Lesson Plan - Ansuman - BHMCT 7th Semester - SHM

SIKSHA O ANUSANDHAN UNIVERSITY
(A Deemed University Declared U/S 3 of UGC Act, 1956)
SCHOOL OF HOTEL MANAGEMENT

(Faculty of Hospitality and Tourism Management)
Bachelor in Hotel Management and Catering Technology

Faculty
Course Name
No. of Contact Hour
Mr. Ansuman Samal

Hospitality Strategic
Management
40
No. of Credits
BHMCT 5th Semester

(2016-17)
4
Duration
1 Hour each
Term/Year
About the Instructor: Ansuman Samal is an alumnus of KIIT University, Bhubaneswar

where he did his MBA in 2006 and continuing his PhD under Siksha O Anusandhan
University.
Prior to that he has completed his Bachelor in IT degree from Manipal University,
Managalore, Karnataka. Additionally he has a diploma in export management from Indian
Institute of Export Mangement, Bengaluru, Karnataka.
As a distinguished alumnus of KIIT University, he has received the Chancellors Gold
Medal for securing highest CGPA in MBA Programme in the batch of 2004-06.
He has a career spanning of a decade both in Industry and academia with special interest in
Marketing Research, Marketing Management and Strategic Management.
Before joining in the academics at Siksha O Anusandhan University, he has worked in
the field of Marketing research for a period of 3 years at IMRS Advisory Pvt. Ltd.
Bengaluru, Karnataka as Senior market research executive.
Email id: samalansuman@gmail.com
Course Objectives and Key Take Always:
About the Course
The aim of this module is to acquire an in depth knowledge and to enable students to appreciate
and contextualize concepts in strategic management vis--vis the hospitality industry in India and
across the world
FACULTY OF HOSPITALITY & TOURISM MANAGEMENT

Jagamara, Bhubaneswar 751030, Odisha, India
Ph: 91 674 6511095; Fax: 91 674 2350642
www.soauniversity.ac.in /www.shm.ac.in

Specific Objectives of the course includes:
To discuss the strategic management concept in the context of hospitality
businesess.
To narrate the strategic options available to hospitality businesses.
To explain concepts pertaining to strategy formulation; implementation;
monitoring and evaluation.
To describe the corporate level strategic policies adopted by International
hospitality organisations.
To state about the implementation strategies adopted in managing global
challenges in the hospitality business.
Learning Goals
Upon completion of the course, students will be able to understand, explain and apply the
theoretical and practical aspects of strategic management concepts in hospitality industry, its
various levels, business models, global issues and challenges faced by hospitality industry etc.
Required Text Book:
Strategic management of built facilities, C. Langston, R.L. Kristensen, 2003, 1 st Edition

Butterworth- Heinemann/Linacre House, Oxford,.
Strategic management, Francis Cherunilam, Mumbai, 2009, 3rd revised edition,
Himalaya/Girgaon.
Strategic management, C.N. Sontakki, 2007, 2nd rev., Kalyani/Daryaganj, N. Delhi.
Hospitality Strategic management, C.A. Enz, 2010, 2nd Edition, John wiley/Hoboken,
New Jersey,
Strategic planning systems in hospitality & tourism, P.A. Phillip, 1998, 1st Edition.
CABI pub./40th street, NewYork
Strategic management, N. Sengupta & J.S. Chandan, 2013, 1st Edition, Vikas/Noida,
UP.
Strategic management, G. sudarsana Reddy & K. Aswathappa, 2008, 1st Edition
Himalaya/Girgaon, Mumbai.
Strategic management, Azhar Kazmi & Adela Kazmi, 2015, 4th Edition, Mc-Graw hill/
Green park extention, New Delhi.
Pedagogy:
The course will include a mix of lectures, case discussions and interactive exercise. The course will
focus on both individual and group learning.
Evaluation Componenets
Sub Component
Weight
Marks
Internal Assessment
Teachers Assessment
Quiz/ Assignment
5
(40 Marks)
Attendance
5
Mid- Semester examination
30
End- Semester
60
Ph: 91 674 6511095; Fax: 91 674 2350642

Examination (60 Marks)
Total
100
Marks for attendance in a subject(s) shall be awarded as follows:

% of Attendance
65-74
75-79
80-84
85-89
90 and above
Mark
1
2
3
4
5
For assigning marks in Teachers assessment (TA) performance in quiz, assignment, case analysis,
attendance etc. are to be considered. There will be one midterm examination of 2 hours duration
carrying 30 marks.
SESSION WISE TOPICS AND READINGS:
Session Title
Concept, meaning and definition of Strategic Management, Stages
of Strategy, detailed characteristics of strategies.
Session-1 Reading Material
Strategic planning systems in hospitality & tourism, P.A.
Additional Reading
Phillip, 1998, 1st Edition. CABI pub./40th street, NewYork.

