COMM 401 is a core course in the JMSB program that focusses on teaching students how to apply different concepts in terms of corporate and business level strategy, as well as environmental and internal analysis. Students should therefore be able to identify the different theories and models used and understand how to apply them to real-world examples, as well as how to use research to back up this application. 

To that end, the course places a heavy emphasis on models such as PESTLE analysis, Porter’s 5 Forces, VRIN analysis, SWOT analysis, Value Chain analysis and more. These models apply to both the external environment, meaning environmental, economic and competitive factors that exist outside of the firm, as well as the internal factors that allow for the analysis of the firm itself and its potential. This includes conducting financial analysis using relevant ratios, as well as synthesizing internal and external research through the identification of the competitive advantages a firm faces. 

From there, identification of the corporate and business level strategies used by the firm, as well as the strategies that should be shifted to, is focussed on. Students should be able to identify current strategies, as well as propose new strategies based on an evaluation of alternatives. 

Evaluation is based on a case analysis for the mid term and final, as well as a more intensive group project which also takes the form of a case analysis. For the COMM 401 case analysis, students are expected to sufficiently analyze a case and present the application of the above-mentioned models, as well as use them to develop and evaluate 2-3 alternatives for the firm. The group project has a similar focus but allows for more student input in terms of finding and presenting the research used with regard to the firm.