Critically evaluate the value of clear Purpose, Vision, Mission and Objectives in setting the strategic direction of organisations using examples from your selected bank to explain your views.

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Assessment Brief

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Module Title: Strategy and Change Management

Module Code: 602 MAN

Assessment Type: Coursework

Assessment Number: 1

Study Mode: FT

Weighting: 10 Credits

Submission Date:

Submission Time: 18:00

Campus: CUG

2000 word individual essay


Title: The Theory behind the Strategy


"How can a UK plc bank best manage change and shape its strategic direction?"

You are required to write a 2,000 word essay that considers the theoretical approaches contemporary organisations like a public limited UK bank take in order to change and shape its strategic direction. In addition to answering with reference to addressing the Learning outcomes your essay should:

  1. Critically evaluate the value of clear Purpose, Vision, Mission and Objectives in setting the strategic direction of organisations using examples from your selected bank to explain your views.
  2. Critically assess the process used by your chosen bank and evaluate the change management models and tools used by them to determine their strategies to manage changes.

The audience of this essay will be middle managers who have been promoted to senior management positions. Your choice of bank should be agreed with your tutor during tutorial. In this essay you should address learning outcomes 1, 2, 4 and 5 and refer to the following scenario.

The UK retail banking sector is being transformed by a range of powerful forces. Some of the issues you may wish to consider are the uncertainty in current economic environment; evolving regulatory requirements for banks; increasing demand of personalized customer service; fast technological innovation and finally challenging competitors.


Completion of this assessment will address the following learning outcomes:


Critically explore the theoretical schools of strategic business and change management, with a particular focus on the role of strategy formation and the strategic planning process.


Evaluate and apply conceptual and practical approaches to strategic business and change management in a range of organisational settings.


Critically analyse and apply a range of strategies for managing change and risk at a local, national and international level.


Critically evaluate the role of measurement and management of Key Performance Indicators (KPI’s) in the strategic business planning and change management process.

Guidance Notes and Considerations


Year 3:

From September 2020, Coventry University Group started the move from the Coventry University Guide to Referencing in Harvard Style to the APA 7th edition style of referencing.

You can choose whether you want to continue to use the Coventry University Guide to Referencing in Harvard Style, or switch to APA 7th edition.

Although you can choose to make the switch to APA at any time, you must use a single consistent style of referencing within each assessment.

Referencing guidance can be accessed on the Library’s LibGuides pages. Critically evaluate the value of clear Purpose, Vision, Mission and Objectives in setting the strategic direction of organisations using examples from your selected bank to explain your views.

Use of Sources and Information:

You can access high quality, authoritative information via the library. Use LibGuides to access Locate, BibliU and research guidance.

Academic Writing Resources

There are a variety of academic writing resources available which can be accessed via LibGuides. These writing guides can help with different types of assessment as well as important writing skills needed for university.

If you would like to book an Academic Writing appointment for support with your assessment, you can contact your Writing Developers:


CUL Dagenham: CUL Greenwich:

Academic Integrity Guidance

The best way to avoid academic misconduct is to follow appropriate academic and referencing conventions. Further guidance on academic integrity and conduct can be found using LibGuides.

Collusion between students (where sections of your work are similar to the work submitted by other students in this or previous module cohorts) is taken extremely seriously and will be reported to the Academic Conduct Panel. This applies to all coursework and exam answers. If you would like more guidance on understanding collusion, you can find it on LibGuides.

If an assessment suspected of involving a breach of academic integrity is found to display a marked difference in writing style, knowledge and skill level from that demonstrated elsewhere on the course, you may be required to undertake a Viva Voce in order to prove the coursework assessment is entirely your own work. Critically evaluate the value of clear Purpose, Vision, Mission and Objectives in setting the strategic direction of organisations using examples from your selected bank to explain your views.

Proofreading of assessments by CU approved proofreaders is permitted. There is a list of approved proof readers along with guidelines for use. However, please remember that proofreading is a lengthy and detailed process for which there is a cost. If you decide to use a proofreader, please take this into account and contact them at least 10 days in advance of your assessment deadline.

You must not submit work for an assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this university, unless this is specifically provided for in your assessment brief or specific course or module information.

It is important to realise that as a student you should not submit all or part of an assessment for which you have already received academic credit, to be used for an assessment in a different module. Reusing your own work in this way is called self-plagiarism. Where you wish to refer to some of your own work you must reference it in the same way that you reference work by other people.

Submission Guidelines

Late Submission

There should be a title page which clearly identifies the following:

* Name and code of the module

* Title of the Assessment

* Assessment number

* Word count

The word count identified includes quotations and citations. However, it does exclude the list of references and/or the bibliography and, unless specifically stated, encompasses a discrepancy of + or – 10%.

If you are not able to complete your coursework on time due to extenuating circumstances*, the ONLY way to receive an extension (up to 5 working days) or a deferral (anything longer than 5 working days) is to contact 

Extenuating circumstances are defined by CU as ‘genuine circumstances beyond your control or ability to foresee, and which seriously impair your assessed work’. Please note that you will need to provide third party evidence to support your reasoning for requiring an extension or deferral. Your course tutor is NOT able to approve an extension or a deferral. If you have not completed the official forms and had your request approved, your work will count as not submitted and receive a zero mark

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