Strategic management of tourism organizations

– To perform an external and internal analysis of the tourism organizations.
– To implement the main techniques and tools of strategic analysis.
– To identify and evaluate different options at corporate and business-level strategies.

1.- Introducing strategic management
2.- Macro-environment and industry analysis
3.- Internal analysis: resources and capabilities
4.- Competitive advantage and business strategy
5.- Corporate strategy and firm development

Basic bibliography:
CASANUEVA, C.; GALLEGO, M.A. (2019): Dirección estratégica de organizaciones turísticas (2ª edición). Ed. Pirámide.
NAVAS, J.E.; GUERRAS, L.A. (2016): Fundamentos de dirección estratégica de la empresa. (2ª edición) Ed. Civitas.

Complementary bibliography:
GRANT, R.M. (2014): Dirección Estratégica. Conceptos, técnicas y aplicaciones. (8ª edición) Ed. Civitas.
GUERRAS, L.A.; NAVAS, J.E. (2015): La dirección estratégica de la empresa. Teoría y aplicaciones. (5ª edición) Ed. Civitas.
HILL, C.W.L.; JONES, G.R.; SCHILLING, M.A. (2015): Administración estratégica: Teoría y casos. Un enfoque integral. (11ª edición) Ed. Cengage Learning.
HITT, M.A.; IRELAND, R.D.; HOSKISSON, R.E. (2008): Administración estratégica: Competitividad y globalización. Conceptos y casos. (7ª edición) Ed. Cengage Learning.
JOHNSON, G.; SCHOLES, K.; WHITTINGTON, R. (2006): Dirección estratégica. (7ª edición) Ed. Pearson.
JOHNSON, G.; SCHOLES, K.; WHITTINGTON, R. (2010): Fundamentos de estrategia. (7ª edición) Ed. Pearson.

Additional bibliography can be detailed by the teacher at the beginning of each lesson.

CG1. Defining urban tourism and tourism business management
CG2. To be able to apply acquired knowledge to the tourism sector activity
CG6. Integrating knowledge that provides a base or opportunity to be original in the development and/or application of idea
CT1. Applying ethical issues to decision making process
CT2. Demonstrating critical reasoning
CT3. Analyzing and synthesizing information
CT4. Working in teams of diverse composition
CT5. Formulating creative and entrepreneurial proposals
CE5. Describing the competences and functions of the management areas
CE8. Diagnosing needs and opportunities and identify potentials and threats
CE15. Using data collection and analysis techniques

In the expository sessions, the fundamental contents of the topics that make up the program will be explained, emphasizing the especially relevant aspects and the relationships between them.

In the interactive sessions, it is a question of the students applying the theoretical concepts. For this, case studies will be carried out, readings of texts and articles will be commented, and questions raised by the teaching staff will be debated. The readings are intended for students to access relevant information sources, especially magazines of interest, to become familiar with prominent authors, learn about business experiences of interest to the subject, and develop the capacity for analysis, synthesis and argumentation.

Additionally, they must prepare a group work and present it orally in class. With all this, it is intended to stimulate cooperative work and develop analytical, argumentative and communication skills.

The teachers will monitor the attendance of the students and their participation in the sessions.

The personal work activities of the students include, in addition to the time dedicated to study, the reading of the material provided by the teaching staff, the search for information and the preparation of individual or collaborative works. For asynchronous activities and for the delivery of tasks, a mailbox will be set up in the virtual classroom with the delivery deadline date and time.

In the tutorials, the teachers will guide the students on the practical cases, readings, works and exhibitions; They will also serve to solve doubts and solve problems that students face in the learning process and as a channel for feedback on its results. The tutorials will be face-to-face and virtual synchronous through Teams or asynchronous through the virtual campus and/or email.

The development of the subject will be carried out with the support of the virtual classroom created for this purpose on the Moodle platform.

The evaluation system will be as follows:

a. Compulsory face-to-face final exam: 50% of the qualification.

b. Continuous evaluation: 50% of the qualification. It will include: (1) Participation in case analysis, reading debate and other activities to be carried out in the interactive sessions (30%) and (2) conducting, presenting and defending group work (20%).

The continuous assessment will take into account all the activities carried out by the students (active participation in the analysis of cases, debate and commentary on readings, articles or press releases, presentation and presentation of work and other activities proposed by the teaching staff).
In order to add a and b, students must obtain at least a 2 out of 5 in the compulsory final exam. The added mark must be equal to or greater than 5 points out of 10 to pass the course. In order to pass the subject, it is necessary for students to attend at least 80% of the classes.

This evaluation system will be applied both in the first opportunity and in the recovery one. Repeating students will undergo the same assessment regime as ordinary students.

In accordance with the Permanence Regulations in force at the USC for Bachelor and Master studies (art. 5.2), the mere attendance and/or participation in any of the activities subject to evaluation will mean that the student's final grade is different from NO PRESENTED.

The students who are granted the class attendance exemption (following Instruction No. 1/2017 of the General Secretariat on the class attendance exemption in certain circumstances), will be evaluated with a specific final exam that will suppose 100% of the note.

"For cases of fraudulent performance of exercises or tests, the provisions of the Regulations for the evaluation of the academic performance of students and the review of qualifications will apply."

This is a three-credit course and each credit is equivalent to 25 hours.
Hours will be distributed in the following way:
– Contact hours (expositive, interactive, tutoring and assessment): 24
– Students’ individual work: 51

In order to maximize learning, it is convenient that the students carry out all the activities proposed by the teaching staff, regularly attend theoretical and practical classes , and use the tutorials.