Académique Documents
Professionnel Documents
Culture Documents
4. Reference Points
The educational aims and outcomes of the Programme have been written with reference to the
following reference points.
The level of the Programme and the learning outcomes are consistent with the level
descriptors published by the Further and Higher Education Qualifications Framework
for England (FHEQ, 2008)
The outcome statements are informed by the Benchmark Statement for Hospitality,
Leisure, Sport and Tourism (2008)
http://www.qaa.ac.uk/assuring-standards-and-quality/the-quality-code/subject-
benchmark-statements/honours-degree-subjects
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Learning Outcomes
Learning outcomes are statements on what successful students have achieved as the result of
learning. These are threshold statements of achievement; the learning outcomes broadly fall
into four categories:
B Intellectual/Cognitive Skills
On successful completion of the Programme a student will be able to:
B1 Collect and analyse information to present reasoned arguments and decision-making
that demonstrate knowledge and understanding of the Hospitality Industry
B2 Use a range of established techniques to propose solutions to problems arising in a
Hospitality context
C Practical Skills
On successful completion of the Programme a student will be able to:
C1 Communication – verbal and written communication skills developed through a range
of activities and assessment methods
C2 Effective use of ICT skills in responding to set tasks – use of information technology
and an appreciation of its application in the Hospitality environment
C3 Evaluate, analyse and synthesise qualitative and quantitative information
C4 Problem Solving – experience developed of solving problems and decision making in
a variety of Hospitality contexts
C5 Improving own learning and performance – including lifelong learning skills,
continuous personal and professional development, managing time and workloads
D Key/Transferable Skills
On successful completion of the Programme a student will be able to:
D1 Research information about Hospitality situations using appropriate qualitative,
quantitative and ICT techniques and skills
D2 Demonstrate commercial awareness regarding the Wine and Beverage Service Sector
environment and an understanding of the cultural, moral, ethical, environmental and
legal issues that underpin best practice in the Hospitality Industry
D3 Display a range of personal and interpersonal skills, including the capacity for
continuous learning, taking initiatives, performing to deadlines, communicating
effectively and persuasively, which are skills necessary to enter a career in the
Hospitality Industry or to undertake further study
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6. Module Mapping
A1 A2 A3 B1 B2 C1 C2 C3 C4 C5 D1 D2 D3
LEVEL 4
Introduction to Tourism and Hospitality
Understanding Business Organisations
Finance for Managers
Hospitality Operations Management
Managing People in the Hospitality
Industry
Hospitality Property Management
LEVEL 5
Event Concepts
Event Management and Promotion
Food and Beverage Management 1
Food and Beverage Management 2
Hospitality Marketing
Revenue Management in the Hospitality
Industry
Students completing the Programme should meet the QAA's Benchmark Statement. The
outcome should be a student who has developed the skills, awareness and mindset to meet
the needs for further study or prospective employers. In addition the student will have
acquired valuable life skills such as self-awareness, creative problem solving, autonomy and a
positive attitude towards life-long learning opportunities, which can be translated into the
pursuit of further qualifications and careers.
7. Mode of Delivery
The Programme will be delivered in a full and part time mode normally over four consecutive
Semesters.
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8. Teaching and Learning Strategies
The underlying philosophy of the teaching and learning strategy in relation to this Programme
is to:
Help students achieve intended learning outcomes
Develop knowledge, understanding and skills in Hospitality management
Encourage students to take responsibility for independence in their learning
Provide an appropriate range of, and balance between, learning methods
Exploit any work experience which students have
Develop students’ English proficiency in relation to the Hospitality industry throughout
the teaching and learning in each module
Teaching and learning is designed to enable students to achieve intended learning outcomes.
These learning outcomes tie in to external reference points, such as relevant subject
benchmarks.
Skills for life and work (General Skills) are developed through
Developing and defending ideas and arguments in class and assessments in different
formats including Coursework, Presentations and Practical Workshops
Managing time by meeting deadlines for ongoing work throughout the semester
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The Programme should be both stimulating and demanding, and should lead students through
progressive stages of development through introducing
increasingly complex and open-ended tasks
increasingly sophisticated application of intellectual / conceptual and personal
(transferable) skills
increasingly independent study
The methods of learning and teaching are geared to progression and integration through the
levels of the Programme. The individual module descriptors provide details of learning
outcomes as well as methods of teaching and learning. The major forms of teaching methods
will be lectures and seminars, directed reading, interactive learning, case study analysis,
individual research, group learning activities and presentations. Industry practitioners will also
be used wherever possible, as repositories of up to date, expert knowledge in their specialist
or functional areas.
