HTM 490 Strategic Management in HTM
Dr. Mark R. Testa – Spring 15
“Without a strategy the organization is like a ship without a rudder, going around in circles.”
Ross & Kami
Instructor:
Mark R. Testa, Ph.D.
Office: PSFA 443
Phone: 594-6642
Email: mtesta@mail.sdsu.edu
Office Hours: Tuesday-10:00- 11:00, Thursday- 10:00- 11:00 and by appointment
Course Meeting Times and Place:
Tue/Thur 12:30- 1:45 COM 206
Required Reading:
Readings listed on schedule
*Additional web-based and case readings are listed on the course schedule. Other readings
may be added at my discretion. See list at the end of the syllabus for other references.
I. Course Description:
This course is designed to explore strategic issues in the hospitality and tourism industry. This
course addresses problems and issues of strategic planning in hospitality and tourism businesses
including methods, techniques, and models used to identify strategic issues and generate futureoriented action plans to implement change. In addition, this course will help to develop students’
ability to think strategically through a variety of experiential exercises.
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Examine the hospitality and tourism firm as an integrated system through case analysis and indepth discussions of a variety of corporate experiences.
Expose the student to the theories and concepts of contemporary systems and strategic
thinking through the reading of the provided texts, and a selection articles that describe their
practical application.
Enhance written and oral communication skills through facilitated discussions, presentations
group exercises and in-class activities.
Hone team building and group process skills through assignments in which the group rather
than the individual will be evaluated.
Build awareness and sensitivity to rules of the new global/information-based economy as it
relates to HTM and examine its impact on business practices and competitiveness.
II. Kaleidoscope Competencies:
Planning
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Creative Decision-Making
Number-Wise
Interpersonal Communication
Professionalism
Self-Development
Time Management
Spirit of Optimism
Professionalism
**Note: 5% of your final grade will come from completion of your Kaleidoscope Development
Activity, this will be discussed in class. Due: 5/7
III. Overall Course Grade
A combination of assessments will be used to calculate your final grade. The course balances
individual and group work to address a variety of student needs. There will be no set quota of
“A”s, “B”s, etc., which will be given out; I don’t believe in forced bell curves. This is done to
reduce stress and dysfunctional competition within the class. My assumption is that you are all “A”
students until you prove otherwise. Please see below:
Assignment
Distribution
Contribution (See note)
First Exam
Second Exam
Group Presentation 1
Group Presentation 2
Executive Summary
Total:
15%
20%
20%
15%
20%
10%
100%
94 and above
A
77-79
C+
90-93
A-
74-76
C
87-89
B+
70-73
C-
84-86
B
60-69
D
80-83
B-
Below 60
F
IV. Contribution:
An essential element in the adult education setting is active participation. That includes
attending class, doing homework assignments, preparing for class, participating in exercises,
volunteering for exercises, sharing your experiences, etc. Keep in mind that strategic
management is a topic that has few “right” or “wrong” answers and it may merely be your opinion
that is asked for. Consideration of multiple perspectives is essential for student learning.
Class members are expected to attend each class on time and engage in
discussions/exercises and to invite others to participate. Attendance at case discussions is
mandatory and participation in those discussions will be scored by the instructor. Each class
member will have two excused absences. Each subsequent absence will result in a decrease in
the contribution grade. In addition, several one-page write-ups will be required after each
reading or case. Class members will turn in these summaries at the beginning of class as listed on
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the schedule. “A” level students are those who role model professionalism and a spirit of
optimism, please consider this for each class meeting.
Finally, because we will work closely with industry on your project, I’ll ask you to be as flexible as
possible. The schedule may change 2-3 times over the semester based on the schedule of our
industry partner. I’ll give you as much advance warning as possible about these changes.
V. Developmental Activities:
To maximize your learning experience as well as your contribution to the class, the following
activities are suggested over the semester:
1. Begin reading the Wall Street Journal at least once per week to keep abreast of global
business changes affecting the HTM industry
2. Begin listening to National Public Radio (FM 89.5) at least once per week to keep abreast of
political and societal changes impacting the HTM industry.
3. Watch a dedicated news program such as CNN or MSNBC for 1 hour per week.
4. Subscribe to one publication in the industry area you are most interested in (i.e., Nation’s
Restaurant News, Lodging News, etc.)
5. Add one industry related web site to your “favorites” menu such as
http://www.hospitalitynet.org and visit it weekly. Visit
http://dmoz.org/Business/Hospitality/Travel/Resources/ for other examples.
VI. Exams:
Two exams will be given during the semester. They will be based discussion in class, articles and
cases looked at over the semester. If you are not in class, your chances of doing well on the
exams greatly diminish.
