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tMNG00427

Entrepreneurship in Tourism and Hospitality

Unit Information GuideSession 1 2012

© 2012 Southern Cross University

Southern Cross University Military Road East Lismore NSW 2480

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher.

Copyright material indicated in this work has been copied under Part VB of the Copyright Act 1968.

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Contents

Welcome ......................................................................................................................................... 5

Welcome ........................................................................................................................ 5

Teaching staff ................................................................................................................. 6

Where to get help ....................................................................................................................... 7

School enquiries ............................................................................................................. 7

Student liaison team ....................................................................................................... 7

IT&TS helpdesk ............................................................................................................. 7

Academic Skills Development Unit ............................................................................... 7

Student Services ............................................................................................................. 7

Library ............................................................................................................................ 7

About this unit .............................................................................................................................. 8

Learning support ............................................................................................................ 8

MySCU ........................................................................................................................... 8

Unit statement ............................................................................................................................ 10

Description ................................................................................................................... 10

Aims ............................................................................................................................. 10

Objectives ..................................................................................................................... 11

Graduate attributes ....................................................................................................... 11

Handbook entry ............................................................................................................ 11

Syllabus ........................................................................................................................ 11

Prescribed texts and materials ...................................................................................... 12

Recommended reference materials .............................................................................. 12

Student assessment requirements ................................................................................. 12

Mode of delivery .......................................................................................................... 13

Student academic integrity ........................................................................................... 13

Student feedback .......................................................................................................... 13

Assessment details .................................................................................................................. 14

Assignment 1: Reflecting on self as an entrepreneur ................................................... 14

Assignment 2: Opportunity analysis report – Part 1 .................................................... 15



4 MNG00427 – Entrepreneurship in Tourism and Hospitality




Census dates ................................................................................................................. 18

Grades ........................................................................................................................... 19

Plagiarism ..................................................................................................................... 20

Referencing .................................................................................................................. 20

Suggested study timetable .................................................................................................. 21

5

Welcome

Welcome

Welcome to MNG00427 Entrepreneurship in Tourism and Hospitality.

New enterprise creation and innovation are critical to economic development and provide opportunities for individuals to enjoy the rewards and challenges of entrepreneurship. Opportunities for entrepreneurship abound in many tourism and hospitality industries. Especially in those sectors that are newly emerging, the small organisational size, visionary leadership, risk-taking, flexibility and innovation of entrepreneurial organisations provide greater competitive advantages than the massive resources, established control systems and economies of scale of large bureaucracies.

Central to the process of entrepreneurship is, of course, the entrepreneur. As well as having the capacity and desire to recognise opportunities for innovation, the entrepreneur needs also to manage the myriad of activities required to turn an idea into a successful business venture, and to then manage that venture through start-up and growth. This requires not only a range of entrepreneurial and management skills, but also necessitates attention to the appropriate organisational resources and environmental factors.

In this unit, our focus is primarily on three key components in the entrepreneurial process – the entrepreneur, the entrepreneurial organisation and its resources, and the environment in which the organisation operates. While we cover a diversity of topics, from personal, sociological and environmental influences on entrepreneurship, to creating a new venture, through to managing it from start-up through growth, these three key components remain central.

You may be studying this unit to assess your own capabilities for entrepreneurship, to launch your own venture or to improve your capabilities for nurturing and managing innovation in established organisations. Whatever your purpose, we hope that you find this unit stimulating, informative and rewarding.


Teaching staff

Unit assessor

Roberta Querin

Location: Lismore campus

Phone: + 61 2 6626 9427

Email: [email protected]

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Where to get help

School enquiriesPost: School of Tourism and Hospitality

Management Southern Cross University PO Box 157 (Military Road) Lismore NSW 2480 Australia

Phone: +61 2 6620 3920Email: [email protected]

Website: http://www.scu.edu.au/tourism

Student liaison teamLismorePhone: +61 2 6620 3920Fax: +61 2 6626 9155Email: [email protected]

Coffs HarbourPhone: +61 2 6659 3212Fax: +61 2 6659 3144Email: [email protected]

Gold Coast and Tweed HeadsUndergraduatePhone: +61 7 5589 3001Fax: +61 7 5589 3700Email: [email protected]

PostgraduatePhone: +61 7 5506 9342Fax: +61 7 5506 9301Email: [email protected]

IT&TS helpdeskLismorePhone: +61 2 6620 3698Email: [email protected]

Website: http://www.scu.edu.au/admin/it/

Coffs HarbourPhone: +61 2 6659 3080Email: [email protected]

