enhance your class participation grade.

Class participation carries a high weight in the course grade and students will have to earn
these grades. Positive participation grades are earned through active contribution to class
discussion and not just for attending class.

Unacceptable and distracting behavior during class such as chatting with neighbors, use
of laptops, phones and other devices will result in negative participation grades.

Makeup exams are NOT given, except under exceptional circumstances.

Text and other reading materials

Wheelen, Thomas L. and Hunger, J. David. Strategic Management and Business Policy:
Globalization, Innovation & Sustainability. (Fourteenth Edition). New Jersey: Pearson
Prentice-Hall, 2015. (W&H)
The Capstone Team Member Guide (The Guide) can be found on the simulation
website.
Extra readings/cases provided by the instructor as well as readings in the Capstone
Simulation.

Grading System:

Class Participation
Assignments & Quizzes
Simulation Group Work
Simulation Presentation
Case Analysis& Presentation
Midterm Exam
Final Exam
Total

10%
10%
15%
10%
15%
15%
25%
100%

A =
A- =
B+ =
B =
B- =
C+ =
C =
C- =
D+ =
D =
F =

92%
88%
85%
80%
78%
75%
70%
68%
65%
60%
Less than 60%

Attendance
As stated in the university catalog, students are expected to attend class; there is no system
of permitted absences. Students may not normally receive credit for a course if more than
three weeks of classes (or their equivalent in summer school) are missed.
Students are also expected to be very punctual. However, there is a 10 minute grace period at
the beginning of class, after which no student is admitted to class regardless of the excuse.
IMPORTANT NOTE: Quizzes will take place in the first 10 minutes of class time. If you
come 10 minutes late, you will be allowed to attend class but you will lose your quiz grade.
For a complete explanation of AUCs attendance policy, please refer to the university
Catalog.
Participation
Grade
A
B
C
D
F

Description
Makes frequent and significant contributions to class discussions. Enriches class
debates with well-thought insights that go beyond assigned material and
contributes to peers learning.
Occasional participation in class discussions. Answers questions when asked.
Attends class but does not actively participate in class activities and discussions.
Or is absent but presents a valid medical excuse the following class.
Absent without presenting a valid medical excuse the following class.
Displays distracting or disruptive behavior in class, such as insisting on coming in
to class after the 10-minute grace period; chatting; using laptop; sending and
receiving text messages or taking phone calls.

The University Academic Integrity Policy


All students are expected to agree to and comply with the University Academic Integrity
Policy which states
Valuing the concepts of academic integrity and independent effort, the
American University in Cairo expects from its students the highest standards
of scholarly conduct. The University community asserts that the reputation of
the institution depends on the integrity of both faculty and students in their

academic pursuits and that it is their joint responsibility to promote an


atmosphere conducive to such standards.

Detailed information about the University Academic Integrity Policy may be found in
the University Catalog and on the University Web site. Schedule and Topics
Class

Date

Class
1
IS

R
3
Sept

Class
2
IS

7
Sept

Class
3

IS
10
Sept

Class
4
IS

14
Sept

Topic, Reading Assignments, Homework & Due Dates


Introduction to the Course
Syllabus & topics
Formation of Simulation Groups & Case Analysis Groups
Introduction on CAPSTONE Simulation: The Sensors Industry
Homework
Register on Capstone
Fill out the situation analysis parts for next class topics (perceptual map;
ideal spots; demand analysis; consumer report)
READ for next class
Strategy Topic:
Strategy Formulation
Simulation Topic
Situation Analysis
- Perceptual map & ideal spots
- Demand analysis
- Consumer report
Readings
The Guide ch.9 Situation Analysis p.21
The Guide ch.2 Industry Conditions p.3-5
The Guide ch.3 The customer survey score p.5-8
Homework
Go through Rehearsal Tutorial & Quiz for R&D and INP R&D
READ for next class
Strategy Topic:
Functional Strategy R&D strategy & tactics
Simulation Topic
Managing Your Company: R&D Decision
Readings
The Guide ch.4 Managing your company: R&D tactics section 4.1 p.9-11
Homework
Go through Rehearsal Tutorial & Quiz for Marketing
READ for next class
Strategy Topic:
Functional Strategy Marketing strategy & tactics
Simulation Topic
Managing Your Company: Marketing Decision
Readings
The Guide ch.4 Managing your company: Marketing tactics section 4.2
p.11-13
Homework
Fill out situational analysis; part on capacity analysis
Go through Rehearsal Tutorial & Quiz for Production schedules;
Production equipment; INP Production
READ for next class

