corporate entrepreneurship for hospitality and tourism
TABLE OF CONTENTS 2 MODULE DESCRIPTION 3 LEARNING OUTCOMES 3 INDICATIVE CONTENT / AREAS OF STUDY 3 TEACHING AND LEARNING STRATEGY 4 EXPERIENTIAL LEARNING OPPORTUNITIES 4 FORMATIVE ASSESSMENT 4 ASSESSMENT 5 REGULATIONS 5 TEACHING TEAM 5 STUDY PATTERN - MODULE TIMETABLE 6 ASSESSMENT BRIEF 9 GRADING INDICATORS 10 HAND IN DATES 13 RETURN OF MARKED WORK 14 READING LIST 14
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( MODULE DESCRIP TION )
This module is designed to focus on the design and development of innovative hospitality and/or tourism business models and how to create and deliver customer value while making sustainable profits. Students will gain a critical understanding of the internal and external environments and the complexities of operating across global boundaries. It will familiarise students with the current state and trends in the design of hospitality and tourism business models and value propositions as well as developing in-depth knowledge of how to organise an internal environment conducive to corporate entrepreneurship within resources.
( LEARNING OUTCOMES )
On successful completion of the module, students will be able to:
1. gain a critical understanding of the internal and external environments and the complexities of operating across global boundaries;
2. increase knowledge and critically understand the tools and techniques required to develop a business idea/concept, source the resources and then turn it into reality for a viable product or service;
3. take a critical approach to new business models so that corporate entrepreneurs can manage innovation and organise an internal environment that is conducive to corporate entrepreneurship.
( INDICATIVE CONTENT / AREAS OF STUDY )
• Hospitality and tourism entrepreneurship, corporate entrepreneurship and their characteristics: from a definition to entrepreneurship intensity and forms of corporate entrepreneurship,
• Opportunities and obstacles of corporate entrepreneurship in hospitality and tourism,
• Understanding and managing the entrepreneurial process in hospitality and tourism,
• Creating an entrepreneurial culture,
• Corporate entrepreneurial strategy in hospitality and tourism,
• Creativity and the corporate entrepreneurship,
• The Business Model Canvas tool to scope opportunities and threats in hospitality and tourism,
• Structuring the Company for Entrepreneurship,
• Measuring, controlling and managing corporate entrepreneurial performance.
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( T EACHING AND LEARNING STRATEGY )
|
Scheduled Learning and Teaching Activities |
25% |
|
Guided Independent Study |
75% |
|
Placement Learning |
0% |
( EXPERIENTIAL LEARNING OPPORTUNITIES )
Throughout the term the students are encouraged to apply their learning through the development of models, discussions of case studies and engaging in a number of small scale research activities.
|
Experiential Learning Opportunity |
Activity Outline |
Skills and Graduate Attributes Developed |
|
In-class activities/tutorials |
Several Design Thinking based activities, that will use different tools for students learning |
Business modelling, Value Proposition design, research, brainstorming, creativity, critical thinking, communication, team work |
( FORMATIVE ASSESSM ENT )
Students will be expected to work in class on various aspects of the weekly activities and translate the tools, techniques and learning into their coursework content. In class activities, part of the directed study will include presentations, team and individual exercises, guided practical sessions and classroom-based research, alongside continuous peer evaluations and analytical feedback from the lecturer. This will enable students to improve their learning experience, have opportunities of sharing best practices, and develop further critical analysis and communication skills. Different tools will be used to review class content and provide immediate feedback to students about their learning pace. Students are expected to contribute to class also by answering questions during class. Tutorials are offered to provide feedback on work-in-progress. Drafts of the coursework should be given to the lecturer for formative feedback within the term, and before posting.
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( ASSESSMENT )
Component 1: COURSEWORK (CW1)
Summary of Assessment Method: Individual Report Students will take into consideration a specific corporation operating in hospitality and tourism. They will critically evaluate its current situation, looking at the internal and external environment. When they have carried out this in-depth analysis they need to discuss, the basis of further secondary research carried out, a possible entrepreneurial opportunity that the corporation could benefit from and develop its value proposition. The result of this work is a report (2,500 words +/-10%).