Gold Coast and Tweed HeadsPhone: +61 7 5506 9210Email: [email protected]

Academic Skills Development UnitLismorePhone: +61 2 6620 3386Email: [email protected]

Website: http://www.scu.edu.au/academicskills



Student ServicesLismorePhone: +61 2 6620 3452Email: [email protected]

Website: http://www.scu.edu.au/services/studentservices/



LibraryPhone: 1800 659 460 (Freecall)Website: http://www.scu.edu.au/library

mailto:[email protected]

http://www.scu.edu.au/tourism






http://www.scu.edu.au/admin/it/




http://www.scu.edu.au/academicskills




http://www.scu.edu.au/services/studentservices/

http://www.scu.edu.au/services/studentservices/



http://www.scu.edu.au/library

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About this unit

Learning support

Library

The Library promotes student learning and ensures easy access to information resources, providing a full range of library and audiovisual services, and trained professional staff to assist students to become independent learners.

The main Library is located at the Lismore campus. Libraries are also located at the Coffs Harbour campus and the Gold Coast Beachside campus. You will find contact information for the Library in the ‘Where to get help’ section of this guide.

Academic Skills Development Unit

The Academic Skills Development Unit at Southern Cross University provides educational support to students, staff and the University as a whole. Its members provide a range of study assistance materials and one-on-one advice to assist you to complete your studies. You will find contact information for the Academic Skills Development Unit in the ‘Where to get help’ section of this guide.

MySCUYour unit assessor may have requested an online component to be set up on MySCU to support this unit for the duration of the study period.

To check if this unit has an online component you should check the following location in your browser:

http://study.scu.edu.au

This opens the MySCU student intranet page. The names of units in which you are currently enrolled that have an online presence will be listed here under ‘Learning Sites’.

If your unit is not listed under ‘Learning Sites’ and you have been instructed by your lecturer to access the online site, please check your enrolment status through MyEnrolment. If you do not appear to be enrolled in that unit, either enrol in that unit or email a variation request to Student Services:

[email protected]

If you are enrolled in that unit but cannot access the online site send an email to:

[email protected]

http://study.scu.edu.au



9MNG00427 – Unit Information

Elluminate Live!

Your unit assessor may choose to use Elluminate Live! in this unit. Elluminate Live! is web-based audio-conferencing software for real-time collaboration; a mix of a teletutorial and virtual classroom with additional features. You can find out more by clicking the ‘Elluminate Live! Help’ button within your MySCU unit, or go to:

http://www.scu.edu.au/elluminate

http://www.scu.edu.au/elluminate

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Unit statement

Southern Cross University

School of Tourism and Hospitality Management

Description

Unit title: Entrepreneurship in Tourism and Hospitality

Unit code: MNG00427

Undergraduate, postgraduate: Undergraduate

Prerequisites: Nil

Corequisites: Nil

Antirequisites: Nil

Other enrolment conditions & requirements: Nil

Student Services enrolment category: Internal/external

Graded/ungraded: Graded

Field of education: 080301 Business Management

Credit points: 12

AimsThis unit examines entrepreneurship, new venture creation and innovation in tourism and hospitality industries. It aims to equip students with knowledge, skills and conceptual frameworks that assist in recognising and assessing inputs to the entrepreneurial process, in planning and creating a new venture, and in managing it successfully through establishment and growth.


ObjectivesOn completion of this unit, students should be able to:

1. describe and apply theories of entrepreneurial activities and processes

2. discuss personal, sociological and environmental antecedents to the entrepreneurial process

3. analyse the role of opportunity recognition, innovation and creativity in the entrepreneurial process

4. critically analyse a business start-up in the light of entrepreneurial theory

5. identify contemporary entrepreneurship issues including pertinent financial and legal issues in the pre start-up phase of venture creation.

Graduate attributesIn this unit you will be assessed towards your attainment of the following graduate attributes, as identified by the School of Tourism and Hospitality Management:

1. demonstrate a commitment to excellence in all scholarly and intellectual activities

2. demonstrate the awareness of the cultural, environmental and economic impacts of tourism and hospitality management

3. be lifelong independent learners, reflective in practice, and information literate

4. be creative, strategic and critical thinkers with highly developed problem-solving skills.

In particular, this unit will help students to develop the following skills and values:

• report writing

• finance and numeracy

• critical analysis

• independent learning

• critical thinking.

Handbook entryExplores the entrepreneurial processes in the context of tourism and hospitality industries. Using an entrepreneurial idea, students will apply problem solving and decision making for strategic and general management of entrepreneurial ventures.

