Level 7 Postgraduate Diploma in Hospitality and Tourism Management

Qualification Handbook

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CONTENTS 1. Introduction ........................................................................................................ 5

2. Aims for Level 7 Postgraduate Diploma in Hospitality and Tourism Management ........................................................................................................................ 5 3. 4. 5. Access and Entry Requirements ...................................................................... 6 Postgraduate Diploma Level and Credit Framework ....................................... 7 Assessment........................................................................................................ 8 5.1 Grading criteria...................................................................................... 8 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 6. Guidance on Format of Assignments .................................................. 10 Monitoring Candidates and Progress Tutorials ................................... 10 Academic Conventions and Referencing ............................................ 11 Plagiarism and Collusion ..................................................................... 11 Marking Assessments ......................................................................... 12 Submission of Assessments................................................................ 13 Informing Candidates of Grades .......................................................... 14 Security ............................................................................................... 14 Reasonable Adjustment to Assessment ............................................ 14

Learning and Teaching .................................................................................... 15 6.1 Unit Content ........................................................................................ 15 6.3 6.4 6.5 Primary and Secondary Sources ......................................................... 16 Research Ethics .................................................................................. 16 Industry Based Research .................................................................... 16

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CTH Postgraduate Diploma Units ................................................................... 17 Relationship of Units to UK National Occupational Standards .................... 18 HTMS: Hospitality and Tourism Marketing Strategies .................................. 19 Hospitality and Tourism Marketing Strategies Assessment ................... 21 MLAC: Management and Leadership Across Cultures ................................. 29 Management and Leadership Across Cultures Assessment .................. 31 HTSP: Hospitality and Tourism Strategic Planning ....................................... 39 Hospitality and Tourism Strategic Planning Assessment ...................... 41 MHTP: Managing Hospitality and Tourism Projects ...................................... 51
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.............. 63 APPENDIX ONE ASSIGNMENT FRONT COVER .Managing Hospitality and Tourism Projects Assessment .. RMHTM: Research Methods for Hospitality and Tourism Managers .. 53 13............................................................. 77 4 ......... 71 APPENDIX TWO ASSIGNMENT PROGRESS TUTORIAL RECORD SHEET ..... 61 Research Methods for Hospitality and Tourism Assessment ......................................

hospitality and tourism managers.1. In this document there is guidance relating to learning.1 This document includes the learning outcomes. rather than operational issues. Introduction The purpose of this document is to explain the aims. but experienced. Aims for Level 7 Postgraduate Diploma in Hospitality and Tourism Management The aims of this qualification are to provide:       a qualification that focuses on the interrelationship between the hospitality and tourism sectors. 2. 1 Here after known as the PGDHTM 5 . a qualification that focuses on strategic issues in business development. a qualification that enables candidates to gain credit towards either a Masters degree. teaching and assessment strategies for this qualification. a qualification that enables candidates to develop higher level academic skills that can be applied in a vocational context. an effective academic progression route for hospitality and tourism graduates. assessment criteria and indicative content for each unit. an effective academic progression route for non-graduate. structure. and content of the CTH Level 7 Postgraduate Diploma in Hospitality and Tourism Management. and an explanation of the assessment quality assurance processes.

 Evidence of at least five years‟ work experience in the hospitality and/or tourism sector at management level or above.0 or other evidence of competence in English at this level.  IELTS 6. as applicants may apply with a wide variety of backgrounds and qualifications. Equivalence to be evaluated through NARIC. 6 .  IELTS 6. Hospitality/Tourism graduate  Evidence of equivalence of qualification to a UK with Bachelors Degree from a hospitality and/or tourism degree.3. Recommended entry requirements  CTH Level 6 Qualifications  Minimum of degree in hospitality and/or tourism graded “third” or above.0 or other evidence of competence in English at this level. Hospitality/Tourism graduate with Bachelors Degree from UK institution. Access and Entry Requirements The entry requirements below are intended for guidance only.  IELTS 6. above. Graduate from non-related field or non-graduate with hospitality and/or tourism work experience. Whilst ensuring the qualification is accessible to all those with the potential to achieve the required outcomes and there is equality of opportunity for all those who wish to access the qualification. graded as “third” of non-UK institution.0 or other evidence of competence in English at this level. Applicant profile CTH Student and Associate Members. CTH accredited centres will assess all applicants to ensure they are able to meet the demands of the course.

Please also see Section 8 for more details. These hours would include. However. Masters Degrees are normally awarded by universities and usually include a final forty-credit dissertation plus 20 credit research unit OR a sixty-credit dissertation. credits from the CTH Work Experience Certificate do not count towards the CTH Postgraduate Diploma. The CTH Postgraduate Diploma is awarded a minimum of 120 credits at Level 7. Postgraduate Diploma Level and Credit Framework The CTH PGDHTM is a level 7 vocational qualification currently within the National Qualifications Framework. Therefore. self-study. The credit and unit structure for the CTH PGDHTM is set out in the following table. but are not limited to. Therefore.4. therefore.cthawards. formal classes.g. candidates should expect that normally no more than 30% of the 1200 learning hours would be spent in classroom based learning (e. centres may wish to offer an optional unit. To achieve Master‟s Degrees in the UK a candidate must achieve a minimum of 180 credits at level 7. The qualification is designed at 120 QCF credits and developed to adhere to the level 7 descriptors as developed by Ofqual. Qualification Level 7 Postgraduate Diploma in Hospitality and Tourism Management Credits 120 Units 4 x 30 credit units (3 mandatory units and one optional unit) In addition. In the UK. the CTH Postgraduate Diploma offers a progression route to a full Master‟s Degree. revision and assessment. the CTH Work Experience Certificate. to those candidates without prior experience of working in either the hospitality or tourism industries. However. lectures and seminars). candidates successfully completing a level 7 qualification should be able to demonstrate their ability as independent learners. further details of articulation agreements with Universities can be obtained via the CTH website www. The Qualifications and Credit framework states that one credit represents ten hours of study at any specified level.com 7 . the CTH Postgraduate Diploma normally requires a programme of study that has been designed to include a minimum 1200 learning hours.

against the specified learning outcomes and assessment criteria provided for each unit. Candidates need to demonstrate the higher-level skills and qualities specified in the learning outcomes.1 Grading criteria Individual units can be graded either as fail. knowledge and issues in the area of study • highly original thinking • exceptional clarity of complex ideas. as well as the expected outcomes at level 7. The qualification is either achieved or not achieved. Assessment Given the broad and highly varied nature of the hospitality and tourism industry. within a non-homogeneous vocational context. with excellent coherence and logic • excellent presentation • comprehensive understanding and application of research techniques • very clearly formulated conclusions that are clearly communicated • clear understanding of how knowledge developed can be applied. Mark scheme are provided for each unit and grading criteria is given below to assist assessors in allocating marks. pass. in conjunction with the unit mark sheets. To achieve a distinction grade (80%+) candidates must: Demonstrate an outstanding level of achievement: • high level of critical analysis and evaluation • broad and deep understanding of current research. However. merit or distinction.5. In terms of certification this means that candidates will receive a transcript of their results showing the grades for each unit successfully completed. the qualification is not subject to grading. Assessment of candidates‟ work will be centre based. 5. investigative assignments and presentations are more appropriate. The following table explains the generic grading criteria that should be used by centres. 8 . plus the Post Graduate Diploma to recognise the level of achievement. to assess all candidates‟ work . assessment of knowledge by examination is not felt to be an appropriate method.

• will have major weaknesses or will have not fulfilled the CTH academic regulations • failed to meet the requirements of the assessment criteria and learning outcomes of the unit. spelling and lack of coherent structure • no referencing of sources.To achieve a merit grade (60% to 79%) candidates must: Demonstrate a very good level of achievement: • good critical analysis and evaluation • good understanding of current research. To achieve a pass grade (40% to 59%) candidates must: Candidates who fail: 9 . Demonstrate a good standard of work: • evidence of critical analysis and evaluation • some evidence or original thinking • good use of research techniques • clear and coherent conclusions • good standard of presentation. knowledge and issues in the area of study • significant originality with very clear ideas • high level of coherence and logic • very good presentation • good understanding and application of research techniques • well formulated and fully justified conclusions • a good understanding as to how knowledge developed can be applied. • mainly descriptive answer with limited analysis and evaluation • limited and irrelevant examples and application of theory • no originality of thinking • poor standard of presentation in term s of grammar.

