york st john university - teg international...

1

York St John University

Bachelor of Arts (Hons) International Tourism and Hospitality Management

Module Synopsis

Title ICT and Study Skills

Code 1BM020 Faculty York St John Business School Cost Centre 2703

Level YSJU 1 NQF 4

Credits 20 Total Learning Hours

200

Pre-requisites None Barred Combinations

None

Rationale and Aims

The module aims to develop students‟ general study skills such as researching a topic, writing essays and reports, referencing and bibliographies and to develop their abilities in using information technology to analyse and present information. It will cover topics such as the issue of referencing, provenance of sources and modes of communication, including making presentations.

Learning Outcomes

Upon successful completion of the module students will be able to:

1. Communicate effectively using a range of styles, appropriate to audience and purpose.

2. Access information relevant to the study of Business Management and use appropriate referencing systems.

3. Identify and carry out appropriate statistical analyses for the treatment of simple quantitative data and interpret the results.

4. Use a spreadsheet to set up simple models, analyse and present quantitative data and produce graphs and charts.

5. Engage in reflection of learning and identify future learning needs.

Indicative Content

1. Searching for information using a range of resources.

2 Use of spread-sheets to present, analyse and interpret data.

3 Basic descriptive statistics used in the analysis of quantitative data.

4 Presenting information in a suitable academic standard; for example, essays, reports, oral presentations.

2

Title Hospitality Business & Environment

Code 1BM130 Faculty YSJ Business School Cost Centre 2703

Level YSJU 1 NQF 4


200

Pre-requisites none Barred Combinations

none

Rationale and Aims

The module aims to introduce students to key concepts in hospitality, including the notion of hospitality itself. The module will provide students with an understanding of the complex interactions between hospitality organisations and their internal and external environments. Students will gain an appreciation of the context in which hospitality organisations exist and operate. Over the course of the module students will develop an integrated understanding between business, development of academic knowledge and employability skills.

Learning Outcomes


1. Communicate the features and nature of hospitality.

2. Evaluate the business organisation as a system interacting with its environment.

3. Communicate the range and complexity of the influences on the hospitality industry.

Indicative Content

1. Different meanings and interpretations of the hospitality concept.

2. Hospitality as a socio-cultural construct.

3. The structure and nature of the hospitality industry.

4. Understand the contextual environment in which hospitality organisations exist.

5. The integration of business academic knowledge and understanding.

3

Title Organisational Behaviour


Level YSJU 1 NQF 4


200


None

Rationale and Aims

In this changing socio-economic environment an understanding of how individuals and groups engage, interact, communicate and behave within an organisation is crucial to enhance organisational effectiveness and performance. This module is designed to develop knowledge, awareness and understanding of the role and relevance of people, their behaviour and people management to the organisation.

During the Organisational Behaviour module students will draw upon the ideas, theories and concepts of several social science disciplines including psychology, sociology and anthropology. They will have the opportunity to apply different theoretical tools for introducing and sustaining organisational effectiveness and people management as well as to understand the emerging complexities of work and people's behaviours in a highly diverse „world of work‟.

Learning Outcomes


1. Examine a number of key concepts and issues associated with individual and group behaviour in organisations and understand the importance of effectively managing human resources.

2. Understand the nature and practices of organisational behaviour and its importance to organisational effectiveness.

3. Understand the various organisational behaviour models, theories and approaches and use these within an organisational and individual context.

4. Comprehend basic managerial skills necessary for effective performance in the workplace.

Indicative Content

Perspectives on Organising and Managing

Work and Organisational Behaviour.

Organisational Systems and Structure.

Perspectives on People

Personality and Perception.

Motivation.

Management and Leadership.

Perspectives on Group and Social Interaction

Work Groups and Teams.

Communication.

