SUBJECT OUTLINE

21919 Business Models and Strategic Planning

Course area UTS: Business
Delivery Spring 2017; City
Credit points 6cp
Result type Grade and marks

Subject coordinator
Dr. Charles Okumu

CB08.05.039

x3704

Charles.Okumu@uts.edu.au

Teaching staff
Subject Coordinator:

Dr. Charles Okumu

Subject description
To realise growth objectives firms often have to fundamentally change how they engage with customers. Business
model innovation is about creating or re-thinking a business around a clear yet not always obvious customer need and
aligning company resources, processes and revenue streams with this new value proposition.The aim of this subject is
to provide students with the knowledge and skills required for examining, designing, testing, improving and
re-designing business models. Students gain an understanding of the strategic analysis, planning and
decision-making processes that are underlying the generation and invention of value generating activities as they
apply to corporate and entrepreneurial organisations.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Explain the importance of elements of a business model and business value proposition and their strategic
implications

2. Use creative and analytical techniques to make and justify strategic decisions
3. Apply processes and methods of value creation, business modeling and strategic planning

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:
Formulate creative and innovative solutions to complex management issues (2.2)
interact effectively with others in order to work towards a common outcome (3.3)

Contribution to the development of graduate attributes

The subject contributes to the Master of Management by providing students with experience in business modeling,
value creation and strategic planning. It introduces students to the issues and methodology of allocating resources and
making decisions amongst competing alternatives. The subject integrates critical and analytical thinking with creative
problem solving skills. Contextualizing organizational and strategic tensions with a creative yet systematic approach to
business innovation increases the effectiveness of strategic practices in organizations. The subject contributes to
developing responsiveness and improvisation capabilities that are required for operating businesses in dynamic and
complex market environments.

This subject contributes to the development of the following graduate attributes:

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This subject contributes to the development of the following graduate attributes:
Critical thinking, creativity and analytical skills
Communication and interpersonal skills

Teaching and learning strategies

Teaching and learning strategies:

The teaching and learning strategies used in this subject promote critical thinking, creative, analytical, communication
and interpersonal skills. These strategies have been designed to enable students to make progress in their
achievement and maximize their accomplishment of the learning outcomes. The strategies are summarized as follows:

Pre-class learning: Students are expected to read relevant chapters from the recommended textbooks and watch
videos in preparation for weekly lectures and tutorials and apply this learning in class. Students are encouraged to
come to class prepared to actively participate in that weeks discussions.

Lectures: Students are encouraged to attend and actively engage in all lectures. Lectures utilize various interactive
tools to introduce and describe key concepts. They include but are not limited to; videos, and case study discussions.
The lecture topics will be complemented by students pre-learning and opportunities for collaborative student
discussion will be availed so that students can share their reflections on the key insights from both the lectures and
pre-work completed.

Tutorials: Tutorials will be used to provide an opportunity for students to extend and apply the learning gained in each
weeks lecture. This is achieved through interactive learning experiences including discussion and feedback on
pre-class learning materials, in-class case studies, exercises and presentations. Importantly, students are expected to
come to tutorials prepared and having completed the pre-class readings and attended the weekly lecture. This way,
students can actively participate in the learning process. Also, in-class feedback will be provided on individual and
group assessment tasks from the second week.

UTS Online: This subject will use UTSOnline to share various learning resources including the subject outline, weekly
program, pre-class learning materials and tasks, lecture slides, tutorial exercises, assignment briefs, announcements
and any supplementary information. It is the students responsibility to actively learn and check UTSOnline regularly.

Content (topics)
Business model analysis and design
Scenario based approaches to strategy
Corporate vs. entrepreneurial strategy
Customer/user-centric vs. technology driven value creation
Competitive dynamics and intelligence
Blue ocean thinking
Design thinking
Value creation and value proposition
Customer segments and channels
Digital Disruption
Resource picking, resource allocation, costs and capital budgeting
Revenue models
Partners

Program
Week/Session Dates Description

1 24 July Preparation

There are no face to face classes in Week 1.

Please see UTSOnline for your preparatory tasks to be completed in advance of our
first face to face class in Week 2.