Electronic assessment files must be saved in the following file name order abbreviated unit title and CTH number. candidate CTH number.3 There is no referral or resubmission once a candidate‟s assessment has been submitted to CTH for moderation. Tutors may review candidates work and offer guidance in line with normal tutorial practice prior to submission to CTH. Assignments must contain a foot note with the candidate name. CTH candidate number.5. Each assignment must have a front cover (Appendix 1) which must include the candidate‟s full name. For example: MLAC123456. Centres are required to submit both a hard copy and electronic copy of the assignment to CTH. . title of the assignment and unit title. unit title and page number. securely fastened to the front page. A margin of 10% is allowed above this word count but any further deviation from this must be authorised by CTH. Candidates who receive a fail grade will be required to submit a new piece of work and a new assessment fee will be charged. The tutorial system.5 line spacing. Tutors are required to provide CTH with a record of all progress tutorials by completing a Progress Tutorial Form for each tutorial. given in Appendix 2. CTH cannot process files that are saved in Works or Open Office. CTH reserve the right to refuse to mark any assignments which exceed the stated word count. provides tutors with the opportunity to ensure that the assignments is the candidates own work. Tutors are required to sign a declaration to confirm they are confident the assignment is the sole work of the 10 . All hard copies of assessments need to be printed and securely stapled with the electronic copy.2  Guidance on Format of Assignments All assignments will contain a word count. Monitoring Candidates and Progress Tutorials       5. ie CD or memory stick. Candidates should use the following font for their assignments: Times New Roman or Arial size 12 with 1.doc. mark schemes and related assessment paperwork. Assessments should not be bound or placed in a folder as these will be disposed of at CTH. however it is expected that Candidates will receive no more than three tutorials per assignment. through discussions and questioning. Centres are required to keep an electronic copy of all assessments. Candidates must ensure that electronic files are saved in Office 97-03 compatible format.

that assignment will be automatically reviewed by the CTH examining team.candidate. merit or distinction grade. and failure to do so may result in candidates receiving “fail” grade. It is expected that at level 7 candidates are able to communicate complex ideas clearly in both written and spoken English. candidates must acknowledge all the sources they have used. it is therefore imperative that centers‟ and/or candidates attach to their assignment. a merit or a distinction. please see section 5. centres must ensure that they have robust policies. i) All sources.4 Academic Conventions and Referencing At level 7 it is expected that candidates use the following academic conventions in order to achieve a pass. On submission to CTH all candidate assignments will be submitted for scrutiny using Turnitin. the original of any plagiarism scrutiny report that they have undertaken themselves to prevent duplicate entries.4 on referencing. All candidate assignments will be subjected to scrutiny by plagiarism software. procedures and practices to prevent instances of plagiarism and collusion. candidates write in an impersonal style. The use of the Harvard method for acknowledging all sources is an expectation at level 7. It is expected that at level 7. 5. should be properly acknowledged through citations and references via the Harvard method. The exception to this would be when candidates write self-reflective work. Centre‟s approaches to these issues will be considered by CTH before granting centre approval and as part of the on-going external moderation process. Plagiarism and Collusion ii) iii) 5. There is no acceptable level of plagiarism for level 7 assignments. Where a plagiarism software scrutiny report indicates an assignment contains over 20% plagiarism. During the moderation process assignments will be reviewed the by the CTH examining team and if plagiarism is suspected the candidate will be issued a zero grade. a plagiarism software tool.5 When carrying out assessment and moderation. Candidates should be able to use appropriate technical vocabulary and use correct syntax and grammar. 11 . CTH reserve the right to refuse to moderate any assignments where no record of candidate tutorials has been provided. summarised or paraphrased. whether directly quoted. to receive a pass. Therefore.

Whilst no specific marks are awarded for presentation technique it is expected that candidates will not be able to achieve a pass grade in this part of their assessment if their presentation skills are not of a good standard as per the assessment criteria given in 5. Where the internal moderator does not agree with the first markers allocated marks then the first marker and the internal moderator are required to review and discuss the marks for the assignment. particularly with blind marking. referring to the grading criteria and mark sheets and come to an agreement.1.6.2 Presentations Candidate presentations should be blind-marked by two internal markers. with reference to the mark scheme and grading criteria. CTH will be looking 12 . 5.5. with reference to the mark scheme and grading criteria. Both internal markers should be present to observe and question the candidate present on their presentation. The unit tutor is responsible for the first marking of all assignments and then a minimum of 10% of marked assignments should be moderated by an independent member of the tutoring team. It is also important that first and second markers record their comments in relation to this discussion in the boxes provided on the mark scheme. CTH will be looking for evidence of this discussion on the mark sheet and may query mark schemes where internal markers and moderators marking is always identifical. The 10% sample of assignments for moderation must be drawn across all grades and all grade borderline assignments (within 3 marks of a grade boundary) should be reviewed by the internal moderator. This final mark should be recorded in the final mark column of the mark sheet.1 Written Assessments All written assessments should be internally marked and internally moderated by the centre. This final mark should be recorded in the final mark column of the mark sheet. CTH encourages discussion between internal markers and moderators. that markers will award identical marks in the first instance.6 Marking Assessments 5. referring to the grading criteria and mark sheets and come to an agreement. CTH encourages discussion between first and second markers. Note: CTH encourage accurate recording of all marks by the internal marker and moderator as it acknowledges that it is common that first markers and internal moderators may disagree with the marking. It is also important that internal markers and moderators record their comments in relation to this discussion in the boxes provided on the mark scheme. to agree a final mark. Note: CTH encourage accurate recording of all marks by the first and second marker/moderator as it envisages that it is rare. Where the internal markers do not allocate the same marks in the first instance.6. they are required to discuss the marks for the presentation. to agree a final mark. one being the tutor and first marker for the related assignment.

It is strongly recommended that centres publish their own internal specified deadlines for the submission of all assessed work for candidates to allow adequate time for internal marking. Below is a summary of the documentation that should be included with the submission of each assignment:  For assignments: o Front Cover Sheet for all assignments o Written Reports: 1 hard copy and one electronic copy o Presentations: PowerPoint print-outs.for evidence of this discussion on the mark sheet and may query mark schemes where first and second marking is always identifical in the first instance. On each mark sheet assessors should record their marks in the appropriate columns and provide summative feedback.e. The first marker should also ensure all sections of the mark sheet are complete and the appropriate documentation is attached on submission. provided the assessment is submitted with full and complete paperwork as outlined in this document. i. strengths and weaknesses of the assessed work and the mark sheet should be signed and dated by each assessor.3 General Guidance and Completion of Mark Sheets Tutors/first markers and moderators should record the marking process and assessment decisions on the CTH Mark Sheets for each of the units provided within this document.  Original reports of plagiarism software scan where the assignment has been put through a plagiarism test by the candidate or centre. 13 . Centres can expect to receive results on the last working day of two calendar months from the last working day of the month the assessment was submitted. handout and speaker notes  Mark sheet for each unit  Progress Tutorial Sheets for each tutorial/for each unit.6. CTH reserve the right to refuse to moderate any assignment with incorrect or incomplete paperwork.7 Submission of Assessments Centre‟s can submit candidate assessments every month throughout the year. internal moderation and dispatch to CTH. 5. The monthly deadline for submitting assessments is the last working day of the month. The final mark column should be completed for all assignments. However candidates must be registered and all assessment fees paid at least four weeks prior to their submission. 5.

Reasonable Adjustment and Special Consideration can be found on the CTH website: www.5. Copies of the Equal Opportunity Policy. including mark sheets and Progress Tutorial Sheets. Assessments should be sent to CTH using a secure method of delivery. CTH cannot accept any responsibility for lost assessments and in the case of lost assessments the candidates will be required to submit a new assessment. 5. and also the associated assessment and grading records. Centres are advised to keep a copy of all candidate assessments and related CTH paperwork.10 Reasonable Adjustment to Assessment CTH has policies and procedures in place to help candidates who need special support during the assessment process.cthawards. All internal marking is subject to moderation by CTH and marks and/or grades may be altered during the CTH moderation process.8 Informing Candidates of Grades It is strongly recommended that tutors do not discuss internal marks with candidates. Approved centres are expected to adhere to CTH‟s Equal Opportunities Policy in relation to support for candidates during the delivery of CTH qualifications.com. 14 . CTH will be responsible for informing centres of their candidates‟ final grades in all assessments. 5.9 Security Centres are required to ensure the security and confidentiality of all candidates‟ submitted work.