4

Title Tourism Industries


Level YSJU 1 NQF 4


200


None

Rationale and Aims

This module is designed to provide students with an introduction to the history and development of service industries in general and tourism and associated industries (eg leisure) in particular. Students will examine how tourism services are produced, provided and consumed. The structure of the industries will be explored in relation to the public, commercial and not for profit sectors of tourism provision. The nature and extent of tourism and leisure within the UK will be investigated through key organisations and their influence on current provision. The module will also acknowledge and study the global dimensions of these dynamic and hugely significant service industries.

Learning Outcomes


1. Discuss the history and evolution of the service sector and tourism industries.

2. Interpret the roles of the public, commercial and not for profit sectors in the provision of tourism services.

3. Identify the extent of tourism markets both in the local market and internationally.

4. Demonstrate an understanding of the social significance of service industries particularly tourism.

Indicative Content

1. Historical development of the service sector. Evolution of tourism and leisure tracing their development into the significant industries they are today.

2. Exploration of key concepts eg Tourism, Leisure, Sport, Recreation and Play.

3. The role of the public sector in the management of tourism.

4. The role of the commercial and not for profit sectors in the provision of tourism services.

5. The scope and significance of tourism and leisure industries and impacts on consumers.

5

Title Marketing and Operations Management


Level YSJU 1 NQF 4


200


None

Rationale and Aims

The aim of this module is to provide students with the knowledge of theory and operations relating to marketing. An understanding of marketing is particularly important in bringing together a number of important contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of operations.

This module develops knowledge and understanding of the context of marketing and particular issues that affect marketing decision-making and planning at this level. Students will be exposed to the complexities and modalities of marketing practice by analysing product development and market entry strategies in a number of contexts. Students will also be introduced to planning operations across national boundaries and the challenges of operating across different cultures.

Learning Outcomes


1. Demonstrate a basic understanding of the theory and practice of managing marketing and related operations.

2. Evaluate the marketing environment for an organisation.

3. Assess the marketing and operational requirements of product development.

4. Work collectively in a group to present information in verbal and visual formats and to appropriate academic and professional standards.

Indicative Content

1. Marketing Mix.

2. Identifying customers, their needs and how the organisation can meet them.

3. The purpose and nature of marketing activity.

4. Key aspects and approaches to quality of services and products.

5. Product development.

6

Title Economics and Finance


Level YSJU 1 NQF 4


200


None

Rationale and Aims

Knowledge of economics and finance is an essential background for the study of business management. Economics covers topic areas that are extremely relevant to the decision-making process that forms part of the life of professional managers. These include decisions about using resources, purchasing supplies, determining prices, producing goods and services.

Businesses need to be able to measure profit and understand the key differences between profit and cash. An understanding of cost volume profit analysis and financial ratios helps businesses measure performance and make decisions.

Learning Outcomes


1. Demonstrate an understanding of economic theory and its application to businesses situations.

2. Identify the impact of changes in the business environment on pricing and output decisions.

3. Understand basic financial statements (profit and loss, cash flow and balance sheet) and how they are influenced by accounting concepts.

4. Use simple ratios and cost volume profit analysis to help business measure performance and make decision.

Indicative Content

1. Principles of supply and demand.

2. Market structures and competitiveness including externalities.

3. Market failures and imperfections.

4. Basic financial statements (profit and loss accounts, balance sheets and cash flow).

5. Calculation and interpretation of simple financial ratios.

6. Principles of cost volume profit analysis and decision making.

7

Title Designing a Research Project


Level YSJU 2 NQF 5


100


None

Rationale and Aims

This module considers the development of a research proposal in subject contexts, and allows students to develop skills in the selection and use of relevant data. Students will be encouraged to take a strategic view of the research process and to understand the way that research objectives can be translated into a range of appropriate methods and reporting. The module will provide essential preparation for the Dissertation in Level 3.

Learning Outcomes


1. Research and design a proposal for a research project.

2. Demonstrate an awareness of the role of quantitative and qualitative research in a subject context.

3. Demonstrate an awareness of methodological and reporting options for research investigations.

Indicative Content

1. Research strategy and design.

2. Reviewing literature.

3. Selection of appropriate methods for the collection and reporting of results.

8

Title Professional Experience and Career Planning


Level YSJU 2 NQF 5


100


None

Rationale and Aims

The module builds on employability skills development which commenced in level 1 and the work placement element is further reflected in level 3 in order to ensure that employability is embedded through the three year curriculum.

