hbd study guide 2013

BAHospitality Management

(India)

HOSPITALITY BUSINESS DEVELOPMENT

STUDENT STUDY GUIDE

The Business Schoolwww.napier.ac.uk/business-school

BA Hospitality Management

Module: Hospitality Business Development

Student Study Guide

Author: M. Herriott

The Business School

www.napier.ac.uk/business-school

BA Hospitality Management • Module No.TSM09401 • January 2013 Edition

Author Michael Herriott • School of Marketing, Tourism and Languages • The Business School • Edinburgh Napier University

First published by Edinburgh Napier University, Edinburgh, Scotland © 2009.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means – electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise – without permission in writing from

Edinburgh Napier University, 219 Colinton Road, Edinburgh, EH14 1DJ, Scotland.

Contents

Page

1. Welcome to Hospitality Business Development 1 1.1 What is the module about? 2 1.2 Studying this module 5 1.3 Assessment 6 1.4 Study Time 6 1.5 Keeping in touch and staff contacts 8

2. Further Reading and Other Resources 9

3. Overview of Lectures 13

4. Tutorial Guidance 17

5. Assessment 1 - Essay 21 5.1 Requirement 21 5.2 Plan 22 5.3 Submission 23

6. Assessment 2 - Portfolio 29 6.1 Requirement 29 6.2 Guidance Notes 29

7. Plagiarism 35

Appendix A: Guidance Notes for Essay Writing 37

Appendix B: Coursework Marking Guide 43

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Welcome to Hospitality Business Development

Hospitality Business Development Student Study Guide


Hello and welcome to the Hospitality Business Development Module.

My name is Michael Herriott, I am the Module Leader for this Module. This Module will be delivered by myself, in partnership with Local Tutors from your Institution, over Trimester 2.

I have developed this Student Study Guide to help you as you attend the Lectures and Tutorials in your Institution; it also includes full details of your two coursework assignments.

The Module will commence with an Introduction, followed by 2 Lectures and 1 Tutorial, delivered by myself during the first two weeks of the Trimester. Thereafter, you will be supported in your studies by your Local Tutor who will deliver a further 10 Lectures and 11 Tutorial classes. As you work through the Module, your Local Tutor will provide additional support to the material within this Pack.

If you have any queries as you work through this Module you should direct these in the first instance to the Local Tutor or the local Programme Administrator (full contact details are provided in section 1.5).

Wishing you good luck in your studies and I hope that you will enjoy this module.

Michael Herriott

School of Marketing, Tourism and Languages

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1.1 What is the module about? Building upon a long-standing module, Hospitality Business Development recognises the increasingly crucial role that effective product and business development now plays in brand and organisational success within the hospitality industry, and indeed throughout the service sector.

The module builds upon earlier studies in the areas of Accommodation and Restaurant Operations, Facilities Planning and Service Management, as well as industry experience gained to date. Its overall aim is to draw upon this underpinning knowledge and experience in order to provide you with a varied and stimulating programme of study that enables you to fully understand and appreciate the basic building blocks of any hospitality business, as viewed from a management perspective. It thus develops your knowledge and understanding of the principles underpinning the effective design, development, delivery and operational management of a hospitality business. Moreover, it enhances your ability to critically review the structure, organisation and performance of hospitality businesses. Consequently, it seeks to raise your awareness of issues and challenges pertaining to the formulation of business strategy, the gaining of competitive advantage and, ultimately, the achievement of success in ever more demanding business environments.

The module identifies the nature, and unique characteristics, of the extensive range of concepts, and associated products and services, currently on offer throughout the international hospitality industry. It considers the essential features of the strategic business, as opposed to corporate, context in which any hospitality organisation operates, and relates key strategy development frameworks to business development. The module examines the shifting nature of demand, evaluating consumers’ dynamics and behaviour, their changing needs, wants and expectations, and hence variations in consumer/product relationships.

Current and projected business environments, and supply patterns, are analysed, with particular emphasis upon market, product and location research, feasibility and evaluation. The significance of effective and appropriate resources and competences in facilitating the delivery, and enhancing the differentiation and value, of concepts, products and services is examined. Key approaches towards addressing competition, and achieving and sustaining competitive advantage, are analysed. The expanding range of alternative business ownership and operating models, namely affiliation arrangements, are evaluated.

The role of effective marketing planning within successful product development is analysed, in particular branding, and the increasing adoption of retailing and merchandising techniques. The challenges of developing, and integrating, quality and

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service standards are considered. Good practice in business planning and funding is identified. Alternative approaches towards performance appraisal and evaluation, and benchmarking, are examined. Emerging issues and trends, in particular those relating to the information and communication technologies, and their impact upon hospitality supply and demand, across all sectors of the international industry, are considered.

The module is structured around a core lecture framework, supported by a programme of tutorials, industrial visits and guest speakers. In order to gain maximum benefit from the programme of study, and indeed to place yourself in the most favourable position to pass the two assessment instruments, you need to not only attend lectures but also undertake the necessary directed and independent reading and prepare for, and fully participate in, tutorial classes.

The Aims of this Module are:

• To provide the student with a full understanding and appreciation of the basic building blocks of any hospitality business, as viewed from a management perspective.

• To develop the student’s knowledge and understanding of the principles underpinning the effective design, development, delivery and operational management of a hospitality operation.

• To enhance the student’s ability to critically review the structure, organisation and performance of hospitality businesses.

These Aims are supported by a number of Learning Outcomes, as identified in the Module Descriptor. These are listed, and briefly expanded, below.

On completion of this module, you should be able to:

L.O. 1 “Critically analyse the nature and characteristics of hospitality products as related to the consumer”.

In the first part of the module, we examine the nature, and unique characteristics, of the concepts, products and services currently offered within the international hospitality industry. We consider the essential features of the strategic business, as opposed to corporate, context in which any hospitality organisation operates, and relate key strategy development considerations and frameworks to product development. We examine the shifting nature of demand, evaluating consumers’ dynamics and behaviour, their changing needs, wants and expectations, and hence the nature of, and ongoing variations in, consumer/product relationships.

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L.O.2 “Evaluate the principles entailed in the effective formulation and development of hospitality products”.

Hospitality business ventures fail all too often due to insufficient or inappropriate initial research and analysis. In this element of the module, we evaluate current and projected business environments, and supply patterns, with particular emphasis upon those research and feasibility issues that are fundamental to the successful and sustainable formulation and development of any hospitality product, namely market research and segmentation, and location and life-cycle analysis.

L.O.3 “Identify and analyse the essential components of hospitality product design, identity, delivery and differentiation ”.

In the second part of the module, we consider the significance of effective and appropriate resources and competences in facilitating the delivery, and enhancing the differentiation and value, of concepts, products and services. We examine key approaches towards addressing competition, and achieving and sustaining competitive advantage. The role of effective marketing planning is analysed, in particular branding, and the increasing adoption of retailing and merchandising techniques within hospitality operations. The challenges of developing, and integrating, quality and service standards are evaluated.

L.O.4 “Critically appraise strategies for evaluating and improving the performance of hospitality businesses”.

