20139th &10th of January - Amsterdam

Pre-assignments

2

Congratulations!You are now officially subscribed for the European Mise en Place Cup (EMCup) 2013!

We are proud that you are representing your school during this fifth edition of the EMCup. Last year we managed to have 20 participating teams. For this year we set the bar even higher and we can now tell you that for this year’s competition 25 teams have joined to compete for their school’s honour.

Pre-competition phase To prepare you for the competition we kindly request you to read the attached document carefully. It contains important deadlines and detailed information about the pre-competition assignments.

Cruise ManagementLooking at the theme Cruise Management; ‘Success is a Moving Target’, we thought that we could use some help, seeing as Cruise Management is not an everyday topic. To ensure that the content of the pre-assignments and the cases are of a management level and reflect current issues related to the cruise industry we have asked Stenden University and Holland America Line to assist us with the cases and assignments for the EMCup 2013.

This collaboration will enhance the level and depth of the assignments and cases, which will result in better outcomes.

Success is a Moving TargetAccording to Maartje Beijsens from HotelloTOP, initiator of the EMCup, success has many different meanings.

“We can look at success and the different meanings of success for every individual. Success is a matter of personal choice. The classical American dream of being a millionaire has found competition. A successful life is more than money in the bank; we are moving from materialism to mentalism.

Success has therefore been developing more dimensions than just the financial ones. Success also means ‘significance to others’, ‘doing what you want to do no matter the returns’, ‘utilizing your talents for a greater cause’ or donating a large percentage of your capital to charities, much like Microsoft founder and billionaire Bill Gates does.

Because success has become a matter of choice in this time and age and not a fixed fact, the target moves with the phase of life of the individual and the rhythm of the world around him or her. The challenge for modern individuals lies with discovering what drives them, what has meaning to them, and what creates true value to them and their surroundings.”

We will give you frequent updates about the proceedings of the competition. If you have any questions, feel free to contact us at any time.

3

We are looking forward to meeting you all on Wednesday the 9th and Thursday the 10th of January 2013 in Amsterdam.

For now we would like to wish you all the best with the pre-assignments.

“So throw off the bowlines, sail away from the safe harbor. Catch the trade winds in your sails. EXPLORE. DREAM. DISCOVER!” (Christopher Columbus)

On behalf of Maartje Beijsens, director HotelloTOP and the EMCup Advisory Council,

Yours faithfully,

Organising team EMCup

Stephanie ClevenMarleen van KappenAnja de Kleijn

Are you already following the EMCup 2013?@EMCup2013 - #EMCup2013

www.fb.com/emcup.eu

www.emcup.eu/youtube

4

Participating schools in the EMCup 2012 University of Applied Sciences Bad Honnef Bonn

Bournemouth University

Hotel Management School Maastricht

Hotelfachschule Hannover

International College - Albena

Leeds Metropolitan University

Stenden University

Swiss School of Tourism and Hospitality

Hotelfachschule Heidelberg - Fritz-Gabler-Schule

Hotelschool The Hague

Institut Paul Bocuse

Westminster Kingsway College

CETT Escuela de Hoteleria y Turismo UB

Hoger Hotelonderwijs Saxion Apeldoorn

Escola Universitària de Turisme i Direcció Hotelera

Ege University Çesme School of Tourism & Hospitality Management

NHTV Academy of Hotel Management

Wirtschaftsschulen für Hotellerie un Gastronomie (WIHOGA)

Ecole hôtelière de Lausanne - Le Chalet-à-Gobet

Centro Superior de Hostelería de Galicia

American Hotel Academy

Oxford School of Hospitality Management

Hotelfachschule Berlin

Escuela Universitaria de Hotelaría y Turismo (EUHT StPOL)

Plymouth University

5

PreparationNow that your team is enrolled for the EMCup 2013, you can start with the preparation for the competition.

Below you will find more information about the assignments and the deadlines. All assignments need to be written and performed in English.

Pre-assignmentsPreceding the competition days in Amsterdam, each team has to prepare four Pre-assignments. The first three assignments compose 50% of the total score. The remaining 50% will be awarded during the competition days. The fourth assignment is an individual assignment which each team member has to complete.

Assignment 1 – Rumour around the BrandWhat?Now that your team is selected, you can start promoting your school, your participation and the EMCup, by creating ‘Rumour around the Brand’ via different social media channels. The last measurement of all Rumours will be taken on Tuesday the 8th of January. The scores taken by the organisation will be handed over to the Jury during the competition days.

