Bachelor in Hospitality or Hospitality & Events Management

Discover the magic of hospitality.

Bachelor of Arts: 3-year overview

Validated by University of Derby, discover an overview of the Bachelor in International Hospitality Management or Bachelor in International Hospitality and Events Management below.

Contact us for our brochure with full course details or for any further information.

Bachelor's Degree related pages:

Entry Requirements Dates & Deadlines
   
Application Procedure Fees

Bachelor's degree in hospitality management
Bachelor of Arts in events management
Degree in hospitality management in Switzerland

Bachelor's Degree

At Bachelor level, courses follow a 3 Pillar Strategy focusing on global trends, business strategy and operational leadership.

The first two years share the same cursus, with the third year varying depending on your chosen specialisation.

All students following the undergraduate programme will complete the first two years of their studies at our Caux campus, continuing on to our Leysin campus for their third year.

With Swiss Hotel Management School sharing campuses with IHTTI School of Hotel Management, students have access to 3 clear pathway options. Full course details for the Hospitality and Hospitality & Events pathways offered by SHMS are available below. Full details on the Hospitality & Design pathway, offered by IHTTI, are available here.

Students on all pathways will have the opportunity to share certain classes, work on group projects and organise VIP banquets together.

 

Agatha Dzenga - Swiss Hotel Management School graduate

"Thanks to my degree with SHMS, my learning curve has been much smaller in both my continued Masters education at École Hôtelière de Lausanne and my career because I understood the fundamentals. Overall my hospitality education has been a great investment for my future as more and more companies outside of the industry are recognizing hospitality skills as an added advantage."

Agatha Dzenga received her BA in International Hospitality and Events Management in 2014 from SHMS and her Master’s Degree, Global Hospitality Business from École Hôtelière de Lausanne in 2016. Today she is working as a Learning Manager at Grand Hyatt at Baha Mar in the Bahamas.

 
Pathway
 

Year 1 – Caux Campus

Semester 1 (5 months)

Internship

Food and Beverage Management

Paid internship in Switzerland or worldwide (4-6 months)

Continue to

Year 2 – Caux Campus

Semester 2 (5 months)

Internship

Rooms Division Management

Paid internship in Switzerland or worldwide (4-6 months)

Swiss Diploma in Hotel Operations Management

Continue to

Year 3 – Leysin Campus

Semester 3 (5 months)

Semester 4 (5 months)

Dissertation / Integrated Business Project (6 weeks)

International Hospitality Management or International Hospitality and Events Management

Swiss Higher Diploma in chosen specialisation

Swiss SHMS and British Bachelor of Arts (Honours) in chosen specialisation

 

Year 1 - Caux Campus

Food and Beverage Management

Semester 1 (5 months)