Syllabus1. Perspectives on entrepreneurship

2. Personal and sociological influences on entrepreneurship

3. Environmental influences on entrepreneurship

4. Opportunity recognition and evaluation

5. Planning the new venture

6. Legal and financial issues during start-up

7. Entry strategies for the new venture

8. Franchising

9. General management in the entrepreneurial venture.


Prescribed texts and materialsSchaper, M, Volery, T, Weber, P & Lewis, K 2011, Entrepreneurship and Small

Business, 3rd Asia–Pacific edn, John Wiley and Sons, Australia.

Recommended reference materialsKatz, J & Green, R 2009, Entrepreneurial Small Business, 2nd edn, McGraw-Hill

Irwin, New York.

Kuratko, DF & Hodgetts, RM 2007, Entrepreneurship: Theory, Process and Practice, 7th edn, Thompson.

Mariotti, S & Glackin, C 2010, Entrepreneurship, 2nd edn, Pearson Education Inc., New Jersey.

Scarborough, NM 2012, Effective Small Business Management: An Entrepreneurial Approach, 10th edn, Pearson Education Inc., New Jersey.

Westhead, P, Wright, M & McElwee, G 2011, Entrepreneurship: Perspective and Cases, Prentice Hall, England.

Student assessment requirements

Task Unit objectives assessed

Graduate attributes assessed

Weighting %

Week due

Reflecting on self 1–2 1–4 25% Week 4

Opportunity analysis report Part 1

3 1, 3, 4 10% Week 5


1–4 1, 3, 4 15% Week 7


2–4 2, 3 15% Week 9


2–4 4, 5 10% Week 10


2–4 4, 5 10% Week 11


2–4 2–5 15% Week 12

Students must keep copies of work submitted.

This is a graded unit and grades shall be awarded as detailed in Rule 3.8 of the University’s Rules Relating to Awards.

In order to achieve a passing grade in this unit you must obtain a minimum score of 50% of the total assessment marks for the unit. The criteria upon which performance in the assessment tasks is judged will be made available to students during the first week of the study period.

All assessment tasks submitted during the study period will normally be marked and returned within two weeks of the required date of submission (provided that the assessment materials have been submitted by the due date). At the discretion of the Head of School, or nominee, a penalty will normally be applied for the late submission of assignments without special consideration approval. The nature of this penalty will be notified with the requirements for each assessment task.


Mode of deliveryThis unit will be delivered on campus and externally. On-campus teaching will consist of a weekly three-hour lecture/workshop. The unit has been designed to ensure that all cohorts have access to all learning materials (print, online, CD-ROM, A/V) and that all cohorts studying in the same teaching period interact as one community of learners in the MySCU discussion forums.

Student academic integrityIt is a University requirement that a student’s work complies with the Academic Policy, Chapter 4.20 on Student Academic Integrity. It is a student’s responsibility to be familiar with the Policy. Failure to comply with the Policy can have severe consequences in the form of University sanctions. For information on this Policy please refer to Chapter 4.20 on Student Academic Integrity at the following website:

http://www.scu.edu.au/governance/academicboard/policy/

under ‘Student Values and Rights’.

As part of a University initiative to support the development of academic integrity, assessments may be checked for plagiarism, including through an electronic system, either internally or by a plagiarism checking service, and be held for future checking and matching purposes.

Student feedbackStudents are encouraged to complete the online student feedback on learning and teaching survey. This is offered for all units in every study period.

http://www.scu.edu.au/governance/academicboard/policy/

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Assessment details

Assignment due dates and the examination period provided here apply to the Australian study period. These may be varied for students studying elsewhere. Please confirm dates with your local tutor.

Assignment 1: Reflecting on self as an entrepreneurDue: Week 4

Length: 1500 words

Weighting: 25%

General instructions

Personal, sociological and environmental antecedents have been identified in the entrepreneurial process. You are to find an article on an Australian entrepreneur in a tourism or hospitality business that discusses your entrepreneur’s personal, sociological and environmental antecedents. This article could range from a small business owner-manager to a high profile entrepreneur.

In this task, students will read, reflect and analyse literature based on an entrepreneur. Students will consider their own current skill set and, with the assistance of the literature, determine how their skill set matches departs from the requirements for entrepreneurial activity. By reflecting on the literature, students will have the basis of the knowledge necessary to know what are the characteristics of an entrepreneur and secondly how the student is differentiated from the established entrepreneur.

