HTH668 MARCH - AUGUST 2022

UNIVERSITI TEKNOLOGI MARA

FACULTY OF HOTEL AND TOURISM MANAGEMENT

COURSE OUTLINE

PROGRAM : HM240 BACHELOR SCIENCE (HONS) HOTEL MGT

COURSE : HOSPITALITY STRATEGIC MANAGEMENT
CODE : HTH668
SEMESTER : 05
GROUP : HM2405Aa/Ab/Ba/Bb/Ca
CREDIT HOURS : 3.0
PREREQUISITE : -
HOURS/WEEK : 3.0 HRS / WEEK
LECTURER : JAZIRA BINTI ANUAR
012-208 3787

1.0 SYNOPSIS

This course introduces the current literature and theories of strategic management in
hospitality firms and business scenario as a whole. Students will be actively involved in the
exploration of current ideas, issues, problems, and techniques associated with top
management and the organization.

2.0 COURSE LEARNING OUTCOMES

At the end of the course, the students should be able to -

1. Apply principles, concepts, processes, tools and techniques in hospitality
strategic management. (PLO3, C3)

2. Demonstrate managerial skills by using strategic management tool applicable to

various hospitality firms’ situations. (PLO8, A3)

3. Display a range of effective leadership skills in hospitality strategic management. (PLO9,

A5)

3.0 METHODS OF TEACHING

1. Lectures
2. Group Project
3. Discussion

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SHIFTING OUR CLASSES ONLINE (NEW NORM - OPEN DISTANCE LEARNING):

Online lecturers will be conducted online via UFuture/Google Classroom. Most of our
session will be asynchronous to allow you to access the material at your own convenience.
We will meet for online discussion via Google Meet, Webex, MTeam, Zoom, or other
alternative platforms biweekly (when your PR DRAFT is due). Discussion will also be
conducted in our class chatrooms via WhatsApp or Google Classroom.

The unique code for our Google Classroom: 2ntyfdw (will update latest class code)
Kindly sign up to our classroom using your FULL NAME.
Feel free to reach out to me if you have troubles with assessing the materials online.

REMEMBER, there’s nothing that we can’t discuss. Stay safe!

4.0 CONTENT

A preliminary schedule is provided below (subject to change). PR = Progress Report.

WEEK TOPIC ACTION
1 Housekeeping 1st Group
27-31/3/2022 Class Rules Meeting

Introduction to Strategic Management

I. Definition and Importance of Business
Strategy
II. The Strategic Planning Process
III. The Nature and Levels of Objectives

2 The Content of Strategy

3-7/4/2022 I. Meeting the Needs of Multiple
Stakeholders
II. Fiscal Responsibility
III. Competitive Advantage: The Focal
Point

3 PR1 DRAFT
10-14/4/2022 The Process of Strategic Management DUE
I. The Different Forms of Strategy
II. The Incrementalist Perspective
III. The Organizational Perspective
4&5 PR2 DRAFT
17-21/4/2022 & External Analysis DUE
24-28/4/2022 I. The General Environment
II. The Competitive Environment TEST 1
III. Rivalry CHAPTER 1 - 4

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6&7 Internal Analysis PR3 DRAFT

8-12/5/2022 & DUE
I. Importance of Internal Analysis
15 -
II. The Resource Based View of the Firm
19/5/2022
III. Frameworks for Identifying What to
Assess
IV. Methods of Assessing Internal
Strengths and Weaknesses
V. Identifying Appropriate Comparison
Standards
1-7/5/2022 MID TERM BREAK/ 'CUTI KHAS PERAYAAN'

8&9 Operations Level Strategy PR4 DRAFT

22-26/5/2022 DUE
& 5-10/6/2022
I. The Strategic Role of Operations
II. Approaches to Managing at the
Operation Level
29/5-4/6/2022 CUTI KHAS PERAYAAN

