3. Contents
Welcome ......................................................................................................................................... 5
Welcome ........................................................................................................................ 5
Teaching staff ................................................................................................................. 6
Where to get help....................................................................................................................... 7
School enquiries ............................................................................................................. 7
Student liaison team ....................................................................................................... 7
IT&TS helpdesk ............................................................................................................. 7
Academic Skills Development Unit ............................................................................... 7
Student Services ............................................................................................................. 7
Library ............................................................................................................................ 7
About this unit .............................................................................................................................. 8
Learning support ............................................................................................................ 8
MySCU........................................................................................................................... 8
Unit statement............................................................................................................................ 10
Description ................................................................................................................... 10
Aims ............................................................................................................................. 10
Objectives ..................................................................................................................... 11
Graduate attributes ....................................................................................................... 11
Handbook entry ............................................................................................................ 11
Syllabus ........................................................................................................................ 11
Prescribed texts and materials ...................................................................................... 12
Recommended reference materials .............................................................................. 12
Student assessment requirements ................................................................................. 12
Mode of delivery .......................................................................................................... 13
Student academic integrity ........................................................................................... 13
Student feedback .......................................................................................................... 13
Assessment details.................................................................................................................. 14
Assignment 1: Reflecting on self as an entrepreneur ................................................... 14
Assignment 2: Opportunity analysis report – Part 1 .................................................... 15
Assignment 3: Opportunity analysis report – Part 2 .................................................... 16
Assignment 4: Opportunity analysis report – Part 3 .................................................... 16
3
4. 4 MNG00427 – Entrepreneurship in Tourism and Hospitality
Assignment 5: Opportunity analysis report – Part 4 .................................................... 17
Assignment 6: Opportunity analysis report – Part 5 .................................................... 17
Assignment 7: Opportunity analysis report – Part 6 .................................................... 18
Census dates ................................................................................................................. 18
Grades........................................................................................................................... 19
Plagiarism ..................................................................................................................... 20
Referencing .................................................................................................................. 20
Suggested study timetable .................................................................................................. 21
5. Welcome
Welcome
Welcome to MNG00427 Entrepreneurship in Tourism and Hospitality.
New enterprise creation and innovation are critical to economic development
and provide opportunities for individuals to enjoy the rewards and challenges of
entrepreneurship. Opportunities for entrepreneurship abound in many tourism and
hospitality industries. Especially in those sectors that are newly emerging, the small
organisational size, visionary leadership, risk-taking, flexibility and innovation of
entrepreneurial organisations provide greater competitive advantages than the massive
resources, established control systems and economies of scale of large bureaucracies.
Central to the process of entrepreneurship is, of course, the entrepreneur. As well
as having the capacity and desire to recognise opportunities for innovation, the
entrepreneur needs also to manage the myriad of activities required to turn an idea
into a successful business venture, and to then manage that venture through start-
up and growth. This requires not only a range of entrepreneurial and management
skills, but also necessitates attention to the appropriate organisational resources and
environmental factors.
In this unit, our focus is primarily on three key components in the entrepreneurial
process – the entrepreneur, the entrepreneurial organisation and its resources, and the
environment in which the organisation operates. While we cover a diversity of topics,
from personal, sociological and environmental influences on entrepreneurship, to
creating a new venture, through to managing it from start-up through growth, these
three key components remain central.
You may be studying this unit to assess your own capabilities for entrepreneurship, to
launch your own venture or to improve your capabilities for nurturing and managing
innovation in established organisations. Whatever your purpose, we hope that you find
this unit stimulating, informative and rewarding.
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6. 6 MNG00427 – Entrepreneurship in Tourism and Hospitality
Teaching staff
Unit assessor
Roberta Querin
Location: Lismore campus
Phone: + 61 2 6626 9427
Email: roberta.querin@scu.edu.au
8. About this unit
Learning support
Library
The Library promotes student learning and ensures easy access to information
resources, providing a full range of library and audiovisual services, and trained
professional staff to assist students to become independent learners.
The main Library is located at the Lismore campus. Libraries are also located at the
Coffs Harbour campus and the Gold Coast Beachside campus. You will find contact
information for the Library in the ‘Where to get help’ section of this guide.
Academic Skills Development Unit
The Academic Skills Development Unit at Southern Cross University provides
educational support to students, staff and the University as a whole. Its members
provide a range of study assistance materials and one-on-one advice to assist you
to complete your studies. You will find contact information for the Academic Skills
Development Unit in the ‘Where to get help’ section of this guide.
