Bachelor of Applied Business (Tourism Management) Proposal Submission to the Ontario Postsecondary Education Quality Assessment Board

Transcription

1 Bachelor of Applied Business (Tourism Management) Proposal Submission to the Ontario Postsecondary Education Quality Assessment Board Application for Ministerial Consent Ontario Colleges of Applied Arts and Technology Date of Submission: May 2004

2 1. Organization and Program Information 1.1 Submission Title Page Full Legal Name of Organization: Humber College Institute of Technology and Advanced Learning Operating Name of Organization: Humber Institute of Technology and Advanced Learning Common Acronym of Organization (if applicable): URL for Organization Homepage (if applicable): Proposed Degree Nomenclature: Bachelor of Applied Business (Tourism Management) Date of Submission: May 2004 Location (specific address) where program to be delivered: Humber Lakeshore Campus 3199 Lakeshore Boulevard West, Toronto, ON M8V 1K8 Contact Information: Person Responsible for This Submission: Name/Title: Rick Embree Dean, Planning and Development Full Mailing Address: Humber Institute of Technology and Advanced Learning 205 Humber College Boulevard Toronto, Ontario M9W 5L7 Telephone: , ext Fax: Site Visit Coordinator (if different from above): Name/Title: Joanne McLeod Program Development Consultant Full Mailing Address: Humber Institute of Technology and Advanced Learning 205 Humber College Boulevard Toronto, Ontario M9W 5L7 Telephone: , ext Fax: B.A.B. Tourism Management 1

3 Chair, Board of Governors Name/Title: Dr. Stuart Smith Chair, Board of Governors Full Mailing Address: Board Office, Room D167 Humber Institute of Technology and Advanced Learning 205 Humber College Boulevard Toronto, ON M9W 5L7 Telephone: Fax: B.A.B. Tourism Management 2

4 1.2 Table of Contents Page Quality Assessment Panel Nominees... i 1. Title Page 1.1 Submission Title Page Table of Contents Executive Summary 2.1 Executive Summary Program Abstract 3.1 Program Abstract Program Degree-Level Standard 4.1 Degree Level Degree-Level Summary Samples of Student Work Admissions, Promotion, Graduation Standard 5.1 Admissions Requirements Program Admissions Requirements Admissions Policies and Procedures for Mature Students Credit Transfer/Recognition Policies Advanced Placement Policies Table: Promotion and Graduation Requirements Program Content Standard 6.1 Program Advisory Committee Program Advisory Committee Membership Minutes of Program Advisory Committee Professional/Accreditation or Other Organization Support Current Professional/Accreditation or Other Requirements Letters of Support: Professional/Accreditation or Other Requirements Table: Program Level Learning Outcomes Academic Course Schedule Information Program Hours/Credit Conversion Justification Academic Course Schedule Full-time Studies Course Outlines and Other Graduation Requirements Course Descriptions and Learning Outcomes Course Outlines Program Map Program Progression Organizational Behaviour Tourism & Hospitality Industries Microeconomics Marketing Accounting Consumer Behaviour B.A.B. Tourism Management 3

5 Global Geography Business Information Systems Business Law Accounting E-Commerce: Concepts and Principles Business Communications Customer Service Macroeconomics Structure of Canadian Tourism Human Resources Management Tourism Marketing, Sales and Distribution Entrepreneurship Financial Management Tourism Planning and Policy Strategic Management and Business Planning E-Tourism Management, Strategy and Marketing Advanced Revenue Management for Tourism Risk Management in Tourism Applied Tourism Business Project Food and Beverage Management Hotel Operations Management Ecotourism: Policy, Planning and Practice Gaming and Casino Operations Management Global Tourism Economics Impact Assessment and Management in Tourism Specialty Tourism Product Development and Marketing Tourism Destination Development & Management: International Perspectives Tourism Event Management Co-op Preparation Career Connections (non-credit workshop) Breadth Elective Overview Ethics and Moral Theory Human Security and World Disorder Philosophy of Law Knowing and Believing: Epistolmology Introduction to Language and Literature Foundations of Literature and Composition Academic Writing and Critical Reasonsing Betrayal in Contemporary Fiction Film Survey and Analysis Brainstorm Theories of Beauty Power Power Introduction to Psychology Social Psychology Developmental Psychology Introduction to Sociology Introduction to Politics Sociology of Consumption Sociology of Technology B.A.B. Tourism Management 4

