Entrepreneurship in TRSM
LEI 3843 (SEC. 4099) FALL 2015
Instructor Joshua Roe, MA
Meeting Times T Period 4-5 (10:40-12:35 a.m.)
Online Times Th Period 5 (11:45-12:35am)
Location Florida Gym, Room 210
Course Website Canvas (http://lss.at.ufl.edu)
Email: [email protected]
Phone: (352) 294-1682
Office: Florida Gym 206K
Office Hours: M 13:00-15:00, T 13:00-17:00, W 10:00-14:00, or by appointment. All
office meetings will take place with an open door, any extenuating
circumstances may dictate that meetings occur in an appropriate location
and will be arranged as needed.
Course Description
This course analyzes the entrepreneurial opportunities in commercial recreation and tourism by
examining the process of creating, planning and managing hospitality, recreation, and tourism business
ventures.
Course Objectives
1. To provide students with an understanding of the importance of entrepreneurial leadership and
management as it relates to the development of a business venture in the hospitality,
recreation, and tourism industry.
2. To provide students with an understanding of the key considerations involved in a decision to
either buy or start-up a business.
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3. To provide students with an opportunity to demonstrate an integrated understanding of
entrepreneurship through the analysis of a business plan for a hospitality, recreation, and
tourism business.
4. To provide students with an understanding of the historical development of commercial
recreation.
5. To provide students with an overview of the major components of the commercial recreation
industry.
6. To provide students with an understanding of the behavioral dimensions of commercial
recreation.
7. To provide students with an understanding of the environmental, socio-cultural, and economic
impacts of commercial recreation.
8. To introduce students to the process involved in commercial recreation development.
9. To provide students with a basic understanding of the research and marketing strategies used in
commercial recreation.
10. To show students why it is necessary to understand all aspects of commercial recreation in
order to become more effective practitioners.
Class Materials
Optional: Crossley, J., Jamieson, L., & Brayley, R. E. (2007). Introduction to Commercial Recreation and
Tourism: An Entrepreneurial Approach (5th Ed.). Champagne, IL: Sagamore Publishing.
5 Ivey Cases
https://www.iveycases.com/ProductView.aspx?id=33570
1.- Elephant Walk Thru
https://www.iveycases.com/ProductView.aspx?id=60880
2- Rwanda Backpackers
https://www.iveycases.com/ProductView.aspx?id=51355
3- Oasis of the Seas: The
Largest Cruise Liner in the
World
https://www.iveycases.com/ProductView.aspx?id=65872
4-Hockley Valley Brewing Co.
Inc.
https://www.iveycases.com/ProductView.aspx?id=42651
5-Baynan Tree Hotels &
Resorts: Gauging Investors
Views on Corporate Social
Responsibility
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Course Evaluation
Assignments Overview
Case Studies ( 7 5%) There will be five case
studies throughout the semester. A team of 5
will answer the case studies. Each team will pick
a new leader for each case- so everyone is the
leader on one case study for the semester.
Assignments Summary
Grading Scale
Final Take Home (25% each) A maximum 10page paper will be required at the end of the
semester. This will be based on a case of your
choice that is relevant to the nature of this
course. This take home is an individual
assignment and should be completed without
any interaction with other students either inclass or out-side of class.
Case Studies
75%
Five Cases at 20 points each (group)
Final Take Home
25%
One take home case study (individual)
≥ 95 A
90-94 A-
87-89 B+
84-86 B
77-79 C+
74-76 C
67-69 D+
64-66 D
80-83 B-
70-73 C-
60-63 D-
< 60 E
Course Policies
Late Assignment Policy
Students with prior knowledge of an excused absence must make arrangements to submit
assignments prior to the designated due date.
Excused absences include, but are not limited to, personal illness, family illness or death, call to
jury duty, religious holy days, and official University activity. Absences will be excused at my
discretion.
Students failing to complete an assignment by the designated due date may, with penalty, submit
the assignment late. The penalty for a late assignment is as follows:
The equivalent of 15% will be deducted immediately after an assignment becomes late.
There are no exceptions to this policy.
Cellphones must be silenced and kept out of view in class. I expect the same level of
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respect and attention that I extend to you. Laptops and other digital devices should be left
in a bag, closed and/or turned off. If they are needed for taking notes, you may sit in the
front row of the class and avoid any distracting activity to your classmates such as social
media sites.
UF Academic Honor Code Plagiarism and cheating (academic dishonesty) are not tolerated, and
violation of the honor code will incur serious consequences. For more information about UF’s
academic honor system, please consult http://www.dso.ufl.edu/sccr, or see me if any part of the
code is unclear.
If you are suspected of violating the Academic Honor Policy in any way, you will receive a zero (0)
for the assignment and will be reported to the Dean of Students Office. There are no exceptions
to this policy.
Students with Disabilities
Any student who feels she or he may need an accommodation based on the impact of a disability
should contact me privately to discuss your specific needs.
