The Hospitality Industry faces new and complex changes during the 21^st century.

The aim of this module is to make students aware of the strategic planning process and its impact on the Hospitality Industry.

Students will gain a thorough understanding of Hospitality policy-making within global, international and national contexts and create an ability to develop and apply innovative strategic planning approaches in response to corporate policies.

Students will gain sense and imagination in the relationship between policy and practice and they will be able to anticipate and develop monitoring mechanisms that evaluate policy and business responses to issues and trends, and the use of that information in strategic planning.

Students will learn how to explore the necessary tools, procedures and competencies needed to analyse, define, plan and manage change in an international context.

Summary of Learning Outcomes

On completion of this module students will be able to:

• Identify and evaluate the process of strategy formation for the Hospitality Industry.
• Assess the range of tools available for strategic planning.
• Develop and critically evaluate strategic policy and action

Syllabus

    Assessing the Industry

Introduction to subject and Trends in hospitality

Consumer behaviour

The marketing environment in hospitality

Hospitality marketing research

Segmentation, targeting, positioning and strategic marketing   Assessing the Organisation

Human resource issues in Hospitality

Financial Management in Hospitality

Operations management

Strategic Quality Management

Implementing Strategy

Strategic planning

Demand modelling and forecasting

International Hospitality Management

Future developments

Assessment

 

There are two methods of assessment for this module;

 

Summative assessment (coursework) – This will be set and marked by the centre with guidance from CTH and will usually be based upon the students working environment, developing an understanding of the issues with Strategic Hospitality Management and the diversity of the hospitality industry. Weighting 20%. Further details are available from CTH.

 

Formative assessment (examination) – This will be a three hour examination set and marked by CTH. It will comprise of two sections; Section A will have questions based on an industry case study (40 marks) and Section B will comprise of 5 x 20 mark questions of which candidates must select and answer three (60 marks). Weighting 80%