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TOUR8006 - Tourism Strategy Analysis

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Title:Tourism Strategy Analysis
Long Title:Tourism Strategy Analysis
Module Code:TOUR8006
 
Credits: 5
NFQ Level:Advanced
Field of Study: Tourism
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Noel Murray
Module Author: Ruth Farrell
Module Description: This module provides an introduction to the concepts and practices of Strategic Management. It concentrates on the Internal, External, Competitor analysis in the business environment and how the process of Strategic Management adds value to an organization.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Identify vision, mission and key objectives that deliver critical success factors.
LO2 Recognise the core concepts of strategic management and how they may be integrated as part of a successful business model.
LO3 Recognise the importance of competitor analysis and apply techniques in the analysis of competitive forces in business.
LO4 Analyse key data relevant to the tourism and hospitality industry.
LO5 Appraise Micro and Macro forces and their implications in operating a strategic tourism & hospitality business.
LO6 Analyse and synthesise data from case study analysis and suggest practical solutions with reference to theory studied.
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 CIT 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
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
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Strategic Management Process
Strategic vision, mission, setting objectives, leadership in business. Tasks of strategic management process. Factors affecting strategy.
Situational Analysis
Internal analysis of resources, capabilities, competencies and culture within the organization and diagnosis of strengths and weaknesses. Value chain analysis and building blocks of competitive advantage.
Environmental Scanning
External analysis of non-competitive influences. The customer, supplier, competition in the market place.
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 industry analysis
Strategic Direction
Ethics and Social Responsibilities
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Case study 1,2,3,4,5,6 30.0 Week 9
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 70.0 End-of-Semester
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 institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Theory & Principles 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent Reading & Learning 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Theory & Principles 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent reading & learning 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Charles W. L. Hill , Gareth R. Jones , Melissa A. Schilling 2015, Strategic Management: Theory: An Integrated Approach, 11th Ed. [ISBN: 978-128518449]
  • Nigel Evans 2009, Strategic Management for Tourism, Hospitality and Events, 2nd Ed. [ISBN: 978-041583727]
Supplementary Book Resources
  • Jeffrey S. Harrison and Cathy A. Enz. 2009, Hospitality Strategic Management, 2nd Ed., Wiley [ISBN: 978-047008359]
  • Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson 2015, Strategic Management: Competitiveness and Globalization- Concepts and Cases, 11 Ed. [ISBN: 978-128542517]
Recommended Article/Paper Resources
  • Crowe Horwath Ireland and Northern Ireland Hotel Industry Survey
  • Harvard Business Review
  • Cornell Hospitality Quarterly [ISSN: 1938 9663]
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_OHOMA_8 Bachelor of Business (Honours) in Hospitality Management 1 Mandatory
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 7 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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Email: help@cit.edu.ie