6 City Life Desire and Discontent How is Society Possible? Conflict, Cooperation & Social Theory The Good Life Breakthroughs in Twentieth Century Science Astronomy: Discovering Our Place in the Universe Money, Markets, and Democracy Communications: Technology and Culture Influence of Mass Media on Canadian Culture Leadership Canadian Studies Business and Politics Research Methods Statistics On-line Course Support Work Experience Required for Degree Completion Program Structure Requirements Work Experience Outcomes Work Experience Commitments Program Delivery Standard 7.1 Quality Assurance Policies Policy on Student Feedback Policy of Student Feedback Student Feedback: Criteria and Instruments On-Line Learning Capacity to Deliver 8.1 College Key Performance Indicators Related KPI Data Program Strengths and Program Appropriateness Curriculum Vitae of Current Faculty Assigned to This Degree Program Curriculum Vitae Exceptions Curriculum Vitae for Faculty Responsible for Teaching and Curriculum Development of DW Courses Faculty Recruitment and Development Plan Khyati Antani Janet Baker Edmund Baumann Glenn Belanger Ray Chateau Christina Clements John Currie Pierre-Pascal Gendron Ted Glenn Michael Hatton Suzanne Iskander William Kosar William Kwok Mary Lendaway B.A.B. Tourism Management 5

7 Susan Lieberman Peter Madott Usman Malik Teresa Matheson Alister Mathieson Susan Ratkai John Riccio Ramesh Srinivasan Stephen Smith Ihor Sokolyk Min Yan Curriculum Vitae for Faculty Responsible for Teaching and Curriculum Development for DO and DL Courses Dan Andreae Angela Aujla Ian Baird Rena Borovilos Georges Bragues Melanie Chaparian Clive Cockerton David Copeland Naomi Coutu John Elias Ian Gerrie Alexei Gokhman Karen Golets-Pancer Mohammed Hussain Mark Ihnat Guy Letts Gerard Leung Barbara Morris Danita Mushkat Gregory Narbey Wendy O Brien Ewara Thomas Olien Kent Walker David Wallace Curriculum Vitae for Program Development Consultants Curriculum Vitae for On-line Learning Professional and Technical Staff Faculty Curriculum Vitae Release Form Policies on Faculty Enrolment Projections and Staffing Implications Resources Library Resources Computer Access Classroom Space Laboratories/Equipment Resource Renewal and Upgrading Plans Support Services B.A.B. Tourism Management 6

8 9. Credential Recognition Standard 9.1 Program Design and Credential Recognition Consultation Regulation and Accreditation Standard 10.1 Regulatory/Licensing Requirements Current Regulatory or Licensing Requirements Letters of Support from Regulatory/Licensing Bodies Program Evaluation Standard 11.1 Periodic Review Policy and Schedule Academic Freedom and Integrity Standard 12.1 Policies on Academic Freedom and Academic Honesty Policy on Academic Freedom Policy on Academic Honesty Information and Compliance Plan Policy on Intellectual Products Policy on Ethical Research Practices Student Protection Standard 13.1 Academic Calendar Information Student Protection Policies Student Protection Information Economic Need 14.1 Evidence of Economic Need Employer Support Student Interest Non-Duplication of Programs 15.1 Similar/Related College Programs Similar/Related University Programs Optional Material 16.1 Humber College s Code of Ethics Generic/Employability Skills Learning Values Freshmen Tracking & Integration System Humber Academic Regulations for Degree Programs Credentials Framework Conformity with Ministerial Policy Directives 17.1 Applicant Acknowledgement and Agreement Ministry Submission Requirements 18.1 Information for Funding College Plans for Related Programs Curriculum Review Report B.A.B. Tourism Management 7

9 2. Executive Summary 2.1 Executive Summary Proposed Credential Nomenclature: Anticipated Program Start Date: September 2005 Program Description Bachelor of Applied Business (Tourism Management) Today s tourism business leaders seek employees who have both the knowledge and experience necessary to make immediate contributions to the workplace. This program in Tourism Management has been designed to meet the demands of employers for strategic skills such as critical thinking, communications, computer expertise, and leadership and decisionmaking. Humber has consulted with industry leaders to develop a rigorous curriculum that leads to the world of work, university-level post-graduate study, or professional schools. To meet these demands, the program combines the theory and knowledge of degrees in business administration and tourism studies with experiential learning in tourism industry sectors. In the first two years of the program, students will build a solid foundation of business knowledge in accounting, economics, marketing, finance, human resources, technology, operations management and business strategies, amongst others. In addition, students will be introduced to: the structure and dynamics of tourism industries; a more detailed examination of tourism in the Canadian context; and the technologies endemic to tourism industry management. In years three and four, students will focus on advanced tourism industry management and the application of technology in tourism strategic and marketing management and distribution systems. Students will be able to use software applications and apply advanced financial management skills to business operations and performance. In addition to a business operations and management focus, students will be able (through electives) to choose a specialization in tourism planning and tourism destination management. The program also emphasizes an international scope through case studies that reflect the global nature of the tourism industry. Career opportunities include business management, business analysis, destination management, owning a small tourism business venture, account and revenue management, B.A.B. Tourism Management 8