(or an equivalent professional qualification). tutors should ensure that candidates‟ work is an appropriate balance of theoretical research and applied research. Given the nature of the industry it should not be difficult to reflect this need in learning design. Therefore. Additionally. Candidates will then be able to draw conclusions by comparing and contrasting theory with practice. and emerging. theories and concepts. This is equally likely. The role of subject tutors is crucial in enabling candidates to access these theories and concepts. CTH recognises that providing access to industry related academic texts is essential for students to have the most chance of success at this level of study. CTH student membership at Postgraduate level therefore includes access to the CTH e-resources website and the CTH e-library which includes over 200 relevant textbooks. research is the means to the development of learning. It would therefore.1 Learning and Teaching Unit Content Centres are responsible for designing the learning and teaching for the qualification. if there is too much emphasis on experiential research. Tutors in centres must enable candidates to undertake and develop the skills in both qualitative and quantitative research methods. is for candidates to understand and apply. be inappropriate at level 7 to be highly prescriptive in terms of subject content. it is expected that subject tutors will not only have the pedagogic skills required to develop appropriate learning and teaching strategies. theories and concepts in order to develop their own knowledge and understanding. the appropriate theories and concepts. because these are vocational qualifications. 15 . Therefore. and help them understand. If there is too much emphasis on purely theoretical research. 6. but will also have current subject expertise at the required level. it is important that centres consider the range of the research processes within the qualification. This will normally mean that tutors will be qualified to at least level 7. Whilst it is entirely appropriate for tutors to develop and deploy their own learning and teaching strategies and tactics. and also enable candidates to develop the skills required for study at this level. the construction of new knowledge and understanding.6. and the development of candidates‟ independent skills in critical analysis and evaluation. and will be able to demonstrate current subject knowledge. based on the unit syllabi they will be teaching. the expectation at level 7 is that they should guide candidates towards. In broad terms. The aim therefore. developed through on-going scholarly activity.2 Use of Research At level 7. the outcomes focus on the development and application of learning. 6. and also enable candidates to develop and practice deductive and inductive research processes. it will be harder for candidates to understand the connections between theory and practice. Instead. candidates should have the freedom to explore established.

the compliance procedures. tutors should facilitate the development of these skills through the guidance that they give to candidates. Candidates may find it easier to focus on one business for all of these research activities. 6. Therefore. The type of data required will depend on both the subject and the object of any specific research activity. However. over the whole qualification candidates should develop skills in both primary and secondary data collection. (but are not necessarily limited to):  the research must be beneficial  the research must not damage any business or person  informed consent  confidentiality  honesty  objectivity 6. and the action to be taken in cases of non-compliance.5 Industry Based Research In a number of units candidates are required to carry out primary research in hospitality and tourism organisations. For guidance. These are normally set out as a code of ethics and include the principles. as well the theoretical and/or conceptual models being used to frame the research. centres should note that in formulating research codes of ethics. it is essential that centres ensure that candidates develop and practise appropriate research ethics. and/or the results of human behaviours and attitudes.3 Primary and Secondary Sources It is not appropriate at level 7 to be prescriptive regarding the types of data to be collected by candidates when undertaking research. tutors should discourage this approach as it could limit candidates‟ learning.4 Research Ethics The research activities that candidates will undertake in this qualification are likely to include consideration of human behaviours and attitudes. 16 . However. there. it should help them to develop deeper levels of learning. If candidates are encouraged to extend their research and understanding beyond the limitations of their own experiences. frequently used principles include. Therefore. or have worked.6. To assist candidates with this. particularly if they have access to people and data because they currently work. it is common practice for educational institutions to publish clear research ethics policies and procedures.

CTH Postgraduate Diploma Units The following tables summarises the units that make up the PGDHM. Postgraduate Diploma in Hospitality and Tourism Management Unit title and number HTMS: Hospitality and Tourism Marketing Strategies – 30 credits MLAC: Management and Leadership Across Cultures – 30 credits HTSP: Hospitality and Tourism Strategic Planning – 30 credits Plus one of the following options MHTP: Managing Hospitality and Tourism Projects – 30 credits RMHTM: Research Methods for Hospitality and Tourism Managers – 30 credits Essay Written Report Written Report Presentation 20% 80% 80% 20% Assessment Method Written Report Presentation Written Report Presentation 80% 20% 80% 20% Discussion Paper 20% Written Report 80% 17 .7.

Relationship of Units to UK National Occupational Standards The following table outlines the relationship of these qualifications to National Occupational Standards. Project Management (ECITB) RMHTM: Research Methods for Hospitality and Tourism Managers National Occupational Standards currently not available 18 . Unit title and number HTMS: Hospitality and Tourism Marketing Strategies Related National Occupational Standards Hospitality Supervision and Leadership Standards (People 1st) Travel & Tourism Standards (People 1st) Hospitality – Generic Standards (People 1st) Events Management & Temporary Structures (People 1st) Marketing and Sales Standards for non-specialists (Marketing and Sales Standards Setting Body) National Occupational Standards for Management and Leadership (MSC) MLAC: Management and Leadership Across Cultures Hospitality Supervision and Leadership Standards (People 1st) Hospitality – Generic Standards (People 1st) Human Resources .National Occupational Standards (ENTO) HTSP: Hospitality and Tourism Strategic Planning Hospitality Supervision and Leadership Standards (People 1st) National Occupational Standards for Management and Leadership (MSC) MHTP: Managing Hospitality and Tourism Projects Events Management & Temporary Structures (People 1st) National Standards.8.

1. Critically evaluate marketing communication strategies for hospitality and 2.9.1 Critically evaluate marketing strategies in the hospitality or tourism sector.2 Assess the role of network and customer relationship marketing strategies for hospitality or tourism organisations. In particular there has been a change from transactional to relationship management in marketing.3 Recommend marketing and customer loyalty strategies for a hospitality or tourism organisation. The current market consumers determine whether brand and image are coherent and organisations recognise the power of brand and image as central to marketing activity. Indicative Content  Brand identity and strategy    Network and relationship marketing Strategic Customer Relations Developing and creating customer loyalty Brand identity 2.1 Explain how marketing communications can be used to develop brand 19  . branding and public relations strategies that increase competitive advantage for the organisation. branding and public relations strategies in the hospitality and tourism industry. 1. Learning Outcomes At the end of this unit the learner will be able to: 1. The impact of the Internet is having profound effect upon PR and marketing practices. HTMS: Hospitality and Tourism Marketing Strategies Level: Status: Number of Credits: Guided Learning Hours: 7 Mandatory 30 90 Unit Aims In today‟s increasingly competitive business environment there has been a shift from traditional marketing towards more varied approaches. Assessment Criteria The learner can: 1. Candidates will be able to develop marketing. Develop marketing strategies for hospitality and tourism organisations. the aims of this unit are to enable candidates to develop their understanding and ability to critically evaluate marketing. Today‟s brands are often built with effective PR campaigns and then maintained through a blend of marketing and PR. Therefore.

3 Recommend and justify marketing communications strategies for a hospitality or tourism organisation.2 Assess the effectiveness of e-marketing.    E-marketing Viral Marketing Guerrilla marketing 2. identity strategies. viral and guerrilla marketing strategies within hospitality or tourism organisations. 20 .tourism organisations. 2.

