Programme: BSc Hons International Hospitality Management
Course Title: STRATEGIC MANAGEMENT
Course Code:
Prerequisite/s:
STMT 401
Nil
Scheduled for semester:
Credit hours:
One
3
Co-requisite/s:
Nil
Nominal Contact Hours:
48
Hours Breakdown:
Lectures, Tut/Sem 48
Self Managed Learning, Project/s & Assignment/s
Directed Learning
Exam/s 2
Total Course hours: 137
Lecturer/s:
Dr. Ivan Ninov
Lecturer’s email address
Tel Ext: 5149
ivan.ninov@emiratesacademy.edu
Rationale:
STMT 401 is a capstone course, which integrates much of what students have learned until now from a
“functional discipline” perspective (marketing, finance, human resource management etc.) and applies
that knowledge to the study of sustainable competitive advantage
Teaching Philosophy
During this course my main goal as a teacher will be to stimulate students’ learning, thinking, and
inquisitiveness. Students’ critical thinking, analytical and problem-solving skills will be further developed
through challenging tasks and projects. Students will not only learn the knowledge and the theories
behind strategic management, but will be able to apply them and use them in real life business
situations. In order to incorporate this application the course will include several experiential exercises.
All students will be treated equally, with fairness and respect. They will benefit from the time spent in
class and will be able to use the acquired knowledge in their future careers
Aims:
STMT 401 is a course about strategy and about viewing the company from a global perspective rather
than at a functional business level. Students will examine the formulation, implementation, and
evaluation of strategies in tourism and hospitality firms and apply the conceptual frameworks to specific
situations. The major responsibility of students in this course is to make objective strategic decisions and to
justify them through oral and written communication. This is a learning-by-doing course. Through the
combination of lectures, readings, experiential exercises, case studies, and class participation, this
course will introduce you to critical and effective strategic analysis, thinking, and communication.
Contribution to Graduate Profile:
1. Students will develop a detailed understanding of the environment in which hospitality
organizations operate
2. Students will develop the skills to conduct a detailed strategic analysis of hospitality
organizations
3. Students will develop the skills to formulate strategies that can be used by hospitality
organizations to achieve a sustained competitive advantage
4. Students will develop the skills to design the implementation of a specific strategy within a
hospitality organization
STMT 401 – Fall, 2013
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Specific Learning Outcomes
Knowledge:
Upon completion of this course, students will know how to:
LO 1. Summarize the importance of strategy and determine what makes (and keeps) companies
competitive.
LO 2. Learn how to apply the strategic management model to specific business organizations.
LO 3. Define key concepts and terms related to strategic management.
Skill
Upon completion of this course, students will be able to demonstrate:
LO 1. Evaluation of the relative competitive strengths of companies within an industry.
LO 2. Evaluation of a company’s vision and mission.
LO 3. Evaluation of a company’s value chain and how this can shape the competitiveness of an
organization.
LO 4. Evaluation of the various internal and external environmental factors that have an
influence on the strategies used by tourism and hospitality businesses.
LO 5. Appraisal of different potential strategic options.
LO 6. Evaluation of the implementation of different strategic options.
Autonomy and Responsibility Competence
Upon completion of this course, students will be able to state the following reporting, regulating or
ethical considerations:
LO 1. Conduct a full strategic analysis of a hospitality organization and present it in a written
format
LO 2. Conduct a full strategic analysis of a hospitality organization and present it in front of an
audience
Self-Development Competence
Upon completion of this course, students will be able to demonstrate the need to continually research
and up skill the following areas:
LO 1. Learn how to research and find important strategic information which can be used in the
strategic decision making process
LO 2. Learn how to identify and use only relevant information which is of great importance to
the strategic decision making process
Role in Context Competence
Upon completion of this course, students will be able to effectively contribute to the following activities
or endeavours:
LO 1. Act as strategic management consultants to hospitality/business organizations
LO 2. Contribute to the strategic decision making process in hospitality companies and
organizations
STMT 401 – Fall, 2013
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Transferable and Employment Skills
SKILLS
PRACTICED
TAUGHT
ASSESSED
1. Written Communication
X
X
2. Verbal Communication
X
X
3. Commercial Awareness
X
X
X
4. Problem Solving
X
X
X
5. Networking
X
6. Planning and Organising
X
X
X
7. Numeracy
X
X
X
8. Computer Literacy
X
9. Time Management
X
X
X
10. Research
X
X
X
11. Team Work
X
X
X
12. Leadership
X
X
X
X
X
13. Negotiating
14. Customer Service
STMT 401 – Fall, 2013
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Indicative Content
Week
1.
Hours
4
M/W
4
M/W
Topic
Introduction to the
course
The business vision
and mission
4
M/W
4
M/W
The external
assessment
The internal
assessment
5.
6.
EID
4
M/W
Project work
Strategies in action
7.
4
M/W
4
M/W
Strategy analysis
and choice
Strategy analysis
and choice
9.
4
M/W
Implementing
strategies
10.
4
M/W
Implementing
strategies
Strategy Evaluation
11.
4
M/W
Student
Presentations
Strategic Analysis
12.
4
M/W
Student
Presentations
Final Exam
Strategic Analysis
2.
3.
4.
8.
13.
Content
Overview of strategic management, the
strategic management model
Importance of vision and mission
statements, the process of developing
vision and mission statements
The nature of external audit – Porter’s five
forces, CPM Matrix, EFE Matrix
The nature of an internal audit – activity
map analysis, value chain analysis, IFE
Matrix
No classes
Integration strategies, intensive strategies,
diversification strategies, defensive
strategies; Porter’s generic strategies
Strategy formulation framework, SWOT
Matrix, SPACE Matrix, BCG Matrix
IE Matrix, Grand Strategy Matrix, QSPM
Matrix
Reading
Chapter 1
Matching structure with strategy,
management issues,
production/operations issues
Matching structure with strategy,
Marketing, finance/accounting, R&D, MIS
issues; Strategy Evaluation
Chapter 7
Quiz 7
Comrehensive, Chapters 1-9
Chapter 2
Quiz 1
Chapter 3
Quiz 2
Chapter 4
Quiz 3
Individual Preparation
Chapter 5
Quiz 4
Chapter 6
Quiz 5
Chapter 6
Quiz 6
Chapter 8 + Chapter 9
Quiz 8
Group Presentation Due on
st
November 21
Chapter 9
Individual project due on
th
November 24 at 9 am
Location-Auditorium
Teaching and learning strategies
The course involves a combination of lectures, case studies, video material discussions. These classes
will be supplemented with both printed and electronic learning materials. Additional readings and
assignments will be handed out in class as needed. The workload consists of case preparation, class
participation, group case studies, individual case studies and a group project with presentation.
Format, Policies and Procedures
 The course will be delivered using lectures and seminars, enabling important strategic
management issues in the tourism and hospitality industry to be discussed among
participants. This will be combined with realistic case study materials and articles, with the
emphasis placed on student - centered learning. Guest lecturers will be arranged where
possible.
STMT 401 – Fall, 2013
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