Why?Social Media is a big part of our world nowadays. As a part of the preparation for the competition you need to create as much 'Rumour around the brand' as possible. With this we mean to promote your school and your participation and the EMCup as much as possible. Let the world know with tweets, status updates, movies, guerrilla marketing, lipdubs, virals, flash mobs and everything else you can think of to announce your participation.

Creativity, the number of likes, views and followers will be judged. So take it seriously and spread the word. Please use the following key words to make your efforts traceable: @EMCup2013 - #EMCup2013 www.fb.com/emcup.eu www.emcup.eu/youtube

How?To define your popularity on social media we will use Klout to determine your scores. Klout collects social network data and creates profiles and assigns them a 'Klout score'. Klout has claimed to have built more than 100 million profiles. Klout analyzes publicly-available data to measure an individual's or company's influence. Klout scores range from 1 to 100, with higher scores corresponding to a higher assessment by Klout of the breadth and strength of one’s online influence. Klout scores are supplemented with three nominally more specific measures, which Klout calls 'true reach', 'amplification', and 'network impact'. True reach is based on the size of a person’s or company’s 'engaged audience' of followers and friends who actively listen and react to their online messages. Amplification score relates to the likelihood that one’s messages will generate actions (retweets, @messages, likes, and comments). Network score reflects the computed influence value of a person’s engaged audience.

For your Klout score you can use:• Facebook • Twitter • YouTube • LinkedIn • Foursquare • Instagram • Tumblr • Blogger • Wordpress.com • Last.fm • Flickr

6

It is up to you to decide which channels to use, just remember the more channels you use, the higher your Klout score could be.

To get a head start, here are a few suggestions on how to increase your Klout score:1. Build a network. The key to increasing a Klout score is similar to finding success on the social web

in general: Build a targeted, engaged network of people who would be legitimately interested in you and your content.

2. Create meaningful content. Adopt a strategy to create or aggregate meaningful content that your network loves to share with others. Provide links!

3. Engage. Actively engage with others in a helpful and authentic way. Ask questions, answer questions and create a dialogue with your followers.

4. Don’t scheme. Any gaming behaviors that fall outside the basic strategies will eventually catch up to you. For example, specifically targeting conversations with high Klout influencers will probably be more annoying than successful. If you keep focused on your network strategy and your content strategy, you’ll succeed.

5. Interact with everyone. Don’t be afraid to interact with lower scoring Klout users – it won’t hurt your own score. In fact, it helps build their score and in turn makes you more of an influencer.

6. Publish. Remember, you don’t have to make a movie or be elected to office, to have power now. All you need to do is publish. Access to free publishing tools such as blogs, video and Twitter have provided users with an opportunity to have a real voice, so take advantage of these many platforms.

7. Keep at it. Don’t be discouraged by your score. It’s more important to just enjoy your social media experience and let the chips fall where they may.

However...There are a few rules and tips:• Facebook: don’t use a personal profile, but create a page for your EMCup team instead. Tip:

invent a clever name for your team• YouTube: if you upload your introduction movie to YouTube, this is a good way to boost your Klout

score • LinkedIn: Using Klout, you cannot use your LinkedIn business or community page. If you do choose

to use LinkedIn for your Klout score, remember that you can only link one of your group members’ personal accounts to Klout

• Foursquare: Your group of course does not have a physical location where people can check in, but your school does...

• Go to www.fb.com/emcup.eu and like our page & to www.fb.com/stef504 and become friends with us

NOTEThe most important thing is that you have to connect your Klout-account to ours. Just go to www.klout.com/EMCup2013 and connect. If you are not connected to us, we cannot measure your Klout score.

AssessmentThe only thing that matters is the number of your Klout score; the higher, the better. If two teams have equal Klout scores, the creativity of their posts will be judged to decide on the winner.

Score: 20% of total scoreDeadline: Start as soon as possible in order to generate the most ‘Rumour’. The team which has generated to most ‘Rumour’ on January the 8th will receive the highest score.

7

Assignment 2 – The Introduction MovieWhat?Each team has to present themselves, their school and the EMCup in a short introduction video with a maximum duration of 1 minute. The videos will be assessed by the business jury.

Why?Since the competition days are still far away and we are very eager to meet you, we would like for you to present yourselves in a movie. As they say, an image says more than a 1000 words. To see how creative you are, we dare you to make an introduction movie where you promote yourself in an original and playful way.

And aren’t you curious to see who your opponents are?!

How?Blow us and the jury away with an amazing introduction movie.

Be creative. Be original. Be funny. Be innovative. Be smart. Be bold. Be different. Be yourself. Be unique. Be playful...