VII. Group Presentations/Executive Summary/Leadership Assessment:
The major project for this course is the application of the tools we will use over the semester to a
“real world” problem facing the industry. We will act as consultants for an organization in the local
San Diego area. You will work in one of 3-4 teams and will analyze the external and internal
environments of this organization and apply the concepts discussed in class. Each team will
conduct two formal presentations, write an executive summary of the analysis and each team
member will fill out a leadership assessment as part of the process. The project guidelines are
available on Blackboard and explain the project in detail.
VIII. Best/Worst Practices Presenation:
As a formal method of having you contribute in class, you will group into teams of 3-4 and present
on a selected service organization. Your goal will be to identify best or worst practices of the
company in a 10 minutes presentation. Some of you will focus on companies that have done very
well and others will focus on those that have made significant mistakes. The presentation should
include:
 A short company profile?
 What they look for in new hires?
 Specific strategies/practices they have implemented that are Positive (Best) or negative
(Worst). Please be specific. Ex. “Consistently strives to improve shareholder profit” vs.
“Conducts a yearly efficiency audit to identify specific areas of waste.” Don’t just tell us
what they do, tell us how they do it!
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Application of one class tool-Brief
Summary sentence or two about what makes them successful
Email to me with slides and 3 medium difficulty test questions
IX. Other information:
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To receive full credit for assignments, they must be submitted on time in a complete and
error-free fashion. All assignments must be typed, conform to 1” margins, in 12-point font,
and double-spaced. All assignments are due at the beginning of class on the due date
specified in the attached course schedule. The equivalent of one full letter grade will be
deducted from an assignment each day (24 hours) that it is late. If you are certain that your
paper will be far better given another day’s preparation, it may be worth it to accept the
penalty and write the better paper. Remember that anything you turn in is representing
you. . . make it look good.
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I will be available to discuss papers with you before they are due. I can be used as a
“sounding board” for your ideas and outlines and, as time allows, I can read rough drafts and
make suggestions.
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All papers will be graded based on Content (how deeply you have thought about the topic,
integration of your experiences with course concepts, communication of insights, accuracy of
concept application, etc.) and Presentation (organization, grammar, spelling, style, etc.).
Remember, you will be evaluated on both what you say and how you say it.
X. Additional Class Policies:
1. No make up exams will be given after the fact. If you know for certain you cannot make an
exam, please see me prior to the test day.
2. Violations of academic integrity in any form (e.g., cheating, plagiarism, copying others’ work,
allowing others to copy your work, etc.) will not be tolerated. Students will not be allowed to
receive assistance from sources other than those pre-specified by me. You are permitted to
discuss papers with classmates, to brainstorm and test ideas, but the writing should be done
on your own. Violating the academic integrity code is grounds for failing the course with a
record of the offense possibly placed in your permanent transcript. Please refer to your
student handbook for the academic integrity policy.
3. All student disabilities and religious holidays will be eagerly accommodated. If you have a
condition (e.g., pregnancy, learning disability, etc.) or holiday that needs accommodation,
please see me early in the semester so that we can take the appropriate steps.
4. Please inform me if any special circumstances arise for you during the semester. That is, if you
are having difficulty in class due to extenuating outside circumstances, please talk to me as
soon as possible so we can minimize the effects of these circumstances.
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XI. HTM 490 Schedule
Module 1
Introduction to
Strategic &
Systems
Thinking
Module 2
Where Are We
Now?
Where Do We
Want To Be?
Module 3
How Do We
Get There?
Strategy
Development
Day
Date
Th
1/22
Course & Topic Introduction
Grading/Policies/Projects
Environmental Scan Overview
SWOT TOWS Overview
T
1/27
Case Assignment
Th
1/29
Case Assignment
T
2/3
Discuss Case Assignment
Robin Hood Case (In Class)
Intro to Strategy, Types, SWOT
BP Topics Assigned
Th
2/5
Top 20 Trends
T
2/10
Th
2/12
Paradigm Shifting- Joel Barker Video
Intro to Systems Thinking
Systems Thinking Tools- 5 Whys, Expanding
Circles, Causal Loops
T
2/17
Th
2/19
T
2/24
Th
2/26
T
3/3
Topic
Reading & Assignments Due
Consider potential group members
Pick up all cases. Read syllabus
thoroughly!
Read Porter essay over viewing
strategy:
http://www.fastcompany.com/magazine/
44/porter.html
Read Developing a Business Strategy
for terminology at
http://www.planware.org/strategy.htm
*Single Page Write Up Due: Overview
of strategy based on readings.
