A Content Analysis of Strategic Management Syllabi in Tourism and Hospitality Schools

ABSTRACT

This paper reports on the findings of a content analysis of strategic management (SM) syllabi collected from tourism and hospitality schools. Important similarities were found among the content analyzed undergraduate and graduate SM syllabi in terms of their course objectives; content and teaching methods. The research findings indicate that the contents of SM do not really reflect recent and advanced developments in the generic strategy field. The paper suggests that faculty teaching SM should include more recent and advanced strategy topics including resource-based view, managing change, complexity theory, conflict management, business ethics and knowledge management. In relation to teaching methods, rather than relying on traditional lecture and case study teaching methods alone, more innovative and flexible methods including problem-based learning, company projects and role plays should be used so that students can develop and improve their skills in decision making, problem solving and handling uncertainty.

Key Words:

• Strategic management
• teaching
• education
• content analysis