Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This capstone course draws together concepts and processes explored within the Tourism and Event Management major and affords an opportunity for the student to apply these concepts in real-world strategic scenarios. It provides conceptual and practical understanding of strategic management and strategic leadership as they apply in the tourism and events industries.
The course covers key areas that are essential for the effective management of tourism and events, including the strategic contexts and outcomes of tourism and events, strategic planning for tourism and events, and implementing tourism and events strategies. Using scenario planning, students will also be invited to become future-focused and lifelong learners. Finally, students will reflect upon the challenges and opportunities that confront managers and leaders, and consider how decisions and solutions can be reached in the context of legal, ethical and professional guidelines.
Course requirements
Assumed background
As this is a capstone course, it is assumed that students will have completed all level 1 and level 2 courses in the Tourism and Events Majorﾠbefore commencing this course.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
8 units TRVT courses
Incompatible
You can't enrol in this course if you've already completed the following:
(EVNT3005 + TOUR3007)
Course contact
Course staff
Lecturer
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Additional Timetable Information:
Please refer to the learning activities section for a list of course activities. There are no tutorials in the first week of the semester.
Please note: Teaching staff doﾠnotﾠhave 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
This course aims to provide students with an in-depth insight into the strategic management of tourism and events, through developing the skills to evaluate strategies at the destination level as well as at the level of individual tourism and events organisations. The course also aims to help students to develop a future focus, both through scenario planning for tourism and events and through a reflective approach to developing their own leadership skills.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Apply key concepts and processes from the strategic management field to tourism and events organisations.
LO2.
Collaboratively evaluate strategies both at the micro (organisation) level and the macro (destination) level.
LO3.
Undertake scenario planning in the tourism and events context to develop a future focus.
LO4.
Apply an understanding of leadership theories, business practices and related ethics in appraising real world issues and events.
LO5.
Reflect on your own skills and abilities as a future leader in the tourism and events industry.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Presentation |
Assignment 1 Strategic Analysis Presentation
|
30% |
20/08/2024 - 22/08/2024
This assessment will take place during the scheduled tutorial times for this course. |
| Paper/ Report/ Annotation | Assignment 2 Scenario Planning Report | 40% Individual, 2,500 words |
20/09/2024 4:00 pm |
| Reflection | Assignment 3 Reflective Leadership | 30% Individual, 1500-2000 words |
25/10/2024 4:00 pm |
Assessment details
Assignment 1 Strategic Analysis Presentation
- Team or group-based
- Mode
- Activity/ Performance
- Category
- Presentation
- Weight
- 30%
- Due date
20/08/2024 - 22/08/2024
This assessment will take place during the scheduled tutorial times for this course.
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L01, L02
Task description
BEDA (Brisbane Economic Development Agency) is the destination marketing organisation (DMO) for Brisbane. Conduct and present a strategic analysis of the micro internal and macro external operating environment for Brisbane as a tourist destination, including strategic recommendations for success in the current environment.
Presentation: Present the analysis and recommendations in class, with feedback provided by classmates in hypothetical roles as the senior management of the tourism or event organisation Maximum 15 minutes per group.
Peer Assessment Factor for this assessment: Conducted online, at the conclusion of all presentations (% fulfilment of individual role x actual mark awarded to group)
Please Note: The presentation will be recorded for marking purposes.
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.
Assignment 2 Scenario Planning Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40% Individual, 2,500 words
- Due date
20/09/2024 4:00 pm
- Learning outcomes
- L03, L04
Task description
For this report you will receive a brief scenario of what the travel and tourism industry might look like in 2032, when Brisbane will be hosting the Olympic and Paralympic Games.
Propose a present-day strategy for Brisbane as a tourist destination that will allow tourism and events in Brisbane to thrive in this scenario. Include how the strategic recommendations from Assessment 1 need to change.
You should reference the megatrends discussed in this course (technological, economic, societal and environmental changes) in your report.
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.