Notes:

Tutorials will commence in week 2

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 2 31 July Subject introduction

Understanding Business Models and Strategy

Execution vs. Search

In preparation for the lecture read BMC Osterwalder Chapter 1

Notes:

Tutorial 1: Introductions, groups formation and case study selection

3 07 Aug Business Model Patterns:

In prepration for both the lecture and tutorial, read BMC Osterwalder Chapter 2

Notes:

Tutorial 2: Exercise Patterns for well known Businesses

4 14 Aug Business Model Analysis 1 - VALUE

In preparation for lecture and tutorial, please read:

Mazaira, A., Gonzlez, E. and Avendao, R. (2003) The role of market orientation on
company performance through the development of sustainable competitive
advantage: The InditexZara case, Marketing Intelligence & Planning, 21(4), pp.
220229 - BMC (This articles is avaible on UTSOnline)

Notes:

Tutorial 3: Zara BMC Students work to develop Zara BMC

5 21 Aug Business Model Analysis II - Efficiency

In preparaton for lecture and tutorial, please read:

Basker, E, 2007, The causes and consequences of Wal Mart's growth, The Journal
of Economic Perspectives 21 (3), 177-198 (This article is available on UTSOnline)

Notes:

Tutorial 4: Wal Mart Canvass

6 28 Sep Value Proposition Design

In preparation for the lecture and tutorial, please read:

VPC Chapter 1.1 -1.3. 2007, 2.

It's all McChange at McDonald's: Strategic Direction vol 23 (11) p5-8

Notes:

Tutorial 5: Idea generating exercise based on p.81 of the Osterwalder VPC

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 7 04 Sep Designing Value Propositions 1

In preparation for lecture please read:

VPC Ch 2.1 -2.3, 2.

Bucolo, Matthew 2001 "Design Led Innovation"

Notes:

Assessment 1B: Presentation Practise

StuVac 11 Sep No Class

Notes:

Assessment 1A Report Due: Online submission only

8 18 Sep Designing Value Propositions 2 (Blue Ocean Strategy)

In preparation for the lecture please read:

Kim and Muaborgne 2005, "Blue Ocean Strategy ' Chapters 1 + 2

Notes:

Tutorials - Group Presentations Marked Individualy

After presentation: Blue Ocean Strategy

9 25 Sep Testing Value Proposition

In preparation for lecture and tutorial, please read:

VPC Chapter 3.1 -3.4

Blank 2013 "Why the Lean Start up changes everything

Notes:

Final Group Presentations

After presentstions: Test Card

10 02 Oct Business Models Generation Revisited

In prepration for lecture and tutorial please read:

Bono, E. 1986 "Ideas about thinking;" Journal of Production Management, Vl 3 iss.1

p 57-62 (Available on UTSOnline)

Notes:

Tutorial 7: 6 Harts Activity

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 11 09 Oct Subject Revisions

In preparatio for the lecture please read:

VPC Chapter 4 + 5

Alibaba Annual report (Tao bao)

Notes:

Tutorial 8: a "speed date" pitching session

Q&A on Assessment 2

12 16 Oct Subject revisions

Notes:

Q&A on Assessment 2

Assessment 2 Due next week 23/10/2017

Assessment
The Management Discipline Group has the following policy regarding the late submission of assessments WITHOUT
an approved extension:

Late assignments submitted without an extension will accrue a penalty of 10% per day, based on the total value of the
assignment. For example, if an assignment is worth 40%, the late penalty will result in a deduction of 4 marks per day
the assignment is late. Marks will be deducted as full points off the awarded mark. Late penalties are applied up to a
maximum of five (5) days after the due date (i.e. the maximum late penalty is 50%). Assignments submitted more than
5 days late will receive a mark of zero (0).

Assessment task 1: Project and Presentation (Group)

Objective(s): This addresses subject learning objective(s):

1 and 3

This addresses program learning objectives(s):

3.3

Weight: 45%

Task: The project report wll be delivered and marked as a group project at 15%. The presentations arising
from the group report will be individually assessed at 30%.

Length: 1500 Words (+- 10%) for Group Report (Part A). Details of both Part A and Part B found in
assessment 1 brief available via UTS Online

Due: Monday 11 September 2017

Group report to be Submitted Online. NO hard copies required
See also Further information.

Further A detailed assessment brief will be made available via UTS Online.
information:

Assessment task 2: Project (Individual)

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 Objective(s): This addresses subject learning objective(s):

2 and 3

This addresses program learning objectives(s):

2.2

Weight: 55%

Task: Business Model Design/Innovation: Business Model Report/Plan, which will address the key
features and justification for your business model choices.

