UCL School of Management

Module Fact Sheet

MSIN0020: Strategy by Design


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This is a past version of this module for MSIN0020 18/19.
Click here for the current version.
Taught by
2nd year BSc/MSci Management Science
Delivery method
2-hour lecture (8 weeks) and 2-hour seminar (8 weeks)
70% individual coursework, 10% individual coursework, 20% Group Presentations
Previous Module Code

Course overview

Strategic management consists of managerial actions intended to affect business outcomes. This module provides an overview of major approaches to strategic management and an introduction to the use of design thinking and design theory as tools in the practice of strategy.

During the module, students will explore classic strategic management approaches and examine how design thinking supplements some of the limitations of classic strategic management in dealing with uncertain, new, or rapidly changing environments.

Learning outcomes

Upon successful completion of the module, students will be able to:

  • Apply strategic frameworks to analyse a business problem.
  • Understand when, why, and how to apply design thinking to strategic analysis.
  • Know how to approach the problem of goal identification
  • Understand the distinction between external and internal constraints/resources when developing strategy.
  • Understand the challenges of implementing strategic change.  

Topics covered

Topics covered include:

  • External and internal analysis,
  • Design thinking and design theory,
  • Strategic implications of organizational design,
  • Goal identification,
  • Iterative and experimental approaches to strategy design,
  • Strategy when resources and constraints are unknown,
  • Strategy implementation.  

Assessment summary

70% individual coursework, 10% individual coursework, 20% Group Presentations (two 15 minute videos with supporting material) 

Current students should refer to Moodle for specific details of the current year’s assessment.

Past versions of this module

MSIN0020 18/19

MSIN201P 17/18


Last updated Friday, 27 September 2019