Strategic management, G. sudarsana Reddy & K. Aswathappa,
2008, 1st Edition Himalaya/Girgaon, Mumbai.
Case Title
Session Title
Examples of strategies, strategic management definitions, Process

of strategic management.
Reading Material

Session-2
Additional Reading
Case Title
Session Title
Stakeholders in Businesses, types, list of stakeholders, interest,

power and influence, examples.
Reading Material

Session-3
Additional Reading
Case Title
Session-4
Session Title
Vision Statement, Mission Statements, Purpose, features, examples,

implications, business objectives, goals
Reading Material

Additional Reading

Ph: 91 674 6511095; Fax: 91 674 2350642


Case Title
Session-5
Session Title
Corporate Governance, Share holders, Board of Directors,

Management teams, Need and Significance, Examples
Reading Material

Additional Reading
Case Title
Session-6
Session Title
Corporate Social Responsibility, Different Approaches to CSR,

Implications, External Envornmnetal factors affecting Business
Reading Material

Additional Reading
Case Title
Session-7
Session Title
Internal Environment, Its implications, examples. Factors of

production in detail.
Reading Material

Additional Reading
Case Title
Session-8
Session Title
Reading Material
Additional Reading
Porters Five Forces Model in details,

Case Title
Session-9
Session Title
Reading Material
Additional Reading
Industry Life Cycle Stage, Applications, Industry Structure

Case Title
Session-10 Session Title
Reading Material
National Context, Competitive advantage resources, Capabilities

and competencies,


Ph: 91 674 6511095; Fax: 91 674 2350642

Additional Reading

Case Title
Reading Material
Additional Reading
BCG matrix and its implications on business in detail.

Case Title
Reading Material
Additional Reading
GE Matrix and its implications on business in detail.

Case Title
Reading Material
Additional Reading
Comparison between BCG Matrix and GE Matrix, Usefullness,

Advantages and limitations

Case Title
Reading Material
Additional Reading
Mintzbergs Management Roles, Porters Generic Strategies.

Case Title
Reading Material
Additional Reading
Balanced Score Card, along with all its strategies.

Case Title
Reading Material
Additional Reading
Coveys seven habits of highly effective People.


Ph: 91 674 6511095; Fax: 91 674 2350642

Case Title
Reading Material
Additional Reading
CRM, and relationship Management.

Case Title
Reading Material
Additional Reading
The Demings Cycle. (PDCA Cycle)

Case Title
Reading Material
Additional Reading
Belbins Team Roles,

Case Title
Reading Material
Additional Reading
McKinseys 7s Framework.

Case Title
Reading Material
Additional Reading
Types of Strategies, (Growth, Stability, Retrenshment)

Case Title
Reading Material
Additional Reading
Strategic Groups, Competitive Changes during Indusry Evolution,

Industry Life Cycle Analysis, Characteristics of Industry Structure.

Case Title

Ph: 91 674 6511095; Fax: 91 674 2350642

Reading Material
Additional Reading
Globalization, Impact of globalization on industry structure,

National Context, Competitive Advantage

Case Title
Reading Material
Additional Reading
Distinctive Competencies, Key resources,

Case Title
Reading Material
Additional Reading
Benchmarking, Business Process redesign,

Case Title
Reading Material
Additional Reading
Corporate Portfolio analysis,

Case Title
Session-27 Session title
Reading Material
Additional Reading
Cooperative business strategy (strategic alliance)

Case Title
Reading Material
Additional Reading
Functional Strategy (Outsourcing, marketing strategy, financial

strategy, research & development strategy etc.)

Case Title
Functional Strategy (Operations strategy, purchasing strategy,

Ph: 91 674 6511095; Fax: 91 674 2350642

logistics strategy, HRM strategy, Information strategy etc)
Reading Material
Additional Reading

Case Title
Reading Material
Additional Reading
Strategies to avoid, building & restructuring the organization,

Case Title
Reading Material
Additional Reading
Strategy Implementation & evaluation, Relation between Strategy

Formulation and Strategy Implementation

Case Title
Reading Material
Additional Reading
Plans, Programmes, Projects, Process of strategy implementation,

Methods of resource allocation, Organizational change and
resistance etc.