Clearly the performance of a hospitality business can be analysed from a number of different perspectives. In this stage of the module, we consider the key constituent elements of performance within the context of hospitality operations. We analyse common approaches utilised within the hospitality industry for measuring and improving performance, and identify fundamental considerations which need to always be borne in mind by management.

L.O.5 “Evaluate alternative ownership and operating models commonly utilised within the hospitality industry”.

Effective and timely planning is fundamental to the success of a hospitality business, as is the ability to adopt appropriate ownership and operating models, known as affiliation arrangements. We thus identify good practice in terms of business planning and funding, and consider the characteristics and merits of the various possible types of affiliation arrangement. Throughout the Module, we identify, and critically appraise, emerging issues and trends, and impacts of change, as they relate to hospitality supply and demand across all sectors of the international industry.

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1.2 Studying this Module This Student Study Guide has been written to support you as you attend the Lectures and Tutorials in your Institution. You will be supported in your studies by your Local Tutor who will deliver 10 hours of Lectures and lead a total of 11 hours of Tutorial classes. As you work through the module your Local Tutor will provide support. Therefore any questions should be raised at the Tutorials. Of equal importance, we expect you to make a contribution to the classes. Your contribution is important not just for your own learning, but because it stimulates learning for the whole group. In addition it provides ideas for the ongoing development of the module. Therefore we are all part of a team to ensure the successful delivery of the Module.

As regards the structure and content of this Module there are two points that I would particularly like to make. The first is that I shall deliver an Introduction to the Module, followed by 2 Lectures and 1 Tutorial, in a block at the beginning of the Trimester. Thereafter, your Local Tutor will deliver the remaining 10 Lectures throughout the Trimester. A copy of the slides which I shall use during these Lectures will be provided to you on CD-Rom. The Lecture files will also be available to you via Moodle, which is Edinburgh Napier University’s virtual learning environment. You will then be supported by the Local Tutor who will facilitate a series of tutorials throughout the Trimester. An outline of the tutorial programme is given in Section 4.

The second point is that I should like to emphasise that the Lecture material has been written for students studying in the United Kingdom. As such, it contains some references which are likely, at least in part, not to apply within India; two examples are legislation and market trends. Please be reassured that every effort will be made, both by myself during the initial Lectures and Tutorial class, and by your Local Tutor during the subsequent Lectures and Tutorials, to contextualise and apply the material to your country and local industry. You will see this intent reflected in the wording of much of the Tutorial programme in Section 4. Moreover, I should also like to reassure you that you will not be expected to reflect British legislation and the like in your coursework answers. Every opportunity and encouragement is given to you to relate your responses to India, its hospitality industry, and your personal knowledge and experience.

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1.3 Assessment You will be assessed by means of two pieces of continuous coursework during the course of this module.

Coursework 1 - Essay

This first assessment comprises an Essay, for which there are two weighted marks, namely 10% for an Essay Plan, due in Week 4, and 40% for the Final Submission, due in Week 7. In total, therefore, this coursework represents 50% of the overall assessment mark. Full details are to be found within the Assessment section later in this Guide.

Coursework 2 - Portfolio

This second assessment comprises a Portfolio, due in Week 7, for which there is one mark that represents the remaining 50% of the overall assessment mark. Full details are again to be found within the Assessment section later in this Guide.

1.4 Study Time From the beginning of this Module, you will have 15 weeks in which to attend Lectures and Tutorials, read and study the subject material, undertake your various assignments, and prepare yourself for the Module examination. At the beginning it is normal to feel that the assignment is far away – however, this can be a trap for the unsuspecting student!

The key to managing your time is to keep constantly monitoring where in the Module text you should be and where you actually are. If you feel you are slipping behind you need to, firstly, try to work out the cause and, secondly, resolve whatever it is that is keeping you behind. If necessary speak to your Local Tutor if you think you have reached an unrecoverable point in your studies. It is always better to raise such problems with the programme team than to just ‘hope’ you can catch up. As a help to your own time management we have provided a suggested study schedule for you. Try to keep to this and, as explained above, monitor where you actually are against the schedule.

You can think of the schedule as merely a ‘ready reckoner’ for you to judge how well you are keeping to the pace of the Module. Hopefully, it will be of help to you in your own study planning. The schedule is based on Weeks of Study: the precise dates of the start of each week will be made known to you nearer the time. For study planning purposes take each week as beginning on a Monday.

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The next page contains a schedule, which includes when you should have completed different parts of the Module. Make sure you insert the dates in column 1, when you receive the module timetable from your Institute, because we all easily forget exactly ‘what week is this?’ In the third column you will see three ‘outcomes’ – fully achieved, partly achieved and not achieved. It is in your interest to TICK the relevant box honestly and to reflect on how you might ‘correct’ the situation if it needs correcting. In column 2 the Unit number is listed along with any other key information such as coursework submissions due. Finally, you might consider putting the schedule on your study room wall – just to remind you of your progress and key dates.

Hospitality Business Development SUGGESTED STUDY SCHEDULE & KEY DATES

WEEK NUMBER TOPIC ACHIEVED?

FULLY PARTLY NOT

1 Hospitality Concepts and Products

2 Strategic Context

3 Consumer Dynamics and Behaviour

4 Business Environments ESSAY PLAN DUE

5 Market Analysis ESSAY PLAN RETURNED

6 Organisational Capability

7 Competition ESSAY SUBMISSION DUE

8 Development Models

9 Marketing Planning ESSAY RETURNED

10 Market and Product Differentiation

11 Business Planning and Funding

12 Performance Measurement and Improvement

13 Revision

14 Revision PORTFOLIO SUBMISSION DUE

15 Revision

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1.5 Keeping in touch and staff contacts If you have any queries relating to this module you should direct these to the:

Programme Leader:

IAM (Kolkata): Kushal Chatterjee IIHM (Kolkata): Rupa Datta IIHM (Gurgaon): Yogita Sheoran IAM (Goa): Pushpita Savant

Edinburgh Napier Programme Administrator: Ross Muir International College Edinburgh Napier University Business School 219 Colinton Road, EDINBURGH EH14 1DJ Tel: 0131 455 4539 Fax: 0131 455 4519 Email: [email protected]

Or

For module matters:

Michael Herriott School of Marketing, Tourism and Languages Edinburgh Napier University Business School 219 Colinton Road, EDINBURGH EH14 1DJ Tel: 0131 455 4398 Fax: 0131 455 4540 Email: [email protected]

Please remember to copy the Programme Administrators into any correspondence between us.

mailto:[email protected]

mailto:[email protected]

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Further Reading and Other Resources



Given the nature of Hospitality Business Development, a broad and diverse range of subject material is considered over the course of the module. There is, therefore, no one core text that can, nor should, be recommended for the module. Nonetheless, below we list a number of textbooks, all of which are highly recommended to support and complement your studies. It is not compulsory for you to buy these books; you should only do so if you want to further study some of the topics covered within the Module. Several are now available as e-books as indicated.

Textbooks

Title: Hospitality Business Development (e-book).

