IH 302 - Hospitality Global is at Ion (1)

8/6/2019 IH 302 - Hospitality Global is at Ion (1)

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IH 302 HOSPITALITY GLOBALISATION

Table of Contents

1. Module Descriptor p. 3

2. Introduction p. 3

3. Learning and Teaching Methods p. 5

4. Assessment methods p. 5

5. Suggested Reading p. 5

6. Scheme of work p. 9



1. MODULE DESCRIPTOR

Code and Title IH 302 Hospitality Globalisation

Department Department of Leisure Tourism and Hospitality

Brief Description

This module builds on previous study and examines how hospitalityorganisations strategically manage their business in a globalenvironment. It will evaluate corporate advantage to be gainedthrough effective management of geographical dispersion,efficiencies of scale and the use of international e-business.

Students will synthesise the applications of differing organisational

systems for international hospitality business organisations throughbusiness practice such as international financing and marketing, joint ventures and strategic alliances.

It will encourage creative strategic planning for capital expansion,and market positioning for international hospitality businessesincluding hotels, resorts, branded restaurant chains, casino andleisure organisations, against the framework of regulatory regimesand market structures within which such organizations operate.

Level andCredit Value

Level III, 15 CAT points

Status Core for TM major and joint

Prerequisites N/A

R t i ti N



corporate citizenship and sustainability.

ii Skills

Students will be given the opportunity to develop their key skills inthe following areas during the course of this module:

Area 1: Application of numerical techniquesArea 2: Communication and literacy

Area 3: Problem solvingArea 4: Independent learning and workingArea 5: Working with othersArea 6: ICT

Teaching andLearning

Staff/student contact 20%Student private study 60%Assignment Research and production 20%

Assessment 100% Coursework: Standard: 4000 words or equivalentIndicativeResources

The Learning Centre Catalogue contains full details of the currentreading list for this module.

2. INTRODUCTION

International Hospitality Management will cover many aspects of the hospitality

industries The focus will be on contemporary issues surrounding international



3. LEARNING & TEACHING METHODSEmphasis is placed on teaching and learning by regular tutorial sessions with anamed supervisor allocated to each student. Lectures will be given which

emphasise practical support and guidance on an on-going basis throughout thestudy period.

Lectures 20%

Self-directed study 60%

Assignment Research and production 20%

4. ASSESSMENT METHODS:

100% Coursework: Standard: 4000 words or equivalent

5. SUGGESTED READING Athiyanman, A. Go, F. (2003) Strategic Choices in the international hospitality

industry. In Botherton, B. (eds) The international Hospitality Industry:

Structure, Characteristics and Issues. Butterworth-Heinemann. Oxford.

Brown, J.B. Harris, P. (1997) Organizational culture and control in a strategic



Morrison, J (2006) The international business environment: global and local

marketplaces in a changing world. (2nd. Ed.) Palgrave Macmillan.

Mountinho, L. (2000). Strategic Planning. in Moutinho, L. (eds). Strategic

Planning in Tourism. CABI. Oxon pp 259-283

O‘Conner, P. Piccoli, G. (2003) The Impact of information technology. In

Botherton eds. The international hospitality industry. Butterworth Hienmann,

Oxford.

Olsen, M (2008) Strategic Management in the hospitality industry. Prentice

Hall.

Philips, P.A. (1997) A review of strategic planning and performance

challenges. In. Teare (eds.) Global Directions: new strategies for hospitality

and tourism. Cassel. London.

Phillips, P.A. (2000). The Marketing Planning Index: A Tool for Measuring

Strategic Marketing Effectiveness in the Hospitality Sector. in Moutinho, L.

(eds). Strategic Planning in Tourism. CABI. Oxon pp 283- 293

Reisinger, Y. Turner, L. (1997). Cross-cultural differences in tourism:

Indonesian tourists in Australia. Tourism Management, Vol. 18, No. 3, pp.

139 147 1997



JournalsAnnals of Tourism Research

Cornell Hotel & Restaurant Administration Quarterly

Caterer & Hotelkeeper

Catering & Licensing Review

Hospitality

Hospitality Research Journal

Hotel and Motel Management

Journal of Hospitality and Tourism Research

International Journal of Contemporary Hospitality Management

International Journal of Hospitality Management

Lodging Hospitality

The Hospitality Review

The Service Industries Journal

Tourism Management



Additional Resources

http://www.deloitte.com/dtt/section_node/0,1042,sid%253D9078,00.html (Deloittewebsite for Tourism, Hospitality& Leisure)http://www.expedia.co.uk/

www.hotelbenchmark.com (Deloitte & Touche Update on International HospitalityGateways)

http://www.globalhotelnetwork.com (Market Intelligence for the World of GlobalHospitality)

http://www.hospitlaity-industry.com (Hospitality Industry)

