PG Diploma Qualification Handbook HIBS

8/3/2019 PG Diploma Qualification Handbook HIBS

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Level 7 Postgraduate Diploma inHospitality and TourismManagement

Qualification Handbook


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CONTENTS

1. Introduction ........................................................................................................ 52. Aims for Level 7 Postgraduate Diploma in Hospitality and TourismManagement ........................................................................................................................ 53. Access and Entry Requirements ...................................................................... 64. Postgraduate Diploma Level and Credit Framework ....................................... 75. Assessment ........................................................................................................ 8

5.1 Grading criteria...................................................................................... 85.2 Guidance on Format of Assignments .................................................. 105.3 Monitoring Candidates and Progress Tutorials .................................... 105.4 Academic Conventions and Referencing ............................................. 115.5 Plagiarism and Collusion ..................................................................... 115.6 Marking Assessments ......................................................................... 125.7 Submission of Assessments ................................................................ 135.8 Informing Candidates of Grades .......................................................... 145.9 Security ............................................................................................... 145.10 Reasonable Adjustment to Assessment ............................................ 14

6. Learning and Teaching .................................................................................... 156.1 Unit Content ........................................................................................ 156.3 Primary and Secondary Sources ......................................................... 16


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APPENDIX ONE ASSIGNMENT FRONT COVER .............................................................. 56APPENDIX TWO ASSIGNMENT PROGRESS TUTORIAL RECORD SHEET ................... 57Appendix Three ................................................................................................................. 58Appendix Four ................................................................................................................... 58
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1. Introduction

The purpose of this document is to explain the aims, structure, and content of the CTH Level7 Postgraduate Diploma in Hospitality and Tourism Management.1 This document includesthe learning outcomes, assessment criteria and indicative content for each unit. In thisdocument there is guidance relating to learning, teaching and assessment strategies for thisqualification, and an explanation of the assessment quality assurance processes.

2. Aims for Level 7 Postgraduate Diploma in Hospitality and Tourism Management

The aims of this qualification are to provide:

a qualification that focuses on the interrelationship between the hospitality andtourism sectors;

a qualification that focuses on strategic issues in business development, ratherthan operational issues;

an effective academic progression route for hospitality and tourism graduates;

an effective academic progression route for non-graduate, but experienced,hospitality and tourism managers;

a qualification that enables candidates to gain credit towards either a Mastersdegree;

lifi ti th t bl did t t d l hi h l l d i kill th t


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3. Access and Entry Requirements

The entry requirements below are intended for guidance only, as applicants may apply witha wide variety of backgrounds and qualifications.

CTH accredited centres will assess all applicants to ensure they are able to meet thedemands of the course. Whilst ensuring the qualification is accessible to all those with thepotential to achieve the required outcomes and there is equality of opportunity for all thosewho wish to access the qualification.

Applicant profile Recommended entry requirements

CTH Student and AssociateMembers.

CTH Level 6 Qualifications

Hospitality/Tourism graduate

with Bachelors Degree fromUK institution.

Minimum of degree in hospitality and/or tourism

graded third or above. IELTS 6.0 or other evidence of competence in English

at this level.

Hospitality/Tourism graduatewith Bachelors Degree from anon-UK institution.

Evidence of equivalence of qualification to a UKhospitality and/or tourism degree, graded as third ofabove. Equivalence to be evaluated through NARIC.

IELTS 6.0 or other evidence of competence in English

at this level.

Graduate from non related IELTS 6 0 or other evidence of competence in


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4. Postgraduate Diploma Level and Credit Framework

The CTH PGDHTM is a level 7 vocational qualification currently within the NationalQualifications Framework.

The qualification is designed at 120 QCF credits and developed to adhere to the level 7descriptors as developed by Ofqual. The Qualifications and Credit framework states thatone credit represents ten hours of study at any specified level.

Therefore, the CTH Postgraduate Diploma normally requires a programme of study that hasbeen designed to include a minimum 1200 learning hours. These hours would include, butare not limited to, formal classes, self-study, revision and assessment. However, candidatessuccessfully completing a level 7 qualification should be able to demonstrate their ability asindependent learners; therefore, candidates should expect that normally no more than 30%of the 1200 learning hours would be spent in classroom based learning (e.g. lectures andseminars).

The credit and unit structure for the CTH PGDHTM is set out in the following table.

Qualification Credits Units

Level 7 PostgraduateDiploma in Hospitality andTourism Management

120 4 x 30 credit units(3 mandatory units and one optional unit)

In addition, centres may wish to offer an optional unit, the CTH Work Experience

Certificate, to those candidates without prior experience of working in either thehospitality or tourism industries. However, credits from the CTH Work ExperienceCertificate do not count towards the CTH Postgraduate Diploma.


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5. Assessment

Given the broad and highly varied nature of the hospitality and tourism industry, as well asthe expected outcomes at level 7, assessment of knowledge by examination is not felt to bean appropriate method. Candidates need to demonstrate the higher-level skills and qualitiesspecified in the learning outcomes, within a non-homogeneous vocational context,investigative assignments and presentations are more appropriate.

Assessment of candidates work will be centre based, against the specified learning

outcomes and assessment criteria provided for each unit. Mark scheme are provided foreach unit and grading criteria is given below to assist assessors in allocating marks.

5.1 Grading criteria

Individual units can be graded either as fail, pass, merit or distinction. However, thequalification is not subject to grading. The qualification is either achieved or not achieved.

In terms of certification this means that candidates will receive a transcript of their resultsshowing the grades for each unit successfully completed, plus the Post Graduate Diploma torecognise the level of achievement.

