The Bee By Emily Dickinson Like trains of cars on tracks of plush I hear the level bee: A jar across the flowers goes, Their velvet masonry Withstands until the sweet assault Their chivalry consumes, While he, victorious, tilts away To vanquish other blooms. His feet are shod with gauze, His helmet is of gold; His breast, a single onyx With chrysoprase, inlaid. His labor is a chant, His idleness a tune; Oh, for a bee’s experience Of clovers and of noon! Fame is a bee. (1788) Fame is a bee. It has a song— It has a sting— Ah, too, it has a wing. Emily Dickinson, "Fame is a bee" from (The Belknap Press of Harvard University Press) ( TAB LE OF CONTENTS ) TABLE OF CONTENTS 2 MODULE DESCRIPTION 3 LEARNING OUTCOMES 3 INDICATIVE CONTENT / AREAS OF STUDY 3 TEACHING AND LEARNING STRATEGY 4 EXPERIENTIAL LEARNING OPPORTUNITIES 4 FORMATIVE ASSESSMENT 4 ASSESSMENT 5 REGULATIONS 5 TEACHING TEAM 5 STUDY PATTERN - MODULE TIMETABLE 6 ASSESSMENT BRIEF 9 GRADING INDICATORS 10 HAND IN DATES 13 RETURN OF MARKED WORK 14 READING LIST 14 2 ( MODULE DESCRIP TION ) This module is designed to focus on the design and development of innovative hospitality and/or tourism business models and how to create and deliver customer value while making sustainable profits. Students will gain a critical understanding of the internal and external environments and the complexities of operating across global boundaries. It will familiarise students with the current state and trends in the design of hospitality and tourism business models and value propositions as well as developing in-depth knowledge of how to organise an internal environment conducive to corporate entrepreneurship within resources. ( LEARNING OUTCOMES ) Onsuccessfulcompletionofthemodule,studentswillbeableto: 1. gain a critical understanding of the internal and external environments and the complexities of operating across global boundaries; 2. increase knowledge and critically understand the tools and techniques required to develop a business idea/concept, source the resources and then turn it into reality for a viable product or service; 3. take a critical approach to new business models so that corporate entrepreneurs can manage innovation and organise an internal environment that is conducive to corporate entrepreneurship. ( INDICATIVE CONTENT / AREAS OF STUDY ) • Hospitality and tourism entrepreneurship, corporate entrepreneurship and their characteristics: from a definition to entrepreneurship intensity and forms of corporate entrepreneurship, • Opportunities and obstacles of corporate entrepreneurship in hospitality and tourism, • Understanding and managing the entrepreneurial process in hospitality and tourism, • Creating an entrepreneurial culture, • Corporate entrepreneurial strategy in hospitality and tourism, • Creativity and the corporate entrepreneurship, • The Business.

1. The Bee
By Emily Dickinson
Like trains of cars on tracks of plush
I hear the level bee:
A jar across the flowers goes,
Their velvet masonry
Withstands until the sweet assault
Their chivalry consumes,
While he, victorious, tilts away
To vanquish other blooms.
His feet are shod with gauze,
His helmet is of gold;
His breast, a single onyx
With chrysoprase, inlaid.
His labor is a chant,
His idleness a tune;
Oh, for a bee’s experience
Of clovers and of noon!
Fame is a bee. (1788)
Fame is a bee.
It has a song—
It has a sting—
Ah, too, it has a wing.
Emily Dickinson, "Fame is a bee" from (The Belknap Press of
Harvard University Press)
(
TAB
LE

2. OF
CONTENTS
)
TABLE OF CONTENTS 2
MODULE DESCRIPTION 3
LEARNING OUTCOMES 3
INDICATIVE CONTENT / AREAS OF STUDY 3
TEACHING AND LEARNING STRATEGY 4
EXPERIENTIAL LEARNING OPPORTUNITIES 4
FORMATIVE ASSESSMENT 4
ASSESSMENT 5
REGULATIONS 5
TEACHING TEAM 5
STUDY PATTERN - MODULE TIMETABLE 6
ASSESSMENT BRIEF 9
GRADING INDICATORS 10
HAND IN DATES 13
RETURN OF MARKED WORK 14
READING LIST 14
2
(
MODULE
DESCRIP
TION
)
This module is designed to focus on the design and development
of innovative hospitality and/or tourism business models and
how to create and deliver customer value while making
sustainable profits. Students will gain a critical understanding
of the internal and external environments and the complexities

