TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Alex Araujo Batlle

Trimester: First term

Credits: 6

Teaching staff: 

Jordi Oller Nogués

Skills

Basic skills

  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the development and defense of arguments and problem solving within their area of study.

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • CE1. Interpret basic economic concepts and economic reasoning, as well as microeconomic and macroeconomic functioning.

  • CE2. Define company policy in international environments and instill a global and international dimension in business.

  • CE3. Analyze and evaluate the financial statements, evaluate the economic performance and prepare financial reports.

  • CE4. Evaluate and define the personnel policies of a company or business organization, select work teams, define profiles and establish staffing needs.

  • CE5. Analyze business contexts, identify markets and customers, and establish marketing strategies through the use of advanced and innovative techniques.

  • CE6. Interpret legal regulations and institutional organization and manage business information.

  • CE7. Develop projects and proposals for innovative companies.

  • CE8. Organize the productive operations of the company.

  • CE9. Use mathematical tools and advanced statistical tools for decision making.

  • CE10. Recognize and understand the mechanisms of innovation and entrepreneurship and develop a business idea.

  • CE11. Analyze and evaluate the scientific-technological and economic environment, to look for innovative opportunities and establish necessary processes to adapt the organization.

  • CE12. Generate strategic skills considering the environment as a project.

  • CE13. Create connections between people, collaborators, and companies by connecting people who under normal circumstances would not match.

  • CE14. Identify emerging sectors and business innovation strategies.

  • CE15. Gather and interpret data to make judgments that include reflection on relevant business issues.

  • CE16. Communicate properly orally and in writing in at least one third foreign language.

  • CE1. Interpret the principles of tourism in terms of its spatial, social, cultural, political, labor and economic dimension and identify the types of tourist spaces and destinations and the main tourist agents that operate in them, both public and private.

  • CE2. Analyze the impacts generated by tourism in its economic, social and environmental aspects and provide innovative solutions.

  • CE3. Analyze the main political-administrative structures of tourism and interpret the legal framework that regulates tourism activities.

  • CE4. Turn an "empirical" problem into a research project and draw conclusions.

  • CE5. Apply a strong customer service orientation and handle communication techniques.

  • CE6. Evaluate the tourism potential and the prospective analysis of its exploitation through innovative management models.

  • CE7. Analyze, synthesize and critically summarize the economic-patrimonial information of the tourist organizations.

  • CE8. Direct different types of tourism entities defining objectives, strategies, commercial policies and managing financial resources.

  • CE10. Gather and interpret significant data to make judgments that include a reflection on relevant business issues and be able to prepare a document that allows the transmission of information or an innovative business proposal in the field of tourism.

  • CE11. Manage tourist tourist areas in accordance with the principles of sustainability.

  • CE12. Master the operating procedures of accommodation, catering and tourism intermediation companies.

  • CE13. Interpret the strategy, objectives and public instruments of tourism planning.

  • CE14. Recognize and apply information and communication technologies (ICT) in the different areas of the tourism sector.

  • CE15. Interpret a public plan in the field of tourism and the opportunities that arise for the private sector.

  • CE16. Plan and manage the human resources of tourism organizations.

  • CE18. Understand the characteristics of cultural heritage management and be able to develop innovative initiatives for its enhancement as a tourist attraction.

  • CE19. Detect the needs for the technical planning of tourist infrastructures and facilities.

  • CE20. Communicate properly orally and in writing in at least one foreign language.

General competencies

  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude towards change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace.

Transversal competences

  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT3. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

  • CT5. Develop tasks applying the acquired knowledge with flexibility and creativity and adapting them to new contexts and situations.

Description

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.

Note: The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Learning outcomes

  • 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

Working methodology

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.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Contents

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

Learning activities

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

Evaluation system

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.

REFERENCES

Basic

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

Oller Nogués, J. (2021). 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.

Conley, Chip (2017). PEAK: How Great Companies Get Their Mojo from Maslow. Revised and Updated. 2nd Edition. New York: John Wiley & Sons

Complementary

The Basics of Tourism Market Segmentation

THR. (sd). Retrieved September 2 2021, from https://www.thr.es/en/basics-of-tourism-market-segmentation

The rise of the platform economy

Deloitte. (sd). Retrieved September 2 2021, from https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/humancapital/deloitte-nl-hc-reshaping-work-conference.pdf