The following table explains the generic grading criteria that should be used by centres, inconjunction with the unit mark sheets, to assess all candidates work .

To achieve adistinction grade(80%+) candidatesmust:

Demonstrate an outstanding level of achievement: high level of critical analysis and evaluation broad and deep understanding of current research,

knowledge and issues in the area of study


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To achieve a merit

grade (60% to 79%)candidates must:

Demonstrate a very good level of achievement: good critical analysis and evaluation good understanding of current research, knowledge and

issues in the area of study significant originality with very clear ideas high level of coherence and logic

very good presentation good understanding and application of research

techniques

well formulated and fully justified conclusions a good understanding as to how knowledge developed

can be applied.

To achieve a passgrade (40% to 59%)candidates must:

Demonstrate a good standard of work:

evidence of critical analysis and evaluation some evidence or original thinking good use of research techniques

clear and coherent conclusions good standard of presentation.

Candidates whofail:

will have major weaknesses or will have not fulfilled theCTH academic regulations

failed to meet the requirements of the assessment criteriaand learning outcomes of the unit.

mainly descriptive answer with limited analysis and

evaluation limited and irrelevant examples and application of theory no originality of thinking poor standard of presentation in term s of grammar


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5.2 Guidance on Format of Assignments

All assignments will contain a word count. A margin of 10% is allowed above this wordcount but any further deviation from this must be authorised by CTH. CTH reserve theright to refuse to mark any assignments which exceed the stated word count.

Candidates should use the following font for their assignments: Times New Roman orArial size 12 with 1.5 line spacing.

Assignments must contain a foot note with the candidate name, candidate CTH number,unit title and page number.

Each assignment must have a front cover (Appendix 1) which must include thecandidates full name, CTH candidate number, title of the assignment and unit title.

Centres are required to submit both a hard copy and electronic copy of the assignment

to CTH. Centres are required to keep an electronic copy of all assessments, markschemes and related assessment paperwork.

All hard copies of assessments need to be printed and securely stapled with theelectronic copy, ie CD or memory stick, securely fastened to the front page.Assessments should not be bound or placed in a folder as these will be disposed of atCTH.

Electronic assessment files must be saved in the following file name order abbreviatedunit title and CTH number. For example: MLAC123456.doc. Candidates must ensurethat electronic files are saved in Office 97-03 compatible format. CTH cannot processfiles that are saved in Works or Open Office.


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candidate. CTH reserve the right to refuse to moderate any assignments where no record of

candidate tutorials has been provided.5.4 Academic Conventions and Referencing

At level 7 it is expected that candidates use the following academic conventions in order toachieve a pass, merit or distinction grade.

i) All sources, whether directly quoted, summarised or paraphrased, should beproperly acknowledged through citations and references via the Harvardmethod.

The use of the Harvard method for acknowledging all sources is an expectation atlevel 7; and failure to do so may result in candidates receiving fail grade.Therefore, to receive a pass, a merit or a distinction, candidates mustacknowledge all the sources they have used. All candidate assignments will besubjected to scrutiny by plagiarism software.

ii) It is expected that at level 7, candidates write in an impersonal style. Theexception to this would be when candidates write self-reflective work.

iii) It is expected that at level 7 candidates are able to communicate complex ideasclearly in both written and spoken English. Candidates should be able to useappropriate technical vocabulary and use correct syntax and grammar.

5.5 Plagiarism and Collusion

When carrying out assessment and moderation, centres must ensure that they have robustpolicies, procedures and practices to prevent instances of plagiarism and collusion.

Centres approaches to these issues will be considered by CTH before granting centreapproval and as part of the on-going external moderation process.

On submission to CTH all candidate assignments will be submitted for scrutiny using


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5.6 Marking Assessments

5.6.1 Written Assessments

All written assessments should be internally marked and internally moderated by the centre.The unit tutor is responsible for the first marking of all assignments and then a minimum of10% of marked assignments should be moderated by an independent member of thetutoring team.

The 10% sample of assignments for moderation must be drawn across all grades and allgrade borderline assignments (within 3 marks of a grade boundary) should be reviewed bythe internal moderator.

Where the internal moderator does not agree with the first markers allocated marks then thefirst marker and the internal moderator are required to review and discuss the marks for theassignment, referring to the grading criteria and mark sheets and come to an agreement.

This final mark should be recorded in the final mark column of the mark sheet.

Note: CTH encourage accurate recording of all marks by the internal marker and moderatoras it acknowledges that it is common that first markers and internal moderators maydisagree with the marking. CTH encourages discussion between internal markers andmoderators, with reference to the mark scheme and grading criteria, to agree a final mark. Itis also important that internal markers and moderators record their comments in relation tothis discussion in the boxes provided on the mark scheme. CTH will be looking for evidenceof this discussion on the mark sheet and may query mark schemes where internal markers

and moderators marking is always identifical.

5.6.2 Presentations


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relation to this discussion in the boxes provided on the mark scheme. CTH will be looking

for evidence of this discussion on the mark sheet and may query mark schemes where firstand second marking is always identifical in the first instance.

5.6.3 General Guidance and Completion of Mark Sheets

Tutors/first markers and moderators should record the marking process and assessmentdecisions on the CTH Mark Sheets for each of the units provided within this document. Thefinal mark column should be completed for all assignments.

On each mark sheet assessors should record their marks in the appropriate columns andprovide summative feedback, i.e. strengths and weaknesses of the assessed work and themark sheet should be signed and dated by each assessor.

The first marker should also ensure all sections of the mark sheet are complete and theappropriate documentation is attached on submission. CTH reserve the right to refuse tomoderate any assignment with incorrect or incomplete paperwork.