This module has been developed to enable students to engage in project planning and management, a tool that is highly sought after in the job market, and is a useful way to plan their career development and to consider career direction.

Learning Outcomes


1. Research, develop, manage and evaluate a group-project brief.

2. Critically reflect on the personal learning and development that occurred in this context.

Indicative Content

1. The ability to plan and implement projects and be able to link these skills to career development plans.

2. Personal development – identification of personal values, career goals and the understanding of employability skills gained through academic study.

9

Title Travel and Tourism Marketing


Level YSJU 2 NQF 5


200


None

Rationale and Aims

Effective marketing is key to a successful tourism industry and given its multi-sectoral nature it impacts at every level of the industry‟s operations. It is important, therefore, that students are exposed to the range of marketing activities within tourism and understand, analyse and interpret both the structure and processes involved in marketing tourism products.

This module provides a theoretical context for understanding the way that tourism products are marketed and the underlying processes of cultural production to which these refer. The module focuses on key features of the tourism marketing as a social, cultural and business practice and a subjective experience. On completion of the module students will have a clear understanding of not only the role of marketing in tourism, but its context within tourism as a cultural and economic practice.

Learning Outcomes


1. Analyse marketing activities in the context of travel and tourism operations.

2. Evaluate and interpret marketing in relation to the service environment and the subjective experience of tourists.

3. Evaluate the role of marketing activities in the development of destinations and travel modalities.

4. Interpret the relationship between marketing and the social and cultural forces that construct contemporary tourism experience.

Indicative Content

1. Multi-sectoral product development in travel and tourism.

2. The marketing mix in travel and tourism.

3. Tourism as a service industry.

4. Types of marketing activity in travel and tourism.

5. The social and cultural context of tourism marketing.

6. Structural change in travel marketing.

7. Destination branding.

8. Destination image formation.

9. Understanding the tourist as consumer.

10. Understanding subjective experience in tourism.

11. Critical approaches to tourism marketing.

12. Key developments in contemporary travel and tourism marketing.

10

Title Human Resource Management

Code 2BM160 Faculty York S John Business School Cost Centre 2703

Level YSJU 2 NQF 5


200


None

Rationale and Aims

Human Resource Management (HRM) has become a pervasive and influential approach to the management of employment and work. This module provides a comprehensive introduction to HRM and people management issues. Students will be able to examine and apply appropriate theories and principles to complex contemporary situations in business and develop a reasonable understanding of the latest thinking in HRM. It will also provide students with an in depth understanding of the key concepts, tool and techniques of HRM relating to HR Planning, Human Resource Development and Health, Safety and Welfare.

Learning Outcomes


1. Define the concept of HRM and evaluate relevant theory and models.

2. Understand the essential contribution of all aspects of HRM to strategic success.

3. Analyse and apply knowledge of Human Resource Development and Planning and propose solutions to contemporary human resource problems.

4. Demonstrate an understanding of the issues associated with Health, Safety and Welfare within organisations from different perspectives.

Indicative Content

• Introducing HRM.

• Human Resource Planning.

• Human Resource Development .

• International HRM.

• Health & Safety, Welfare and Occupational Health.

11

Title Research Methods for Business


Level YSJU 2 NQF 5


100


None

Rationale and Aims

Organisations frequently require both an understanding of how and why data is acquired, and an ability to collect, analyse and interpret it. These skills are also important if students wish to progress to postgraduate study or careers in consultancy services. This module considers the use of quantitative and qualitative research methods in subject contexts, and allows students to develop skills in the collection, analysis and reporting of relevant data.

