6021 - COMPETITIVE STRATEGY

Subject type: Mandatory

Coordinator: Alex Araujo Batlle

Trimester: First term

Credits: 6

• English

Study of the business strategy to learn to consider the possible actions of the tourist company and to be able to determine the competitive advantages of the tourist destinations

• Analyze and predict the elements that make up the general and specific environment and the importance of their influence on organizations.
• Determine the competitive advantages of the destinations and propose possible strategic actions for the tourism company
•  Analyze and evaluate business competition and identify markets and customers

The methodology of the subject is based not only on the master presentations of the teacher of the subject, but, in parallel, on various activities (text comments, extension work, oral interventions, analysis of simple daily decisions, debates online ...). with the concern of involving students and provoking concerns to improve the competitive strategies of tourism companies and organizations through various types of activities.

For the realization and evaluation of these activities will work in groups and will realize tutorials by part of the educational with the groups.

The specific methodology of the practical work will be:

First activity: Strategic analysis of the company or tourist destination, and determination of the strategic proposals for action. They will have to work in groups, look for information, evaluate the information, discuss ideas, defend opinions and write a final document that will be presented in class.

It will be valued: Degree of knowledge of the subject, comprehension of subject, depth of the work, opinions expressed, quality of the information, collective reflections, interpretation of the information, written development, presentation of the work.

The work will be done in groups and will be presented in front of the other students. Each of the students will be able to contribute amendments and comments to the works presented by the other groups. The grade will be based on the quality of the exhibition and the ability to collect and integrate the contributions of classmates and the teacher. Individual contributions to the work of other groups will also be valued. With this methodology we can assess each and every one of the skills described in this program.

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

Topic 1. Business strategy

  1.1 Concept of strategy

         1.2 Concept of competitive market

Topic 2. The environment

   2-1 Concept of threat and opportunity

         2-2 Concept of strong point and weak point

      Topic 3. The microenvironment

           3-1 Strategy Triangle Concept

           3-2 Value Added Concept

           3-3 Concept of competitive advantage

           3-4 Value Chain Concept

      Topic 4. The macroenvironment

          4-1 PEST Analysis Concept 

          4-2 Relationship between macro and micro-environment

     Item 5. Segmentation and Positioning

          5-1 Segmentation concept 

           5-2 Positioning Concept

     Item 6. Strategic alliances and growth

           6-1 Concept of strategic alliance 

           6-2 Concept and classification of forms of growth

AF1. Theoretical sessions

AF3. Work in group

AF4. Individual work

AF5. Personal study

AF7. Face-to-face tutorials

AF10. Research, reading and elaboration of text comments on bibliography / information through ICT / virtual platform

The evaluation of the subject will be based on:

An exam, at the end of the term, which will account for 50% of the grade. The final mark of the exam must be at least 5 points to pass.

The preparation of a practical work (broken down into several activities) where the student will demonstrate their ability and ability to design and implement strategies in companies, organizations and tourist destinations. 40% of the grade.

10% Attendance at conferences, lectures and / or other activities.

Recovery. In the event that a student has failed, he / she will be able to go to the recovery, but only for those parts that he / she has not passed (except for 10% of the attendance at days that cannot be recovered), keeping the percentages mentioned on the final note.

Oller Nogués, J (1997) "Creation and improvement of Tourism Companies". Bilbao. Ed. Deusto.

Oller Nogués, J. (2017). Slides notes created by PhD. Jordi Oller I Nogués, available in the virtual campus.

Jonhson G., Scholes K. (2005). "Strategic Management. Analysis of the strategy of the organizations". Madrid. Ed. Prentice Hall.