5.7 Submission of Assessments

Centres can submit candidate assessments every month throughout the year. Howevercandidates must be registered and all assessment fees paid at least four weeks prior to theirsubmission. The monthly deadline for submitting assessments is the last working day of themonth. Centres can expect to receive results on the last working day of two calendarmonths from the last working day of the month the assessment was submitted, provided theassessment is submitted with full and complete paperwork as outlined in this document.

It is strongly recommended that centres publish their own internal specified deadlines for thesubmission of all assessed work for candidates to allow adequate time for internal marking,internal moderation and dispatch to CTH


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5.8 Informing Candidates of Grades

It is strongly recommended that tutors do not discuss internal marks with candidates. Allinternal marking is subject to moderation by CTH and marks and/or grades may be alteredduring the CTH moderation process.

CTH will be responsible for informing centres of their candidates final grades in allassessments.

5.9 Security

Centres are required to ensure the security and confidentiality of all candidates submittedwork, and also the associated assessment and grading records.

Assessments should be sent to CTH using a secure method of delivery, CTH cannot accept

any responsibility for lost assessments and in the case of lost assessments the candidateswill be required to submit a new assessment.

Centres are advised to keep a copy of all candidate assessments and related CTHpaperwork, including mark sheets and Progress Tutorial Sheets.

5.10 Reasonable Adjustment to Assessment

CTH has policies and procedures in place to help candidates who need special supportduring the assessment process. Approved centres are expected to adhere to CTHs EqualOpportunities Policy in relation to support for candidates during the delivery of CTHqualifications. Copies of the Equal Opportunity Policy, Reasonable Adjustment and Special


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6. Learning and Teaching

6.1 Unit Content

Centres are responsible for designing the learning and teaching for the qualification, basedon the unit syllabi they will be teaching. In broad terms, the outcomes focus on thedevelopment and application of learning, the construction of new knowledge andunderstanding, and the development of candidates independent skills in critical analysis and

evaluation. It would therefore, be inappropriate at level 7 to be highly prescriptive in terms ofsubject content. Instead, candidates should have the freedom to explore established, andemerging, theories and concepts in order to develop their own knowledge andunderstanding.

The role of subject tutors is crucial in enabling candidates to access these theories andconcepts. Therefore, it is expected that subject tutors will not only have the pedagogic skillsrequired to develop appropriate learning and teaching strategies, but will also have current

subject expertise at the required level. This will normally mean that tutors will be qualified toat least level 7, (or an equivalent professional qualification), and will be able to demonstratecurrent subject knowledge, developed through on-going scholarly activity.

Whilst it is entirely appropriate for tutors to develop and deploy their own learning andteaching strategies and tactics, the expectation at level 7 is that they should guidecandidates towards, and help them understand, the appropriate theories and concepts, andalso enable candidates to develop the skills required for study at this level.

6.2 Use of Research

At level 7, research is the means to the development of learning. Therefore, it is importantthat centres consider the range of the research processes within the qualification Tutors in


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6.3 Primary and Secondary Sources

It is not appropriate at level 7 to be prescriptive regarding the types of data to be collectedby candidates when undertaking research. The type of data required will depend on both thesubject and the object of any specific research activity, as well the theoretical and/orconceptual models being used to frame the research. However, over the whole qualificationcandidates should develop skills in both primary and secondary data collection. Therefore,tutors should facilitate the development of these skills through the guidance that they give tocandidates.

6.4 Research Ethics

The research activities that candidates will undertake in this qualification are likely to includeconsideration of human behaviours and attitudes, and/or the results of human behavioursand attitudes. Therefore, it is essential that centres ensure that candidates develop andpractise appropriate research ethics. To assist candidates with this, it is common practice foreducational institutions to publish clear research ethics policies and procedures. These are

normally set out as a code of ethics and include the principles, the compliance procedures,and the action to be taken in cases of non-compliance. For guidance, centres should notethat in formulating research codes of ethics, frequently used principles include, (but are notnecessarily limited to):

the research must be beneficial

the research must not damage any business or person

informed consent

confidentiality

honesty

objectivity

6.5 Industry Based Research


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7. CTH Postgraduate Diploma Units

The following tables summarises the units that make up the PGDHM.

Postgraduate Diploma in Hospitality and Tourism Management

Unit title and number Assessment Method

HTMS: Hospitality and Tourism MarketingStrategies 30 credits

Written Report 80%Presentation 20%

MLAC: Management and Leadership AcrossCultures 30 credits


HTSP: Hospitality and Tourism Strategic Planning 30 credits

Discussion Paper 20%Written Report 80%

Plus one of the following options

MHTP: Managing Hospitality and Tourism Projects 30 credits

Essay 20%Written Report 80%

RMHTM: Research Methods for Hospitality andTourism Managers 30 credits



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8. Relationship of Units to UK National Occupational StandardsThe following table outlines the relationship of these qualifications to National OccupationalStandards.

