Strategic Planning of Hospitality Businesses

Concept of strategy. Levels of strategy. PESTLE environmental analysis model. SWOT analysis in hospitality businesses. Competitive advantage. Strategic position and strategic choices. Strategy development processes. Strategy exploration model. Balanced Scorecard. Competitive environment analysis in business. Economic crisis and strategic planning of the enterprise. Competitive strategy. Corporate strategy and differentiation. International strategy. Strategic planning using simulation techniques. Decision-making. Quality strategy. Strategy evaluation. Case studies from Greek and international practice.

Upon successful completion of the course, the student will be able to:

• understand the basic concepts and parameters and the importance of business strategy and policy
• understand that strategy concerns all businesses/organizations as a whole and not just part of them or their senior executives
• recognize and analyze the parameters of the internal and external environment of the business that influence the formation of its strategy.
• set strategic goals and select the means and procedures for their effective achievement
• develop and apply the balanced scorecard in businesses
• apply SWOT analysis and design strategies
• design strategies for businesses using modern business management techniques

Week 1: Introduction to Strategic Management

Week 2: Analysis of the Internal Business Environment

Week 3: Analysis of the External Business Environment

Week 4: PEST Analysis and Porter's 5 Forces Model

Week 5: SWOT Analysis and Strategy Planning

Week 6: Balanced Scorecard

Week 7: Strategic Business Planning Using Multi-Criteria Analysis Techniques

Week 8: Strategic Business Planning Using Simulation Techniques

Week 9: Redesigning Business Processes Using Process Mining Techniques

Week 10: International Strategy

Week 11: Strategic Control and Corporate Governance

Week 12th: Decision Analysis in Tourism

Week 13th: Case Studies for Business Strategy and Decision Making

Main text

Dess, G. G., McNamara, G., Eisner, A. B., & Lee, S.-H. (2024). Strategic Management: Theories and Applications (11th Edition), Tziola Publications, Thessaloniki [in greek]

Supplementary texts

Papadakis B. (2016), Business Strategy: Greek & International Experience, Volume A, Edition 7', Benou Publications, Athens [in greek].
Johnson, G., Whittington, R., Scholes, K. (2017). Strategic Exploration: Texts and Cases, Broken Hill Publishers, Athens [in greek].
Hill, C. W. L., Jones, G. R., & Schilling, M. A. (2020). Strategic Management: Theory and Cases, Kritiki Publications, Athens [in greek].
Thompson, A. A., Peteraf, M. A., Gamble, J. E., & Strickland, A. J. (2019). Strategic Management: Theory and Practice, Tziola Publications, Thessaloniki [in greek].

• Autonomous Work
• Searching, analyzing and synthesizing data and information, using the necessary technologies
• Adapting to new situations
• Making decisions
• Working in an interdisciplinary environment
• Generating new research ideas

Learning process support through the electronic platform e-class [course link]
Use of the zoom platform for distance lectures.
Use of Visual Paradigm software for the design of the models taught in the course.

100% Written final exam that includes:

- Short answer questions

- Case Study

The evaluation criteria are made known to students at the beginning of the course.