FIELD OF STUDY : TRAVEL MANAGEMENT

DESCRIPTION
No. 1 Type of Institution :
a) LSP : -
b) TUK: -
c) Training Centre: International Management Institute (IMI) is a Training Centre for
vocational and management studies in hospitality and tourism, where travel
management is partially taught in a number of programmes.
No. 2 Collaboration Type :
a) Certified by Institution: all participants will be assessed (during the process and at the
end of the training programme) against the competency standards, and if they are
considered ‘competent’ they will obtain Certificate of Completion issued by the
International Management Institute (IMI), Switzerland.
b) Certified by Association or Certification Body: N/A
For the participants who do not pass the assessment, they will be given a chance for remedial
evaluation where possible.

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No. 3 Matching with the Field/Requirement/TOR :
Since the opening of the Institute, IMI has been offering vocational studies in tourism and
hospitality field, and the most recent vocational programme, in collaboration with the
Educational Department of Canton of Luzern, is the Swiss Degree in International Hospitality
Management. However, as a response to the market demand, academic programmes
particularly at the postgraduate level are also provided.
Related to the above description, the educational and training programmes offered at IMI are
always designed based on the needs of the industry. The relevancy of those programmes with
the users’ requirement can be seen from the high demand of the industry to the graduates of
IMI, and the successfulness of IMI alumni in their careers and businesses.
For the Courses of ‘The Overseas Non-Degree Vocational Competence Retooling Scholarship
Program for Lecturer of Vocational Higher Education’ on Culinary, IMI will offer a bespoke
programme aligned with learning competencies and learning outcomes complimentary to
those established by the National Professional Certification Body (BNSP) of Indonesia and the
Common ASEAN Tourism Curriculum and Regional Qualifications and Skills Recognitions
Systems. This will be relevant to the aim of the course and its participants who are the
Lecturers of Vocational Higher Education.
No. 4 Competency Profile and Methodology.
Due to limitation of time (program duration about 4 weeks), IMI will run the vocational
Competence Retooling Programme which will be at the same level of Travel Management
Advanced Diploma. This qualification reflects the role of senior manager with advanced
operational skills who use broad range of travel qualifications combined with specialised
managerial skills and substantial knowledge of industry operations. They operate with
significant autonomy and are responsible for making strategic business management and
operational decisions.
This qualification provides a pathway to work in many travel and tourism industry sectors and
for a diverse range of employment in travel agencies, tour wholesalers, tour operators,
inbound tour operators, and other tourism businesses.
This program will be suitable for retooling the competencies of the lecturers of vocational
study as it will describe many managerial aspects in travel business, such as: developing
tourism products, and implementing a business, and establishing marketing strategies.
Possible job titles include:
• Account Manager
• Business Development Manager
• Director of Groups and Incentives
• Director of Marketing
• Director of Product Development Operations Manager
• Director of Sales
• General Manager.

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The approach used in this training program is Competency Based Training. It is an approach
in teaching and learning emphasized into concrete skills than abstract learning. It differs from
other non-related approaches as rather than a course or a module, every individual skill or
learning outcome (known as a competency) is one single unit. Learners work on one
competency at a time, which is likely a small component of a larger learning goal. The student
is evaluated on the individual competency and can only move on to other competencies after
they have mastered the current skill being learned. After that, higher or more complex
competencies are learned to a degree of mastery level.
Competency-based training is developed around the competency standards that have been
identified for a specific job. To be assessed as competent, a person must demonstrate the
ability to perform the job’s specific tasks.
Benefits of a Competency-Based Training, among others are :
1. To ensure that training is cost-effective, goal-oriented and productive.
2. The target of specific training needs can be precisely determined in advance.

The approach used in this training program is blended between Competency Based Training
in a practical environment and Face to Face instruction in classrooms. The learning
competencies and subsequent learning outcomes are taught within complimentary modules.
The student is evaluated on each competency either in the form of practical summative
assessment or on summative written work. Formative assessements will be used to support
the development of these.
No. 5 Institution profile (incl partner portofolio, ranking and banking credibility) :
IMI International Management Institute, Switzerland is a unique private school offering
cutting edge hospitality education from foundation level all the way to Masters in Business
Administration. We are a world-renowned international hotel management school with
strong links in all continents of the globe. At the same time, we have deliberately remained
small with a maximum of 220 students per semester, thus delivering a highly personalised
educational experience. Our graduates can be found in senior management positions all
around the world. Their success shows that to reach the top it pays to start at the top.
IMI International Management Institute Switzerland first opened its doors on July 30th 1991.
Our founders Mr. Heinz Bürki, Mr. Tom Maher and Mr. Rudolf Fischer along with 10 staff
members welcomed 55 students. Today IMI’s 60 strong staff welcomes around 200 students
per semester from all over the world to our Luzern campus. We have deliberately remained
small. This way our students can be assured of a highly personalised and individual approach
to their learning.
2016 marked the 25th anniversary of IMI International Management Institute Switzerland.
Over the past quarter-century we have prided ourselves in offering our students the highest
level of hospitality education and a unique welcoming atmosphere that means that, 25 years
later, we are still producing happy and successful graduates.
Our vision is to be the leading Swiss provider in hospitality and business education with a
worldwide reputation for the employability of our graduates in the hospitality, business and
service industries based on academic, professional and personal excellence.

