106學年第1學期課程綱要

@尊重智慧財產權,請同學勿隨意影印教科書 。
Please respect the intellectual property rights, and shall not copy the textbooks arbitrarily.

一、課程基本資料
開課序號 0040 課程學制
科目代碼 SRM0010 課程名稱 餐旅策略管理研究
英文名稱 Studies in Strategic Management in Hospitality
全/半年 必/選修 選修
學分數 3.0 每週授課時數 正課時數: 3 小時
開課系級 休旅所(碩)
先修課程
課程簡介 One of the important missions of this graduate institute is devoted to training and educating the graduate students to be a superior manager for hospitality industries. Based on the aforementioned purpose, first, this course is designed to familiarize students with the current and major strategic management theories in the relevant disciplines. In addition, an integrated framework of strategic management in hospitality will be introduced for students and I will also encourage each student to establish their own strategic views in the hospitality, recreation, and tourism associated fields. In the classroom, this course positions the students as CEO (chief executive officer), thus, students have to view and participate in each of the discussion issues from the CEO perspectives.
課程目標 對應系所核心能力
1. 訓練學生成為中高階主管整合管理思維 碩士:
 1-3 應用並評估運動休閒與餐旅產業所需之管理知能。
2. 實務現況與國際觀 碩士:
 1-4 具備分析運動休閒與餐旅產業之現況與趨勢的國際視野。
3. 問題解決與分析 碩士:
 1-5 落實於社區運動休閒與餐旅產業經營永續發展能力。

二、教學大綱
授課教師 王國欽
教學進度與主題

 

Topics

Preparations

 

 

ü  Interaction

ü  Objectives & natural of the course

ü  Why are you here “Myth, Science, Matrix”?

ü  Functions of business/management

ü  Warm-up Discussion-What is strategy? What strategic/service ideas we could learn from Wego?

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

Ø   Browsing-
http://www.we-go.com.tw
http://www.southwest.com

Ø BasicThe Managerial Terminology (every week), pls download from my website homepage

Ø Case:薇閣精品旅館

Ø Case:策略是什麼?

 

 

² Oral Testing

ü  Strategy and strategy objectives for travel and tourism organizations

ü  Levels of strategic decisions

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

Ø  Browsing-
http://www.eztravel.com.tw

Ø Chapter 1 (pp. 1-25) (Jones and Hill)

Ø Chapter 2 (pp. 26-51) (Jones and Hill)

Ø Case:建立公司願景

Ø CaseThe strategy of ezTravel (video)

Ø Captain/Team list (9/21)

 

 

² Oral Testing

ü  Mission and mission statements

ü  The importance of objectives

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

 

 

²  Oral Testing

ü  External analysis: Opportunities and threats

ü  Porter’s five forces model

ü  Sixth force: Complement

ü  Different methods of external analysis

ü  Discussion-Five forces model with our graduate institute/with your company?

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

Ø Chapter 3 (pp. 52-76) (Jones and Hill)

Ø Case:波特新論競爭五力

Ø Report:中國大陸經濟型酒店發展趨勢研究(2011)

Ø CaseHIS, Japan (2010) (for industry life cycle analysis)

Ø Case85C

Ø 台灣觀光發展之展望-劉喜臨

 

 

²  Oral Testing

ü  The macroenvironment

ü  Industry life cycle analysis

ü  The value chain

ü  Discussion-中國大陸經濟型酒店發展趨勢研究(2011)

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

 

 

²  Oral Testing

ü  The durability of competitive advantage

ü  Avoiding failure and sustaining competitive advantage

¤  1.妳從今天的課堂上所學到的重點,亦即主要的概念及收穫是什麼?

¤  2.妳對今日的課程還留下哪些尚未解決的重要疑惑及問題?

l  Reading Assignments

 

 

²  Oral Testing

ü  Building competitive advantage through business-level strategy

ü  Cost leadership

ü  Focus strategy

ü  Differentiation strategy

ü  Discussion-Strategies to flight low-cost rivals

l  Reading Assignments

Ø Chapter 5 (pp. 109-136) (Jones and Hill)

Ø CaseThe Riviera Hotel

Ø CaseThe Hotel Quote

Ø Case:浮現發想之島

Ø ArticleStrategies to flight low-cost rivals (2006)

 

 

 

 

²  Oral Testing

ü  Book review and Discussion-你不知道的3M:透視永遠能把創意變黃金的企業傳奇

ü  Midway evaluation for the class

l  Reading Assignments

¤ The strategy of 3M? And how it works

¤ Three ideas we can take from 3M for hospitality industries, what and how?