Authors: Hassanien, A., Dale, C. & Clarke, A.

Publisher: Oxford: Elsevier.

Published: 2010

ISBN: 9 781 85617609 5

Title: Exploring Corporate Strategy, (8th Ed) (e-book).

Authors: Johnson, G., Scholes, K. & Whittington, R.

Publisher: Harlow: Dawson

Published: 2010

ISBN: 0 273 72419 3

Title: Food and Beverage Management, (3rd Ed) (e-book).

Authors: Cousins, J., Foskett, D. & Pennington, A.

Publisher: Oxford: Goodfellow

Published: 2011

ISBN: 978-1-906884-26-0

Title: Food and Beverage Management, (5th Ed).

Authors: Davis, B., Lockwood, A., Pantelidis, I. & Alcott, P.

Publisher: Abingdon: Routledge

Published: 2012

ISBN: 978-0-08-096670-0

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10 Hospitality Business Development Student Study Guide


Title: Tourism and Hospitality Marketing: A Global Perspective (e-book).

Author: Hudson, S.

Publisher: London: Sage

Published: 2009

ISBN: 978-1-4129-4687-2

Title: Hospitality Marketing: Principles and Practice (2nd Ed).

Author: Bowie, D. & Buttle, F.

Publisher: Oxford: Elsevier

Published: 2012

ISBN: 978-0-08-096791-2

Journals

There are many academic journals relevant to this Module. You may find the brief list below quite helpful.

Annals of Tourism Research

Caterer and Hotelkeeper

Cornell Hotel and Restaurant Administration Quarterly

Hospitality, Institute of Hospitality

Hospitality Design

Hotel & Restaurant Magazine

Hotel and Motel Management

Hotels

International Journal of Contemporary Hospitality Management

International Journal of Hospitality Management

International Journal of Tourism Management

International Journal of Tourism Research

Journal of Hospitality and Tourism Management

Restaurant Business

Tourism and Hospitality Research

Tourism Management

World Hospitality and Tourism Trends

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Abstract Services Edinburgh Napier University Library – NUINlink: http://nuinlink.napier.ac.uk/V/KY81BVIQIYKSPY5ICK1DFAT1QCIPEBXY31733QS36KE1816XUY-05967?&pds_handle=GUEST

Edinburgh Napier University Library – Tourism, Hospitality, Festival & Event Management Subject Guide:

https://studentportal.napier.ac.uk/Library/study/Pages/SubjectGuides.aspx

The Institute of Hospitality On-line Catalogue (includes Journals and E-Books): http://www.instituteofhospitality.org/info_services/online_catalogue

Internet and Web Pages

World Tourism Organisation (WTO/OMT) www.world-tourism.org/

World Travel and Tourism Council www.wttc.org

International Hotel and Restaurant Association www.ih-ra.com

British Hospitality Association www.bha-online.org.uk

Caterer and Hotelkeeper www.caterer.com

The Institute of Hospitality www.instituteofhospitality.org/

Nexis UK Country/Market Information www.lexisnexis.com

Visit Britain www.visitbritain.com

Beware the use of internet sites for referencing work may be flawed. Much of the information on the web is not academically refereed by bone-fide institutions and, as such, can render your coursework null and void.

http://nuinlink.napier.ac.uk/V/KY81BVIQIYKSPY5ICK1DFAT1QCIPEBXY31733QS36KE1816XUY-05967?&pds_handle=GUEST

http://nuinlink.napier.ac.uk/V/KY81BVIQIYKSPY5ICK1DFAT1QCIPEBXY31733QS36KE1816XUY-05967?&pds_handle=GUEST

https://studentportal.napier.ac.uk/Library/study/Pages/SubjectGuides.aspx

http://www.instituteofhospitality.org/info_services/online_catalogue

http://www.world-tourism.org/

http://www.wttc.org/

http://www.ih-ra.com/

http://www.bha-online.org.uk/

http://www.caterer.com/

http://www.instituteofhospitality.org/

http://www.lexisnexis.com/

http://www.visitbritain.com/

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Overview of Lectures



In addition to an introduction to the module, I will be delivering 2 hours of Lectures in a teaching block at the beginning of the Trimester. Your Local Tutor will subsequently deliver the remaining 10 hours of Lectures during the Trimester. An overview of the topics to be covered during these Lectures follows. A copy of the slides which will be used during the Lectures is provided to you on CD-ROM and is also available to you via Moodle, which is Edinburgh Napier University’s virtual learning environment.

Lecture 1: Hospitality Concepts and Products

By the end of this Lecture, you should be able to:

• Define business development and its underlying rationale

• Outline the potential scope of hospitality business development

• Define, and distinguish between, hospitality concepts and products

• Identify the various levels of any product

• Describe the nature and significance of the product life cycle

Lecture 2: Strategic Context


• Define strategy and the various levels at which it may be implemented

• Describe the basic elements of strategic management

• Relate the nature and significance of organisational culture, and its fundamental role in strategic development.

Lecture 3: Consumer Dynamics and Behaviour


• Relate the fundamental relationship between the consumer and the marketing function

• Describe the principles of, and differences between, monadic and eclectic models of consumer behaviour

• Explore the issues surrounding customer attraction, satisfaction, retention and loyalty

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Lecture 4: Business Environments


• Describe the various layers of the business environment

• Relate the nature and significance of common frameworks and methodologies employed when analysing business environments

• Identify examples of macro- and micro-environmental influences on hospitality organisations.

Lecture 5: Market Analysis


• Describe the rationale behind, the key issues in, and the process of, market research

• Relate the significance of location analysis, and its relationship with market research

• Outline a generic process for concept/product development

• Identify the key steps and issues involved in developing the relationship between product and consumer.

Lecture 6: Organisational Capability


• Describe the nature, characteristics and significance of organisational capability

• Identify types and classifications of organisational resource and competence

• Relate their correlation with organisational performance and, in particular, the creation of competitive advantage

• Describe the concept of value, as expressed in chains

• Identify sources of cost efficiency and product effectiveness.

Lecture 7: Competition


• Describe generic strategies for the achievement of competitive advantage

• Relate specific alternative strategy routes for the achievement of competitive advantage, essentially based upon:

- “The strategy clock” - “The product-market matrix”.

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Lecture 8: Development Models


• Identify emerging issues and trends in the growth of hospitality businesses

• Describe the increasing significance of strategic alliances

• Classify the principal types of strategic alliance, namely:

- Equity alliances e.g. joint ventures; management contracting

- Non-equity alliances e.g. licensing/franchising; consortia

- Other approaches e.g. direct investment.

Lecture 9: Marketing Planning


• Describe the marketing planning process, identifying the differences entailed in marketing service products, as opposed to manufactured goods

• Relate the marketing mix for services

• Outline various possible approaches towards developing and modifying such mixes.

Lecture 10: Market and Product Differentiation


• Relate the theory of market and product differentiation

• Describe the principles, main types, advantages and disadvantages of branding

• Outline the increasing adoption of retailing techniques within the hospitality industry

• Describe the principles of merchandising, and how they may be implemented within a hospitality context.

