Understanding the Business Environment
|Module Convenor: Peter Lyth|
This module will provide an analytical framework which explains the interactions between tourism and travel organisations and the markets in which they operate, drawing on perspectives from economics, marketing and corporate strategy. The module will begin with an overview of the tourism industry and tourism markets. It will examine key macro influences on organisations and explore market level factors including patterns and determinants of tourism demand, and the nature of competition. Techniques such as 5-force analysis, and SWOT will be introduced along with the basic concepts associated with competitive strategy. The module will also address key future drivers of change in the industry including globalisation, mergers and alliances, the impact of technology and growing environmental concerns.
To provide an understanding of the interdependencies between an organisation and the environment in which it operates; To provide an understanding of the industry and markets in which tourism and travel business operate; To introduce key analytic frameworks the can be used in the development of business plans
Individual Mid Assessment (2,000 words) (30%); Individual Final Assessment (3,000 words) (70%)
Back to Module List