Course Resources Archive

This module aims to analyze the interface between the hospitality organization and its macro-environment. It examines how managers within organizations can make sense of their environments and 'manage' in increasingly uncertain, turbulent and hyper-competitive conditions. The module blends theory with practice, giving students the knowledge, perspective, and skills they need to thrive in the hospitality environment. The module also considers legal frameworks this allows managers to generate a greater understanding of the general and specific environment in which they operate.

The resources and capability of the hospitality organization and its general and specific macro-environment.

Strategic analysis of the macro-environment to include political, legal, ethical, social, economic and technological change. Stakeholder analysis. The impact of globalization on the hospitality organizations.

Hospitality industry analysis, competitor analysis and analysis of markets. Market attractiveness: segmentation and positioning. Market lifecycle analysis.

Reflection upon the responsibilities of managers.  Understand the legal context, nature, role and significance of management activities as undertaken by managers in hospitality organizations

Managing uncertainty: examination of tools that managers may use to make sense of uncertainty in the environment e.g. scenario planning.

On successful completion of the module the student should be able:

1. demonstrate an ability to analyze and evaluate the interface between the hospitality organization and its environment, and the impact that the environment has on management decisions;
2. to understand markets and competitors, and evaluate the dynamics of the hospitality industry;
3. to research and synthesize material from a range of sources, and examine specific hospitality organizational environments using appropriate analytical tools;
4. to evaluate practice in a range of hospitality organizations  with a view to recommending courses of action for management.

Student/staff contact: 20%
Student directed learning: 80%

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.