Faculty of Business, Economics & Accounting

School of Hospitality and Tourism

HELP Bachelor of Business (Hospitality Management) (Hons) Year 2

HELP Bachelor of Tourism Management (Hons) Year 2

INTERNAL SUBJECT DETAILS

Semester 1, 2021

Subject: TRM 213

Hospitality Small Business Operations

Subject Lecturer/Tutor: Mr. Abd Azis Bin Abd Majid

Telephone: 03-2700 5000 Ext. 5102
Fax: 03-2093 5311
Email: abd.azis@help.edu.my

Consultation: Please call or e-mail for appointment

PRE-REQUISITE(S)

TRM200 Introduction to Tourism, Leisure and Hospitality Management

SYNOPSIS

Small businesses make up a significant component of the Hospitality industry so an

understanding of small business operations within the service sector will be of significance to
students. The subject presents a range of material that will assist students in developing a
deeper understanding and appreciation of the principles and practice of small business
operations within the hospitality industry.

OBJECTIVES

The objectives of this subject are to develop an understanding of, and to evaluate, the areas of
management, operations and leadership within the context of the small business sector of the
hospitality and tourism industries. The requirements and skills in running a small business do
vary from the requirements of running a large multi-national business in the Hospitality
industry.

TOPICS

Topic 1 The definition of small business.

The dynamic role of small business, and its importance in the world economy
today. The growth factors and role of SMEs in Malaysia.

Topic2 Current opportunities and challenges in hospitality small business and how to
capture business opportunities (idea sketch pad).

Topic 3 Feasibility analysis for new startups (PEST analysis)

Topic 4 Determine market attractiveness (P5F & TOWS analysis)

Topic 5 Different types of ownership & the family business.

Topic 6 Importance of strategic planning and preparing a winning business plan

Topic 7 Small Business Marketing Developing the small business entrepreneurial

marketing plan, relationship marketing for small businesses, the marketing
plan, product/service promotion for small businesses, online marketing

Topic 8 Business Canvas Model & Kano Model

Topic 9 Small business operations

(Inventory management, location & layout strategy)
Topic 10 Funding options for small business & basic financial planning and control in
small business

Topic 11 Marketing strategies for small business

Topic 12 Exit strategies for small business

PRESCRIBED TEXTBOOKS

Scarborough, N.M., & Cornwall, J.R. (2016). Essentials of Entrepreneurship and Small
Business Management (8th ed), Pearson Prentice Hall.

Mariotti, S. and Glackin, C., (2016). Entrepreneurship: Starting and operating a small

business (4th ed), Pearson Prentice Hall.

Byrd M. J., & Megginson L. C. (2013). Small Business Management: An Entrepreneur’s

Guidebook (7th ed.). New York, NY: McGraw-Hill.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for

visionaries, game changers, and challengers. John Wiley & Sons.

Lee-Ross D., & Lashley C. (2011). Entrepreneurship & Small Business Management in the
Hospitality Industry. Oxford, UK: Butterworth-Heinemann.

RECOMMENDED REFERENCE

Ahmed H., Crispin D., & Alan C. (2010) Hospitality Business Development. Oxford, Elsevier
Ltd.
Subject Outline / Teaching Plan

Department : School of Hospitality & Tourism Subject Code : TRM 213

Lecturer : Abd Azis Bin Abd Majid Subject Title : Hospitality Small
Business Operations

Topics Remark
1 The definition of small business. Discuss
The dynamic role of small business, and its importance assignment
in the world economy today.
The growth factors and role of SMEs in Malaysia.
2 Current opportunities and challenges in hospitality
small business and types of ownerships.
Capture business opportunities (idea sketch pad)
3 Feasibility analysis for new startups
(PEST analysis)
4 Determine market attractiveness
(P5F & TOWS analysis)
5 Different types of ownership
The family business.

