DEGREE IN TOURISM AND HOSPITALITY MANAGEMENT

DEGREE IN TOURISM AND HOSPITALITY MANAGEMENT 2012-2013 Academic Year Programme Guide MODULE: Innovation and Entrepreneurship PERIOD: Semester 8 Lecturer: Ms. Tugba Kalafatoglu Publicación para el uso exclusivo de Turismo Sant Ignasi (ESADE, Universitat Ramon Llull). No se permite su reproducción total o parcial. 1

Tourism & Hospitality Management Degree COURSE SYLLABUS COURSE: Innovation and Entrepreneurship MODULE: International Tourism and Hospitality Management CODE: OB8BST-IV COURSE TYPE: Compulsory Year: 4 ECTS CREDITS: 3 ECTS SEMESTER: 8 LANGUAGE: English LECTURER: Tugba Kalafatoglu 1. General description of the course: Entrepreneurship and innovation are important drivers for success in any industry. This is particularly so in the dynamic and rapidly evolving hospitality and tourism industries worldwide. There is a need for an entrepreneurial approach to management in both the development of new businesses and in existing businesses. This module deals with the key issues of entrepreneurship, product development, innovation and creativity in the Tourism and Hospitality sectors. Taking both a theoretical and practical approach it analyses the importance of entrepreneurs, how to develop a new service/product idea, how to be innovative and identifies the supports that are available. It challenges students to think outside the box in terms of how to develop new business/product ideas. The aims of this module are to- develop a critical understanding of the nature of enterprise, entrepreneurship and innovation within the hospitality and tourism industries together with actual entrepreneurial competence/skills. The module will consider entrepreneurship in a range of hospitality and tourism business contexts large and small businesses, private and public sector businesses, regional, national and international businesses. examine the nature and implications of the considerable body of entrepreneurship theory. encourage greater awareness of entrepreneurship and innovation amongst students and to develop entrepreneurial competencies. 2. Competencies developed within the course: Type Name Indicators General G6 Interpersonal Empathy/Comprehension: 1, 4 understand other people s emotions, understand their point of view and be genuinely interested in their concerns. G7 Team work and collaboration: cooperation and 1, 2, 3, 4 create team spirit. G11 Planning and organization: reflects a constant concern for minimizing uncertainty in the environment and comply with established 1, 2, 3 2

quality parameters. It supposes an ability to elaborate clearly defined, logical plans for one, and for others, prioritizing tasks in accordance with criteria of time, importance and urgency. Specific Lead and manage (Management) different types E13 of tourism organizations. 1, 2, 3, 4, 5, 6, 7, 8 Basic B1 Be able to acquire, understand and structure 1, 2, 3, 4, 5 knowledge B2 Be able to apply knowledge 1, 2, 3, 4 B3 Be able to search for and manage information in 1, 2, 3, 4, 5, 6, 7 order to solve problems, transmit reflective judgments and/or make decisions B4 Be able to communicate information and/or 1, 2, 3, 4, 5, 6, 7, 8 knowledge in one s mother tongue, as well as in at least two foreign languages B5 Be able to learn autonomously and continuously 1, 2, 3 3. Content 1. Entrepreneurship, definition, role and expectation. Entrepreneurial motivations and types. 2. Entrepreneurship in Tourism and Hospitality industries in the World. 3. Entrepreneurship opportunities in tourism. Entrepreneurial skill for Travel, tourism and hospitality trade; problems of entrepreneurship in Travel trade. 4. Types of Entrepreneurs and entrepreneurial competencies 5. Supports for enterprise - families, government, etc. 6. Generating new product/service idea and developing a business plan 7. Innovation, definition, role and expectation. 8. Being innovative - including a tutorial in creative thinking techniques 9. From idea to reality 10. The Economic impact of new service/product development 11. The importance of networks and marketing 4. Required Readings See separate list of required readings. 5. Compulsory exercises and assessments There is no mid-term or final exam but instead of exams, it will be two projects. The two projects will be Observatory http://www.obsebre.es/ and Keytel Corporation www.keytel.es Detailed information is attached Project Feasibility Analysis: Two projects will be done as explained below. Project identification and selection, project formulation, Project appraisal and appraisal criteria, Generation and screening of ideas; product planning and development process; market and demand analysis, technical analysis, financial analysis, competitor analysis 3

