SYLLABUS IN STRATEGIC MANAGEMENT AND PLANNING FOR THE HOSPITALITY INDUSTRY

First Semester, Academic Year 2019-2020

SCHOOL : School of Hospitality Management PROGRAM : BSHM

COURSE CODE : Strategic Management and Planning for the Hospitality Industry CREDIT UNITS : 3

CLASS DAYS AND CLASS TIME : ROOM :

INSTRUCTOR : Gwendon O. Reyes

EMAIL ADDRESS : gwendonreyes@dwc-legazpi.edu / gwendonreyes.teacher@gmail.com

CONSULTATION SCHEDULE :

COURSE DESCRIPTION : This course will develop knowledge, skills, and attitudes in ensuring the work environment of the organization fits the industry
Professional. Topics include:
• Planning and Designing workstations to create efficient and effective workplaces.
• Selecting workstation furnishings to provide flexibility and adaptability for workers.
• Designing lighting for proper illumination on work areas
• Creating work areas where noise is controlled for normal for normal operation to be done in the work station.
.

.
COURSE PRE-REQUISITE/S :
INTENDED LEARNING OUTCOMES (ILO): Program Outcome, Student outcome and Performance Indicators
Expected Divinian Graduate Attributes INTENDED PROGRAM OUTCOME
(EDGA)/
Required Domains of Competencies
Creativity and Innovation
Critical Thinking Skills
People Skills/Teamwork Skills
INTENDED STUDENT OUTCOMES PERFORMANCE INDICATORS
At the end of the Program, the students should be able At the end of this lecture course, the students
to: should be able to:
IPO1: Demonstrate imagination, intellectual curiosity and ISO2: Deeply committed to act on creative ideas Quiz
high sensitivity to original and valuable ideas. that make tangible and useful contributions Graded Recitation
Major Examination
IPO2: Demonstrate the skills of applying, evaluating and ISO3: Exhibit strong self-confidence and motivation.
creating
ISO4: Display originality and inventiveness in work
places by exploring unknown outcomes.
IPO5: Employ flexibility by being open and
responsive to new and diverse perspectives.
IPO1: Exercise critical thinking by using a wide range of ISO 1: Apply basic techniques of rendering excellent Quiz
idea creation techniques. customer service, implementing service recovery, Graded Recitation
and managing product and service quality. Major Examination
IPO2: Exhibit critical thinking skills and effectively analyze
and evaluate alternatives before making decisions. ISO 2: Exercise sound reasoning in gathering
information related to a particular problem.
IPO3: Effectively demonstrate critical thinking skills
through in depth analysis and creation of marketing plan ISO 3: Assess every problem according to or based
which could be destination, product, or service. on: magnitude and scope, urgency,
interconnections and impacts.
IPO1: Demonstrate understanding and application of the ISO1: Act responsibly with the interests of the larger Quiz
concept of leadership and teamwork in the Hospitality community mind Graded Recitation
Industry. Major Examination
ISO2: Communicate tasks and expected results
effectively
ISO3: Leverage strength of others to accomplish a
common goal
ISO4: Use good delegation skills and organizational
skills
ISO5: Work with clarity of purpose and task
LEARNING PLAN

Intended Learning Outcomes Topic/s Teaching/Learning Strategies Resources Needed Assessment/Evaluation Time
At the end of the lesson, the Frame
students will be able to
Deal with generating ideas for the 1. Strategic Management in a Lecture/discussion forum White Board & Marker Quiz 9
hospitality industry. Also, discuss Hospitality World Case study Laptop Recitation
the concept of strategic 2. Motivators and Drivers of Strategic Debate series LCD Projector
management, distinguish policies Management
and their identifications. Further, 3. External Environment – General
appreciate the role of the Environment and Operating
environment; in general, external, Environment
operations, and business 4. Business Competition
competition.