Lecture 11: Business Planning and Funding


• Identify potential direct and indirect sources of business funding

• Describe the significance of a well researched and written business plan in seeking funding for business start-up or growth

• Outline the structure, and key content, of a well framed business plan.



Lecture 12: Performance Measurement and Improvement


• Identify the key components of operational policy and procedures

• Describe the principles of the “balanced scorecard” approach towards measuring and improving organisational performance

• Relate fundamental considerations relating to effective performance measurement and control.

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Tutorial Guidance


Tutorial Guidance

In addition to the first 2 Lectures, I shall also facilitate the first Tutorial Class together with the Local Tutor. Thereafter, he or she will facilitate the remaining 11 Tutorial classes, each of one hour’s duration. An overview of the 12 topics to be covered in these Tutorials is provided below, in order to help you prepare for each Class.

Topic One: Concept and Product Analysis

Key Concepts: Concept; product;

Exercise/Task: Lundberg & Walker (1993, cited in Ransley & Ingram, 2004, p.4) suggest that, essentially, the nature and market of any hospitality concept is characterised by the following elements: Location Product Service Quality Operations Price Atmosphere Management

The class is invited to select a hospitality concept known to all the students and then, working in groups, briefly analyse each of its elements.

In turn, Kotler (1994, cited in Swarbrooke, 1995, p. 39) identifies the three levels or components of a product as being: Core Tangible Augmented

Each group is then invited to select one product offering of the concept under review and briefly analyse its constituent elements in relation to Kotler’s model.

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Tutorial Guidance

Topic Two: Assessment Workshop 1

Key Concepts: Assessment; research; study skills

Exercise/Task: This class time will be used by your Local Tutor to help prepare you for undertaking the Coursework (Essay) due in Week 7, and the submission of an Essay Plan beforehand in Week 4. In particular, your Tutor will ensure you fully understand the meaning and emphasis within each of the three possible topics. Your Tutor will also facilitate a discussion of the Guidance Notes on Essay Writing, to be found at Appendix A at the back of this Guide.

Topic Three: Organisational Culture

Key Concepts: Culture; cultural web

Exercise/Task: Johnson, Scholes & Whittington (2005, p. 201) suggest that development of any nature takes place, to one degree or another, within the context of a “cultural web” which is defined as “a representation of the taken-for-granted assumptions, or paradigm, of an organization and the physical manifestations of organizational culture”. As a class, students are invited to select a hospitality brand or operation known to them and analyse its culture as perceived by staff and guests/ customers alike.

Topic Four: Competition Analysis

Key Concepts: Industry; competition

Exercise/Task: Sources of existing and anticipated competition within an industry or sector are most readily identified, and commonly analysed, using the Five Forces Framework (Porter, 1988). As a class, students are invited to select an accommodation related sector, of their choice, of the hospitality industry in India, apply Porter’s model to that sector, and discuss their observations. What is the state of competition in relation to each of the five forces, concluding with an assessment of the overall state of rivalry amongst existing firms?

Topic Five: Assessment Workshop 2


Exercise/Task: This class time will be used by your Local Tutor to further assist you in the preparation of your Coursework (Essay) due in Week 7. In particular, you will be given feedback upon your Essay Plan submitted in Week 4 which will provide you with guidance in terms of any changes/improvements that are recommended in terms of either your approach towards the coursework or its content. Further reference should be made, as necessary, to the Guidance Notes on Essay Writing at Appendix A at the back of this Guide.

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Tutorial Guidance


Topic Six: Marketing Information

Key Concepts: Market; marketing; information

Exercise/Task: Bowie and Buttle (2005) identify the key components of the hospitality marketing information system. As a class, students are invited to consider the nature and role of possible internal and external sources which would underpin such a system within a major hospitality organisation. How might each contribute to the development of the firm’s marketing strategy? Identify some examples from each type of source.

Topic Seven: Organisational Capability

Key Concepts: Resources; competences; competitive advantage

Exercise/Task: Scholes and Whittington (2005) emphasise that an organisation’s competitive advantage is fundamentally underpinned by its unique resources and core competences. Working in small groups, students are invited to select a restaurant brand known to them, and undertake a brief resource audit of it.

Which, if any, of the resources identified do you consider as being unique, and why?

What do you therefore consider to be the core competences of the brand, if any, and why? To what extent, if at all, do you believe the brand has gained competitive advantage as a consequence of its unique resources and core competences? Each group should then present their analysis as a small poster display, and be prepared to justify their findings to their fellow students.

Topic Eight: Assessment Workshop 3


Exercise/Task: This class time will be used by your Local Tutor to help prepare you for undertaking the Coursework (Portfolio) due in Week 14. In particular, your Tutor will ensure you fully understand the expectations and requirements within each element of this large piece of written work.

Topic Nine: Differentiation

Key Concepts: Competitive advantage; differentiation; product; market

Exercise/Task: Johnson and Scholes’ (1999) “strategy clock” neatly illustrates alternative competitive strategy bases or options which may be adopted at business level. Working as a class, and with reference to this theoretical framework, students are invited to identify and discuss examples of hospitality operators who, in their view, either in the recent past have achieved, and/or are currently achieving,


Tutorial Guidance

competitive advantage through either price-based or differentiation strategies. Are the class able to identify examples of any operators whose strategies have either apparently, or obviously, failed, and justify why?

Topic Ten: Franchising

Key Concepts: Licensing; franchising; growth; expansion

Exercise/Task: Franchising has become one of the most common and preferred forms of business expansion, not least in the hospitality industry. Working as a class, students are invited to discuss the potential advantages and disadvantages of this type of strategic alliance, from the perspective of both franchisor and franchisee. Is the class able to identify examples of highly successful, less successful, and unsuccessful franchises within the hospitality industry in India? Justify your views. .

Topic Eleven: Branding

Key Concepts: Branding; positioning; differentiation

Exercise/Task: Branding is playing an increasingly important role in market positioning and service differentiation. As a class, students are invited to select a brand within the hospitality industry in India that is well known to them, and identify the essence and hallmarks of the brand. Kotler (1991) suggests services may be differentiated by offer, service and image. Discuss how the selected brand positions itself in relation to, and differentiates itself from, its close competitors?

Topic Twelve: Assessment Workshop 4


Exercise/Task: This class time will be used by your Local Tutor to further assist you in the preparation of your second Coursework (Portfolio) due in Week 14. He or she will provide you with guidance in terms of any changes/improvements that are recommended in terms of either your approach towards the coursework or its content.

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Assessment 1 - Essay


As mentioned earlier, the first assessment in respect of this Module comprises an Essay, for which there are two weighted marks, namely 10% for an Essay Plan, due in Week 4, and 40% for the Final Submission, due in Week 7. In total, therefore, this coursework represents 50% of the overall assessment mark.

The overall aim of the Assignment is to help you achieve the Learning Outcomes for the Module whilst, at the same time, giving you an opportunity to develop skills in written communication, in investigating both academic and industrial information sources for hospitality, and in self-management (e.g. working under pressure, managing time, setting work targets etc).