MySCU
Your unit assessor may have requested an online component to be set up on MySCU
to support this unit for the duration of the study period.
To check if this unit has an online component you should check the following location
in your browser:
http://study.scu.edu.au
This opens the MySCU student intranet page. The names of units in which you are
currently enrolled that have an online presence will be listed here under ‘Learning
Sites’.
If your unit is not listed under ‘Learning Sites’ and you have been instructed by
your lecturer to access the online site, please check your enrolment status through
MyEnrolment. If you do not appear to be enrolled in that unit, either enrol in that unit
or email a variation request to Student Services:
enrol@scu.edu.au
If you are enrolled in that unit but cannot access the online site send an email to:
helpdesk@scu.edu.au
8
9. MNG00427 – Unit Information 9
Elluminate Live!
Your unit assessor may choose to use Elluminate Live! in this unit. Elluminate Live!
is web-based audio-conferencing software for real-time collaboration; a mix of a
teletutorial and virtual classroom with additional features. You can find out more by
clicking the ‘Elluminate Live! Help’ button within your MySCU unit, or go to:
http://www.scu.edu.au/elluminate
10. Unit statement
Southern Cross University
School of Tourism and Hospitality Management
Description
Unit title: Entrepreneurship in Tourism and Hospitality
Unit code: MNG00427
Undergraduate, postgraduate: Undergraduate
Prerequisites: Nil
Corequisites: Nil
Antirequisites: Nil
Other enrolment conditions
& requirements: Nil
Student Services enrolment
category: Internal/external
Graded/ungraded: Graded
Field of education: 080301 Business Management
Credit points: 12
Aims
This unit examines entrepreneurship, new venture creation and innovation in
tourism and hospitality industries. It aims to equip students with knowledge, skills
and conceptual frameworks that assist in recognising and assessing inputs to the
entrepreneurial process, in planning and creating a new venture, and in managing it
successfully through establishment and growth.
10
11. MNG00427 – Unit Information 11
Objectives
On completion of this unit, students should be able to:
1. describe and apply theories of entrepreneurial activities and processes
2. discuss personal, sociological and environmental antecedents to the
entrepreneurial process
3. analyse the role of opportunity recognition, innovation and creativity in the
entrepreneurial process
4. critically analyse a business start-up in the light of entrepreneurial theory
5. identify contemporary entrepreneurship issues including pertinent financial and
legal issues in the pre start-up phase of venture creation.
Graduate attributes
In this unit you will be assessed towards your attainment of the following graduate
attributes, as identified by the School of Tourism and Hospitality Management:
1. demonstrate a commitment to excellence in all scholarly and intellectual activities
2. demonstrate the awareness of the cultural, environmental and economic impacts
of tourism and hospitality management
3. be lifelong independent learners, reflective in practice, and information literate
4. be creative, strategic and critical thinkers with highly developed problem-solving
skills.
In particular, this unit will help students to develop the following skills and values:
• report writing
• finance and numeracy
• critical analysis
• independent learning
• critical thinking.
Handbook entry
Explores the entrepreneurial processes in the context of tourism and hospitality
industries. Using an entrepreneurial idea, students will apply problem solving and
decision making for strategic and general management of entrepreneurial ventures.
Syllabus
1. Perspectives on entrepreneurship
2. Personal and sociological influences on entrepreneurship
3. Environmental influences on entrepreneurship
4. Opportunity recognition and evaluation
5. Planning the new venture
6. Legal and financial issues during start-up
7. Entry strategies for the new venture
8. Franchising
9. General management in the entrepreneurial venture.
12. 12 MNG00427 – Entrepreneurship in Tourism and Hospitality
Prescribed texts and materials
Schaper, M, Volery, T, Weber, P & Lewis, K 2011, Entrepreneurship and Small
Business, 3rd Asia–Pacific edn, John Wiley and Sons, Australia.
Recommended reference materials
Katz, J & Green, R 2009, Entrepreneurial Small Business, 2nd edn, McGraw-Hill
Irwin, New York.
Kuratko, DF & Hodgetts, RM 2007, Entrepreneurship: Theory, Process and Practice,
7th edn, Thompson.
Mariotti, S & Glackin, C 2010, Entrepreneurship, 2nd edn, Pearson Education Inc.,
New Jersey.
Scarborough, NM 2012, Effective Small Business Management: An Entrepreneurial
Approach, 10th edn, Pearson Education Inc., New Jersey.
Westhead, P, Wright, M & McElwee, G 2011, Entrepreneurship: Perspective and
Cases, Prentice Hall, England.
