Creating Market Value

Associate Professor Sandro Formica, PhD
Temple University, USA
28-31 October 2008

'An enriching experience, leaving me with an absolute competitive advantage.”
-Lynne McVicar, General Manager, Mercure Grand Hotel St Moritz Queenstown

“This specialised content is fantastic; previously we have had to rely on executive training of a generic nature that has been very difficult to relate back to the industry.”
- Michael Jane, Front Office Manager, Copthorne Hotel Commodore

Course Description

Exceptional hospitality executives increase the value of their businesses by using a system which consistently creates future oriented competitive methods. This course offers a system to increase the market value of the business and that of its executives. In recent years, hospitality executives have been forced to adapt their strategies in the face of the radical changes in their environment. War, terrorism, political upheaval, the spread of infectious diseases, airline restructuring and the advancement and use of technology are just a few of the developments that are having a profound impact on hotels' and destinations' performance around the world. Anticipating and responding to these events and trends will require new skills and better strategic thinking.

A deeper understanding of the relationships between businesses and their environments enables hospitality executives to develop high value strategies and to allocate resources towards the creation and maintenance of future-oriented skills and competencies. The objective of this course is to provide participants with the necessary tools to act strategically and to minimize future threats and take advantage of future opportunities. The overall emphasis of the module is the formation and delivery of value through strategic market choices

Who is the course designed for?

This course is designed for executives and general managers in the tourism and hotel industries.

Benefits

This course provides participants with a system to maximise their future business performance. The goal of this module is the development of a strategic thought process that will result in swifter, more effective management of the difficulties the participants will inevitably encounter in the business world. Companies that have applied this system have consistently improved their market value, financial performance and cash flow.

Objectives

The objective of this course is to stimulate thinking and creativity in the use of marketing and management tools. Tourism and hospitality executives will be able to develop strategies and plans as a response to current and future forces in the business environment with the objective of achieving a sustainable competitive advantage.

On completion of this module successful participants will be able to:

Develop an effective thought process to analyse the environment in which a hospitality business operates and its relationship to the strategic management function
Develop a value-added approach to the process of strategic management
Utilise the concept of the co-alignment principle in determining the added value of a strategy
Use analytical tools which enable managers to make more effective decisions based on subjective and objective evidence and to implement problem-solving management strategies
Prepare and defend an analysis of a business and formulate a strategy based on the co-alignment principle

Course Content

The present module is designed to develop a strategic thinking process and to offer practical tools regarding value creation methods and competencies. A major component of the module involves Interactive Workshops and Visioning the Future exercises to assist in identifying changes which are likely to impact upon the hospitality management business process in the near future.

The underlying objective of the interactive sessions is to develop foresight associated with the major forces driving change in the hospitality industry and to develop easy-to-use strategies to increase competitiveness. The goals of each Think Tank session are:

To identify the major forces driving change in today's hospitality industry
To predict the timing and evolution of these forces
To determine their impact upon the industry at large
To formulate and implement value adding competitive methods
To allocate resources to support the competitive methods generating the greatest value

Guest Presenter

Sandro has more than 20 years of experience in the tourism / hospitality industry, including the opening and general management of first-class historical hotels and the development of feasibility studies and marketing plans for hospitality facilities and conference centres. He has provided consulting and executive education services to global hotel corporations including Accor, Intercontinental and Crowne Plaza Holiday Inns; coordinated trans-national European Union projects in hospitality and tourism and conducted ‘Think Tanks' with leading hospitality decision-makers in Italy, Mexico, Spain, Switzerland and the United States.

Sandro's primary research interests involve strategic marketing and planning in hospitality and tourism. He has authored the first international hypertext in tourism, marketing and communication and a treatise on hospitality law. He has published over fifty articles in peer refereed international academic journals, conference proceedings and trade journals. Sandro received his Juris Doctor from the University of Perugia, Italy and a PhD in Hospitality and Tourism Management from Virginia Polytechnic Institute and State University.

Fee

The fee is NZ$ 3,350 plus GST. This includes course materials, refreshments, lunches, a class dinner and a cocktail welcome the night before the course commences.

To REGISTER

Download, complete and return the registration form [PDF DOWNLOAD 614KB], or contact us for further information.