Unit title and number Related National Occupational Standards

HTMS: Hospitality andTourism MarketingStrategies

Hospitality Supervision and Leadership Standards(People 1st)

Travel & Tourism Standards (People 1st)

Hospitality Generic Standards (People 1st)

Events Management & Temporary Structures (People1st)

Marketing and Sales Standards for non-specialists

(Marketing and Sales Standards Setting Body)

National Occupational Standards for Management andLeadership (MSC)

MLAC: Management andLeadership AcrossCultures

Hospitality Supervision and Leadership Standards(People 1st)

Hospitality Generic Standards (People 1st)

Human Resources - National Occupational Standards(ENTO)

HTSP H i li d S S


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9. HTMS: Hospitality and Tourism Marketing Strategies

Level: 7

Status: Mandatory

Number of Credits: 30

Guided Learning Hours: 90

Unit Aims

In todays increasingly competitive business environment there has been a shift fromtraditional marketing towards more varied approaches. In particular there has been achange from transactional to relationship management in marketing. The current market

consumers determine whether brand and image are coherent and organisations recognisethe power of brand and image as central to marketing activity. Todays brands are often builtwith effective PR campaigns and then maintained through a blend of marketing and PR. Theimpact of the Internet is having profound effect upon PR and marketing practices. Therefore,the aims of this unit are to enable candidates to develop their understanding and ability tocritically evaluate marketing, branding and public relations strategies in the hospitality andtourism industry. Candidates will be able to develop marketing, branding and publicrelations strategies that increase competitive advantage for the organisation.

Learning OutcomesAt the end of this unit thelearner will be able to:

Assessment CriteriaThe learner can:

Indicative Content


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tourism organisations. identity strategies.

2.2 Assess the effectivenessof e-marketing, viral andguerrilla marketingstrategies within hospitalityor tourism organisations.

2.3 Recommend and justify

marketing communicationsstrategies for a hospitalityor tourism organisation.

E-marketing

Viral Marketing

Guerrilla marketing


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Hospitality and Tourism Marketing Strategies Assessment

Task 1

Learning Outcome 1 and 2Assessment Criteria: 1.1, 1.2, 2.1 and 2.2Weighting 80%Written Report: 4000 words maximum

Candidates are required to produce a 4000 word report that critically evaluates themarketing, branding and public relations strategies of a hospitality or tourism organisation oftheir choice.

Candidates should include a brief introduction to the organisation they are researching interms of their size, markets, customers, products/services. It is envisaged that candidateswill only need to carry out secondary research into their chosen organization in order to

complete this assignment.

As part of their analysis candidates should assess and critically evaluate the role andeffectiveness of the organisations:

network and customer relationships marketing strategies

marketing communications activities and strategies

e-marketing, viral and guerilla marketing activities and strategies

role and effectiveness of public relations activities and strategies.

Candidates should use and apply marketing and marketing communications theory andconceptual frameworks to critically analyse the above issues.


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marketing communications, public relations and customer loyalty strategy recommendations

that have been made. Candidates should be explain and justify, using theoretical concepts,how they reached their recommendations and clearly explain how the recommendations willassist the organisation in securing or enhancing competitive advantage.

Candidates presentation should address the above assessment criteria and candidatesshould ensure that they demonstrate that they have achieved the outcomes stated.

Candidates should prepare a supporting handout in which they summarise the key points oftheir presentation; this handout should not exceed two sides of A4. Candidates should also

present their presentation slides and accompanying speaker notes when submitting thisassignment.


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Level 7 Post Graduate Diploma in Hospitality and TourismHospitality and Tourism Marketing Strategies Mark Sheet

DOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents areattached.

Note: All documents should contain the candidate ID number, unit title and date of submission, clearly on allpages.

YES NO

Front Cover Page of Assignment with candidate and tutor declaration

Written Assignment (one hard copy and one electronic copy)

Presentation: Power Point Slides

Hand-outs

Speaker Notes

Tutorial Progress Record/s

Please use this box to list any other documents that are being attached to this mark sheet:

I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e.g.

passport, national ID, driving license or college ID card) during the registration process.

Tutor Signature:


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Hospitality and Tourism Marketing Strategies Mark Scheme

Task Activity No. of

MarksAllocated

Internal Marking CTH Moderated/Final

Mark

First Marker InternalModerator/SecondMarker

AgreedMark

Task 1Written Report(Maximum 4000words).Critically

evaluate themarketing,branding andpublic relationsstrategies of ahospitality ortourismorganisation

Secondary Research

Critical evaluation of:

o Network and customer relationshipmarketing strategies

o Marketing Communicationso E-marketing, viral and guerilla

marketingo Public relations

Use and application of theory andconceptual frameworks

Recommendations

10

30

20

20

Task 1 Total: Marks 80Task 2:PresentationRecommendations

Explanation and Justification ofrecommendations using theoreticalconcepts

Link to enhancing competitiveadvantage

10

10

Task 2 Total Marks 20

Total Mark for Assignment 100


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MARK SCHEME CONTINUED

First Internal Marker Comments:

Signed:. Name: Date:.

Internal Moderator/Second Marker Comments:


Note: This section should be used by assessors to record their summative feedback, i.e. the strengths and weaknesses of the assessed work.

CTH Moderators Comments

Signed: Name: Date


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HOSPITALITY AND TOURISM MARKETING STRATEGIES READING LIST

Essential Texts

Hooley, G. J., Saunders, J.A. and Piercy, N.F. (2008) Marketing Strategy and CompetitivePositioning. 3rd ed. Harlow: Financial Times Prentice Hall.

Kotler, P., Bowen, J. & Makens, J. (2006) Marketing for Hospitality and Tourism.(International Edition). 4th ed. New Jersey: Pearson Prentice Hall.Companion Website for 3rd Edition:

http://wps.prenhall.com/chet_kotler_marketing_3/6/1554/397872.cw/index.html

Reid, R. D. and Bojanic, D. C. (2006) Hospitality Marketing Management. 4th ed. NewJersey: John Wiley & Sons Inc.

Recommended Reading

Adcock, D., Halborg, A. and Ross, C. (2001) Marketing: Principles and Practice. 4th ed.Harlow: Financial Times Prentice Hall.