  • Food & Beverage Production and Service Theory  
    • This module is designed to provide students with the theoretical underpinning for the concurrent practical application in the modules: Food & Beverage Production Practice and Food & Beverage Service Practice. This module embraces the principles and techniques required for professional execution of food and beverage production in tandem with food and beverage service.
  • Food & Beverage Service Practice
    • This module is designed to enable students to relate the theory and apply the practical understanding of service knowledge into both the fine-dining and buffet style food and beverage outlets here at SHMS - IHTTI.  Students learn and practice the module alongside the module Food & Service Practice. The service styles provide the simulation of what will be expected during employment in the food and beverage industry.
  • Food & Beverage Production Practice
    • These modules are designed to enable students to practically apply the relevant knowledge and understanding acquired in the module Food & Beverage Production and Service Theory. Students learn and practice the application of the previously acquired theoretical input while working in the various food and beverage outlets of SHMS - IHTTI. The style of service varies from basic to five-star level, providing the simulation of what will be expected during employment in the food and beverage industry.
  • Food & Beverage Management
    • This module aims to provide a knowledge and understanding of the management of food and beverage operations, incorporating the history of the food service industry, the composition of the sector, marketing, cost control, menu design, facilities design, layout and equipment. The module also introduces the important element of human resources management within food and beverage operations.
  • Food & Beverage Experience & Interior Design
    • This module aims to provide knowledge and understanding of the development of major design styles, as well as fundamental design principles and - elements. The module will also usher the students into the value of design in relation to food and beverage outlet operations. It will enhance the skills and knowledge of the students to add value to customer experience and expectations in the Food & Beverage industry, through the application of the principles of design to restaurant design.
  • Wine & Bar
    • This module aims to provide students with an introductory knowledge and understanding of alcohols (wine, beer, spirits, liqueurs) and their production. Theoretical aspects including the materials used in the industry (distiller, refractometer etc.) are addressed. In addition, students are given the opportunity to experience beverages through tasting sessions.
  • Hospitality Studies 
    • This module aims to provide the foundation for future modules in hospitality. In order to study hospitality, it is essential that students are able to identify and understand the links that exist between the hospitality and tourism industries and distinguish between the various concepts and definitions relating to the subject area. While the term hospitality is a frequently used title for different sectors of the hotel and catering industry, it can also be expanded to cover many products and services relating to the provision of tourist facilities.
  • Accounting Principles
    • This module is designed to teach students the fundamentals of financial accounting with an emphasis on hospitality industry examples. It serves as an introduction to the industry's financial operating requirements providing students with industry-driven competencies.
  • Academic Communications and Web Design
    • This module aims to provide students with a sound understanding and knowledge of an effective and linear process of research writing and presentation skills to guarantee business success, using effective document formatting and presentation tools like Excel, Word and PowerPoint, encouraged students to develop skills in planning, designing and delivering presentations using in-built templates and their own designs The module also incorporates the concept of website designing as a credible presentation and marketing vehicle. 
  • Personal Development
    • Professional personal development and presentation skills are essential to students intending to pursue careers in the service sector. This module addresses the primary skills necessary in obtaining and holding a management position. This module constitutes the cornerstone of personal development planning which is then developed throughout the programme.
  • The Arts of Employability
    • This module aims to provide knowledge and understanding of the working environment, specifically tailored to the world of hospitality. It introduces the importance of knowing your industry and what employers look for in a potential employee. The module will explore what employability is and how students can best prepare for practical life in the hospitality industry away from school
  • Language (French, German, Spanish or Mandarin) 
    • This module offers students a choice of one of four possible languages throughout their studies.

 

Internship (6 months)

  • Practical Experience
    • This module enables students to consolidate the theoretical knowledge and practical skills acquired during term one of the diploma programme in a real-life working environment. It provides students with the opportunity to observe and appraise the interrelationship of theory and practice within a working environment preferably related to food and beverage.

      Worldwide internship (local conditions apply) or paid in Switzerland (6 months)

      Minimum monthly gross salary in Switzerland: CHF 2,212.‒

 

Year 2 - Caux Campus

Rooms Division Management

Semester 2 (5 months)


