Module Details

Module Code: TOUR8006
Title: Tourism Strategy Analysis
Long Title: Tourism Strategy Analysis
NFQ Level: Advanced
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: 2 programme(s)
Module Description: This module introduces concepts and practices of strategic management and develop skills in strategic thinking. It concentrates on the internal, external, competitor analysis in the business environment and how the process of strategic management adds value to tourism & hospitality organisations.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Recognise the core concepts of strategic management and how they may be integrated as part of a successful business model.
LO2 Appraise visions, missions and key objectives that deliver critical success factors for tourism/hospitality organisations.
LO3 Evaluate micro and macro forces and their implications in operating a strategic tourism/hospitality business.
LO4 Recognise the importance of competitor analysis and apply techniques in the analysis of competitive forces in business.
LO5 Evaluate functional level strategies and methods that a tourism /hospitality organisation can use to improve the effectiveness of their operations for competitive advantage.
LO6 Analyse and synthesise key data relevant to the tourism/hospitality industry and case study analysis.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Strategic Management Process
Introduction to the Strategic Management Process. Strategic visions, missions, setting objectives, decision making and leadership in the tourism & hospitality organisations.
Organisation Scanning & Internal Analysis
Internal analysis of resources, capabilities, competencies and culture within the organisation and diagnosis of strengths and weaknesses.
Environmental Scanning
External analysis of non-competitive influences that may present opportunities for the organisation or threats to mitigate.
Functional Level Strategy and building Competitive Advantage
Functional level strategies that help the tourism & hospitality business develop a competitive advantage through greater organisation effectiveness. Generic building blocks of superior performance and linkages across the value chain.
Competition and Competitor Analysis
Competition and competitive forces, models in competitive strategy. Developing KSF's, market opportunities, durability of competitive advantage.
Industry Analysis
Industry lifecycle analysis, tourism & hospitality industry analysis.
Corporate Ethics
Social responsibility, ethics and whistleblowing.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 50
Timing Week 9 Learning Outcomes 1,2,3,4,5,6
Assessment Description
Case Study Analysis. Students will submit three parts of the case study in three stages over weeks 3 to 7 and will get formative feedback prior to final submission. Final submission approx. 2,500-3,000 word count.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4,6
Assessment Description
End of Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory & Principles Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent Reading & Learning Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory & Principles Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent reading & learning Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • A. Strickland, Margaret Peteraf, John Gamble, and John Gamble. (2021), Crafting and Executing Strategy: Concepts : Concepts, 23rd. 12, McGraw-Hill US Higher Ed ISE, p.613, [ISBN: 9781264364725].
  • Nigel Evans. (2020), Strategic Management for Tourism, Hospitality and Events, 3rd. 6, Taylor & Francis Group, p.815, [ISBN: 9780429794544].
  • Charles W. L. Hill, Gareth R. Jones, Melissa A. Schilling. (2015), Strategic Management: Theory: An Integrated Approach, 11th. p.528, [ISBN: 9781285184494].
Supplementary Book Resources
  • Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson. (2015), Strategic Management: Competitiveness and Globalization- Concepts and Cases, 11th. p.896, [ISBN: 9781285425189].
  • Jeffrey S. Harrison and Cathy A. Enz. (2009), Hospitality Strategic Management, 2nd. Wiley, p.696, [ISBN: 9780470083598].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OHMGT_8 Bachelor of Business (Honours) in Hospitality Management 7 Mandatory
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 7 Mandatory