PRELIMINARY EXAMINATION

Give information about the internal 5. Internal Environment Assessment Lecture/discussion forum White Board & Marker Quiz 9
environment. Assess both business 6. Corporate Level Strategies Case study Laptop Recitation
and corporate level strategies and 7. Business Level and Functional LCD Projector
setting attainable objectives. Strategies
8. Setting Strategic Objectives
9.
MIDTERM
EXAMINATION
To do professional planning and 10. Crafting Strategies Lecture/discussion forum White Board & Marker Quiz 9
create a development team which 11. Implementing and Executing Case study Laptop Recitation
will incorporate selected points of Strategies LCD Projector
view: such as implementing and 12. Monitoring, evaluating and taking
executing, monitoring and corrective actions
evaluating. 13. Industry Situation Analysis
14. Competitive Strategies
PREFINAL Lecture/discussion forum White Board & Marker Quiz
EXAMINATION Case study Laptop Recitation
LCD Projector
Identify key elements to be 15. Environmental Scanning Lecture/discussion forum White Board & Marker Quiz 9
considered in environmental 16. The Vision and Mission Statement Case study Laptop Recitation
scanning. Also being able to create 17. SWOT Analysis LCD Projector
vision and mission statements. 18. Value Chain
Understand the necessity of Swot
Analysis in the Hospitality Industry.
19. Effects and impacts of Internal
Comprehend on going processes and External Strategies.
that occurs strictly within a
company or organization. Also
looking into outside factors that
affect decision making the in turn
affect satisfying customer
experience.
Deal with current trends and issues 20. Environment, Sanitation, Safety Lecture/discussion forum White Board & Marker Quiz 9
regarding the hospitality industry 21. Current and Future Trends in the Case study Laptop Recitation
which includes environmental Hospitality Industry Debate series LCD Projector
concerns, energy conservation, and
safety and security.

Utilize knowledge acquired from 22. Strategic Management Plan Lecture/discussion forum White Board & Marker Quiz 9
previous discussions which is Case study Laptop Recitation
closely related to environmental Debate series LCD Projector
practices. Thus, students should be
able to find innovative ways to
further promote and cultivate
sustainability in the industry.
Utilize knowledge acquired from 23. Strategic Management Plan Lecture/discussion forum White Board & Marker Quiz 9
previous discussions which is Case study Laptop Recitation
closely related to environmental LCD Projector
practices. Thus, students should be
able to find innovative ways to
further promote and cultivate
sustainability in the industry
Course Integration – FINAL
EXAMINATION
Strategic Management Plan for a 12. Strategic Management Plan Group Presentation Laptop Presentation 8 hours
new or existing business venture Event Application LCD Projector\Screen
that is related and relevant to the Hall
hospitality industry. Utility Personnel
Judges
Recognize acquired ideas from Faculty and Staff
previous chapters to conceptualize
plans and pursue necessary steps
in attaining actualization of the ideas
and creativity
 From all previous chapter –
complete output should be done and
finished and will undergo further
checking of course instructor.

FINAL COURSE OUTPUT:

As evidence of attaining the above intended learning outcomes, the student is required to do and submit the following during the indicated dates of the terms:

INTENDED LEARNING OUTCOME REQUIRED OUTPUT DUE DATE

Students should be able to completely submit a comprehensive facility with event presentation. SWOT Analysis of Facility Plan and Presentations Finals

RUBRIC FOR ASSESSMENT:

Attach here the rubric that students will use to self-check their required output prior to submission. The same rubric will also be used to grade the student’s work. Integrate within and reflect through the rubric
criteria.

CASE STUDY ASSESSMENT RUBRIC

Instructions: Read the case study (given by the lecturer) and answer the questions worth 20 points each in essay format. You will be graded for each question based on the following:

CRITERIA
Answers to the questions are
well-focused and clearly
Content & Analysis discussed.
Exceptional perception and
understanding of the topic.
Demonstrates critical thinking
and insight about the subject
matter.
10
Two or more marketing
Theories Identification & theories identified and
Application descriptions of how theories
are observed and
Answers to the questions are
somewhat clear.
Ordinary understanding of the
topic’s significance.
Little insight or critical thinking
about the subject matter.
8 6
Two or more marketing
theories identified but no
description or explanation of
Answers to the questions are
not clear, a seemingly random
collection of information.
Superficial understanding of
the topic.
Lack of insight or critical
thinking about the subject
matter.
No theory identified at all and
no description of theoretical
observation or implementation
provided.
 implemented are thoroughly how theories are observed
explained. and implemented.
6 4 2
Details are placed in a logical Some details are not in a Many details are not in a
order and the way they are logical or expected order, and logical or expected order.
presented effectively keeps this distracts the reader. There is little sense that the
Organization the interest of the reader. Many spelling, punctuation, writing is organized.
Spelling, punctuation, and and grammar errors; word Many spelling, punctuation,
grammar are all correct; word choice shows need for and grammar errors; word
choice shows professional professional growth. choice shows need for
growth. professional growth; difficult to
read; lack of proofreading.
4 3 2
TOTAL 20 15 10

Group Members: __________________________________

__________________________________
__________________________________
__________________________________
__________________________________

SWOT ANALYSIS OF FACILITY PLAN ASSESSMENT RUBRIC

Objective: Synthesize principles and concepts of marketing management to develop a marketing plan.