  • Management Principles
    • The course is designed to introduce students to the functions of managing people in the Hospitality industry. The course is centred towards the interaction of management and employees, with the key focus on behavioural management psychology. This module provides basis for critical self and group dynamics, which influence the organizational employees’ engagement and performances, in the hospitality industry. Through critical reflection, individual and group exercises, students will assimilate and will be able to apply management principles as vital soft skills for organization succes 
  • Financial Accounting 
    • This module is designed to take the student through the basics of financial data collection, calculation (including various asset valuation techniques), organisation and reporting. It provides an introduction to the corporate environment and operating structures 
  • Business Communication
    • This module presents an analysis of the types of communication processes, which occur in the internal and external business environment, beginning with an examination of the theoretical underpinning of communication in businesses. Emphasis is placed on writing skills, reports and presentations, using technology to communicate. 
  • Housekeeping Management
    • This module is designed to enable students to develop an understanding of both the principles of housekeeping management and the function of housekeeping operations, and their application in today's hospitality industry. It also incorporates knowledge and application of budget control, staff productivity and performance, as applied to housekeeping, within an international hotel environment 
  • Front Office Management and Concierge Services
    • This module aims to give students a 360 degrees’ overview of the front office department of a hotel. The various aspects of front office management, including customer relations, systems and personnel, which contribute to the effective supervision of this department are analysed in depth. It is structured to allow students to develop their own versions of the guest cycle and are encouraged to innovate the front desk activities through research and group activities. This module is designed to transform the student’s perception of exceeding customer service expectations.  The corner stones of the module will help build hospitality competencies in innovative solutions, building enduring relationships and achieving excellence.  It aims to develop world-class concierge service skills, along with the required leadership and communication skills needed to succeed in concierge and hospitality operations.
  • Hotel Information Systems
    • Hotel Information Systems focuses on two main purposes IT is used in hotels today. The first being technologies that enhance a hotels performance, whiles the second is what happens behind the scenes in hotels enhancing a hotels efficiency. Technologies in this sphere are numerous ranging from distribution, Customer Relationship Management, E-marketing, websites, Revenue Management, Points of Sale, and Property Management Systems (OPERA). The course aims to demonstrate the functions of this software and how they are used in different categories of hotels.  When concluding this course students are able to identify, adapt and implement different types of technologies in the hotel they would eventually be working at 
  • Marketing and Branding
    • This module is designed to introduce students to the principles of marketing by addressing key aspects including the marketing mix, market segmentation, differentiation and positioning. An emphasis is placed on examining how the various elements of marketing are interlinked and how they add to an organization’s competitive positioning and overall strategic aim. This is set in context with today’s demand for contemporary online marketing & PR activities and their importance of storytelling and branding in the hospitality industry. The module puts strong emphasis on new technologies and looks beyond the traditional approach to marketing and the medias.
  • Events Management
    • By seeking to define 'events management' this module aims to identify the distinct nature of the sector and locate it within the wider service industry. The evolution of a rich diversity of events from community arts to mega and major events requires potential managers to be aware of the scale and scope of those events so as to identify the knowledge and skills necessary to work effectively within the industry. Furthermore, the module aims to develop an understanding of the theory pertaining to MICE (Meetings, Incentives, Conferences and Exhibitions) and the complexities of managing event CSFs and KPIs. 
  • Language (French, German, Spanish or Mandarin) 
    • This module offers students a choice of one of four possible languages throughout their studies.

 

Hospitality Management Pathway Electives:

Leads to Hospitality or Hospitality & Events pathways

 

  • Event Operations

    • Students will be introduced to the complexity of event operations and key components of event planning and management. This module requires students to draw on theory and previously acquired underpinning knowledge and skills of F&B and event management to organise a complex event including the functions of marketing, fundraising, human resources, financial control, quality assurance as well as F&B aspects. Success will be measured by setting and measuring specific event CSFs and KPIs. 

  • Corporate Social Responsibility
    • This module will develop students’ knowledge and understanding of corporate social responsibility (CSR) and ethics in hospitality business and tourism management. Students will be introduced to and familiarized with individuals’ and companies’ ethical behaviour and will critically review the impact of such behaviours on both business and tourism environments.  

 

Internship (6 months)

  • Practical Experience
    • This module enables students to consolidate the theoretical knowledge and practical skills acquired during term one of the diploma programme in a real-life working environment. It provides students with the opportunity to observe and appraise the interrelationship of theory and practice within a working environment preferably related to Front Office, HR, Marketing or Design.

