STRATEGIC ANALYSIS OF HOSPITALITY COMPANIES - 2018/9

Module code: MAN3113

Module Overview

The module is intended to provide an opportunity to review current trends and strategic issues in the international hospitality industry.  The content of the module will therefore review several case studies from the hospitality industry delivered by industry experts and lectures/tutors.  

Module provider

Hospitality & Tourism Management

Module Leader

JAGO LK Prof (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

JACs code: N210

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None.

Module content

Indicative content includes:


The content of the module is driven solely by the two assessment tasks.
Mission and Purpose Strategic Options- Managing and Monitoring
External and Internal Environment
Organisational Culture
Strategic evaluation and resourcing 

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework INDIVIDUAL REPORT (MAX. 1500 WORDS) 50
Examination 2 HOUR EXAMINATION (CLOSED BOOK) 50

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate:


Ability to relate the theories of strategy to practice in hospitality companies
Ability to critically analyse and evaluate the strategy performance of hospitality companies


There are two summative assessment tasks for this module consists:

Individual assignment to write an industry report of 1500 words. The assessment strategy for this assignment is designed to encourage students in the first instance to develop their individual ability to analyse in depth a hospitality company. 

End of Semester Exam: The 2.0 hour (closed book) exam tests students’ knowledge and understanding of the subject area, along with the application of this through work examples. The exam will focus on measuring the achievement of all module learning and the application of strategy to the international hospitality industry. Clear links between the lectures and the industry are expected:

Formative assessment and feedback:

Feedback on student performance during the module includes:


Use of review questions and case studies
Verbal feedback in tutorials


Assignment details :


To prepare an industry report by working with a consultant mind-set, students will be asked to evaluate the strategic performance of one company in the global hospitality industry (it must be listed on a stock exchange).
Ultimately it needs to become clear whether the business would be a worthwhile investment. 
Therefore, each student will need to prepare a professional report which critically evaluates the sources of competitive advantage of this company, as well as assess its performance to date, both strategically and financially.

Module aims

  • To provide students with a range of perspectives for reviewing the strategic decisions taken by hospitality companies.
  • To highlight how the nature of the industry means that the industry is largely driven and influenced by the actions of global and large companies.
  • To consolidate student's knowledge and understanding of business strategy and, in particular, to apply this to hospitality companies.
  • To enable students to apply theoretical frameworks to companies operating in different sectors of the hospitality industry.
  • To consider the implications of a critical evaluation of a company's strategies and how this determines the attractiveness of the company to investment

Learning outcomes

Attributes Developed
1 Appraise the strategic performance of hospitality companies.
2 Evaluate trends in the environment in which hospitality companies operate, both locally and globally.
3 Comparatively assess a strategic group of hospitality companies and evaluate their ability to respond to trends in the local and global environment.
4 Comparatively assess a group of a hospitality companies and evaluate their business performance and potential
5 Apply strategy models and theories to case studies
6 Apply guest lectures' content to the theory and via versa 

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 11

Seminar Hours: 22

Methods of Teaching / Learning

The learning and teaching strategy is designed to encourage students to think critically about the strategic performance of companies in the international hospitality industry.

The learning and teaching methods include:


Lectures (10 hours),
Guided discussions & Seminars  (20 hours),  (independent study and assessment (100  hours)
Where appropriate and available, guest presentations by invited industry professionals

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for STRATEGIC ANALYSIS OF HOSPITALITY COMPANIES : http://aspire.surrey.ac.uk/modules/man3113

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Hospitality Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Hospitality and Tourism Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Hospitality Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.