Module code
BML247
Title
Creating a Sustainable Competitive Advantage in Tourism and the Service Economy
Programme
University of Chichester Business School
Level
5
Credits
15
ECTS*
7.5
Contact time
3hrs per week + tutorials
Acceptable for
Mandatory for BA (Hons) Sustainable Tourism Management + option module
Excluded combinations
n/a
Mandatory/Optional
Mandatory for BA (Hons) Sustainable Tourism Management + option module
Module Co-ordinator
Dr Andy Clegg
Description The aim of this module is to examine the importance of competitive strategy in securing a position of competitive advantage in the contemporary service environment. The module is designed to introduce students to basic management principles and contextualise approaches to competitive strategy and competitive advantage by examining indicative sectors across the service environment, such as tourism, events, retail, and hospitality. The module will also look at how competitive advantage is influenced by key issues such as entrepreneurship, particularly in relation to micro-business and SMEs, and how wider forces of globalisation are impacting on business strategy. Outline Syllabus & Teaching & Learning Methods The key themes will be introduced around a lecture programme, augmented with the use of videos, in-class activities and group discussion to address the conceptual and applied aspects of the management process, competitive strategy and competitive advantage. To facilitate an understanding of these areas guest speakers draw from businesses across the local service sector will also form an important part of the module. The nature of the local tourism and business environment and the range of operators will serve to highlight aspects of entrepreneurial activity amongst micros and SMEs, and the types of motivational and attitudinal factors influencing the management process, the adoption of competitive strategy and business competitiveness. Indicative areas covered in the module will include: n
Strategic management and the changing geography of the service sector
n
Competitive strategy and competitive advantage
n
Defining the strategy process, conceptual frameworks and approaches to business planning for competitive advantage
n
Internal and external environments for competitive advantage
n
Sector approaches to competitive strategy
n
Competitive strategy through information technology
n
Entrepreneurship and competitive advantage
n
Globalisation, internationalisation and competitive advantage
n
Economic restructuring and competitive advantage
How assessed**
Intended Learning Outcomes On successful completion of this module students will be able to: n
n
n
Define and explain the concepts of strategy and competitive advantage, and understand the need for strategic management within the service sector
Assessment (i) and (ii)
Evaluate the influence of internal and external influences on the management function, competitive strategy and competitive advantage
Assessment (i) and (ii)
Critically evaluate business and entrepreneurial approaches to developing competitive strategy and competitive advantage
Assessment (i) and (ii)
n
Communicate effectively in oral and written form
n
Demonstrate research skills and interpret, evaluate and synthesise material
Assessment (i) and (ii) Assessment (i) and (ii) Weighting %
Assessment Scheme: Formative In-class discussion, tutorials and feedback on the individual presentation will provide the basis of formative assessment.
0% Weighting %
Assessment Scheme: Summative (i) Individual presentation (approx. 10 minutes per student) examining aspects of competitive strategy linked to the content and key themes to be included in the research essay. Students will receive feedback from peers and module tutors that that can be integrated in to the final submission of the research essay.
30%
Assessment Criteria: n
Structure and delivery of the presentation
n
Depth, knowledge and relevance of the subject in relation to the chosen research essay
n
Ability to convey information accurately and succinctly
n
The use and quality of visual aids
n
Evidence of background reading and the quality, choice and exposition of support material
(ii) Research essay (2,450 words) examining aspects of strategic management and competitive strategy discussed in the module in relation to a specific business sector(s).
70%
Assessment Criteria: n
Content quality and relevance in terms of applying specific aspects of the management process covered in the module, to the chosen business sector
n
Clear and logical structure, including introduction, main body and conclusion
n
Effective use of tables, figures and illustrations
n
Quality, choice and exposition of support material and case studies accurately referenced using appropriate referencing convention Weighting %
Reassessment Scheme Research essay (3,500 word) focusing on competitive advantage in an alternative business sector. Assessment Criteria: n
Content quality and relevance in terms of applying specific aspects of the management process covered in the module, to the chosen business sector
n
Clear and logical structure, including introduction, main body and conclusion
n
Effective use of tables, figures and illustrations
n
Quality, choice and exposition of support material and case studies accurately referenced using appropriate referencing convention
100%
Indicative Reading Lists/Key Texts/Websites/other resources Avlonas, N. and Nassos, G.P. (2013) Practical Sustainability Strategies: How to Gain a Competitive Advantage, Wile, Chichester. Chaston, I. (2012) Strategy for Sustainable Competitive Advantage, Routledge, London. Evans, N. (2015) Strategic Management for Tourism, Hospitality, and Events, Second Edition, Butterworth Heinemann, London. Hanton, P. (2007) Global Airlines – Competition in a Transnational Industry, Butterworth Heinemann, London. Huggins, R. and Izushi, H. (2010) Competition, Competitive Advantage and Clusters: The Ideas of Michael Porter, OUP, Oxford. Lee-Ross, D. and Lashley, C. (2009) Entrepreneurship and Small Business Management in the Hospitality Industry, Butterworth Heinemann, London. Mannheim, S. and Carmona, M. (2016) Walt Disney and the Quest for Community, Routledge, London. Marcus, A. (2010) Management Strategy – Achieving Sustained Competitive Advantage, McGraw-Hill, London. Okumus, F., Altinay, L. and Prakash, C. (2010) Strategic Management for Hospitality and Tourism, Elsevier, London. Papatheodorou, A., Graham, A. and Graham, A. (2016) Aviation and Tourism: Implications for Leisure Travel, Routledge, London. Poon, A. (1993) Tourism, Technology and Competitive Strategies, CABI Publishing, Oxon. Porter, M. (1998) Competitive Advantage – Creating and Sustaining Superior Performance, Free Press, London. Schafler, L. (2010) Social Media and the Retail Industry – A Guide to Building a Comprehensive Strategy and Action Plan, Wiley, Chichester. Taneja, N.K. (2016) Flying Ahead of the Airplane: Adapting to Imminent Head and Tail Winds in the Flattening World, Routledge, London. Tsiotsou, R.H. and Goldsmith, R.E. (2012) Strategic Marketing in Tourism Services, Emerald Insight, Bradford.