      Worldwide internship (local conditions apply) or paid in Switzerland (6 months)

      Minimum monthly gross salary in Switzerland: CHF 2,212.‒

 

Year 3 - Leysin Campus

Swiss Higher Diploma in Hospitality Management

Semester 3 (5 months)


  • Strategies for Yield Management
    • This module aims to provide the skills to make smart, strategic decisions about revenue and managing occupancy, pricing and marketing. Hotel revenue management is an increasingly vital function and involves a coordinated effort across the organisation. Hotels can increase revenue by balancing demand, reservation scheduling and variable pricing. It is essentially selling the right room to the right person at the right time for the right price.

      The module employs a simulation exercise that focuses primarily on pricing, advertising and revenue forecasting as the prime decisions. Market and rate strategies are analysed through case studies. Students learn to design and implement displacement and pricing strategies for room block RFPs (Request for Proposal) for large MICE (Meetings, Incentives, Conferences and Exhibitions) room blocks and smaller SMERF (Social, Military, Educational, Religious and Fraternal) groups.
  • Human Resource Management
    • This module is designed to develop an appreciation of human resource management in general and in the specific context of the hospitality industry. The module emphasises the interaction of management and employees and encourages the critical appraisal of organisational and management processes and their influence on people within the hospitality industry.
  • Marketing Management for the Service Industry
    • This module explores the phenomenal growth of consumption on a global context and the role of marketing and specifically promotion in relation to this. In so doing, the module identifies links between the strategic marketing process and marketing roles within global competitive business environments. This module aims to give students knowledge of the planning process that is specifically related to service industry marketing. The module aims to develop student’s market research and analytic skills related to a practical marketing planning issue, through the use of real-world case studies and guest lectures. The module aims to deliver a balance of service marketing planning theory, practical problem-solving case assignments and current topical issues in service marketing.
  • Independent Research Project
    • The service economy relies on particular research method techniques in order to cope with the intangibility of the products and an inherent customer focus. Understanding consumer’s wants and needs as well as satisfaction levels is still an underskilled and under-researched area. Graduates with research skills and the ability to investigate consumer preferences are in demand by the industry.

      This module aims to develop the research and reporting skills of students. The module is progressing from basic skills including referencing and writing literature reviews to critically analysing a range of research methodologies used by the service sector.
  • Managerial Accounting
    • The module focuses on the use of financial analysis and control techniques utilising relevant data, based on a variety of case studies. It also addresses investment in the hospitality industry, financial projections and portfolio management.
  • MICE Markets and Logistics
    • The meetings, incentives, conferences and exhibition markets (MICE) are diverse and dynamic. They encompass many specialised segments and each poses significant challenges to the management of facilities and services within the events industry. This module seeks to develop in students an awareness of the complexity of the market segments within the broader sphere of the events industry. It aims to classify and analyse the distinct target markets within the sector and establishes a framework for the evaluation of the needs of these groups, enabling students to identify appropriate strategies for target selection. By developing an appreciation and evaluation of these sectors, students learn to be able to respond to the dynamic challenges in managing events resources.