Student assessment requirements
Task Unit Graduate Weighting Week due
objectives attributes %
assessed assessed
Reflecting on self 1–2 1–4 25% Week 4
Opportunity analysis
3 1, 3, 4 10% Week 5
report Part 1
Opportunity analysis
1–4 1, 3, 4 15% Week 7
report Part 2
Opportunity analysis
2–4 2, 3 15% Week 9
report Part 3
Opportunity analysis
2–4 4, 5 10% Week 10
report Part 4
Opportunity analysis
2–4 4, 5 10% Week 11
report Part 5
Opportunity analysis
2–4 2–5 15% Week 12
report Part 6
Students must keep copies of work submitted.
This is a graded unit and grades shall be awarded as detailed in Rule 3.8 of the
University’s Rules Relating to Awards.
In order to achieve a passing grade in this unit you must obtain a minimum score of
50% of the total assessment marks for the unit. The criteria upon which performance
in the assessment tasks is judged will be made available to students during the first
week of the study period.
All assessment tasks submitted during the study period will normally be marked
and returned within two weeks of the required date of submission (provided that the
assessment materials have been submitted by the due date). At the discretion of the
Head of School, or nominee, a penalty will normally be applied for the late submission
of assignments without special consideration approval. The nature of this penalty will
be notified with the requirements for each assessment task.
13. MNG00427 – Unit Information 13
Mode of delivery
This unit will be delivered on campus and externally. On-campus teaching will consist
of a weekly three-hour lecture/workshop. The unit has been designed to ensure that all
cohorts have access to all learning materials (print, online, CD-ROM, A/V) and that all
cohorts studying in the same teaching period interact as one community of learners in
the MySCU discussion forums.
Student academic integrity
It is a University requirement that a student’s work complies with the Academic
Policy, Chapter 4.20 on Student Academic Integrity. It is a student’s responsibility
to be familiar with the Policy. Failure to comply with the Policy can have severe
consequences in the form of University sanctions. For information on this Policy
please refer to Chapter 4.20 on Student Academic Integrity at the following website:
http://www.scu.edu.au/governance/academicboard/policy/
under ‘Student Values and Rights’.
As part of a University initiative to support the development of academic integrity,
assessments may be checked for plagiarism, including through an electronic system,
either internally or by a plagiarism checking service, and be held for future checking
and matching purposes.
Student feedback
Students are encouraged to complete the online student feedback on learning and
teaching survey. This is offered for all units in every study period.
14. Assessment details
Assignment due dates and the examination period provided here apply to the
Australian study period. These may be varied for students studying elsewhere. Please
confirm dates with your local tutor.
Assignment 1: Reflecting on self as an entrepreneur
Due: Week 4
Length: 1500 words
Weighting: 25%
General instructions
Personal, sociological and environmental antecedents have been identified in the
entrepreneurial process. You are to find an article on an Australian entrepreneur
in a tourism or hospitality business that discusses your entrepreneur’s personal,
sociological and environmental antecedents. This article could range from a small
business owner-manager to a high profile entrepreneur.
In this task, students will read, reflect and analyse literature based on an entrepreneur.
Students will consider their own current skill set and, with the assistance of the
literature, determine how their skill set matches departs from the requirements for
entrepreneurial activity. By reflecting on the literature, students will have the basis of
the knowledge necessary to know what are the characteristics of an entrepreneur and
secondly how the student is differentiated from the established entrepreneur.
Task
• Provide a brief background to the chosen entrepreneur. In what ways is he/she an
entrepreneur?
• With reference to theory, explain how a selection of the personal, sociological
and/or environmental issues has influenced your entrepreneur’s career.
• Reflect on yourself. Analyse the similarities/difference between you and the
entrepreneur you have studied. This task may be better completed in a chart form.
Chart your own strengths and weaknesses, and then what you perceive to be the
strengths and weaknesses of the chosen entrepreneur.
• Do you consider you have entrepreneurial strengths? Discuss how you might
skill yourself to change yourself into an entrepreneur. If you feel you are
entrepreneurial, explain these strengths and give examples of where you have
demonstrated these strengths.
Marking criteria
• Relevant background information
• Demonstrated understanding of relevant theory with appropriate referencing
• Application of theory and link to practice
• Reflecting on self with entrepreneur
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15. MNG00427 – Unit Information 15
• Charting strengths and weaknesses
• How to up-skill to change the weaknesses
• Professional presentation including introduction and conclusion.
Assignment 2: Opportunity analysis report – Part 1
The entrepreneurial process involves all functions activities and actions
associated with perceiving opportunities.
