This module aims to critically assess the influence of a dynamic business environment on international tourism, hospitality and event management businesses, and to develop a range of strategic management solutions in response to these challenges, and appreciate the significance of leadership and organisational culture to the strategic process.
The module assesses various modern theoretical developments in the areas of business strategy, and focuses on the development of successful strategies. The nature of the topic is constantly changing and evolving; therefore the module will be subject to continual
modification.
Specific topics to be covered will include:
- Introduction to Strategic Management in Hospitality Industry
- The Business Environment - The internal and external business environment
- Strategic Planning Process
- Strategy Formulation
- Strategy Implementation
- Leadership and Managing Change
- Organisation Culture
- Strategy Evaluation
On completion of this Module you should be able to:
- Critically evaluate the main conceptual strategy frameworks
- Apply these frameworks appropriately to actual organisational situations
- Understand the complexity of strategic planning and the management process
- Develop a critical understanding of current issues and the challenges in strategic management
This module aims to expand students’ understanding of the principles and practices of managing various events, taking into consideration the cultural, regional and business needs of a diverse range of events within a dynamic and multi-cultural context and measure their impact on the economy, society, culture, and the environment.
Topics covered:
- Introduction to event management
- Perspectives on events
- Strategic planning of events
- Marketing planning for events
- Financial management of events
- Human resources management of events
- Sustainable development of events
- Event operations
- Sponsorship of events
- Risk management
On completion of this Module you will be able to:
- Develop a critical understanding of current issues in event management
- Critically evaluate the processes of event planning
- Critically evaluate the process of managing events
- Provide detailed recommendations as to how the processes can be further improved
This module is designed to emphasise the strategic importance of operations management in the overall performance of hospitality organisations. This module provides the student with the opportunity to practice operational management skills and apply theoretical concepts in real life situations.
Topics covered:
- Understanding the External Environment
- Operations Management – Design
- Operations Management – Capacity and Productivity
- Operations Management – Revenue and Yield Management
- Operations Management – Forecasting and Planning
- Developing Operations Strategy
- Information Systems and Technologies in Hospitality Operations
- Linking Operations Management and Other Business Functions
- Future trends in Hospitality Operations
On completion of this Module you should be able to:
- Critically evaluate various theoretical approaches to hospitality operations management
- Apply strategic thinking in the development and management of productive work
- Critically evaluate the existing systems and provide recommendations as to how the service delivery can be improved
- Develop a critical understanding of current issues in hospitality operations management
This module examines the internal project management concepts, approaches and practices. Students will develop an understanding of how to manage the project at various stages of its life cycle: from initiation and planning to auditing and closure.
Students will analyse project management case studies using relevant concepts, models and theories, and learn how to apply strategic thinking in real life situations.
Topics covered:
- The Role of the Project Manager
- The Project life cycle and project processes
- Project selection, initiation and definition
- Project organisation and analysis of activities
- Project scheduling
- Project resource planning/ procurement
- Project budgeting
- Project control and monitoring processes
- Project termination & closure
On completion of this Module you should be able to:
- Develop a critical understanding of the current issues and challenges associated with an international project management process
- Critically evaluate various theoretical concepts and approaches to project management
- Develop a project plan
- Critically evaluate the risks associated with international project management and provide recommendations as to how minimise them
The module assesses market trends and demand side factors of the service and hospitality industry in order to achieve a long-term competitive advantage by creating value and delivering world-class customer service. The module covers the aspects of buyer behaviour, communication strategy, e-marketing and public relations.
The module also puts an emphasis on the main principles and constructs for developing successful marketing strategies, and critically assesses various challenges associated with implementing marketing strategies within the service and hospitality industry.
Topics covered:
- Tourism Demand
- Consumer Behaviour within Tourism and Hospitality Industry
- Marketing Ethics and Contemporary Issues
- E-Marketing and E-Distribution
- Marketing Strategy
- Marketing Communication Activities
- Networking and Customer Relationship Marketing Strategies
- Role and Effectiveness of Public Relations Activities and Strategies
- Strategic Marketing Planning
On completion of this Module you should be able to:
- Critically evaluate various theoretical approaches to marketing for the service and hospitality industry
- Apply strategic thinking in the development and implementation of marketing strategies
- Critically assess marketing communication strategies for service and hospitality companies
- Develop a critical understanding of current issues in marketing for the service and hospitality industry
Culture plays a key role within the contemporary hospitality and tourism industry as managers and leaders are expected to work with stakeholders from diverse cultural backgrounds.