Weighting: 100 %
Assesses Learning Outcomes: All 1, 2 and 3
( REGUL ATIONS )
This module conforms fully to the relevant PG regulatory framework.
( TE ACHING TEAM )
|
Name |
Room |
|
Tel |
|
Michel Grand |
2-4 |
mgrand@cesarritzcolleges.edu |
NA |
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( S TUDY PATTERN - MODULE TIMETABLE )
Topics discussed are focused on hospitality and tourism. In the following table you find the specific aspects that will be discussed within the field.
|
Lecture |
Indicative Topics to be Covered |
Discussion in class, directed study, activities |
|
1 |
口 Introduction to the course 口 Introduction to the entrepreneurship and corporate entrepreneurship concepts, the evolution of entrepreneurship and different theoretical perspectives |
• In class discussion about students’ previous background about entrepreneurship • Lecture • Research about the different theoretical perspectives • Tutorials |
|
2 |
• The entrepreneurial mind set in individuals, and in organizations: how to create the entrepreneurial culture and encourage intrapreneurship |
• Case study discussion about how to create the entrepreneurial culture • Lecture • Tutorials |
|
3 |
• How to create competitive advantages in mature markets and strategies for entrepreneurial ventures |
• Lecture • Research and discussion about Design Thinking to integrate innovation, customer experience and brand value • Visualizing drivers of change Canvas Activities – poster, presentation and feedback • Tutorials |
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|
4 |
• Building value through acquisition, diversification and franchising |
• Case study discussion about diversification • Lecture • Tutorials |
|
5 |
• Generating creative ideas |
• Lecture • Value Proposition Canvas Activities: Customer Profile – poster, presentation and feedback • Tutorials |
|
6 |
• Generating creative ideas (tbc) |
• Lecture • Value Proposition Canvas Activities: Value Map and Fit – poster, presentation and feedback • Tutorials |
|
7 |
• Intellectual Property |
• Lecture • Tutorials |
|
8 |
• Organizational structure and architecture for entrepreneurship: Critical factors for corporate entrepreneurship and strategic entrepreneurship for growth |
• Lecture • Case study • Tutorials |
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|
9 |
• Corporate venture capital |
• Lecture • Research • Tutorials |
|
10 |
• Entrepreneurship and networking process |
• Lecture • Research and development of measurement and control criteria of corporate entrepreneurial performance • Tutorials |
|
11 |
• Submission of the Coursework |
|
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( ASSESSMENT BRIEF )
General information
2,500 words (+/-10%) individual written report to be submitted by W11 (see hand in dates). The report will allow students to achieve the 3 learning outcomes mentioned before, and apply immediately the concept learnt in class on a hospitality or tourism already existing entity: a corporation.
Indicative steps to accomplish
• Students choose a specific corporation in hospitality and tourism they would like to develop a new concept for.