Class
5

IS
17
Sept

Class
6
IS

21
Sept

R
24
Sept
Class
7
IS
M
28
Sept

Class
8
IS

1
Oct

Strategy Topic:
Functional Strategy Operations strategy & tactics
Simulation Topic
Managing Your Company: Production Decision
Readings
The Guide ch.4 Managing your company: Production section 4.3 p.13-14
Homework
Fill out situational analysis; part on margin analysis
READ for next class
Strategy Topic
Financial strategy & tactics
Simulation Topic
Managing Your Company: Finance Decision
Readings
The Guide ch.6 Proformas & Annual Reports p.19-20
Homework
Go through Rehearsal Tutorial & Quiz for Finance; INP Finance
Start Practice Round (1) Decision (R&D, MKT & PRD) Due Wednesday
30 Sept.
Assignment (1) Due Date Monday 28th September
READ for next class
Eid Al Adha Holiday 23-27 Sept
Strategy Topic
Financial strategy & tactics
Simulation Topic
Managing Your Company: Finance Decision
Due Date: Assignment (1) Due Monday 28 September in class
Readings
The Guide ch.4 Managing your company: Finance section 4.4 p.15-17
Homework
Readings for next class
Finish Practice Round (1) Decision (R&D, MKT & PRD) Due Date
Wednesday 30 Sept 6:00 PM
Strategy Topic
Business Strategy Competitive Strategy
Simulation Topic
Setting Your Companys Strategy
Six Basic Competitive Strategies
Practice Round (1) Debrief
Readings:
The Guide ch.12 Six Basic Strategies p.24
Video
Homework
Strategic Plan for your company
Practice Round (2) decision (Due Date Sunday 4 October 6:00 PM)

Class
9
IS
M

5
Oct

Class
10
IS
R
8
Oct

Class
11
AI

M
12
Oct

Strategy Topic
Forecasting Revisited
Simulation Topic
Forecasting Sales per segment
Competitor Analysis
Scenarios & proformas
Practice Round (2) Debrief
Due Date: Strategic Plan for your company Due Monday 5 Oct in class
Readings
The Guide ch.10 Forecasting p.22-23
Homework
READ for next class
Practice Round (3) decision (Due Date Wednesday 7 October 6:00 PM)
Assignment (2) Due date Monday 12th October
Strategy Topic
Operations Strategy; Human Resources Strategy
Simulation Topic
Human resources decision
Total Quality Management (TQM decision)
Practice Round (3) Feedback
Readings
The Guide ch.7 Additional Modules p.20
Homework
Go through Rehearsal Tutorial & Quiz for HR & TQM
Go through Team M.A.T.E. video
READ for next class
Strategy Topic
The Strategic Management Process
Levels of Strategy
Simulation Topic
Applying the strategic management process on simulation decisionmaking
Due Date: Assignment (2) Due Monday 12th October in class
Readings:
W&H: ch.1: Basic Concepts in Strategic Management & Corporate Governance
Section 1. The strategic management process

**CAPSTONE Round 1 Decision due Monday 12th October 8:00 PM**


R
15
Oct
Class
12
AI

M
19
Oct

Islamic New Year Holiday No class


Strategy Topic
External Environment Scanning
General Environmental Forces Analysis: PESTEL
Industry Analysis: Porters Five Forces Model
Readings
W&H Ch 4: Environmental Scanning and Industry Analysis (whole
chapter)

Homework
READ & Prepare Ryanair A questions
Prepare for Midterm Exam
**CAPSTONE Round 2 Decision due Monday 19 October 8:00 PM**
Class
13
AI

Strategy Topic
Case 1
Market Entry Strategy
Competitor Response Analysis

Due Date:

22
Oct

Class
14
AI

M
26
Oct

Case 1: Ryanair A - Case Presentation and Discussion


Readings:
Ivey Case: Ryanair A
Homework
READ for next class
Prepare for Midterm Exam
Strategy Topic:
Internal Environment Scanning
Value Chain Analysis
Resource-based Strategy and core competencies (VRIO)
Readings:
W&H Ch 5: Internal Scanning: Organizational Analysis (whole chapter)
Homework
READ for next class
Prepare for Midterm Exam

