Strategic and Commercial Hotel Management
Code: 103733 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2502904 Hotel Management | OT | 4 | 0 |
Contact
- Name:
- Laura Lizbeth Martínez Almuina
- Email:
- LauraLizbeth.Martinez@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- Yes
Teachers
- Magdalena Cayón Costa
Prerequisites
There are no requirements
Objectives and Contextualisation
At the end of the course the student / a will be able to:
- Strategic analysis expertise
- Knowing how to choose a strategy between different strategic options
- Apply the determinants for the successful implementation of a strategy factors.
- Develop technical, strategic knowledge on new trends and personal skills to make it as an innovative manager able to face challenges in new surroundings
- Develop techniques, skills and knowledge in business management about new hotels scenarios and emerging markets.
Competences
- Analyse, formulate and introduce the general strategy of an organisation as well as action policies in the different operational areas of the hotel and catering sector.
- Analyse, summarise and evaluate information.
- Be able to search efficiently for the necessary information.
- Define and apply the commercial objectives, strategies and policies in hotel and catering companies.
- Develop a capacity for independent learning.
- Manage and organise time.
Learning Outcomes
- Analyse and implement a marketing system appropriate to the need of the hotel and catering sector.
- Analyse, summarise and evaluate information.
- Be able to search efficiently for the necessary information.
- Develop a capacity for independent learning.
- Interpret and apply general company or organisation plans and turn them into actions of information and commercialisation.
- Know how to coordinate operative and strategic commercial objectives and policies.
- Manage and organise time.
Content
STRATEGIC MANAGEMENT
1. STRATEGIC ANALYSIS:
1.1 Surrounding analysis
1.2 Analysis of resources and strategic capacity
1.3 Analysis of culture and expectations of stakeholders
Case presentations worked in the classroom and course schedules
2. Strategic Choice
2.1 Strategic options
2.2 Assessment of the appropriateness of strategies
2.3 Decision making.
Case presentations worked in the classroom and course schedules
3. STRATEGIC IMPLEMENTATION
3.1 Planning and resource allocation
3.2 Structure and organizational design
3.3 The management of strategic change
Case presentations worked in the classroom and course schedules
COMMERCIAL MANAGEMENT
1.- EXECUTIVE DIRECTION AND MANAGEMENT
1.1 Key concepts in business management and trade developments
1.2 International phases and applications / Internationalization marketing business management
1.3 Business partnerships
1.4 Commercial communication in organizations
1.5 Managing a customer's system
1.6 Intermediation
1.7 Revenue Management
-classroom presentations
2. THE TRADE LIFE IN A HYPER CONNECTED WORLD
2.1 "Mobile" Marketing strategies
2.2 Market Place: new forms of e-commerce
2.3 The current environment: commercial and marketing rules
2.4 Use of commercial tools and customer-centric marketing: SEO / SEM, email marketing, MICE, web, CRM, packetization, social media and online reputation
-classroom presentations
3. TRENDS:
3.1 Hotel Evolution in XXI century: Hotels SMART
-classroom presentations
Methodology
The sessions will be developed through the presentation and debate of the main concepts and will be deepened through the group presentations of the different practical cases proposed, with the support of the material available in the virtual campus of the subject.
The commercial management part adapts the learning methodology "Learning by doing" and thanks to the University - Company cooperation, the development of a real project or "Live Project" is implemented, with the objective of bringing the student to the current needs of the sector . In the sessions, an area of opportunity to be solved divided into different objectives and phases is worked on and analyzed in teams, this is presented by a member of the company that acts as commissioner, which monitors each phase and / or activity presented by the students throughout the sessions. The development and resolution usually occurs in three phases, although it can vary, because it is created to measure for each project.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Lectures | 14 | 0.56 | 1, 2, 6, 7, 5, 3 |
| Public presentation of assigments | 14 | 0.56 | 1, 2, 6, 5, 3 |
| Public presentation of assigments | 14 | 0.56 | 1, 2, 6, 7, 5 |
| Type: Supervised | |||
| Tutorials | 5 | 0.2 | 1, 2, 6, 4, 7, 5, 3 |
| Type: Autonomous | |||
| Case study resolution | 32 | 1.28 | 1, 2, 6, 4, 7, 5, 3 |
| Homework elaboration | 33 | 1.32 | 1, 2, 6, 4, 7, 5, 3 |
| Study | 32 | 1.28 | 2, 4, 7, 5, 3 |
Assessment
The sessions will take place through the presentation and discussion of the main concepts and deepen through group presentations of different case studies proposed, with the support of material available on the virtual campus of the subject.
The assessment of this course consists of the following system:
A) CONTINUOUS EVALUATION:
The overall grade for the course will be calculated as average grade arithmetic of two parts: 50% of the grade of Strategic Management + 50% of the Commercial Management, being necessary to make the average condition in the two parts is obtained at least one note 5.
In the two sides will carry out a continuous evaluation:
1.-STRATEGIC DIRECTION:
The note of this part shall be calculated as arithmetic average grade between 3 mandatory activities that students perform at the timetable indicated.
2.-COMMERCIAL MANAGEMENT:
The note of this part shall be calculated as arithmetic average grade between 3 mandatory activities that students perform at the timetable indicated.
B) EVALUATION: Final exam
Day and time established academic calendar according to the official program of the Center (EUTDH).
There will be a single type of final exam, with no difference between students who have not successfully passed the continuous evaluation and those who have not succeeded.
c) RE-EVALUATION
Students who have taken the assessment in a note between 3,5 to 5 can access a re-evaluation exam to pass the course, being the maximum score that can be obtained from re-evaluation of 5 (approved).
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Case Study Development: "Live Project" application content to an existing real company (distributed in three deliveries) Commercial management | 50% | 3 | 0.12 | 1, 2, 6, 4, 7, 5, 3 |
| Case Study Development: application content to an existing real company (distributed in three deliveries) Strategic management | 50% | 3 | 0.12 | 1, 2, 6, 4, 7, 5, 3 |
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