3. of operating across global boundaries. It will familiarise
students with the current state and trends in the design of
hospitality and tourism business models and value propositions
as well as developing in-depth knowledge of how to organise an
internal environment conducive to corporate entrepreneurship
within resources.
(
LEARNING
OUTCOMES
)
Onsuccessfulcompletionofthemodule,studentswillbeableto:
1. gain a critical understanding of the internal and
external environments and the complexities of operating
across global boundaries;
2. increase knowledge and critically understand the tools and
techniques required to develop a business idea/concept, source
the resources and then turn it into reality for a viable product or
service;
3. take a critical approach to new business models so that
corporate entrepreneurs can manage innovation and organise an
internal environment that is conducive to corporate
entrepreneurship.
(
INDICATIVE
CONTENT
/
AREAS

4. OF
STUDY
)
• Hospitality and tourism entrepreneurship, corporate
entrepreneurship and their characteristics: from a definition
to entrepreneurship intensity and forms of corporate
entrepreneurship,
• Opportunities and obstacles of corporate entrepreneurship in
hospitality and tourism,
• Understanding and managing the entrepreneurial process in
hospitality and tourism,
• Creating an entrepreneurial culture,
• Corporate entrepreneurial strategy in hospitality and
tourism,
• Creativity and the corporate entrepreneurship,
• The Business Model Canvas tool to scope opportunities and
threats in hospitality and tourism,
• Structuring the Company for Entrepreneurship,
• Measuring, controlling and managing corporate
entrepreneurial performance.
3
(
T
EACHING
AND
LEARNING
STRATEGY
)
Scheduled Learning and Teaching Activities

5. 25%
Guided Independent Study
75%
Placement Learning
0%
(
EXPERIENTIAL
LEARNING
OPPORTUNITIES
)
Throughout the term the students are encouraged to apply
their learning through the development of models, discussions
of case studies and engaging in a number of small scale research
activities.
Experiential
Learning
Opportunity
ActivityOutline
SkillsandGraduateAttributes
Developed
In-class activities/tutorials
Several Design Thinking based activities, that will use
different tools for students learning
Business modelling, Value Proposition design,
research, brainstorming, creativity, critical thinking,
communication, team work
(
FORMATIVE

6. ASSESSM
ENT
)
Students will be expected to work in class on various aspects of
the weekly activities and translate the tools, techniques and
learning into their coursework content. In class activities, part
of the directed study will include presentations, team and
individual exercises, guided practical sessions and classroom-
based research, alongside continuous peer evaluations and
analytical feedback from the lecturer. This will enable
students to improve their learning experience, have
opportunities of sharing best practices, and develop further
critical analysis and communication skills. Different tools will
be used to review class content and provide immediate feedback
to students about their learning pace. Students are expected to
contribute to class also by answering questions during class.
Tutorials are offered to provide feedback on work-in-progress.
Drafts of the coursework should be given to the lecturer
for formative feedback within the term, and before posting.
4
(
ASSESSMENT
)
Component1:
COURSEWORK(CW1)
Summary of Assessment Method: Individual Report
Students will take into consideration a specific corporation
operating in hospitality and tourism. They will critically
evaluate its current situation, looking at the internal and
external environment. When they have carried out this in-depth
analysis they need to discuss, the basis of further secondary
research carried out, a possible entrepreneurial opportunity that
the corporation could benefit from and develop its value
proposition. The result of this work is a report (2,500 words +/-

7. 10%).
Weighting: 100 %
Assesses Learning Outcomes: All 1, 2 and 3
(
REGUL
ATIONS
)
This module conforms fully to the relevant
PG regulatory framework.
(
TE
ACHING
TEAM
)
Name
Room
Email
Tel
Michel Grand
2-4
[email protected]
NA
5
(
S
TUDY
PATTERN