6 Importance of strategic planning and preparing a

winning business plan
7 Mid-Term Take Home Exam & Mid-Term Break
8 Business Canvas Model & Kano Model Assignment 1
Due
9 Small Business Operations
(Location and Layout Strategy)
10 Basic Financial Planning and Control

11 Budgeting and Control Operations Assignment 2

Due
12 Marketing strategies for small business

13 Exit Strategies for small business

Revision
 14 Take Home Final Examination
15 Take Home Final Examination
Textbooks:
Scarborough, N.M., & Cornwall, J.R. (2016). Essentials of Entrepreneurship and Small
Business Management (8th ed), Pearson Prentice Hall.

Mariotti, S. and Glackin, C., (2016). Entrepreneurship: Starting and operating a small

business (4th ed), Pearson Prentice Hall.

Byrd M. J., & Megginson L. C. (2013). Small Business Management: An Entrepreneur’s

Guidebook (7th ed.). New York, NY: McGraw-Hill.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for

visionaries, game changers, and challengers. John Wiley & Sons.

Lee-Ross D., & Lashley C. (2011). Entrepreneurship & Small Business Management in the
Hospitality Industry. Oxford, UK: Butterworth-Heinemann.

ASSESSMENTS:

There are 4 assessment items for this subject.

 Assessment Items Value Due Date

1. Take Home Mid-Term Exam 30% Week 7

2. Assignment 1 15% Week 8

3. Assignment 2 (Reflective report) 15% Week 11

4. Final Assessment 40% Final Assessment period: 19 April-

(Take Home Examination) 30 April 2021**

REQUIREMENTS:

To gain a pass in this subject, students must:

 Achieve a passing grade in the final assessment i.e. score a minimum of 20 marks out of
40 marks if there is an examination for this subject.

 Attempt ALL areas of assessment; and achieve a total result of 50% or better overall.

** - Please check on the notice board and My Acel for the actual date. HELP University
reserves the right to make any changes to the above where appropriate.

EXTENSIONS AND PENALTIES FOR LATE SUBMISSIONS

If you are having difficulty in completing work in time due to illness or extenuating
circumstances, you may apply for an extension through your lecturer with supporting
documentations eg. medical certificate, police report etc.  Applications for extensions on or
after the due date of the assessment will not be considered. A deduction of 10% per day
from the marks awarded after the due date applies, if the piece of work is submitted late
without approved extension.
 Extenuating circumstances should primarily mean, medical conditions (both physiological and
psychological), family issues (death or illness), and personal misfortune (accident, mugging, theft). 
Student should provide document proof for all of the above and should also obtain prior approval
from the examiner towards late submission.

Assignment Details

Individual Assignment
Weightage: 15%
Maximum: 2,500 words
Turnitin Class ID: & Enrollment key:

Learners Objectives:

1. Develop skills in collecting, analyzing and synthesizing secondary data to assess the
critical success factors of entrepreneurial success.
2. Recognize entrepreneurial characteristics of innovativeness, risk taking, opportunity
recognition; development of new processes, products, markets.
3. Enhance understanding of small business ownership as a career path.

The assessment for TRM 213 is based on where you as an individual is supposed to start an
online enterprise in the hospitality industry (Travel/ tours or food/beverage etc).
Students are requested to write a business plan on the new online business in the hospitality
industry and write a report of how they could become successful.

Students need to critically evaluate the business model, marketing strategy, operation strategy
and financial of the online business. With that, a conclusion with assumption of the future of
the business can be drawn based on the analysis and current market condition.

This is a piece of academic assignment, all argument need to be backed by facts and relevant
theories. It is important that the work is supported by the appropriate references.

Structure of the assignment

1.0 Company Background

1.1 When it will be started and by whom
1.2 Its vision and mission
1.3 Description of the company’s products/ services

2.0 The Analysis

2.1 Current market condition and industry attractiveness
(PEST Analysis & P5F)
2.2 Potential of the products/ services
2.3 Who are the customers?
(Target Market, Segmentation & Position)

3.0 The Strategy

3.1 How can the owner capture the opportunities?
(TOWS Analysis & Value Proposition)
3.2 The business model canvas (core activities)
3.3 What is the marketing strategy (4ps) and the operational strategy?
3.4 Financial strategy (Estimated Cash flow for start-up)

4.0 Conclusion
4.1 Outlook of the business and recommendation
 5.0 Referencing (Harvard Referencing)
6.0 Appendixes

Instructions:

 Your assignment should be typed using font-size 12, Times New Roman, and doubled-
spaced.

