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MODULE DESCRIPTOR
Module Title
Hospitality Business Strategy
Reference BSM783 Version 2
Created May 2017 SCQF Level SCQF 11
Approved April 2015 SCQF Points 15
Amended July 2017 ECTS Points 7.5

Aims of Module
This module will enable students to:
Demonstrate knowledge, understanding and analytic approaches to strategic management in hospitality and tourism related organizations.
Critically evaluate the competitive position of hospitality organisations.
Propose and justify development strategies for selected hospitality businesses.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Evaluate the macro and micro environment affecting a company's operations.
2 Analyse the strategic capabilities and position of a variety of international hospitality companies.
3 Apply strategic management theories to identify current and future potential development strategies.
4 Evaluate a range of strategic options available to a hospitality company.

Indicative Module Content
Industry structures and integration. Company values and mission statements. Business growth strategies: alliances, mergers and acquisitions, franchising and ownership models. The PESTEL macro environment and Porter's 5 forces. Ansoff's matrix and sector analysis. Market segmentation, market share and niche markets. Strategic capabilities, competitive positioning and Bowman's strategic clock. Market opportunities, strategy development and resourcing considerations.

Module Delivery
The module will be taught through a combination of lectures, tutorials and student-led activities, including a variety of case studies.

Indicative Student Workload Full Time Part Time
Contact Hours 30 N/A
Non-Contact Hours 120 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 60% Outcomes Assessed: 3, 4
Description: Individual
Component 2
Type: Coursework Weighting: 40% Outcomes Assessed: 1, 2
Description: Group

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The Module is assessed by two components: C1 - Coursework - 60% weighting. C2 - Coursework - 40% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A At least 70% on weighted aggregate and at least 35% in each component
B At least 60% on weighted aggregate and at least 35% in each component
C At least 50% on weighted aggregate and at least 35% in each component
D At least 40% on weighted aggregate and at least 35% in each component
E At least 35% on weighted aggregate
F Less than 35% on weighted aggregate
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None in addition to course entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
1 THOMPSON, A. et al., 2018. Crafting & Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases. 20th Edition. New York: McGraw Hill Education.
2 HITT, M., IRELAND, R. and HOSKISSON, R., 2017. Strategic Management: Concepts and Cases: Competitiveness and Globalization. 12th Edition. Boston: CENGAGE Learning.
3 JOHNSON, G., SCHOLES, K., and WHITTINGTON, R., 2010. Exploring corporate strategy. 8th ed. Harlow: Pearson.
4 OLSSEN, M. and ZHAO, J., 2008. Handbook of hospitality strategic management. Oxon: Butterworth Heinemann.
5 ENZ, C., 2010. Hospitality strategic management: concepts and cases. 2nd ed. Hoboken: Wiley.
6 ENZ, C., 2010. The Cornell School of Hotel Administration handbook of applied hospitality strategy. Thousand Oaks: Sage.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781