We only have two requirements which must be incorporated in the video:Show us who you are and share with us your vision on: ‘Success is a Moving Target’.

And remember that your movie cannot be longer than 1 minute. All introduction movies will be shown on the first day of the competition.

NOTEYou have to upload your video to YouTube. Keep in mind that when you include music into your video that your movie may be rejected by YouTube when you have not bought the audio rights of the song. There are multiple ways to insert music into your movie e.g. YouTube Audio Swap.

AssessmentBelow you can find an overview of the criteria on which your introduction movie will be assessed by the business jury:• Creativity – overall movie• Original introduction of the team• Innovative incorporation of ‘Success is a Moving Target’• Professionalism

Score: 10% of total scoreDeadline: Friday the14th of December 2012

8

Assignment 3 – The PaperWhat?Each team has to write a paper with a maximum of three pages, which is related to the Emcup theme: Cruise Management; ‘Success is a Moving Target’. Each paper will be assessed by the business jury.

Why?The Cruise Industry is the fastest growing travel sector in the world, with over 10.000.000 people taking a cruise per year. Considering the fact that the cruise industry is booming business and that it is the ultimate hospitality experience, it is also an increasingly important topic at the various European hotel management schools. The large cruise lines are investing in education programs and staff training, and there are many growth possibilities in the entire industry.

How?Write a paper about the following topic:‘Europe as a source market for the Cruise Industry’

To get you started on your paper here are a few criteria:• Approach this topic from a guest’s perspective• Source market: Where do the guests come from?• What demands and expectations do guests have when deciding on taking a cruise?• What countries in Europe are most important for the Cruise Industry? Which countries are emerging?• How can the Cruise Industry respond to this?

The paper:• needs to be written in English• has a three page maximum (A4), appendices not included• has to be written in font Arial size 11, using line spacing 1,15

For your paper all resources may be used. Don’t forget to cross-reference your sources and quotes.

Writing this paper will prepare you theoretically for the competition days in Amsterdam.

Furthermore your team has to prepare a 1 minute pitch which summarizes the findings of your paper, which you have to pitch to the other participating teams and the business jury during the first competition day. Note: This is a pitch not a presentation.

AssessmentBelow you can find an overview of the criteria on which your paper will be assessed by the business jury:

FORMAT• Language (professional level + spelling) • Structure & Composition / Lay-out • Length

CONTENT• Based on Facts & Figures • Originality • Convincing line of reasoning • Clear link with hospitality industry • Recent & relevant sources • Relevance for the industry • Applicable to the industry

Score: 20% of total scoreDeadline: Friday the14th of December 2012

9

Assignment 4- MEPS-scanWhat?Both, the students and the jury members will fill out a MEPS-scan. The MEPS-scan is an analysis generating behavioral profiles. The MEPS model gives insight in preferred behavior, strengths and weaknesses, and communication styles. This is grouped into four main styles, namely M, E, P, and S.

Why?The results of this scan are very beneficial to the students as well as to the jury members. MEPS promotes open communication, helps to resolve and reduces conflicts, strengthens relationships, promotes cooperation within teams, and increases effectiveness.

The outcomes of the MEPS-scan will help all teams and jury members to understand their behavior and will provide useful information on how to develop themselves on a professional and personal level. The scan will also help to strengthen each team by enhancing each other’s strong qualities and compensating each other’s weaker characteristics.

Furthermore the results of the MEPS-scan will be used by the jury members in order to review the collaboration within the teams when assessing the cases and during the speed date sessions.

How?Each team member has to fill out this MEPS-scan. Your coaches may also fill out a MEPS-scan, but it is not obligatory. This is an individual assignment and will not take more than 15 minutes to complete. It will not generate points for the team.

Go to www.emcup.eu/mepsscan and fill out the MEPS-scan. Please read the instructions carefully before filling out the questions.

Two experienced Human Talent Managers, Wouter Holtkamp and Dimitri Tops, will join us in Amsterdam on the 9th of January to give a detailed workshop about MEPS and how it can be beneficially used.

Score: 0% of total score, 100% added valueDeadline: Friday the 14th of December 2012

10

Sponsored by

Initiated by

Supported by

See y

ou in

Am

ster

dam

!

Contact information

European Mise en Place CupP.O. Box 42606202 WC MaastrichtThe Netherlandstel: +31(0)43-3561091fax: +31(0)43-3264263organisation@emcup.euwww.emcup.eu @EMCup2013 - #EMCup2013 www.fb.com/emcup.eu www.emcup.eu/youtube