 Assignment 1 must not be longer than 2500 words in length. This excludes quotes,
references. You are discouraged from going beyond this limit.

 It should contain complete references by using Harvard Referencing method for all citation
made in the paper (including internet citations). Essay without citations would be considered
as plagiarism and would be awarded a failed grade.

 A Turnitin originality report has to be attached to the assignment. You will have to register
yourself at www.turnitin.com. It is student’s responsibility to ensure the similarity index do not
exceed 25%.

 The assignment should be paginated and tape bound

 You must submit your assignment, together with the assignment feedback form duly
completed. Failure to submit the assignment by the stipulated date would result in your
assignment being not marked or marked as zero.

 A good assignment must subscribe to the following characteristics:

o Directly addresses the question.
o Highlights key issues.
o Well structured.
o Has suitable examples/evidences and diagrams.
o Supportive use of published materials.
o Citation included in the text.
o References.

Reflective Report
Weightage: 15%
Maximum of 1,500 Words
 The purpose of reflective writing is to help the student to understand the concept of small business
operations. It will help them to make connections between what they were taught in theories/
principles and what they need to do in practice. Students reflect so that they can learn better.
Students are also encouraged to share some of their thoughts and strategies in operating a small
business in an environment of uncertainty, for example, during CONVIC-19 pandemic.

Assignment 1 Marking Rubrics

Please attach this mark sheet after the front cover of the assignment to facilitate marking. This
assignment is marked out of 100%, but weighted at 15%.

WEIGHTAGE MARKS
Presentation of Report
Marks will be allocated for layout and presentation of assignment. The
standard format for the cover page must be followed.
(Cover page, student’s name, number, title, table of contents, page
numbers and properly binded)
Turnitin report with similarity index must be submitted
INTRODUCTION
Background/History
Introduction should include a brief background of the online business in 15
the hospitality industry, the owners, vision, mission and products and
services
BODY
The Analysis
This part should explain the current market condition by using PEST and 25
Porter Five Forces. With that, students should be able to discuss the
potential of the products/services in the online hospitality industry
The Strategy
This should discuss how the business owner can capture the opportunities 30
(TOWS analysis) and the business model. Moreover, students should
discuss marketing and operation strategies of the business and the
financial strategy.
A well written report should be backed by theories and principles.
CONCLUSION
This part required students to summarise the report with a concluding 20
thought. Student may provide constructive feedback/ suggestions to
improve the business.
REFERENCES
All sourced materials must be referred or indicated in the references with 10
Harvard referencing style.
APPENDICES
The descriptions and layout of any additional illustration, pictures,
photos, attachments or notes should be described and identified clearly as
appendices.
OVERALL MARKS ACHIEVED 100

Reflection Evaluation
Reflective report is marked out of 100% but weighted at 15%

