Module Assignment Brief
Programme:
Business & Tourism Management
Level:
Level 6
Module Title:
Global Strategic Management
Module code:
BTM6GSM
Module leader/s:
Assignment No:
1
Assignment Type:
Case Study
Assignment weighting %:
100%
Assignment Word Count: (or equivalent)
4,000 words
Penalties
All penalties that are listed at the end of this document in the Table of Penalties.
Submission Dates and Times (Day: Monday 02 September 2024 @ 14:00)
Summative Date
Monday 02 September 2024 before 2pm
https://moodle.globalbanking.ac.uk/mod/assign/view.php?id=112287
Late Submission
Monday 04 September 2024 before 2pm
https://moodle.globalbanking.ac.uk/mod/assign/view.php?id=112289
Resubmission 1
Friday 01 November 2024 before 2pm
https://moodle.globalbanking.ac.uk/mod/assign/view.php?id=112291
Resubmission 2
Friday 24 January 2025 before 2pm
https://moodle.globalbanking.ac.uk/mod/assign/view.php?id=112293
Grade & Feedback release Dates
All Grade and Feedback release dates are 21 days after the submission date. If an assignment deadline is Monday 1st 2:00pm then the grade release date will be Monday 22nd 2:00pm
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
Module Outcome 1
Evaluate the impact of current strategic issues for an organisation in the global business environment related to the tourism industry.
Module Outcome 2
Critically assess the strategic position of a global organisation, preferably related to the tourism industry.
Module Outcome 3
Develop the skills to analyse the competitive environment and identify strategic opportunities and threats at a global level.
Module Outcome 4
Recommend and justify a future strategy and an implementation plan for a global organisation.
Assignment Requirements
Overview
Students will be required to produce one piece of written work for the assessment for this module which will cover MOs 1,2,3 & 4. The written assessment will consist of a 4,000-word case study (100%) on strategic management of a tourism organisation of their choice.
This assignment will encourage students to gain an understanding of the principles of Global Strategic Management and their application within the tourism industry. It will facilitate them to have an in-depth understanding of the nature of corporate strategy, strategic decision making and strategic processes within and between organisations. The assignment will encourage students to apply what they learnt from the module to a topic and will be submitted in the form of an essay. Through the development of a 4,000-word case study, students will have the opportunity to demonstrate their comprehension of strategic management concepts and analyse the various drivers of sustainable strategic development and apply strategic management principles across a range of organisational types, showing an ample knowledge of such concepts as sustainability, corporate responsibility, strategic planning, and implementation.
Students will need to touch down on the internal and external environment analysis, strategic options, global business issues, strategic context of organisations, sources of competitive advantage, international strategies selection and evaluation as well as sustainable strategic development. By selecting a strategic management case study within the tourism sector, students will analyse real-world scenarios, identify key challenges and opportunities, and propose strategic solutions to enhance organizational performance and sustainability. Additionally, this assignment will foster critical thinking, research skills, and the ability to articulate strategic management principles effectively through written communication. This will help you to demonstrate good academic practice in written work, advance on how to avoid plagiarism and how to use appropriate referencing using an established referencing system. Overall, it is important that students bear in mind that for this assessment, bear in mind that you are required to produce one piece of written work for this module which will cover MOs 1,2,3 & 4.
Assignment task/s to be completed
Topic: Strategic management of a tourism organisation and recommendations for potential future actions (4000 words)
WHAT ARE YOU ASKED TO DO?
Conduct case study research on the strategic management of a global tourism organisation of your choice, demonstrate an in-depth understanding of the nature of corporate strategy, strategic decision making, strategic processes within this organisation; explore its internal and external business environment, its strategic opportunities, strategic issues/challenges, and their competitive advantage. Provide recommendations for a future strategy and implementation plan for this global tourism organisation (4000 words).
The Case Study must:
Define strategy, the history of strategy, corporate strategy, strategic management and global strategic management.
Explore the internal and external environment analysis of the selected tourism organisation.
Discuss the nature of strategic processes, strategic options, and strategic decision making.
Discuss sustainability, sustainable strategy, the various drivers of sustainable strategic development and the application of strategic management principles.
Discuss the global business issues, the strategic context of the chosen organisation.
Explain competitive advantage, the sources of competitive advantage, international strategies.
Write about the selection, evaluation, and sustainable strategic development.
Important:
The case study research must be based on reliable research and have a minimum of 20 different sources within it which includes the core reference lists. Please ensure you use both direct and indirect citations.
Additional Information required to support completing the tasks above
Description of the task:
The guidance below sets out the requirements of the task and a suggested structure for the case study report. This case study requires you to write in chapters and include all the following:
Introduction (350 words) – Aims and objectives of the case study, comprehensive definition of Globalisation. Global tourism, global strategy and global tourism strategy. In further part, introduce the tourism organisation of your choice with its brief history, state the aim of the case study report and outline the structure of the case study research.
Chapter Two (600 words) – Define strategy, provide a brief history of strategy. What is global strategy? Demonstrate an understanding of strategic management. Then discuss the strategy and strategic management of the tourism organisation of your choice.
Chapter Three (650 words) – Organisational strategy, corporate strategy, strategic processes, strategic options, strategic decision making.
Demonstrate your understanding of the nature of organizational strategies by defining corporate strategy, strategic processes, strategic options, strategic decision-making, clearly making a note/ implementing, applying how important these are to your chosen organisation.
4. Chapter Four (650 words) – Business environment, types of business environment – internal and external environment, the SWOT and PESTLE.