10 operations management, customer service management, marketing and e-tourism with a variety of tourism organizations such as: tourism suppliers (airlines, hotels, restaurant/foodservice); attractions; wholesalers; retailers/distributors; destination management and marketing organizations. Graduates would also be able to assume a variety of positions with provincial and federal tourism boards and tourism/hospitality associations. The distinctive edge of a Bachelor s degree from the School of Hospitality, Recreation and Tourism is that students acquire professional experience while attending classes. That is, they obtain an "integrated" degree. The acquisition of professional skills is monitored and evaluated by faculty members and the business community throughout the program. Students will interact with the professional world through career placements and industry-linked projects, and will be guided by faculty with professional activities in research, education and industry. Graduates will have a competitive edge and be able to pursue a career in the tourism business world, or use their skills and expertise to continue on with graduate work. Program Learning Outcomes Students will be able to describe the theoretical foundations and principles of both business and tourism studies and will apply those theories and practices to the tourism discipline with specific applications to industry sectors such as lodging, resorts, attractions, tourism operators, distributors, tourist boards and small business suppliers. They will be able to identify and analyze the structural components of and interrelationships among various tourism sectors. Using this knowledge, they will be able to identify, consider and appraise economic, social, cultural, environmental, political and ethical variables affecting destinations and Canadian businesses and their success or failure. Students will be able to assess the economic forces affecting tourism on national, regional and local scales and identify the significance of various economic theories and constructs as they apply to the tourism industry. They will be able to identify and assess the growth patterns of international tourism and the factors influencing such trends. The program will prepare students to apply sound business principles to the development of a new business plan, to formulate and execute business strategies, and to apply appropriate management techniques for all segments of a business. For example, they will be able to B.A.B. Tourism Management 9

11 prepare and interpret basic financial reports, prepare balance sheets, and analyze the financial performance of a business. They will be able to apply strategies to optimize the effective use of human resources. Graduates will be able to analyze the legal and regulatory issues related to tourism industry management. Marketing is a key component of effective tourism management, and graduates will be able to evaluate and apply marketing strategies to promote tourism products, services and destinations, understand the role of strategic partnerships, explain the dynamics of consumer behaviour and tourist decision-making, and develop customer service strategies. Students will develop advanced skills in applying appropriate information software, technologies and strategies and the impact they have on organizational structure and functionality thus enabling them to design and manage strategies for business-to-business and business-to-consumer relationships in an electronic age. Students will develop specialized skills in the planning, development and management of tourism destinations and resources. They will understand the concepts, principles, and practices associated with tourism destination management including proactive, strategic and sustainable development approaches. They will be able to assess tourism impacts on society, culture, the environment and the economy and identify strategies for managing them. Students will identify the long-range global challenges facing the tourism industry and be able to appraise current and future issues, recognizing the various environments in which the tourism industry operates, and develop competitive and profitable strategic responses. In doing all this, students will adhere to professional, ethical and legal codes of conduct. In order to perform effectively, students will gain skills pertaining to professional presentations and business writing, as well as in investigating, analyzing and interpreting business data and information. These skills will give them the background to develop and articulate ideas, solutions and strategies for businesses in the tourism sector. In performing their analyses, students will reference a variety of sources and theoretical frameworks. Students will also be engaged in performing and organizing research, developing research tools for the tourism field, and in synthesizing and interpreting marketing data in order to recommend appropriate solutions. Students will be able to work effectively in groups or teams to achieve desired goals and outcomes and to cooperate and resolve conflicts constructively. B.A.B. Tourism Management 10