Criteria Superior (70-100 Sufficient (50-70 Minimal (35-50 points) Unacceptable (0-35
 points) points) points)
Depth of Response demonstrates an Response demonstrates a Response demonstrates a Response demonstrates a
Reflection in-depth reflection on, general reflection on, minimal reflection on, and lack of reflection on, or
and personalization of, and personalization of, personalization of, the personalization of, the
the theories, concepts, the theories, concepts, theories, concepts, and/or theories, concepts, and/or
and/or strategies and/or strategies strategies presented in the strategies presented in the
presented in the course presented in the course course materials to date. course materials to date.
materials to date. materials to date. Viewpoints and Viewpoints and
Viewpoints and Viewpoints and interpretations are interpretations are missing,
interpretations are interpretations are unsupported or supported inappropriate, and/or
insightful and well supported. Appropriate with flawed arguments. unsupported. Examples,
supported. Clear, detailed examples are provided, Examples, when when applicable, are not
examples are provided, as as applicable. applicable, are not provided.
applicable. provided or are irrelevant
to the assignment.
Required Response includes all Response includes all Response is missing some Response excludes
Compone components and meets or components and meets components and/or does essential components
nts exceeds all requirements all requirements not fully meet the and/or does not address the
indicated in the indicated in the requirements indicated in requirements indicated in
instructions. Each instructions. Each the instructions. Some the instructions. Many
question or part of the question or part of the questions or parts of the parts of the assignment are
assignment is addressed assignment is addressed. assignment are not addressed minimally,
thoroughly. All All attachments and/or addressed. Some inadequately, and/or not at
attachments and/or additional documents are attachments and all.
additional documents are included, as required. additional documents, if
included, as required. required, are missing or
unsuitable for the purpose
of the assignment.
Structure Writing is clear, concise, Writing is mostly clear, Writing is unclear and/or Writing is unclear and
and well organized with concise, and well disorganized. Thoughts disorganized. Thoughts
excellent organized with good are not expressed in a ramble and make little
sentence/paragraph sentence/paragraph logical manner. There are sense. There are numerous
construction. Thoughts construction. Thoughts more than five spelling, spelling, grammar, or
are expressed in a are expressed in a grammar, or syntax errors syntax errors throughout
coherent and logical coherent and logical per page of writing. the response.
manner. There are no manner. There are no
more than three spelling, more than five spelling,
grammar, or syntax errors grammar, or syntax
per page of writing. errors per page of
writing.
Evidence Response shows strong Response shows Response shows little Response shows no
and evidence of synthesis of evidence of synthesis of evidence of synthesis of evidence of synthesis of
Practice ideas presented and ideas presented and ideas presented and ideas presented and
insights gained insights gained insights gained throughout insights gained throughout
throughout the entire throughout the entire the entire course. Few the entire course. No
course. The implications course. The implications implications of these implications for the
of these insights for the of these insights for the insights for the respondent's overall
respondent's overall respondent's overall respondent's overall teaching practice are
teaching practice are teaching practice are teaching practice are presented, as applicable.
thoroughly detailed, as presented, as applicable. presented, as applicable.
applicable.
 Assignment No.: __

Assignment Cover Sheet

Student Information (For group assignment, please state names of
Grade/Marks
all members)
Name ID

Office
Module/Subject Information
Acknowledgement
Module/Subject Code
Module/Subject Name
Lecturer/Tutor/Facilitato
r
Due Date
Assignment Title/Topic
Intake (where applicable)
Word Count Date/Time
Declaration

. I/We have read and understood the Programme Handbook that explains on plagiarism, and I/we testify that,
unless otherwise acknowledged, the work submitted herein is entirely my/our own.
. I/We declare that no part of this assignment has been written for me/us by any other person(s) except where
such collaboration has been authorized by the lecturer concerned.
. I/We authorize the University to test any work submitted by me/us, using text comparison software, for
instances of plagiarism. I/We understand this will involve the University or its contractors copying my/our work
and storing it on a database to be used in future to test work submitted by others.

Note:1) The attachment of this statement on any electronically submitted assignments will be deemed to have
the same authority as a signed statement.
2) The Group Leader signs the declaration on behalf of all members.

Signature: Date:
Email:
 Feedback/Comments*
Main Strengths

Main Weaknesses

Suggestions for improvement

Student acknowledge feedback/comments

Grader’s signature Student’s signature:

Date: Date:
Note:
1)A soft and hard copy of the assignment shall be submitted.
2)The signed copy of the assignment cover sheet shall be retained by the marker.
3)If the Turnitin report is required, students have to submit it with the assignment. However, departments may allow students
up to THREE (3) working days after submission of the assignment to submit the Turnitin report. The assignment shall only
be marked upon the submission of the Turnitin report.
*Use additional sheets if required.
 School of Hospitality & Tourism

ACADEMIC INTEGRITY

Honesty and Responsibility

Academic integrity is an important tenet for HELP University. In pursuit of the highest
standards of academic integrity, the School of Hospitality & Tourism holds it students to the
highest ethical standards defined by the Rules and Regulations section of the Academic
Handbook. All students at the School of Hospitality & Tourism are subjected to and are
bound by the Student Academic Misconduct Rule to assure academic honesty. Students are
required to sign a pledge on the assignment cover sheet before submitting your assignments to
the Administration Office of the Faculty of Business, Economics & Accounting.

