Applied Hospitality & CX Innovation
Objectives
Building on course I this course aims to provide an in-depth knowledge on the topic of innovation in an applied context. It is designed to equip students with skills and knowledge to analyse the context of the client and the latest digital developments of the hospitality industry and customer experience strategy, through both a conceptual lenses and critical thinking. At the end students should demonstrate a reflective approach to innovation related to the contemporary hospitality industry and the digital economy and become knowledgeable about tools to craft superior customer experience (CX).
General characterization
Code
2671
Credits
3.5
Responsible teacher
Euclides Filipe Ferreira Major
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Customer Experience Management , Bernd Schmitt (2003), Wiley
Managing Innovation : Integrating Technological, Market and Organizational Change , Joe Tidd (2021) 7th Edition , Wiley
Creative Confidence: Unleashing the Creative potential within us , David Kelley and Tom Kelley.
Business Model Analysis for Entrepreneurs , Eisenmann T. (2014), Harvard Business Review
Dropbox ? It just works , Eisenmann T. (2014), Harvard Business Review
Leading change , Kotter, John P. (2012), Harvard Business Review Press
Design Thinking Comes of Age , Kolko, John (2015), Harvard Business Review.
One Week, 3,000 Product Ideas, Simon, Ruth (2014), The Wall Street Journal.
What Are Business Models, And How Are They Built? Christensen, C.M. & Johnson, M.W. 2009. Harvard Business School M.N. 9-610-019.
Taking the mystery out of scaling a company , Horowitz (2018)
Entrepreneurship and Dynamic Capabilities: A Review, Model and Research Agenda. Journal of Management Studies, 43. Zahra, S. A., Sapienza, H. J. and Davidsson, P. (2006).
Teaching method
The course will be delivered in six sessions, balanced between lectures, case study discussions and group work. Classes are practice and experienced oriented. The instructor will introduce the topics and challenges for students to work on, the instructor may also invite some specialists on specific topics to come and share their knowledge and experience with the students. Students are expected to engage with all the challenges and embrace the different classes with an open mind and full energy to dedicate to the different tasks.
Evaluation method
1. Group assignment- Business Plan (30%)
2. Individual assignments (20%)
3. Class Participation (20%)
4. Final exam (30%)
Subject matter
The course will cover the core aspects of innovation thinking whilst working with student teams on their group projects. This means that session content will be adjusted to student progress. This course will have 6 classes of 3 hours each and is the second part of the innovation course. This course assesses successful stories, business models, growth frameworks, funding, barriers and risks for launching and scaling new ideas. The goal is to endow students with an entrepreneurial mindset not only to kickstart a new startup but also to become problem solvers and to be able to drive innovation when working for fast-paced growing organizations.