Course profile

Entrepreneurship in Hospitality (HOSP2003)

Study period
Sem 1 2025
Location
St Lucia
Attendance mode
In Person

Course overview

Study period
Semester 1, 2025 (24/02/2025 - 21/06/2025)
Study level
Undergraduate
Location
St Lucia
Attendance mode
In Person
Units
2
Administrative campus
St Lucia
Coordinating unit
Business School

This course provides students with an in-depth and applied understanding of the principles of successful entrepreneurship in the tourism and hospitality setting.

Successful hospitality entrepreneurship is determined by an individual’s capacity and willingness to take a good idea from conception to implementation. Entrepreneurs must also possess the skills and knowledge necessary to identify and mitigate the risks involved in undertaking a new business venture. In the current digital age, an understanding of the disruptive complexities that lie within the political, economic, social and technological environments is critical for small business success. In this course, students will gain a solid understanding of the principles of successful entrepreneurship in the tourism and hospitality setting and critically evaluate the feasibility of a new innovation. An interactive learning environment will provide students with the opportunity to apply these principles to their own innovative hospitality start up idea.

Course requirements

Incompatible

You can't enrol in this course if you've already completed the following:

TALM2107

Course contact

Course staff

Lecturer

Dr Matt Brenner

Timetable

The timetable for this course is available on the UQ Public Timetable.

Additional timetable information

Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:

  • Full name
  • Student ID
  • Course Code
Aims and outcomes

Aims and outcomes

This course aims for students to develop an understanding of the principals of entrepreneurshipﾠand innovation and how these principles apply to theﾠhospitality and tourismﾠindustry.

Learning outcomes

After successfully completing this course you should be able to:

LO1.

Evaluate what determines entrepreneurial success for hospitality and tourism businesses

LO2.

Identify and adequately respond to the external environmental forces that influence entrepreneurial success

LO3.

Evaluate the likely success of a small business innovation and the factors that determine this

LO4.

Identify and apply effective crisis response strategies for tourism and hospitality businesses

LO5.

Apply the principles of successful entrepreneurship and innovation to a real world setting

Course overview
Assessment

Assessment

Assessment summary

Category Assessment task Weight Due date
Paper/ Report/ Annotation, Project Feasibility Analysis of Start Up 30%

11/04/2025 3:00 pm

Submit via Blackboard
Paper/ Report/ Annotation, Project Business Plan for Start Up 50%

14/05/2025 3:00 pm
Presentation Pitch for Start Up
  • In-person
 20%

Week 12 Wed - Week 13 Wed

During Seminar's

Assessment details

Feasibility Analysis of Start Up

Mode
Written
Category
Paper/ Report/ Annotation, Project
Weight
30%
Due date

11/04/2025 3:00 pm

Submit via Blackboard

Learning outcomes
L01, L02, L03

Task description

Word Count: Maximum 3,000

In this assignment, students are to present a case for the feasibility of their small tourism or hospitality business start-up idea. This assessment will asses critical thinking and analytics skills, problem solving and the ability to apply knowledge from the course to the real world. The feasibility analysis must include the following criteria:

Introduction of the innovation (6 marks)

  • Description of the innovation – what is it?
  • Outline of the problem this innovation will address
  • Brand name of the innovation

Details of the target market (8 marks)

  • Who is the ideal target market for this innovation?
  • What are the demographic and psychographic characteristics of this target market?
  • Where does this market source their information from?
  • Why is this a viable target segment for your innovation?

Industry and Competitor Analysis (6 marks)

  • Describe the industry attractiveness for your innovation.
  • What similar products / competitors currently exist?
  • What makes your innovation different and likely to stand out from similar existing products?

PEST Analysis (10 marks)

  • Identify the political, economic, social and technological factors that are likely to hinder or support the success of your start up innovation.
  • Provide details for each factor you identify in terms of how it will impact the success of your start up innovation. Remember that these impacts can be positive or negative.

NB You must include references to support your target market, Competitor and PEST analysis. You may use a variety of online resources including but not limited to: IBIS World, Euromonitor, Refereed journal articles and web-based media.

AI Statement:

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct. 

Submission guidelines

Deferral or extension

You may be able to apply for an extension.

Late submission

A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.

Business Plan for Start Up

Mode
Written
Category
Paper/ Report/ Annotation, Project
Weight
50%
Due date

14/05/2025 3:00 pm

Learning outcomes
L01, L02, L04, L05

Task description

Word Count: Maximum 4,000 words

This assessment is all about the actions you intend to put in place to implement and action your start-up. These decisions should be based on the outcomes of your feasibility analysis. The business plan must include the following elements.