You should note carefully that, in accordance with the Module Descriptor, this Assignment assesses Learning Outcomes 1 and 2 only. In other words, it seeks to assess your knowledge and understanding of material covered in Weeks 1 to 5 only.

5.1 Requirement You are required to choose one of the following three possible titles:

• Evaluate the concept of business development and the contribution that it can make towards the success of a hospitality operation. Base your discussion upon a type of hospitality business of your choice and illustrate it with appropriate examples.

• “The pressures involved in contemporary business development , and the globalised nature of competition, mean that successful hospitality companies must be able to respond rapidly to changes in the attitudes and expectations of their customers” (Hassanien, Dale & Clarke, 2010, p.102). Evaluate this point of view within the context of a type of hospitality operation of your choice. Illustrate your discussion with appropriate examples drawn from the Indian industry.

• Evaluate the relationship between the present macro environment in India and the current performance of hospitality businesses within the country. Base your discussion upon a sector of the Indian industry of your choice and illustrate it with appropriate examples.

5

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5.2 Essay Plan 5.2.1 Guidance Notes

You are required to submit a Plan of your Essay in Week 4 which comprises the following:

• Assignment cover sheet reflecting from top to bottom of page: module number and title; the subject of the assignment (i.e. “Essay Plan”); the title of your selected essay (worded exactly as issued); the names of the staff to whom the assignment is being submitted for marking; the date of submission; your matriculation number, name and programme; and your programme of study.

• An outline of what you intend to discuss within each section of your essay, that is to say: - Introduction (to include a brief mention of your intended research

approach and your overall methodology i.e. how you are going to structure your work)

- Main discussion (structured using paragraphs – headings may be used for the purposes of preparing the Plan but are not appropriate in the Essay itself)

- Conclusion (i.e. what do you foresee as being the end point of your discussion).

• Indicative references (two textbooks; two academic journals; two websites) listed in accordance with the conventions of the Harvard referencing system.

• Excluding the references, your Plan should comprise no more than a total of 500 words.

• Your Plan must be submitted by no later than the end of Week 4, in hard copy only.

5.2.2 Assessment Criteria

• Research: evidence of background reading and investigation; quality and relevance of sources and material gathered – 20%

• Methodology: proposed method and approach; intended structure; indicative industry examples - 25%

• Content: viability and relevance of proposed content; breadth and depth of intended study; perceived levels of comprehension and understanding of principles and issues - 30%

• Indicative references: relevance; breadth; currency; balance; citation practice - 15%

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• Presentation and format: writing style; clarity; spelling and grammar; conformance with required format - 10%

5.3 Main Submission • Once you have received feedback upon your Plan, you are then required to go

on to prepare your Essay for submission in Week 7.

• Your work should be structured in essay format.

• It should comprise no more than a total of 1,500 words.

5.3.1 Guidance Notes

Format

• You can access Guidance Notes on Essay Writing at Appendix A.

• An appropriate cover page should be attached to the front of your work.

• All pages should be numbered.

• Although a Bibliography is not required, a full List of References is to be provided.

• A margin of no less than 2.5cm should be left on the right hand side of pages to allow room for markers’ comments.

• Remember all academic writing is in the third person, singular, present tense.

Methodology

• Within any piece of academic writing, it is always wise to justify the reliability of the information upon which it is based. As such, you should briefly explain how your study has been approached, and outline the research that you have undertaken in its preparation.

• There are two principal types of research, namely secondary (or desk) and primary. The former relates to information gathered from sources which already exist; examples include textbooks, journals, government publications and industry reports. The latter relates to information gathered specifically for the purposes of a study; examples of common methods used include interviews, questionnaires and observation.

• Whilst you are expected to undertake appropriate secondary research, you are not expected to complete any primary research in the course of preparing this Essay.

24



Content

• The content of your Essay will depend upon your choice of topic. Bear in mind the assignment is designed to provide you with an opportunity to evidence your knowledge and understanding of the underpinning theory that relates to your chosen topic and thus, by implication, to relate it to practice in industry. You need to therefore ensure that your discussion is based upon, and makes direct reference to, some of the key theoretical constructs relating to your chosen topic.

• It is also important to ensure that your work is illustrated with appropriate industrial examples; two or three are expected in a piece of work of this level, nature and length.

Referencing

• It is crucial that you provide a List of References at the end of your Essay, and reference thoroughly within your written work. You should note that only the Harvard System of Referencing is acceptable at Edinburgh Napier University; the Oxford (Numbering) System of Referencing is not used. Referencing, and the related issue of plagiarism, are both comprehensively covered during Programme Induction. You can access comprehensive guidance notes on both referencing and plagiarism on the University’s website at http://www2.napier.ac.uk/ed/plagiarism/

• As you prepare your Essay, you are also most strongly encouraged to run a draft through the “Turnitin” anti-plagiarism software, available on Moodle, in order to check the level of originality of your work, and thus your liability to possible allegations of plagiarism.

• You should also note that all students on this module are required to submit their final coursework not only in hard copy format, but also electronically through Moodle, using “Turnitin”, by the due submission date and time.

Length Limit

• It is important that you observe the stipulated limit regarding the overall length of your Essay. You are expected to indicate the total word count of your Essay at the end of your narrative. It is normal practice to allow +/- 10% of a stipulated limit before penalties begin to be imposed for undue length or brevity. N.B. Any submission longer than 2,000 words will automatically receive a capped mark of 40%.

http://www2.napier.ac.uk/ed/plagiarism/

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Word Processing

• All student work should be word processed using Arial size 12 font.

Submission

• Your Essay must be submitted by no later than the end of Week 7, both in hard copy and also electronically to the Local Tutor through Moodle, using “Turnitin” software.

• Marks and feedback will be provided by no later than the end of Week 10.

• Submissions received up to five days after the due date and time will be accepted but can only be given a maximum mark of 40%. Any subsequent submissions will neither be accepted nor marked.

• University Regulations permit only two possible exceptions to the above rulings:

o An Extension (of up to a maximum of two weeks) has been requested of, and granted by, the Module Leader in advance.

o A Claim for Extenuating Circumstances to be taken into consideration has been submitted and subsequently upheld by the Faculty Committee concerned.

• Ensure you keep an electronic copy of your work.

5.3.2 Assessment Criteria

(a) Specific Assessment Criteria (As related to Module Learning Outcomes)

• Research and methodology: evidence of supporting research; quality and relevance of sources and material gathered; method and approach; industrial examples – 15%

• Subject knowledge and understanding: evidence of background reading and investigation; breadth and depth of study; levels of comprehension and understanding of principles and issues – 20%

• Analysis and evaluation: levels of analysis, evaluation, interpretation and application of theoretical frameworks; structure, depth and development of discussion; synthesis and utilization of material – 25%

• Conclusions: relevance, clarity and justification – 10%

Total: 70%

(b) General Assessment Criteria

• Presentation and format: writing style; clarity; spelling and grammar; conformance with essay format – 10%

26



• Structure: strength; logic; cohesion; balance; flow; linkage to theoretical frameworks – 10%

• References and referencing: breadth; relevance; currency; balance; citation practice – 10%

Total: 30%

5.3.3 Marking Guide

A Marking Guide relating to the coursework that you are required to undertake in respect of Hospitality Business Development is provided at Appendix B. It is designed to help explain how your coursework is marked and graded, in relation to the various criteria outlined earlier. You should pay careful attention to this Marking Guide, and indeed other such Guides, as they provide you with clear indications of where and how marks and grades are gained – and lost! They are therefore invaluable in helping you gain a better understanding of what is required and expected in order to achieve given grade ranges.

