CLASS SYLLABUS
Sunday│09:00-12:40│Business School
welcome to
hospitality
紅
Tourism and Hospitality Management│運動休閒與餐旅管理研究所│王國欽
：02-7734-1456 (O)/0926-236-536
Place：雲和教學大樓 R508
：gordonwang@ntnu.edu.tw
Office Hours：By Appointment
：web.ntnu.edu.tw/~gordonwang
Class：NTNU EMBA
1/EMBA
ABOUT THE CLASS
The course is the only class at the NTNU EMBA program tries to mingle the Tou rism/Hospitality
with Management. In order to let the students know this largest industries speedily, this course is
designed and based on the Ten Video Cases (Interviews and Case Studies of Elite Enterprises:
Taiwan and Mainland China ) which were shot by Gordon ’s team for the past four years.
Besides the video case studies and the team presentation/discussion for each of the cases ; in
this course, field trips are also planned. This planning is intended to connect the current industries’
development and their prospects in Global/Taiwan competition with students’ learning. Finally since
this course is only a 9-week class, students should have preparations for intense team discussion,
team conflicts, and professional presentations!
GRADING
breakdown as follows:
SUPPORT
we support:
Discussion/Class/FB
30%
TA support
Presentation for Elite E.
30%
FB Club
Write-up/2-3 ps. for Target Q.
20%
Industr y/Job Consultant
Final Exam
20%
Sports Consultant
Extra Credit (each 5)
10%
2/EMBA
TEACHING MATERIALS
Walker, J. R. (2013). Introduction to Hospitality , 6 t h ed., New Jersey: Prentice -Hall, 華 泰
文 化 代 理 。 ：2162-1217 ext. 127 (www.hwatai.com.tw) 。 (參 考 )
Freiberg, L. K., & Freiberg, J. A. (1999) ， 西 南 航 空 -讓 員 工 熱 愛 公 司 的 瘋 狂 處 方 (董 更 生 譯 )，
台 北 ： 智 庫 文 化 。 (延 伸 閱 讀 )
郭 定 原 （ 2008）， 兩 個 女 生 的 紫 色 夢 想 -薰 衣 草 森 林 創 業 傳 奇 ， 台 北 ： 聯 經 出 版 事 業 股 股 份 有 限
公 司 。 (延 伸 閱 讀 )
柯 珊 珊 （ 2008）， 歡 迎 光 臨 ！ 幸 福 株 式 會 社 ， 台 北 ： 時 周 文 化 。 (延 伸 閱 讀 )
吳 翰 中 、 吳 琍 璇 （ 2010）， 美 學 CEO： 用 設 計 思 考 ， 用 美 學 管 理 ， 新 北 市 新 店 區 ： 繆 思 出 版 有
限 公 司 。 (延 伸 閱 讀 )
3/EMBA
COURSE REQUIREMENT (temp.)
Very interactive and dynamic lecturing and discussion is my personal teaching
style. Accordingly, all the classes are undertaking in a seminar tone. You are
required to study all the weekly assignments before the class and in the begi nning of each class I will conduct a cold-call.
Interactive and no
absence
Except for emergent and acceptable reasons, no any excuses for absence are
allowed. 10 points will be taken off from the tot al score for each absence.
Students should be familiar with the fundamental management theories and
general functions of management.
Theoretical background
For the purpose of team discussion, team build-up is the basic element of this
class. Each team is made up of 3or4 students; each student has to orga nize/participate in one team no later than 03/Nov/2013.
After the team is organized, members of the team should further select one
student as the team’s leader and select one name for your team, in addition,
team is required to sit together while in the class.
Team, build-up
Captain should present/e-mail me the list and name of the team before
03/Nov/2013 in typed form, and be sure to mark the leader of each team.
4/EMBA
【 Team
Norm 】 : For all the discussion in the classroom, each student is
required to identify themselves before giving any comments, such as:
“ My name is XXX, I am representing the team XXX ”.
This designing intends to enhance the team cohesiveness and also for the
convenience for Captain to count the score (each comment or question in the
classroom or on fb, individual gets 2 score, teammates also get 1).
Team norm and
the whistle
Anyone against the rule will get a yellow card ( 3 scores of team will be taken
off), for accumulating 3 yellow cards, 1 red card will be given and his/her team is
required to sing a song on the street for every classmates in the following week.
…For each class, Captain should prepare one whistle, four yellow cards and
two red cards please show your whistle and cards whenever is nece ssary……
Due to the complicate nature of this class, except for the team presentation for
elite enterprises, each team is required to assist and organize the class for 2
field trips (2 teams), FB club management (1 team), and Gung Ho Angel time (1
team).