• Students verify with the lecturer the selection during W2: this will enable students to receive feedback on the selected company and adjust if needed to the lecturer feedback
• Students start their own collection of data once they receive the feedback from the lecturer (W3). They need to collect data to analyse the current situation about the corporation selected
• Once they have collected data they need to carry out an internal and external environment analysis they can identify implications for the company selected and start identifying an important problem to solve that relates to the company target market (one main problem only)
• Through the usage of tools given in class and potentially additional one identified in the literature, they will work on the customer profile and value map for their concept
• In W6 students will present their concept proposal including:
o Description of the idea (what, where, when, how)
o Target market and justification of the choice of this target (who)
o What customer problem does your idea solve? (why)
o Why now? (why)
o Preliminary SWOT Analysis for the company that justifies your idea
• Students need to provide develop the Javelin Board and test the idea with evidence of customer needs and willingness to buy the product/service by interviewing at least 5 potential customers and analyse findings that will be included in report
o Students should have evidence of secondary data research about internal and external analysis and customer profile analysis, and evidence of the need: a minimum of 12 different references need to be identified and used
o Students can enrich their customer profile understanding also by creating a survey and collect data (the survey does not replace the interviews)
o Students provide the TAM/SAM/SOM Analysis and estimate the growth of the market in % on the basis of secondary data
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• Students need to analyze the competition and provide evidence of the competitor analysis by identifying at least 4 competitors to analyse and provide the positioning map and the benchmark table
• On the basis of the additional information students should redefine the previous parts and come up with the following aspects well covered:
• Problem
• Solution
• Target market and justification of the choice of this target + TAM/SAM/SOM and % of growth
• Justification of the right timing for this offer
• SWOT Analysis of the new idea
• Analysis of the competitors
• Business / revenue model and pricing
• Road map/timeline
In W6 students will present in class to their classmates and the lecturer their analysis and their ideas. Students will receive constant feedback on their work drafts through the entire term through tutorials and in class activities that will enable them to further improve their work and their learning experience.
Indicative content
• Brief description about the company selected, the new value proposition and the target market
• Solution - advanced description of the product / service with all the details with Mood Board and the Value Proposition Canva
o Description of the Value Proposition
Product/Service
Gain creators
Pain relievers
• Target market (identification and description with the Persona Canva - Create a customer profile based on at least 8 criteria) and justification of the choice of this target
• TAM/SAM/SOM and % of growth
• Problem (with evidence of the validation of the problem and the solution with the use of the Javelin board and primary and secondary data collection) with the Value Proposition Canva
o Description of the Customer Profile
Customer Job(s)
Gains
Pains
• Justification of the right timing for this offer
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• Competitors analysis (benchmark table, positioning map)
• Internal and external (including current competition) analysis summarized in the SWOT for your new offer and implications
• Road Map/Timeline
Full interviews transcription, and full survey results should be included in the appendix. Relevant information coming from this primary data collection needs to be provided in the customer analysis: main body with appropriate tables, charts, pictures, etc.
Full details of the University of Derby Academic Regulations (3Rs) can be found at:
http://www.derby.ac.uk/academic-regulations.
( GRADING I NDICATORS )
The grading criteria are equally weighted and are the following:
1. Understanding of key concepts and the wider context of the assignment, i.e., interpretation of task and topic
2. Accuracy of the content and the analysis
3. Ability to logically justify the decisions showing coherence
4. Evidence, reflection and application of appropriate and relevant research to guide decisions
5. Professionalism and effective communication skills in their written report
o Overall presentation of the content
o Style of the presented
o Logical and clear development of argument
o Consistency in presenting the argument
o Referencing
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|
% Mark |
Grade Descriptors |
Category |
|
90-100% |
Excellent Meets all criteria in 80-89% range below, plus demonstrates exceptional ability and insight, indicating the highest level of technical competence; work is virtually flawless and has potential to influence the forefront of the subject and may be of publishable/exhibitable quality. Relevant generic skills are demonstrated at the highest possible standard. Exceptional achievement distinguishable even amongst the best quality work and deserving of the highest possible marks within the Distinction grade. |
Distinction |
|
80-89% |
Excellent High to very high standard work with most of the following features: authoritative subject knowledge; a high level of critical analysis and evaluation; incisive original thinking; commendable originality; exceptionally well researched, with a very high level of technical competence; high quality presentation; impressive clarity of ideas; excellent coherence and logic. Work is close to the forefront of the subject and may be close to publishable or exhibitable quality. Relevant generic skills are demonstrated at a very high level. Referencing is consistently used, complete and accurate. Only trivial or very minor errors. Very high quality work worthy of a high Distinction grade mark. |
Distinction |
|
70-79% |
Excellent Authoritative, current subject knowledge; excellent critical analysis and evaluation – including dealing with ambiguity in the data; significant originality; well researched with a high level of technical competence – work is accurate and extensively supported by appropriate evidence; excellent presentation; commendable clarity of ideas; thoughtful and effective presentation; very strong sense of coherence and logic; relevant generic skills are demonstrated at a high level; referencing is excellent– consistently used, complete and accurate; a small number of misunderstandings/minor errors only.
