TM9639 - Strategic Management and Entrepreneurship in Tourism and Events

What will I learn on this module?

In this module you will gain a comprehensive understanding of the nature and practice of entrepreneurship and innovation within tourism, hospitality and events. The module will introduce students to the fundamental strategic management principles in tourism, hospitality and events management through a range of industry-based case examples. The module will also reflect on practice and developments in small and medium enterprises, making comparison with operations and practice in larger organisations from a strategic perspective and exploring the entrepreneurial aspects of both. Key themes which you will explore:
The theories and models that guide the development of business strategy for tourism, hospitality and events sector,
The role and nature of individual and collective entrepreneurship and intrapreneurship,
The creative use of entrepreneurship and social innovation,
The role of tourism in responding to developmental opportunities created by societal change and economic necessity,
Sectoral strategies and policy issues within public sector entrepreneurship and place/ regional development.

You will explore the development and operation of the following tourism, hospitality & event products; rural tourism, nature-based tourism, volunteer tourism, event sustainability, creative and heritage attractions, innovation in restaurants and hospitality, and place/regional development. You will evaluate these from a strategic, management, sustainable practice perspective and will draw on the concepts of entrepreneurial activity. This will give you skills and knowledge necessary to develop a career in tourism, events and hospitality and also skills which are transferable to other industries.

Your learning will be supported by a wide range of learning material drawn from academic literature, policy and practice sources and regional, national and international case studies.

How will I learn on this module?

You will have two lectures per week which focus on specific topics and introduce you to the theoretical application behind the management of the topic. The lectures will provide industry examples and you will be critically evaluating operational and strategic practice. You will also have a weekly seminar; this will re-enforce the lecture content and be of a practical, problem solving nature, often working in groups. You will often work with case studies. The module is fast paced and on account of the scale and diversity of the tourism industry, topics areas will be evaluated within current global societal and economic changes. You will learn by undertaking independent study and directed learning on the topics; resources for this will be indicated, and these will support your learning experience.
You will have a formative (practice) assessment in the early weeks of the semester which will greatly assist you through the provision of feedback, to support your final summative assessment.

How will I be supported academically on this module?

Support will be provided to you by a member of academic staff leading the module. Additional academics will contribute to the teaching of the module based on their experience. Support will include feedback from tutors during seminar for small – group based activity. Your module is supported by an e-learning portal, which will house lecture material, seminar activities, assessment details and study support resources. You will be provided with an electronic reading list that comprises of book section, journal articles and industry reports that will contribute to your understanding of the management practices and challenges within international tourism, hospitality and events.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• You will develop a critical understanding of strategic and management practices within the international tourism, hospitality and events industry.
(MLO 1)
• You will engage with and critically appraise the issues faced by the international tourism, hospitality and event industry in relation to both internal and external variables and demonstrate your understanding of these challenges from a managerial perspective. (MLO 2)

Intellectual / Professional skills & abilities:

• You will critically assess strategic and entrepreneurial issues within tourism, hospitality and events based on effective teamwork and be able to present this effectively. (MLO 3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• You will critically evaluate approaches to management practice within the international tourism, hospitality and event industry. (MLO 4)
• You will develop your awareness of cultural and ethical factors influencing the international tourism, hospitality and event industry. (MLO 5)

How will I be assessed?

The main module assessment (100%) will be a final individual report of 3,000 words, that brings together all your new skills and techniques, (MLOs 1-5)

The individual report will assess your understanding of contemporary challenges faced by an organisation within the tourism, hospitality or events industry through the use of a case study.

Formative assessment will also take place during the semester and provide feedback to support the final summative assessment.





Module abstract

Entrepreneurs and entrepreneurship are vitally important to the tourism, hospitality and events industry as key drivers of innovation and economic growth. This module will introduce you to the nature and practice of entrepreneurship and how it operates in different settings, from start-ups and small and medium enterprises (SMEs) to ‘intrapreneurship’ in large organisations. You’ll also have the chance to touch on a
range of topics including rural and nature-based tourism, event sustainability, creative and heritage attractions, and volunteer tourism using a diverse regional, national and international case studies. This will give you both a theoretical and practical grounding in the role that entrepreneurship plays – an ideal start if you’re thinking of a career in the tourism, events and hospitality sector.

Course info

UCAS Code N805

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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