10 & 11 PR5 DRAFT

Business Level Strategy
5-9/6/2022 & DUE
12-16/6/2022
I. The Elements of Competition
II. Types of Tactics
III. Competitive Advantage Across the
Market Life Cycle
12 & 13 Corporate Level Strategy
19-23/6/2022 I. The Role of Diversification
& II. The Forms of Diversification
26-30/6/2022 III. The Mean of Diversification
14 BUSINESS
3-7/7/2022 REVISION & SUBMISSION PLAN
SUBMISSION

18/7/2022-24/7/2022
STUDY LEAVE

5.0 ASSESSMENT
Midterm Test : 20%
Quiz : 10%
Assignments : 30%
Group project & Presentation : 40%

Total : 100 %

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ASSESMENT DETAIL AND ACTIVITY DESCRIPTION

a) Midterm Exam
Your midterm exam will cover Chapters 1 – 4, consisting of multiple choice, true/false, and
short answer questions. This is subject to changes by the instructor.

b) Quiz
Students will need to complete an online quiz upon completion of every topic.

c) Assignment
Individual assignment on current strategic management issues (E.g: Impact of global
pandemic on Hospitality industry). Student will use strategic planning tools to analyze trends
that affect the hospitality/tourism businesses’’ external and internal environment. Students
should come up with recommendations based on the critical analyses conducted on chosen
industry.
Submission will be made via Google Classroom/Ufuture.

d) Group Project & Presentation

Students will work in teams to conduct an industry analysis, write a business plan, and
effectively present their plan to the Board of Directors of their assigned company. See
separate handout for details. This is the biggest take away out of this class. Treat it very
seriously. Your grades depend on it.
Submission will be made via Google Classroom/Ufuture.

6.0 COURSE PROGRAM OUTCOME

Course Outcome Assessment

1. Apply principles, concepts, processes, Midterm Test
tools and techniques in hospitality Quiz
strategic management. (PLO3, C3)

2. Demonstrate managerial skills by using Assignment

strategic management tool
applicable to various hospitality firms'
situations. (PLO8, A3)
3. Display a range of effective leadership Group Project
skills in hospitality strategic
management. (PLO9, A5)

7.0 REFERENCES

Enz, C. A., & Harrison, J. S. (2010). Hospitality strategic management concepts and cases
(2nd Ed). Hoboken, NJ: Wiley. ISBN-13: 9780470399286

8.0 SUPPLEMENTAL READINGS

Okumus, F., Altinay, L., & Chathoth, P. (2010). Strategic management for hospitality and
tourism. Oxford, UK: Elsevier. ISBN-13: 9780750665223
Olsen, M., West, J., & Tse, E. C. (1998). Strategic Management in the Hospitality Industry
(2nd Ed). New York, NY: John Wiley & Sons. ISBN-13: 9780471292395

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Olsen, M., & Zhao, J. (2008). Handbook of hospitality strategic management. Amsterdam:
Butterworth-Heinemann. IISBN-13: 9780080450797

Enz, C. A. (2012) Competing Successfully with Other Hotels: The Role of Strategy. In M. C.
Sturman, J. B. Corgel and R. Verma (Eds.) The Cornell School of Hotel Administration
on Hospitality: Cutting Edge Thinking and Practice. Hoboken, NJ: John Wiley & Sons,
Inc. doi: 10.1002/9781119200901.ch15

CLASS EXPECTATIONS

The following guidelines will create a comfortable and productive learning environment
throughout the semester.
You can expect me:
• To provide the learning materials on time.
• To assign homework that adequately covers the material and meets the learning objectives
of the course while adhering to the time expectations for a 3 credit course.
• To give exams that accurately reflects the material covered in class and assigned in
homework.

I will expect you:

• To complete your assignments on time. I have very minimal tolerance for tardiness.
• To spend an adequate amount of time on the progress report each week, making an effort
to understand each sections.
• To seek help when appropriate.

Other Class Policies

Zero Tolerance of Cheating & Plagiarism
Plagiarism means using words, ideas, or arguments from another person or source without
citation. Cite all sources consulted to any extent (including material from the internet),
whether or not assigned and whether or not quoted directly.
Any form of cheating will immediately earn you a failing grade for the entire course.