University Master Degree in Innovative Hospitality Management Academic Year: 2015-2016 Teaching guide Area: Redefining the Hospitality Experience Subject: Redefining the Hospitality Experience Period: Semester 1 Lecturers: Mr. Maurici Segú Sendra Publication for the exclusive use of the School of Tourism and Hospitality Management Sant Ignasi (Ramon Llull University). Total or partial reproduction is prohibited.
MODULE: INNOVATION AND ENTREPRENEURSHIP IN HOSPITALITY AREA: REDEFINING THE HOSPITALITY EXPERIENCE SUBJECT: REDEFINING THE HOSPITALITY EXPERIENCE CODE: M033.RHE LANGUAGE: ENGLISH YEAR: 1 PERIOD: SEMESTER 1 CREDITS: 5 ECTS 1. Subject objectives 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 very 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 non-differentiated). 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 Basic B09 - Can communicate their conclusions, and the knowledge and rationale underpinning these, to specialist and non-specialist audiences clearly and unambiguously Transversales T02 - Relationships and Teamwork: ability to understand the views of others and cooperate in achieving common goals. T04 - Change management: ability to initiate or manage change 1
Specific E02 - Innovation: being able to create new products, services, experiences or processes based on market opportunities or competitive advantages of companies or hotel organizations. E05 - Orientation towards the hospitality experience: being able to identify and meet customer needs by guiding the organization to produce genuine and memorable experiences imbued with the core values of hospitality. 3. Content Week 0 Session 1 (Oct, 02/2015): Personal Innovation Explain your life with 9 images Develop a new CV concept Identifiy and connect with your passions and talents. Session 2 (Oct, 09/2015): What?s Innovation in management? Innovarout Methodology: How to generate new ideas? Are my ideas important? How to build realities from ideas?. Session 3 (Oct, 16/2015): How does Hospitality industry behave about Innovation? Marketing & Innovation in Hospitality Industry. Session 4 (Oct, 23/2015): Main trends in Hospitality industry Airbnb Singular hotels around the world (*) Visiting Innovative Hotels: AXEL Hotel (Barcelona). Session 5 (Oct, 30/2015): Special Guest: Mr. Bogdan Petrescu, who will talk about?branding & Innovation in the Hospitality Indusyry.. Session 6 (Nov, 06/2015): Visiting an innovative Hotel: TBC the hotel. Session 7 (Nov, 13/2015): Group Presentations. Session 8 (Nov, 27/2015): Group presentations and Last Concepts & Messages. 4. Teaching methodology Student Presentations (individual or group). Real life is about seduction Role-plays. Think out of the box Guided Tours. Connect with reality 5. Assessment activities Regular examination call Hotel Conceptualisation: How to create an innovative idea in order to position a hotel in a very special way. (Nov, 20/2015) Supervised project (Group - 40%) 2
Solve some questions about the main concepts of theses sessions (Nov, 27/2015) Final exam (Individual - 40%) Proactivity, participation, quality inputs during all our sessions together. Academic Work (Individual - 20%) Resit examination call Supervides project Supervised project (Individual - 100%) Repeating students without attendance: regular examination call Supervised project (Individual - 100%) Repeating students without attendance: resit examination call Supervised project (Individual - 100%) Follow-up meetings Week 3 Week 7 Week 13 3
6. Bibliography Recommended readings? Goleman, D.; Boyatzis, R. y Mckee, A., (2002). The blue ocean strategy. Barcelona: Plaza & Janés? Kjell A. Nordstrom (2008). Funky business forever. Verganti, R. 2009. Design-driven innovation: changing the rules of competition by radically innovating what things mean. Harvard Business Press. Boston, Massachusetts. 7. Lecturer/s Mr. Maurici Segú Sendra - maurici.segu@htsi.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 Last 2012 he founded his own company, Innovarout. This company is focused on high innovation solutions for companies from touristic sector, specially focused on hospitality. But he is also involved with other sectors such as football clubs, pharmaceutical companies or automobolistic sector. 8. Observations 4