Learning Outcomes


1. Select appropriate methods for the collection of primary research data.

2. Analyse, interpret and evaluate qualitative and quantitative data.

Indicative Content

1. Design a research investigation.

2. The collection and analysis of quantitative and qualitative data.

12

Title Employment Development


Level YSJU 2 NQF 5


100


None

Rationale and Aims

The module specifically engages with issues such as career decision making, the recruitment cycle, applying for jobs and finally sourcing and embarking on a placement or a group or individual project.

Learning Outcomes


1. Negotiate a learning contract to meet the needs of multiple stakeholders.

2. Understand recruitment processes and demonstrate effective job application skills.

3. To plan, negotiate, secure and undertake a work placement or a group or an individual project and critically reflect on the personal learning and development that occurred in this context.

Indicative Content

1. Panning, negotiating and organising a 3 week work placement or approved project.

2. Personal development – identification of personal values, career goals and the understanding of employability skills gained through academic study.

13

Title Cultural and Heritage Tourism


Level YSJU 2 NQF 5


200


None

Rationale and Aims

Overall, this module aims to provide the students with knowledge and experience that will enable them to critically understand and evaluate the role of culture and heritage, the cultural industries and various forms of cultural production within the context of the visitor economy. It seeks, therefore, to develop both a theoretical basis and an operational sense of the role of culture in tourism. It also enables students to address some of the key theoretical constructs that underpin contemporary tourism studies. These include anthropological and sociological theories of attraction value, authenticity and commodification, as well as understandings of place and personal engagement with it from cultural geography and cultural studies, and psychological constructions of touristic motivation and behaviour. The module also provides students with an opportunity to examine their own subjective response to a destination through travel and travel writing.

Learning Outcomes


1. Demonstrate an analytical awareness and critical understanding of the key theory underpinning cultural and heritage tourism.

2. Engage in an analysis of role of cultural and heritage tourism in destination development and tourism operations.

3. Analyse and discuss the significance of cultural and heritage tourism internationally and in specific destinations and regional visitor economies.

4. Reflectively engage with the subjective dimension of travel and tourism.

Indicative Content

1. The nature of cultural and heritage tourism.

2. Its significance in tourism and destination development.

3. Theoretical perspectives on heritage and cultural tourism.

4. Who are the cultural and heritage tourists?

5. How is cultural and heritage tourism organised?

6. Operational aspects of cultural and heritage tourism.

7. Case studies of cultural and heritage tourism.

8. Subjective responses and travel writing.

14

Title Hospitality & Service Operations


Level YSJU 2 NQF 5


200


None

Rationale and Aims

Operational excellence is critical for success in hospitality and service industries today and its importance is increasing due to deregulation, global competition and rapidly evolving information technology. The nature of the hospitality industry being constantly on the move and ever-evolving has added to the complexities involved. This module will provide participants with skills and understanding that can be applied in complex business environments involving hospitality service operations. The moduleexplains particular challenges that a hospitality manager will face from various dimensions of the business and covers design, planning, control and quality issues related to the service operations.

Learning Outcomes


1. Critically analysethe challenges of managing different types of service operation.

2. Applythe basic requirements for process design and the processes involved in designing service operations.

3. Critically evaluateconcepts of service quality, process improvement and the concepts of lean thinking in the design of service operations.

Indicative Content

Hospitality & Services Operations addresses several aspects of theory relevant to hospitality operations. Topics covered include, customer service, quality management, supply chain management, measurement of service quality and the role of technology in service delivery sustainability. The module considers increasing and changing legislation issues and how these impact on the Industry, especially food safety, health and safety. As most hospitality businesses engage in a multitude of activities which require a high degree of co-ordination, the module looks at this area and how it is achieved whilst achieving good standards of customer service.

15

Title Tourism Policy and Planning


Level YSJU 3 NQF 6


200


None

Rationale and Aims

This module is designed to allow students to review the tourism planning process, identifying the similarities and differences between the public and private sectors. Students will identify the importance of strategic management issues in relation to policy and planning decision making. Specific policies and plans are examined and links between planning and policy particularly in the public sector are analysed. The importance of policy formulation and strategic planning will be highlighted in relation to destination management.