12 Linkage Between Outcomes and Curriculum Design A strong foundation in the evolution and principles of business and tourism is developed in early courses of years one and two. Advanced courses such as e-tourism Strategy, Strategic Planning and Management, Advanced Revenue Management and Entrepreneurship provide a more detailed examination of specialized areas of practice. The designated tourism electives also apply business and tourism foundations to specific industry sectors. Courses such as Principles of Leadership and Business Communications prepare students for the workplace and address ethical issues and limitations of knowledge. Students are introduced to multidisciplinary perspectives through the various breadth electives. Courses such as Research Methods and Statistics, in concert with the skills developed in other courses, hone students analytical skills. Theoretical, historical, social, economic, environmental and ethical contexts are introduced as appropriate within each course to provide a framework for critical analysis and practical application of the skills. Throughout the program, students engage in analyzing a series of business and management scenarios for which they will prepare recommendations and solutions. A variety of software applications used in various market segments are employed to provide students with opportunities to make business decisions within specific sets of everyday business and market parameters. Applied projects and/or case study analyses help students synthesize fundamental business concepts with tourism needs thus helping to bridge the gap between theory and application. The projects provide students with opportunities to develop processes and products from the idea stage through to execution. In doing so, students develop project management, time management, creative problem solving, analytical, communication, team work and business skills and employ both convergent and divergent thinking. The projects also provide a forum for practical and concrete discussion of ethics and professionalism. Carefully selected projects encourage students to extend concepts beyond familiar situations and to conduct independent research. In the development of their business/tourism strategies, students will be required to: assess both traditional and new business/tourism approaches and evaluate the strengths and limitations of each approach; evaluate influences on consumer behaviour; and synthesize research data. The projects reinforce and integrate business and tourism material covered B.A.B. Tourism Management 11

13 throughout the program and provide an opportunity for students to demonstrate mastery of many of the program outcomes. Student oral communication and presentation skills will develop as they discuss, prepare and present project findings, conclusions and recommendations, business strategies and product/marketing concepts. Project work will also encourage students to clearly state ideas, listen well, formulate independent judgements and articulate reasoned responses to arguments. Students will have ample opportunities to critically evaluate the judgements of others through reflection, review and evaluation. Written communication skills are addressed through case analyses, reports, essays, presentations, and data interpretations. In all of these situations, students must identify the most appropriate communication vehicles and strategies. Methods of Delivery The courses will be presented using lectures, tutorials, seminar groups, labs, case studies, demonstrations and independent research. The fundamental theories, principles and concepts will be presented through classroom lectures, demonstrations, directed readings and an analysis of the work of a variety of different practitioners. These fundamentals will be reinforced through student discussions, case analyses, labs using software models and real life business technology experiences where students will apply their learning to real situations. Most courses feature a tutorial where students explore, in detail, tourism specific examples and applications. In the preparation of their research and analysis, students will use major reference works, electronic/online databases, and corporate, government or education websites, in addition to their own primary market research. Students will be required to apply this research to complex situations in a variety of contexts and provide supporting arguments for their conclusions. Their analysis, synthesis and arguments will be presented in case analyses, short research papers, major essays, proposals and presentations. There will be at least one major documented research paper in each teaching semester. The students will formulate proposals derived from their research, test their theories in seminar groups or in assigned projects, and will present and debate their positions in simulated settings with other students and professors. B.A.B. Tourism Management 12

14 Nature of the Paid Co-op Work Term Experience Students will participate in one mandatory co-op work term of 14 weeks of professional experience. Students will be strongly encouraged to participate an additional, optional 14-week work term. Students will be able to select from a wide variety of opportunities in business and government sectors such as e-tourism distribution and product development, sales and marketing, special events, travel operations, tourism services, visitor management and destination marketing and management. During their work placement, students may have a variety of responsibilities including: revenue management, product development, destination representation, product costing and pricing, event planning, data organization and interpretation, advertising placement, brochure design and layout, hotel front office and sales, retail travel agency sales, and airline route planning and feasibility studies. Students will be supported by the School of Hospitality and School of Business Internship Office which provides tools and resources for securing placements. Each year, the Internship Office establishes new business contacts, permitting students to be better informed about businesses functions, needs and career opportunities. Students are responsible for identifying the nature of their internship experience, setting up an interview with the industry partner and discussing and agreeing to the job functions and proposed learning outcomes from the job experience. This process prepares students for real life job search skills. Employer Support Through its existing diploma-level programs in tourism and business, Humber has developed strong relationships with the industry. Employers will support the Bachelor of Applied Business (Tourism Management) in a variety of ways including providing co-op work placements, serving as guest lecturers and mentors, providing scholarships, and hiring graduates. In addition, we also have a very supportive Advisory Committee, some of whom have agreed to teach and/or mentor in the program. Letters of support from industry are included in this application. Recognition of Credentials Humber s Bachelor of Applied Business (Tourism Management) has the support of major industry associations. Several have stated their support for our program (letters attached). Humber fully supports the principles enunciated by these Associations and has incorporated B.A.B. Tourism Management 13