Bowie, D. and Buttle, F. (2004) Hospitality Marketing: An Introduction. Oxford: ElsevierButterworth Heinemann. Companion website:http://books.elsevier.com/companions/defaultindividual.asp?isbn=9780750652452

Brassington, F.and Pettitt, S. (2006) Principles of Marketing. 4th ed. Harlow: Financial TimesPrentice Hall.

Chisnall P. (2005) Marketing Research. 7

th

ed. London: McGraw Hill.

Kotler, P. and Armstrong, G. (2007) Principles of Marketing. 12th ed. Harlow: Prentice HallCompanion
http://wps.prenhall.com/chet_kotler_marketing_3/6/1554/397872.cw/index.htmlhttp://wps.prenhall.com/chet_kotler_marketing_3/6/1554/397872.cw/index.htmlhttp://books.elsevier.com/companions/defaultindividual.asp?isbn=9780750652452http://books.elsevier.com/companions/defaultindividual.asp?isbn=9780750652452http://books.elsevier.com/companions/defaultindividual.asp?isbn=9780750652452http://wps.prenhall.com/chet_kotler_marketing_3/6/1554/397872.cw/index.html


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Journal of Marketing

Marketing Week

Marketing

Restaurant Hospitality

Useful sites to visit:

Chartered Institute of Marketing www.cim.co.uk


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10. MLAC: Management and Leadership Across Cultures

Level: 7

Status: Mandatory



Unit descriptorThis unit enables learners to develop the knowledge and skills necessary to lead andmotivate workforces across many different cultural backgrounds and respond to the needsand expectations of culturally diverse customers. Learners will achieve this by developing acritical understanding of the range of issues associated with management and leadershipacross cultures, including managing cultural diversity and theories of motivation.



Indicative Content

1. Lead and motivate aworkforce across differentcultures.

1.1 Critically evaluatetheories of leadership andmotivation.

1.2 Compare and contrastdifferent leadership stylesacross different cultures.

1.3 Compare and contrastdifferent motivationtechniques acrossdiff t lt

Cultural difference

Ethnicity

Hofstedes CulturalDimensions

Stereotyping

Nationalism Cultural identity &

noise

Cultural taboos


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application indifferentorganisationalcontexts

Cross culturalbusiness ethics andinternationalsustainability

Role of internationalmanagers

Recruitment Cross-cultural

training

Performancemanagement

Employee welfareand benefit

International human

resourcedevelopment


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Management and Leadership Across Cultures Assessment

Task 1

Learning Outcome 1Assessment Criteria: 1.1, 1.2 and 1.3Weighting 20%Individual Presentation plus Handout (1000 words maximum)

Candidates are required to carry out an investigation into a hospitality or tourismorganisation with a culturally diverse workforce and prepare a 20 minute presentationcritically evaluating the relevance of motivation and leadership theories and techniques inensuring that organisation continues to meet the growing needs and expectations of aculturally diverse customer base.

It is envisaged that in order to complete this assignment candidates will carry out both

primary and secondary research.

Candidates presentation should address the above assessment criteria and candidatesshould ensure that they demonstrate that they have achieved the outcomes stated.

Candidates should prepare a supporting handout in which they summarise the key points oftheir presentation; this handout should not exceed 2 x sides of A4 paper. Candidates shouldalso present their presentation slides and accompanying speaker notes when submitting thisassignment.

Task 2

Learning Outcome 1 and 2


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Then candidates should make recommendations as to how leadership and management(including team building and management) processes could be improved or maintainedwithin that organisation to ensure it continues to meet and respond to the expectations of itscustomers.

This report is expected to be one of critical analysis and not just a descriptive account ofvarious concepts and theories. Candidates will be expected to make and justify theirrecommendations.

Research undertaken should be appended to this assignment.

All theories, concepts, models and industry examples must be appropriately referencedusing the Harvard System.


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32

Management and Leadership Across Cultures Mark SheetDOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents areattached.

Note: All documents should contain the candidate ID number, unit title and date of submission, clearly on allpages.

YES NO



Presentation: Power Point Slides

Hand-outs

Speaker Notes



I hereby confirm that this candidate produced a valid CTH membership card and appropriate photographic identification (e.g.passport, national ID, driving license or college ID card) during the registration process.

Tutor Signature:


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33

Management and Leadership Across Cultures Mark Scheme


MarksAllocated

Internal Marking CTH

Moderated/Final Mark

FirstMarker

InternalModerator/SecondMarker

AgreedMark

Task 1PresentationCriticalevaluation ofmotivation and

leadershiptheories andtechniques

Critical evaluation of motivation andleadership theories in relation to culturallydiverse workforce

Critical evaluation of motivation and

leadership theories in assisting theorganization meeting customer expectationsand needs

10

10

Task 1 Total: Marks 20

Task 2:Written Report(Maximum4000 words)

Research (primary and secondary)

Use and application of theory and conceptualframeworks

Strategic Options, including justification usingindustry examples

Recommendations

10

30

20

20




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34





Note: This section should be used by assessors to record their summative feedback, i.e. the strengths and weaknesses of the assessedwork.


Signed: Name: Date:


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MANAGEMENT AND LEADERSHIP ACROSS CULTURES READING LIST

Brotherton, B. (2003) International Hospitality Industry. 5th ed. Oxford: Butterworth-Heinemann.

Carr-Ruffino, N. (1996) Managing Diversity People Skills for a Multicultural Workplace.London: International Thomson Publishing.

Clarke, A. and Chen, W. (2007) International Hospitality Management: Concepts and Case.Oxford: Butterworth-Heinemann.