http://www.hotelresource.com (Hospitality Resource for Hospitality Professionals)

htt // h itl it t (H it lit R C t )

http://www.deloitte.com/dtt/section_node/0,1042,sid%253D9078,00.html

http://www.expedia.co.uk/

http://www.hotelbenchmark.com/

http://www.globalhotelnetwork.com/

http://www.hospitlaity-industry.com/

http://www.hotelresource.com/

http://www.hospitlaityresourcecenter.com/

http://www.deloitte.com/dtt/section_node/0,1042,sid%253D9078,00.html

http://www.expedia.co.uk/

http://www.hotelbenchmark.com/

http://www.globalhotelnetwork.com/

http://www.hospitlaity-industry.com/

http://www.hotelresource.com/

http://www.hospitlaityresourcecenter.com/



6. SCHEME OF WORK

Week

Date

Topic

Contents to bediscussed

Case studies examplesto support the delivery of

the lecture.

Week 1 20/06/11 Introduction Understanding the drivers,concept and challenges of globalisation and its

significance in theinternational & cateringservices.

Week 2 27/06/11 Evaluation of competitivepositioning

Understand the importanceof brand image in theinternational hospitalitysector

W k 3 04/07/11 St t i ti Diff t ti f



geographical areas.The nature of strategicalliances in theinternational hospitality

industry

Week 9 15/08/11 Global financialissues

Business risksCapital flows / investment/Resources / Cross border mergers, shifting pattern inglobal finance.Spread of capitalism

globallyDeregulation

Week 10 22/08/11 Multicultural strategy Cross-culturalmanagementCultural challenges interms of cultural change,diversity and society.Glocalisation

Week 11 29/08/11 Economic and legalissues / StrategicImplementation

Macro-economic andinternational legalenvironmentNational economic policiesImplementation of strategyin relation to all facets of management adjusting tothe local environmentcultures for the



7. ASSESSMENT DETAILS

1. Module code IH 302

2. Module title Hospitality Globalisation3. Module tutor Lee

4. Tutor with responsibility for thisAssessment

As above

5. Assessment Individual case study

6. Weighting 100% of module assessment

7. Size limit for assessment. You will be penalised according to Schemeregulations if you exceed the limit.

4000 words

8. Deadline of submissionYour attention is drawn to the penalties for latesubmission.

Week 12

9. Arrangements for submission Your work must be submitted with acompleted Module Assignment form. You are advised to keep your own

f th t



8. ASSESSMENT REQUIREMENTS

Case study report 100%

As part of the assessment for this module, you are required to conduct an in-depthcase study project based on international strategic management in hospitality .You should consider secondary or primary research in this report.

The work should be in a report format and provide case study material for theassessment of a new international hotel development in a country other than the

United Kingdom or the country of your origin.

Your report should address the following 3 areas of research, the first two sectionsare largely research driven and the final section is largely evaluative in nature. Thethree areas in the report should cover the detailed information below:

Section 1. International environment research in the target country

(20%)



portfolio, facility design, pricing, the nature of the staff-customer interaction,promotional activities and distribution) (Maximum 1000 words).

Section 3. Evaluation (55%)

• Using information gathered you should discuss some of concerns andstrategic implications for your case study hotel that desires to expand outsideof its own country.

• Critically analyse your case study organisation’s environment to identify keyopportunities and threats.

• Evaluate any market opportunities for strategic hospitality alliances apparentin the target country (e.g. alliances with regional partners as a key strategy toprovide entry into new and relatively unfamiliar markets).

• Make recommendations for the market sector that can be entered in the targetcountry (e.g. foreign food outlet/ coffee shop / ethic restaurant/international

resorts).• Critically discuss some considerations for international hospitality business in

the target country that apply to the global marketplace

• Synthesize appropriate future international business strategies for thetargeted country (Maximum 2000 words).



9. ASSESSMENT REGULATIONS*

The coursework must be handed in by the stated deadline. Any work which is

handed in after the deadline with no mitigating circumstances will, in accordance withuniversity regulations, be awarded zero.

Plagiarism is absolutely forbidden. It consists in the unacknowledged copying of

passages from other people's work, even if paraphrased by altering occasional

words or phrases. This applies to work of any kind, including books, articles,encyclopaedias, student essays, newspapers or any other source, whether in

written, printed, electronic or any other form. It also applies to all Internet sources.

Presenting other people’s work as your own is dishonest and could mean that you

have obtained your class of degree by corrupt means. Quite apart from this,

h l i i i l d t t t l liti d biliti



10. STUDENT GUIDELINES AND SPECIAL INSTRUCTIONS

General Presentation & Word Length

The final report should be 4000 words long, +/- 10%.i. The assignment should be in report format style.ii. Pages before the Table of Contents (Title Page and Abstract etc…)

The title page should comprise the title of your research, your name, your programme, “The University of Gloucestershire,” and the year.