Therefore, when making business decisions, culture-sensitivity has to be taken into account. Internationalisation of businesses and globalisation has made culture a focal point within an organisational context.
Strengthening of cross cultural competences will enable managers to handle the growing challenges from increasingly multi-cultural workplaces.
Topics covered:
- Principle concepts within the study of culture and cross-cultural management
- Conceptual frameworks and models in cross-cultural management
- Understanding culture in context: How culture affects organisations
- Communication and cooperation in multicultural teams
- Managing cultural diversity
- Cultural intelligence and intercultural competencies
On completion of this module you should be able to:
- Critically evaluate the conceptual frameworks related to the cross-cultural management of tourism, hospitality and event organisations
- Apply strategic thinking in cross-cultural management
- Critically evaluate the existing practices and provide recommendations as to how to enhance management and leadership across cultures
- Develop a critical understanding of the challenges associated with managing culturally diverse teams
This module will provide students with a broad introduction into the complex world of hospitality and the tourism management process. It provides an overview of the separate functions and activities that concern managers in modern hospitality and tourism businesses. This module depicts modern concerns of hospitality and tourism business operations.
Topics covered:
- Definition of planning, programming and budgeting process for hospitality and events
- Preparing a budget for hospitality and event organistion
- Analysing management control models
- Preparing management reports for hospitality and event organistion
- Analysis of marketing strategies and branding for hospitality and events organistion
- Analysis of marketing communication and customer relationship management (CRM)
On completion of this module, students will be able to:
- Demonstrate knowledge of the key functional areas in the management process of the hospitality and tourism industry
- Present an awareness of contemporary issues impacting hospitality and tourism businesses worldwide
- Analyse management skills in hospitality and tourism organizations
- Understand the critical issues that affect all businesses worldwide and how to evaluate such issues in the context of business performance
This module will give students the knowledge, skills and techniques that will help with the management decision-making process. It will look at the process and practices which take place within a hospitality business environment and at the analytical skills required to understand financial information.
Topics covered:
- Definition of management control for hospitality and events
- Analysis of cost definition and cost classification for hospitality and management
- The model of break-even point for management decisions
- Using cost analysis to fix the price and to measure performance: the full costing model
- Using cost analysis for management decisions: the direct costing model
- Using the traditional cost accounting and activity based accounting costing model
- The yield management model
On completion of this module, students will be able to:
- Critically evaluate management control information for a hospitality and tourism organisation
- Investigate and interpret financial accounts
- Understand the importance of costs and profit in a hospitality business
- Examine the use of management accounting information as a decision making tool in a hospitality business environment
- Develop a direct costing model for management decisions
- Critically evaluate the traditional cost accounting vs. activity based accounting
- Apply yield management to a hospitality and tourism organisation
The length of the dissertation (18,000 words) invites sustained and in-depth analysis. The dissertation is also an invitation to further develop the skills and enthusiasm which have been fostered by the taught modules in the postgraduate programme. In particular, the dissertation will test students’ independence of mind, their motivation, and their ability to organise and synthesise a rich range of primary and secondary materials and arguments.
The dissertation is then, both a way to ‘round off’ their master’s degree and effectively prepare for the kind of work that will be required of them either in postgraduate study or in any number of professional careers.
During the first stage the students need to prepare the initial proposal which is mandatory, but it is not assessed. The initial proposal includes:
- the proposed topic
- research aims and objectives
- subject matter
- methodology
- indicative bibliography
The completion of the first stage enables the module leader to allocate the student to an appropriate dissertation supervisor.
At the next stage the students are required to prepare the research plan, which should include a detailed content breakdown and additional bibliography. The plan is assessed by the supervisor.
The final stage of the module is the final dissertation which normally includes:
- An examination and critique of a selected area
- An examination and critique of relevant primary and secondary sources
- An examination and critique of relevant theoretical and analytical models
- An introductory and concluding section, stipulating approach to study, appraisal of study and recommendations
- References
- Illustrations, tables and appendices, where appropriate
On completion of this Module students should be able to:
- Recognise and critically engage with a particular area of interest within the programme of study, using an appropriate research methodology
- Critically examine relevant theories, concepts and practices associated with a relevant area of business management activity
- Critically evaluate collected primary and secondary data, and provide original recommendations in areas for improvement
- Display originality in the application of knowledge in relation to their study of the course, individual research, and professional awareness
- Write reflectively upon their dissertation experience
- Produce a substantive academic research dissertation that has an actual or potential business management application
- Incorporate skills necessary for the research, including academic referencing and creating a bibliography