BACHELOR IN TOURISM & HOSPITALITY MANAGEMENT

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1 BACHELOR IN TOURISM & HOSPITALITY MANAGEMENT Academic Year TEACHING GUIDE AREA: Business Strategies SUBJECT: Innovation and Entrepreneurship PERIOD: Semester 8 Lecturers: Mr. Maurici Segú maurici.segu@tsi.url.edu Ms. Elena Rodríguez elena.rodriguez2@esade.edu Publication for the exclusive use of the School of Tourism and Hospitality Management - Sant Ignasi (Ramon Llull University). Total or partial reproduction is prohibited.

2 DEGREE IN TOURISM AND HOSPITALITY MANAGEMENT AREA: SUBJECT: CODE: Business strategies Innovation & Entrepreneurship OB8BST-IV TYPE: Compulsory YEAR: 4th ECTS CREDITS: 3 SEMESTER: 8 LANGUAGE: English LECTURER/S: Maurici Segú & Elena Rodríguez 1. Subject objectives: The main objective is to help students to think in a different way and work on different activities to know how create radical changes in industries and companies. Nowadays, most companies are competing in non differentiated markets. Easily, products and services become really similar creating markets based on price competence. Innovation is the key attitude to break up this reality, creating new scenarios, challenges and opportunities. In order to get this differentiation goal, there are some critical skills that must be clear and worked. This is the objective of this subject: to think, and to create great changes. Innovation is an interesting concept, could be said that it s the essence of management, but at the same time, it s also right to say that sometimes become a much undefined concept. Many managers like talking about innovation, but really few of them get companies and teams focused on this strategic mission: CREATE THE FUTURE. This subject is focused on the development and clear definition of innovation. Giving also a very practical dimension about how to generate, analyse and implement new ideas. In terms of Hospitality industry, innovation is still a more unclear word. Most companies are using similar strategies and it s frequent to define the sector as a commoditiy (when value proposals of differents options in a same sector are very similar, or direclty nondifferentiated). Although we can find some innovative proposals, this is not a common scenario. This subject will show interesting cases full of innovation in order to inspire minds and future professional careers. 2. Competencies developed Type Name Indicators General G2. Orientation towards achievement: perseverance to 1,2, 5, 7 excel and go beyond standards of excellence (implies

3 motivation for quality). G7. Team work and collaboration: cooperation and create 1,2,3,4 team spirit. G3. Initiative and entrepreneurial spirit: to always be ready 1-6 to take advantage or look for new opportunities and act in consequence. G10. Orientation towards others/the client: implies the 1, 2, 3 desire to help or serve others/the client, to discover and satisfy their needs. Specific E4. Understand the dynamics and evolution of tourism, its 2, 5, 6 markets and segments. E5. Be able to identify and manage tourism destinations 1, 9-14 and companies applying sustainability principles. Basic B1: Be able to acquire, understand and structure knowledge 1, 2 B2: Be able to apply knowledge 2, 3 B3: Be able to search for and manage information in order to solve problems, transmit reflective judgments and/or make decisions B4: Be able to communicate information and/or knowledge in one s mother tongue, as well as in at least two foreign languages 1, 2, 7 3, 6, 7 3. Content Week Block Theme Content 1 Welcome Introduction to concept Introduction to the subject. Working on the Love and Hate exercise to analyse Ideas. 2 Groups branding Personal Branding Every group has to create its own brand, values, attributes, naming 3 Marketing Innovative Breaking a Commodity How to create something from a commodity? 4 Hospitality is changing Case Hotel Concept Hotels are about experiences. How to create a new experience? 5 Project Authenticitys Project Development (more info in About Authenticitys ) 6 Value Marketing Plan How to change the usual Marketing Plan 7 Project Authenticitys Project Development. (more info in About Authenticitys )

4 8 Value Branding Associating values to your service 9 Rules to Innovate 6 rules Main guidelines to focus your personal performance to innovate. 10 Project Authenticitys Project Development (more info in About Authenticitys ) 11 Publicity The Evolution of Branding 12 Promotion White labels and pricing How to explain in a different way one brand. The Evolution of a brand. How to develop a relation with your target thanks to new promotions? 13 Product definition Unique selling points definition What makes unique your proposal? 14 Final Presentations / Test Authenticitys Groups presentations about Authenticitys development 15 Final Presentations Authenticitys Groups presentations about Authenticitys development About Authenticitys The Authenticitys Challenge is a fast-paced entrepreneurship experience where you learn-bydoing while creating a positive change in the city you live. It is an open initiative that tackles social problems by bringing together social enterprises, students, and tourists through a human-centred, learning-by-doing methodology. Program The Authenticitys Challenge is a fast-paced entrepreneurship experience based on the most innovative entrepreneurial work to date. In an easy-to-follow workbook and key workshops, the Authenticitys Challenge guides you through 7 levels that help you create, run, pilot and retest a REAL experience, allowing you to live firsthand the entire cycle of being an entrepreneur. The learning journey guides you through the steps necessary to create an Authenticitys experience: a 4 hour tour or activity that allows consumers or tourists to connect with doing-good businesses in the city they visit or live. The Authenticitys Challenge is a unique opportunity for students to work in open city initiatives bridging the gap between doing-good businesses and consumers that believe their euro can be better distributed in the value chain. The challenge also allows for students to connect with the local ecosystem finding new and different ways to add value. The challenge has an important digital components and collaborative work is expected as students explore needs and passions, generate ideas and prototypes and test their results. Early failure is encouraged.