Table of contents

Re-introduction of the Innovation including the following (10 marks)

  • Where the business will be based
  • Brief description of the innovation and why it is needed
  • Explanation of the innovation’s value proposition

A completed Business Model Canvas (15 marks)

  • Complete the business model canvas template (available on Blackboard) for your innovation
  • Provide both the illustration as well as a detailed explanation of each of the nine elements.

Marketing Activities (10 marks)

  • How will you promote and advertise your innovation?
  • How do you plan to capture and retain your desired market share in light of the competition that currently exists? For example, what strategic approach (market led vs resourced based, cost leadership, differentiation or focus) will you apply to ensure you are competitive? 

Contingencies and Risk Mitigation (10 marks)

  • Propose a contingency plan for all the negative factors likely to impact your success – as identified in your feasibility analysis. Justify your contingencies using evidence from the literature.

Resources and Budget (5 marks)

  • What resources are required and what are your start up costs?

AI Statement:

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.

Submission guidelines

This Assessment will be submitted online via the Electronic Submission Folder available on Blackboard.

Deferral or extension

You may be able to apply for an extension.

Late submission

A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.

Pitch for Start Up

  • In-person
Mode
Oral
Category
Presentation
Weight
20%
Due date

Week 12 Wed - Week 13 Wed

During Seminar's

Learning outcomes
L02, L05

Task description

Duration: 3 Minute Presentation

During the startup process, entrepreneurs need to secure capital and investment to progress their ideas. This assessment requires students to present a very short and concise ‘pitch’ to the class that focuses specifically on the idea, the problem it solves and for whom and why it is likely to succeed. Each pitch must be no longer than 3 minutes and contain the following content:

  • Background of the problem
  • Introduction of the innovation and how it solves the problem
  • Description of the target market and viability – why your product will appeal
  • Team – experience, skills, knowledge
  • What you are asking for to fund the start up

Ensure you include accurate facts and recent data that support the likely success of your innovation.

Please Note: The presentation will be recorded for marking purposes per UQ Policy.

AI Statement:

This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.

Submission guidelines

Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero.

Deferral or extension

You cannot defer or apply for an extension for this assessment.

Extensions or deferrals are not available for this in-class presentation.

Course grading

Full criteria for each grade is available in the Assessment Procedure.

Grade Cut off Percent Description
1 (Low Fail) 0 - 29

Absence of evidence of achievement of course learning outcomes.
2 (Fail) 30 - 46

Minimal evidence of achievement of course learning outcomes.
3 (Marginal Fail) 47 - 49

Demonstrated evidence of developing achievement of course learning outcomes
4 (Pass) 50 - 64

Demonstrated evidence of functional achievement of course learning outcomes.
5 (Credit) 65 - 74

Demonstrated evidence of proficient achievement of course learning outcomes.
6 (Distinction) 75 - 84

Demonstrated evidence of advanced achievement of course learning outcomes.
7 (High Distinction) 85 - 100

Demonstrated evidence of exceptional achievement of course learning outcomes.

Additional course grading information

Grades will be allocated according to University-wide standards of criterion-based assessment.

Supplementary assessment

Supplementary assessment is available for this course.

Aims and outcomes
Learning resources

Learning resources

You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.

Library resources

Find the required and recommended resources for this course on the UQ Library website.

Assessment
Learning activities

Learning activities

The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.

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Learning period Activity type Topic
Week 1
Seminar

Introduction to Entrepreneurship

Learning outcomes: L01
Week 2
Seminar

Disruption and Innovation in the T&H Sectors

Disruption, Innovation and Entrepreneurship in the Tourism and Hospitality Sector

Learning outcomes: L01, L03
Week 3
Seminar

The Feasibility Analysis

Learning outcomes: L01, L03, L05
Week 4
Seminar

The Feasibility Analysis Part 2: The PEST

Learning outcomes: L03, L04, L05
Week 5
Seminar

Target Market Analysis

Learning outcomes: L03, L05
Week 6
Seminar

Innovation and the Business Model Canvas

Learning outcomes: L01, L05
Week 7
Seminar

Hospitality Entrepreneurship and the Digital Age

Learning outcomes: L01, L02, L04
Mid-sem break
No student involvement (Breaks, information)

In-Semester Break
Week 9
Seminar

Sources of Capital and Measuring Entrepreneurial Performance

Learning outcomes: L01, L03
Week 10
Seminar

Pitching your Start Up

Learning outcomes: L01, L02, L05
Week 11
Seminar

Dealing with Failure and Operating Sustainably

Learning outcomes: L01
Week 12
Seminar

Student Pitch Presentations

Students will pitch their Start Ups to the class during this time

Learning outcomes: L01, L02, L05
Week 13
Seminar

Student Pitch Presentations

Students will pitch their Start-Ups to the class during this time

Learning outcomes: L01, L02, L05
Learning resources
Policies and procedures

Policies and procedures

University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:

Learn more about UQ policies on my.UQ and the Policy and Procedure Library.

Learning activities