Course Resources Archive

This module examines how hotel and resort organisations can strategically manage their business in a competitive global environment. It provides students with an opportunity to evaluate, for example, the competitive advantage to be gained through strategic market positioning, effective management of integration and portfolio management.In order to achieve this it addresses strategic planning issues in relation to governance, finance, marketing and HRM policies of ethnocentric, polycentric, regiocentric and geocentric organisations.

Students will evaluate the performance and contribution of key components of an organisation and identify the competitive advantage in foreign markets. They will evaluate business practices such as multi-brand strategies and different models of ownership including joint ventures, franchising and management contracting and addresses implications for the management of product consistency and profit maximisation. They will further investigate the internal environment and resource position of hotel and resort companies within the context of international strategic planning. Students will be encouraged to analyse the strategic implications of operating within a changing environment and assess strategic options for capital expansion, and market positioning for international hotel businesses. Implications of internationalisation on corporate structural approaches and ownership (i.e. asset light and asset heavy approaches) will be reviewed. Taking a strategic perspective of international hotel and resort businesses, it integrates principles and practice of operations, marketing and distribution, human resource and financial management. The demand factors for key markets in the international hotel and resort business will be reviewed and the broader role and importance of such organisations in the context of international development and sustainability will be addressed. The module also reviews organisational approaches to risk and crisis management and to managing publicity within an international context.

i. Knowledge and Understanding
On completion of this module students should be able to:

a) Synthesise information from a range of sources in order to assess the contemporary structure and development of the international hotel and resort sector
b) Critically analyse the growth strategies employed by international hotel and resort organisations across a diverse range of products and markets.
c) Critically evaluate functional strategies; such as operational, marketing and distribution, human resources and financial strategies, employed by international hotel and resort organisations taking an integrated approach
d) Critically evaluate the relationships and responsibilities of international hotel and resort organisations in relation to ethical business practice, corporate citizenship and sustainability
e)  Critically assess the ownership structure and business context of the national, transnational and global hotel and resort businesses and analyse the relative merits of different asset management strategies.

ii. Skills
Students will be given the opportunity to develop their key skills in the following areas during the course of this module:

a) Communication and literacy
b) Problem solving
c) Independent learning and working
d) Working with others
e) ICT

Lectures 12%
Student-led seminars 4%
Independent/group study and assignment preparation 84%

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