      The module seeks to encompass an understanding of the management of market groups’ needs, issues relating to demography and rotation, distribution and supply of events within the MICE sector, segmentation and positioning. It develops an evaluation of the choice and selection criteria of MICE market decision-makers and identifies appropriate strategies for enhanced event business performance.
  • Management Projects
    • This module aims to synthesise the key management disciplines within one capstone project, comprising considerations of market research, financial analysis, human resource management and marketing towards the development of a feasibility study.
  • Intercultural Communication
    • This module analyses and discusses the meaning and nature of culture as expressed in different geographical areas of the world. Culture pervades all aspects of our lives. Consequently, in a world of increasing globalisation, managers need to be aware of ʻcultures consequence’. This is especially significant for hospitality managers who work in a multicultural environment of both employees and consumers. In an increasingly competitive environment, cultural sensitivity in business practice may form a source of competitive advantages.
  • Facilities Design and Management
    • The aim of this module is to enable students to explore the essential elements in the acquisition, maintenance, management quality systems and control of premises, plant and equipment used in the hospitality, leisure and tourism sectors. It is a broadly based module that covers the related understanding of maintenance, design and energy management and their application to current and future industry practice.
  • Hospitality Economics
    • The economics of hospitality in an introductory module arms students with a solid working knowledge of economic concepts and analytical techniques as they apply to hospitality. Knowledge of economic trends and conditions is fundamental to strategic planning and project development in any business. This module examines macro and microeconomic theories as they apply to the hospitality industry. Supply and demand, equilibrium, elasticity, substitute and complementary goods, fiscal and monetary policy, capital formation, competition, business cycles, externalities, price theory, international economics, taxation and regulation are addressed.
  • Professional Career Development
    • Professional career development equips students with both the specific business skills and the transferable skills needed to succeed in the highly competitive and fast-changing business environment of today. Through the introduction of business theory, close investigation and the analysis of business practices, students gain a thorough understanding of the workings and outcomes of professional approaches to the business environment. On completion of this course, students have acquired the high level of skills necessary for an international career. Moreover, they have also gained awareness of some of the complex issues that face the business community, an awareness that guarantees every continued success in the world of business.
  • French, German, Spanish or Mandarin
    • Students who study their chosen language in year two are required to carry on the same language in year three.

 

Year 3 - Leysin Campus

Swiss Higher Diploma in Hospitality and Events Management

Semester 3 (5 months)


  • Strategies for Yield Management
    • This module aims to provide the skills to make smart, strategic decisions about revenue and managing occupancy, pricing and marketing. Hotel revenue management is an increasingly vital function and involves a coordinated effort across the organisation. Hotels can increase revenue by balancing demand, reservation scheduling and variable pricing. It is essentially selling the right room to the right person at the right time for the right price.

      The module employs a simulation exercise that focuses primarily on pricing, advertising and revenue forecasting as the prime decisions. Market and rate strategies are analysed through case studies. Students learn to design and implement displacement and pricing strategies for room block RFPs (Request for Proposal) for large MICE (Meetings, Incentives, Conferences and Exhibitions) room blocks and smaller SMERF (Social, Military, Educational, Religious and Fraternal) groups.
  • Human Resource Management
    • This module is designed to develop an appreciation of human resource management in general and in the specific context of the hospitality industry. The module emphasises the interaction of management and employees and encourages the critical appraisal of organisational and management processes and their influence on people within the hospitality industry.
  • Marketing Management for the Service Industry
    • This module explores the phenomenal growth of consumption on a global context and the role of marketing and specifically promotion in relation to this. In so doing, the module identifies links between the strategic marketing process and marketing roles within global competitive business environments. This module aims to give students knowledge of the planning process that is specifically related to service industry marketing. The module aims to develop student’s market research and analytic skills related to a practical marketing planning issue, through the use of real-world case studies and guest lectures. The module aims to deliver a balance of service marketing planning theory, practical problem-solving case assignments and current topical issues in service marketing.
  • Independent Research Project
    • The service economy relies on particular research method techniques in order to cope with the intangibility of the products and an inherent customer focus. Understanding consumer’s wants and needs as well as satisfaction levels is still an underskilled and under-researched area. Graduates with research skills and the ability to investigate consumer preferences are in demand by the industry.

      This module aims to develop the research and reporting skills of students. The module is progressing from basic skills including referencing and writing literature reviews to critically analysing a range of research methodologies used by the service sector.
  • Managerial Accounting
    • The module focuses on the use of financial analysis and control techniques utilising relevant data, based on a variety of case studies. It also addresses investment in the hospitality industry, financial projections and portfolio management.
  • MICE Markets and Logistics for Events
    • The meetings, incentives, conferences and exhibition markets (MICE) are diverse and dynamic. They encompass many specialised segments and each poses significant challenges to the management of facilities and services within the events industry. This module seeks to develop in students an awareness of the complexity of the market segments within the broader sphere of the events industry. It aims to classify and analyse the distinct target markets within the sector and establishes a framework for the evaluation of the needs of these groups, enabling students to identify appropriate strategies for target selection. It also aims to introduce the concept of logistics management within the event industry and identifies those techniques and tools available to the events manager. Logistics for the industry must include identification and information of the supply side and the potential for evaluation of other service providers, which is often linked to management information systems.

