BACHELOR DEGREE IN TOURISM & HOSPITALITY MANAGEMENT

Transcription

1 BACHELOR DEGREE IN TOURISM & HOSPITALITY MANAGEMENT Academic Year TEACHING GUIDE AREA: Advanced Operations SUBJECT: International Hosp. Management PERIOD: Semester 8 Lecturer: Ms. Daniela Freund daniela.freund@tsi.url.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 BACHELOR DEGREE IN TOURISM AND HOSPITALITY MANAGEMENT AREA: SUBJECT: CODE: Advanced operations International Hospitality Management OB8AOP-IV TYPE: Compulsory YEAR: 4th ECTS CREDITS: 3 SEMESTER: 8 LANGUAGE: English LECTURER/S: Ms. Daniela Freund. Subject objectives: The subject, delivered in seminar format, aims at exploring trends that are shaping the international hospitality business. To be game-changers young professionals need to understand how to manage businesses within a framework of global economic uncertainty, high competition and value-conscious consumers. An introduction to hospitality management and general trends shaping the hospitality industry will be reviewed. Focus on relevant trends related to embracing the world online and ensuring brand delivery through multiple channels is the objective of Block. In collaboration with Business Policies and CSR in Block 2 a specific management format (franchising) will be analysed applying a real-life case study approach involving the view of owners, hotel managers, hotel consultants and hotel operators. The lectures will be delivered by guest lecturers, all relevant gamechangers in their field. 2. Competencies developed Type Name Indicators General G3. Initiative and entrepreneurship skills 5, 6 G7. Teamwork and collaboration, 2, 3, 4 G9. Sensitivity and intercultural awareness 2, 6, 9 G0. Orientation towards others/the clients, 3 G2. Directing people, 2, 3, 6 Specific E3. Recognize the main tourism, 2, 3, 4 stakeholders as well as the most important political and administrative structures E4. Understand the dynamics and 3, 6, 7

3 Basic evolution of tourism, its markets and segments E2. Be able to define objectives, strategies and apply commercial campaigns. E7. Understand how destinations, tourism structures and the private sector operate and are inter-related on a global basis B. Be able to acquire, understand and structure knowledge B2. Be capable of applying the area knowledge B3. Be capable of searching data from different sources to solve problems, reflect upon situations or take decisions. Being able to communicate information and/or knowledge in its mother tongue and/or, at least, in two further foreign languages B5. Be able to learn autonomously and continuously 3, 5 2, 3, 4, 5, 6 2, 3, 5, 2 2, 3, 5, 2, 6 3 Content Week Block Theme Content 28.0 Introducing the name of the Hospitality and trends Introduction to the syllabus Hospitality, theoretical understanding game 2 Trend reports setting up the stage Tuesday h Block. Game changers: Embracing the online world Introduction to IT and marketing trends shaping the hospitality business Millennials IT trends shaping the industry Guest lecturer: Florencia Cueto, HTSI

4 Friday h Extra session Tuesday PMS, their relevance and management advantages in hotels Property Management Systems Guest lecturer: Jorge Gutiérrez, PMS expert. Visit to Cotton House Hotel, an Autograph hotel by Marriott Revenue Management, a key tool to maximize profitability Online reputation, are we friends? Revenue Management within the hospitality industry and outside the sector? Guest lecturer: Jordi Gallego, RM expert Online Reputation Guest lecturers: Neil James VP Account Management and Guillem García - Account Manager ReviewPro Review Block Open book exam IT Assessment Presentation of Part Block 2. Game changers: Innovating in mature markets Online world vs. day to day operations Introduction to the case study Franchising system Guest lecturer: Peggy Amelung & Rosa Domingo, Amelung & Partners Hosp. Consulting Guest lecturers: Gîtes de France Anahilia Stredel Laurent, Directrice Gîtes de France Pyrénées Orientales IT Assessment Submission Part 2 Franchising model literature review Explanation of the Guest lecturer: Bruno Hallé Founding Partner, Magma Consulting