Length: 3000 (+-10%). This number of words does not include references, tables and graphs

Due: Monday 23 October 2017

Submission Online Only. NO hardcopies required
See also Further information.

Further A detailed assessment brief will be made available via UTS Online.
information:

Use of plagiarism detection software

This subject makes use of Turnitin software provided through UTSOnline.

Moderation of marks
The subject coordinator reserves the right to moderate student marks at the end of semester to account for variations
in marking standards between different tutors.

Minimum requirements
Students must achieve at least 50% of the subjects total marks.

Required texts
Osterwalder, A., Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and
Challengers. John Wiley & Sons

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value Proposition Design: How to Create Products and
Services Customers Want. John Wiley & Sons.

Note: Both texts are available as e-readings via the UTS Library Subject Reading List.

Recommended texts
Guide to Writing Assignments, UTS Business School, University of Technology, Sydney.

References
Clegg, S., Carter, C., Kornberger, M., Schweitzer, J. (2011). Strategy: Theory & Practice, Sage Publications, London

Fleisher, C.S. and Bensoussan, B.E. (2015) Business and Competitive Analysis; effective application of new and
classic methods 2nd Edition Pearson Education Inc. FT Press Upper Saddle River New Jersey NY. USA.

Teece, D. (2010). Business Models, Business Strategy and Innovation. Elsevier Long Range Planning 43 172-194.

Bishop, P., Hines, A., Collins, T. (2007): The Current State of Scenario Development: An Overview of Techniques. In:
Foresight, 9(1): 5-25.

Ghobadian, A., et al. (2008): Formal strategic planning, operating environment, size, sector and performance. In:
Journal of General Management, 34(2): 1-20.5. Rigby, D., and Bilodeau, B. (2007): Selecting management tools
wisely. In: Harvard Business Review, 85(12):20-22.

Whittington, R., and Cailluet, L. (2008): The Crafts of Strategy. In: Long Range Planning, 41: 241-247.

Academic liaison officer

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Academic liaison officer
Dr Peter Lam, Accounting Discipline Group, telephone 9514 3926
Mr Harry Tse, Economics Discipline Group, telephone 9514 7786 or 9514 5456
Associate Professor Jianxin Wang, Finance Discipline Group, telephone 9514 9744
Dr Paul Wang, Marketing Discipline Group, telephone 9514 3692
Associate Professor Carmel Foley, Management Discipline Group, telephone 9514 5102

Any arrangements should be negotiated within the first six weeks of session.

Support
Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services
to support different aspects of your life and learning at UTS. These services include counselling for personal and
learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason,
telephone +61 2 9514 1177 (City campus).

Students with disabilities or ongoing medical conditions: If you are a student who has a disability or ongoing
medical condition that requires support services you are encouraged to contact the accessibility consultants or
Accesssibility Service (telephone +61 2 9514 1177) for a confidential interview. Supporting documentation regarding
your disability or ongoing medical condition is required if you wish to apply for assessment adjustments, including
alternative assessment conditions. Each faculty has appointed academic liaison officers (ALOs) who are responsible
for approving assessment adjustments. Meeting with the accessibility consultants or Accessibility Service before
seeking assessment adjustments from your ALO is required.

Improve your academic and English language skills: Marks for all assessment tasks such as assignments and
examinations are given not only for what you write but also for how you write. If you would like the opportunity to
improve your academic and English language skills, make an appointment with the HELPS (Higher Education
Language and Presentation Support) service in Student Services.

HELPS (Higher Education Language and Presentation Support): HELPS provides assistance with English
language proficiency and academic language. Students who need to develop their written and/or spoken English
should make use of the free services offered by HELPS, including academic language workshops, vacation intensive
courses, drop-in consultations, individual appointments and Conversations@UTS. HELPS is located in Student
Services, Building 1 Level 5 Room 25 (CB01.05.25).

Study skills / learning support: If you are experiencing difficulty with your studies or need to develop the necessary
study skills you require for your course, there is a host of useful information and websites to help you on the UTS
Business School, Study and Assessment Resource website. Links on how to write better, study more effectively,
available support services/staff to help, how to complete assignments; as well as tips for successful study and online
study skills resources can all be accessed.