Students are responsible for the completion of all reading assignments prior to class. Prior
preparation is important for meaningful classroom discussions.
Students are expected to assist in maintaining a classroom environment which is conducive
to learning.
In order to assure that all students have an opportunity to gain from the time spent in class,
students will be prohibited from using cell phones, making offensive remarks, sleeping,
chatting, online reading of any non-class related materials, instant messaging, or engaging in
any other form of distraction.
Inappropriate behaviour in the classroom will result in, at least, a request to leave class.
Students are expected to arrive on time for class and remain the entire class period.
Time allotted for work on case studies can be used for this purpose only.
Habitual lateness and/or leaving the classes early (for whatever reasons), are evidence of
very low commitment and will not be tolerated.
Any student who, because of a disabling condition, may require some special arrangements
in order to effectively meet course requirements should contact the instructor at the
beginning of the semester to make necessary accommodations.
Attendance
Attendance for this course is compulsory. If a student receives 3 unexcused absences he/she will be
automatically withdrawn/failed from this course.
Assessment
Your grade in the course will be based on both your individual and group efforts and performance.
Coursework
Final Exam
70% - addresses all learning outcomes
30% - addresses all learning outcomes
Coursework Assignments – 70%
 Strategic Management Group Project (20%)
 Individual Strategic Analysis (30%)
 Quizzes (20%)
a) Strategic Management Group Project (20%)
For this project a team of five people will be formed. Using the outline from the chapters of the text
you will do a thorough strategic analysis of a tourism or hospitality organization. Each team will
give a 45-minute interactive oral presentation. The team will need to answer questions from the class
and the instructor during and after the presentation. A copy of the evaluation form for the presentation
is attached to this syllabus.
The five main sections of the analysis will be as follows:

Mission and Objectives
a. What is the current mission and objectives of the organization?
STMT 401 – Fall, 2013
Page 5
b. If you can’t find any information you should develop one that you think is
appropriate. Also list at least 10 long-term objectives that you think would be
likely.

Audits
Conduct an external and internal audit of the company

Organization Strategies
Describe the current strategies they are using in management, marketing, finance,
accounting, R&D, MIS. Make sure you use good examples.
o
Company Evaluation
Evaluate how the company is performing. For example, you should consider the
following questions along with several others. Do you agree with their current focus?
How are they performing financially? What new R&D projects should they be involved
with? How could they use MIS more effectively? Are management approaches
appropriate for the company? Are their marketing efforts effective? These are some
of the issues you should tackle as you analyze where the company is today and what it
will need to do in order to be successful.