Connerley, M. L. and Pedersen, P. B. (2005) Leadership in a Diverse MulticulturalEnvironment: Developing Awareness, Knowledge, and Skills. London: Sage Publications.

Cornelius, N. (ed.) (2002) Building Workplace Equality: Ethics, Diversity and Inclusion.London: Thomson.

Deresky, H. (2003) International Management: Managing Across Borders and Cultures. 3rded., London: Prentice Hall.

Francesco, A. M. and Gold, B. A. (2005) International Organisational Behaviour. 2nd ed.Upper Saddle River, NJ: Pearson Prentice Hall.

Go, F.M. and Pine, R. (1995) Globalisation Strategy in the Hotel Industry. London:Routledge.

Covey, S.R. (2004) The Seven Habits of Highly Effective People. New York: Hay House

Publishers.

Thomas, T. (Ed) (2003) The Concise Adair on Leadership. London:Thorogood.


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Magazines and Journals:

Caterer and HotelkeeperHospitalityInternational Journal of Contemporary Hospitality ManagementInternational Journal of Hospitality ManagementTourism ManagementEuropean Management JournalInternational Studies in Management and Organisation

Theory, Culture and SocietyWork, Employment and Society

NB: Information can also be found on the Internet.


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11. HTSP: Hospitality and Tourism Strategic Planning

Level: 7

Status: Mandatory



Unit descriptorLearners will develop strategic business planning skills for hospitality and tourismorganisations. Learners will critically evaluate the theories of business strategy and developskills to analyse strategic fit and develop business strategy for hospitality or tourismorganisations. Learners will be able to evaluate the risks and consider the management ofstrategic implementation and business ethics.



Indicative Content

1. Critically evaluate strategicoptions for a hospitality andtourism organisation.

1.1 Compare and contrast thedifferent approaches andtheories used to identify andevaluate business strategy.

1.2 Use strategic businessdevelopment theories toidentify the strategic options

il bl f h it lit

Ansoff matrixvertical, backwardsand forwardsintegration

Cost leadership

Mintzbergsstrategies(deliberate,


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2. Develop a BusinessStrategy for a Hospitality orTourism Organisation

2.1 Use strategic planningmodels to formulate abusiness strategy for ahospitality or tourismorganisation.

2.2 Critically evaluate the roleof ethics in the development ofa business strategy.

2.3 Identify and analyse areasof potential conflict in theimplementation of businessstrategy.

2.4 Recommend techniques toreduce potential conflict duringthe implementation ofbusiness strategy.

Reviewing options

Attractiveness tostakeholders

Stakeholderparticipation

Criteria for judgingoptions, feasibilitystudies

Risk assessment

Cost-benefit

analysis Consistency with

organisationalvalues

Scenario planning

Simulation

Modelling,sensitivity analysis

Balanced scorecard Globalisation and

internet advantages

Resources issuese.g. financial,workforce.


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Hospitality and Tourism Strategic Planning Assessment

Task 1

Learning Outcome 1 and 2Assessment Criteria: 1.1 and 2.2Weighting 20%Discussion Paper 1500 words maximum

Candidates are required to write a 1500 discussion paper that addresses one the followingtopics:

The usefulness of business strategy theory in identifying and evaluating businessopportunities and determining business strategies. Note: candidates should compareand contrast a variety of business theories and approaches.

The role of ethics in developing strategy for business success.

Candidates should approach this discussion paper as a reflective piece of work that focuseson their individual learning and understanding of the issues raised by the topic/organisationthey choose. Their discussion should be critically evaluative and does not need to draw firmconclusions but should concentrate on raising issues for consideration when developingbusiness strategy.

Candidates can be supported in their preparation for this task by centres arranging group

discussions around the topic areas during which participants are encouraged to express,justify and debate their opinions. Following the discussions participants should beencouraged to record their learning and opinions which could then be used to produce theirindividual discussion paper


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Recommendation and justification of the best strategic option for the organisation toachieve its strategic objectives.

Outline the business strategy for the organisation using appropriate planning models.

Secondary research activities are most likely to be used in this assignment. However, thisshould not preclude candidates from carrying out primary research if they feel it isappropriate. In this assignment candidates should ensure that they collect, collate, analyseand evaluate sufficient quantitative data to be able to identify strategic options.

When selecting an organisation, candidates should be aware that they need access to arange of quantitative and qualitative information in order to analyse and evaluate thebusinesss capabilities and resources. For example the information required will probablyinclude, but will not be limited to:

vision, mission and values

financial reports

marketing reports and distribution channel information

data relating to tangible and intangible assets human resources data.

Candidates may be able to gain access to this information through their contacts in industry.However, if this is difficult candidates should be guided towards hospitality or tourism PublicLimited Companies, as the required information should be available through their publishedreports. The information is usually available through the investor information, (or similar),section on corporate websites.

Candidates will also need a range of quantitative and qualitative information in order toanalyse and evaluate the external and competitive environments. Data relating to theexternal environment is most likely to be sourced from reports, particularly those publishedb t d t i ti i d t b di d h


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41

Hospitality and Tourism Strategic Planning Mark SheetDOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents areattached.Note: All documents should contain the candidate ID number, unit title and date of submission, clearly on all

pages.

YES NO



Presentation:

Power Point Slides Hand-outs

Speaker Notes




Tutor Signature:


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42

Hospitality and Tourism Strategic Planning Mark Scheme

Task Activity No. ofMarksAllocated

Internal Marking CTHModerated/Final Mark

FirstMarker

InternalModerator

AgreedMark

Task 1DiscussionPaper (1500wordsmaximum)Usefulness of

theory and roleof ethics

Critical evaluation of business strategy theory,concepts and models.