¤ The system in 3M to create innovative thinking?

¤ The NPIS in hospitality industries, possible or impossible?

 

 

²  Oral Testing

ü  Achieving superior efficiency

ü  Achieving superior quality

ü  Achieving superior innovation-Game of Brain storming

ü  Achieving superior responsiveness to customers

l  Reading Assignments

Ø   Browsing-
http://www.drfish.com.tw

Ø Chapter 4 (pp. 77-108) (Jones and Hill)

Ø PaperA sound strategy for Intercontinental hotels (2009)

Ø CaseWang Steak

Ø Case江醫師追求零污染舖子

Ø ArticleInn at Little Washington unique training (2002)

 

 

 

²  Oral Testing

ü  Implementing strategy in companies that compete in a single industry

ü  Implementing strategy through organizational design

ü  Discussion-Organizational structure analysis of one hospitality company of Taiwan, advantage and disadvantage (prepare hard copy for each student)

ü  Matrix structure in hospitality industries

ü  Building blocks of organizational structure

l  Reading Assignments

Ø Chapter 9 (pp. 214-230) (Jones and Hill)

Ø Chapter 9 (pp. 230-243) (Jones and Hill)

Ø 管理大未來(Part One) (12/21)

Ø Case:唯一上櫃鳳凰旅遊 (www.phoenix.com.tw)

 

 


 

²  Oral Testing

ü  Book review and Discussion-管理大未來:新管理正在淘汰舊商業

l  Closing~

Ø 管理大未來(Part Two) (12/28)

¤ Why dog can have four legs?

¤ How to create communities in hospitality industries?

¤ Three ideas we can take from Whole foods, Gore, and Google for hospitality industries, what and how?

¤ What is management 2.0 and how to become management innovator in the future?

 

&  Final Exam

教學方法
方式 說明
講述法 重要管理概念之說明
討論法 實務問題之現況探討
問題解決教學 實務問題之解決
合作學習 團隊合作訓練
評量方法
方式 百分比 說明
期末考 30 % 重要概念及應用之檢核,[評量之核心能力]:1-3應用並評估運動休閒與餐旅產業所需之生產、行銷、財務、研發、人力資源、資訊等管理知能。
課堂討論參與 30 % 學習態度及專業訓練,[評量之核心能力]:1-4具備分析運動休閒與餐旅產業之現況與未來發展趨勢的能力與國際觀。3-2培養終生學習的態度,持續增進專業素養。
出席 10 % 學習態度,[評量之核心能力]:3-2培養終生學習的態度,持續增進專業素養。
報告 30 % 重要概念及應用之檢核,[評量之核心能力]:1-3應用並評估運動休閒與餐旅產業所需之生產、行銷、財務、研發、人力資源、資訊等管理知能。1-5具備發掘運動休閒與餐旅產業問題、探索根源、邏輯思考、理性分析、創新思維及方法應用的能力。
參考書目




  1. Robbins, P. S., DeCenzo, D. A., & Coulter, M. (2015).Fundamentals of Management, 9th ed., England: Pearson Education Limited,華泰文化代理。(: 2162-1217 ext. 127 (www.hwatai.com.tw)(購買)

  2. Blanchard, K., & Bowles, S. (1998)共好(郭菀玲譯)(台北:哈佛企業管理顧問,(: 02-8647-1828 分機522(指定閱讀)

  3. 黃鐵鷹(2012)海底撈你學不會,台北:大地。(: 02-2627-7749(指定閱讀)

  4. Mayer-Schonberger, V., & Cukier, K. (2013),大數據(林俊宏譯),台北:天下遠見,(: 02-2662-0012(延伸閱讀)

  5. 郭定原(2008),兩個女生的紫色夢想-薰衣草森林創業傳奇,台北:聯經出版事業股股份有限公司。(延伸閱讀)

  6. 吳翰中、吳琍璇(2010)美學CEO:用設計思考,用美學管理,新北市新店區:繆思出版有限公司。(延伸閱讀)

  7. Kim, W. C., & Mauborgne, R. (2005)藍海策略-開創無人競爭的市場(黃秀媛譯),台北:天下遠見,(: 02-2662-0012(參考)

  8. 柯珊珊2008),歡迎光臨!幸福株式會社,台北:時周文化。(參考)

  9. Hamel, G., & Breen, B. (2007)管理大未來:新管理正在淘汰舊商業(廖建容、楊美齡、周宜芳),台北:天下遠見,(: 02-2662-0012(參考)



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