5 Hilton Hotels & Resorts Hotel Alexandra, Doubletree by Hilton Tutorial session Visit to game changing hospitality concepts Wrap up session Guest lecturer: Carlos Miró Business Development Manager Spain & Portugal, Hilton Hotels & Resorts Visit to the hotel and conferences by the management team Individual tutorials with the teams to review the case study (in class) Visit to relevant hospitality-related concepts (poshtels) 3. Learning activities and distribution of work load: Week In attendance (Theory and Practice) Presentation lecturer Class exercises Discussion 2 Presentation lecturer Class exercises Discussion H Supervised H Independent H 2 Readings 3-5, Preparation trends exercise 2 Readings: Guest lecture 2 Readings -2 3,5 4 Guest lecture 2 Preparation Block, part 8,5 Complementary readings Study time exam 5 Guest lecture 2 Preparation Study time 2 2 2

6 exam Block, part Reading 7 2,5 6 Guest lecture 2 Study time 7 Guest lecture Exam & Assessment block, part 2 Preparation Block part 2 8 Guest lecture 2 Preparation Block part 2 9 Guest lecture 2 Readings Presentation lecturer Class exercises Discussion 2 Readings 8- Preparation Block 2, part 4,5 Guest lecture 2 Preparation Block 2, part 2 Guest lecture 2 3 Visit to case study hotel and presentations by management team 5 4 Tutorial session block 2 5 Visit to hospitality concepts 6 Interactive wrap up session lecturer and students 2 Feedback tutorials 3 Preparation Block 2, part 2 2 Preparation Block 2, part 2 exam Complementary readings 2 Complementary readings Complementary readings Hours TOTAL %

7 4. Assessment activities Regular examination call Activity type I/G Ext. (words) Block. IT Assessment (part ) Block 2. IT Assessment G (2-4) G (2-4) Delivery date Percentage Assessed competencies tbc G7, E3, E4, B3, tbc G7, E4, B3, (part 2) Exam Block I n/a G3, E3, E4, E2, E7, B, B2, B3, Block 2. Franchising (part ) Block 3. Franchising (part 2) I tbc G2, E3, B3, G (2) tbc G3, G7, G9, G0, G2, E3, E4, E2, E7, B, B2, B3, Assessment comments regular examination call: The grades of the s will be averaged only if the exam and Part 2 of the Franchising are marked 4.0 or higher. If not, the resit conditions are applicable and individual improvements should be presented at the resit examination call. Assessments should be uploaded on the Moodle on time: no later than 5 pm on the indicated dates. Those s that are not uploaded on time will be graded with a 0 and will be averaged with the other grades. For all s the HTSI referencing guidelines, cover page, format and lay-out instructions should be used appropriately. Late submission: permission to submit an late may be granted by the lecturer. Permission is dependent upon valid reasons and may be refused. Valid reasons are, for example, an extended illness or unforeseen personal difficulties. If a late submission is approved, you will be given written confirmation of the alternative submission date. The maximum extension to any submission

8 deadline is normally 2 weeks. Unless the reason for lateness makes this impossible, permission for late submission must be sought at least 4 days in advance of the submission deadline. Where late submission is requested on medical grounds, a medical certificate must be provided. Resit examination call Activity type I/G Ext. (words) Block. IT Assessment (part ) Block 2. IT Assessment Delivery date Percentage Assessed competencies I tbc G7, E3, E4, B3, I tbc G7, E4, B3, (part 2) Exam Block I n/a G3, E3, E4, E2, E7, B, B2, B3, Block 2. Franchising (part ) Block 3. Franchising (part 2) I tbc G2, E3, B3, I tbc G3, G7, G9, G0, G2, E3, E4, E2, E7, B, B2, B3, Assessment comments resit examination call: If the student fails the first evaluation he/she will need to retake the failed s on an individual basis. At the resit examination call, the grades corresponding to the submitted s will be accounted for, though the maximum grade for s submitted at the resit is a 5. Repeating students without attendance: not applicable this year