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Our mission is to provide hospitality and service management higher education to students
from all over the world, and nurture them to become accomplished and successful hospitality
and business executives for the global economy.
Our Values
Our vision and mission are supported by five core value pillars upon which we base our
activities to develop well-balanced students:
1. Academic Quality and Currency
2. Professional Development and Lifelong Learning
3. Innovation, Creativity and Diversity
4. Personal Integrity, Responsibility and Belonging
5. Family Atmosphere and Personal Touch
Our Commitments
We are committed to developing graduates who make a difference through:
• maximizing employment opportunities for our graduates and developing a global
career network,
• engendering self-confidence, entrepreneurship and flexibility in a fast-changing world,
• providing individual support to recognize talents and help students realize their
potential,
• acting as role models demonstrating cultural empathy, understanding, honesty and
integrity
• We are committed to our staff, academic partners and employers through:
• actively supporting professional development,
• ensuring open communication and engagement with contemporary quality assurance
procedures,
• liaising with industry on program design and graduate employability,
• demonstrating commitment to principles of corporate social responsibility.
IMI has a number of strong academic partnerships with well-known and established academic
institutions in the UK and across the world.
Our Hospitality undergraduate and postgraduate programmes are validated by Manchester
Metropolitan University, one of the top universities in the UK in the field of hospitality and
tourism management education.
In addition, IMI’s Culinary undergraduate programmes are validated by Oxford Brookes
University, UK, also one of the top universities in the UK in the field of hospitality management
education.
IMI also has a long-standing partnership with the Confederation of Tourism and Hospitality
(CTH), one of UK’s biggest and most important professional associations and is now working
on the introduction of a new MSc in International Hospitality & Events Management.
Last but not least, a latest addition to IMI’s portfolio is the new Swiss Degree in International
Hospitality Management (Dipl. Hôtelier/ère-Restaurateur/rice HF), which is currently under
Federal Recognition. This programme is offered in collaboration with Kanton Luzern.

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No. 6 Resources :
a) Facilities: Provision of appropriate facilities, such as classrooms and lecture theatres,
specialist software as needed etc.

b) Lecturers:
Full-Time Faculty
• Prof Theodore Benetatos, Academic Dean & Senior Lecturer
• Mr Gareth Currie, Deputy Academic Dean, Undergraduate Programmes Leader
& Senior Lecturer
• Prof Gavin Caldwell, Director of Operations, Human Resources & Partner
Schools, Senior Lecturer
• Mr Anthimos Georgiou, Quality Assurance Officer & Senior Lecturer
• Mr Arnaud Frapin-Beauge, Examinations Office & Senior Lecturer
• Dr Carrie-Ann Bruehlmann, Swiss Degree Programme Leader, Senior Lecturer
• Mr Ioannis Evagelou, Postgraduate Programmes Leader, Lecturer
Part-Time Faculty
• Mr Matthias Pfeiffer, Senior Lecturer
Visiting Faculty
• Prof Chris Cooper, Professor School of Events, Tourism & Hospitality
Management, Leeds Beckett University, UK
• Prof John Fenby, ex-Academic Dean of IMI
• Mr Larry Bowman, International Hospitality Consultant & Senior Lecturer
• Mr Richard Cooper, Senior Lecturer Sheffield Hallam University, UK
• Mr Urs Keiser, Consultant, Managing Partner Conim AG & Senior Lecturer
• Mr Daniel Vareta, SEO Consultant and Managing Partner World Sites AG,
Zurich
• Mr Dominik Stamm, Manager Bucherer Watches, Luzern & Visiting Lecturer

c) Industry Connection: The Travel Management programme involves a number of

Visiting Lecturers and industry professionals who will deliver specific industry-focused
sessions on a variety of travel-related topics and contemporary areas.

d) Course and Curriculum.

a. Course
The course will be set-up based on the following list of competency units.

