EHL604 Entrepreneurship For Hospitality Leaders

EHL604 Entrepreneurship for Hospitality Leaders
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Learning Outcomes

The Subject Learning Outcomes demonstrated by successful completion of the task below include:

Interpret the concept of entrepreneurship and intrapreneurship in the context of the Hospitality industry;
Analyse current trends in innovation and disruptive technologies that assist problem‐solving in the hospitality industry;
Evaluate the current literature on new concept development and start‐ups in the hospitality industry
Task Summary

Assessment 1 is an individual case study that requires students to critically analyse the main topics covered in weeks 2, 3 & 4 of the course. The workshops, power‐point slides and learning activities as well as prescribed texts will form the basis of the case study. There will be a large focus on Disruptive Technology, Creativity and forms of innovation, Problem solving with innovation and Exploration of emerging technologies. Several other relevant topics will also inform your knowledge covered by the assessment.

Specifically, students will utilise knowledge in the following areas; The Nature and Importance of Entrepreneurs, Behaviours of the most successful entrepreneurs, Entrepreneur vs Intrapreneur, Social Entrepreneurship; The Entrepreneurial Process; Understanding the customer – a hotel guest’s perspective; customer profiling; customer Jobs, Gains and Pains and Customer journey mapping.

The format of the individual case study will be a series of long and short answer questions to encourage students to critically analyse the related course material to date. This will be a take home style case study where students will work individually in their own time. Each question will be designed to test the knowledge and analytical skills of students.

Example

Question – Describe and discuss a current disruptive technology that has recently been used in the hotel industry (100 words).

Please consider the following prompts:

Why did it become an effective technology in the modern era? Why was it adopted?

What are some associated advantages and disadvantages?

Answer – For some time now, guests have been frustrated with delays for checking in. Long queues and wait times often contribute to guests experiencing poor service and leads to complaints (Frederick, O’Connor, & Kuratko, 2019). Recently, mobile check in and mobile key were invented, and front desk now can simply be available for anyone wishing to use historic methods of in person check in, and other guests can use self‐serve for convenience. As most guests have a mobile device to hand this technological advance has become widely adopted by many forward‐thinking hotels. Advantages include reduced labour cost and disadvantages are relating to the mobility check in technology cost.

Please refer to the Task Instructions for details on how to complete this task. Context

As a hospitality leader your role will be to have a working knowledge of entrepreneurial and intrapreneurial characteristics and processes. Additionally, a sound comprehension of emerging technologies which impact the industry You will address the questions within the case study using classroom learnings in the field of entrepreneurships as it relates to the hospitality industry in the modern era and help us to better hotel processes with a customer centric approach. You are required to complete broad research and analysis of course materials which helps us to understand the role of entrepreneurs in our industry.

Task Instructions

Prepare answers to each question on one document and answer in numerical order identifying the question number being addressed. Attempt all questions. Read each question carefully. To complete this assessment, you must answer each of the questions and critically analyse the relevant course materials within the suggested word‐count of each question. Students can prepare for the case study by partaking in the weekly class learnings and homework. There is a requirement to address at least 4 relevant references within your work.

Short Answer Questions worth 10 marks (approx. 200 words each).

Long Answer Question worth 30 marks (approx. 500‐600 words).

Referencing

It is essential that you use appropriate APA style for citing and referencing research.