Case Title
Reading Material
Additional Reading
Process of Strategic Control, Power, politics and Control etc.

Case Title
Reading Material
Additional Reading
Other Strategic Issues in modern times

Case Title

Ph: 91 674 6511095; Fax: 91 674 2350642

Reading Material
Additional Reading
Case Title
Revision of Unit 1with question answer session

Reading Material
Additional Reading
Case Title

Reading Material
Additional Reading
Case Title

Reading Material
Additional Reading
Case Title
Revision of Unit 4 with question answer session

Reading Material
Additional Reading
Case Title
question answer session

Reading Material
Additional Reading
Case Title
question answer session
Ansuman Samal
Asst. professor,
Dept. of Tourism & Management Studies
School of Hotel Management
Siksha O Anusandhan University

Ph: 91 674 6511095; Fax: 91 674 2350642

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SIKSHA O ANUSANDHAN UNIVERSITY

(A Deemed University Declared U/S 3 of UGC Act, 1956)

SCHOOL OF HOTEL MANAGEMENT

Bachelor in Hotel Management and Catering Technology

Mr. Ansuman Samal

BHMCT 5th Semester

About the Instructor: Ansuman Samal is an alumnus of KIIT University, Bhubaneswar

FACULTY OF HOSPITALITY & TOURISM MANAGEMENT

SIKSHA O ANUSANDHAN UNIVERSITY

Strategic management of built facilities, C. Langston, R.L. Kristensen, 2003, 1 st Edition

SIKSHA O ANUSANDHAN UNIVERSITY

Marks for attendance in a subject(s) shall be awarded as follows:

Phillip, 1998, 1st Edition. CABI pub./40th street, NewYork.

Examples of strategies, strategic management definitions, Process

Strategic planning systems in hospitality & tourism, P.A.

Stakeholders in Businesses, types, list of stakeholders, interest,

Strategic planning systems in hospitality & tourism, P.A.

Vision Statement, Mission Statements, Purpose, features, examples,

Strategic planning systems in hospitality & tourism, P.A.

FACULTY OF HOSPITALITY & TOURISM MANAGEMENT

SIKSHA O ANUSANDHAN UNIVERSITY

2008, 1st Edition Himalaya/Girgaon, Mumbai.

Corporate Governance, Share holders, Board of Directors,

Strategic planning systems in hospitality & tourism, P.A.

Corporate Social Responsibility, Different Approaches to CSR,

Strategic planning systems in hospitality & tourism, P.A.

Internal Environment, Its implications, examples. Factors of

Strategic planning systems in hospitality & tourism, P.A.

Porters Five Forces Model in details,

Strategic planning systems in hospitality & tourism, P.A.

Industry Life Cycle Stage, Applications, Industry Structure

Strategic planning systems in hospitality & tourism, P.A.

National Context, Competitive advantage resources, Capabilities

Strategic planning systems in hospitality & tourism, P.A.

FACULTY OF HOSPITALITY & TOURISM MANAGEMENT

SIKSHA O ANUSANDHAN UNIVERSITY

Strategic management, G. sudarsana Reddy & K. Aswathappa,

BCG matrix and its implications on business in detail.

Strategic planning systems in hospitality & tourism, P.A.

GE Matrix and its implications on business in detail.

Strategic planning systems in hospitality & tourism, P.A.

Comparison between BCG Matrix and GE Matrix, Usefullness,

Strategic planning systems in hospitality & tourism, P.A.

Mintzbergs Management Roles, Porters Generic Strategies.

Strategic planning systems in hospitality & tourism, P.A.

Balanced Score Card, along with all its strategies.

Strategic planning systems in hospitality & tourism, P.A.

Coveys seven habits of highly effective People.

Strategic planning systems in hospitality & tourism, P.A.

FACULTY OF HOSPITALITY & TOURISM MANAGEMENT

SIKSHA O ANUSANDHAN UNIVERSITY

CRM, and relationship Management.

Strategic planning systems in hospitality & tourism, P.A.

The Demings Cycle. (PDCA Cycle)

Strategic planning systems in hospitality & tourism, P.A.

Belbins Team Roles,

Strategic planning systems in hospitality & tourism, P.A.

Strategic planning systems in hospitality & tourism, P.A.

Types of Strategies, (Growth, Stability, Retrenshment)