Learning Outcomes


1. Distinguish differing political ideologies and appraise their role in determining the nature of tourism policy and planning.

2. Examine mainstream economic ideas and discuss how they provide a basis for analysis of the strategic management of tourism.

3. Employ and evaluate a range of specific techniques and approaches to estimating demand and preparing tourism plans.

4. Assess the future for tourism and evaluate the policies and planning required to meet this scenario.

Indicative Content

This module will explore the theory and practice of tourism policy and planning. The influences of politics, ideology and economics on policy and planning formulation and implementation will be examined. Mechanisms for the assessment of tourism demand, strategic planning and performance evaluation will also be researched in relation to their role in the development of tourism policy and planning.

16

Title Contemporary Issues in Hospitality


Level YSJU 3 NQF 6


200


None

Rationale and Aims

The module will enable the student to fully understand and appreciate the extensive range of contemporary issues facing hospitality organisations across the world. It thus provides a structured and detailed examination of issues pertaining to, for example, industry structure and supply, demographic trends and demand, business environments and sustainability, the emerging technologies and distribution, and social and cultural change in relation to the labour market. Moreover, it enhances the student‟s ability to critically review and evaluate the impacts of such issues and trends upon the international hospitality business.

Learning Outcomes


1. Identify and critically analyse the nature and breadth of key contemporary issues facing hospitality organisations.

2. Synthesise and demonstrate a systematic understanding of the key contemporary issues, and their inter-relationship in the context of hospitality management.

3. Critically evaluate the overall impacts of emerging contemporary issues upon the international hospitality business.

Indicative Content

The module aims to cover contemporary issues and as such it is difficult to predict in advance what precisely these issues may be. However, in terms of an indicative range of topics that the student may cover, the following are indicative of contemporary issues in hospitality:

1. Demographic changes and trends in consumer demand and expectations.

2. The increasing role and influence of the media.

3. The emerging and continuing impact of globalisation.

4. New growth sectors such as timeshare and cruising.

5. Changes in operating patterns and supply chains.

6. The growth in, and hospitality's inter-relationship with, events and festivals. The changing nature of tourism.

7. The industry's relationship with the environment and issues of sustainable development.

8. Emerging marketing strategies and distribution challenges.

9. Harnessing the full potential of the information and communication technologies.

10. The changing nature of the hospitality workforce.

11. Addressing terrorism and related safety and security issues.

12. The emergence of an increasingly litigious culture.

17

Title Organisational Strategy and Decision Making


Level YSJU 3 NQF 6


200


None

Rationale and Aims

The requirement for effective strategic management is increasing due to the highly complex and turbulent environments in which most private and public sector organisations currently exist. The study of organisational strategy encompasses theory and practice from a broad range of business sectors. As such, this module draws on concepts introduced in earlier modules and furthers the critical understanding of these topics and their inter-relationships. The module examines theories and models used in strategic management and decision making and reviews existing practice.

Learning Outcomes


1. Independently acquire and analyse information on the theory and practice of strategic management from primary and secondary sources.

2. Critically evaluate theories and professional practice relating to organisational strategy.

3. Interpret and apply advanced and contemporary theory relevant to the field of strategic management.

4. Apply organisational strategy theory and models to the solution of business problems or market opportunities.

Indicative Content

1. Strategic analysis.

2. The theory and practice of strategic management in the public and private sectors.

3. Models, theories and processes used in strategic decision making.

18

Title Responsible Tourism


Level YSJU 3 NQF 6


200


None

Rationale and Aims

Tourism is one of the world‟s largest and fastest growing industries and involves diverse stakeholders such as local communities, tourists and public and private sectors. This module provides a framework for understanding the concept of sustainability in tourism and what “being responsible” means for tourists and all other stakeholders in tourism. The module examines the way to develop tourism for local communities in a sustainable manner, especially those in developing countries. The module also investigates different kinds of tourism impact, especially focusing on economic, socio-cultural and environmental impacts, and explores the ways to enhance positive impacts of tourism and mitigate negative impacts of tourism in order to conserve cultural and natural heritages in local communities for the future generations.