Critical evaluation of the role of ethics informulating business strategy and achievingbusiness success.

10

10

Task 1 Total: Marks 20Task 2:Written Report(4000 wordsMaximum)BusinessStrategy

Introduction to organisation and research.

Use and application of theories, models andconcepts to critically evaluate strategicoptions.

Recommendations, link to strategic objectivesand justified.

Outline business strategy, use of planningmodels and synergy with critical evaluationand recommendations.

10

30

20

20



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43




Internal Moderator Comments:




Signed: Name: Date:


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HOSPITALITY AND STRATEGIC PLANNING READING LIST

Essential TextsJohnson, G. Scholes, K. & Whittington, R. (2011) Exploring Corporate Strategy: Text &Cases. 9th ed. Harlow: Pearson Education Limited.

Knowles, T. (1996) CorporateStrategy for Hospitality. Harlow: Longman.

Mintzberg, H., (2009) Strategy Safari: The Complete Guide through the Wilds of StrategicManagement. 2nd ed. Harlow UK: FT Prentice Hall.

Mintzberg, H., (2000) The Rise and Fall of Strategic Planning. London: Financial TimesPrentice Hall.

Recommended Reading

Lynch, R., (2006) Corporate Strategy. 4th ed. Harlow England New York: FT/Prentice Hall.

Harrison, J., (2003) Strategic Management of Resources and Relationships: Concepts andCases, New York: Wiley.

Barney, J., (2010) Gaining and Sustaining Competitive Advantage. 3rd ed. PearsonEducation.

Grant, R., (2010) Contemporary Strategy Analysis: Text and Cases. 7th ed. Hoboken N.J:Wiley.

Gratton, L., (2000) Living Strategy: Putting People at the Heart of Corporate Purpose.


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Recommended Journals

Academy of Management Journal (Academy of Management)

British Journal of Management (John Wiley and Sons)

California Management Review (University of California, Berkeley)

European Management Journal (Elsevier)

Harvard Business Review (Harvard Business Publishing)

Journal of Business Strategy (Emerald)

Journal of Management Studies (John Wiley and Sons)

Long Range Planning (Elsevier)

MIT Sloan Management Review (Massachusetts Institute of Technology)

Strategic Change (John Wiley and Sons)

Strategy and Leadership (Emerald)

Recommended Websites

www.ft.com Financial Times
http://www.ft.com/http://www.ft.com/http://www.ft.com/


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13. RMHTM: Research Methods for Hospitality and Tourism Managers

Level: 7

Status: Optional



Unit descriptor

Candidates will be able to plan and implement a hospitality and tourism research project.Candidates will develop the skills required for research design, research methods andresearch presentation.

Learning Outcomes

At the end of this unit thelearner will be able to:

Assessment Criteria

The learner can:

Indicative Content

1. Plan a hospitality andtourism research project.

1.1 Critically evaluate a rangeof research methods thatcan be applied to ahospitality or tourismcontext.

1 2 C iti ll l t

Deductive vsinductive

Surveys

Case studies

Action research

Experiments

Sampling


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for a hospitality, leisure,travel or tourismorganisation.

Justification

Project/problem

Selection ofappropriate and

justified techniques

Setting quantifiableand justifiableobjectives

2. Implement a hospitality or

tourism research project.

2.1 Use quantitative and

qualitative techniques in ahospitality or tourismresearch project.

2.2 Critically evaluateinformation sources.

2.3 Evaluate the results of a

hospitality or tourismresearch project.

2.4 Make justifiablerecommendations from theresults of researchundertaken.

2.5 Present the results of a

hospitality or tourismresearch project.

Referencing

Drawing

conclusions


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Research Methods for Hospitality and Tourism Assessment

Task 1

Learning outcomes 1 & 2Assessment Criteria 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4 and 2.5Weighting: 80%:Written Research Report

Word Count: 4500 words

For this assignment candidates should be given freedom to select an area of hospitality ortourism research that interests them. Candidates should be encouraged to choose appliedresearch or problem solving research that looks at any issue for a particular organisationand this would normally be the organisation where the candidate currently works or theorganisation they aspire to work in the future. The idea here is that they take an issue forthe organisation and using rigorous research process come up with results andrecommendations that will be useful to the organisation.

However, candidates need to be aware that this is a relatively small-scale project andtherefore they may need advice regarding the scale and scope of the area to be researched.For example solving the problem of high staff turnover in the hotel industry would bebeyond the scope of this assignment. However, identifying the causes of high staff turnoverat their workplace and proposing solutions would be a manageable project. Otherexamples could be How can a hotel increase the level of satisfaction among the guests? orwhich advertising media and methods would give a Theme Park the greatest return for its

expenditure.

For this type of research project candidates should use a case study approach which mayinvolve questionnaires/interviews/direct observations/participant


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2. A written research report:Maximum 3500 words

Assessment criteria 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3 and 2.4 Critically evaluate information sources (literature reviews including referencing

and bibliography)

Critically evaluate the range of research methods used

Critically evaluate the range of research tools used

Assess any ethical risks and considerations in the research methods andmethods used to control risks

Evaluate results of project, using quantitative and qualitative techniques

Draw conclusions Make justifiable recommendations

All research should be appended to this assessment.

All theories, concepts, models and industry examples must be appropriately referencedusing the Harvard System.