27



SESSION 2012/2013

TSM09401 HOSPITALITY BUSINESS DEVELOPMENT (INDIA) Assessment 1 – Initial Submission (Essay Plan) Marking and Student Feedback Sheet (Weighting 10% of Total Module Assessment) Student:_____________________________________

Aspect Assessed/ Marking Criterion

Max Mark

Mark Given

Comments

Research: evidence of background reading and investigation; quality and relevance of sources and material gathered

20

Methodology: proposed method and approach; intended structure; indicative industry examples

25

Content: viability and relevance of proposed content; breadth and depth of intended study; perceived levels of comprehension and understanding of principles and issues

30

Indicative references: relevance; breadth; currency; balance; citation practice

15

Presentation and format: writing style; clarity; spelling and grammar; conformance with required format

10

Total Marks for this assessment 100

General Comments: Local Tutor: Date: February 2013

28



SESSION 2012/2013

TSM09401 HOSPITALITY BUSINESS DEVELOPMENT (INDIA) Assessment 1 – Final Submission (Essay) Marking and Student Feedback Sheet (Weighting 40% of Total Module Assessment) Student:_____________________________________


Max Mark

Mark Given

Comments

Research and Methodology

15

Subject Knowledge and Understanding

20

Analysis and Evaluation

25

Conclusions

10

Presentation and Format

10

Structure

10

References and Referencing

10


General Comments: Local Tutor: Date: March 2013

29

Assessment 2 - Portfolio



As mentioned earlier, the second assessment in respect of this Module comprises a critical and reflective Portfolio, due in Week 14, which represents the remaining 50% of the overall module mark.

The overall aim of the Assignment is to help you achieve the Learning Outcomes for the Module whilst, at the same time, giving you an opportunity to develop skills in written communication, in investigating both academic and industrial information sources for hospitality, and in self-management (e.g. working under pressure, managing time, setting work targets etc).

You should note carefully that, in accordance with the Module Descriptor, this Assignment assesses Learning Outcomes 3, 4 and 5 only. In other words, it seeks to assess your knowledge and understanding of material covered in Weeks 6 to 12 only.

6.1 Requirement You are required to select a hospitality organisation of your choice, currently operating within the Indian industry, and undertake a critical and reflective evaluation of its business strategy.

The assignment requires you to evaluate two aspects of the business strategy of the organisation, one at a time, in the following order:

1. The business positioning strategy of the organisation.

2. The existing and future development strategy of the organisation.

6.2 Guidance Notes Format

• This assignment requires you to begin by producing a brief introduction to the organisation, followed by two separate pieces of written work which, whilst together not comprising a report as such, should be prepared and written following the conventions of report format.

• This means that each of the two main pieces of work should begin with a short introduction (which includes a brief summary of the research undertaken) and end with some conclusions and, in the case of the second and final piece of work only, some recommendations.

6

30



• The introduction should comprise no more than 300 words, the second piece of work no more than 1,500 words, and the third piece of work no more than 1,200 words, thereby representing an overall length of no more than 3,000 words, excluding references and appendices.

• You can access Guidance Notes on Report Writing via Moodle.

• An appropriate cover page should be attached to the front of your work.

• All pages should be numbered.

• A contents page should be included to include, where applicable, a list of appendices.

• A summary page is not required.

• Appropriate supporting information may be included in the form of Appendices although care must be taken to limit this to only essential information. The quality and purpose of the information is far more important than its quantity. You should be selective and only include material which adds to, clarifies or illustrates a point that you are making. Additional information should not be used to fill out your portfolio at the expense of original analysis and reflective commentary. You should not expect your tutor to read copious quantities of company material!

• Although a Bibliography is not required, a List of References is to be provided at the end of each of the two main pieces of writing.

Methodology

Unlike the first assessment (Essay), where you were only expected to undertake secondary research, you are expected to complete primary research in the course of compiling this Portfolio, and indeed this will be necessary in order to produce a piece of work of the required content and standard.

Content

This second assessment is designed to provide you with an opportunity to evidence your knowledge and understanding of several aspects of the key theory that underpin the module through being asked to apply these within the context of evaluating the business strategy of an organisation of your choice within the Indian industry. You need to therefore ensure that your discussion is based upon and structured around several of the key theoretical frameworks that relate to the various aspects being evaluated.

Equally importantly, the assessment is designed to support development of your powers of more critical and reflective thinking and writing, as appropriate to the stage and level of the programme and module. You need to therefore also ensure that you

31



do not merely think superficially, and write in descriptive terms, but rather ensure that you present your personal opinions, and draw your own conclusions and recommendations, based upon the evidence that you have researched, as related to the appropriate theory. Do not fall into the trap of simply repeating the theory verbatim - simply reference the selected frameworks and then concentrate upon applying them!

As a guide, your portfolio should begin with a short general introduction to the organisation which should briefly describe the following:

INTRODUCTION (300 words)

o Operational concept of the business

o Product/s and service/s offered to guests/customers

o Geographical location/s of operation/s

o Guest/customer base

o Portfolio of brands – if applicable

Your portfolio should then continue with an evaluation of each of the two main aspects in turn. As a guide, each evaluation should address the undernoted points and be based upon appropriate theoretical frameworks such as those examples indicated in italics:

BUSINESS POSITIONING STRATEGY (1500 words)

o Existing market/s and segment/s i.e. size, location, customer/guest base, trends

o Marketing and promotion strategy i.e. marketing mix; promotional tools; distribution channels; use of intermediaries

o Sales techniques e.g. retailing; merchandising

o Existing capabilities i.e. resources and competences leading to unique selling points and means by which value is generated; brand promises and standards

o Basis of existing competitive advantage i.e. cost leadership, focus or differentiation

o Existing competition i.e. strengths/weaknesses; opportunities/threats; current position

Hospitality business positioning analysis framework (Adapted from Lovelock, 1984, cited in Hassanien, Dale & Clarke, 2010, p.67)

Marketing mix for services (Booms and Bitner, 1981, cited in Hudson, 2008, p. 16)

The hospitality communication mix (Bowie & Buttle, 2004, p.201)

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Generic competitive strategies (Adapted from Porter, 1985, cited in Hassanien, Dale & Clarke, 2010, p.159)

EXISTING AND FUTURE DEVELOPMENT STRATEGY (1200 words)

o Existing growth strategy i.e. market penetration, market development, product development or diversification

o Existing operating model e.g. single ownership and operation; joint venture; management contracting; franchising

o Possible alternative growth strategies and development models

o Recommendations regarding future development directions

Decision-making criteria for routes and directions (Hassanien, Dale & Clarke, 2010, p.172)

Directional matrix (Adapted from Ansoff, 1988, cited in Hassanien, Dale & Clarke, 2010, p.165)

Referencing

• It is crucial that you provide a List of References at the end of each piece of work, and reference thoroughly within your written work.