15 into its curriculum an emphasis on high standards of professional conduct and integrity. Additionally, the design of this program is expected to facilitate credit transfer to, and credential recognition by, other post-secondary institutions. This is based on the content and academic rigour of the program, the expertise of the faculty, and the fact that many individual courses offered by Humber are already recognized by universities in Canada, the United States and Australia. Currently, we have received credential recognition letters of support for this program from: University of Waterloo, Ontario (Faculty of Environmental Studies, Dept of Geography, and the Faculty of Applied Health Sciences, Dept of Recreation) Hong Kong Polytechnic University (School of Hotel and Tourism Management) University of Guelph (School of Hospitality and Tourism Management) University of Calgary, (Haskayne Business School -Tourism Management) University of Hawaii at Manoa (Hotel, Restaurant, Tourism and Transportation Administration) University of Nevada Las Vegas (William F. Harrah College of Hotel Administration) Originality of Program This degree is one of only a few in Canada to offer a broad business and management base and provide opportunities for application of these skills to a variety of tourism industry sectors. The degree is the only one in Canada to focus a significant portion of the curriculum on e- business by examining the technological foundations and systems endemic to tourism industry sectors and applying the principles of e- business to organizational structure, marketing distribution, business-to-business and business-to-customer relationships and strategic management. This curriculum framework parallels that of the University of Surrey (UK) the leading academic institution to focus on e-tourism. The degree is unique in its application of business theory and practice to high-level financial, revenue and strategic management of tourism business operations - curriculum content and skills rarely addressed to this extent in North American tourism degrees. Humber Overview The Humber Institute of Technology and Advanced Learning is one of Canada s largest community colleges with approximately 14,000 full-time and over 48,000 part-time registrants and corporate clients. Humber s mandate is to provide a comprehensive and balanced mix of B.A.B. Tourism Management 14

16 educational programs and services, which assist learners and corporate clients to identify and pursue educational, career and life goals. Humber provides a wide range of postsecondary, graduate, apprenticeship, career training, academic preparatory and continuing education programs in the areas of Applied Technology, Tourism and Hospitality, Business, Social and Community Services, Creative and Performing Arts, Health Sciences, Information Technology, Liberal Arts and Science, and Media Studies. The institution offers 150 full time diploma programs, 200 certificate programs and over 1,000 courses through Continuing Education. Humber has recently received Ministerial consent to offer four baccalaureate degrees, and jointly provides others with the University of Guelph and the University of New Brunswick. The University of Guelph-Humber opened its campus in September 2003 and enrolled 880 students in the fall of 2003, offering integrated diplomas and honours degrees in four years of full-time study. Additionally, Humber has a York University Senate approved transfer agreement for a number of Humber general education courses. Humber also has 21 formal transfer agreements with other Ontario, Canadian and international universities. Humber has a number of unique and specialized centres of excellence such as Corporate Education Services, the Centre for Employee Benefits, Transportation Training Centre, School for Writers, Canadian Plastics Training Centre, Sailing and Powerboating Centre, Digital Imaging Training Centre, Ontario Post-Production Training Centre, IT Certification Centre, The Language Centre and seven community job search/career planning centres which provide services to the unemployed. All of these entities provide a wide array of learning services for employers and individuals, many of which are fee-for-service offerings. Humber has been providing workplace specific training to employers for over 20 years to customers such as Husky, Magna, Boeing, Bombardier, Canada Post, Honeywell Limited, Hydro One and Longo Bros. Fruit Markets. Conference management services are also provided through Corporate Education Services. Humber s International Projects Office is involved in the design and delivery of customized training programs to assist with human resource development and technical updating in many parts of the world such as Malaysia, Bangladesh, India and China. Projects and training are B.A.B. Tourism Management 15

17 designed in conjunction with international partners to ensure that their specific needs are directly addressed. There were approximately 650 international students attending Humber in this past academic year. In addition, Humber has formal agreements with international universities, such as Ningbo University in China and the University of Shanghai for Science and Technology. Humber is recognized both nationally and internationally for its excellence, innovation and commitment to quality. It is the only college in Canada to be invited to join the prestigious League for Innovation, a consortium of twenty specially chosen college districts in North America, organized to stimulate experimentation and innovation in all areas of community college development. Humber Mission The mission at Humber is to strive for an open, respectful and welcoming educational environment which is responsive to the needs of our students, our faculty, our staff, our community and our nation. The institution proudly reflects the richness and diversity of the Canadian community: the many cultures, the economic backgrounds, the differing age groups, and the many ideas that have solidified our democracy. Humber staff aim for high standards of teaching and learning and are dedicated to anticipating the changes in society and to responding to those changes with practical but innovative programs and courses. The emphasis on the quality of programming, services, faculty and staff is the foundation of many of the Institution s practices and policies. To ensure a high level of quality, a rigorous quality assurance program has been established. The on-going professional development of faculty and staff is a key component in meeting our quality standards. Humber prides itself on its market responsiveness. In the last 10 years, the organization has implemented at least 60 new programs and cancelled 50 programs in response to market demand. Humber s emphasis on civility and harmony in the treatment of students, faculty and staff sets the tone for a constructive, nurturing environment that fosters creativity and facilitates excellence in the classroom and strong collegiality among the student body. At the same time, B.A.B. Tourism Management 16

