Module Details

Module Code: EVNT B8Z03
Full Title: Strategic Management for Hospitality and Events
Valid From:: Semester 1 - 2014/15 ( September 2014 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Maria RoddyFreyne
Departments: Unknown
Module Description: The dynamic and competitive nature of the tourism/leisure/hospitality/event industry requires a manager to adopt both a professional and a strategic visionary approach to the management of their organisations. In addition, managers require the necessary skills, strategic techniques and ethical standards to meet complex global challenges. This module of strategic management comprises a key module for an ordinary degree programme. Students taking this module will learn about strategic management in order to understand the real challenges and constraints which managers face when planning and implementing strategies within their organisation. This module integrates the application of individual key subject areas. It also develops important conceptualisation skills, which facilitate strategic thinking and provide a comprehensive context for implementation of strategic intent.
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Evaluate an organisations strengths and weaknesses in light of market opportunities and threats,
MLO2 Describe the major avenues to a competitive advantage based on differentiating an organisations product or service offering from the offering of rivals.
MLO3 Analyse the strategic options available to organisations in order to improve their market position.
MLO4 Develop an understanding of the main strategic approaches for competing internationally.
MLO5 Understand when and how business diversification can enhance shareholder value.
Pre-requisite learning
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 DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Module Indicative Content
Introduction and Overview
What is Strategy and why is it important ? Charting an Organisations Direction: Vision and Mission, objectives and strategy
Core concepts and Analytical Tools
Analysing and Organisations external environment Evaluating an organisations resources and capabilities and competitiveness
Crafting a Strategy
Strategies for competitive advantage: generic strategies and beyond. Strategies for changing the game: new ways of operating and altering the scope of operations. Strategies for international growth. Corporate strategies: diversification and the multibusiness organisation
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation


Full Time On Campus

Course Work
Assessment Type Continuous Assessment % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing S1 Week 10 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Students will be required to individually analyse a number of case studies throughout the semester
Assessment Type Group Project % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing S1 Week 6 Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
Students will be required to select an organisation and analyse it in terms of its SWOT and to identify the strategic options available to it.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 2,3,4,5
Duration in minutes 0
Assessment Description
Final Examination
Reassessment Requirement
A 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.

DKIT reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Through lectures and visiting speakers you will study the process of strategic decision making in organisations. You will be encouraged to relate theory to current examples of strategy making and to analyse and review case studies and articles on real world strategic developments. Every Week 2.00 2
Tutorial Contact Seminars based on international case studies and course resources drawn from a variety of international contexts. Students taking this module should expect to become more global in outlook and as a result enhance their employability in the domestic and international hospitality industry. Every Week 1.00 1
Online Contact Contact Online forums to facilitate formative assessments, to encourage self and peer evaluation, self-development and learning. Help learners establish a network of experts, users, and other parties of interest. Every Third Week 1.00 3
Independent Study Non Contact Learners will be required to review material covered in lecturers and research the online environment Every Week 3.00 3
Directed Reading Non Contact Readings as directed – to supplement lecture notes. Every Week 3.00 3
Total Weekly Learner Workload 10.00
Total Weekly Contact Hours 4.00
This module has no Part Time On Campus workload.
Module Resources
Recommended Book Resources
  • Thompson, Strickland, Gamble, Peteraf, Janes & Sutton. (2013), Crafting and Executing -The Quest for Competitive Advantage, European. McGraw- Hill Higher Education, Uk.
  • Johnson, G., Scholes, K., and Whittingdon, R.. (2008), Exploring Corporate Strategy, 8th. Prentice Hall, [ISBN: 978-0273711919].
  • Johnson, G., Scholes, K., and Whittingdon, R.,. (2011), Exploring Strategy: Text & Cases (9th Edition), (9th Edition). Prentice Hall; 9 edition (July 31, 2011), [ISBN: 978-0273732020].
  • Campbell, David J., Edgar, David, Stonehouse, George. (2011), Business strategy: an introduction, 3rd ed. Palgrave Macmillan 3rd ed, [ISBN: 9780230218581].
  • Olsen, Michael D., West, Joseph J., Tse, Eliza Ching-Yick. (2008), Strategic management in the hospitality industry, 3rd. Pearson Prentice Hall, [ISBN: 9780131196629].
Supplementary Book Resources
  • Enz, Cathy A., Harrison, Jeffrey S. (2010), Hospitality strategic management: concepts and cases, 2nd. Wiley, [ISBN: 9780470083598].
  • Routledge. (2011), Handbook of hospitality strategic management, Routledge, [ISBN: 9780080450797].
  • Tribe, John. (2010), Strategy for tourism, Goodfellow, [ISBN: 9781906884079].
This module does not have any article/paper resources
Other Resources