Strategy Formulation
Formulate a specific strategy, which should be implemented by the company by
using the appropriate strategy formulation tools

Strategy Implementation
Design the implementation of a specific strategy, which should help the company to
achieve a sustained competitive advantage.

Students' recommendations (as a strategic analyst) to the company’s management.
The final grade for the project is based on:
o
o

Group presentation (70% of final project’s grade)
Peer evaluation (30 % of final project’s grade)
Your project is to be completed as a group.
 It is expected that each group member will contribute equally to the overall effort.
 Peer evaluation will total 30 % of the overall project’s grade.
 Since 30% of your final grade is based on group work, “free riders” and “social
loafers” will not be tolerated. If you receive less than 50% on your Peer Evaluation
you will automatically receive a grade of zero (0%) for this group project.
 Every class member has to be present for all team presentations. Failure to do so
will result in an automatic 10 % decrease in the final project’s grade.
STMT 401 – Fall, 2013
Page 6
 The final presentation has to be submitted on November 21st th until 18:00 h. You
need to submit it as a soft copy to my office.
b) Individual Strategic Analysis (30%)
Each student will submit an individual written case study analysis of a company, which will
be provided by the isntructor. The strategic analysis will follow the framework (Strategic
Management Model) used in the textbook. Within this framework, the student will be free
to select the format and length; the general principle is to present a comprehensive paper in
a concise fashion. In addition to the paper, a one-page single spaced Executive Summary
highlighting the major points of the paper would be required for submission. Be sure to
identify the key issues and problems, offer possible solutions, and recommend a course of
action.
The paper should be an individual effort! Poor work in terms of analysis, content, style,
neatness, grammar, syntax, and spelling will be penalized and points deducted. For this
assignment please follow these steps:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Identify the firm’s existing vision, mission, objectives, and strategies.
Develop vision and mission statements for the organization
Identify the organization’s external opportunities and threats.
Construct a Competitive Profile Matrix (CPM)
Construct an External Factor Evaluation Matrix (EFE)
Identify the organization’s internal strengths and weaknesses.
Construct an Internal Factor Evaluation Matrix (IFE).
Prepare a Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix, Strategic
Position and Action Evaluation (SPACE) Matrix, Boston Consulting Group (BCG) Matrix,
Internal-External (IE) Matrix, Grand Strategy Matrix, and Quantitative Strategy Planning
Matrix (QSPM) Matrix as appropriate. Give advantages and disadvantages of alternative
strategies.
Recommend specific strategies and long-term objectives. Recommend specific annual
objectives and policies.
Show how much your recommendations will cost. Clearly itemize these costs for each
projected year. Compare your recommendations to actual strategies planned by the
company.
Specify how your recommendations can be implemented and what results you can
expect. Prepare forecasted ratios and projected financial statements. Present a
timetable or agenda for action.
Recommend procedures for strategy review and evaluation.
The individual written strategic analysis is due by 9:00am on November 24th. It has to be
submitted as a hard copy to the Library. Late submission will be treated in accordance with
the Academy’s policy for late submissions. The instructor reserves the right to verbally
examine students on the content of the project before an actual grade is given.
STMT 401 – Fall, 2013
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
You may be given a company from any of the hospitality/travel related businesses or
segment of the industries. Examples include:
 Airlines
 Auto rental companies
 Bus tour companies
 Charter airlines
 Cruise shipping companies
 Hotel/motel/lodging companies
 Food service organizations
 Tour operators, wholesalers or vacation package companies
 Tourist attraction companies
 Travel related credit card entity
 Any other instructor approved firm
c) Quizzes (20 %)
There will be a total of eight quizzes in this course. They will account for 20 % of your final
grade. The quiz material will come from the textbook and from class information. The quizzes
can be administered at the beginning or at the end of the class session.
Final Exam – 30%
There will be one final examination that totals 30% of your final grade. The final test will be
comprehensive and will cover chapters 1-9, and information from all case studies, articles and
materials discussed in class. Further clarification will be made at a later date.
STMT 401 – Fall, 2013
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Group Project Presentation Evaluation Form
Company:
Date:
Presenting Team Members:
Place comments after each rating.
Ratings (circle the appropriate numbers).
CONTENT
Poor
Below
Average
Average
Above