Task• Provide a brief background to the chosen entrepreneur. In what ways is he/she an

entrepreneur?

• With reference to theory, explain how a selection of the personal, sociological and/or environmental issues has influenced your entrepreneur’s career.

• Reflect on yourself. Analyse the similarities/difference between you and the entrepreneur you have studied. This task may be better completed in a chart form. Chart your own strengths and weaknesses, and then what you perceive to be the strengths and weaknesses of the chosen entrepreneur.

• Do you consider you have entrepreneurial strengths? Discuss how you might skill yourself to change yourself into an entrepreneur. If you feel you are entrepreneurial, explain these strengths and give examples of where you have demonstrated these strengths.

Marking criteria• Relevant background information

• Demonstrated understanding of relevant theory with appropriate referencing

• Application of theory and link to practice

• Reflecting on self with entrepreneur


• Charting strengths and weaknesses

• How to up-skill to change the weaknesses

• Professional presentation including introduction and conclusion.

Assignment 2: Opportunity analysis report – Part 1

The entrepreneurial process involves all functions activities and actions associated with perceiving opportunities.

(Zacharakis 2008)

Due: Week 5

Length: 2–3 pages

Weighting: 10%


With reference to Reading 4.2 you are to prepare an opportunity analysis report for a new tourism or hospitality venture that is innovative and builds on a clearly identified opportunity. The opportunity analysis report has four sections: (1) a description of the idea and its competition; (2) an assessment of the market for the idea; (3) an assessment of the entrepreneur and the team; and (4) a discussion of the steps needed to make the idea the basis for a viable business venture.

You are to complete section 1 of the opportunity analysis report.

Task

The first stage of the opportunity analysis report should include, but need not be limited to, the following components:

• a description of the venture and location, including why it is innovative

• site layout/menu lists/prices charged for services and discuss how you have come to arrive at these prices

• an analysis of competitors

• a SWOT analysis.

Marking criteria• Evidence of innovation or creativity

• Critical analysis of competition

• Ability to identify the elements of a SWOT analysis

• Ability to apply theoretical concepts to a specific venture

• In-text referencing and reference list using Harvard referencing system.


Assignment 3: Opportunity analysis report – Part 2Due: Week 7

Length: 2–3 pages

Weighting: 15%


This is a continuation from the assessment in Part 1 so with reference to the information in Part 1 regarding the opportunity analysis report, complete the second stage of the OAR – an assessment of the market for the idea. You may like to use the tables placed on MySCU under Unit Documents to complete this assessment.

Task

The second stage of the opportunity analysis report is to prepare an assessment of the market for your idea in Part 1 and should include, but need not be limited to, the following components:

• identify your target market and detail how you have come to select the chosen market

• an industry and a market analysis, showing evidence and findings of detailed market research (secondary and/or primary) which would support the feasibility of the business; a sample outline of these tables is provided in Unit Documents

• in-text referencing and reference list using Harvard referencing system.

Marking criteria• Identifies target market and gives reasons

• Industry and market analysis

• Research methods used

• Professional presentation

• Referencing and referencing list.


Length: 2–3 pages

Weighting: 15%


Although Reading 4.2 does not include a marketing plan, you are to prepare a marketing plan for your business idea that will cover your first year of operation. Your industry and market analysis should have given you information of your target customers, so in this section you need to work on how you plan to reach these customers. What form of advertising, selling and promotion will you do?

Task

Your marketing plan should incorporate all aspects of your product/service and how you will reach your target market.


Marking criteria• Ability to identify aspects of the marketing plan

• Marketing mix

• Accurate cost allocation for each marketing segment




Length: 2 pages

Weighting: 10%


The third stage of the opportunity analysis report is to assess the entrepreneur and the team. See Reading 4.2 and complete your team assessment.

Task

Complete a HR Plan for your new venture. You should include: experience, award categories and pay rates.

Marking criteria• Ability to identify correct staffing needs

• Identifies correct Award categories

• Accurate cost allocation for each team member




Length: 2 pages

Weighting: 10%


The final stage of the opportunity analysis report is to assess the steps needed to make your new venture operational and viable. See Reading 4.2.

Task

Complete the steps needed for your new venture to be operational. You should include set-up costs for your venture including all equipment needs, and a timeframe of when these will be purchased, and also produce the first year’s profit and loss.


Marking criteria• Ability to identify relevant equipment needs

• Identifies realistic costs

• Profit and loss presentation

• Identifies time frame




Length: 15 pages approximately

Weighting: 15%


Up to this stage you have prepared all steps to produce the opportunity analysis report for your new venture. With the feedback provided to you in the previous sections, present all assessments into one document with any amendments made.