Hospitality and Tourism Marketing Strategies Assessment Task 1 Learning Outcome 1 and 2 Assessment Criteria: 1. The secondary research undertaken should be appended to this assignment. Candidates should then recommend marketing and customer loyalty strategies that would secure and/or enhance the organisations competitive advantage. Candidates should include a brief introduction to the organisation they are researching in terms of their size. All theories. concepts.1. Candidates are required to prepare and carry out a 15 minute presentation explaining the recommendations made in task 1. As part of their analysis candidates should assess and critically evaluate the role and effectiveness of the organisations:     network and customer relationships marketing strategies marketing communications activities and strategies e-marketing. viral and guerilla marketing activities and strategies role and effectiveness of public relations activities and strategies.2. Candidates should use and apply marketing and marketing communications theory and conceptual frameworks to critically analyse the above issues. It is envisaged that candidates will only need to carry out secondary research into their chosen organization in order to complete this assignment.3 Weighting 20% Individual Presentation with handouts (maximum two sides of A4) and speakers notes. 1. markets. 21 . 2.3 and 2. The presentation should discuss the marketing. branding and public relations strategies of a hospitality or tourism organisation of their choice. customers.2 Weighting 80% Written Report: 4000 words maximum Candidates are required to produce a 4000 word report that critically evaluates the marketing.1 and 2. All recommendations should be justified drawing on the analysis they have carried out. Task 2 Learning Outcome 1 and 2 Assessment Criteria: 1. products/services. models and industry examples must be appropriately referenced using the Harvard System style.

public relations and customer loyalty strategy recommendations that have been made. Candidates should also present their presentation slides and accompanying speaker notes when submitting this assignment. Candidates should prepare a supporting handout in which they summarise the key points of their presentation.marketing communications. 22 . Candidate‟s presentation should address the above assessment criteria and candidates should ensure that they demonstrate that they have achieved the outcomes stated. this handout should not exceed two sides of A4. how they reached their recommendations and clearly explain how the recommendations will assist the organisation in securing or enhancing competitive advantage. using theoretical concepts. Candidates should be explain and justify.

clearly on all pages. driving license or college ID card) during the registration process. Tutor Signature: 23 . national ID.g. Note: All documents should contain the candidate ID number. unit title and date of submission.Level 7 Post Graduate Diploma in Hospitality and Tourism Hospitality and Tourism Marketing Strategies Mark Sheet DOCUMENTS TO ATTACH TO MARK SHEET. Front Cover Page of Assignment with candidate and tutor declaration Written Assignment (one hard copy and one electronic copy) Presentation:  Power Point Slides  Hand-outs  Speaker Notes Tutorial Progress Record/s YES NO Please use this box to list any other documents that are being attached to this mark sheet: I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e. passport. Please indicate below if the following documents are attached.

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of Marks Allocated Internal Marking CTH Moderated/Final Mark Internal Moderator/ Second Marker Agreed Mark First Marker Task 1 Written Report (Maximum 4000 words). branding and public relations strategies of a hospitality or tourism organisation   Secondary Research Critical evaluation of: o Network and customer relationship marketing strategies o Marketing Communications o E-marketing. Critically evaluate the marketing.Hospitality and Tourism Marketing Strategies Mark Scheme Task Activity No. viral and guerilla marketing o Public relations 10 30  Use and application of theory and conceptual frameworks 20 Task 2: Presentation Recommendatio ns  Recommendations Task 1 Total: Marks  Explanation and Justification of recommendations using theoretical concepts  Link to enhancing competitive advantage Task 2 Total Marks Total Mark for Assignment 20 80 10 10 20 100 MARK SCHEME CONTINUED 25 .

Name:………………………………………………… Date:………………………. i.First Internal Marker Comments: Signed:………………………………………………. the strengths and weaknesses of the assessed work. Note: This section should be used by assessors to record their summative feedback. CTH Moderators Comments Signed: Name: 26 Date .e. Internal Moderator/Second Marker Comments: Signed:………………………………………………. Name:………………………………………………… Date:……………………….

and Armstrong. G. G. London: McGraw Hill. Recommended Reading Adcock. D. and Buttle.cw/index.and Pettitt. Kotler. 4th ed. Bowen. and Ross. New Jersey: Pearson Prentice Hall. A. Harlow: Financial Times Prentice Hall. Kotler. D. P. Harlow: Financial Times Prentice Hall. (2007) Principles of Marketing. Companion Website for 3rd Edition: http://wps. Nykiel. 12th ed. (2005) Marketing Research.HOSPITALITY AND TOURISM MARKETING STRATEGIES READING LIST Essential Texts Hooley. N. J. and Armstrong. R. Saunders. A. and Piercy.com/chet_nykiel_hospitalitymgt_1/ Other learning resources  Journals European Journal of Marketing Hospitality International Journal of Contemporary Hospitality Management International Marketing Review 27 . (2004) Hospitality Marketing: An Introduction.A. 7th ed.prenhall. (2008) Marketing Strategy and Competitive Positioning. Halborg. (2001) Marketing: Principles and Practice.com/chet_kotler_marketing_3/6/1554/397872. (2005) Hospitality Management Strategies. Companion website: http://books.prenhall. J. R.elsevier. D.. G. (International Edition).com/bp_kotler_pom_11/31/8124/2079930. S..prenhall. J.F. Bowie. Harlow: Prentice Hall Companion website.. D. F. J. P. (2006) Hospitality Marketing Management.asp?isbn=9780750652452 Brassington. C.cw/index. and Bojanic. 3rd ed.http://wps. Chisnall P. C. 4th European Edition. (2006) Principles of Marketing. (2007) Principles of Marketing. P.com/companions/defaultindividual. New Jersey: John Wiley & Sons Inc. 4th ed. 4th ed. Harlow: Prebtice Hall. F. Prentice Hall Companion website: http://wps.html Reid. Oxford: Elsevier Butterworth Heinemann. Harlow: Financial Times Prentice Hall. (2006) Marketing for Hospitality and Tourism.html Kotler. & Makens. 4th ed.

uk 28 .Journal of Marketing Marketing Week Marketing Restaurant Hospitality  Useful sites to visit: Chartered Institute of Marketing www.cim.co.

Learning Outcomes At the end of this unit the learner will be able to: 1.3 Recommend techniques for managing and building teams with a culturally diverse workforce. Manage cultural diversity within an organisation.2 Compare and contrast different leadership styles across different cultures.2 Recommend responses to the different needs and expectations of culturally diverse guests. Indicative Content  Cultural difference  Ethnicity  Hofstede‟s Cultural Dimensions  Stereotyping  Nationalism  Cultural identity & noise  Cultural taboos  Culture shock  Cultures colliding. 1. 1.1 Critically evaluate the theories relating to managing cultural diversity. 1. 2. MLAC: Management and Leadership Across Cultures 7 Mandatory 30 90 Level: Status: Number of Credits: Guided Learning Hours: Unit descriptor This unit enables learners to develop the knowledge and skills necessary to lead and motivate workforces across many different cultural backgrounds and respond to the needs and expectations of culturally diverse customers. equality and diversity. Learners will achieve this by developing a critical understanding of the range of issues associated with management and leadership across cultures. 2. Assessment Criteria The learner can: 1.1 Critically evaluate theories of leadership and motivation. 2.10. including managing cultural diversity and theories of motivation. 2.4 Recommend leadership strategies for an organisation that operates across different cultures. Lead and motivate a workforce across different cultures.  Organisational cultures and strategies for changing organisational culture  Host-guest relationships  Managing expectations  Moments of truths  Service gaps  Service policies practices and procedures and their 29 .3 Compare and contrast different motivation techniques across different cultures.

       application in different organisational contexts Cross cultural business ethics and international sustainability Role of international managers Recruitment Cross-cultural training Performance management Employee welfare and benefit International human resource development 30 .

2 and 1. Candidate‟s presentation should address the above assessment criteria and candidates should ensure that they demonstrate that they have achieved the outcomes stated. 1.Management and Leadership Across Cultures Assessment Task 1 Learning Outcome 1 Assessment Criteria: 1. Candidates should also present their presentation slides and accompanying speaker notes when submitting this assignment. Candidates should prepare a supporting handout in which they summarise the key points of their presentation. leadership and motivation within a culturally diverse business environment.3 Weighting 80% 4000 word written report Using the research from the same organisation used for Task 1. Task 2 Learning Outcome 1 and 2 Assessment Criteria 1. models and concepts (including the management and leadership of cultural diversity) to analyse. 2. It is envisaged that in order to complete this assignment candidates will carry out both primary and secondary research. concepts and be supported by industry examples. 31 .1. and critically evaluate the results of the research.3 Weighting 20% Individual Presentation plus Handout (1000 words maximum) Candidates are required to carry out an investigation into a hospitality or tourism organisation with a culturally diverse workforce and prepare a 20 minute presentation critically evaluating the relevance of motivation and leadership theories and techniques in ensuring that organisation continues to meet the growing needs and expectations of a culturally diverse customer base. This discussion should include a critical assessment of the relevant theories. Candidates should use appropriate theories. Candidates should then discuss the strategic options available to the organisation to manage staff and guests within the context of cultural diversity.1. 2. this handout should not exceed 2 x sides of A4 paper.1. candidates must research and analyse how managers in the selected organisation approach the issues associated with management.2 and 2.

concepts. Research undertaken should be appended to this assignment. This report is expected to be one of critical analysis and not just a descriptive account of various concepts and theories.Then candidates should make recommendations as to how leadership and management (including team building and management) processes could be improved or maintained within that organisation to ensure it continues to meet and respond to the expectations of its customers. 32 . models and industry examples must be appropriately referenced using the Harvard System. Candidates will be expected to make and justify their recommendations. All theories.