Prepare as an exam study tool.
Complete It’s All About Change Ex.:
Download from BB, complete and bring
to class.
Review tools and SWOT concepts at
http://rapidbi.com/created/SWOTanalysi
s/#SWOTtemplate2
In Class Activity
Read: A Systems Approach to Service
Quality on BB.
BP Presentation1
Applying Systems Thinking to Services 1
Success in Service Companies
Determine Project Teams
Assessing External Environmental
Factors
The Global HTM Environment
SWOT & External Environment
Analyzing the Industry Environment 1
Porter’s Five Forces
BP Presentation 2
BP Presentation 3
Analyzing Resources & Capabilities
Applying VIRO Analysis
BP Presentation 8
BP Presentation 4
BP Presentation 5
BP Presentation 6
BP Presentation 7 Read five forces
article on Blackboard (Porters-five-forces
Article.pdf)
Optional: More advanced summary at:
http://www.quickmba.com/strategy/porter.sht
ml
*Single Page Write Up on Porter Due:
Summarize the five forces. Prepare as an
exam study tool.
Starbucks Case & Write up: Why is
Starbucks successful?
(Case No. 9-801-361)
http://harvardbusinessonline.hbsp.harvard.edu/b0
1/en/common/item_detail.jhtml?id=801361
https://www.business.aau.dk/ivo/present/Manage
ment/5th_semester/2003/course-5_lecture-
5
Module 3
Cont’d
Strategy
Implementation
notes/starbucks.pdf
3/5
Complete Starbucks Case
Developing Competitive Advantage
T
3/10
Exam
Th
3/12
Individual Team Meetings
T
3/17
Analysis of Competitive Advantage 2
Alternate Forms: Operational Excellence,
Cust. Responsiveness, Performance
Superiority
Complete Southwest Case
Th
3/19
Evaluation Meetings
BP Presentation 10
Southwest Case & Write up: How
does SW keep its cost advantage?
(Case No. 9-602-065 )
https://hbr.org/product/Rapid-Rewardsat-Southwes/an/602065-PDF-ENG
Meet me in the HTM office
T
3/24
Individual Team Meetings
Meet as a team on your own
Th
3/26
Bridging Theory & Practice:
First Presentations Overview
Spring Break
Team Presentations
3/31-4/3
Module 4
How Do We
Know We Got
There?
BP Presentation 9
Read Summary at:
http://www.quickmba.com/strategy/gene
ric.shtml
Th
T
4/7
Analysis of Competitive Advantage 3
Differentiation
Th
4/9
Individual Team Meetings
BP Presentation 11
BP Presentation 12
Look at Online Planner at:
http://www.planware.org/strategy.htm
Meet as a team on your own
T
4/14
Evaluation Meetings
Meet me in the HTM office
Th
4/16
Individual Team Meetings
Meet as a team on your own
T
4/21
Th
4/23
Strategy Implementation 1
The Role of Leadership
Individual Team Meetings
BP Presentation 13
BP Presentation 14
Meet as a team on your own
T
4/28
Strategy Implementation 2
The Role of Organizational Culture
Th
4/30
Evaluation Meeting
Meet me in HTM office
T
5/5
Bridging Theory & Practice:
Second Presentations
Team Presentations
Executive Summary Due
Th
5/7
Course Debrief
*Peer Evaluations Due
Note: This is a tentative course schedule and may shift at my discretion according to class needs,
availability of guest speakers, and the like. Additional readings and assignments will be given in class.
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XII. Best/Worst Practices:
**Groups of 3 (30 Class) 4-5 (50 Class)- Please be specific in describing the strategies
implemented by the company
No. Names
Company (Best)
Date
1
Marriott
2
Cheese Cake Factory
3
Trader Joes
4
FedEx
5
McDonalds
6
Four Seasons
7
Disney
8
Singapore Airlines
9
Costco
10
Yum Brands
Company (Worst)
11
TCBY
12
Home Depot
13
Six Flags
14
Sbarro
7
J. Willard and Alice S. Marriott Student
Center for Professional Development
Pathways to Excellence
Behaviors
Attitudes
We Expect You. . .
We Promise . . .
To strive for excellence
To be honest- live honor and integrity
To practice self-reliance- take responsibility
To be engaged in your education
To have realistic expectations
To be prepared
To demonstrate good manners
To practice punctuality- being on time is
being late
To wear professional attire
To practice professional communication
To have a plan
To not over commit
To put you first
To challenge you
To make learning fun
To provide opportunity
To be honest with you
Going Above and Beyond
Stay
informed
Study/work
abroad
Seek
scholarships
8
Be active in
associations
Volunteer