      By developing an appreciation and evaluation of these sectors, students are able to respond to the dynamic challenges in managing event’s resources. The module seeks to encompass an understanding of the management of market groups’ needs, issues relating to demography and rotation, distribution and supply of events within the MICE sector, segmentation and positioning. It develops an evaluation of the choice and selection criteria of MICE market decision-makers, and identifies appropriate strategies for enhanced event business performance.
  • Management Projects
    • This module aims to synthesise the key management disciplines within one capstone project, comprising considerations of market research, financial analysis, human resource management and marketing towards the development of a feasibility study.
  • Event Project Planning
    • Planning is an essential part of event management and is a process, which needs careful consideration of spatial, temporal, internal and external factors, whilst at the same time allowing flexibility to adapt to changing situations. Key theoretical planning concepts and processes are applied to different events and different sectors. This incorporates not just the technical planning of the event but also assesses the wider external variables, which must be considered at this stage of the project.
  • Event Project Organisation
    • This module follows the event as it takes shape through the different operational stages. Integration of activity becomes crucial, as the staging of the event is imminent. This is when the production team pulls together the different operational and logistical strands of the event. It is also essential to understand that the process continues after the event, as the shutdown takes place and the monitoring and evaluation are undertaken.
  • Hospitality Economics
    • The economics of hospitality in an introductory module arms students with a solid working knowledge of economic concepts and analytical techniques as they apply to hospitality. Knowledge of economic trends and conditions is fundamental to strategic planning and project development in any business. This module examines macro and microeconomic theories as they apply to the hospitality industry. Supply and demand, equilibrium, elasticity, substitute and complementary goods, fiscal and monetary policy, capital formation, competition, business cycles, externalities, price theory, international economics, taxation and regulation are addressed.
  • Professional Career Development
    • Professional career development equips students with both the specific business skills and the transferable skills needed to succeed in the highly competitive and fast-changing business environment of today. Through the introduction of business theory, close investigation and the analysis of business practices, students gain a thorough understanding of the workings and outcomes of professional approaches to the business environment. On completion of this course, students have acquired the high level of skills necessary for an international career. Moreover, they have also gained awareness of some of the complex issues that face the business community, an awareness that guarantees every continued success in the world of business.
  • French, German, Spanish or Mandarin
    • Students who study their chosen language in year two are required to carry on the same language in year three.

 

Year 3

Bachelor of Arts (Honours) in International Hospitality Management

Semester 4 (5 months)


Global Trends

  • Contemporary Trends
    • This module is an individually centred module that needs the maximum degree of personal reflection and critical analysis of students' views on the future for the industry. This module enables students to do this in the following ways: provide in-depth analytical knowledge needed to address key strategic developments in their chosen industry/sector to ensure that students can see what the future may look like for them and where they fit within that future direction; help students at job interviews by knowing how to contextualise their academic learning, reflect and confirm that they possess the transferable skills necessary for their chosen industry/sector.
  • Food and Beverage Development
    • This module seeks to combine the skills and knowledge gained throughout study in semester four with the theories of consumption, customer, trends, issues and contemporary hospitality industry. It also attempts to provide a platform for future prospects within food and beverage operations. The growth of both corporate and independent outlets and societal shifts over the past decades has let to changes in consumer demand, expectations and a plethora of new product developments. The central theme for this module is therefore "how is the contemporary industry reflecting these changes in research, development and training or is it stuck rigidly in the traditions of the past?"