List of Competency units:

1. Develop and implement a business plan
2. Manage risk
3. Develop tourism products
4. Develop and manage quality customer service practices
5. Lead and manage people

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 6. Develop and implement marketing strategies
7. Allocate tour or activity resources
8. Provide advice on international destinations
9. Use a computerised reservations or operations system
10. Provide specialist advice on cruises
11. Develop and maintain the general and regional knowledge required by guides
12. Prepare specialised interpretive content on marine environments
13. Prepare specialised interpretive content on cultural and heritage environments
14. Investigate and design e-business solutions
15. Implement e-business solution
16. Develop, implement and monitor the use of social media in a business
17. Build and launch a small business website
18. Monitor staff performance
19. Plan e-marketing communications
20. Research and analyse tourism data

b. Curriculum :
Module Title Taught Hours Practical/Classroom Complimenting the
Engagement following
competencies
Tour Guiding Operations 30 0/30 3, 4, 7, 8, 10, 11, 12,
Planning 13
New Travel Venture 30 0/30 1, 2, 3, 19, 20
Creation & Innovation
Travel and Tour 30 0/30 2, 5, 7, 9, 14, 15, 17,
Operations Management 18
Marketing Travel & 30 0/30 6, 7, 12, 13, 16, 17,
Tourism Products 19, 20

e). Learning Outcomes

At the end of training program, participant must be able to :
1. Develop and implement a business plan and managing risk
2. Develop tourism products and allocate tour or activity resources
3. Develop and implement marketing strategies, including managing quality customer
service practices
4. Research and analyse tourism data and plan e-marketing communications
5. Use a computerised reservations or operations system
6. Implement e-business solution
7. Provide advice on international destinations
8. Develop and maintain the general and regional knowledge required by guides
9. Lead and manage people and monitor staff performance
10. Provide specialist advice on cruises

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11. Prepare specialised interpretive content on marine environments
12. Prepare specialised interpretive content on cultural and heritage environments
13. Investigate and design e-business solutions
14. Develop, implement and monitor the use of social media in a business
15. Build and launch a small business website

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 Module title: Tour Guiding Operations Planning

1. MANAGEMENT DETAILS

Module leader:
Mode of delivery: 30 hours Face to Face Classroom Instruction
Hours 30
Pre-requisites: N/A

Co-requisites: N/A

2. MODULE AIMS

This module aims to provide participants with contemporary knowledge, insights and practices on how
to plan and develop integrated tour guiding experiences and experiential tourism products. More
specifically, attendees will learn how to use information of international destinations and alternative
tourism activities in order to design specialised packages for travellers and tourists in various
destinations.

3. LEARNING COMPETENCIES
On successful completion of this module, students will have gained knowledge and skills
complimentary to:
1 Develop tourism products
2 Develop and manage quality customer service practices

3 Allocate tour or activity resources

4 Provide advice on international destinations
5 Provide specialist advice on cruises
6 Develop and maintain the general and regional knowledge required by guides
7 Prepare specialised interpretive content on marine environments
8 Prepare specialised interpretive content on cultural and heritage environments
4. OUTLINE SYLLABUS

The unit will cover the following topics:

1. Introduction to tourism destinations and tourism geography
2. Tourism experiences and quality service management
3. Tour Guiding: practices, developments and contemporary trends
4. Content management for tour guide packages and the use of modern technology
5. Augmented Reality and Virtual Reality in Tour Guide Programmes and Activities
6. Cases of tour guiding programmes specialised on marine environments and places of cultural and
heritage interest

5. TEACHING LEARNING AND ASSESSMENT STRATEGY

The unit will be taught through a combination of practical work, lectures, demonstrations, practice,
professional videos and handouts.
 Module title: New Travel Venture Creation & Innovation

1. MANAGEMENT DETAILS

Module leader:
Mode of delivery: 30 hours Face to Face Classroom Instruction
Hours: 30
Pre-requisites: N/A

Co-requisites: N/A

2. MODULE AIMS

The unit will integrate entrepreneurship, creativity and innovation as critical factors for success in the
global travel arena in the context of new venture creation.

More specifically, it aims address new venture creation in the global travel sector through the prisms
of contemporary theories of innovation exploitation and entrepreneurship.

The unit begins with exploration of academic theories and practice, which would lay foundations for
the development of a business concept. Class discussions, academic and industry publications will be
used to further deepen theoretical knowledge of strategies and key aspects of entrepreneurship. It is
aimed to implement those concepts by preparing a business plan for a successful travel business.

