HM32 Strategic Management in the Hotel Industry

Module Name
Strategic Management in the Hotel Industry
Module Code
Ester Gitonga
Phase 1 related modules (HT) or equivalent
This course offers a complete, comprehensive, and managerially useful treatment of strategic management in the hospitality industry. This up-to-date resource provides the most relevant models, theories, and hospitality practices for those interested in managing effectively in today's competitive international hospitality industry. It discusses the role of strategy in creating firm value and growth and stresses the relationship between leadership theory, strategic thinking and financial management. Strategic Management in Hotel Industry provides a realistic, balanced, and current view of the field by considering the practical aspects of the strategic manager's role, including the acquisition, development, and management of internal resources (such as people, knowledge, financial capital, and physical assets) and relationships with external stakeholders (such as guests, suppliers, owners, franchisors, venture partners, and governmental agencies).
  • Understand how strategic planning help management envision a future direction and develop the goals and strategies to reach the right objectives
  • Examine mechanisms and techniques employed in the management of hotel, convention and meetings, tourism or food service facilities
  • Examine the competitors critical resources and capabilities to predict their future strategies
  • Analyze contemporary issues related to hospitality and tourism areas and undertake suitable actions for organization and society well-being.
  • Able to competently illustrate entrepreneurial skills through management designed to make strategic decisions and develop effective solutions for hospitality and tourism organizations.

1. Leadership, Strategy and the Value Adding Manager
2. The Coalignment Model
3. General Concepts in Scanning
4. Identifying Forces Driving Change
5. Scanning the Remote Environment
6. Scanning the Task Environment
7. Investing in Competitive Methods
8. Competitive Methods and Industry Performance
9. Developing, Maintaining and Enhancing Core Competencies
10. Implementation and Execution of Strategy-Achieving and Managing Coalignment

Instruction / Study Load

24 Lesson hours
8 Preparation Lesson hours
21 Assignments / Homework hours
20 Exam and exam preparation hours
3 Seminar lecture hours

64 Literature ( Depending on the length and difficulty of the book ) hours

The course uses 415 pages from the book where:

• 330 pages easy reading and understanding material – 47 hours
• 85 pages average reading and understanding material – 20 Hours


• Difficult reading and understanding material – 3 pages per hour
• Average reading and understanding material – 5 pages per hour
• Easy reading and understanding material – 7 pages per hour

Total 140 Hours

IBA Final Qualification Mapping
Mapped with numbers 1,2,3,4,5,8,11 and 18 See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status
Testing and assessment
Written Examination See the EEG for further reference.
European Credits
Required literature
  • Strategic Management in the Hospitality Industry , Michael D. Olsen, Joseph J. West, Eliza Ching Yick Tse, Prentice Hall; ISBN-10: 0131196626; ISBN-13: 978-0131196629