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Universidad Nacional Abierta y a Distancia

Academic and Research Vice-rector

Activities guide and evaluation rubric – Phase 1 - Analyze and
evaluate organizations’ situation and position
1. General description of the course

Faculty or Basic Science, Technology and Engineering

Academic Unit School
Academic Level Undergraduate
Academic Field Disciplinary
Course Name Strategic Management
Course Code 212053
Course Type Theoretical Can be ye ☒ N ☐
enable s o
Number of Credits 3

2. Description of the activity

Type of Numbe
the Individual ☒ Collaborative ☒ r of 4
activity: weeks
Moment of
Initial ☐ Intermediate ☒ Final ☐
Delivery Environment of the
Evaluative score of the activity: Collaborative Learning and
activity: 125 Monitoring and Evaluation and
Starting date of the Deadline of the activity:
activity: 06/09/2019 03/10/2019
Competence to develop:

The student determines the organization strategic direction and is able

to identify opportunities and threats as well as strengths and
weaknesses evaluating its internal and external situation
Topics to develop:

Unit 1: Strategic Management Vision:

 Strategic direction: Strategy, Strategic Management, Mission,
Vision, Values

 Strategic Analysis: Internal and External Analysis, Value Chain,

PESTEL, Porter´s Five forces, CPM, SWOT

Steps, phases of the learning strategy to develop

Phase 1 - Analyze and evaluate organizations’ situation and position

Activities to develop


The students must develop the following activities:

1. Read the references for Unit 1 at the Knowledge Environment

 Murphy, S. P., & Taylor, P. J. (2018). A Board’s Mission,

Vision & Values: Trustees need to define their own
obligations and aspirations to build a strong culture.

 GÜREL, E., & TAT, M. (2017). SWOT Analysis: A

Theoretical Review

 Triana Ortiz, K. Virtual Learning Object Strategy Analysis


 Triana Ortiz, K. Porter´s Five forces

2. Read the following case, attached as Annex 2 - How Airbnb

found a Mission and a Brand, at the Collaborative Learning

 Gallagher, L. (2017). HOW AIRBNB FOUND A MISSION


3. After reading and understanding Airbnb’s story, and based on

its own research on internet or other sources, draft a concept
map to expose: the problem, causes and consequences of the
situation faced by Airbnb to establish its strategic direction,
including as a tittle the following information:

 Student’s name, date, case tittle.

4. Post the concept map as an image in the Collaborative Learning


5. Each member of the group shares its ideas and conclusions in
the Collaborative learning forum, developing as a team, the
following activities, based on the given case and extra
information gathered from the internet:

● Identify the strategic direction defined by the company on

the given case and complete the following chart:

Strategic Direction
Case Company: Airbnb Group number: #
Statement Definition

● Develop an external and internal analysis of the company

on the given case applying the following tools, according to
the situation described in the reading:

▪ Value Chain analysis

▪ CPM (Competitive Profile Matrix)

Visit the Practice Learning Environment and read the

Guide for the use of educational resources – SWOT
to appropriate the use of the free online tool, provided by
Visual Paradigm Online.

● Using the Visual Paradigm Online tool, build a SWOT

matrix consolidating the strategic external and internal
analysis, evidencing strengths, weaknesses, opportunities
and threats according to the situation that the company

6. According to the development of the proposed activities, each

student records an audio (no more than 1 minute) with its own
voice, including its name and date at the beginning,
explaining a conclusion answering the following question:

● Is it important to develop and internal and external

analysis in order to understand the situation of a company
with the aim of achieving it goals?

Explain your answer from strategic management arguments,

studied in this unit.

7. Consolidate all evidences in a creative PowerPoint presentation,

according to the guidelines given below in section Products to
deliver by student, and name it with the following structure:

 Strategic Management_Phase 1_Group number

nt for the Collaborative Learning, Monitoring and Evaluation
developme Environment
Products Individual:
to deliver
Each student posts on the Collaborative Learning Forum
by student
a concept map according to the case.

Each group, through the student that chooses the role
“Deliveries”, submits to the Monitoring and Evaluation
Environment a PowerPoint presentation, using APA
guidelines for references, including:

1. Cover
2. Introduction
3. Objectives
4. Table of contents
5. Concept map of each student (Activity 3)
6. Strategic internal and external analysis development
(Activity 5):

● Strategic Direction
● Value Chain Analysis
● CPM (Competitive Profile Matrix)
● SWOT, using the online tool

7. Conclusions – one link of audio per student (Activity

8. References (Use APA)

General guidelines for the collaborative work

● Review frequently News and General forums.

● Develop a personal agenda to achieve all
Planning of proposed activities.
activities for ● Do not leave everything to the last minute.
the ● Participate on due time posting relevant
development information on the forums.
of ● Respect copyright, citing the sources.
collaborative ● Use correct English grammar and spelling
work ● In case of doubt, ask in advance to the due date
Roles to ● Compiler
perform by ● Reviewer
the student ● Evaluator
in the ● Deliveries
collaborative ● Alerts

Compiler: Consolidate the document constituted as

the final product of the debate, taking into account
that the contributions of all the participants have been
included and that only the participants who
participated in the process are included.