What is Plagiarism?
Plagiarism is academic dishonesty or academic theft, and it is a serious academic offence.
Plagiarism includes, but is not limited to, the followings:
1. quote, paraphrase or summarize someone else’s ideas, theories or data, in whole or in
part, without appropriate acknowledgement
2. borrow ideas, opinion or words, in whole or in part, from other sources without
properly crediting the author(s)
3. use any facts, statistics, diagrams or graphs, in whole or in part, without
acknowledging the source clearly
4. claim or imply original authorship of someone else’s ideas, theories or data, in whole
or in part, as your own
5. employ or allow someone to help to revise, amend or write your work and pass off as
your own original work
6. collaborate with or allow other students to copy your work
7. draw on sources more than what you have acknowledged by citations

While a student is not discouraged to discuss an assignment with his/her friends or classmates,
the work he/she submits must be done by the student alone. If a student shares his/her
assignment with other students and they plagiarize it, the student is as guilty as those students
who plagiarized his/her assignment. All parties to plagiarism are considered equally guilty.
Under no circumstances should a student be involved in collusion with other students unless
he/she is permitted to work on an assignment jointly by the lecturer/tutor. If a student is
unsure what constitutes plagiarism, he/she is obliged to consult the lecturer/tutor on the matter
before submission of his/her assignment.

When and How to Reference?

Knowing when and how to cite is a student’s responsibility. If he/she is in doubt or need more
help on this matter, the student may consult the lecturer/tutor. The following list comprises
some of the sources a student will need to reference. The list is by no means exhaustive, but
simply consists of the most common sources used by students to complete their work.
1. Books
 2. Chapters in books
3. Journal articles
4. Conference papers
5. Newspaper articles
6. Magazines
7. Websites
8. Study guide

Students are advised to cite in the following cases [1]:

1. When he/she quotes two or more words verbatim, or even one word if it is used in a
way that is unique to the source
2. When he/she introduce facts that he/she have found in a source
3. When he/she paraphrase or summarize ideas, interpretations, or conclusions that
he/she find in a source
4. When he/she introduce information that is not common knowledge or that may be
considered common knowledge in your field, but the reader may not know it
5. When he/she borrow the plan or structure of a larger section of a source’s argument
(for example, using a theory from a source and analyzing the same three case studies
that the source uses)
6. When he/she build on another’s method found either in a source or from collaborative
work in a lab
7. When he/she build on another’s program in writing computer code or on a not-
commonly-known algorithm
8. When he/she collaborate with others in producing knowledge

In general, a referencing system requires two parts:

1. In-text citations
This is information about a source within the text of an assignment.
2. List of references
This is a list of all sources a student has used to research his/her assignment. It is
alphabetically arranged by author surname and appears immediately after the last page
of an assignment.

Different faculties or departments may have different requirement on how referencing for an
assignment should be done. The various formats used for in-text citations and list of
references are available in the following websites:
1. Harvard System (http://www.adelaide.edu.au/library/guide/gen/harvard.html)
2. Chicago Style (http://www.chicagomanualofstyle.org/index.html)
3. American Psychological Association or APA Style (http://www.apastyle.org)
4. Modern Language Association of America or MLA Style (http://www.mla.org)

