Module title: Hospitality Business Development

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM09833
Module leader: Ahmed Hassanien
School The Business School
Subject area group: Tourism and Languages

There are no pre-requisites for this module to be added

2019/0, Trimester 1, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: LCA_NOT_LIST
Member of staff responsible for delivering module: Ahmed Hassanien
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
LO1-5: Each taught input uses a variety of methods including lectures, group discussions and activities in order to foster active and collaborative student learning. Audio-visual resources and case studies are used to help students relate theory to practice. Directed reading and other study tasks encourage more personalised learning, as does the research and preparation required by the module assessment, which empowers students to take responsibility for their own investigation. Learning is further supported by industry speakers and visits.

Embedding of employability/PDP/scholarship skills
LO1-5: The range of teaching and learning approaches used within the module is designed to not only encourage deeper learning, but also to develop skills such as information retrieval, interpretation and analysis, and oral and written presentation styles. The close alignment of the module to industry through, for example, the use of guest speakers, and the need for students to undertake primary research for the module assessment, helps embed such skills as scholarship, critical thinking, oral communication, information retrieval and academic literacy.

Research/ teaching linkages
LO1-5: All members of the module teaching team undertake scholarly activity relating to the development, operation and management of hospitality businesses. They also all have close connections with industry. The blend of teaching methods, range of teaching resources, and design of the formative assessment all foster the exchange and discussion of individual students’ knowledge and experience, as well as their research findings, in class throughout the module. Successful completion of the two pieces of coursework is heavily dependent upon structured and focused student research.

Supporting equality and diversity
The nature of the module and its content is such as not to present obstacles or barriers to student accessibility. All materials relating to the module are made available on Moodle. Timetabled academic supervision is available each taught week of the module to support students, and arrangements can be made to accommodate special needs as required.

Whilst the module is primarily taught in the United Kingdom context, international students are actively encouraged to bring their individual social and cultural knowledge and experience to class, as well as industrial examples drawn from their home countries. Moreover, international students may, if they so wish, address the module assessment in the context of their home country and industry.

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
LO1-2: The formative assessment entails the preparation of an Essay, chosen from one of three possible titles, for submission in Week 7, preceded by the preparation of an Essay Plan, for submission in Week 4. Each title is designed to deepen the student’s knowledge and understanding of the centrality of the consumer in the process of hospitality business development, and the associated imperative of appropriate and effective market research and analysis. Two hours of tutorial time are designated as assessment workshops to further help ensure the student proceeds to submission with appropriate academic guidance and support. There are other forms of informal formative assessment incorporated into the module to underpin student learning. LO3-5: The remainder of the formative assessment takes the form of a second piece of coursework, namely a reflective portfolio, that is based upon a limited strategic evaluation of a hospitality business of the student’s choice and which invites discussion of four from a choice of five business development perspectives. It is 3,000 words in length and based upon the learning undertaken during the second half of the module.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 10 1-2 4 HOURS= 0, WORDS= 500
Essay 40 1-2 7 HOURS= 0, WORDS= 2000
Portfolio 50 3-5 14/15 HOURS= 0, WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

Nature and characteristics of hospitality products, and their relationship with the consumer. Consideration of consumer behaviour and demand patterns, in context of existing and predicted business provision. Issues entailed in effective market and product research, feasibility and evaluation. Requirements for creative and effective design and delivery in hospitality products, including integration of quality and service. Key role of distinctive and effective differentiation within hospitality industry. Common ownership and operating models. Best practice in planning, resourcing, operation and control of hospitality operations, including performance appraisal and evaluation, and benchmarking. Current issues and trends, and impacts of change, relating to hospitality business development.

Learning Outcomes for module:

LO1: Critically analyse the nature and characteristics of hospitality products as related to the consumer.
LO2: Evaluate the principles entailed in the effective formulation and development of hospitality products.
LO3: Identify and analyse the essential components of successful hospitality product delivery and differentiation.
LO4: Critically appraise strategies for evaluating and improving the performance of hospitality businesses.
LO5: Evaluate alternative ownership and operating models commonly utilised within the hospitality industry.

Indicative References and Reading List - URL:

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