Pearson BTEC HND Hospitality Management

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ICON College of Technology and Management
BTEC Level 5 in Hospitality Management (RQF)
Unit 38: Concepts and Innovation in Hospitality (L5)
Session: September 2020
Recommended Word Count: 3,000
Assignment Context and Scenario
As a hospitality consultant, you have been asked by an international hospitality organisation (of your
choice) to provide strategic direction in terms of how to improve its competitiveness in respect of the
development of innovative new products and services that are ethical and sustainable.
You will be required to submit a report based on the four learning outcomes below along with a brief
presentation of 15 minutes to ‘pitch’ your case to a panel of experts that should include time (5
minutes) for Q and A:
Learning Outcome 1: Explore the concept of innovation and its importance to business
performance
Discuss the concept of ‘innovation’ and different sources of innovation, and using your hospitality
organisation, explore and evaluate the importance of innovation to business performance and other
benefits it can generate to the organisation.
Critically evaluate the contribution of innovation to business strategy and performance to achieve
hospitality business objectives.
Hint: Make a brief justification of why innovation and product development are important to an
organisations’ success. Use examples of entrepreneurial and innovative developments to illustrate
your argument.
Learning Outcome 2: Analyse the key factors driving innovation in the hospitality industry
Using a range of examples, analyse the factors driving innovation in the hospitality industry and
critically analyse the advantages and disadvantages of factors driving innovation in terms of meeting
business objectives to maximise profit
Critically evaluate how hospitality businesses sustain profitability and competitive edge using factors
driving product, service and brand innovation across the sector (you may use your chosen
organisation as an example).
Hint: Set the scene in terms of a brief overview of the organisation and its strategic direction, its
target markets, competitors and the organisation’s external operating environment, it internal
strengths and weaknesses. (This would include information about its current product and service
portfolio).
Learning Outcome 3: Assess the role and importance of innovation to hospitality
businesses
Consider and review a range of different innovative concepts and approaches such as Boutique
Hotels to Air-B&B that have been implemented in the hospitality industry and evaluate using specific
examples, analysing the benefits they have generated. Critically evaluate the success of a range of
innovative concepts and approaches adopted by hospitality organisations providing examples.
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Hint: You may present a case for at least two new products or services that are feasible and justified
in terms of current and potentially new markets. These ‘innovations should be justified by, and
reflect technological advances in terms of both data gathering and in the products and services
themselves, as well as reflect the changing demographics of the organisations markets.
Learning Outcome 4: Conceive and pitch an innovative concept for the hospitality
industry expectations
Conceive and pitch an innovative concept or an idea for your chosen organisation or the hospitality
industry in general that has market potential and commercial viability. Evaluate the market potential
for your proposed concept in terms of customer requirement and financial feasibility.
Based on valid and justified market research assess the market potential and financial feasibility for
the proposed hospitality concept, present a well-articulated, coherent pitch (This part may be carried
out as a group project but will be assessed individually based on their contribution).
Hint: Your ‘innovative concept’ pitch should not only justify the innovations, but also how you would
develop these products/services in terms of project management; feasibility, (market and budget),
time lines from inception to launch and evaluation.
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Relevant Information
Learning Outcomes and Assessment Criteria

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Preparation guidelines of the Coursework Document
a. All coursework must be word processed.
b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
c. Font size must be within the range of 10 point to 14 point including the headings and body
text (preferred font size is 11).
d. Standard and commonly used type face such as Arial should be used.
e. All figures, graphs and tables must be numbered.
f. Material taken from external sources must be properly refereed and cited within the text
using Harvard standard
g. Do not use Wikipedia as a reference.
h. Word limit must be strictly followed.
3. Plagiarism and Collusion
Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In
this context the definition and scope of plagiarism and collusion are presented below:
Plagiarism is presenting somebody else’s work as your own. It includes copying information directly
from the Web or books without referencing the material; submitting joint coursework as an individual
effort.
Collusion is copying another student’s coursework; stealing coursework from another student and
submitting it as your own work.
Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt
with according to the college procedure. (For details on Plagiarism & Collusion please see the
student hand book)
4. Submission
a. Initial submission of coursework to the tutors is compulsory in each unit of the course.
b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to
make sure the similarity index for their assignment stays within the College approved level. A
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
c. All Final coursework must be submitted to the Final submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.
d. Any computer files generated such as program code (software), graphic files that form part
of the coursework must be submitted as an attachment to the assignment with all
documentation.
e. Any portfolio for a unit must be submitted as a hardcopy to examination office.
f. The student must attach a tutor’s comment in between the cover page and the answer in the
case of Resubmission.
5. Good practice
a. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress
for loss or damage of your original copy.
6. Extension and Late Submission
a. If you need an extension for a valid reason, you must request one using an Exceptional
Extenuating Circumstances (EEC) form available from the College examination office and
ICON VLE. Please note that the lecturers do not have the authority to extend the coursework
deadlines and therefore do not ask them to award a coursework extension. The completed
form must be accompanied by evidence such as a medical certificate in the event of you
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being sick.
b. Late submission will be accepted and marked according to the college procedure. It is noted
that late submission may not be graded for Merit and Distinction.
c. All Late coursework must be submitted to the Late submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.
7. Submission deadlines: as above (page 1)
Submit to: Online to the ICON VLE only