Reviewer: Ensure that the writing complies with the

rules of presentation of work required by the teacher.

Roles and
responsibilit Evaluator: Ensure that the document contains the
y for the criteria present in the rubric. You must inform the
delivery of person in charge of the alerts so that you inform the
products by other members of the team in case any adjustments
students have to be made on the subject.
Deliveries: Notify delivery times of the products and
send the document in the stipulated times, using the
resources destined for the shipment, and indicate to
the other partners that the delivery has been made.

Warnings: Ensure that the members of the group are

notified of new developments and inform the teacher
through the work forum and messaging of the course,
which has been sent the document
Use of Use APA format. Edition 6th
The APA Standards is the most used style of
organization and presentation of information in the
area of social sciences. These are published under a
Manual that allows to have the scope in the forms in
which a scientific article must be presented. Here you
will be able to find the most relevant aspects of the
sixth edition of the Manual of the APA Rules, such as
references, quotations, elaboration and presentation
of tables and figures, headings and seriation, among
others. You can check how to implement them by
entering the page
In the agreement 029 of December 13, 2013, article
99, the mistakes that infringe upon the academic
order, among others, are the following: paragraph e)
“To plagiarize is to present as your own work the
whole or part of a writing, report, task or document of
invention performed by another person. It also implies
the use of cites or lack of references, or includes cites
where there is no coincidence between them and the
reference” and paragraph f)”To reproduce, or copy for
profit, educational resources or results of research
products, which have intellectual rights reserved for
the University”.

The academic punishments that the student will face

a) In case of academic fraud proved in the
academic work or evaluation, the score achieved will
be zero (0.0) without leading to disciplinary
b) In case of plagiarism proved in the academic
work of any nature, the score achieved will be zero
(0.0), without leading to disciplinary measures.

To know how the documents must be cited, check the

following document:
Centro de Escritura Javeriano ( ) Normas APA. Sexta
edición. Taken from

3. Evaluation rubric

Evaluation rubric

Individual Activity ☒ tive ☒
Moment of Unit
the Initial ☐ Intermed ☒ Final ☐
evaluation iate:
Performance levels of the individual
Assessed activity Scor
Aspects Low e
High score Media score
Identify and The student The student The 30
evaluate posts in the posts in the student
problems in Collaborative Collaborative does not
organization Learning forum Learning forum post any
s a concept map, a diagram diagram in
identifying identifying the relation to
clearly the problem faced the
situation faced by the problem in
by the company company, but the
deducing causes there is not a proposed
and clear deduction case study
of causes and
(up to 30 (up to 15 (up to 0
points) points) points)
Performance levels of the collaborative
Assessed activity Scor
Aspect Low e
High score Media score
The student
participates in
The student
actively in the The
learning forum,
Collaborative student
but, it is not
learning forum, does not
proposing participate
relevant to
relevant ideas to in the
Build up develop the
develop the Collaborati
team work strategic
strategic internal ve 15
and decision internal and
and external learning
making external
analysis forum
manager analysis, or its
evidencing its developing
skills proposals do
position in the
not evidence a
relation to the strategic
strategic analysis
decisions made
of the unit´s
in the case

(Up to 15 (Up to 10 (Up to 0

points) points) points)
Recognize The student The student The 15
and set proposes a proposes a student
strategic precise strategic does not
direction for definition for the direction but, submit the
the strategic no all required strategic
organization direction statements direction
statements of were submitted statement
the company in or, some of s or they
the case, them are not are not
defining mission, defined related to
vision, values according to the
and objectives the strategy of company
the company in the case
(Up to 15 (Up to 10 (Up to 0
points) points) points)
The student
uses different
tools to analyze
The student
presents a well-
development of but, some of
the Value Chain them are not
analysis and applied
Competitive The
properly or its
Profile Matrix, information is
does not
drafting an not sufficiently
internal and relevant to
Analyze and the
external understand the
evaluate the internal
analysis, and situation of the
internal and and
builds a SWOT company, also,
external external 40
matrix using a SWOT matrix
situation of analysis,
is built without
the Web 2.0 tools or it is not
the use of Web
organization inferring an related to
2.0 tools, or,
overall company
understanding of in the case
the strategic does not
situation of the involve a clear
company in the understanding
case. of the strategic
situation of the
company in the
(Up to 40 (Up to 20 (Up to 0
points) points) points)
Build up The student The student The 10
speaking records with its records with its student
English skills voice a no more voice an audio does not
than 1 (one)
explaining its
minute clear and
loud audio,
about the case,
including its record the
but it does not
to name and date audio of
meet all
communicat at the its
e strategic beginning, conclusion
or its content is
managemen explaining its s of the
not relevant to
t conclusions case
solve the
conclusions about the case,
using its own
(Up to 10 (Up to 5 (Up to 0
points) points) points)
The student
does not
submits the The student
submit the
PowerPoint submits the
presentation to document,
the Monitoring evidencing
Strength on to the
and Evaluation some spelling
written com Monitoring
Environment, and grammar
munication s and 15
evidencing mistakes or
kills Evaluation
proper spelling missing some
and grammar, of the given
nt, solving
following all guidelines
given guidelines.
(Up to 15 (Up to 8 (Up to 0
points) points) points)
Final score 125