Learning Outcomes


1. Demonstrate a critical understanding of the concept of responsibility and sustainability in tourism.

2. Evaluate a range of current debates over responsible and sustainable tourism.

3. Examine the issues at a tourist destination in terms of triple bottom line and identify the key stakeholders and their roles.

4. Establish an appropriate sustainable tourism strategy and set up feasible objectives for the sustainable development of a destination.

Indicative Content

The concept of sustainability in tourism.

The relationship between sustainable tourism and responsible tourism.

Being responsible as a tourist and stakeholder in tourism.

Working with local communities.

Tourism as a community development tool.

The way to maximise economic benefits from tourism and minimise leakages for local communities.

Triple bottom lines of sustainability: economic, socio-cultural and environmental aspects.

Conservation of natural and cultural heritage in a sustainable manner.

Destination management.

The tourism management plan and its monitoring system.

The political and legal frameworks.

The roles of public sector, public-private partnerships and NGOs.

19

Title Business Research Case Study


Level YSJU 3 NQF 6


200


None

Rationale and Aims

The module is designed to enable students to apply secondary research and a range of business and organisational analysis techniques to a particular business or organisation within the context of a case study. The aim of the module is to provide students with the ability to analyse and interpret the key operational features of a chosen organisation and to critically evaluate its performance. It also provides an opportunity to reflect those aspects of learning which will enhance employability through the application of business analytical skills.

A range of business management perspectives will be applied including organisational issues, strategy and resource use. Students will be encouraged to make links between these various aspects and their own specialism or to integrate the various perspectives to produce a holistic analysis. Accordingly students will apply their knowledge in marketing, finance, human resources and the business environment to produce a well-researched and cogent evaluation of the business/organisation in its operational context and make informed recommendations for improved performance.

Learning Outcomes


1. Apply case study methods to interpret a business/organisation.

2. Research and evaluate the performance of an organisation in its business environment.

3. Make recommendations about operational performance based on research and evaluation of data.

4. Produce a reflective journal which reflects upon professional, academic and employability skills.

Indicative Content

1. case study analysis;

2. use of secondary data sources;

3. business environment;

4. organisational analysis;

5. finance;

6. corporate strategy;

7. resources;

8. marketing;

9. performance evaluation and management;

10. reflection on personal, professional and employability skills.

20

Title International Marketing


Level YSJU 3 NQF 6


200


None

Rationale and Aims

The purpose of this module is to provide students with a detailed knowledge and awareness of marketing theory and operations at an international level. An understanding of international marketing is particularly important in bringing together a number of important contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of international operations.

This module develops knowledge and understanding of the international context of marketing and particular issues that affect marketing decision-making and planning at this level. Students will be exposed to the complexities and modalities of international marketing practice by analysing product development and market entry strategies in a number of international contexts. Students will also be introduced to the operational issues relating to marketing across national and world-regional boundaries and the challenges of operating across different cultures.

Learning Outcomes


1. Analyse and evaluate the key strategic issues and decisions affecting the process of internationalizing marketing efforts.

2. Demonstrate a clear understanding of the operational imperatives of marketing at an international level.

3. Critically evaluate marketing issues in relation to new product developments, and new markets in an international context.

4. Appreciate the significance of cultural diversity in international marketing and apply relevant theory to the solution of problems posed by this for international marketing activity.

Indicative Content

1. International influences on business and marketing strategies; assessing global marketing environments and demand.

2. International positioning and product development – standardisation and adaptation decisions.

3. Internationalisation of value chain functions and the application of traditional marketing analyse to global contexts.

4. Designing International marketing programmes: available distribution channels; media and promotional channels.

5. Social, economic and political contexts: the frameworks of international trade.

6. Cross-cultural marketing: consumer behaviour and cultural mores.

7. Cross-cultural marketing communications.

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