As Students progress from level 4 to level 5, they are expected to undertake more
responsibility for self managed and independent learning – namely where students are
expected to expand their knowledge and understanding by researching and studying the
subject area using their initiative.
LEVEL 4
Develop a rigorous approach to the acquisition of a broad knowledge base; employ a range of
specialised skills; evaluate information, using it to plan and develop investigative strategies
and to determine solutions to a variety of unpredictable problems; operate in a range of
varied and specific contexts, taking responsibility for the nature and quality of outputs.
At Level 4 students will be introduced to the key concepts required to succeed in today's
dynamic Hospitality environment. Modules will address a range of issues through both a
theoretical and practical lens in connection with creative Hospitality processes and business
management. In addition to subject specific knowledge and skills, students will develop
effective study and time management skills so vital in learning to learn at undergraduate level.
LEVEL 5
Generate ideas through the analysis of concepts with a command of specialised skills and the
formulation of responses to problems; analyse and evaluate information; exercise judgement
across a broad range of functions; and accept responsibility for determining and achieving
personal and / or group outcomes.
At Level 5 students explore the relationship between functional areas and develop an
appreciation of the context in which Hospitality leaders and managers operate. Key aspects
of Hospitality thought and action and how to make effective decisions, are developed in
depth.
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At level 5, students are expected to take increasing responsibility for their individual learning
and for their development of approaches to learning. These strategies are facilitated within
the design of the Programme and are designed to encourage the development of student
confidence in their abilities while developing individual cognitive abilities, understanding of
discipline and subject content, academic and professional knowledge, reflection on academic
and applied aspects of the Programme, application skills and an enquiring mind capable of
devising and / or implementing creative solutions.
Skills Development
The cognitive skills below, which are referred to in the QAA Benchmark Statement, will be
developed and assessed in addition to teaching relevant subject knowledge. Students will be
introduced to a variety of Learning and Personal Development Skills via the Induction. The
skills developed by students while studying on the include:
Examination technique in relation to summative written examinations
Research and academic writing skills in relation to coursework including; Harvard style
referencing, critical evaluation and reflection
Written and oral communication, in English, in a variety of formats including reports
and presentations
Numeracy and information technology skills
The ability to analyse and evaluate structured problems and to draw reasonable
conclusions
Self-managed learning (through private study preparation for coursework and
examinations)
Lectures
Lectures provide the overview framework within which learning can be coherently and
effectively delivered within the Programme. They are devised to enable students to
contextualise their learning within the keynote concepts and subject exploration appropriate
for the Programme.
Seminars
Seminars are designed to enable students to develop their critical perspectives on a topic or
subject within the Programme by exploring theoretical or practical concepts as well as
introducing problem solving and creative thinking. Seminars are used to provide students with
valuable experience in the presentation of argument and discussion at a professional standard
as well as providing opportunities for formative, and where appropriate, summative feedback
to individuals and to student groups on their academic performance and skills development.
Induction
The aim of induction is to provide orientation, support and advice to students.
At the commencement of the , students will receive a Student Handbook, a Programme
Handbook and a Module Handbook for the Programme that includes relevant regulations, details
of assessment, progression and awards. It will incorporate any support features operated by ,
module descriptions and named persons to contact for support and advice.
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Principal Aims of the induction include:
encouraging students to develop a proactive approach to learning and self-development
and the acquisition of personal transferable skills
increasing student confidence in learning autonomously
ensuring students are aware of the philosophy underlying the delivery of the Programme
and to clarify the Programme aims, content and structure; academic rigour and
standards; and the assessment of learning outcomes
introducing students to skill areas and personal qualities which will enable them to
develop on the Programme
ensuring students are aware of the nature and requirements of the Programme, the
quality assurance and support systems available to them
specifying in detail the schedule of student activities and in particular the assessment
arrangements making explicit that students are required to set and manage their own
learning for significant parts of their Programme and to identify and use appropriate
learning resources
selecting Student Representatives for the Programme Committee meetings
delivery methods – the importance of attendance, commitment to class preparation
for discussion, the importance of participating in team work and the ethos of individual
learning along with reflection and plagiarism issues
The Programme Leader will be the main person at the induction with support from other
academic and administrative staff members.
Induction will be a process integrated into the Programme and not viewed as a one-off
administrative activity.