18 prominence is given to having highly skilled, dedicated faculty members who project professionalism and provide positive role models for students. In this educational context, the Tourism Management program will thrive with its emphasis on high standards and professionalism. Enrolment Growth and Anticipated Faculty Growth We project an enrolment of 65 first-year students, with the cumulative enrolment in the program growing to 186 by year 4. We expect to have 1.2 full-time professors and.8 part-time faculty members for the first year of the program. By the fourth year of the program, the number of faculty will grow to 4.1 full-time professors and 2.7 part-time faculty members. Financial Capacity In reviewing the revenue and expense requirements for the start-up and operation of a four-year Bachelor of Applied Business (Tourism Management), subject to appropriate program weighting of operating grants and assuming 3 year slip funding, we estimate that the program will cover operating costs and overhead by the end of year 6. Revenue estimates are based on tuition at the university level for General Arts and Science programs and a college program weighting of 1.1 and assume an annual tuition increase of 0% for the first two years and 2% per year once the provincial tuition fee freeze has been lifted and an annual grant increase of 3% per year. Expenses reflect all direct academic costs, student services and administrative overheads, student bursaries, library services and facilities maintenance and enhancement costs. Expenses are expected to increase at an annual rate of 3%. B.A.B. Tourism Management 17

19 3. Program Abstract 3.1 Program Abstract Today s tourism business leaders seek employees who have both the knowledge and experience necessary to make immediate contributions to the workplace. This program in Tourism Management has been designed to meet the demands of employers for strategic skills such as critical thinking, communications, computer expertise, and leadership and decisionmaking. Humber has consulted with industry leaders to develop a rigorous curriculum that leads to the world of work, university-level post-graduate study, or professional schools. To meet these demands, the program combines the theory and knowledge of degrees in business administration and tourism studies with experiential learning in tourism industry sectors. In the first two years of the program, students will build a solid foundation of business knowledge in accounting, economics, marketing, finance, human resources, technology, operations management and business strategies, amongst others. In addition, students will be introduced to: the structure and dynamics of tourism industries; a more detailed examination of tourism in the Canadian context; and the technologies endemic to tourism industry management. In years three and four, students will focus on advanced tourism industry management and the application of technology in tourism strategic and marketing management and distribution systems. Students will be able to use software applications and apply advanced financial management skills to business operations and performance. In addition to a business operations and management focus, students will be able (through electives) to choose a specialization in tourism planning and tourism destination management. The program also emphasizes an international scope through case studies that reflect the global nature of the tourism industry. Career opportunities include business management, business analysis, destination management, owning a small tourism business venture, account and revenue management, operations management, customer service management, marketing and e-tourism with a variety of tourism organizations such as: tourism suppliers (airlines, hotels, restaurant/foodservice); attractions; wholesalers; retailers/distributors; destination management and marketing organizations. Graduates would also be able to assume a variety of positions with provincial and federal tourism boards and tourism/hospitality associations. B.A.B. Tourism Management 18

20 4. Program Degree-Level Standard 4.1 Degree Level Degree-Level Summary Types of Skills/Knowledge Required Tourism professionals must be knowledgeable about the structure, operation, and dynamic relationships of the tourism and hospitality industry. They must be able to take a responsible approach to tourism planning and management and preserve the tourism resources upon which the tourism industry is based. Because the tourism industry is international, students must understand its global nature and the implications of globalization on the Canadian tourism industry. They need to understand the tourists in the generating region or country as well as their motivations and factors determining their travel decision-making behaviour. The preparation and planning of resources in the destination region have to be carefully planned and managed so that host communities are not adversely affected by tourism activity. Graduates should understand the many uncontrollable forces that affect supply of and demand for tourism and travel products and the fluctuations that result from economic, social, political, technological and market influences. Future managers need to be fully conversant with the unique characteristics and interrelationships of the industry and its sectors. Tourism professionals must be able to balance the multi-faceted nature of tourism and the financial decisions required of managers on a daily basis. They must be able to keep abreast of the constantly evolving technologies in tourism businesses and be able to utilize these to gather and analyze data and market to the tourism consumer with profitable returns. They must be able to develop and apply principles of e-business to tourism organizations and incorporate these into dynamic marketing and strategic plans. Tourism graduates must have a strong foundation in senior-level business theory and practice and be able to apply these to the special dynamics of tourism businesses. To this end, tourism business professionals must be able to understand and apply concepts of accounting, financial management, marketing, human resource management, strategic and revenue management to tourism businesses. They must be able to prepare clear and concise recommendations in response to a wide variety of business scenarios, data sets and financial reports. Excellent B.A.B. Tourism Management 19