**CAPSTONE Round 3 Decision due Monday 26th October 8:00 PM**


Class
15

AI
29
Oct

Class
16

IS

2
Nov

Strategy Topic:
Strategy Formulation
Situational Analysis
Competitive Strategy
Readings:
W&H Ch 6 Situation Analysis & Business Strategy (whole Chapter)
Homework
Read Case 2: Galanz
Strategy Topic
Corporate strategy
Financial strategy
Company performance indicators
Simulation Topic
Financial structure
Financial ratios
Corporate strategy
Evaluating company performance
Readings
Online Guide Financial structure and ratios
Homework
Mid-simulation progress report

10

Self & peer assessment on Team M.A.T.E.

**CAPSTONE Round 4 Decision due Monday 2nd November 8:00 PM**


Exam
1

T
3
Nov

Class
17
IS

5
Nov

Class
18
AI

M
9
Nov

Tuesday 3rd November 3:00 6:00 PM


**Midterm Exam**
Material Covered: Class 1 - 13
Strategy Topic
Corporate Strategy &KPIs (key performance indicators)
Evaluating company performance
Simulation Topics
Capstone Success measures
Balanced score card (BSC)
Analyst report
Due Date:
Mid-Simulation Progress Report
Self & peer assessment
Homework
Read and prepare questions for Galanz
Strategy Topic
Case 2
Organizational Capabilities
Building Sustainable Competitive Advantage
Cost Leadership Competitive Strategy
Operations Strategy
Due Date: Case 2: Galanz - Case Presentation and Discussion
Readings:
Ivey Case: Operations Strategy at Galanz
Homework
READ and prepare questions for Honda A

**CAPSTONE Round 5 Decision due Monday 9th November 8:00 PM**


Class
19
AI

R
12
Nov

Class
20

AI

16
Nov

Strategy Topic
Case 3
Market Entry Strategy
Building Sustainable Competitive Advantage
Cost Leadership Competitive Strategy
Integrating Functional Strategies
Aligning Functional Strategy with Business Strategy
Due Date: Case 3: Honda A - Case Presentation and Discussion
Readings:
Harvard Business Case: Honda A
Homework
Read and prepare questions for Honda B
Strategy Topic
Case 4
Emergent vs Deliberate Strategy
Strategy as a Learning Process
Inventor vs Entrepreneur

11

Integrating Functional Strategies


Aligning Functional Strategy with Business Strategy
Due Date: Case 4: Honda B - Case Presentation and Discussion
Readings:
Harvard Business Case: Honda B
Homework
Read and prepare questions for Rynair C case
**CAPSTONE Round 6 Decision due Monday 16th November 8:00 PM**
Class
21
AI

R
19
Nov

Strategy Topic
Case 5
Strategy as a Learning Process
Integrating Functional Strategies
Aligning Functional Strategy with Business Strategy
Cost Focus Competitive Strategy
Due Date: Case 5: Ryanair C - Case Presentation and Discussion
Readings:

Harvard Case: Ryanair C


Homework
Read and prepare questions for Hyundai-Kia case
Class
22
AI

M
23
Nov

Strategy Topic
Case 6
Mergers & Acquisitions
Picking the right Acquisition Target
Post Acquisition Integration
Due Date: Case 6: Hyundai Acquisition of Kia - Case Presentation and
Discussion
Readings:

Ivey Case: Hyundai Acquisition of Kia Motors


Homework
Nothing for a change!!

**CAPSTONE Round 7 Decision due Monday 23rd November 8:00 PM**


R
26
Nov
Class
23
AI

M
30
Nov

Thanksgiving Holiday no class


TBA

**CAPSTONE Round 8 Decision due Monday 30th November 8:00 PM**


Class
24
AI

R
3
Dec

Strategy Topic
CAPSTONE Simulation Revisited: Model vs Reality
Simulation Topic
Announcing ***CAPSTONE WINNER***
Homework
Prepare Final Presentation

12

Study for Final Exam


Class
25
IS

TBA

7
Dec

Class
26

R
10
Dec

Simulation Presentations

Class
27

M
14
Dec

Simulation Presentations
Final Exam on Study Day (Wednesday 16th December) 2:00 6:00 PM

13