Task

Produce the complete opportunity analysis report for your new venture incorporating all prior assessments.

Marking criteria• Professional report presentation including executive summary, introduction and

conclusion

• Ability to apply theoretical concepts to a specific venture

• In-text referencing and reference list using Harvard referencing system.

Census datesThe census date is the day upon which your enrolment for the study period becomes fixed. You cannot enrol or withdraw from units after census date without significant academic and/or financial penalties. If you are using the FEE-Help or HECS-Help Government loan schemes, your debt for the study period is deferred on census date.

You will need to go to My Enrolment at http://www.scu.edu.au/myenrolment to check your census dates. Select ‘Current Enrolment including Census date’ from the menu item called ‘My Study Plans’. Each unit in which you are enrolled will be displayed with its census date clearly identified.


GradesStudents who complete a unit will receive one of the following grades:

• Fail

• Absent Fail

• Satisfied Requirements (where used)

• Pass

• Credit

• Distinction

• High Distinction.

Student grades are determined by applying the following grading standards in combination with specific marking criteria for each assessment item.

Note: Marks may be subject to moderating adjustments.

Grading standardsFail: The student’s performance fails to satisfy the learning requirements specified.

Absent Fail: The student fails to submit all assessment items and is deemed to have abandoned studies.

Satisfied Requirements (where used): The student’s performance satisfies all of the basic learning requirements specified.

Pass: The student’s performance satisfies all of the basic learning requirements specified and provides a sound basis for proceeding to higher-level studies in the subject area. The student’s performance could be described as satisfactory or adequate or competent or capable in relation to the learning requirements specified.

Credit: The student’s performance, in addition to satisfying all of the basic learning requirements specified, demonstrates insight and ability in researching, analysing and applying relevant skills and concepts. The student’s performance could be described as better than satisfactory or adequate or competent or capable in relation to the learning requirements specified.

Distinction: The student’s performance, in addition to satisfying all of the basic learning requirements, demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and concepts, and shows a well-developed ability to synthesise, integrate and evaluate knowledge. The student’s performance could be described as distinguished in relation to the learning requirements specified.

High Distinction: The student’s performance, in addition to satisfying all of the basic learning requirements, demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and concepts, and shows exceptional ability to synthesise, integrate and evaluate knowledge. The student’s performance could be described as outstanding in relation to the learning requirements specified.


PlagiarismPlagiarism is defined as reproduction and presentation of the work of others without acknowledgment and includes copying (in whole or in part) the work or data of other persons, or presenting substantial extracts from books, articles, theses, computer software, lecture notes, assignments or tapes, without due acknowledgment.

All forms of plagiarism and unauthorised collusion are regarded as a serious offence by Southern Cross University and could result in penalties, including fail grades and possible disciplinary action. For further details see General Rules: 3.17 in the University Handbook at:

http://www.scu.edu.au/docs/handbook

If in doubt, please consult with the unit assessor for further information.

All students are advised against making assessable material (e.g. assignments) available to other students, as they could then be a party to plagiarism and may be penalised as if they themselves had committed an act of plagiarism.

ReferencingA number of referencing systems are used across the University. You should check with your lecturer regarding the referencing system to be used for this unit. You will find examples of the different types of systems on the Academic Skills Information Guides section of the Academic Skills Development Unit website:

http://www.scu.edu.au/academicskills/index.php/dds

http://www.scu.edu.au/docs/handbook

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Suggested study timetable

This timetable applies to the Australian study period. It may be varied for students studying elsewhere. Please confirm dates with your local tutor.

Week/ commencing

Topic no.

Topic Notes

1 20 February

1 Perspectives on entrepreneurship

2 27 February

2Personal and sociological influences on

entrepreneurship

3 5 March

3Environmental influences on

entrepreneurship

4 12 March

4 Opportunity recognition and evaluation Assignment 1 due

5 19 March

5 Planning the new venture Assignment 2 due

6 26 March

6Legal and financial issues during

start-up

7 2 April

Assignment 3 due Study Week

8 9 April

6Legal and financial issues during

start-up

9 16 April

7 Entry strategies for the new venture Assignment 4 due

10 23 April

8 Franchising Assignment 5 due

11 30 April

9General management in the

entrepreneurial ventureAssignment 6 due

12 7 May

Assignment 7 due

13 14 May

Entrepreneurship uig1

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