Course Resources Archive

This module will focus on integrating the theoretical concepts and applied strategic management techniques to the hotel and resort sectors. The students will examine how hotel and resort organisations can strategically manage their business in a competitive global environment. The module will providestudents with an opportunity to evaluate the competitive advantage to be gained through strategic market positioning, effective management of vertical / horizontal integration and corporate diversification.

The range of topics include: the evaluation from a globalised context, strategic business practices such: as international strategic planning, multi-branding. Usage of different models of ownership, including joint ventures, franchising and management contracts as well as product consistency and profit maximisation. Other areas will develop on include the internal environment and resource position of hotel and resort companies through analysing thestrategic implications of operating within a changing environment, assessing strategic options for capital expansion and market positioning.

On completion of this module students should be able to:

1. Synthesise information from a range of sources in order to assess the contemporary structure and development of the international hotel and resort sector
2. Critically analyse the growth strategies employed by international hotel and resort organisations across a diverse range of products and markets.
3. 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
4. Critically evaluate the relationships and responsibilities of international hotel and resort organisations in relation to ethical business practice, corporate citizenship and sustainability
5. 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.
6. Apply a range of skills, including: communication and literacy, problem solving independent learning and working, use ICT skills which hotel and resort businesses operate and present relevant data and evidence and effectively plan and manage the independent learning experience.

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