ASSESSMENT 2 BRIEF
Subject Code and Title EHL604 Entrepreneurship for Hospitality Leaders
Assessment Individual Case Study
Individual/Group Individual
Length 1,500 words (+/- 10%)
Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Interpret the concept of entrepreneurship and intrapreneurship in the context of the Hospitality industry;
b) Analyse current trends in innovation and disruptive technologies that assist problem-solving in the hospitality industry;
c) Evaluate the current literature on new concept development and start-ups in the hospitality industry.
Submission By 11:55 PM AEST/AEDT/ACST/ACDT Week 5 Sunday
Weighting 30%
Total Marks 100 marks
Task Summary
Assessment 1 is an individual case study that requires students to critically analyse the main topics covered in weeks 2, 3 & 4 of the course. The workshops, power-point slides and learning activities as well as prescribed texts will form the basis of the case study. There will be a large focus on Disruptive Technology, Creativity and forms of innovation, Problem solving with innovation and Exploration of emerging technologies. Several other relevant topics will also inform your knowledge covered by the assessment.
Specifically, students will utilise knowledge in the following areas; The Nature and Importance of Entrepreneurs, Behaviours of the most successful entrepreneurs,
Entrepreneur vs Intrapreneur, Social Entrepreneurship; The Entrepreneurial Process;
Understanding the customer – a hotel guest’s perspective; customer profiling; customer Jobs, Gains and Pains and Customer journey mapping.
The format of the individual case study will be a series of long and short answer questions to encourage students to critically analyse the related course material to date. This will be a take home style case study where students will work individually in their own time. Each question will be designed to test the knowledge and analytical skills of students.
Example
Question – Describe and discuss a current disruptive technology that has recently been used in the hotel industry (100 words).
Please consider the following prompts:
• Why did it become an effective technology in the modern era?
• Why was it adopted?
• What are some associated advantages and disadvantages?
Answer – For some time now, guests have been frustrated with delays for checking in. Long queues and wait times often contribute to guests experiencing poor service and leads to complaints (Frederick, O'Connor, & Kuratko, 2019). Recently, mobile check in and mobile key were invented, and front desk now can simply be available for anyone wishing to use historic methods of in person check in, and other guests can use self-serve for convenience. As most guests have a mobile device to hand this technological advance has become widely adopted by many forward-thinking hotels. Advantages include reduced labour cost and disadvantages are relating to the mobility check in technology cost.
Please refer to the Task Instructions for details on how to complete this task.
Context
As a hospitality leader your role will be to have a working knowledge of entrepreneurial and intrapreneurial characteristics and processes. Additionally, a sound comprehension of emerging technologies which impact the industry You will address the questions within the case study using classroom learnings in the field of entrepreneurships as it relates to the hospitality industry in the modern era and help us to better hotel processes with a customer centric approach. You are required to complete broad research and analysis of course materials which helps us to understand the role of entrepreneurs in our industry.
Task Instructions
Prepare answers to each question on one document and answer in numerical order identifying the question number being addressed. Attempt all questions. Read each question carefully. To complete this assessment, you must answer each of the questions and critically analyse the relevant course materials within the suggested word-count of each question. Students can prepare for the case study by partaking in the weekly class learnings and homework. There is a requirement to address at least 4 relevant references within your work.
Short Answer Questions worth 10 marks (approx. 200 words each). Long Answer Question worth 30 marks (approx. 500-600 words).
Referencing
It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Academic Writing Guide found via the Academic Skills website.
Submission instructions
Pronoun: Please use third person throughout the report.
Style: Research business report and ensure all writing is grammatically correct.
Submission Guidelines:
1. The assessment is due Sunday, week 5 (check the Turnitin date).
2. Typed and formatted in a Word document.
3. Submit this task via the Assessment link in Black Board via the main navigation menu in EHL604: Entrepreneurship for Hospitality Leaders. The Learning Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
4. Students must refer to a minimum of 4 credible references in their work and provide details of these in their reference list.