Assignment 3 Reflective Leadership
- Mode
- Written
- Category
- Reflection
- Weight
- 30% Individual, 1500-2000 words
- Due date
25/10/2024 4:00 pm
- Learning outcomes
- L04, L05
Task description
In Weeks 1 and 2, you will be asked to reflect on yourself as a leader in the tourism and events industry. Questions to consider include: What kinds of personal goals will you pursue? What kinds of organisational goals will you pursue? This is a formative part of the assessment. This early formative reflection informs the summative Week 13 reflection task, which requires you to reflect on four questions about your future as a leader in the tourism and events industry in 2032:
1. What is your vision for the tourism and/or events industry in 2032?
2. What kinds of leadership goals are you likely to pursue based on this vision?
3. Have there been any changes to how you perceive yourself as a leader since your reflections in Weeks 1 and 2?
4. How do you intend to apply knowledge learnt from this course into your work life?
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.
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+ - |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Supplementary assessment
Supplementary assessment is available for this course.
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.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction and Overview Topics include: introduction to the course, overview of strategic management in tourism and events Learning outcomes: L01 |
Week 2 |
Lecture |
Strategic Context for tourism and events Topics include: environmental scanning; feasibility analyses; making strategic choices |
Tutorial |
Introduction to course Includes: overview of assessment items and contexts; Brisbane 2032 Olympics Masterplan; reflective writing activity Learning outcomes: L01 |
|
Week 3 |
Lecture |
Envisioning the future Topics include: future studies; scenario planning; backcasting Learning outcomes: L03 |
Tutorial |
Environmental scanning Includes: introduction to Brisbane Economic Development Agency; internal and external environmental scanning activity Learning outcomes: L01, L02 |
|
Week 4 |
Lecture |
Megatrends 1 - technological and economic change Topics include: VR/XR; AI; cybersecurity; geopolitics and global financial systems Learning outcomes: L03 |
Tutorial |
Visions of 2032 Includes: what will life and travel be like in 2032 Learning outcomes: L03 |
|
Week 5 |
Lecture |
Megatrends 2 -Societal and environmental change Topics include: population growth; health and ageing; generational change; climate change; carbon footprint Learning outcomes: L03 |
Tutorial |
Assessment 1 - Oral Presentation Learning outcomes: L01, L02 |
|
Week 6 |
Lecture |
Tourists of the future Topics include: smart tourism; virtual tourism; solo travellers Learning outcomes: L03 |
Tutorial |
Scenario planning and backcasting Includes: developing strategic plans for tourism destinations under a future scenario Learning outcomes: L03 |
|
Week 7 |
Case-based learning |
Paris 2024 Olympics and Paralympics Case Study 1 Online case study module examining accessibility and inclusion strategies at the Paris 2024 Olympic and Paralympic Games Learning outcomes: L02 |
Tutorial |
The impact of megatrends Includes: technological, environmental and social change activities Learning outcomes: L03 |
|
Week 8 |
Case-based learning |
Paris 2024 Olympics and Paralympics Case Study 2 Online case study module examining the legacy strategy for the Paris 2024 Olympic and Paralympic Games Learning outcomes: L02 |
Tutorial |
Personalising tourist experiences Includes: customisation and personalisation of airlines, hotels and attractions Learning outcomes: L03 |
|
Week 9 |
Lecture |
Strategic outcomes Topics include: mega-event legacy; urban regeneration Learning outcomes: L01, L02 |
Tutorial |
Event legacy Includes: critical review of past Olympic legacies Learning outcomes: L02 |
|
Mid Sem break |
No student involvement (Breaks, information) |
Mid-Semester break |
Week 10 |
Lecture |
Strategic Leadership Topics include: leadership theories; professionalism & ethics; motivation. Learning outcomes: L04, L05 |
Tutorial |
Know yourself as a leader Includes: self reflection on leadership style Learning outcomes: L05 |
|
Week 11 |
Lecture |
Managing Change Topics include: drivers and contexts for change; change management styles Learning outcomes: L04, L05 |
Tutorial |
Change management in organisations Includes: change management styles and drivers Learning outcomes: L04 |
|
Week 12 |
Lecture |
Culture and communications for leaders Topics include: communication channels; perceptions; organisational culture; cross-cultural communications Learning outcomes: L04, L05 |
Tutorial |
Negotiation and conflict resolution Includes: conflict styles and negotiation activity Learning outcomes: L04 |
|
Week 13 |
Lecture |
Review of Strategic Management in Tourism and Events Learning outcomes: L01, L02, L03, L04, L05 |
Not Timetabled |
Consultations on Assignment 3 Learning outcomes: L04, L05 |
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:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.