Provide the definition of a business environment and explain what an internal and external environment of a tourism organisation means. Furthermore, Conduct an internal and external analysis of the tourism organisation that you have chosen using both SWOT and PESTLE analysis.
5. Chapter Five (700 words) – Achieving sustainability in tourism, sustainable strategy, the various drivers of sustainable strategic development and the application of strategic management principles across a range of organisational types and in relation to your chosen tourism organisation.
Define sustainable strategy. What is sustainable strategic development?
Discuss the drivers of sustainable strategic management in relation to your chosen tourism industry. What is the sustainable strategy of the tourism organisation you chose? In what ways can the tourism organisation you have chosen to achieve their sustainability? You are expected to also use relevant examples from the global tourism industry to support your discussion.
6. Chapter Six (700 words) – Understanding the strategic opportunities of tourism, strategic issues/challenges, competitive advantage, competitive analysis, conducting the competitive analysis of competitors.
Discuss the various strategic opportunities for the tourism of your choice. What are the strategic issues/challenges that the chosen tourism organisation? What is competitive advantage? Explain the concept of competitive analysis and why it is important. Conduct a competitive analysis of the competitors in your chosen tourism. You are expected to use practical examples to support your discussion.
7. Conclusion and Recommendations (350 words) –
Summarise your findings, reiterate the key points and arguments on strategic management of a global tourism organisation that you chose, put forward the key findings of the processes, strategic options, strategic decision making within the organisation.
Highlight the identified strategic opportunities, strategic issues/challenges.
Provide recommendations for a future strategy and implementation plan for this global tourism organisation of your choice and conclude with your final thoughts.
Important:
Your work must be based on reliable research and have a minimum of 15 differentsources within it. All information must be drawn from research including the core and recommended texts. Please ensure you use both direct and indirect citations. You must use the CCCU (Canterbury) recommended Harvard Referencing Guide that is provided in Moodle. You MUST include all the references mentioned in the compulsory reading list. However, you will not be penalised if you use additional resources in addition to the 10 compulsory reading list below.
You must demonstrate good academic practice in your written work, avoid plagiarism and incorrect use of AI.
You are encouraged to demonstrate your ability to engage in critical thinking and analysis by showing your capability to think in an organized and rational manner.
The task requirement is a case study report. Therefore, you must ensure that your structure, outline, content, style, and presentation accord with academic writing conventions for case study research.
Headers, frameworks, tables, and graphs can be used in the body of the text on academic case study report provided you cited the sources of these table and frameworks accordingly.
Ensure appropriate formatting. For example, you should use 12-point font size, 1.5 line spacing and distribute your text evenly between margins
You must use the correct Canterbury Harvard Referencing conventions for your in-text citations and reference list. Please refer to the Canterbury Harvard Referencing Guide.
Do not use Wikipedia, unverifiable blogs, or any software to generate answers.
Marking criteria are available on page 6 and separately on Moodle.
Mandatory Referencing and Research Requirements
Referencing Style
CCCU Harvard Referencing Style.
Mandatory Sources to be included in the Assignment
Core Text:
Lasserre, P. and Monteiro, F. (2023) Global Strategic Management. 5th edn. New York: Bloomsbury Publishing Plc. Recommended Reading
Further Readings:
Moutinho, L. and Vargas-Sanchez, A. (2018) Strategic Management in Tourism. 3rd edn. Oxfordshire: CAB International. 5
Tabari, S. and Chen, W. (2022) Global Strategic Management in the Service Industry. A Perspective of the New Era. Bingley: Emerald Publishing Ltd.
Okumus, F. , Altinay, L. and Chathoth P. (2010) Strategic Management for Hospitality and Tourism. Oxford: Butterworth- Heinemann.
Gooderham, P., Grogaard, B. and Foss, K. (2019) Global Strategy and Management. Theory and Practice. Cheltenham: Edward Elgar Publishing.
Format of your submission and how your assignment will be assessed
Marking Scheme / Rubric – The Marking Scheme (otherwise known as a rubric) is available on the Module Assessment Tab on Moodle.
Submission Requirements
Submission Platform
This assignment should be submitted electronically using Moodle to the Module Submission link
Submission Date &Time
All submission & resubmission dates and time are as stated at the beginning of this Assignment brief.
You should submit your Assignment for all deadlines earlier than 2:00pm on the date stated.
Late submissions can be accepted for Summative Submissions only up to a maximum of 2 working days after the submission deadline. This does not apply to resubmission deadlines. A 10-mark deduction will be made by CCCU for all late submissions.
Work submitted more than two working days after the deadline will not be accepted and will be recorded as a non-submission.
Assignments submitted to the Resubmissions deadlines will be capped at 40 by CCCU.
If you are affected by events which are unexpected, outside your control and short-term in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure you may be eligible for:
A seven-days extension to your coursework (via self-certification request).
A 14-day extension to your coursework (via evidence-based request).
To defer your exam or time-constrained assessment if you have not yet submitted/attempted it (via self-certification or evidence-based request).
To re-take an exam/time-constrained assessment, if you feel your performance on your first attempt was negatively impacted (via impaired performance request).
Please note students are only eligible to have a maximum of 2 self-certification requests per academic year.
You can make a self-certification request up to 14 calendar days before your deadline:
for coursework it must be no later than 2pm on the deadline date
for exams and time-constrained assessments, the request must be submitted no later than the start time of the assessment.
Case Study Report – Formatting
The case study must be formatted professionally. An academic case study typically uses the following format:
Font name: Times New Roman
Font size: 12 points
Line spacing: 1.5.
Alignment: Justify the text before final submission.
Be consistent in formatting, headings, and subheadings.
Spacing between paragraphs must be consistent.