21 oral, visual and written communication skills are key abilities in the development of business proposals, plans and management reports. Because they must work closely with groups including senior management, government representatives, and consumers, tourism professionals must understand how to facilitate and participate in teams and be able to develop and maintain cooperative working relationships. A strong liberal arts base is a clear attribute for the tourism professional. They must be creative problem solvers and act as solutions-oriented strategists who are able to turn data into ideas and solutions. They must also be able to interpret and comply with all legal and regulatory requirements and fully understand and observe ethical business practice. Degree Level Overview The graduates of the Bachelor of Applied Business in Tourism Management will achieve a sound understanding of the principles in their field of study and will learn to apply those principles more widely. The program will provide graduates with a range of theoretical frameworks drawn from the social sciences, arts, humanities and business as a basis for critical analysis and innovative decision-making. The courses will afford students the opportunity to examine, dissect and reformulate the various principles of tourism and their impact on management in various tourism sectors. This analytical model will be accompanied by a multidisciplinary approach where philosophical, historical, psychological, sociological and other key aspects will be scrutinized in order to derive a holistic understanding of tourism and its environment. Superior analytical and problem solving skills, developed in both the core courses and in the general education component of the program, will enhance graduates capacities to meet the challenges of management in the tourism field. Over the four years of the program, students will move through four stages of conceptual and skill development: Stage 1: Knowledge acquisition and awareness where students will be introduced to new areas of knowledge and experience to broaden and deepen their existing knowledge Stage 2: Development of a conceptual and critical understanding where students will engage in a critical analysis of texts, fields of knowledge, concepts and practices and where they will test their analyses against known understandings, practices and simulated models. Stage 3: Practical experience where they will synthesize their knowledge and understanding, acquire practical experience, skill and opportunity for creative thinking in a range of activities, and where they will receive and give feedback on their performance; and B.A.B. Tourism Management 20

22 Stage 4: Critical reflection where students will reflect on their new knowledge and understanding and their learning experiences and performance to develop a new awareness and higher level of understanding. The program will commence with the acquisition of an understanding of the underlying principles of business and tourism and the development of appropriate skills and then go on to a program of staged development progressing to increasingly independent and focused learning. Early courses in the program are designed to foster the skills and knowledge required for more advanced study. The initial courses will introduce disciplinary debates and methodologies and pay particular attention to the development of analytical skills. The program employs a wide range of teaching, learning and assessment tools. It emphasizes theory, concepts, simulations and data interpretation and is designed to develop students intellectual powers and their ability to communicate effective solutions and recommendations. Depth and Breadth of Knowledge in the Field Students will gain a firm understanding of tourism concepts and principles, including a familiarity with its institutions, structure, operations and global nature. Through the introductory tourism courses Tourism & Hospitality Industries and The Structure of Canadian Tourism, students acquire an important overview of business in general and tourism in particular. Courses such as Accounting, Marketing, Business Systems, Human Resources, Financial Management and Organizational Behaviour encompass the internal aspects, functions and processes of organizations including an analysis of their diverse nature, purposes, structures, governance, operations, management and common business practices. These courses address the theories, models, frameworks, tasks and roles of management. In this way, students develop a clear understanding of the practice of management. The B.A.B. Tourism Management examines the origins of tourism, how the field of study has evolved and changed and how principles have been applied in diverse situations. Students gain insight into the forces shaping and advancing tourism in such courses as Consumer Behaviour, E-Tourism Strategy and Marketing, Tourism Marketing, Sales and Distribution, and Global Tourism Economics. They will explore the nature, impact and meaning of tourism, giving them a broad understanding of what is now a major world phenomenon, in such courses as Tourism & Hospitality Industries, Structure of Canadian, Global Geography and some of the tourism B.A.B. Tourism Management 21