(Zacharakis 2008)
Due: Week 5
Length: 2–3 pages
Weighting: 10%
General instructions
With reference to Reading 4.2 you are to prepare an opportunity analysis report for a
new tourism or hospitality venture that is innovative and builds on a clearly identified
opportunity. The opportunity analysis report has four sections: (1) a description of
the idea and its competition; (2) an assessment of the market for the idea; (3) an
assessment of the entrepreneur and the team; and (4) a discussion of the steps needed
to make the idea the basis for a viable business venture.
You are to complete section 1 of the opportunity analysis report.
Task
The first stage of the opportunity analysis report should include, but need not be
limited to, the following components:
• a description of the venture and location, including why it is innovative
• site layout/menu lists/prices charged for services and discuss how you have come
to arrive at these prices
• an analysis of competitors
• a SWOT analysis.
Marking criteria
• Evidence of innovation or creativity
• Critical analysis of competition
• Ability to identify the elements of a SWOT analysis
• Ability to apply theoretical concepts to a specific venture
• In-text referencing and reference list using Harvard referencing system.
16. 16 MNG00427 – Entrepreneurship in Tourism and Hospitality
Assignment 3: Opportunity analysis report – Part 2
Due: Week 7
Length: 2–3 pages
Weighting: 15%
General instructions
This is a continuation from the assessment in Part 1 so with reference to the
information in Part 1 regarding the opportunity analysis report, complete the second
stage of the OAR – an assessment of the market for the idea. You may like to use the
tables placed on MySCU under Unit Documents to complete this assessment.
Task
The second stage of the opportunity analysis report is to prepare an assessment of
the market for your idea in Part 1 and should include, but need not be limited to, the
following components:
• identify your target market and detail how you have come to select the chosen
market
• an industry and a market analysis, showing evidence and findings of detailed
market research (secondary and/or primary) which would support the feasibility
of the business; a sample outline of these tables is provided in Unit Documents
• in-text referencing and reference list using Harvard referencing system.
Marking criteria
• Identifies target market and gives reasons
• Industry and market analysis
• Research methods used
• Professional presentation
• Referencing and referencing list.
Assignment 4: Opportunity analysis report – Part 3
Due: Week 9
Length: 2–3 pages
Weighting: 15%
General instructions
Although Reading 4.2 does not include a marketing plan, you are to prepare a
marketing plan for your business idea that will cover your first year of operation.
Your industry and market analysis should have given you information of your target
customers, so in this section you need to work on how you plan to reach these
customers. What form of advertising, selling and promotion will you do?
Task
Your marketing plan should incorporate all aspects of your product/service and how
you will reach your target market.
17. MNG00427 – Unit Information 17
Marking criteria
• Ability to identify aspects of the marketing plan
• Marketing mix
• Accurate cost allocation for each marketing segment
• Professional presentation
• Referencing and referencing list.
Assignment 5: Opportunity analysis report – Part 4
Due: Week 10
Length: 2 pages
Weighting: 10%
General instructions
The third stage of the opportunity analysis report is to assess the entrepreneur and the
team. See Reading 4.2 and complete your team assessment.
Task
Complete a HR Plan for your new venture. You should include: experience, award
categories and pay rates.
Marking criteria
• Ability to identify correct staffing needs
• Identifies correct Award categories
• Accurate cost allocation for each team member
• Professional presentation
• Referencing and referencing list.
Assignment 6: Opportunity analysis report – Part 5
Due: Week 11
Length: 2 pages
Weighting: 10%
General instructions
The final stage of the opportunity analysis report is to assess the steps needed to make
your new venture operational and viable. See Reading 4.2.
Task
Complete the steps needed for your new venture to be operational. You should include
set-up costs for your venture including all equipment needs, and a timeframe of when
these will be purchased, and also produce the first year’s profit and loss.
18. 18 MNG00427 – Entrepreneurship in Tourism and Hospitality
Marking criteria
• Ability to identify relevant equipment needs
• Identifies realistic costs
• Profit and loss presentation
• Identifies time frame
• Professional presentation
• Referencing and referencing list.
Assignment 7: Opportunity analysis report – Part 6
Due: Week 12
Length: 15 pages approximately
Weighting: 15%
General instructions
Up to this stage you have prepared all steps to produce the opportunity analysis report
for your new venture. With the feedback provided to you in the previous sections,
present all assessments into one document with any amendments made.
Task
Produce the complete opportunity analysis report for your new venture incorporating
all prior assessments.