• As you approach completion of your Portfolio, you are also most strongly encouraged to run a draft through Turnitin.

• You should also note that all students on this module are required to submit their final coursework not only in hard copy format, but also electronically through Turnitin, by the due submission date and time.

Length Limit

• It is important that you observe the stipulated limit regarding the length of each of the four pieces of work. You are expected to indicate the total word count at the end of each piece of writing. It is normal practice to allow +/- 10% of a stipulated limit before penalties begin to be imposed for undue length or brevity. N.B. Any Portfolio longer than 3,600 words will automatically receive a capped mark of 40%.

Word Processing

• All student work should be word processed using Arial size 12 font.

Submission

• Your Portfolio must be submitted by no later than the end of Week 14, both in hard copy to the Local Tutor and also electronically using Turnitin.

33



• Whilst you will not receive individual feedback, you will receive general feedback, together with your marks, after the Module Board of Examiners.

• Submissions received up to five days after the due date and time will be accepted but can only be given a maximum mark of 40%. Any subsequent submissions will neither be accepted nor marked.

• University Regulations permit only two possible exceptions to the above rulings:

o An Extension (of up to a maximum of two weeks) has been requested of, and granted by, the Module Leader in advance.

o A Claim for Extenuating Circumstances to be taken into consideration has been submitted and subsequently upheld by the Faculty Committee concerned.

• Ensure you keep an electronic copy of your work.

6.3 Assessment Criteria (a) Specific Assessment Criteria (As related to Module Learning Outcomes)

• General introduction: appropriateness of content; structure and balance of commentary; clarity and conciseness – 10%

• Analysis and evaluation: use, interpretation and application of theoretical frameworks; knowledge and understanding of related subject material; breadth and depth of analysis; levels of critical and reflective discussion; structure and balance of commentary; ability to draw appropriate conclusions and, where appropriate, recommendations – 15% for each of four aspects - 60%

Total: 70%

(b) General Assessment Criteria

• Research, investigation and approach: appropriateness of organisation/brand selected; extent, relevance and quality of secondary sources utilised and primary information gathered; overall approach – 15%

• Presentation and format: writing style; clarity; spelling and grammar; conformance with conventions of report format; neatness and tidiness; inclusion of appropriate supporting information – 10%

• References and referencing: extent of referencing within work; standard of listings of references; breadth, relevance, currency, and balance of sources utilised; citation practice – 5%

Total: 30%

34



SESSION 2012/2013

TSM09401 HOSPITALITY BUSINESS DEVELOPMENT (INDIA) Assessment 2 - Portfolio Marking and Student Feedback Sheet (Weighting 50% of Total Module Assessment) Student:_____________________________________


Max Mark

Mark Given

Comments

General Introduction

10

Business Positioning Strategy

30

Existing and Future Development Strategy

25

Research, Investigation and Approach

15

Presentation and Format

10

References and Referencing

10


General Comments: Module Leader: Michael Herriott Date: May 2013

35


Plagiarism

Plagiarism

EDINBURGH NAPIER UNIVERSITY SCHOOL OF MARKETING, TOURISM AND LANGUAGES

STUDENT DECLARATION TO BE ATTACHED TO TSM09401 HOSPITALITY BUSINESS DEVELOPMENT (INDIA)

Plagiarism is the publication, as one’s own, of the ideas, or the expression of the ideas, of another (Oxford English Dictionary). Some dictionaries use the term stealing. Plagiarism is not permitted in assessments at Edinburgh Napier University. Student Disciplinary Regulations (SDR) 11.2 categorises plagiarism as Academic Misconduct. Major examples of plagiarism include the following • copying from another student • copying large sections, from an academic or other source (e.g. book, internet article)

without acknowledging that source Minor examples of plagiarism include • Paraphrasing without acknowledgment • Quoting original reference obtained from a textbook but not reading “original” material

OK NOT OK

Quoting a relevant passage from a book, if the reference is given e.g. Drury C, (2004), Management and Cost Accounting, 6e, London, Thomson. The reference must be clearly linked to the body of your work by putting the Author’s name and date in brackets.

Copying from textbooks or articles and failing to acknowledge the source – even if the words/sentences are rearranged.

Comparing different authors’ ideas, with acknowledgement of source, and making your own comments.

Copying from other students – even if the words and/or sentences are rearranged.

Doing research with others in the library but writing your essay alone.

Allowing another student to copy your work

When citing from the WWW give the entire URL, the date of access and author if possible, not just the URL of the home page e.g. http://www2.napier.ac.uk/ed/plagiarism/

URL of home page alone and /or no date e.g. www.napier.ac.uk

Procedure if Plagiarism Identified If a case of plagiarism is suspected (SDR 14.2): The member of staff marking the work will seek a second opinion from another member of the teaching team and, if suspicion is upheld, report the matter to the School Academic Conduct Officer (ACO). If the case is considered minor, a range of sanctions may be applied, including reduction of the assessment mark. If the case is major, the matter will be referred to a School Disciplinary Committee, who will consider application of a broader range of more rigorous sanctions which range from a nil mark for plagiarised assessment and hence failure in module to rustication. I declare that I have read, and understand the above, and that the attached piece of work for TSM09401 Hospitality Business Development is my own work and is free from plagiarism as defined above.

Signature ___________________________________ Date __________ Matric No____________________________________

7

http://www2.napier.ac.uk/ed/plagiarism/

http://www.napier.ac.uk/


Plagiarism

37

Appendix 1 – Guidance Notes for Essay Writing


Appendix 1

Guidance Notes for Essay Writing (With grateful acknowledgement to Mrs H Godfrey, formerly Academic Support Adviser, Edinburgh Napier University Business School)

1. What is an essay?

It is a free flowing piece of work that has a structure with a beginning (introduction), middle (developed discussion, analysis of material) and an end (conclusion). It has a structure to it that enables the reader (your tutor) to understand how you are answering the question.

Even if you have been writing essays at university or college for the last few years it is important to realise that more will be expected from you at level 3 or 4 and a more critically aware approach will be needed. This means that you need to analyse and critically discuss points rather that merely describe what you have found out about the topic.

There are a series of stages that you need to go through in order to write and complete your essay.

2. Understanding the question.

The question needs to be broken down into sections and each word understood.

• What are the key words?

• Do you understand all the vocabulary used?

• What are you asked to do in the essay?

Identify the following:

Topic: what the question is generally about

Focus: the specific aspect of the topic you will concentrate on

Instructions: what the tutor wants you to do

Implicit demands of the question: What might be implied but not stated?

A

38



Exercise to get started Analyse the question Essay question: Topic: Focus: Instruction:

Why has the question been set?

• Specific subject knowledge – using lecture notes, wider reading, specific authors

• Personal experience – are you expected to include this or not?

