- Docente: Manuela Presutti
- Credits: 12
- SSD: SECS-P/08
- Language: English
- Moduli: Manuela Presutti (Modulo 1) Giampaolo Viglia (Modulo 2) Vincent Magnini (Modulo 3)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2) Traditional lectures (Modulo 3)
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Tourism Economics and Management (cod. 8609)
Learning outcomes
Learning Outcomes: At the end of the course the student develops skills and technical abilities related to: strategies of business development, innovation, and internationalization in the tourism sector. More specifically, the student is able to: apply the proper analytical tools to the tourism sector; to competently evaluate the technological and organizational process of change within the firm; to critically evaluate the management of internationalization.
Course contents
The first module:
Executive Summary of business plan
2) Business description
3) Industry analysis
4) Market analysis
5) Marketing plan
6) Competitive analysis
7) Organization
8) Operations/ logistics
9) Financial plan
The second module is divided in two parts:
- offers recent research and industry trends related to the strategic performance of hotels. The content delivered focuses upon maximizing hotel competitiveness, guest experience, brand positioning, and ultimate profitability and performance.
Recent research and hotel industry trends relating to the external marketing of a hotel:
Ø Branding cues in print advertising / best practices in social media content delivery.
Recent research and hotel industry trends pertaining to interactional marketing in a hotel:
Ø : Signaling brand positioning / hotel property differentiation during guest interactions.
Recent research and hotel industry trends involving internal marketing in a hotel:
Ø Staffing trends and best practices / fostering a culture of high performance.
- The second part covers the following points:
- Strategic decision making in tourism
- Pricing in hospitality
- Contemporary issues in tourism and hospitality
- The role of reputation and online reviews
- How to understand which service products are more effective - experiments
- How to position yourself ahead of the competition - mapping the competitive environment
- Applications in excel
Readings/Bibliography
The Complete Book of Business Plans (Small Business Sourcebooks), editd by Joseph A. Covello, Brian J. Hazelgren
Teaching methods
The exam is aimed at evaluating the skills and the critical abilities developed by the students as regards to the development of a business plan; the class offers recent research and industry trends related to the strategic performance of hotels. The content delivered focuses upon maximizing hotel competitiveness, guest experience, brand positioning, and ultimate profitability and performance and fnally strategic decision making with a focus on prices strategies
Assessment methods
Development of a business plan: presentation and formal preparation
Multiple choices examination
Teaching tools
Articles of business journals
some specific readings concerning business plan
Office hours
See the website of Manuela Presutti
See the website of Giampaolo Viglia
See the website of Vincent Magnini