23 electives. Historical, social, political, cultural, environmental, economic and geographic issues are covered in these same courses and provide a sound platform for understanding the dynamic nature of tourism and its sectoral interrelationships. The nature and characteristics of tourists, patterns and characteristics of tourism demand (and influences on such demand), an understanding of ways in which tourists behave at destinations, and the cultural significance of tourism for tourists and countries are addressed in such courses as Consumer Behaviour, Tourism Economics, Tourism Impact Assessment, and Tourism Destination Development and Management: International Perspectives. Students will address issues around the management of human, physical and financial resources of tourism businesses in courses such as Organizational Behaviour, Human Resource Management, Customer Service, Entrepreneurship, and Business Information Systems. Students will also be able to apply a broad range of business skills from these courses to specific tourism industry sectors in the tourism electives Food and Beverage Management, Gaming and Casino Operations Management, Hotel Operations Management, Ecotourism, Tourism Speciality Product Development and Marketing, and Tourism Event Management. Students will examine issues pertaining to ethics, law, and accountability in courses such as Business Law, Business Information Systems, Ethics and Moral Theory, and Entrepreneurship. These courses encourage students to take a responsible approach to tourism planning, the management of tourism businesses and tourism environments. A significant emphasis on case analyses and practical examples will provide students with an understanding of how principles of management in tourism organizations are applied in complex areas. In advanced courses such as the senior-level Financial Management, Strategic Planning and Management, and Advanced Revenue Management courses, students will apply underlying concepts and principles in a practical managerial setting. Depth and Breadth of Knowledge Outside the Field The program will provide students with a range of theoretical frameworks drawn from the social sciences, art, humanities and business as a basis for critical analysis and innovation decisionmaking. The blending of liberal arts with program specific curricula offers opportunities for the enhancement of the workplace skills of graduates from this program, and the knowledge and understanding they need to take leadership roles in their professions and the broader community. Breadth courses are organized into the following categories: Arts and Literature, B.A.B. Tourism Management 22

24 Social Sciences and Humanities, Natural Sciences and Technology, and Interdisciplinary/ Complementary Breadth (which could include either interdisciplinary courses or broad-based courses outside the main field of study, e.g., sufficiently broad-based Business course for a non- Business student). Students will take a total of 11 courses outside of (or linked to) the discipline from at least three different categories. At least two courses will be at an advanced level. The breadth courses will offer students an analytical framework through which to observe and learn about themselves, their vocational area of study, and their society and culture. These courses offer a perspective that encourages self-reflection and critique and new opportunities for a rigorous exploration of the relation between the self and others, social and political institutions, ethics and action, art and culture, and science and the natural world. They are centred in, but not necessarily limited to, the liberal arts and sciences. These courses may be grounded in the modes of analysis of a particular discipline or they may assemble and integrate the insights of several subject areas in an interdisciplinary manner. The original design and ongoing development of breadth courses is guided by five goals: Lifelong Learning: To afford students an opportunity to develop a foundation of knowledge and skills necessary to a life of learning and adaptation. Self-knowledge: To help students develop the ability to critically analyze the forces that shape their values, ideas, and personal circumstances so that they can cultivate a thoughtful, realistic, and positive sense of themselves. Global Perspectives: To help students understand the global forces that are shaping their local community, through an examination of diverse theories, narratives and histories about the environment, work, family, marketplace, politics, arts, sciences, and technology. Citizenship: To provide the community with educated graduates who are ethical, professional, and productive in the public workplace and who are informed and engaged citizens. Relevance: To evolve in a manner that is responsive and relevant to students and the changing circumstances in which they live. B.A.B. Tourism Management 23

25 Conceptual and Methodological Awareness Courses such as Tourism and Hospitality Industries, The Structure of Canadian Tourism, Consumer Behaviour, Organizational Behaviour, Ecotourism, and Strategic Management and Planning will address disciplinary debates and common methods of enquiry in the field. The tutorials and seminars associated with most courses in the program will provide opportunities to explore issues and recent research findings which have implications for the current area of study. Courses in years 3 and 4, particularly, will encourage students to challenge specific facts, theories, paradigms, principles and concepts and to articulate new ways of looking at subject matter. The Research Methods course will assist students in assessing and critically evaluating evidence with reference to methodology and source of data. Both Research Methods and Statistics will promote the ability to critically analyze and interpret data and to appraise its strengths and weaknesses. These skills will be further honed through the applied business project, research papers and case analyses completed by the students. The program will stimulate the development of an inquiring, analytical and creative approach to business and encourage the acquisition of independent judgement and critical self-awareness. The use of active learning through case analysis and project-based inquiry will encourage the development of both students capacities for independent learning and their ability to work with others. It will not only develop students abilities to solve problems in a creative way, but also to identify and redefine problems and to raise and address appropriate issues and make decisions. Students will be required to present and evaluate relevant recent research findings and to sustain persuasive and logical arguments that challenge underlying assumptions from a number of informed perspectives in their tutorial/seminar discussions, research papers and case analyses. The program will require students to undertake significant and sustained periods of independent study in the form of an applied business project in the last year of the program. This requires students to apply knowledge and experience so as to make appropriate decisions in variety of contexts. They will be able to break down an argument, task or body of evidence and deal effectively with its component parts, to bring evidence or ideas from different sources and of different sorts together in a productive way, to identify and present key elements of an B.A.B. Tourism Management 24