9 5. Compulsory readings Reading Reading 2 Reading 3 Reading 4 Reading 5 Reading 6 Reading 7 Reading 8 Reading 9 Lashley, Conrad (2000). Towards a theoretical understanding, in Lashley, C. and Morrison L. (eds.) In search of hospitality: theoretical perspectives and debates. Oxford: Butterworth-Heinemann, Chapter, 2-7 Nº pages 5 Hours,5 Brotherton,Bob and Wood, Roy (2000). Hospitality and hospitality management, in Lashley, C. and Morrison L. (eds.) In search of hospitality: theoretical perspectives and debates. Oxford: Butterworth-Heinemann, Chapter 8, Nº pages 22 Hours 2 Deloitte (204) Hospitality 205: Game changers or spectactors? Deloitte Nº pages 79 Hours 4 Euromonitor International (204) WTM Global Trends Report 204.Euromonitor International Nº pages 55 Hours 3 Report 2020 Hotel Trend Report, Hotel News Now (204) Nº pages 32 Hours,5 Lecinski, Jim (20) Winning the zero moment of truth [Internet] Ebook Google Collections. Website: [Accessed January 9 th, 205] Nº pages 73 Hours 7 Hotel News Now. The impact of the sharing economy on hotels. An analysis of AIRBNB and alternative accommodation. Hotel News Now report website. Nº pages 26 Hours 2,5 Diaz-Bernardo, Ramón (200). Franchising Fundamentals and developments, in Enz, Cathy (ed.) The Cornell School of Hotel Administration handbook of Applied Hospitality Strategy. London: Sage publications, Chapter 39, Nº pages 7 Hours,5 Altinay, Levent and Okumus, Fevzi (200) Franchise partner selection decision making, The Service

10 Industries Journal, Vol. 30, No. 6, June 200, Nº pages 7 Hours 3 Reading 0 Wang, Catherine and Altinay, Levent (2008) International franchise partner selection and chain performance through the lens of organizational learning, The Service Industries Journal, Vol. 28, No. 2, Nº pages 3 Hours 2 Reading Altinay, Levent (2006) Selecting partners in an International Franchise Organisation, International Journal of Hospitality Management, 25, Nº pages 20 Hours 3 Total Nº pages 369 Hours 3 Recommended readings Clarke, Alan and Chen, Wen (2007). International Hospitality Management. London: Routledge Please, take note of the following links: _economy_is_trust

11 6. Lecturer Ms. Daniela Freund Lecturer and Director of Undergraduate studies She joined HTSI in 2,000 as a lecturer and researcher. She is currently appointed as Director of Undergraduate studies. She has published several papers in the area of marketing and innovation (see HTSI s website for details). University Master in Marketing by UAB, Degree in Tourism and Hospitality Management (Ramon Llull University), Diploma in Hotel Management by Hotel Management School, Les Roches, SHA, Switzerland and PDP certificates from the School of Hotel Administration at Cornell University, USA. She has several years experience in hospitality-related companies in Germany and Spain (Regent/Four Seasons Hotels & Resorts and Trust International), followed by a four-years freelance consultancy period assisting leading hospitality companies in Spain. 7. Observations The seminar format implies that attendance to classes is highly recommendable. It is not guaranteed that there will be hand-outs provided by the guest lecturers thus note taking during class is beneficial also for evaluation purposes. The block. Exam will include questions related to the guest lecturers as well as reflections on the provided support documentation. The Block 2. Case Study on franchising systems: Hilton Hotels & Resorts is aligned with Business Policies and CSR. The multidisciplinary approach enriches the content for both subjects. Please refer to HTSI s norms of submitting written s. Computer use is permitted exclusively for academic purposes (note taking, searching information related to the subject and the discussion in class...) It is forbidden to use mobile phones during the sessions, unless otherwise indicated. Punctuality is mandatory.