8. -
MODULE
TIMETABLE
)
Topics discussed are focused on hospitality and tourism. In the
following table you find the specific aspects that will be
discussed within the field.
Lecture
IndicativeTopicstobeCovered
Discussioninclass,directedstudy,activities
1
口 Introduction to the course
口 Introduction to the entrepreneurship and corporate
entrepreneurship concepts, the
evolution of entrepreneurship and different theoretical
perspectives
• In class discussion about students’ previous background
about entrepreneurship
• Lecture
• Research about the different theoretical perspectives
• Tutorials
2
• The entrepreneurial mind set in individuals, and in
organizations: how to create the entrepreneurial culture and
encourage intrapreneurship

9. • Case study discussion about how to create the
entrepreneurial culture
• Lecture
• Tutorials
3
• How to create competitive advantages in mature markets and
strategies for entrepreneurial ventures
• Lecture
• Research and discussion about Design Thinking to integrate
innovation, customer experience and brand value
• Visualizing drivers of change Canvas Activities – poster,
presentation and feedback
• Tutorials
6
4
• Building value through acquisition, diversification and
franchising
• Case study discussion about diversification
• Lecture
• Tutorials

10. 5
• Generating creative ideas
• Lecture
• Value Proposition Canvas Activities: Customer Profile –
poster, presentation and feedback
• Tutorials
6
• Generating creative ideas (tbc)
• Lecture
• Value Proposition Canvas Activities: Value Map and Fit –
poster, presentation and feedback
• Tutorials
7
• Intellectual Property
• Lecture
• Tutorials
8
• Organizational structure and architecture for
entrepreneurship: Critical factors for corporate entrepreneurship
and strategic entrepreneurship for growth
• Lecture
• Case study
• Tutorials
7

11. 9
• Corporate venture capital
• Lecture
• Research
• Tutorials
10
• Entrepreneurship and networking process
• Lecture
• Research and development of measurement and
control criteria of corporate entrepreneurial performance
• Tutorials
11
• Submission of the Coursework
8
(
ASSESSMENT
BRIEF
)
Generalinformation
2,500 words (+/-10%) individual written report to be submitted
by W11 (see hand in dates). The report will allow students to
achieve the 3 learning outcomes mentioned before, and apply
immediately the concept learnt in class on a hospitality or

12. tourism already existing entity: a corporation.
Indicativestepstoaccomplish
• Students choose a specific corporation in hospitality and
tourism they would like to develop a new concept for.
• Students verify with the lecturer the selection during W2:
this will enable students to receive feedback on the selected
company and adjust if needed to the lecturer feedback
• Students start their own collection of data once they receive
the feedback from the lecturer (W3). They need to collect data
to analyse the current situation about the corporation selected
• Once they have collected data they need to carry out
an internal and external environment analysis they can
identify implications for the company selected and start
identifying an important problem to solve that relates to the
company target market (one main problem only)
• Through the usage of tools given in class and potentially
additional one identified in the literature, they will work on the
customer profile and value map for their concept
• In W6 students will present their concept proposal
including:
o Description of the idea (what, where, when, how)
o Target market and justification of the choice of this target
(who)
o What customer problem does your idea solve? (why)
o Why now? (why)
o Preliminary SWOT Analysis for the company that justifies
your idea
• Students need to provide develop the Javelin Board and test
the idea with evidence of customer needs and willingness to buy
the product/service by interviewing at least 5 potential
customers and analyse findings that will be included in report
o Students should have evidence of secondary data research
about internal and external analysis and customer profile
analysis, and evidence of the need: a minimum of 12 different
references need to be identified and used

13. o Students can enrich their customer profile understanding also
by creating a survey and collect data (the survey does not
replace the interviews)
o Students provide the TAM/SAM/SOM Analysis and estimate
the growth of the market in % on the basis of secondary data
9
• Students need to analyze the competition and provide
evidence of the competitor analysis by identifying at least 4
competitors to analyse and provide the positioning map and the
benchmark table
• On the basis of the additional information students should
redefine the previous parts and come up with the following
aspects well covered:
• Problem
•
Solution
• Target market and justification of the choice of this target +
TAM/SAM/SOM and % of growth
• Justification of the right timing for this offer
• SWOT Analysis of the new idea
• Analysis of the competitors
• Business / revenue model and pricing
• Road map/timeline
In W6 students will present in class to their classmates and the
lecturer their analysis and their ideas. Students will receive

14. constant feedback on their work drafts through the entire term
through tutorials and in class activities that will enable them to
further improve their work and their learning experience.
Indicativecontent
• Brief description about the company selected, the new value
proposition and the target market
•