Students requesting classroom accommodation must first register with the Dean of Students
Office. The Dean of Students Office will provide documentation to the student who must then
provide this documentation when requesting accommodation. For more information, refer to:
Online: http://www.dso.ufl.edu/drc
Phone: (352) 392-8565 (V) or (800) 955-8771 (Relay)
Office: Reid Hall Room 001
This syllabus and other class materials are available in alternative formats upon request.
Course Evaluations
Students are expected to provide feedback on the quality of instruction in this course based on
10 criteria. These evaluations are conducted online at http://evaluations.ufl.edu. Evaluations are
typically open during the last two or three weeks of the semester, but students will be given
specific times when they are open. Summary results of these assessments are available to students
at https://evaluations.ufl.edu/results.
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Schedule for the Semester
Week/Date
Chapter/Topic
Tuesday Lecture
August 25 & 27
1 - What Is
Commercial
Recreation And
Tourism
September 1 & 3
2 – The
entrepreneur
September 8 & 10
3 – The nature of
commercial
recreation
September 15 & 17
4- Starting the
Commercial
Recreation
Enterprise
September 22 & 24
5-Financial
Management
Financial Analysis
Financing the Venture
September 29 &
October 1,
5- Financial
Management
October 6 & 8
6- Marketing
Segmentation
Financing small businesses
Financial planning in small
businesses
How to increase profits
Financial management
issues
Who is the primary market
Types of segmentation
How to do segmentation
Types of commercial
recreation
Participation rates
Expenditures in
tourism/recreation
Role of government in
commercial recreation and
tourism
Entrepreneurial trends
The experience/motivation
to participate
Profile of an entrepreneur
Being an entrepreneur
Strategies for being
entrepreneurial
Management
Public service companies
and entrepreneurship
Economic challenges
Constraints to participation
Overcoming challenges
Economic concepts
Description of the Business
Risk Analysis
Location Analysis
Management Analysis
Market Analysis
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Thursday Case Study
(printed off and due
following Tuesday in
class)
Form groups
Continue Tuesday
lecture
Case #1 (Week 1)Elephant Walk Thru
(due September 8 in
class)
Case #1- (Week 2)Elephant Walk Thru
(due Sept. 15 in class)
Case #2 (Week 1)Rwanda Backpackers
(due September 22 in
class)
Case #2- (Week 2)Rwanda Backpackers
(due September 29 in
class)
Case #3 (Week 1)Oasis of the Seas: The
Largest Cruise Liner in
the World
(due October 6 in
class)
Case #3- (Week 2)Oasis of the Seas: The
Largest Cruise Liner in
the World (due oct. 13
in class)
October 13 & 15
6- Marketing
Promotion
Price
October 20 & 22
6 - Marketing
Packaging/partnerships
People
Merchandising- product
October 27 & 29
7-Operations
Management
November 3 & 5
8- Commercial
Recreation and
tourism
programming
Ethical Business Practices
Human Resource
Management
Risk Management
Asset Management
Program process
Special events
Entertainment events
Trips and tours
Case #4 (Week 1)Hockley Valley
Brewing Co. Inc.
(due October 20 in
class)
Case #4- (Week 2)Hockley Valley
Brewing Co. Inc.
(due October 27 in
class)
Case #5 (Week 1)Banyan Tree Resorts
(due November 3 in
class)
Case #5- (Week 2)Banyan Tree Resorts
(due November 10 in
class)
November 10 & 12
Discussion in Class about Case
Exam
November 17 & 19
Take Home Case Exam
Discussion in Class
about Case Exam—
Take home will be
given out in class!!!
Case Exam
November 24 & 26
No Class Thanksgiving
No Class Thanksgiving
December 1 & 3
Case Exam
December 8
No class- final draft grades due
Case Exam Due at
Beginning of Class
Reading Days
6
Cases
Book Chapter
Correspond
# and Name of
Case
Where to Purchase
Additional
Information
Things to Consider in your analysis of the
case
Nature of
Commercial
Recreation
1-Elephant
Walk Thru
https://www.iveyc
ases.com/ProductV
iew.aspx?id=33570
http://slwcs.or
g/archives/pdf
s/ewt.pdf
1. Examine the business opportunity by
looking at four broad external
environmental factors: socio-cultural,
political-legal, technological, economic
(PEST analysis)
2. How does the “nature of commercial
recreation” fit into this case?
3. What are the main threats to Elephant
Walk?
4. How do unstable political environments
affect new business?
5. What role does conservation play in
burins growth and balancing stakeholder
interests with business goals?
Starting a
New Business
& Financing
2- Rwanda
Backpackers
https://www.iveyc
ases.com/ProductV
iew.aspx?id=60880
http://www.liv
inginkigali.com
/reviews/acco
mmodation/ki
gali/discoverrwanda-youthhostel/
1. How viable is the business concept? A
SWOT might help
2. Based on financial the venture from the
book—what options do Davie & Bawazir
have?