5 Benefits The Authenticitys Challenge was born from a very clear need: Students were not experiencing the entire cycle of entrepreneurship. Living through the motivation cycle, the chaos, the uncertainty the challenge allows them to start planting the necessary attitudes and competencies students require for being an entrepreneur. Furthermore, the challenge: Offers students the possibility to connect with local authentic experiences that bring social and environmental value to the city. Support responsible tourism in cities, that breaks out of the current dominant paradigm of consuming without thinking of the impact. Creates possibilities of seeing tourism as a movement of social change and to create social value from it. Discover an entrepreneurial approach around design thinking and lean start-up methodologies supported by leading professionals and companies. Create relationships and be inspired over time through the link the students create with experts and social entrepreneurs in the city. To provide local entrepreneurs another revenue stream which also builds their brand and followers. Receive the Authenticitys certificate as an experience designer. The different competencies and tools developed in each level are: Level 1: Team building Brainstorming Idea creation and generation Divergence and convergence Mind maps Trend search Level 2: Creating personas. Choosing a persona. Building empathy and empathy map. Capturing insights. Creating a storyboard to build empathy. Revisiting an idea. Level 3: In-depth insights. The full life cycle of an experience Value Proposition Canvas Stakeholder mapping Stakeholder power and interest Role Playing Level 4: Motivation Curves

6 Selling Creating a brochure to best define the concept Experience economy Pricing Identifying key influencer Go out and sell. Results in a video of the experience Pivot or persevere after the first prototype. Level 5: Business Model Canvas Level 6 and 7: Failure theory What to do with failure? Shared value Sharing wisdom Creating your own entrepreneurship philosophy 4. Learning activities and distribution of work load: Week In attendance (Theory and Practice) 1 Love or Hate 3 2 Personal branding 3 3 Against 3 Commodities! 4 Hotel conceptualisation H Supervised H Independent H 3 Industry Conceptualisat ion 6 Preparation 3 5 Authenticitys 3 Development 6 6 Concept Hotel 3 Preparation 3 7 Authenticitys 3 Development 6 8 Image Hotel 3 Preparation 3 9 Experience Hotel 3 10 Authenticitys 3 Development 6 Preparation 3 11 Publicity 3 12 Promotion 3 Development 6 13 Product 3 Preparation 3 14 Presentations 3 15 Presentations 3 Hours % 50% 33% 17%

7 5. Evaluation Procedure Activity type I/ Ext. Delivery Percentage Assessed competencies G (words) date In-class assessments I n/a Weekly 40% G2, G3, G7, G10, E4, E5, B2, B3, B4 Practical case: Authenticitys G tbc % G2, G3, E4, B1, B2, B3, B4, B5 Participation and input I Weekly 20% G2, G3, E4, E5, B1, B2, B3, B4, B5 6. Recommended readings Students will be given a portfolio, readings as well as being expected to Research on their own for presentations and preparation for sessions. Joaquín Lorente, (2009). Piensa, es gratis. Ediciones Planeta. Editorial Prentice-Hall. Goleman, D.; Boyatzis, R. y Mckee, A., (2002). The blue ocean strategy. Barcelona: Plaza & Janés Kjell A. Nordstrom (2008). Funky business forever. Juan Manuel de Toro (2008). La marca y sus circunstancias. Ediciones Deusto. Oesterwalder, Alex. (2010) Business Model Generation Ken Robinson. El Elemento Jeff Jarvis. Y Google, Cómo lo haría? Additional links for interest: Lecturers Maurici Segú maurici.segu@tsi.url.edu Maurici Segú has a degree in Business Administration and MBA by ESADE. He has been involved in the touristic and hospitality industry from his first intership and has developed different projects in TQ3 Travel Solutions (nowadays BCD Travel), Keytel and Hotusa, company in which he was in charge of Strategy and Marketing Department. He has involved in the creation of different hotel brands such as EXE Hotels, Prestige Hotels of the World by Keytel and other branding projects in Hospitality Industry. In 2012 he founded his own company, Innovarout. This company is focused on high innovation solutions for companies from the tourist and other sectors such as football clubs, pharmaceutical companies or automobile.

8 Elena Rodríguez Blanco Founder Authenticitys, Co-Founder Bloom Microventures Elena is the Experience Co-creator for AuthentiCitys, looking for new ways to solve problems within the organisations and its partners. With more than 10 years of experience, Elena is in her 4th startup and has changed roles and industries, countries and projects...giving her the ability to take risks and believe in the power of ideas and teams of ordinary people achieving extraordinary things. Her passions include social innovation and traveling. She has also written several publications on social innovation and works at a professor in several universities. 8. Observations This subject is based on the wish that every student can connect their personal values and dreams with their professional life, becoming a generous and singular leader of any company. Also, the methodology and cases and the guests invited to participate in our sessions, are focused on encouraging students to become entrepreneurs and develop their personal projects into reality.