Five core topics for BUSS4 Section B on 21 June 2012

Students can be forgiven for over-researching takeovers and mergers for Section A - an inevitable response given the nature of pre-release materials. However, it is important to remember that the Section B essay has exactly the same number of marks (40) as Section A. An essay of the same quality is required and it is important that students do it justice. Time management in particular is crucial - the Section B essay mustn’t be rushed.

Arguably, Section B can be harder for students because they are unlikely to have covered the remaining specification (i.e. everything other than M&A) to the same degree and their research evidence for Section B might feel a bit “thinner”!

Question-spotting is never to be recommended. However, for Section B, I do feel that students might usefully focus on a smaller number of core topics which can be relatively easily linked together in a logical chain of argument, and for which relevant research is readily available.

As I wrote our BUSS4 Revision Guide, I imagined that I was preparing for BUSS4 on 21 June 2012 and jotted down a list of five “core topics” which I would want to ensure I was ready to write about as I entered the exam hall.

With a choice of three Section B essays, I think I’d be reasonably confident that I could put a good essay together combining a reasonable understanding of these five topics, together with a decent sprinkling of research evidence and (more importantly) good essay writing technique.

Before listing the topics, I would emphasise the points made above about research evidence and technique.

An effective Section B essay is not about demonstrating to the examiner that you know all about leadership, emerging markets or change management. An effective essay answers the question that has been set, by providing a small number of well-developed points which together create a logical chain of argument. The use of research evidence to help explain the point, develop the analysis and then draw evaluative conclusions is key - not in-depth textbook style regurgitation of topic knowledge.

For Section B, just like Section A, it is a question of quality, not quantity.

So, imagine I’m getting ready to take BUSS4 on 21 June 2012. Which Section B topics might I focus relatively more time on in the remaining days and hours before the exam?

Here is my selection:

Retrenchment as a strategy for survival in a global recession - and the role that leadership plays in making retrenchment successful (brings together leadership, organisational culture, change management)
Key case studies: Nokia, HP, Sony, Thorntons, Thomas Cook, HMV

Sustainability: as a key factor in determining the long-term profitability of a business (links CSR, with Environment and competitive strategy).
Key case studies: Cooperative Group, M&S, Unilever, Apple, Nestle

Technological change: as a source of disruption to market competitiveness - how the rapid pace of technology is dramatically changing the structure of competition in many markets, challenging the previous market leaders (links closely with strategic decision making and change management)
Key case studies: Apple, Samsung, Sony, Nokia, Google

Emerging markets: an opportunity or threat? How important is it that firms (particularly those with global ambitions) embrace expansion into emerging markets (both as a source of demand and supply)? What are the threats posed (particularly CSR-related)
Key case studies: Apple, Starbucks

Organisational culture:: does it get in the way of effective decision-making and innovation? Is new (external leadership) required to effect significant change in organisational culture?
Key case studies: Sony, Nokia, Royal Mail, Google, Starbucks

Would these be enough? Possibly - I’d be disappointed if one of these didn’t come up in some form - and with good exam technique (i.e. answering the question) it is possible to bring these topics into just about any answer in some way!

I would also want to ensure that I had a good recall of all the various models that can be usefully added to a strong essay, including decision-making, market analysis (Ansoff, Porter, Boston), leadership styles, models of change management + models from the previous units (e.g. break-even, capacity, org structures).

Finally, I’d want to make sure that I had a good overview of the current state of the economy (UK and international) which is an essential source of evidence that can be used to deepen analysis.

But, I feel happy with these five!

Ok - what would you pick? Tweet me with your suggestions!