Edinburgh Napier University Online MBA in Tourism & Hospitality

The module introduces a number of tools that can be used to measure the success, or otherwise, of an organisation – focusing on operations, supply chains and marketing strategy. Kaplan and Norton’s Balanced Scorecard model will be the key model explored. This is a set of measures that gives a fast but comprehensive view of the business. The Balanced Scorecard endeavours to collate important elements that reflect a business’s strategic position e.g. product and service quality measures, product and service development time, customer satisfaction, productivity and so on.

Overall the module emphasises the concept of integrative nature of business across key areas and what matters most in the need and desire to build high performing organisations that can endure in the complex, global business environment.

The large majority of businesses today operate in a variety of economic environments and their leaders must make economic decisions taking into account market specific information. This module covers the most essential analytical tools required for economic decision making such as: the concepts of economic systems, profit and utility maximisation, demand elasticity, market equilibrium, market structures, macroeconomic objectives, government policies’ (monetary, fiscal and trade policies) tools and their impact on businesses etc.

Businesses also require funding from shareholders and lenders at the outset and subsequently need to profits and positive cash flows for investment. They are in competition with other businesses for funding, just as much as they are competition for labour and market share. On this course, you will learn to evaluate the advantages and disadvantages to the business of a range of sources of finance. You will also learn how managers’ report on the financial affairs and financial position of the business and how financial reports can be analysed to evaluate business performance.

The module will cover the following topics:

• Organisation Strategy and strategic Leadership
• Determining the strategic Direction: Mission Vision and Values
• Strategic decision-making in Practice
• Transformational Leadership Approaches and Emotional Intelligence
• The Leader-Follower Relationship
• Team Leadership
• Strategic decision-making in Innovative Contexts
• Creating Systemic Innovation
• Authentic and Sustainable Leadership
• Current Trends in strategic Leadership

Learning outcomes of the module

Upon completion of this module you will be able to:

• Examine and critique the underlying principles of key leadership theories
• Critically review how effective leaders foster an innovation culture in organisations
• Explore the dynamics underpinning the leader-follower relationship in organisations
• Review and critically the strategic role of leaders within organisations

The material covered in the module relates to two broad areas of study: the examination of organisational behaviour, including attitudes, perception, motivation, groups, teams and leadership; and understanding managerial processes, and the development of skills important in the management of people and processes – such as corporate social responsibility. Change management is increasingly important and therefore you will examine the topic by looking at both incremental and transformational change, and the importance of power, politics and conflict.

Focusing on the behaviour of people in a work environment, the module places an emphasis on understanding the vital role and importance of people in the change management process. You will develop an understanding of the dynamics of working organisations in a rapidly evolving business environment, specifically the significance of organisational culture. This in turn develops your ability to plan and carry forward sustainable system-wide change programmes.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Apply organisational behaviour theory to the business context
• Critically analyse the factors influencing individual behaviour in organisations
• Evaluate the nature, role and tasks of people management and identify effective management practice and skills
• Identify and analyse trends in transformational change management in organisations
• Illustrate through analysis and synthesis a robust understanding of International Leadership, management theories and concepts

The content of this module is informed by the Chartered Management Institute’s ‘Chartered Manager skills’, as well as the academic requirements of the MBA programme. The focus of this module is to develop critical thinking and problem solving skills to prepare you for a range of challenges in your academic and professional career.

Specifically, the emphasis is on developing research skills that will equip you with the expertise to undertake relevant and topical research allied to your MBA Project.

The core material covers:

• Critiquing academic and practitioner research from a range of published sources,
• Developing tools and techniques for writing a critical literature review,
• Methodological considerations,
• Research design,
• Research ethics,
• Qualitative and quantitative methods of data collection,
• Manual and computer-based techniques of data analysis and,
• Evaluating and communicating your research.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Critique a range of literature sources with the aim of developing a critical literature review for a selection of academic and management projects
• Critically identify and evaluate research methodologies, together with relevant methods and techniques for the collection and analysis of data
• Demonstrate a critical awareness of your own practice in conducting a research study in terms of typical ethical, political and individual dimensions of business research

This module contains no specific subject content, and therefore there is no formal delivery of any material. The individual and unique project topics selected by you will allow you to utilise the methods and techniques introduced in the Skills for Managers module to independently research and acquire detailed knowledge relating to your project. The emphasis is very much on individual development and demonstrating the critical research skills commensurate with postgraduate study. While you will receive supervision, the supervisor’s role is primarily one of facilitation and guidance, with you taking a pro-active stance to the assimilation and analysis of relevant literature, leading to the design and execution of appropriate research. The production of a project, critically reflecting on the research undertaken and presenting robust and evidence-based arguments, is the ultimate goal of this module. Although the project is subject-specific, the skills used within the project are transferable and relevant to a range of situations you may find yourself in, in your current or future organisation.

A number of exemplars will be available on the VLE to support you, and the guidelines for writing the project are given in the MBA Handbook.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Plan and design an MBA research project in a relevant business and management area which has the potential to make a contribution to subject discipline knowledge and improvements in organisational performance
• Review and critique the relevant body of knowledge relating to your chosen topic, leading to set of robust and clearly-defined aims and objectives
• Critically evaluate and defend the research approach adopted in the project research
• Execute, analyse and interpret research data leading to well-argued conclusions and recommendations
• Reflect on personal and professional development, as well as the approaches and outcomes of the research

The module covers the following topics:

• Demographic changes and trends in consumer demand and expectations
• The increasing role and influence of the media. The emerging impact of globalisation
• New growth sectors such as timeshare and cruising
• Changes in operating patterns and supply chains
• The growth in, and hospitality’s inter-relationship with, events and festivals
• The nature of strategic alliances
• The industry’s relationship with the environment and issues of sustainable development
• Emerging marketing strategies and distribution challenges
• Harnessing the full potential of the information and communication technologies
• The changing nature of the hospitality workforce
• Addressing terrorism and related safety and security issues
• The emergence of an increasingly litigious culture

Learning outcomes of the module

Upon completion of this module you will be able to:

• Interpret the breadth and diversity of the range of contemporary issues facing hospitality organisations across the world
• Critically analyse the nature, effects and implications of each key contemporary issue
• Synthesise knowledge of the key contemporary issues, and their inter-relationship in the context of hospitality management
• Critically evaluate the overall impacts of emerging contemporary issues upon the international hospitality business

The meetings industry is of huge global economic importance (Davidson and Cope, 2003). Business events play a significant role in generating tourism revenue for destinations thus contributing towards economic prosperity. In this module, you will learn about the major stakeholders in the business event industry, and how they interact with one another. You will examine issues of supply and demand at all levels, and analyse the impact made by business events on their chosen destination. You will be taken on visits to event venues, and will hear guest speakers from industry. This will enable you to connect the theory to the practice. The module contains the following topics: An introduction to the business event Industry; Suppliers; Buyers; Intermediaries and other organisations; Planning a business event; Staging a business event; Marketing business events; Bidding for business events; Impacts of business events; Current and future trends.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Analyse the different types of demand for business event facilities
• Evaluate supply trends in a local, national and global context
• Critically review the varying stakeholder roles in the planning and management of business events
• Identify and assess the principle economic, social and environmental impacts of business events and venues within a destination
• Determine the appropriate application of management strategies for the successful planning, implementation and control of business events