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2010/2011  KAN-SOC_VLBD  Learning by doing: How to Develop and Implement successful Strategies in the Hospitality Industry (Hotels, Airlines etc.) (web based Strategy Simulation Game)

English Title
Learning by doing: How to Develop and Implement successful Strategies in the Hospitality Industry (Hotels, Airlines etc.) (web based Strategy Simulation Game)

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Semester
Course Period Autumn . Spring
Pending schedule: Mon. 08.00-09.40,week: 36-46 Mon. 08.00-11.30, week 47-48 This course will also be offered in Spring 2012
Time Table Please see course schedule at e-Campus
Max. participants 55
Study Board
Study Board for MSc of Social Science
Course Coordinator
Lise Lyck - ll.tcm@cbs.dkTeacher Karsten Bobek - kb.tcm@cbs.dk telephone 31395080Teacher Mogens Stendrup - mogens@saabyestendrup.dk telephone 23232626Secretary Susanne Faurholdt - sf.tcm@cbs.dk
Main Category of the Course
  • Marketing
  • Corporate and Business Strategy
  • Finance
Last updated on 29 maj 2012
Learning Objectives
Through the participation in a small group as a Manager in HotelSIM,
• The student will get a close to real-life expertise in analyzing, decision making, setting up cross-functional strategies and implement them with a strong input from industry specific theory.
• The student will through the active participation in group work learn how to work in a multi-cultural competitive environment.
The excellent student will show the following:
Broad and exhaustive knowledge of the course theories and models and a proform ability to use these models in a real-life environment addressing
• Industry analysis
• Strategy Management, Development, Implementation and Execution
• Strategic direction
• Understanding a firm’s operating environment
• How to generate value for customers
• Competitive positioning in a global industry
• Measurement of success
The course strategy, marketing and finance skills at Bachelor level. The course will not be available for Cand.Soc. SEM students as too big a part of the course is covered through SEM07 ‘Leadership and Strategy in Service Management’.
Individual oral examination based on mini-project (group based), 10 pages.
Exam Period Winter Term
Prerequisites for Attending the Exam
Course Content

How firms formulate, implement, and evaluate strategies is the focus of the course. Developing and implementing successful strategies in the Hospitality industry has never been more important than now: High fixed costs, fixed capacity and short shelf life. In an increasingly globalized world, the necessity for being outstanding in an ocean of tough competition, is closely linked to your strategy. You only get one chance in the Hotel industry with the Guests.

The students will on the course continuously explore what managers must do and do well to give a business its competitive advantage. The course emphasizes issues and opportunities related to the Hospitality industry, specifically the Hotel industry. It will do so mainly through teaching the development of a competitive strategy – from Porter to Blue Ocean - how to execute it successfully and measure the succesfull execution through mapping the strategy. As a continuous tool, the web based strategy simulation, HotelSIM, will be used to actualize and demonstrate the different phases in the strategy. It will also be used to realize the execution of the chosen strategy, and to illustrate the implications of the decisions taken. HotelSIM is presently being used at among other Cornell University at Master level and Marriott and InterContinental hotel groups as part of their Management Training programs.

Another key element of the course is the use of the case method to help you develop a “strategic instinct” by learning through detailed examples. Although focus of the course will be on Strategy, a substantial part will be linked into Marketing, Finance, Management and Supply Chain as essential parts to understand the implications of the chosen Strategy. ‘Learning by doing:How to Develop and Implement successful Strategies in the Hospitality Industry’ is a “big picture course” – so analyses of cases will be from the perspective of senior managers or consultants to senior managers.

Teaching Methods
The student will develop competences in analyzing and understanding the Hotel industry. The student will also be part of developing specific Hospitality oriented strategies and understand how these strategies are essential in the success of managing a Hotel in a competitive environment.
Further Information

The course is a part of a test on Educational Games led by Steffen Löfvall from the former Learning Lab and sponsored by the CBS Leadership Team.

  • Enz, Cathy: ‘Hospitality Strategic Management, Concepts and Cases’, 2nd Edition, 2010
  • Kaplan, Robert S. and Norton, David P.: “Strategy Maps, Converting Intangible Assets into Tangible Outcomes”, 2004