Business Strategy

  • Strategic Management
    • Service sector organisations must recognise the need to stay abreast of changes in the external environment and remain goal focused to ensure company objectives are met in both the short and long term. Increasing competition, dynamic customer demand and the pace of technology have led to a realisation that organisations need to be flexible, agile and responsive to change. To this end, businesses need to identify and critically examine future developments within the service sector and develop appropriate management strategies and actions to facilitate change.

      Organisations that are risk adverse take longer to proactively meet the changing external environment and this module seeks to develop an awareness of the organisational approach to risk by analysing appetite and maturity levels. The module aligns with the nationally recognised need for undergraduates to have a far deeper understanding and greater knowledge of international issues and general awareness of the global agenda.
  • Strategic Human Resource Management and Business Strategy
    • The strategic development of service sector organisations has been marked by recognition that good service quality contributes significantly to competitive advantage. Further, globalisation, increasing competitive pressures and changing customer demands have led to the realisation that successful service organisations need to be flexible and responsive to change. This module provides a forum for the exploration of recent developments in management theory and practice, relating these to the strategic and operational perspectives of service sector encounters. Companies need to identify and examine future developments within the service sector and develop scenarios for facilitating and managing change.

Operational Leadership

  • Digital Marketing
    • Consumers have access to an unlimited amount of information online about the products they are interested in. They an use online search, review sites and social media to assess those products before purchase. Digital marketing therefore is becoming the dominate driver in business today and hospitality and event marketers need to master the skills of communicating with their audiences onling to create awareness and interest around their products. This module aims to build knowledge and understanding on how to create a successful online communication plan with the use of Social Media Marketing, Content Marketing, Viral Marketing and Online Public Relations.
  • Leadership across Cultures
    • With the globalisation of service, managing a multicultural workforce to meet the expectations of an increasingly divers market has become a major task for hospitality managers. This module attempts to provide the students with an opportunity not only to understand cultural difference and how this impacts upon the organisational performance within the hospitality industry but also to critique relevant theories with applications into practice and formulate an appropriate strategy to deliver quality service that meets expectations of international clientele. Managing cultural issues are addressed as competitive advantage throughout the module using key mimetic themes of cross-cultural analysis.
  • International Resort and Spa Management
    • This module examines how hospitality, resort and spa organisations develop and manage their business in a competitive global environment. Resort-based leisure is now a key component in the tourism industry at a regional, national and international level. Students examine and evaluate the diverse range of resort developments such as mixed use and ʻlife-style’ resorts, spa all-inclusive destinations, mega-resort developments, adventure, eco and luxury branded developments. The rise of spa, wellness and therapeutic and relaxation-based resorts as part of the leisure experience is a significant area of study within the module.
  • Independent Study
    • The independent study offers students the opportunity to develop their analytical and critical skills in an extended analysis of a business topic, selected by the student and supervised by a member of the teaching team. The nature of the independent study varies from student to student and from course to course. The study can take the form of a critical case study, a dissertation or a work-based management project on a subject of the student choice, with the supervision of member of staff. The content includes an elaboration of the background factors involved in the situation; an evaluation of the relevant theories and concepts; an applicable methodological approach and a critical analysis of the subject selected.

 

Dissertation / Independent Study (6 weeks)

For the period of their dissertation, students can choose between distance or on-campus learning. In both cases strong support and supervision is provided.

 

Year 3

Bachelor of Arts (Honours) in International Hospitality and Events Management

Semester 4 (5 months)


Global Trends

  • Contemporary Trends
    • This module is an individually centred module that needs the maximum degree of personal reflection and critical analysis of students' views on the future for the industry. This module enables students to do this in the following ways: provide in-depth analytical knowledge needed to address key strategic developments in their chosen industry/sector to ensure that students can see what the future may look like for them and where they fit within that future direction; help students at job interviews by knowing how to contextualise their academic learning, reflect and confirm that they possess the transferable skills necessary for their chosen industry/sector.
  • Sustainable Events Management
    • The module considers the growing relevance and understanding of sustainability related issues and practices in global hospitality and events industries. The concepts of sustainability are debated in light of the issues facing the industries today. The module examines increased stakeholder pressures to adopt more sustainable practices and argues business case for adoption of sustainable management. CSR (Corporate Social Responsibility) and its importance in modern business world are explored. The module is developed in appreciation of sociocultural, environmental and economic impacts of tourism and leisure industry.

