HOSP.101x Introduction to Global Hospitality Management Syllabus

Transcription

1 Prerequisites: An interest in learning about the hospitality industry. Some familiarity with Excel will be helpful, but is not required. Content Availability: Unlike most MOOCs, all content modules for this course will be available at the start of the course. You may proceed through the content at your own pace, and may choose a non linear path. It is recommended that you proceed through the content in modular order (Module 1, Module 2, Module 3, etc.), but it is not mandatory. Time Commitment: 2 3 hours/week for 6 weeks Assignment Due Dates: All assignments in this course are due by the course end date: March 08, 2016 at 05:00 UTC (please check your local time zone to ensure you understand the end date/time for your time zone). You may wish to use this link: Grading Policy: To pass this course (to receive a Certificate), you will need to achieve a grade of 70% or higher. Graded portions of this course include all quizzes, and they are auto graded based on instructor programming. For each quiz you have two opportunities to submit correct answers. To get the most out of this course, you are highly encouraged to actively participate in the course discussions and to spend time working on the integrated case study. Discussions and the case study are not part of the graded portion of this course. Learning Objectives: Explore the many wide ranging career opportunities in hospitality and hotel management Gain career advice and stories from international industry experts Use an analysis tool to evaluate competitors and make strategic decisions Analyze factors leading to an own vs. lease decision Explore distribution channels and pricing strategies Learn how to select smart, talented employees 1

2 Academic Integrity: Absolute integrity is expected of every student in all academic undertakings. Integrity entails a firm adherence to a set of values, and the values most essential to an academic community are grounded on the concept of honesty with respect to the intellectual efforts of oneself and others. A student's submission of work indicates that the work is the student's own. All outside assistance should be acknowledged, and the student's academic position truthfully reported at all times. Discussion Board Etiquette: Please be respectful. Refrain from inappropriate language and personal attacks. When responding to someone's comments, explain to whom and what you are commenting on. Do not include their whole posting; try to use only the appropriate quotes or a summary. Remember to read what has previously been posted by others to avoid repeating comments. Post under the appropriate heading or thread. If you are starting a new discussion, choose a descriptive subject. This will help others to successfully identify your topic. Cite your references. Be brief when posting. Since reading other's comments or articles can be very time consuming, try to be straight to the point. No Marketing. All advertising or solicitation will be filtered out of the discussion boards. The Learning Team reserves the right to delete messages which do not follow the above guidelines. Roles of the Cornell Learning Team: This course has been created by four Cornell University faculty members: Bill Carroll, Jan deroos, Cathy Enz, and Bruce Tracey. Each faculty instructor has identified and trained two teaching assistants (TAs) who will manage the course operations. These TAs will be supervised by the faculty members and were chosen for their specific knowledge in the topical areas they cover. The TAs will help guide discussion board conversations and answer student questions. Each week the TAs will write a summary of the learning that occurred in their content area and this summary will be posted weekly in the Course Info section. 2

3 Page Name Action Quiz Activity/Discussion PRE COURSE SURVEY Activity Survey MODULE 1 Module 1: An Introduction to the Hospitality Industry Topic 1.1: The Depth and Breadth of the Industry Explore the Hospitality Industry Build a Definition of Hospitality Activity Word Cloud What Is the Hospitality Industry? Globalization in Hospitality Hospitality Is Global Topic 1.2: Game Changers Opportunity and the Hospitality Industry Innovation in the Industry Find Out What People Are Doing in Activity Survey Hospitality The Evolution of the Industry Discuss Discussion MODULE 2 Module 2: Strategic Hospitality Management and Innovation Topic 2.1: The Role of Strategy in the Industry A Strategic View of the Hospitality Industry Quiz What Is Strategy? Quiz Ask the Expert About Franchising Franchising in Your Part of the World Discuss Discussion Topic 2.2: Corporate Strategies Corporate vs. Business Strategies Quiz Growth Strategies Quiz Ask the Expert About Synergies Creating Value The Options Matrix Use the Options Matrix for PDC Activity Quiz Case Study Component Topic 2.3: Strategic Management 3