Please indicate below if the following documents are attached. Note: All documents should contain the candidate ID number.Management and Leadership Across Cultures Mark Sheet DOCUMENTS TO ATTACH TO MARK SHEET. driving license or college ID card) during the registration process.g. Front Cover Page of Assignment with candidate and tutor declaration Written Assignment (one hard copy and one electronic copy) Presentation:  Power Point Slides  Hand-outs  Speaker Notes Tutorial Progress Record/s YES NO Please use this box to list any other documents that are being attached to this mark sheet: I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e. national ID. unit title and date of submission. Tutor Signature: 33 . passport. clearly on all pages.

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of Internal Marking Marks Allocated First Internal Marker Moderator/ Second Marker 10 CTH Moderated/ Final Mark Agreed Mark Task 1 Presentation Critical evaluation of motivation and leadership theories and techniques  Critical evaluation of motivation and leadership theories in relation to culturally diverse workforce  Critical evaluation of motivation and leadership theories in assisting the organization meeting customer expectations and needs Task 1 Total: Marks 10 20 10 30 Task 2: Written Report (Maximum 4000 words)  Research (primary and secondary)  Use and application of theory and conceptual frameworks  Strategic Options.Management and Leadership Across Cultures Mark Scheme Task Activity No. including justification using industry examples  Recommendations Task 2 Total: Marks Total Mark for Assignment 20 20 80 100 35 .

CTH Moderators Comments Signed: Name: Date: 36 . Note: This section should be used by assessors to record their summative feedback. Internal Moderator/Second Marker Comments: Signed:………………………………………………. the strengths and weaknesses of the assessed work.First Internal Marker Comments: Signed:………………………………………………. Name:………………………………………………… Date:………………………. i.e. Name:………………………………………………… Date:……………………….

R. London: Sage Publications. Warner. 3rd ed.M. (2005) Understanding and Managing Diversity: Readings. N. Adair. J. Adair. Francesco. 2nd ed. B. London: Nicholas Brealey. W. (2007) International Hospitality Management: Concepts and Case. 2nd ed. (2003) International Management: Managing Across Borders and Cultures. Kandola. London: Industrial Society. London: Chartered Institute of Personnel and Development.. and Gold. 37 . A. (1998) Diversity in Action: Managing the Mosaic. (2004) How To Be An Even Better Manager. (1995) Globalisation Strategy in the Hotel Industry. 5th ed. (1996) Managing Diversity – People Skills for a Multicultural Workplace. Harvey. P. (1999) Breaking Through Culture Shock: What You Need to Succeed in International Business. Upper Saddle River. F. London: Thomson. and Allard. Chartered Institute of Personnel and Development.MANAGEMENT AND LEADERSHIP ACROSS CULTURES READING LIST Brotherton. NJ: Pearson Education. Knowledge. J. (Ed) (2003) The Concise Adair on Leadership. Cases. R. and Chen. M. (2005) International Organisational Behaviour. A. (2006) Effective Leadership Development. Marx. M. Cornelius. London. Armstrong. Go. M. 3rd ed. London:Thorogood. C. (2005) The Action Centred Leader. New York: Hay House Publishers. London: Kogan Page. J. B. Upper Saddle River. and Exercises. and Skills. Carr-Ruffino. Covey. M. and Joynt. London: International Thomson Publishing. T. E. (ed. B. P. and Fullerton. Connerley. P. (2005) Leadership in a Diverse Multicultural Environment: Developing Awareness. London: Prentice Hall. N. Clarke. Oxford: Butterworth-Heinemann. London: Thomson Learning.) (2002) Managing Across Cultures: Issues and Perspectives. and Pine. A. NJ: Pearson Prentice Hall. Thomas. Deresky. (2003) International Hospitality Industry.) (2002) Building Workplace Equality: Ethics. 2nd ed. Oxford: ButterworthHeinemann.R. Diversity and Inclusion. M. and Pedersen. H. London: Routledge. (2004) The Seven Habits of Highly Effective People. L. (ed. J. S.

38 . Employment and Society NB: Information can also be found on the Internet. Culture and Society Work. Magazines and Journals: Caterer and Hotelkeeper Hospitality International Journal of Contemporary Hospitality Management International Journal of Hospitality Management Tourism Management European Management Journal International Studies in Management and Organisation Theory.

valuebased strategy. 1. emergent) Strategic alliance.11. market share. reconfiguration. adding value. Assessment Criteria The learner can: 1. 1. merger. Indicative Content       Ansoff matrix vertical. backwards and forwards integration Cost leadership Mintzberg‟s strategies (deliberate. acquisition Competitive strategies. HTSP: Hospitality and Tourism Strategic Planning 7 Mandatory 30 90 Level: Status: Number of Credits: Guided Learning Hours: Unit descriptor Learners will develop strategic business planning skills for hospitality and tourism organisations.2 Use strategic business development theories to identify the strategic options available for a hospitality or tourism organisation. benchmarking. workforce competence development.4 Identify the risks to a hospitality or tourism organisation of adopting a strategic option. 1. Learners will critically evaluate the theories of business strategy and develop skills to analyse strategic fit and develop business strategy for hospitality or tourism organisations.5 Recommend and justify strategic options available to a hospitality or tourism organisation. contingency strategy market niche Market segmentation. Critically evaluate strategic options for a hospitality and tourism organisation.1 Compare and contrast the different approaches and theories used to identify and evaluate business strategy. 39 . product portfolio. 1.3 Critically evaluate the range of strategic options available to a hospitality or tourism organisation. Learners will be able to evaluate the risks and consider the management of strategic implementation and business ethics. Learning Outcomes At the end of this unit the learner will be able to: 1.

4 Recommend techniques to reduce potential conflict during the implementation of business strategy.g. sensitivity analysis Balanced scorecard Globalisation and internet advantages Resources issues e. 2.1 Use strategic planning models to formulate a business strategy for a hospitality or tourism organisation. feasibility studies Risk assessment Cost-benefit analysis Consistency with organisational values Scenario planning Simulation Modelling. 40 . 2.2. 2.              Reviewing options Attractiveness to stakeholders Stakeholder participation Criteria for judging options.2 Critically evaluate the role of ethics in the development of a business strategy. workforce.3 Identify and analyse areas of potential conflict in the implementation of business strategy. Develop a Business Strategy for a Hospitality or Tourism Organisation 2. financial.

Task 2 Learning Outcome 1 and 2 Assessment Criteria: 1.1 and 2.5 and 2. justify and debate their opinions. 1. Candidate‟s assignment should include:  An introduction into their chosen organisation including for example information on size. The use of a variety of theories. models and concepts to critically evaluate two strategic options and their associated risks available to their selected organisation. 1.  41 . target customers. Candidates can be supported in their preparation for this task by centres arranging group discussions around the topic areas during which participants are encouraged to express.2 Weighting 20% Written report 1500 words maximum Candidates are required to write a 1500 discussion paper that addresses one the following topics:  The usefulness of business strategy theory in identifying and evaluating business opportunities and determining business strategies. current corporate/business objectives. Note: candidates should compare and contrast a variety of business theories and approaches. Their discussion should be critically evaluative and does not need to draw firm conclusions but should concentrate on raising issues for consideration when developing business strategy.1 Weighting 80% Written report 4000 words maximum Candidates are required to develop a business strategy for a hospitality or tourism organisation of their choice.3.  Candidates should approach this discussion paper as a reflective piece of work that focuses on their individual learning and understanding of the issues raised by the topic/organisation they choose. The role of ethics in developing strategy for business success. markets.Hospitality and Tourism Strategic Planning Assessment Task 1 Learning Outcome 1 and 2 Assessment Criteria: 1. products/services.4. 1.2. Following the discussions participants should be encouraged to record their learning and opinions which could then be used to produce their individual discussion paper.

