Overview
The Strategic Management module at the University of Stirling’s Business School helps undergraduate management students understand the strategic challenges facing organisations across the private, public and not-for-profit sectors. Engaging approximately 350 students, the module combines business case analysis, industry insights and interactive workshops to develop strategic thinking and entrepreneurial capabilities. Through practical challenges and the critical evaluation of international companies, students learn to assess business models, identify opportunities for improvement and recommend strategies for sustainable growth.
Context and Rationale
Organisations operate in increasingly competitive and rapidly changing environments, requiring graduates who can move beyond theoretical knowledge to make informed strategic decisions. The ability to recognise market opportunities, understand competitive advantage and identify ways to create value is essential for both aspiring entrepreneurs and those pursuing careers within established organisations.
The Strategic Management module responds to these needs by helping students explore how businesses develop and sustain their competitive positions. Through the analysis of real-world companies, learners consider how organisations define their value propositions, use resources effectively and respond to changing market conditions.
By connecting strategic theory with practical business challenges, the module encourages students to develop an entrepreneurial mindset characterised by creativity, critical thinking and adaptability. These capabilities prepare graduates to contribute to organisational development, identify opportunities for innovation and make effective decisions in complex business environments.
The Learning Activity
The module combines weekly lectures, workshops, industry engagement and applied business analysis to connect strategic management theory with real-world practice.
A central element of the learning experience is the analysis of established companies, including IKEA. Students examine business models, assess their sustainability and competitive advantages, and consider how organisations might improve performance and increase revenue. These case studies encourage learners to evaluate strategic choices critically and identify opportunities for business development.
Guest speakers from local businesses bring additional perspectives into the classroom, sharing their experiences of developing business models, overcoming challenges and establishing new ventures. Question-and-answer sessions allow students to explore the practical realities of entrepreneurship and learn from industry experience.
During scenario-based workshops, students work with hypothetical business situations, using information about an organisation’s current position to develop strategic recommendations. They apply concepts introduced in lectures to assess potential revenue opportunities, identify problems and propose improvements.
The module also incorporates creative, hands-on activities to make abstract strategic concepts more accessible. In one challenge, students explore the VRIO framework—Value, Rarity, Imitability and Organisation—by competing to build the tallest and most durable tower using limited resources, such as paper, a rubber band and a paperclip. Teams must assess the resources available, develop a solution, test their designs and adapt their approach in response to the results. The exercise introduces strategic thinking through experimentation, resource management and collaborative problem-solving.
LEGO-based activities provide another opportunity for students to represent ideas physically and explore strategic concepts in relation to real company case studies. These exercises encourage creative thinking, discussion and collaboration while helping learners translate theoretical frameworks into practical applications.
The module culminates in an assessment requiring students to critically evaluate an international company. They identify strategic challenges and recommend solutions to improve organisational efficiency and revenue, drawing on the theories, analytical techniques and practical skills developed throughout the module.
Skills and Capabilities Developed
The module develops a broad range of entrepreneurial and professional capabilities that are valuable across industries.
Students strengthen strategic thinking and analytical skills by evaluating business models, assessing competitive environments and recommending improvements to organisational performance. Examining real-world companies also develops opportunity recognition and commercial awareness, helping learners understand how organisations create value and identify potential areas for growth.
The practical challenges encourage creativity, innovation and problem-solving. By working with limited resources, testing ideas and adapting their approaches, students learn to make decisions under constraints and respond constructively to unexpected challenges.
Collaborative workshops develop teamwork, communication and leadership as students share ideas, allocate responsibilities and work towards common objectives. Presenting recommendations, discussing alternative approaches and responding to feedback help build confidence, resilience and adaptability.
Together, these activities encourage students to apply strategic knowledge with an entrepreneurial perspective, preparing them to identify opportunities and contribute to innovation in a range of organisational settings.
Impact and Outcomes
The Strategic Management module supports students in developing a more practical understanding of how organisations operate, compete and grow. By combining company case studies with interactive exercises and applied assessment, it gives learners opportunities to practise making strategic recommendations rather than relying solely on theoretical analysis.
Industry engagement further strengthens the learning experience. Under the leadership of Programme Leader Dr Naja Yusof, masterclasses and collaborations with industry guests and major Scottish businesses provide students with opportunities to develop professional networks and gain insights into potential career pathways, including internships.
Student feedback highlights the value of connecting academic concepts with real business situations. One student reflected:
“This was because I was encouraged to continuously think of real-world cases and make strategic recommendations following thorough analysis. Rather than being simply theory-based, it allowed me to develop a more practical and strategic way of thinking.”
The module demonstrates how strategic management education can support entrepreneurial learning at scale, helping students develop the analytical, creative and collaborative capabilities needed to navigate complex business challenges and contribute to sustainable organisational growth.