Assist, we better!
5/EMBA
WEEK
TOPIC (temp.)
PREP.
 Introduction and interaction
 Objective & nature of the course
1
OCT 06
 Fundamental of management
 Fundamental of strategic management
 Dream pursuing-10 elite enterprises
 Terminology
 Gung Ho Angel
Video Case 雄獅 (preview)
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 What is the theoretical background?
2
OCT 27
 旅行業是個什麼樣的一個產業？
Video Case 雄獅
 雄獅集團是一家什麼樣的旅行社？
Video Case 易遊網
 雄 獅 集 團 為 何 要 朝 向 lifestyle business 邁 進 ？
 Warm-up Discussion
 服貿及上海自由貿易區對於旅行社之影響？
 易遊網之策略競爭優勢為何？
 為 何 攜 程 網 (Ctrip)要 併 購 易 遊 網 ？
6/EMBA
 西 進 大 陸 策 略 (entry mode) 是 雄 獅 對 ？ 還 是 易
遊網對？
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
3
NOV 03
 Team Build-up!
Team list-Captain Skeet
 Field trip to- Lion Group (09:30-13:00)
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
4
NOV 17
 What is the theoretical background?
 餐飲業是個什麼樣的一個產業？
 為何王品要採多品牌策略？與鼎王有何不同？
Video Case 王品
Write-up for Target
Q.-Individual
Presentation 
 組織文化對於王品競爭力之影響？
 王 品 預 計 2020 一 千 家，2030 一 萬 家 店，同 意 不
7/EMBA
同 意 ？ 【 Target Question 】
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
5
DEC 01
 What is the theoretical background?
 台菜究竟是個什麼菜？
 鼎 泰 豐 行 ， 為 何 欣 葉 不 行 ？ 【 Target Question】
Video Case 欣葉
Write-up for Target
Q.-Individual
Presentation 
 台菜的國際化策略應走那條大路？
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
6
DEC 15
 What is the theoretical background?
 好樣是個什麼樣的餐飲集團？
 十 個 不 同 品 牌，如 何 定 義 好 樣 商 業 模 式 及 策 略 ？
 十個不同的品牌，如何管理？如何獲利？
Video Case 好樣
Discussion
Write-up for Target
Q.-Individual
smart and casual
Team [1]
8/EMBA
 好 樣 堅 持 沒 有 SOP，未 來 將 是 成 長 瓶 頸 ？【 Target
Question 】
 Field trip to- VVG (11:00-14:00)
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
 What is the theoretical background?
7
DEC 29
 飯店業是個什麼樣的一個產業？
 為何礁溪老爺是溫泉酒店第一品牌？
 老爺如何與晶華麗晶競爭？
Video Case 老爺
Write-up for Target
Q.-Individual
Presentation 
 老爺的轉型是否與既有的策略定位背離？
RIGHT OR WRONG? 【 Target Question 】
 Reading Assignments
8
JAN 12
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
Video Case 晶華
Discussion
9/EMBA
 What is the theoretical background?
 晶華麗晶是如何成為飯店第一品牌？
 晶 華 麗 晶 是 賣 房 間 好 ？ 還 是 賣 餐 好 ？ 【 Target
Question 】
Write-up for Target
Q.-Individual
smart and casual
Team [2]
 晶 華 麗 晶 併 購 Regent 品 牌 是 否 是 個 好 買 賣 ？
 Field trip to- Just Sleep (11:00-14:00)
 Reading Assignments
 Oral Testing (管 理 術 語 及 Assignments)
 The Gung Ho Time【 The Gung Ho Angel 】
 What is the theoretical background?
9
JAN 26
 六 個 不 同 的 品 牌，如 何 定 義 薰 衣 草 森 林 的 商 業 模
式及策略？
 薰衣草森林的品牌發展策略？
Video Case 薰衣草森林
Write-up for Target
Q.-Individual
Presentation 
 薰衣草森林是如何用低成本創造幸福與夢想？
 薰 衣 草 森 林 的 下 一 個 品 牌 會 是 ？ 【 Target Question】
10/EMB
A
 Final Exam
11/EMB
A
CRITERIA FOR PRESENTATION
45%, number of pages should not less than 12 and over 15 pages. Pls have
one copy to each of the classmates.
Name
Framework
35%
Depth/width
of Analysis
30%
Logic
25%
Format
10%
TOTAL
SCORE
PAPER
55%, each team will give 30 minutes to present the core discussion issues of
the designated elite enterprise. One student will be selected as the judge from
each of the teams.
Name
Content
25%
Innovation of
Presentation
35%
Team Work
25%
Media
15%
TOTAL
SCORE
ORAL
12/EMB
A