In this assignment candidates should ensure that they collect. Candidates may be able to gain access to this information through their contacts in industry. section on corporate websites. particularly those published by government and non-government organisations. (or similar). When selecting an organisation.  Recommendation and justification of the best strategic option for the organisation to achieve its strategic objectives. However. collate. The information is usually available through the “investor information”. All research should be appended to this assessment. However. but will not be limited to:      vision. mission and values financial reports marketing reports and distribution channel information data relating to tangible and intangible assets human resources data. analyse and evaluate sufficient quantitative data to be able to identify strategic options. Data relating to the external environment is most likely to be sourced from reports. if this is difficult candidates should be guided towards hospitality or tourism Public Limited Companies. Candidates will also need a range of quantitative and qualitative information in order to analyse and evaluate the external and competitive environments. For example the information required will probably include. All theories. and also from industry bodies. concepts. candidates should be aware that they need access to a range of quantitative and qualitative information in order to analyse and evaluate the business‟s capabilities and resources. models and industry examples must be appropriately referenced using the Harvard System. Secondary research activities are most likely to be used in this assignment. industry bodies and research institutions. Competitor data can be sourced directly from competing organisations. as the required information should be available through their published reports. Outline the business strategy for the organisation using appropriate planning models. this should not preclude candidates from carrying out primary research if they feel it is appropriate. 42 .

national ID. passport.Hospitality and Tourism Strategic Planning Mark Sheet DOCUMENTS TO ATTACH TO MARK SHEET. Front Cover Page of Assignment with candidate and tutor declaration Written Assignment (one hard copy and one electronic copy) Presentation:  Power Point Slides  Hand-outs  Speaker Notes Tutorial Progress Record/s YES NO Please use this box to list any other documents that are being attached to this mark sheet: I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e. Tutor Signature: 43 .g. unit title and date of submission. Please indicate below if the following documents are attached. Note: All documents should contain the candidate ID number. driving license or college ID card) during the registration process. clearly on all pages.

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 Use and application of theories.Hospitality and Tourism Strategic Planning Mark Scheme Task Activity No. Task 1 Total: Marks  Introduction to organisation and research. Task 2 Total: Marks Total Mark for Assignment 10 20 10 30 20 20 80 100 45 . link to strategic objectives and justified. concepts and models.  Recommendations.  Outline business strategy.  Critical evaluation of the role of ethics in formulating business strategy and achieving business success. models and concepts to critically evaluate strategic options. use of planning models and synergy with critical evaluation and recommendations. of Internal Marking Marks Allocated First Internal Marker Moderator 10 CTH Moderated/ Final Mark Agreed Mark Task 1 Discussion Paper (1500 words maximum) Usefulness of theory and role of ethics Task 2: Written Report (4000 words Maximum) Business Strategy  Critical evaluation of business strategy theory.

Name:………………………………………………… Date:………………………. i. Note: This section should be used by assessors to record their summative feedback.e.First Internal Marker Comments: Signed:………………………………………………. Name:………………………………………………… Date:………………………. the strengths and weaknesses of the assessed work. Internal Moderator Comments: Signed:………………………………………………. CTH Moderators Comments Signed: Name: 46 Date: .

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Harrison. K. J. Gratton. De Wit. & Whittington. 4th ed. J. Stacey.. T. 1st ed. England. Hoboken N.. Content. (2006) Corporate Strategy. (1996) Corporate Strategy for Hospitality. Boston Mass: Harvard Business School Press.. 48 . K. London: Financial Times Prentice Hall. (2011) Exploring Corporate Strategy: Text & Cases. (2001) The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment. (2011) Strategic Management and Organisational Dynamics: The Challenge of Complexity to Ways of Thinking about Organisations. England. Kaplan. Harlow: Longman.. McGee. New York: Wiley. B.. 3rd ed. J. (2001) Exploring Public Sector Strategy. London. 3rd ed. 6th ed. (2000) Living Strategy: Putting People at the Heart of Corporate Purpose. G. London. (2005) Strategy: Analysis & Practice.. (2004) Strategy-Process. New York: Financial Times Prentice Hall. Harlow: Pearson Education Limited. R. Scholes. R. 2nd ed. Grant..HOSPITALITY AND STRATEGIC PLANNING READING LIST Essential Texts Johnson. Knowles. R.. Pettigrew. Recommended Reading Lynch. Mintzberg.. London: McGraw-Hill Education.. (2000) The Rise and Fall of Strategic Planning.. New York: Financial Times/Prentice Hall. R. (2003) Strategic Management of Resources and Relationships: Concepts and Cases. A. 7th ed. Context: An International Perspective.. New York: Financial Times: Prentice Hall.. L. (2010) Contemporary Strategy Analysis: Text and Cases. H.J: Wiley. (2006) Handbook of Strategy and Management. (2010) Gaining and Sustaining Competitive Advantage. 9th ed. Harlow England New York: FT/Prentice Hall. London: Thomson. Barney. H. Harlow. Mintzberg. Thousand Oaks CA: Sage Publications. Scholes. Pearson Education. Harlow UK: FT Prentice Hall. Harlow. (2009) Strategy Safari: The Complete Guide through the Wilds of Strategic Management. R.

com www.sps.org.managers.ft. Recommended Journals Academy of Management Journal (Academy of Management) British Journal of Management (John Wiley and Sons) California Management Review (University of California.com Financial Times Chartered Management Institute Strategic Planning Society Strategy and Business 49 .uk www.uk www. Berkeley) European Management Journal (Elsevier) Harvard Business Review (Harvard Business Publishing) Journal of Business Strategy (Emerald) Journal of Management Studies (John Wiley and Sons) Long Range Planning (Elsevier) MIT Sloan Management Review (Massachusetts Institute of Technology) Strategic Change (John Wiley and Sons) Strategy and Leadership (Emerald)  Recommended Websites www.strategy-business.org.

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 Research  Forecasting Methods      Quality Improvement Marketing Product Development Human Resource Capital .1 Compare and contrast the challenges posed by different types of hospitality or tourism projects. 1.12. Assessment Criteria The learner can: 1. 2.1 Assess a range of tools for use in managing a hospitality or tourism project. 2. Critically evaluate the theories.4 Evaluate different 51 Indicative Content  Cost-benefit analysis  Gantt Charts  Project Management software  Project Management Theories  Total Quality Management  Information Management  Management by objectives   Change Management 2. Learners will be able to critically evaluate a range of project management tools and apply them to the development and implementation of a project plan. 2.2 Use research techniques to identify different project options for hospitality or tourism organisations. concepts and tools relating to project management and decision making for a hospitality or tourism organisation.2 Critically evaluate the concepts of project management and decision making within a hospitality or tourism context. 2. Define a specific project for a hospitality and tourism organisation. MHTP: Managing Hospitality and Tourism Projects 7 Optional 30 90 hours Level: Status: Number of Credits: Guided Learning Hours: Unit Descriptor Learners will develop the skills required in project management and decision making within hospitality and tourism organisations. Learning Outcomes At the end of this unit the learner will be able to: 1.3 Define and justify a hospitality or tourism project.

4 Formulate a project plan for a hospitality or tourism organisation. 3. 3. 2. 3. 3.7 Evaluate project performance.approaches to managing the project within a hospitality or tourism context. 3.5 Recommend and justify a project management approach.6 Develop quantifiable measures to minimise and control risk during the implementation of a project.1 Develop a project plan.2 Evaluate the resource and organisational issues and specify requirements associated with the project.1 Formulate quantifiable and justifiable project aims and objectives. 3.  Resource and Scheduling  Forecasting Methods  Cost v Benefit analysis  Feedback  Effectiveness of control measures  Information and Communications Technology and Decision making 52 .5 Evaluate the risks to a project plan for a hospitality or tourism organisation.3 Identify the impact of not implementing a project for a hospitality or tourism organisation. 3. 3.

1-3. concepts and tools drawn from up to date and relevant project management and decision literature.500 word report as follows: Task 1 Learning outcome 1 Assessment Criteria 1.5 and 3. Task 2 Learning outcomes 2 & 3 Assessment Criteria 2.Managing Hospitality and Tourism Projects Assessment Candidates are required to produce a 5. concepts and tools relating to project management and decision-making which they will then apply in task two. concepts and tools they have critically evaluated in task one above thus demonstrating their ability to apply these tools in a „real life‟ project. Example project topics could include:    the refurbishment or re-equipping of part of a business quality improvement projects marketing projects 53 . which will be outside of the word count. Candidates are required to use the theories concepts and tools to demonstrate their understanding of current project management and decision making theory. through discussions with their tutors. Candidates should prepare any essay that discusses this evaluation and may include appendices if necessary. concepts and tools must be clearly referenced using Harvard style conventions outlined in this syllabus document.7 Weighting: 80%: Word Count: 3. Candidates should ensure. It is estimated that candidates will make reference to at least ten sources of literature to demonstrate the breadth of their research.500 words maximum The purpose of this task is to give candidates the opportunity to apply the theories. for example a project plan based on building a new hotel or airport terminal would probably be beyond the scope of this task and although capital projects are entirely appropriate as a subject for this task candidates may wish to base their assignment on a smaller scale capital project. In their essay candidates should justify statements and opinions with underpinning theories. The use of theories.1 and 1. that their selected project is manageable for the time period and purpose of this task.1-2.2 Weighting: 20% Word Count: 2000 words maximum Candidates are required to research and critically evaluate several theories.