Once a student has selected a referencing style for his/her assignment, he/she must follow the
same style consistently throughout the assignment. We strongly suggest that the student
consults the lecturer/tutor about which method to use before submission of his/her
assignment.
1
http://www.yale.edu/bass/writing/sources/plagiarism/warning.html, accessed May 18, 2008.
What are the Procedures and Penalties for Plagiarism?
When a lecturer/tutor encounters a possible case of plagiarism, the lecturer/tutor shall report
the matter to the Head of the Department, who then initiates an investigation on the matter.
The following procedures would be carried out:
1. The lecturer/tutor shall provide evidence that substantiates an academic offence has
occurred. The following documentations must be ready prior to reporting of alleged
plagiarism:
a. Copy of the alleged plagiarized assignment
b. Copy of the source material (e.g. articles, websites, newspaper, etc.)
c. Report of plagiarism
d. Any other information that would support the claim of plagiarism
2. If the evidence warrants an accusation of academic offence, the Head of Department
shall establish a Board of Inquiry comprising 3 academic staff. The Department shall
provide all necessary documentations, including report on prior academic offences if
applicable, to the Board of Inquiry.
3. The Board of Inquiry shall put the matter to the student in writing and give him/her an
opportunity to respond to the accusation within 3 working days.
4. The student will be required to attend a meeting with the Board of Inquiry. After
meeting the student, the Board of Inquiry shall decide whether or not the alleged
plagiarism has occurred. The following documentations shall be submitted to the Head
of Department at the end of the meeting:
a. Findings of the investigation
b. Recommended action(s) to be taken or imposed
5. The Head of Department shall review the Board of Inquiry’s report with supporting
evidence and shall decide on an appropriate action(s) based on the recommendation of
the Board of Inquiry.
6. The decision of the Head of Department shall be put in writing to the student. Copies
of all documentations will be retained in the Department.
7. If the student feels that he/she has been unfairly accused or treated, the student may
appeal to the Head of Department within 5 working days.
8. The Head of Department shall review the appeal and the final decision will be
communicated to the student in writing and a copy will be kept with the Department.
Once a determination of plagiarism and penalty has been made by the Head of
Department, the investigative process will be deemed to have ended and the student
will not be allowed to appeal.

Possible penalties for plagiarism range from mark reduction for the assignment to expulsion
from the University. The student will not be allowed to make up the assignment. If plagiarism
has been found to have occurred, the Department will take action(s) as determined by the
forms of plagiarism implicated:

1. Complete plagiarism
Verbatim copying another person’s work without acknowledgement
1st offence : A grade of “F” in the subject and a warning letter will be
issued
nd
2 offence : Expulsion from the University at the discretion of the Head of
 Department
2. Substantial plagiarism
Near-verbatim copying another person’s work by simply altering the order of the
sentences or the format of presentation or by changing a few words or phrases without
acknowledgement.
1st offence : Zero mark on the assignment and a warning letter will be issued
2nd offence : A grade of “F” in the subject and a warning letter will be issued
3rd offence : Expulsion from the University at the discretion of the Head of
Department
3. Minimal plagiarism
Acknowledgement is made but paraphrasing by changing and/or eliminating some
words
1st offence : Deduction of 50% of available marks on the assignment and a
warning letter will be issued
nd
2 offence : A grade of “F” in the subject and a warning letter will be issued
3rd offence : Expulsion from the University at the discretion of the Head of
Department
4. Unintentional plagiarism
Insufficient acknowledgement by not applying citation or quotation marks correctly
1st offence : Deduction of up to 50% of available marks on the assignment and
a warning letter will be issued
nd
2 offence : A grade of “F” in the subject and a warning letter will be issued
3rd offence : Expulsion from the University at the discretion of the Head of
Department
Pleading ignorance or unintentional plagiarism does not constitute valid reasons for
plagiarism and will not avoid the penalties from being imposed. Excuses for acts of
plagiarism such as the following, but not limited to, will not be entertained:
1. I don’t have time to do the assignment
2. I have too many assignments due on the same day
3. I don’t know, I really didn’t do it
4. I am not aware
5. I don’t understand what plagiarism means
6. I have no intention to plagiarize
7. I forgot to cite the reference
8. I forgot to include the bibliography
9. My English is not good
10. My lecturer/tutor did not explain to me
11. In my country, it is alright to copy someone else’s work
12. My friend copied my assignment when I let him/her to look at my assignment
13. My friend copied my assignment when I allow him/her to use my laptop
14. I did my assignment in the computer lab, someone must have copied my work
15. I asked my friend to submit my assignment and he/she copied my work
16. I discussed my assignment with my friends, so our answers are the same/similar
17. Even though I do not have in-text citation but I have bibliography/reference list
Students should be reminded that it is their responsibilities to take due care throughout their
written work to effectively reference or cite when they use others’ ideas from any source.