4 The Strategic Management Process Quiz Strategic Direction Setting Quiz Write a Mission for PDC Activity Quiz Case Study Component Ask the Expert About the Mission Statement Topic 2.4: External Analysis Tools PEST Analysis Perform a PEST Activity Quiz Case Study Component Situation Analysis Using HCAT Analyzing HCAT Results Use an HCAT Activity Quiz Case Study Component Topic 2.5: Innovation and Game Changers Define Innovation Activity Word Cloud What Is Innovation? Ask the Expert About Innovation Service Innovation Quiz Views on Business Model Innovation Recommend Innovation Strategies for the Activity Take Notes Spanish Playa Hotel Innovation Opportunities Discuss Discussion Module 2 Wrap Up Survey MODULE 3 Module 3: Owners, Operators, and Investors A Behind the Scenes Look at Investing in the World of Hospitality Topic 3.1: The Structure of the Operation How Do Owners Evaluate a Potential Investment? The Hotel Question: Hire an Operator or Self Operate? The Restaurant Question: Own or Lease? Choosing the Level of Branding Identify the Operation Activity Quiz Topic 3.2: Evaluating Proposed Projects Introduction to Project Evaluation 4

5 Investment Opportunity The Spanish Playa Case Study Component Hotel Decision Tool: Exhibit B Activity Quiz Case Study Component Introduction to Exhibit B Exhibit B for the Spanish Playa Introduction to Net Present Value (NPV) Evaluating the Spanish Playa Hotel Case Study Component Evaluating the Deal, Part 1 Evaluating the Deal, Part 2 Use the Spreadsheet Activity Quiz Case Study Component Was It a Good Deal? Discuss Discussion Topic 3.3: Negotiating Management Contracts The Negotiation Process Quiz The Rules of Engagement Contract Negotiation Ask the Experts about the Negotiation Process The Implications for Owner and Operator Discuss Discussion Topic 3.4: Negotiating Franchise Agreements Why Franchise? Quiz Franchise Affiliation Decision Guide Ask the Experts about Franchises in the Future Analyze Franchises Activity Quiz Case Study Component Module 3 Wrap Up Survey MODULE 4 Module 4: Marketing the Hospitality Experience Topic 4.1: Brand Promise and Target Markets The Hospitality Brand Promise Quiz Describe the Brand Promise Activity Quiz Case Study Component Target Markets for the Hospitality Enterprise Determine the Market Segments Activity Case Study Component 5

6 Topic 4.2: Price, Value, and Position Hospitality Value Creation and Price Quiz Viewpoints on Competitive Positioning Explore the Value Landscape Activity Take Notes The Value Landscape Discuss Discussion Topic 4.3: Distribution Channels Hospitality Industry Intermediaries Quiz Ask the Expert About ecommerce in Hospitality Vacation Planning Activity Poll Identify Intermediaries for the Hotel Activity Case Study Component Topic 4.4: Online Opportunities and Threats Hospitality New Media Marketing New Media Challenges Poll Identify New Media Use Activity Quiz Case Study Component Topic 4.5: Marketing Performance Measures What Is Marketing's Job? Measures of Marketing Performance Quiz Key Metrics Discuss Discussion Provide Marketing Advice to the Spanish Activity Case Study Component Playa Module 4 Wrap Up Survey MODULE 5 Module 5: Human Resources Management in Hospitality Module 5.1: The Relevance and Nature of HR in the Hospitality Industry HR Is Key to the Success of the Hospitality Quiz Organization Approaches to HR Management Quiz Ask the Experts About HR Management Informed HR Decision Making Quiz A Competitive Assessment Tool Take Notes Assessing the Impact of HR 6

7 Assess HR at the Spanish Playa Hotel Activity Quiz Case Study Component The Future of Hospitality Work Discuss Discussion Topic 5.2: Attracting and Selecting Talent How Smart Hospitality Organizations Attract Talent Resources for Recruiting and Selecting Talent Reviewing Job Descriptions Activity Website Review Exercise How Smart Hospitality Organizations Select Quiz Talent Select the Right Candidate Activity Quiz Case Study Component A Tool for Forecasting Impact Tool Optional Exercise Topic 5.3: Developing and Retaining Talent Essentials of Talent Development An Onboarding Checklist Tool Consider Training at the Spanish Playa Activity Quiz Case Study Component Online Approaches to Training and Development Talent Assessment Discuss Discussion Assess Your Performance Activity Exercise and Reflection Ask the Experts About Rewards and Incentives Conduct a Pay Survey Activity Exercise and Reflection Professional Development Resources Online Module 5 Wrap Up Survey MODULE 6 Course Wrap Up Acknowledgements POST COURSE SURVEY Activity Survey Reminder: Course ends on March 08 at 05:00 UTC (please check your local time zone to ensure you understand the end date/time for your time zone). You may wish to use this link: 7