Subject Code and Title : PMT201: Project Management in Tourism
Assessment: Assessment 1: Business Case Study
Individual/Group: Individual
Length: 1000 words +/- 10%
Weighting : 25%
Learning Outcomes:
a) Explore and analyse Project Management principles in the context of tourism
b) Compare and contrast the various types of projects within the tourism sector
c) Analyse the roles and relationships involved in project management
d) Examine the importance of tourism strategy and effective resource allocation
PMT201 Project Management In Tourism Assessment – Torrens University Australia.
Context:
Students are required to prepare a project management case study based on the activities of a real life tourism business, and outline the related project management components.
This assessment demonstrates the practical application of project management in the tourism space,including its efficacy and complexity. It will allow you to explore for yourself how to progress beyond a basic assessment of the superficial factors involved in a tourism project. Determining the influences, issues and problems associated with the case study will require a deep dive into the issues at hand. Ultimately, this assessment will show the far-reaching consequences a project will have on a business and its operations, validating the need for comprehensive, highly developed project management skills when working in the tourism industry.
Instructions:
The structure of the Business Case Study should be divided into two parts – a case study overview and a case study analysis.
PART 1: Case study project overview
Provide an overview of the real life tourism business you have chosen and the project you are profiling as part of your case study. This includes:
1.A brief overview of the business and its operations;
2.An explanation of why the project was undertaken (i.e. the circumstances which created a need for the project);
3.A summary of the project that was undertaken and implemented by the business. Your summary should identify at least some of the following – project objectives, time frames, deliverables, scope, constraints, resources, risks, stakeholders and major milestones.
Some examples might include:
o An airline launching a new international route to expand their product range in response to increasing competition from overseas carriers.
o A tour company that restructures its product offering in response to dwindling sales and profits.
o A travel agency opening a new office to capitalise on the opportunity created by a competitor recently shutting down its operations.
The tourism business you choose can be any size ranging from a large publicly listed corporation(e.g. Qantas, Novotel) through to a small independent operator (e.g. Joe’s Brewery Tours, Pyrmont Travel Agent).
In selecting your case study, it is important to make sure that you will be able to collect enough information to sufficiently understand the project in question. Larger businesses tend to publish more information on their projects (in places such as annual reports, media releases, etc) and appear more frequently in media articles. Smaller businesses may require a more hands on approach (such as interviewing a staff member). If you do not understand enough about your case study project, you may struggle to adequately identify all of the relevant issues in Part 2.
You also need to choose a project that is specific enough to allow for a ‘deep dive’ into all the relevant issues within the word limit of the assessment. You will be better off choosing a specific project and analysing it in detail, as opposed to a broad project with too many issues to adequately explain them all.
PART 2: Case study analysis
Apply your own knowledge of Project Management to identify and explain the factors that you believe needed to be considered in the planning and implementation of your case study project.
It is important to show that you have given consideration to all of the different factors associated with the project. To do this, you will need to look beyond the surface and explore the broader implications to the company you have selected as your case study.
One example might be:
o A sightseeing cruise company launching a new cruise to target Chinese visitors would need to consider staffing resources. One obvious inclusion would be hiring/training Mandarin speaking guides. However, the implications to the company also stretch well beyond this. A more complete assessment of staffing implications might also need to address the following:
PMT201 Project Management In Tourism Assessment – Torrens University Australia.
Additional deckhands and crew may be needed to accommodate the increased number of sailings per day.
Additional staff may be required in the ticketing office to handle the increase in bookings.
Existing staff may require cultural awareness training to better handle any cultural misunderstandings.
The company might require in market representation in order to reach Chinese consumers.
The on board chef may require additional training to meet the catering requirements of Chinese guests.
Students will be assessed on their ability to demonstrate that they have considered their case study project from all possible angles and every implication to the business has been identified.
Students should familiarise themselves with resources provided under module 1 and 2 and incorporate the learnings from this module into their case study analysis. Some resources that students might like to consider using for this project (in particular sourcing materials to develop a case study) include:
- Academic Literature
- Magazine and Newspaper Articles
- Business Annual Reports
- Staff Interviews
- Documentaries
- Other Case Studies
Submission Instructions:
This Business Case study is to be written according to academic writing guidelines and must be submitted in compliance with the following;
1.You should make significant references to the subject material and substantial wider reading. A minimum two (2) academic (books & peer-reviewed journal articles) & two (2) other sources (newspaper article, trade publications, websites, etc.) must be used. These should be referenced in the APA style, both in-text and in a reference list. References to ‘Wikipedia’ or similar unsubstantiated sources will not be accepted.
2.The assignment is to include in-text citations and a reference list following the latest APA referencing style.
3.Submit Business Case Study (with references) via the Assessment link in the main navigation menu in PMT201 Project Management in Tourism on the Student Portal. The Learning Facilitator will provide feedback via Grade Centre in the Student Portal. Feedback can be viewed in My Grades.
PMT201 Project Management In Tourism Assessment – Torrens University Australia.
Students should use the brief to guide what to include in the assessment and the following rubric to inform the standard required.
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