Business Strategy

  • Strategic Management
    • Service sector organisations must recognise the need to stay abreast of changes in the external environment and remain goal focused to ensure company objectives are met in both the short and long term. Increasing competition, dynamic customer demand and the pace of technology have led to a realisation that organisations need to be flexible, agile and responsive to change. To this end, businesses need to identify and critically examine future developments within the service sector and develop appropriate management strategies and actions to facilitate change.

      Organisations that are risk adverse take longer to proactively meet the changing external environment and this module seeks to develop an awareness of the organisational approach to risk by analysing appetite and maturity levels. The module aligns with the nationally recognised need for undergraduates to have a far deeper understanding and greater knowledge of international issues and general awareness of the global agenda.
  • Public Relations and E-Marketing for Hospitality and Events
    • In todayʼs increasingly competitive marketing environment there has been a shift from traditional marketing techniques towards a more aggressive style of marketing. This trend is all too evident in the events industry as local, regional and national organisations recognise the multitude of benefits derived from the hosting of events, festivals and conferences. There is a need to look beyond the traditional approach to marketing and instead identify a strategic alternative approach necessary for the events industry today. The need for a range of marketing techniques is paramount to the successful marketing of an event; this module aims to build on semester-three knowledge of public relations, relationship marketing, guerrilla marketing and electronic marketing for the events industry.

Operational Leadership

  • Digital Marketing
    • Consumers have access to an unlimited amount of information online about the products they are interested in. They an use online search, review sites and social media to assess those products before purchase. Digital marketing therefore is becoming the dominate driver in business today and hospitality and event marketers need to master the skills of communicating with their audiences onling to create awareness and interest around their products. This module aims to build knowledge and understanding on how to create a successful online communication plan with the use of Social Media Marketing, Content Marketing, Viral Marketing and Online Public Relations.
  • Leadership across Cultures
    • With the globalisation of service, managing a multicultural workforce to meet the expectations of an increasingly divers market has become a major task for hospitality managers. This module attempts to provide the students with an opportunity not only to understand cultural difference and how this impacts upon the organisational performance within the hospitality industry but also to critique relevant theories with applications into practice and formulate an appropriate strategy to deliver quality service that meets expectations of international clientele. Managing cultural issues are addressed as competitive advantage throughout the module using key mimetic themes of cross-cultural analysis.
  • International Resort and Spa Management
    • This module examines how hospitality, resort and spa organisations develop and manage their business in a competitive global environment. Resort-based leisure is now a key component in the tourism industry at a regional, national and international level. Students examine and evaluate the diverse range of resort developments such as mixed use and ʻlife-style’ resorts, spa all-inclusive destinations, mega-resort developments, adventure, eco and luxury branded developments. The rise of spa, wellness and therapeutic and relaxation-based resorts as part of the leisure experience is a significant area of study within the module.
  • Independent Study
    • The independent study offers students the opportunity to develop their analytical and critical skills in an extended analysis of a business topic, selected by the student and supervised by a member of the teaching team. The nature of the independent study varies from student to student and from course to course. The study can take the form of a critical case study, a dissertation or a work-based management project on a subject of the student choice, with the supervision of member of staff. The content includes an elaboration of the background factors involved in the situation; an evaluation of the relevant theories and concepts; an applicable methodological approach and a critical analysis of the subject selected.

 

Dissertation / Integrated Business Project (6 weeks)

For the period of their dissertation, students can choose between distance or on-campus learning. In both cases strong support and supervision is provided.

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