A brief abstract (synopsis of the project) of about 250 words should follow theacknowledgements. The abstract should briefly state the context of your assessmen; what you tried to achieve and why; and summarise the main findingsand outline their significance.

All headings in the Table of Contents should correspond exactly in wording,

t t ti d it li ti ith h di th i th



Assessment Structure

The assessment MUST contain the following – a title page,an abstract and abibliography in addition to the text of the study itself.

Title Page

Abstract

Table of Contents

Introduction

Literature Review (You should discuss relevant literature in your assignmentto underpin your analysis and evaluation and use the correct Harvardconvention of referencing, with a minimum of fifteen academic references)

Conclusions and Recommendations

Reference and Bibliography

Appendices only if relevant and necessary





11. Assessment Criteria (Written Assessment)• Case study report 4000 (words ) 100% of the assessment for this module.

MarkRange Knowledge & Understanding 25% Analysis 30% Reading and Research 25% Writing Style 20%

85%+ As for 76-84% but presented in such a way that it cannot be faulted

76-84% Excellent subject knowledge andunderstanding of key issues and debates.

Evidence of a command of the acceptedcritical positions and of going beyondaccepted positions when evidence allowsfor it.

Evidence of ability to make a sustained argumenton the basis of evidence in original terms.

Evidence of an ability to synthesise information in away that shows a full grasp of the material.Strong evidence of appropriate critical evaluation of a wide range of evidence.

Evidence of the ability to range widelyand eclectically for information.

Very effective deployment of reading insupporting arguments.Critical appropriate use of evidencefrom other areas of the discipline andfrom other disciplines.

Lively and articulate writing thatshows evidence of knowledge,

enthusiasm for the material andstrong control of the arguments beingdeployed.

70–75% Evidence of a wide knowledge of relevanttheory applied in a critical and thoughtfulway.Evidence of full and precise knowledge of the possibilities and limitations of themethodology and models being employed.

Strong evidence of ability to make a sustainedargument on the basis of appropriate evidence.Strong evidence of ability to critically evaluateevidence and synthesise appropriategeneralisations from it.Evidence of an emphasis on reaching appropriatecriteria and being able to weigh these to make a judgement.

Evidence of appropriate selection of material from an appropriate range of sources.Reading used critically and deployedeffectively in supporting argumentsStrong evidence of independentresearch.

Use of English that makes themeaning clear to the marker andshows control of the arguments beingdeployed.

60–69% Good subject knowledge andunderstanding of key issues and debates.Evidence of a full understanding of the

possibilities and limitations of themethodologies and models employed.Evidence of critical understanding of relevant theoretical material.

Evidence of ability to make a sustained argumenton the basis of appropriate evidence.Evidence of ability to critically evaluate evidence

and synthesise appropriate generalisations from it.Evidence of an appropriate level of critical analysisand judgement about material including anappropriate justification of the criteria.

Appropriate reading with effective useof a wide range of relevant sources.Effective deployment of reading in

supporting arguments.Evidence of independent research.

Clear and correct usage with very fewimprecise statements.Strong evidence of familiarity with the

appropriate technical terminology.

50–59% Sound subject knowledge.Understanding, but not evidently critical, of key issues and debates.Evidence of an understanding of themethodologies or theoretical models usedand how they are relevant to the topics inthe assessment task.

Evidence of ability to make an argument on thebasis of evidence appropriate to the theoreticalissues being discussed.Evidence of the ability to collate information, weighup evidence and construct general conclusionabout the information.Evidence of a satisfactory level of analysis and judgement based on evidence, includingstatements about the criteria used.

Evidence of selection of appropriatematerial from an appropriate range of sources, with coherent structure andclear argument.Satisfactory deployment of evidence tosupport argument.Some evidence of independentresearch.

Correct English usage with fewimprecise statements.Evidence of familiarity withappropriate technical terminology.

40–49% Evidence of some knowledge of appropriate theory, but lacking depth.Limited understanding of key issues and

debates.Limited understanding of relevantmethodologies or models.

Some evidence of analysis but criteria used notclear.Evidence of preparedness to state a position but

with limited use of argument and appropriateevidence.Evidence of the ability to construct a coherentresponse including development of relevantarguments, but no more than basic interpretationand evaluation.

Evidence of selection of mainly relevantmaterial from a range of sources, butevidence not deployed accurately.

Materials used come from inappropriatesources but are treated as if they werefrom more usual sources.Narrow selection of material.Limited evidence of research.

Correct English usage, but with somelack of precision.Limited familiarity with appropriate

technical terminology.Use of English in such a way that themarker cannot understand some of the points made, thus limiting themark by the material that can beunderstood.

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IH 302 - Hospitality Global is at Ion (1)

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