Average
Superior
1. Mission Statement
1
2
3
4
5
2. Thoroughness, accuracy, and depth of external analysis
1
2
3
4
5
3. Thoroughness, accuracy, and depth of internal analysis
1
2
3
4
5
4. Identification and evaluation of alternative strategies using
matrices
1
2
3
4
5
5. Quality, quantity,
recommendations
1
2
3
4
5
1
2
3
4
5
1. Organization of presentation
1
2
3
4
5
2. Professionalism of presentation
1
2
3
4
5
3. Use of visuals and color
1
2
3
4
5
4. Communication skills of team
1
2
3
4
5
5. Use of time
1
2
3
4
5
6. Handling of questions
1
2
3
4
5
OVERALL EVALUATION:
1
2
3
4
5
feasibility,
and
relevance
6. Justification and support for recommendations
of
DELIVERY
STMT 401 – Fall, 2013
Page 9
Team Member Peer Evaluation Form
This semester you worked with four other students on preparing a comprehensive case analysis. Please
rate your team members on the relative contribution made to preparing and presenting the case. Your
ratings will be confidential and anonymous. Be honest on this evaluation.
In rating your team members, use a one- to ten-point scale, where 10 or 9 = superior, 8 or 7= above
average, 6 or 5= average, 4 or 3= below average, and 2 or 1 = really weak. Add the scores to obtain a
total score for the group members. Put any comments you like on the bottom or back of this page.
Submit this form to the instructor by e-mail. Thank you.
Put your team members’ names in the spaces provided, one name at the top of each column.
Names:
Ratings:
On time for all
group meetings:
Helped keep the
group cohesive:
Number of useful
ideas
contributed:
Quantity of work
done:
Quality of work
done:
+
+
+
+
Add Total Scores
Here:
STMT 401 – Fall, 2013
Page 10
Individual Project Grading Rubric
Executive Summary
Comments
 Brief overview of the analysis
_______/
 Analysis layout presented
10 points
 Specific management strategy identified
Body of Report
Comments
 Description of primary company’s policies,
objectives, and strategies
 Appropriate tools utilised to analyze the company
 Formulation and implementation of a specific
strategy
 Key issues and problems identified, possible
solutions offered, and course of action _______/
10 points
recommended
Strategic Analysis
Comments
 Firm’s existing vision, mission, objectives and
strategies identified
 Vision and mission statements analyzed/or
developed
 Organization’s external opportunities and threats
identified
 IFE, EFE, and CPM matrices completed and
explained
 Internal strengths and weaknesses identified
 Financial ratios calculated and explained
 SWOT, SPACE, BCG, IE, GSM, QSPM matrices
completed and explained and advantages and
disadvantages of alternative strategic options
discussed
 Specific strategy/strategies and objectives
recommended, specific policies developed
 Cost of recommendations and timeline of action
identified
 Projected income statement
 Implementation issues discussed
 Procedures for strategy review and evaluation ________ /
discussed
70 points
Organization of the analysis/mechanics
Comments
 Quality of information (professional)
________ /
 Content, grammar, spelling, neatness
10 points
TOTAL POINTS: ___________/100 points
STMT 401 – Fall, 2013
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Methods for Monitoring and Authenticating Student Work
 Unless stated otherwise, students are required to read assigned chapters and case studies prior
to class and be prepared to participate.
 If you find yourself having any difficulty with any aspect of this course, please discuss the
problem with the instructor immediately. Most difficulties can be easily solved through
discussion. This approach will assist the instructor in responding to your needs and improving
the course.
Academic Integrity
Each student in this course is expected to abide by EAHM’s Code of Academic Integrity. Plagiarism, in
any form is not permitted, and correct citation policy should be followed at all times (APA format)
For this course, collaboration is allowed only in Group Project work
Required text(s)
 David, F. (2013). Strategic Management, 14th Edition, Prentice Hall, New Jersey: Upper Saddle
River.
Recommended Reading
 Carpenter, M. & Sanders, G (2007). Strategic Management: A dynamic Perspective; Prentice
Hall
 Porter, M. (2008). On Competition, Harvard Business Press
Web Sites and Electronic Resources
Periodicals On-line:
 Business Week www.businessweek.com
 Business Strategy www.strategy-business.com
 Financial Times www.ft.com
 The New York Times www.nytimes.com
 Hotels Online www.hotels-online.com
 The Economist www.economist.com
 The Wall Street Journal www.wsj.com
 Hotels’ Investment Outlook www.hotelsmag.com
 Forbes Global Finance www.global.forbes.com
Websites:
 www.sec.gov
 www.strategyclub.com
 www.prenhall.com/david
 www.businessplans.org/businessplans.html
 www.gametheory.net/html/strategylinks.html
“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than
unsuccessful people with talent. Genius will not; unrewarded genius is almost a proverb. Education will
not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The
slogan "press on" has solved and always will solve the problems of the human race”
Calvin Coolidge
STMT 401 – Fall, 2013
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