HOSP.101x
Introduction to Global Hospitality Management
Syllabus
Page Name
PRE‐COURSE SURVEY
MODULE 1
Module 1: An Introduction to the Hospitality
Industry
Topic 1.1: The Depth and Breadth of the
Industry
Explore the Hospitality Industry
Build a Definition of Hospitality
What Is the Hospitality Industry?
Globalization in Hospitality
Hospitality Is Global
Topic 1.2: Game Changers
Opportunity and the Hospitality Industry
Innovation in the Industry
Find Out What People Are Doing in
Hospitality
The Evolution of the Industry
MODULE 2
Module 2: Strategic Hospitality
Management and Innovation
Topic 2.1: The Role of Strategy in the
Industry
A Strategic View of the Hospitality Industry
What Is Strategy?
Ask the Expert About Franchising
Franchising in Your Part of the World
Topic 2.2: Corporate Strategies
Corporate vs. Business Strategies
Growth Strategies
Ask the Expert About Synergies
Creating Value
The Options Matrix
Use the Options Matrix for PDC
Topic 2.3: Strategic Management
Action
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Survey
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Case Study Component
1
HOSP.101x
Introduction to Global Hospitality Management
Syllabus
The Strategic Management Process
Strategic Direction Setting
Write a Mission for PDC
Ask the Expert About the Mission Statement
Topic 2.4: External Analysis Tools
PEST Analysis
Perform a PEST
Situation Analysis Using HCAT
Analyzing HCAT Results
Use an HCAT
Topic 2.5: Innovation and Game Changers
Define Innovation
What Is Innovation?
Ask the Expert About Innovation
Service Innovation
Views on Business Model Innovation
Recommend Innovation Strategies for the
Spanish Playa Hotel
Innovation Opportunities
Module 2 Wrap‐Up
Where to Go from Here
MODULE 3
Module 3: Owners, Operators, and Investors
‐‐ A Behind‐the‐Scenes Look at Investing in
the World of Hospitality
Topic 3.1: The Structure of the Operation
How Do Owners Evaluate a Potential
Investment?
The Hotel Question: Hire an Operator or Self‐
Operate?
The Restaurant Question: Own or Lease?
Choosing the Level of Branding
Identify the Operation
Topic 3.2: Evaluating Proposed Projects
Introduction to Project Evaluation
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2
HOSP.101x
Introduction to Global Hospitality Management
Syllabus
Investment Opportunity ‐ The Spanish Playa
Hotel
Decision Tool: Exhibit B
Introduction to Exhibit B
Exhibit B for the Spanish Playa
Introduction to Net Present Value (NPV)
Evaluating the Spanish Playa Hotel
Evaluating the Deal, Part 1
Evaluating the Deal, Part 2
Use the Spreadsheet
Was It a Good Deal?
Topic 3.3: Negotiating Management
Contracts
The Negotiation Process
The Rules of Engagement
Contract Negotiation
Ask the Experts about the Negotiation
Process
The Implications for Owner and Operator
Topic 3.4: Negotiating Franchise Agreements
Why Franchise?
Franchise Affiliation Decision Guide
Ask the Experts about Franchises in the
Future
Analyze Franchises
Module 3 Wrap‐Up
Where to Go from Here
MODULE 4
Module 4: Marketing the Hospitality
Experience
Topic 4.1: Brand Promise and Target
Markets
The Hospitality Brand Promise
Describe the Brand Promise
Target Markets for the Hospitality Enterprise
Determine the Market Segments
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3
HOSP.101x
Introduction to Global Hospitality Management
Syllabus
Topic 4.2: Price, Value, and Position
Hospitality Value Creation and Price
Viewpoints on Competitive Positioning
Explore the Value Landscape
The Value Landscape
Topic 4.3: Distribution Channels
Hospitality Industry Intermediaries
Ask the Expert About eCommerce in
Hospitality
Vacation Planning
Identify Intermediaries for the Hotel
Topic 4.4: Online Opportunities and Threats
Hospitality New Media Marketing
New Media Challenges
Identify New Media Use
Topic 4.5: Marketing Performance Measures
What Is Marketing's Job?
Measures of Marketing Performance
Key Metrics
Provide Marketing Advice to the Spanish
Playa
Module 4 Wrap‐Up
Where to Go from Here
MODULE 5
Module 5: Human Resources Management
in Hospitality
Module 5.1: The Relevance and Nature of
HR in the Hospitality Industry
HR Is Key to the Success of the Hospitality
Organization
Approaches to HR Management
Ask the Experts About HR Management
Informed HR Decision Making
A Competitive Assessment
Assessing the Impact of HR
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HOSP.101x
Introduction to Global Hospitality Management
Syllabus
Assess HR at the Spanish Playa Hotel
The Future of Hospitality Work
Topic 5.2: Attracting and Selecting Talent
How Smart Hospitality Organizations Attract
Talent
Resources for Recruiting and Selecting Talent
Reviewing Job Descriptions
How Smart Hospitality Organizations Select
Talent
Select the Right Candidate
A Tool for Forecasting Impact
Topic 5.3: Developing and Retaining Talent
Essentials of Talent Development
An Onboarding Checklist
Consider Training at the Spanish Playa
Online Approaches to Training and
Development
Talent Assessment
Assess Your Performance
Ask the Experts About Rewards and
Incentives
Conduct a Pay Survey
Professional Development Resources Online
Module 5 Wrap‐Up
Where to Go from Here
MODULE 6
Course Wrap‐Up
Acknowledgements
POST‐COURSE SURVEY
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Website Review Exercise
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Optional Exercise
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Discussion
Exercise and Reflection
Exercise and Reflection
Survey
Survey
5