Task 2

Learning outcomes 2Assessment Criteria 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4 and 2.5Weighting: 20%:Individual Presentation with hand-outs and speaker notes

Candidates are required to prepare and present the results (findings) and recommendationsof their research project. The presentation should be a maximum of 15 minutes and coverthree broad areas:

What the research was about (aim and research problem)


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50

Research Methods for Hospitality and Tourism Managers Mark SheetDOCUMENTS TO ATTACH TO MARK SHEET. Please indicate below if the following documents areattached.Note: All documents should contain the candidate ID number, unit title and date of submission, clearly on all

pages.

YES NO



Presentation:

Power Point Slides

Hand-outs

Speaker Notes




Tutor Signature:


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51


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52

Research Methods for Hospitality and Tourism Managers Mark Scheme


MarksAllocated

Internal Marking CTH

Moderated/Final MarkFirstMarker

InternalModerator/SecondMarker

AgreedMark

Task 1Written report(5000 wordsmaximum)Research

Report

Research Plan including:

Justifiable aims and objectives

Evaluation of appropriate methods

Evaluation of range of tools

Research Report including: Critical evaluation of secondary sources

Critical evaluation of research methods andtools

Ethical considerations

Qualitative and Quantitative analysis ofresearch

Conclusions based on critical analysis ofmethod and tools

Justifiable recommendations

555

515151510

5


Task 2:PresentationOf Findings

Justification of aims and objectives

Justification of methodology

Justification of conclusions

Justification of recommendations

5555



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Signed: Name: Date:


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RESEARCH METHODS FOR HOPSITALITY AND TOURISM MANAGERS READING

LIST

Essential Texts:

Clark, M., Riley, M., Wilkie, E. and Wood, R.C. (1998) Researching and WritingDissertations in Hospitality and Tourism. London: Thomson Business Press.

Finn, M., Elliot-White, M. and Walton, M. (2000) Tourism and Leisure Research Methods.

Harlow: Pearson Education.

Ritchie, B.W., Burns, P. and Palmer, C. (eds) (2005) Tourism Research Methods:Integrating Theory with Practice. Wallingford: CABI.

Veal, A.J. (2006) Research Methods for Tourism and Leisure: A Practical Guide. 3rd ed.Harlow: Financial Times, Prentice-Hall.

Recommended Reading:

Bloor, M. (2001) Focus Groups in Social Research. London: Sage.

Bradburn, N.M. (2004) Asking Questions: The Definitive Guide to Questionnaire Design.San Francisco, CA: Jossey-Bass.

Gomm, R., Hammersley, M. and Foster, P. (eds) (2000) Case Study Method. London: Sage.

Gubrium, J.F. and Holstein, J.A. (2002) Handbook of Interview Research: Context andMethod. Thousand Oaks,CA: Sage.

Gill J & J h P (2002) R h M th d f M 3 d d L d S


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Useful Reading for Case Studies

Tellis, W. (1997) Introduction to case studyThe Qualitative Report[On-line serial], vol. 3 No2. Available from:http://www.nova.edu/ssss/QR/QR3-2/tellis1.html

Tellis. W. (1997) Application of a case study methodology. The Qualitative Report [On-lineserial], vol. 3 no 3. Available from:http://www.nova.edu/ssss/QR/QR3-3/tellis2.html
http://www.nova.edu/ssss/QR/QR3-2/tellis1.htmlhttp://www.nova.edu/ssss/QR/QR3-2/tellis1.htmlhttp://www.nova.edu/ssss/QR/QR3-2/tellis1.htmlhttp://www.nova.edu/ssss/QR/QR3-3/tellis2.htmlhttp://www.nova.edu/ssss/QR/QR3-3/tellis2.htmlhttp://www.nova.edu/ssss/QR/QR3-3/tellis2.htmlhttp://www.nova.edu/ssss/QR/QR3-3/tellis2.htmlhttp://www.nova.edu/ssss/QR/QR3-2/tellis1.html


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APPENDIX ONE ASSIGNMENT FRONT COVER

LEVEL 7 POST GRADUATE DIPLOMA INHOSPITALITY AND TOURISM MANAGEMENT

ASSIGNMENT FRONT COVER

CTH Number: Candidate Name:

Centre Name: Tutor Name:

Unit Title:

Centre Final Mark

CTH Final Result:

Plagiarism Score:

Candidate StatementI hereby declare that this assignment is my own work and any use of materials from othersources has been referenced accordingly.


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APPENDIX TWO ASSIGNMENT PROGRESS TUTORIAL RECORD SHEET

CTH Level 7 Postgraduate Diplomain Hospitality and Tourism Management

Assignment Progress Tutorial Record Sheet

Students and their unit tutor must arrange a minimum of one progress tutorial over theperiod of each Postgraduate Diploma unit assignment. This is an opportunity for discussionto take place and advice and guidance to be given and also an opportunity for tutors to verifythat the work submitted by candidates is their own and has been produced without any

collaboration.

A maximum of three progress tutorials is allowed prior to the formal submission of work toCTH.

All tutorials must be documented and copies of these documents must be included as part ofthe assignments submission. Failure to arrange, attend or submit the records for thesetutorials may result in failure of this unit.

CTH Centre CTH NoCandidateName

Candidate No

Module (e.g.MLAC)

Course Code

Report Title SupervisorDate of Meeting Meeting No

1. If the candidate's first language is not English, please circle below your assessment ofEnglish language ability.


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4. If progress has been less than satisfactory, please give date of a follow up review.

5. General comments on the candidate's ability, progress and circumstances, including,

recommendations you have made to the candidates study, their approach to researchand their assignment.

Signature ofStudent:

Date

Signature of Tutor: Date


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A i


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Appendix Three

Assignment and

Moderation Process

A di F


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Appendix Four

Assessment &

Moderation for

Written

Assignments

Documents

PG Diploma Qualification Handbook HIBS