• Understanding of theory and practice – do you need to use specific ones or a combination of relevant ones?

• Communication skills – will you be assessed on how to use language, organise material, presenting your argument, giving examples or referencing?

Clarify any points that are unclear before you begin the essay work.

3. Planning the essay

The flow chart gives you an idea of the process you need to complete. (separate sheet)

Use a mindmap to generate ideas and identify issues and areas to be covered.

Link the ideas together to create a clearer picture of what you are trying to do.

4. Researching the topic

Where will you find sources of information?

• List information needed to answer your question

• Check out what you already know about sources e.g. books, journals or lecture notes

• List possible sources of further information and where it can be located.

39



How will you take notes that will be useful to you?

Create note-taking sheet for easy referencing later with a column for references and keywords.

5. Time management for the assignment (timetable stages)

• When will you need to carry out research and reading?

• Prepare a draft of the essay?

• Produce the final copy of the essay?

6. Critical thinking

To be critical is to make careful judgements about information and evaluate its quality.

• Critical analysis is not just a description of something.

• Assumptions need to be checked out

• Generalisations need to be supported by evidence

• Information obtained must be questioned

7. Developing an argument or discussion

• Use research identified in the area of the topic.

• Personal opinions are interesting but not acceptable as valid opinions because they are only your subjective view.

• Take notes of relevant sources listing the reference for future use.

• Research should be based on evidence that is objective.

• Identify a number of points that you can make.

• Argue logically

• Give appropriate examples if asked for in the question

8. Writing up the essay using notes.

• Write an essay plan or use a mindmap to sort out how you will write each section.

• Highlight the points that relate to your essay topic in the notes.

• Group together points that relate to each other.

9. Written style

Use the third person not 1st person in an academic essay unless specified otherwise.

40



E.g.’ Plank (1998) suggests that this style of management in the leisure industry will not survive into the next decade because…’ rather than ‘ I do not like this style of management and think that it will not last”

Draft the sections

• Introduction

• Middle section – discussion of points, analysis of research

• Conclusion

10. Referencing and bibliography

Ensure that you use references for any point which you make using an idea from a particular person’s research, examples or for quotations in the text of the essay.

Use a recognised referencing system e.g. Harvard system. (Notes available from NULIS on the web).

11. Final copy

• Check for spelling, grammar and punctuation.

• Format as instructed – font size, double spaced, font style, word count

• Check that you have answered the question, put in references correctly and included a bibliography.

• Hand in by the due date.

12. References

Bingham, R and Drew, S. (2001) The Student Skills Guide, Gower

Buzan, T. (1973) Use Your Head, BBC Publications

Northledge, A. (1990) The Good Study Guide, Open University

Cotterell, Stella, (2003) The Study Skills Handbook, second Edition, Palgrave Macmillan

Fairnbairn, G.J and Winch, (1998) C, Reading, writing and reasoning, Second Edition, Open University

41



Essay Checklist/Plan Dates

1. Analyse Question

2a. Generate Ideas 2b. Gather Info.

3. Construct Argument

4a. Critically Evaluate Info. 4b. Draft Ideas

5. Construct/Write Essay

Sections

5a. Intro 5b. Middle Section 5c. Conclusion

6. Bibliography/References

7. Review/Check Essay

8. Hand in by Due Date Tip: write down quotes and their references as you go along, also the details for books and other materials you use. This will save you having to go back and get the information later when you may not remember where you got it from!

42



43

Appendix 2 – Coursework Marking Guide


Appendix 2

Less than 30% 30-39% 40-49% 50-59% 60-69% Over 70%

Criteria Weight Fail Unsatisfactory Satisfactory Good Very Good Excellent

Research and methodology

15% Little or no evidence of any research activity in preparation of work – over-reliance upon class notes

Inappropriate or inadequate underpinning research – few sources – inappropriate method/s - no supporting justification

Little supporting research – marked omissions and weaknesses in approach – very restricted choice of sources – inappropriate method/s - little underlying justification

Limited research underpinning – some gaps in approach – adequate but incomplete selection of sources and method/s – limited justification

Effectively underpinned by related research – appropriate approach – reasonable selection of sources and method/s – adequately justified

Very well grounded in relevant research – clear and concise approach - well considered choice of sources and method/s – well justified

Subject knowledge and understanding

20% No evidence of any relevant supporting reading – student shows insufficient understanding of basic issues and principles

Little evidence of any background reading or investigation - little knowledge and understanding of basic issues and principles

Lightweight and superficial approach with student showing limited knowledge and understanding of basics

Rather general approach but evidence of some reading and investigation – fair knowledge and understanding of principles and issues

Clear evidence of reading and investigation – good knowledge and understanding of principles and issues

Strong evidence of background reading –thorough knowledge and understanding of key concepts

Analysis and evaluation

25% Rambling and often irrelevant discussion with no reference to theoretical frameworks

Narrow and descriptive discussion with little or no use of theoretical frameworks

Restricted, and largely descriptive, discussion with little use of theoretical frameworks

Reasonable levels of analysis, interpretation and use of theory – most material relevant to question

Robust and clearly articulated discussion – effectively linked to theoretical frameworks

Well structured and critical discussion – content and application soundly underpinned by theory

Conclusions 10% None included in work

Few or no conclusions – not linked to earlier discussion

Weak and poorly linked to preceding discussion

Realistic, relevant and feasible

Sound, relevant and justified

Clear, concise and well grounded

Presentation and format

10% Clear weaknesses in relation to guidelines issued – very

Obvious lack of time and effort taken in preparation and writing – not easily read – ineffective

Less easily read and understood – marked lack of attention to detail evident in several aspects – poor writing

Easily read and understood but a lack of care and attention to detail evident in certain aspects –

Neat and tidy – few grammar or spelling errors – appropriate writing style – largely conforms to essay

Extremely well presented – good use of English and grammar – effective writing style – fully

A

44

Appendix 2 – Coursework Marking Guide


difficult to read – inappropriate writing style – does not conform with essay format

writing style – little, or no, conformance with essay format

style – some marked deviations from essay format

acceptable writing style – reasonably conforms to essay format

format conforms to essay format

Structure 10% Little, or no, structure – incoherent, illogical, difficult to follow, little or no linkage to theoretical frameworks

Inappropriate or inadequate, with marked omissions and weaknesses – does not reason and flow effectively

Incomplete, with some significant omissions – lacks cohesion, logic and flow – not well related to theory

Reasonably sound, but with some gaps – unbalanced in aspects, with limited linkage to theoretical frameworks

Well developed, cohesive and flowing – quite well balanced, and related to theory

Strong, logical and cohesive – well balanced and grounded in theoretical frameworks

References and referencing

10% Obvious omission of key related sources – over-reliance upon WWW – inadequate referencing

Very limited choice of sources – incomplete referencing

Unbalanced and/or thin choice of sources – most correctly cited

Appropriate but incomplete selection of sources – all correctly cited

Adequate and balanced selection of relevant and up to date sources – all correctly cited

Good range of well considered, relevant and up to date sources – all correctly cited

hbd study guide 2013

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