5. All referencing must be in accordance with APA 7th edition Referencing and Academic Writing Guide.
6. See marking rubric attached at the end of this document. You do not need to attach this rubric to your submissions.
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online. Students also must keep a copy of all submitted material and any assessment drafts.
Assessment Rubric
Assessment Attributes Fail
(Yet to achieve minimum standard) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75-84% High Distinction
(Exceptional)
85-100%
Short answer
question 1-5
10% (each)
Limited understanding of required concepts and knowledge to the analyse situation. Key components of the question are not addressed.
Knowledge or understanding of required concepts and analysis of situation. Resembles a recall or summary of key ideas. Often confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.
Thorough knowledge or understanding of situation within the context of the hotel industry.
Supports personal opinion and information substantiated by evidence from the research/course materials.
Demonstrates a capacity to explain and apply relevant concepts.
Highly developed understanding of the situation and a strong ability to analyse the impact of these on a hospitality business. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended
reading.
Well demonstrated capacity to explain ad apply relevant concepts.
A sophisticated understanding of the situation and a very strong ability to analyse the impact of these on a hospitality business.
Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Mastery of concepts and application to new situations/further learning.
Long Answer
question 6
30%
Limited understanding of required concepts and knowledge to the analyse situation. Key components of the question are not addressed.
Knowledge or understanding of required concepts and analysis of situation. Resembles a recall or summary of key ideas. Often confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.
Thorough knowledge or understanding of situation within the context of the hotel industry.
Supports personal opinion and information substantiated by evidence from the research/course
materials.
Demonstrates a capacity to explain and apply relevant concepts.
Highly developed understanding of the situation and a strong ability to analyse the impact of these on a hospitality business. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended
reading.
Well demonstrated capacity to explain ad apply relevant concepts.
A sophisticated understanding of the situation and a very strong ability to analyse the impact of these on a hospitality business.
Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Mastery of concepts and application to new situations/further learning.
Effective communication. Depth of Analysis, discussion and personal opinion evidenced and
linked to theory
10%
Difficult to understand for audience, no logical/clear structure, poor flow of ideas, argument lacks supporting evidence. Audience cannot follow the line of reasoning
Information, arguments and evidence are presented in a way that is not always clear and logical.
Line of reasoning is often difficult to follow
Information, arguments and evidence are well presented, mostly clear flow of ideas and arguments.
Line of reasoning is easy to follow.
Communicates coherently and concisely in a manner that adheres to the given format. Accurately employs a wide range of specialised language and terminology. Engages audience interest. Information, arguments and evidence are structured and clear.
Communicates eloquently. Expresses meaning coherently, concisely and creatively within the given format. Well supported by evidence,
demonstrating a clear flow of ideas and arguments.
Engages and sustains audience’s interest in the topic, demonstrates high levels of situational sensitivity
Grammar, Written expression and
referencing
10%
Serious errors with submission. The student is advised to attend Academic Skills workshops and seek assistance otherwise academic progression may be at risk. Demonstrates inconsistent use of good quality, credible Acceptable submission with some errors with the required format. The student is advised to ensure work is edited before submitting. Demonstrates use of credible and relevant resources to support and develop ideas, but these A good attempt at formatting the essay correctly. Only a few minor errors noted. Submission may require a second edit. Demonstrates use of high quality, credible and relevant resources to support and develop ideas The essay has only a few errors that require a small amount of editing. Evidence of attention to detail is evident in the format / structure.
Demonstrates use of good quality, credible and relevant resources to support and develop The essay no errors. Evidence of very strong attention to detail is evident in the format / structure.
and relevant resources to support and develop ideas.
are not always explicit or well developed.
arguments and statements. Shows evidence of wide scope within the organisation for sourcing evidence
The following Subject Learning Outcomes are addressed in this assessment
SLO A) Interpret the concept of entrepreneurship and intrapreneurship in the context of the hospitality industry
SLO B) Analyse current trends in innovation and disruptive technologies that assist problem-solving in the hospitality industry
SLO C) Evaluate the current literature on new concept development and start-ups in the hospitality industry