3. LEARNING COMPETENCIES
On successful completion of this module, students will have gained knowledge and skills
complimentary to:
1 Develop and implement a business plan
2 Manage risk
3 Develop tourism products
4 Plan e-marketing communications
5 Research and analyse tourism data
4. OUTLINE SYLLABUS

• The New Venture Creation Framework: attractions and barriers to entrepreneurship, business
planning and the business plan.
• Finding a New Business Idea: New Venture Typologies, Spotting and Creating a business
opportunity, Generating a Business Idea, Techniques and the Viability of a New Business Idea
• Understanding your industry and your market: defining/describing/measuring/researching your
industry/market
• Identifying competitors and spotting the industry’s / market’s trends and prospects (Porter’s Five
Forces – assessing industry competitiveness)
• Structuring a Business Model: Identifying market segments, defining a value proposition for your
new business start-up, niche marketing strategy, pricing considerations, understanding your
customers and their benefits, Distribution channels.
• Marketing Strategies for your New Business Start-up: Vision and Values, Customer Loyalty, Brand
Building, Launching and Growing your New Business
• Launching a New Business: Finding your first customers, developing a communications campaign,
creating product/service and brand awareness, penetrating the market
• Building a Team: Finding the right people to work with and for your new business start-up,
building –up the organisational structure, creating a culture for the new venture, entrepreneurial
culture
• Legal Foundations: Safeguarding your business idea, legal forms of business, advantages and
disadvantages
• Organising Operations: identifying key activities, service and internet business imperatives
• The Management of Risk, Critical Success Factors and the overall Sustainability of New Ventures
• Identifying, assessing, monitoring and managing risk
• Financial Planning: Objectives, Forecasting, Tools – Income Statement, Cash Flow, Balance Sheet
• The Business Plan: Purpose, Structure and Contents – Presenting for Funding

5. TEACHING LEARNING AND ASSESSMENT STRATEGY

The unit will be taught through a combination of practical work, lectures, demonstrations, practice,
professional videos and handouts.
 Module title: Travel and Tour Operations Management

1. MANAGEMENT DETAILS

Module leader:
Mode of delivery: 30 hours Face to Face Classroom Instruction
Hours: 30
Pre-requisites: N/A

Co-requisites: N/A

2. MODULE AIMS

The aim of this module is to provide participants with an understanding of tour operations
management, including the planning, organizing and selling tours and travel products that will deliver
memorable and satisfying consumer experiences. In addition, attendees will be provided with skills
needed for the provision of professional and up-to-date advice to customers on travel options, travel
itineraries with specialized knowledge of destinations, travel products and alternative tourism
activities. Last but not least, this module will equip participants with essential skills for the supervision
and management of teams and employees.

3. LEARNING COMPETENCIES
On successful completion of this module, students will have gained knowledge and skills
complimentary to:
1 Manage risk
2 Lead and manage people
3 Allocate tour or activity resources
4 Use a computerised reservations or operations system
5 Investigate and design e-business solutions
6 Implement e-business solutions
7 Build and launch a small business website
8 Monitor staff performance
4. OUTLINE SYLLABUS

1. Principles and foundations of operations management

2. Operations management in the global travel and tourism industries
3. Delivering tours and tourism-related product experiences
4. Project management for travel and tourism
5. Technological platforms for integrated travel and tour activities delivery
6. Managing people

5. TEACHING LEARNING AND ASSESSMENT STRATEGY

The unit will be taught through a combination of practical work, lectures, demonstrations, practice,
professional videos and handouts.
 Module title: Marketing Travel & Tourism Products

1. MANAGEMENT DETAILS

Module leader:
Mode of delivery: 30 hours Face to Face Classroom Instruction
Hours: 30
Pre-requisites: N/A

Co-requisites: N/A

2. MODULE AIMS

This module aims to provide participants with an understanding of the principles and concepts of
marketing as well as the factors, which influence marketing decisions. Course attendees should
anticipate that they will gain skills on elaborating the marketing mix of a specific travel and tourism
organisation; planning, designing and conducting a market research activity; planning a promotional
campaign and designing promotional materials. Content management as well as the use of
contemporary technological solutions will also play a key role in the delivery of the module as well as
the participants’ learning experiences.

3. LEARNING COMPETENCIES
On successful completion of this module, students will have gained knowledge and skills
complimentary to:
1 Develop and implement marketing strategies
2 Allocate tour or activity resources
3 Prepare specialized interpretive content on marine environments
4 Prepare specialized interpretive content on cultural and heritage environments
5 Develop, implement and monitor the use of social media in a business
6 Plan e-marketing communications
7 Research and analyse tourism data
4. OUTLINE SYLLABUS

• Introduction to marketing and the marketing of services

• Marketing of travel and tourism: foundations and basic principles
• Market research and customer segmentation
• Emerging consumer segments and tourist typologies
• Designing customer experiences and packages for special-interest tourism types
• Designing an integrated marketing communication plan
• Monitoring and assessing effectiveness of e-marketing promotion and communications

5. TEACHING LEARNING AND ASSESSMENT STRATEGY

The unit will be taught through a combination of practical work, lectures, demonstrations, practice,
professional videos and handouts.