Summer School in Heilbronn, Germany European Tourism Networks (3 credits) May 15 June 2, 2017 Prof. Dr. Christian Buer
1. YOUR INSTRUCTOR Prof. Dr. Christian Buer graduated at the University of St. Gallen (Hochschule St. Gallen HSG) in 1992 in Business Administration. His first profession was the position of Project Manager within the Steigenberger Consulting GmbH where he was in the team working for feasibility studies, developments and founded the department for new media and tourism information and computer reservation system. Within his activities at Steigenberger Consulting Prof. Dr. Buer gathered a wide range of knowledge from the lodging and tourism industry (e. g. Steigenberger Hotels, SRS World Hotels, Deutsche Telekom, Lufthansa Systems). During his profession with Steigenberger Consulting GmbH (1995-1997) Prof. Dr. Buer wrote his PhD with Prof. Dr. Claude Kaspar at the University of St. Gallen. The thesis title: Development of an integral management system in the hotel die importance of the defining of information needed, the gaining process and the selection for a system of leadership in a integral hotel. In June 1998 his career brought Prof. Dr. Buer as Group Director Marketing Services & Development to the Joint Venture of Arabella Sheraton (today Starwood Hotels & Resorts). In this position he was responsible for the development department (take-over, acquisition, negotiation of contracts) and the group marketing respectively the single asset marketing. Prof. Dr. Christian Buer took his next position on January 1st, 2000 as Managing Director within the FUNDUS Hotelentwicklungs- und Verwaltungs GmbH. He took over the responsibility for all hotel activities of the FUNDUS Group. He managed the hotel developments which are the most famous ones were the Hotel Adlon in Berlin, Grand Hotel Heiligendamm, Renaissance in Atlanta and the Quellenhof in Aachen. Since 2004 Prof. Dr. Buer was appointed to the chair for Hotel Real Estate & Financing at the Heilbronn University (Germany) Prof. Dr. Buer teaches beside the general terms of business administration and tourism companies, especially hotels. Between December 2006 and October 2009 Prof. Dr. Buer took over the position as Dean for the service oriented faculty for international business. Since 2016 he has been elected as Vice-Dean for the faculty for international business. As consultant Prof. Dr. Buer at his own consulting company Nemis he gives advice to developer, financer, real estate experts especially for hotels and leisure properties. In addition Prof. Dr. Buer takes activity for development in hotels. Prof. Dr. Buer founded in 2006 the European Institute of Hospitality Sciences Heilbronn focusing the research in the field of tourism, leisure, lodging and catering. He is a member of the Travel Industry Club (TIC) and is the Advisor for Sciences.. Prof. Buer is member of the Association of Hotel Directors in Germany (HDV) and is active in the strategic advisory board of Education & Development Prof. Buer is chairman of the Heilbronn Hospitality Symposium Heilbronn, den 16.12.2016 Prof. Dr. Christian Buer Hochschule Heilbronn Max-Planck-Str. 39 D-74081 Heilbronn Phone: +49 7131 504-221 Email: christian.buer@hs-heilbronn.de Website: www.drbuer.com
2. INTRODUCTION & COURSE OBJECTIVES Integration into the Study Concept The study concept of the Summer School is a program offering six transferrable North American credits. The module European Tourism Networks has a value of 3 North American credit points. The overall time allocated per student covers approximately 90 working hours including preparation, self study time, learning and contact lessons as well as the assignment. The study of International Networks helps managers improve their strategies by: Understanding networks and its benefits Understanding the aspects of networks and relationships marketing Integrating international aspects into the network theory Understanding networking in the form of franchising as distribution and expansion strategy for tourism-related services (e. g. hotels, restaurant, travel agencies) Applying network theory in practice in the form of case studies Understanding these issues involves qualitative and quantitative research of international cases. By attending the lectures, reading the assigned materials and participating in discussions, students will have the opportunity to develop a basic understanding of the benefits of networks in general, but especially in tourism and its supplier industry like hotels, restaurant, travel agents. The students will understand the impact of network strategy on company strategy and their development respectively expansion goals. Objectives Once the students have followed this course, they should well know the benefits of networks in general and especially in tourism and hospitality industry. Furthermore, they will know networks and its integration of networks in practice. Discussions will lead students from simple networks to more integrated cooperation to mergers and to industrial clusters and their organisations. The following objectives are addressed in this course: Define and understand networks Understand the strategy impact of networks Understand tourism development and is life cycle in relation to product life cycles and their influence on network aspects Understand the stage of national competitive development in terms of expansion strategy and tourism area life cycle Understand tourism networks as a part of service marketing and relationship marketing Build customer loyalty through networks Control network activities through quality management Understand the benefits of industry clusters Understand the aspects of sustainability in the European tourism & hospitality industry Understand the influence of intercultural management in the European tourism & hospitality industry
3. COURSE OVERVIEW Lecture Topics Definition of networks Integration of networks in strategy and development Development of networks based on trading theory Product life cycle and tourism area life cycle to understand service marketing Relationship marketing and its impact on networks Networks and brand development in the European hospitality industry Distribution channels: franchise as network strategy for the hospitality industry. Understanding sustainability as part of networking Understanding the influence of intercultural management to tourism management and its networking activities Midterm Case Study Students will prepare in a group of 2-4 persons and present the following cases. Case 1: Starwood Hotels & Resorts Worldwide Analysis of Expansion Strategy of Starwood Worldwide and their focus on European Market. How did they expand in Europe and how will they expand in the future. Please focus on the investors Relation of Starwood Hotels & Resorts Worldwide and focus on their expansion strategy in Europe. Based on your analysis, prepare your recommendation for an expansion strategy. Case 2: Marriott Hotels & Resorts Analyse of Expansion Strategy of Marriott Hotels & Resorts and their focus on European Market. How did they expand in Europe and how will they expand in the future. Please focus on the Investors Relation of Marriott Hotels & Resorts and focus on their expansion strategy in Europe. Based on your analysis, prepare your recommendation for an expansion strategy. Evaluation The assessment for this course is designed to evaluate each student's: Understanding of the lectures, case studies and reading materials Ability to practically apply knowledge to the tourism industry, incl. excursion Capability to undertake independent research on strategic business development and to derive and explain successful business models Skills in assessing the appropriateness of business models in specific situations The evaluation of the course is split into two assessments: group work for preparation for case studies, counting for 30% of the mark and a final exam counting for 70% of the mark (total points given 100). The exam is structured as open book exam.
4. LITERATURE Recommended Literature Page, Stephen J.: Tourism Mangement, Managing the Change, 2nd Edition, Butterworth- Heinemann, 2007 Scott, Noel, Baggio, Rodolfo, Cooper, Chris: Network Analysis and Tourism, From Theory to Practice, Channel View Publications, 2008 Cooper, Chris, Hall, Michael C.: Contemporary Tourism and International Approach, Butterworth-Heinemann, 2008 Kotler, Philip, Bowen, John T., Makens, James C.: Marketing for Hospitality and Tourism, 4th Edition, Pearson Prentice Hall, 2005 Further selected books will be provided in Moodle as PDF-Files.