ASSIGNMENTS The following are the Key Result Areas for all written assignments. Read them very carefully before you start any assignment and again before you turn it in. Rigor of Analyses. Your group s term paper and your mini cases (executive briefings) should bring in all course content. Don't spend time restating the facts given in the case; you should assume some knowledge of the company. For the small cases, remember that strategic decisions often have key elements that cannot be quantified a full analysis must include all relevant factors. Also, all assumptions must be realistic and justified with sound logic. Realistic Recommendations. You will be graded on whether you are aware of organizational realities that may act as barriers to certain strategies (e.g., politics, culture, and informal rewards). Also, consider the organizational consequences and changes necessary to initiate any bold moves. Clarity of Writing. For the most part, papers should be addressed to a managerial audience. This means that you should outline carefully, write clearly, and include an executive summary (see the format guidelines for the group term paper). Given that the writing and analysis will probably be divided up among your team for the term paper, make certain that the paper reads smoothly (e.g., consistent writing style, format, etc.). All written assignments are to be completed on time and in a professional manner. Written assignments are to be word processed, stapled (if more than one page), and with a complete heading: Name Title of Assignment Course Number and Section Assignment Due Date Instructor name Pages numbered Team Number PREPAREDNESS & PARTICIPATION A key to educational success is class preparation and participation, Active class participation is required. Class activities cannot be made up if the class is missed. No other assignment will be given to replace or make up this work. An occasional absence will be the sole responsibility of the student. Missed work and assignments will also be the sole responsibility of the student. PROMPT ATTENDANCE Lateness, as well as early departures, are rude and disruptive and may be penalized. Occasional lateness is defined by the instructor as a one-time occurrence. If an 4

individual is late, please take the seat nearest the door and quietly begin to participate by having books and other materials ready. If transportation issues are preventing you from being on time, please inform us. If you have questions at any time during the semester, please ask. CASE STUDY PRESENTATION & ANALYSIS Due Date: You will have two cases. First one is Observatory which is between January to March then other one Keytel between March to June. More detailed information about the cases is attached. 6. Learning activities and distribution of work load Type Activity Hours EA Contact Hours Lecturer explanations 20 Case discussions 5 Exercises 5 EA Directed study Case analysis 45 Exercises 5 EA Self study Article readings 20 Case readings 20 TOTAL 120 7. Methodology and sessions chart Explores the entrepreneurial processes in the context of tourism and hospitality industries. Using an entrepreneurial idea, students will apply problem solving and decision making for strategic and general management of entrepreneurial ventures. 1. Entrepreneurship, definition, role and expectation. Entrepreneurial motivations and types. 2. Entrepreneurship in Tourism and Hospitality industries in the World. 3. Entrepreneurship opportunities in tourism. Entrepreneurial skill for Travel, tourism and hospitality trade; problems of entrepreneurship in Travel trade. 4. Types of Entrepreneurs and entrepreneurial competencies 5. Supports for enterprise - families, government, etc. 6. Generating new product/service idea and developing a business plan 7. Innovation, definition, role and expectation. 8. Being innovative - including a tutorial in creative thinking techniques 9. From idea to reality 10. The Economic impact of new service/product development 11. The importance of networks and marketing 5

8. Evaluation activities Attendance & Participation 20% 1st Case Study Presentation and Report Observatory 30% 2nd Case Study Presentation and Report Keytel 50% Total 100% Retakes It will be a retake as preparing a new report and presentation on a new case. 6

This module will facilitate learning through a combination of lectures, workshops, exercises, debates and seminar presentations. Key to the module will be the engagement of students in seminars and an enterprise feasibility study. The latter will include engagement in innovative activity. Students in groups will prepare a seminar presentation of their review and lead. A group feasibility study focusing on the development of a business enterprise will be used to provide an opportunity for the application of theory and techniques to a real life project. This will facilitate the development of personal and team entrepreneurial competence. Students will also learn from readings which is carefully linked to the workshops/exercises, enabling them to think about entrepreneurship and enterprise both generically and in the hospitality and tourism industries. 9. Lecturer Tugba Kalafatoglu Tugba Kalafatoglu is currently a PhD candidate at ESADE. She holds a bachelor s degree in political science with honors from University of Nebraska at Omaha and master s degree in international affairs, law, and business from Georgetown University, USA. She is an entrepreneur, a business and political consultant, speaker, and seminar leader who speaks nationally and internationally on topics including cross-cultural management, strategic management, campaign management, city branding, international business, entrepreneurship, globalization, lobbying, leadership & organization, and presentation skills. She works as an advisor to governments, international companies, and academia. She was the president of American Communication Association in 2008-2009. She has won numerous awards, including Outstanding Young Person of the World GOLD Pollie Award (Oscar of Political Advertising) in 2010 Who s Who in the World, Who s Who in America, and Who s Who in Finance and Business. 7