Identify the risks to the plan and develop measures to control the risk.  product/service development projects human resource development projects In order to give the assignment clear focus it is strongly recommended that candidates base their project on a real operation. All theories. Define the development project aims and quantifiable project objectives. Identify the resource and organisational issues associated with the project. with justification. 54 . Carry out a cost-benefit analysis and identify the impact of not implementing the project. Consider the possible approaches to the project and justify the selected approach. Formulate a detailed project plan that includes statistical analysis. models and industry examples must be appropriately referenced using the Harvard System. However if this is not possible a simulated project is entirely acceptable. In completion of this report candidates are required to:        Carry out research to justify and define the project. In completion of the able tasks candidates should include forecasting activities and consider a range of quantitative data. All research should be appended to this assessment. Evidence of quantitative data analysis should be appended to the report. Negotiation with business managers may enable candidates to take on a real project and candidates can minimise difficulties in accessing information by choosing and applying projects within their own workplace. concepts.

Front Cover Page of Assignment with candidate and tutor declaration YES NO Written Assignment (one hard copy and one electronic copy) Presentation: . Tutor Signature: 55 .g. driving license or college ID card) during the registration process.Not required Tutorial Progress Record/s Please use this box to list any other documents that are being attached to this mark sheet: I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e. clearly on all pages. unit title and date of submission. passport. national ID. Note: All documents should contain the candidate ID number.Managing Hospitality and Tourism Projects Mark Sheet DOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents are attached.

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Managing Hospitality and Tourism Projects Mark Scheme Task Activity No. Critical evaluation of project management theories. of Marks Allocated Internal Marking CTH Moderated/ Final Mark Agreed Mark First Marker Task 1 Written Essay (2000 words maximum) Critical evaluation of project management theories.500 words maximum)    Demonstration of research into current and 6 relevant project management and decision literature and research Understanding of current project 7 management and decision making theory. concepts and tools Task 2 Written Report Project Plan (3. including risk analysis and cost-benefit analysis  Evaluation of resource and organizational implications  Project Plan  Measurement and control of plan and associated risk Task 2 Total: Marks Total Mark for Assignment 20 10 10 10 10 30 10 80 100 57 . concepts and tools 7 Internal Moderator Task 1 Total: Marks  Defining the project via use of research  Evaluation of different approaches  Clear and justified aims and objectives.

Note: This section should be used by assessors to record their summative feedback. Name:………………………………………………… Date:………………………. Internal Moderator Comments: Signed:………………………………………………. the strengths and weaknesses of the assessed work. i.First Internal Marker Comments: Signed:………………………………………………. CTH Moderators Comments Signed: Name: 58 Date: . Name:………………………………………………… Date:……………………….e.

Planning & Control Techniques. Oxford: Butterworth Heinemann. J. Meredith.L. (2nd Ed). Ashgate Publishing Ltd. Recommended Reading Doherty. Gardiner. Developing Hospitality Properties and Facilities. Other Learning Resources A good starting point in project management is to have a look at the various professional institutes and associations associated with project management. (2003) The Handbook of Project Management. London: Morgan Hill. Kogan Page Ltd. G. (2006) The Project Management Lifecycle: A Complete Step-by-Step Methodology for Initiating. Pinto. Shafer. Wiley: Chichester. (2001) Project Management in Practice. & Sutton. D. (2003) Project Management. (2000).. (2007) Project Management: Achieving Competitive Advantage. & Ingram. 4th Ed. (2009) Managing Aviation Projects from Concept to Completion. (2000) Developing Hospitality Properties and Facilities. Ransley. Westland. J. Ransley. Kogan Page Ltd. Chichester: Wiley & Sons. London: Palgrave Macmillan. D. J.M. London. Mantel. Planning. Executing and Closing a Project Successfully. J. (2008) Heathrow's Terminal 5: History in the Making. (1993) Project Management in Hotel & Resort Development.... There are a number of these with the largest being the US based Project Management Institute (PMI) – 59 . Lock. Illustrated edition John Wiley & Sons Ltd. and Lock.K.M. S. Flouris T. Young T. S. H (Eds). (2001) Project Management. M. New Jersey: Pearson Education.R. P. Huffadine. & Ingram H..MANAGING HOSPITALITY AND TOURISM PROJECTS READING LIST Essential Texts Burke.J. (2005) Project Management: A Strategic Planning Approach. M. R. Oxford: Butterworth-Heinemann. J. S. 7th Edition Aldershot: Gower.

60 .org. „Project Manager Today‟ published monthly.pmi.org.www. „International Journal of Project Management‟ published monthly by the International Project Management Association. The British equivalent is the Association of Project Managers (APM) www. In addition you can subscribe to the following publications:    „Project‟ published monthly by the Association of Project Managers.uk .apm.

research methods and research presentation.4 Formulate a research plan 61  Aims .         Sampling Probability assessment Questionnaires Interviews Observation Records and documents Diaries and critical incident reports Citations and references 1.13.3 Assess the ethical considerations when undertaken hospitality.1 Critically evaluate a range of research methods that can be applied to a hospitality or tourism context. travel or tourism research projects. Learning Outcomes At the end of this unit the learner will be able to: 1. Indicative Content      Deductive vs inductive Surveys Case studies Action research Experiments 1. RMHTM: Research Methods for Hospitality and Tourism Managers 7 Optional 30 90 Level: Status: Number of Credits: Guided Learning Hours: Unit descriptor Candidates will be able to plan and implement a hospitality and tourism research project. Candidates will develop the skills required for research design. leisure. 1. Assessment Criteria The learner can: 1.2 Critically evaluate a range of research tools that can be applied to a hospitality or tourism research project. Plan a hospitality and tourism research project.

4 Make justifiable recommendations from the results of research undertaken. 2.1 Use quantitative and qualitative techniques in a hospitality or tourism research project. 2. Implement a hospitality or tourism research project. leisure.   Referencing Drawing conclusions 62 .for a hospitality. 2. 2. travel or tourism organisation.5 Present the results of a hospitality or tourism research project.2 Critically evaluate information sources.     Justification Project/problem Selection of appropriate and justified techniques Setting quantifiable and justifiable objectives 2.3 Evaluate the results of a hospitality or tourism research project. 2.

The idea here is that they take an issue for the organisation and using rigorous research process come up with results and recommendations that will be useful to the organisation.1.1. 1.2.4 and 2. critical incident reports. Develop a research plan for the project which includes: Assessment criteria 1. 1. records and documents. Candidates should produce a research report that should contain two sections: 1.4.Research Methods for Hospitality and Tourism Assessment Task 1 Learning outcomes 1 & 2 Assessment Criteria 1. Other examples could be „How can a hotel increase the level of satisfaction among the guests?‟ or „which advertising media and methods would give a Theme Park the greatest return for its expenditure‟. 2. A written research report: Maximum 4000 words 63 . case studies. questionnaires. 2. diaries.3.      An outline of the initial research ideas Problem identification with justification Project aims with quantifiable and justifiable objectives Briefly evaluate a range of research methods that could be used (include deductive vs inductive. candidates need to be aware that this is a relatively small-scale project and therefore they may need advice regarding the scale and scope of the area to be researched.2. surveys. 2.4 and 2. 2. For this type of research project candidates should use a case study approach which may involve questionnaires/interviews/direct observations/participantobservation/documents/archival records/physical artefacts etc. Candidates should be encouraged to choose applied research or problem solving research that looks at any issue for a particular organisation and this would normally be the organisation where the candidate currently works or the organisation they aspire to work in the future. However. “identifying the causes of high staff turnover at their workplace and proposing solutions” would be a manageable project. 1. action research and experiments) Identify a range of research tools that can be applied to your research project (sampling.5 Weighting: 80%: Written Research Report Word Count: 4000 words For this assignment candidates should be given freedom to select an area of hospitality or tourism research that interests them. However. 1. 1. interviews.1. but these would all be focused within the chosen organisation. For example “solving the problem of high staff turnover in the hotel industry” would be beyond the scope of this assignment. citations and references) 2. Maximum 1000 words.2. probability assessment.2. observation.3.