High quality work deserving of a Distinction grade. |
Distinction |
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|
60-69% |
Work is well-developed and coherent; demonstrates sound, current subject knowledge; a very good level of critical analysis and evaluation; some evidence of original thinking or originality; well researched; no significant errors in the application of concepts or appropriate techniques; a very good standard of presentation; ideas generally clear and coherent; relevant generic skills are demonstrated at a very good level; referencing is very good; minor errors and misunderstandings only, possibly with some deficiencies in presentation. Well above pass standard and worthy of a Merit grade. |
Merit |
|
50-59% |
Good/Satisfactory Has achieved intended learning outcomes as evidenced by the following features. Satisfactory subject knowledge; a fair level of critical analysis and evaluation; the work is generally sound but tends towards the factual or derivative, and there may be minimal evidence of original thinking or originality; adequately researched; a sound standard of presentation; ideas fairly clear and coherent; some significant errors and misunderstandings, possibly shown by conceptual gaps or limited use of appropriate techniques; relevant generic skills are generally at a satisfactory level; referencing is generally accurate; some weakness in style or presentation. Satisfactory overall – a clear pass |
a |
|
40-49% |
Unsatisfactory Has narrowly failed to achieve intended learning outcomes as evidenced by the following features. Satisfactory subject knowledge to some extent; some sound aspects but some of the following weaknesses are evident: factual errors; conceptual gaps; inadequate critical analysis and evaluation; little evidence of originality; not well researched – limited use of appropriate techniques; presentation does not meet the standard required; ideas unclear and/or incoherent; some significant errors and misunderstandings; relevant generic skills unsatisfactory to some extent; referencing may be inadequate. Work is unsatisfactory but shows potential for achieving learning outcomes if feedback is addressed - Marginal fail |
Marginal Fail |
|
5-39% |
Very Poor Has failed to achieve intended learning outcomes in several critical respects. Will have some or all of the following features to varying extent: inadequate subject knowledge; factual errors; conceptual gaps; minimal/no awareness of relevant issues and theory; limited/no use of appropriate techniques; standard of presentation unacceptable; ideas confused and/or incoherent – work lacks sound development; a poor critical analysis and evaluation; no evidence of originality; inadequately researched; some serious misunderstandings and errors; quality of relevant generic skills does not meet the requirements of the task. A clear fail well short of the pass standard |
Fail |
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|
1-4% |
Nothing of value is contained in the submitted work. The work presents information that is irrelevant and unconnected to the task; no evident awareness of appropriate principles, theories, evidence or techniques |
|
|
NS |
Non-submission No work has been submitted |
|
|
Z |
Academic offence notation Applies to proven instances of academic offence |
|
( HAND IN DATES )
Students should submit their Coursework in W11, by latest Monday 09:00 (Swiss Time). The electronic copy has to be submitted as one document including cover page and reference list
through the respective link on UoD (the University of Derby online system).
Late submissions are evaluated in line with the UoD policy.
Online support for e-submission can be found at http://www.derby.ac.uk/esub
( RETURN OF MARK ED WORK )
Feedback will be provided via UoD by the end of the term.
( REA DING LIST )
Brookes, M., and Altinay, L., (2015). Entrepreneurship in Hospitality and Tourism: a Global Perspective. Goodfellow Publisher Limited.
Burns, P., (2012). Corporate Entrepreneurship: Innovation and Strategy in
Large Organizations, Palgrave Macmillan.
Drucker, P., (2014). Innovation and Entrepreneurship, Routledge.Enz, C. A., (2009). Hospitality Strategic Management: Concepts and Cases. John Wiley and Sons.
Kuratko, D. F., (2016). Entrepreneurship: Theory, Process, and Practice. Cengage Learning.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How to Create Products and Services Customers Want. John Wiley & Sons.
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