PART I. The SWOT

CRITERIA Level 3: Exceeds Expectations
Product concept is very unique.
Positioning statement is cohesive
Critical & Creative and clearly states the product’s
Thinking Skills competitive advantage.
10
Complete – All parts of a standard
marketing plan have been
completed and the analysis of data
Content supports the marketing plan and is
more than sufficiently covered in
breadth and depth.
20
Application of Marketing Uses marketing concepts in the
Concepts (i.e. marketing facility plan with a high degree of
mix, SWOT analysis, effectiveness.
marketing research, etc.)
20
TOTAL 50
Level 2: Meets Expectations
Product concept is not new, but with
some unique qualities.
Positioning statement is somehow
coherent but does not clearly
describe the product’s competitive
advantage.
7 5
Complete – All parts of a standard
marketing plan have been completed
and the analysis of data supports the
facility plan and is sufficiently covered
in breadth and depth.
15
Uses marketing concepts in the
facility plan with moderate
effectiveness.
15
37
Level 1: Does Not Meet
Expectations
Product concept is not unique at all,
very common in the market.
Positioning statement is incoherent
and does not state what the
product’s competitive advantage is.
Incomplete – All parts of a standard
marketing plan have not been
completed and the analysis of data
does not support the facility plan
and is insufficiently covered in
breadth and depth.
10
Uses marketing concepts in the
facility plan with limited
effectiveness.
10
25
PART II. Presentation and Communication

CRITERIA
Visual Support
(i.e. product prototype,
packaging, presentation
software/powerpoint,
commercial, etc.)
Organization and Oral
Skills (i.e. flow of report,
professionalism,
enthusiasm, pace, voice,
etc.)
Level 3: Exceeds Expectations
Uses visual support materials with
a high degree of effectiveness.
10
Communicates information and
ideas with a strong sense of
audience.
Level 2: Meets Expectations Level 1: Does Not Meet
Expectations
Uses visual support materials with Uses visual support materials with
considerable effectiveness. limited effectiveness.
7 5
Communicates information and ideas Communicates information and
with a clear sense of audience. ideas with a limited sense of
audience.

20 15 10
Knowledge and Defense All members of the group are A few members of the group are Members of the group are not
knowledgeable about the knowledgeable about the marketing knowledgeable about the marketing
marketing plan. plan. plan.
Strong ability to defend and Moderate ability to defend and Lack ability to defend and answer
answer questions from the panel answer questions from the panel and questions from the panel and
and audience. audience. audience.
20 15 10
TOTAL 50 37 25

OTHER COURSE REQUIREMENTS/ASSESSMENTS:

• Active participation on the different activities

• Attendance
• Educational Tour / Hotel Familiarization
• Major Exams
• Facility Plan – Event Presentation
• Projects
• Quizzes
• Recitation
Teaching Methods/Strategies

• Lecture/discussion forum

• Case study

• Debate series

• Group Research – FacilityPlan with Presentation

Course Policies and Other Requirements

A detailed description of the professor’s expectations; policies on assignments; instructions for completing projects, papers, journals, lab work, tests, make-up exams; attendance/tardiness etc.

GRADING SYSTEM:
The student will be graded according to the following:
Please refer to the student’s handbook, pages 14-17.
Term Examinations 33%
Class Standing 67%
100%
PRELIMINARY GRADE = 67% class standing + 33% transmuted prelim exam
MIDTERM GRADE = 67% class standing + 33% transmuted midterm exam
PRE-FINAL GRADE = 67% class standing + 33% transmuted pre-finals exam
TENTATIVE FINAL GRADE = 67% class standing + 33% transmuted final exam
FINAL GRADE = (Prelim Grade + Midterm Grade + Pre-final Grade + Tentative Final Grade) / 4
LEARNING RESOURCES/REFERENCES:

Books

1. Morritt, Ronald M. Segmentation strategies for hospitality managers: target marketing for competitive advantage. New York, N.Y.: Haworth Press, c2007.
2. Morisson, Alastair M. Marketing for the Hospitality and Travel Industry. Pasay, Philippines. Cengage Learning Asia Pte Ltd. c2010
3. Orcullo, Norberto A. Fundamentals of Strategic Management. Sampaloc, Manila. Rex Bookstore Inc., c2007
4. Sharma, Sanjeev. Principles and Concepts in Hospitality Management. New Delhi, India. Random Publications. c2018
5. Szende, Peter. Hospitality Supervision Case Scenarios. Pasay, Philippines. Cengage Learning Asia Pte Ltd. c2011
6. Wagen, Lynn Van Der. Hospitality management: strategy and operations. 2nd ed. Frenchs Forest NSW: Pearson Education, c2008.

Prepared by:

GWENDON O. REYES
Faculty

Recommending Approval:

VICKY U. ONG, RND, MBA

Dean – School of Hospitality Management

Approved by:

Dr. ROSE MARIE S. CLEMEÑA, RGC, RPsy

Vice-President for Academic Affairs