g. 2. conclusions and recommendations.3 and 2.4 and 2.2.4.Assessment criteria 1. 1. 2. 2.1.1. 2. 1. 2. 1. 1. 2. 2.3. PowerPoint) together with speaker‟s notes and hand-outs (maximum of two sides of A4).2. 64 .5 Weighting: 20%: Individual Presentation with hand-outs and speaker notes Candidates are required to prepare and present the results (findings) and recommendations of their research project. Candidates should submit hard copies of all presentation materials. 1. Task 2 Learning outcomes 2 Assessment Criteria 1. (e.4  Critically evaluate information sources (literature reviews including referencing and bibliography)  Critically evaluate the range of research methods used  Critically evaluate the range of research tools used  Assess any ethical risks and considerations in the research methods and methods used to control risks  Evaluate results of project.2. The presentation should be a maximum of 15 minutes and cover three broad areas:    What the research was about (aim and research problem) Methodology Findings. All theories.3.2.4. using quantitative and qualitative techniques  Draw conclusions  Make justifiable recommendations All research should be appended to this assessment.1. plus copies of the assessment report from the assessor.1. concepts.3. models and industry examples must be appropriately referenced using the Harvard System. 1.

Research Methods for Hospitality and Tourism Managers Mark Sheet DOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents are attached. Note: All documents should contain the candidate ID number, unit title and date of submission, clearly on all pages. Front Cover Page of Assignment with candidate and tutor declaration

YES

NO

Written Assignment (one hard copy and one electronic copy) Presentation:  Power Point Slides  Hand-outs  Speaker Notes

Tutorial Progress Record/s

Please use this box to list any other documents that are being attached to this mark sheet:

I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e.g. passport, national ID, driving license or college ID card) during the registration process.

Tutor Signature:

65

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Research Methods for Hospitality and Tourism Managers Mark Scheme Task Activity No. of Internal Marking Marks Allocated First Internal Marker Moderator/ Second Marker 5 5 5 CTH Moderated/ Final Mark Agreed Mark

Task 1 Written report (5000 words maximum) Research Report

Research Plan including:  Justifiable aims and objectives  Evaluation of appropriate methods  Evaluation of range of tools Research Report including:  Critical evaluation of secondary sources  Critical evaluation of research methods and tools  Ethical considerations  Qualitative and Quantitative analysis of research  Conclusions based on critical analysis of method and tools  Justifiable recommendations Task 1 Total: Marks

5 15 15 15 10 5

80 5 5 5 5 20 100
67

Task 2: Presentation Of Findings

   

Justification of aims and objectives Justification of methodology Justification of conclusions Justification of recommendations

Task 2 Total: Marks Total Mark for Assignment

Note: This section should be used by assessors to record their summative feedback. Name:………………………………………………… Date:………………………. the strengths and weaknesses of the assessed work. Internal Moderator/Second Marker Comments: Signed:……………………………………………….e.First Internal Marker Comments: Signed:………………………………………………. CTH Moderators Comments Signed: Name: Date: 68 . Name:………………………………………………… Date:………………………. i.

Upper Saddle River.J..F. & Lee-Ross. London: Sage. Burns. Prentice-Hall. J.RESEARCH METHODS FOR HOPSITALITY AND TOURISM MANAGERS READING LIST Essential Texts: Clark. (2005) Business Research Project. and Foster. M. (2005) Doing Qualitative Research. CA: Jossey-Bass. 69 . (1998) Research Methods in Service Industry Management. M. R. Hammersley. Levine. Jankowicz. London: Sage. Bradburn. Wilkie. P. D. London: Sage. Text and Interaction.. Harlow: Financial Times. Ritchie. 3rd ed. (2005) Statistics for Managers using Microsoft Excel.. Elliot-White. Gill. (eds) (2005) Tourism Research Methods: Integrating Theory with Practice. Gomm. R. London: Cassell. D. Hart. C. London: Thomson Business Press. Silverman. M.K. (2002) Handbook of Interview Research: Context and Method. 4th ed. (eds) (2000) Case Study Method. M. and Holstein. Recommended Reading: Bloor. Harlow: Pearson Education. J.M.M. A. J. (2001) Focus Groups in Social Research. N. NJ: Prentice Hall. E.. London: Sage. (2006) Research Methods for Tourism and Leisure: A Practical Guide.) London: Sage. & Johnson. 3rd ed. Wallingford: CABI. (3rd ed.) London: Thompson Learning. (2nd ed). Gubrium. P. (2002) Research Methods for Managers.W. M. Riley. (2003) Case Study Research: Design and Methods. Thousand Oaks. Finn. (2006) Interpreting Qualitative Data: Methods for Analysing Talk. (2000) Tourism and Leisure Research Methods. M. (4th ed. (2004) Asking Questions: The Definitive Guide to Questionnaire Design. London: Sage. Silverman. Yin. San Francisco.C. (1998) Doing a Literature Review. D. M. London: Sage. N.D.A. and Wood. and Walton. Johns. P. C. D. R.. (1998) Researching and Writing Dissertations in Hospitality and Tourism. Veal. and Palmer. B. 3rd ed. A.CA: Sage.

vol. W. The Qualitative Report [On-line serial].edu/ssss/QR/QR3-2/tellis1. W.html 70 .Useful Reading for Case Studies Tellis. Available from: http://www.nova. (1997) Application of a case study methodology. vol. Available from: http://www. 3 no 3. 3 No 2. (1997) Introduction to case study The Qualitative Report [On-line serial].html Tellis.nova.edu/ssss/QR/QR3-3/tellis2.

APPENDIX ONE ASSIGNMENT FRONT COVER 71 .

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to the best of my knowledge.LEVEL 7 POST GRADUATE DIPLOMA IN HOSPITALITY AND TOURISM MANAGEMENT ASSIGNMENT FRONT COVER CTH Number: Centre Name: Candidate Name: Tutor Name: Unit Title: Centre Final Mark CTH Final Result: Plagiarism Score: Candidate Statement I hereby declare that this assignment is my own work and any use of materials from other sources has been referenced accordingly. I also confirm that I have a record of this candidate‟s progress tutorial/s. Candidate Signature: Date: Tutor Statement I hereby confirm that this assignment. Tutor Signature: Date: 73 . is the candidates own work and they have not collaborated in the production of this assignment with any other person.

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APPENDIX TWO ASSIGNMENT PROGRESS TUTORIAL RECORD SHEET 75 .

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Failure to arrange. 77 . CTH Centre Candidate Name Module (e. please circle below your assessment of English language ability.CTH Level 7 Postgraduate Diploma in Hospitality and Tourism Management Assignment Progress Tutorial Record Sheet Students and their unit tutor must arrange a minimum of one progress tutorial over the period of each Postgraduate Diploma unit assignment. A maximum of three progress tutorials is allowed prior to the formal submission of work to CTH. Describe the candidate's progress by ticking the appropriate phrase below: Very Good Good Satisfactory Disappointing Unsatisfactory Adequate Requires Tuition Seriously Inadequate 3. MLAC) Report Title Date of Meeting CTH No Candidate No Course Code Supervisor Meeting No 1. No Problems Spoken Written 2. If the candidate's first language is not English.g. attend or submit the records for these tutorials may result in failure of this unit. This is an opportunity for discussion to take place and advice and guidance to be given and also an opportunity for tutors to verify that the work submitted by candidates is their own and has been produced without any collaboration. please use a separate sheet). please comment and indicate whether you are concerned about the eventual success of the candidate and outline the guidance you have given the candidate on how to improve their assignment. or "disappointing" or "unsatisfactory". (If necessary. All tutorials must be documented and copies of these documents must be included as part of the assignments submission. If you have ticked either “satisfactory".

their approach to research and their assignment. Signature of Student: Signature of Tutor: Date Date 78 . including. If progress has been less than satisfactory. please give date of a follow up review. General comments on the candidate's ability. recommendations you have made to the candidate‟s study.4. 5. progress and circumstances.

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