3. How many camper do they need to break
even? Where would they get financing
for $19,000?
4. What should Davie & Bawazir do?
5. What are the major risks they face?
Finance &
Segmentation
3- Oasis of the
Seas: The
Largest Cruise
Liner in the
World
https://www.iveyc
ases.com/ProductV
iew.aspx?id=51355
https://www.y
outube.com/w
atch?v=6PsW
mDHJQO4
1. How do companies differentiate in the
cruise industry? (What segmentation
variables do they use?)
2. What segmentation scheme is the most
useful? Why?
3. What segment is best for Oasis?
4. Based on discussion in class- what is the
worst type of strategy to use and
therefore what should Oasis do in their
segmentation strategy?
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Marketing
4-Hockley
Valley Brewing
Co. Inc.
https://www.iveyc
ases.com/ProductV
iew.aspx?id=65872
http://www.h
ockleybeer.ca/
1. Evaluate the product line- should Hockley
add the product to its line?
2. At what price should Hockley Classic be
sold? Why?
3. Based on discussions in class- discuss
how price and value are related
4. What distribution strategy is best for
Hockley Brewing Co.
5. What promotional strategies should be
used? Why?
Operations
5-Baynan Tree
Hotels &
Resorts:
Gauging
Investors Views
on Corporate
Social
Responsibility
https://www.iveyc
ases.com/ProductV
iew.aspx?id=42651
http://www.b
anyantree.co
m/en/
1. What is an IPO?
2. What does an owner give up when
he/she goes public?
3. In the case of Banyan Tree- what is the
main conflict between running the
company as a private company and going
public?
4. Who does CSR play into the decision?
5. Go public or not?
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Case Analysis—WEEK 1
For LEI 3843- Entrepreneurship in Recreation, Tourism and Sport Management
Group Members:
1.
2.
3.
4.
5.
______________(identified lead)
_______________
_______________
_______________
_______________
Case study Analysis: Each case is worth 15% of your overall grade. The total for all 5 cases is 75% of your
grade. This analysis should address the questions provided on pages 7 & 8 of the syllabus. Each case
needs to use the template provided. Week #1- will include three sections: (1) Background summary, (2)
statement of the problem and (3) implications and alternative solutions. Week #2 – will include the
method for determining the solutions, your final solutions. There are 5 cases in the semester- and 5
people in a group—therefore each member will be the identified lead one time during the semester.
The case are due IN Class the following Tuesday – PRINTED OFF! One per group.
Due
Week 1
Week 1
Week 1
Week 2
Week 2
Each case will be required to use the attached template as the hand-in
Details
Pages
Background summary in own words
½ page
Statement of the problem – identified and uses terms
½ page
and words in case
Implications and Alternative solutions came from case
½ page
and were defendable (identify at least two alternatives)
Methods for determining solutions were included,
1 page (include
appropriate and supported by case (use the questions
discussions for
to guide your answer)
how and
support)
Final solution was supported by lectures in class, the
½ page
book or other sources, defendable
Total
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Grade
/5
/5
/5
/5
/10
/30
Week #1- Case Study Template
Background summary in own words (5 points)
Statement of the problem – identified and uses terms and words in case (5 pts)
10
Implications and Alternative solutions came from case and were defendable (identify at least two
alternatives) (5 Pts)
Description of
Alternative
Pluses (pros)
Minuses (cons)
Explanation of Each Alternative in Detail.
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Case Analysis—WEEK 2
For LEI 3843- Entrepreneurship in Recreation, Tourism and Sport Management
Group Members:
1.
2.
3.
4.
5.
______________(identified lead)
_______________
_______________
_______________
_______________
Case study Analysis: This analysis should address the questions provided on pages 7 & 8 of the syllabus.
Each case needs to use the template provided. Week #1- will include three sections: (1) Background
summary, (2) statement of the problem and (3) implications and alternative solutions. Week #2 – will
include the method for determining the solutions, your final solutions. There are 5 cases in the
semester- and 5 people in a group—therefore each member will be the identified lead one time during
the semester. The case are due IN Class the following Tuesday – PRINTED OFF! One per group.
Due
Week 1
Week 1
Week 1
Week 2
Week 2
Each case will be required to use the attached template as the hand-in
Details
Pages
Background summary in own words
½ page
Statement of the problem – identified and uses terms
½ page
and words in case
Implications and Alternative solutions came from case
½ page
and were defendable (identify at least two alternatives)
Methods for determining solutions were included,
1 page (include
appropriate and supported by case (use the questions
discussions for
to guide your answer)
how and
support)
Final solution was supported by lectures in class, the
½ page
book or other sources, defendable
Total
12
Grade
/5
/5
/5
/5
/10
/30
Week #2- Case Study Template
Methods for determining solutions were included, appropriate and supported by case (5 pts)
13
Final solution was supported by lectures in class, the book or other sources, defendable (10 pts)
14
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