Special consideration: Special consideration consists of the exercise of academic discretion to provide equitable
treatment to students whose performance in an assessment item is affected by illness, misadventure or work-related
circumstances. You should only apply for special consideration when your performance in an assessment item,
including examinations, has been affected by extenuating or special circumstances beyond your control. Special
consideration is not automatically guaranteed and may not result in a mark adjustment

Careers Service: The UTS Careers Service aims to actively support the career development needs of all UTS
students.

Statement about assessment procedures and advice

Assessment of coursework subjects

All staff and students involved in the assessment of coursework subjects at UTS are subject to the Policy for the
Assessment of Coursework Subjects. The policy is applicable to the assessment of all coursework subjects. This
policy does not apply to thesis subjects that are taken by students enrolled in research degrees, but does apply to any
coursework subjects undertaken by research degree students. It does not describe policy that relates to academic
progression through a course of study.

The policy should be read in conjunction with the Procedures for the Assessment of Coursework Subjects.

Statement on copyright

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Australian copyright law allows you as a student or researcher to copy and use limited amounts of other people's
material in your study or research without their permission and free of charge.

This applies to any sort of published or unpublished work, and includes written material, tables and compilations,
designs, drawings (including maps and plans), paintings, photographs, sculpture, craft work, films (such as feature
films, television programs, commercials and computer video games), software (such as computer programs and
databases), sound recordings, performances and broadcasts (including podcasts and vodcasts of these) and text,
including books, journals, websites, emails and other electronic messages.

It is important to remember that you can only use a limited amount for your study or research purposes and that
you need to correctly acknowledge the author and reference their material when you use it in your work.

Incorrect or improper use of copyright protected material could result in breaking Australian copyright law, for which
significant penalties apply. Incorrect or improper use of copyright protected material at UTS would result in
consideration under the UTS Student Misconduct rules.

UTS Rules and the UTS Student Charter require that students familiarise themselves and comply with UTS student
policies and procedures. Students should also see the copyright information advising what you can copy and how
much you can use.

Copyright notice concerning teaching materials

Please remember that teaching materials and resources provided to you at UTS are protected by copyright. You are
not permitted to re-use those for commercial purposes without permission of the copyright owner. Improper or illegal
use of teaching materials may lead to prosecution for copyright infringement. For further information see copyright for
students and researchers .

Statement on plagiarism
At UTS, plagiarism is defined in rule 16.2.1(4) as: 'taking and using someone else's ideas or manner of expressing
them and passing them off as his or her own by failing to give appropriate acknowledgement of the source to seek to
gain an advantage by unfair means'.

The definition infers that if a source is appropriately referenced, the student's work will meet the required academic
standard.

Plagiarism is a literary or an intellectual theft and is unacceptable both academically and professionally. It can take a
number of forms including but not limited to:
copying any section, no matter how brief, from a book, journal, article or other written source without duly
acknowledging the source
copying any map, diagram or table of figures without duly acknowledging the source
paraphrasing or otherwise using the ideas of another author without duly acknowledging the source.

Other breaches of academic integrity that constitute cheating include but are not limited to:
copying from another student, recycling another student's work, recycling previously submitted work, and working
with another student in the same cohort in a manner that exceeds the boundaries of legitimate cooperation
purchasing an assignment from a website and submitting it as original work
a student requesting or paying someone else to write original work for them, such as an assignment, essay or
computer program, and submitting it as their own work.

Students who condone plagiarism and other breaches of academic integrity by allowing their work to be copied are
also subjected to severe disciplinary action.

Where proven, plagiarism and other breaches of academic integrity are penalised in accordance with UTS Student
Rules Section 16 Student misconduct and appeals.

Avoiding plagiarism is one of the main reasons why the UTS Business School is insistent on the thorough and
appropriate referencing of all written work. Students may seek assistance regarding appropriate referencing through
UTS: HELPS.

Students must be aware of the principles of good academic practice when undertaking any studies at UTS. These
principles apply to:
all written reports, assignments, projects, journals and related papers

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 any examinations, and
any other accessible items required to complete a course.

Statement on UTS email account

Email from the University to a student will only be sent to the student's UTS email address. Email sent from a student
to the University must be sent from the student's UTS email address. University staff will not respond to email from
any other email accounts for currently enrolled students.

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