Marking criteria
• Professional report presentation including executive summary, introduction and
conclusion
• Ability to apply theoretical concepts to a specific venture
• In-text referencing and reference list using Harvard referencing system.
Census dates
The census date is the day upon which your enrolment for the study period becomes
fixed. You cannot enrol or withdraw from units after census date without significant
academic and/or financial penalties. If you are using the FEE-Help or HECS-Help
Government loan schemes, your debt for the study period is deferred on census date.
You will need to go to My Enrolment at http://www.scu.edu.au/myenrolment to check
your census dates. Select ‘Current Enrolment including Census date’ from the menu
item called ‘My Study Plans’. Each unit in which you are enrolled will be displayed
with its census date clearly identified.
19. MNG00427 – Unit Information 19
Grades
Students who complete a unit will receive one of the following grades:
• Fail
• Absent Fail
• Satisfied Requirements (where used)
• Pass
• Credit
• Distinction
• High Distinction.
Student grades are determined by applying the following grading standards in
combination with specific marking criteria for each assessment item.
Note: Marks may be subject to moderating adjustments.
Grading standards
Fail: The student’s performance fails to satisfy the learning requirements specified.
Absent Fail: The student fails to submit all assessment items and is deemed to have
abandoned studies.
Satisfied Requirements (where used): The student’s performance satisfies all of the
basic learning requirements specified.
Pass: The student’s performance satisfies all of the basic learning requirements
specified and provides a sound basis for proceeding to higher-level studies in
the subject area. The student’s performance could be described as satisfactory
or adequate or competent or capable in relation to the learning requirements
specified.
Credit: The student’s performance, in addition to satisfying all of the basic learning
requirements specified, demonstrates insight and ability in researching, analysing
and applying relevant skills and concepts. The student’s performance could
be described as better than satisfactory or adequate or competent or capable in
relation to the learning requirements specified.
Distinction: The student’s performance, in addition to satisfying all of the basic
learning requirements, demonstrates distinctive insight and ability in researching,
analysing and applying relevant skills and concepts, and shows a well-developed
ability to synthesise, integrate and evaluate knowledge. The student’s performance
could be described as distinguished in relation to the learning requirements
specified.
High Distinction: The student’s performance, in addition to satisfying all of the basic
learning requirements, demonstrates distinctive insight and ability in researching,
analysing and applying relevant skills and concepts, and shows exceptional ability
to synthesise, integrate and evaluate knowledge. The student’s performance could
be described as outstanding in relation to the learning requirements specified.
20. 20 MNG00427 – Entrepreneurship in Tourism and Hospitality
Plagiarism
Plagiarism is defined as reproduction and presentation of the work of others without
acknowledgment and includes copying (in whole or in part) the work or data of other
persons, or presenting substantial extracts from books, articles, theses, computer
software, lecture notes, assignments or tapes, without due acknowledgment.
All forms of plagiarism and unauthorised collusion are regarded as a serious offence
by Southern Cross University and could result in penalties, including fail grades
and possible disciplinary action. For further details see General Rules: 3.17 in the
University Handbook at:
http://www.scu.edu.au/docs/handbook
If in doubt, please consult with the unit assessor for further information.
All students are advised against making assessable material (e.g. assignments)
available to other students, as they could then be a party to plagiarism and may be
penalised as if they themselves had committed an act of plagiarism.
Referencing
A number of referencing systems are used across the University. You should check
with your lecturer regarding the referencing system to be used for this unit. You will
find examples of the different types of systems on the Academic Skills Information
Guides section of the Academic Skills Development Unit website:
http://www.scu.edu.au/academicskills/index.php/dds
21. Suggested study timetable
This timetable applies to the Australian study period.
It may be varied for students studying elsewhere. Please confirm dates with your local tutor.
Week/ Topic
Topic Notes
commencing no.
1
1 Perspectives on entrepreneurship
20 February
2 Personal and sociological influences on
2
27 February entrepreneurship
3 Environmental influences on
3
5 March entrepreneurship
4
4 Opportunity recognition and evaluation Assignment 1 due
12 March
5
5 Planning the new venture Assignment 2 due
19 March
6 Legal and financial issues during
6
26 March start-up
7 Assignment 3 due
2 April Study Week
8 Legal and financial issues during
6
9 April start-up
9
7 Entry strategies for the new venture Assignment 4 due
16 April
10
8 Franchising Assignment 5 due
23 April
11 General management in the
9 Assignment 6 due
30 April entrepreneurial venture
12
Assignment 7 due
7 May
13
14 May
21
