TSM10109 Global Hospitality Management, Module Pack | ENU 2024-25

AIM AND LEARNING OUTCOMES

The Module has three Aims:

a) To provide a varied and stimulating programme of study that enables you to fully appreciate the diversity and complexity of global hospitality.

b) To provide a structured and detailed examination of the economic structure of the international industry, and the principal environments and host markets, in which business is developed and conducted. 

c) To broaden and deepen your awareness of the issues and challenges typically encountered when applying hospitality management functions in a global context.

To support these Aims, five Learning Outcomes have been specified, as stated in the Module Descriptor.

Upon completion of this module, you should be able to: 

LO1: Interpret the dynamic nature and characteristics of global hospitality.

This area of the Module embraces a study of the nature, structure and characteristics of the global hospitality industry, identifying its key sectors, their nature and composition, global distribution patterns and supply and demand frameworks. Market structures and competitive frameworks are initially examined by sector rather than by individual country or continent.

LO2: Critically analyse the complexity of the macro-environments in which the global hospitality business takes place in the selected market through assessment and in-class activities.

There are many variations in cultures, economic conditions, market structures and competitive frameworks found within different countries and trading continents. This area of the Module provides a structured and detailed examination of the political, economic, socio-cultural, technological, ecological and regulatory environments in which global hospitality can take place

LO3: Critically compare the structures and competitive frameworks of principal international hospitality markets.

Primarily through researching business and tourism supply and demand in one of a range of countries or trading continents, each individual student will undertake a critical analysis of a principal international hospitality market which, in turn, will help inform class discussion of key market structures and competitive frameworks.

LO4: Critically evaluate the application of hospitality management functions in a global context through in-class activities and assessments.

A myriad of issues and challenges may be encountered when applying hospitality management functions in an international context. One example is the difficulties frequently encountered in maintaining brand equity and consistency in differing socio-cultural environments; another is the indigenous impacts of hospitality operations upon host communities; another is complications in terms of gaining access to appropriate and reliable technology infrastructures. This area of the Module embraces consideration of such operational issues and challenges and how they are commonly addressed by global hospitality operators.

LO5: Synthesise knowledge of contemporary issues and their impact on global hospitality management.

Faced with ever more mature and competitive markets, and increasingly sophisticated and discerning consumers, the global industry is having to address and manage a growing range of pertinent contemporary issues facing operators in different parts of the world, to varying degrees. Examples include economic downturns, the availability of credit, the impact of terrorism, labour movements, sustainable development, and information and communication strategies. These and others are identified during the Module and considered in terms of their recent, current and anticipated impact on different sectors of the industry.

There now follows specific details of the two summative assessments for this module:

Assessment A: Individual 3,000-word report (60%)

Assessment B: Group Presentation (40%) 

ASSESSMENT A) Individual Report

Report Title:
Assessing the potential for the further development of an existing hospitality brand into an emerging market.

Learning Outcomes

Assessment A relates to Los 1-3:

LO1: Interpret the dynamic nature and characteristics of global hospitality.

LO2: Critically analyse the complexity of the macro- environments in which the global hospitality business takes place in the selected market through assessment and in-class activities.

LO3: Critically compare the structures and competitive frameworks of principal international hospitality markets.

Assessment Requirement:

You have been approached by a hospitality brand that wishes to continue its rapid global expansion. They asked you to write a report using appropriate tools to “assess the potential for the brand’s development into an emerging market in which it is currently not represented”.

Specifically, the operator has asked that the report contain the following:

• Select a hospitality brand and an emerging market (for example, India, China, etc…), with a specific city to be assessed. One important criterion is that your selected hospitality brand does not exist in your selected emerging market. For example, if there is a Sheraton brand in FoShan (China), you cannot choose Sheraton.
  *** NOTE: Fail to select an emerging market, you will receive a failure mark for this assessment.
• Provide an objective and evidenced assessment of the potential of the selected emerging market in question as a suitable target for further expansion and development of the brand.
• You will then need to present appropriate conclusions regarding the target market’s level of attractiveness and provide specific recommendations, based upon your analysis, as to any key strategic changes or adaptations that the brand might consider if it were to successfully establish itself within the market in question.

ASSESSMENT B) GROUP PRESENTATION

Learning Outcomes

LO1: Interpret the dynamic nature and characteristics of global hospitality.

LO3: Critically compare the structures and competitive frameworks of principal international hospitality markets.

LO4: Critically evaluate the application of hospitality management functions in a global context through in-class activities and assessments.

LO5: Synthesise knowledge of contemporary issues and their impact on global hospitality management.