Information days will take place in each semester on a regular basis covering topics such as
case study analysis, report writing, examination techniques, plagiarism issues, how to manage
time, adapting to the learning environment, information on writing assignments (referencing,
structure and composition of essays) and examination techniques.
9. Assessment Strategies
Assessment Methods will relate directly to the Learning Outcomes for each Module and the
nature of the assessment task may involve quizzes, tests, theory examinations, practical
examinations, presentations, reports and essays.
The Assessment Strategy varies from Module to Module, The validity and reliability of the
Assessment Methods will consider not only the Module Learning Outcomes, but the Level, the
Module Content and the need to demonstrate the relationship between theory and practice,
and theory into practice
Assessment of cognitive skills takes place in the majority of tasks which will focus on
application of principles to realistic situations. Many tasks will encourage students to develop
critical skills of communication and problem solving and adopt a reflective approach to their
achievements and to the processes undertaken in the assessment task.
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Practical Assessments will be largely related to performance in the practical tasks undertaken
and where small groups are involved, methods of identifying individual performance will be
retained.
Assessment tasks will grow in sophistication and complexity as a student progresses on the
Programme. For example:
at Level Four a student may be asked to describe, discuss, compare, and outline
at Level Five a student may be asked to evaluate, analyse, justify, and differentiate
Knowledge is Thinking skills are Practical skills are Skills for life and
assessed by assessed by assessed by work (general skills)
are assessed by
Exams – Theory X X
Exams – Practical X X X X
Coursework X X X X
Presentations X X X X
Critical review of X X X X
academic literature and
business documents
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The Overall Pass Mark for each Module is 50%
Students must attempt All Assessments for each Module with the following
compulsory weightings of Coursework 20%, Mid Term Exam 30% and Final Exam 50%
A student will not be permitted to repeat any item of assessment previously completed
successfully in order to improve the mark for a Module
Students who do not Pass a Module may re-sit or resubmit the assessment for that
Module a Maximum of three times, but this is subject to any re-sit or resubmission
being undertaken within 12 months of completion of all assessment components for
the Programme
The maximum mark which can be awarded for a module after reassessment is 50%
irrespective of the academic merits of the reassessed work, unless the student has
been allowed to ‘sit as if for the first time’, as a result of a successful mitigation claim
The Assessment Board will make decisions on Pass and Proceed, Referral, Deferral and
Fail.
All Assessment Board decisions will be lodged with the Programme Administrator
Where students do not successfully complete all the requirements of [a], [b] and where
relevant [c]; they will not be eligible for an Award but will receive a Transcript showing those
modules completed to apply for credit.
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14.2 Programme Committee
The Programme Committee will meet once each Semester. Minutes of these meetings will be
used to complete an end of year review. The Committee will also be responsible for
consideration of major issues arising from Assessment Boards and feedback from the Student
Evaluation Survey.
The Programme Committee has the final authority on academic matters relating to the
development and direction of all Programme. The Committee is responsible for carrying out
the following functions.
Developing, reviewing and monitoring the aims, objectives and operations of the
Programme
Formulating and standardising assessment policies relating to the development and
administration of the Programme
Evaluating reports from the Assessment Board and taking appropriate actions
Submitting reports to external bodies
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The staff development strategy is broadly aimed at:-
Enhancing the Learning Environment which supports the delivery of the portfolio of
Programme offered by the college in its on-campus provision, at its overseas campuses
and partner campuses, and in future areas and modes of development
Providing a coherent framework for the development of faculty and support staff
particularly in supporting and enhancing the delivery of the portfolio and in responding
to student learning and teaching requirements and educational developments
Supporting and maintaining the currency of approaches taken towards Learning and
Teaching and Programme delivery requirements, to Programme-portfolio content and
its relevance, to pedagogy and learning philosophy, and to the development of
scholarship and research approaches which are pertinent to the aims and objectives of
its Programme and overall portfolio
The following steps outlined below will be adopted by within the constraints of available
resources.
All staff engaged with the Programme will be encouraged to engage in research, higher
degree work and other scholarly activity appropriate to their own personal stage of
development. At the current time all members of the core teaching team are engaged
in Continuing Professional Development
All staff engaged on the Programme will be encouraged to participate in at least one
other module with two objectives in mind: to allow them to expand their own
understanding of the subject and to promote vigorous debate and discussion within
the participant group
All members of the teaching team will be encouraged to join where they have not
done so scholarly or professional associations pertinent to the Programme
All members of staff associated with the Programme will be experienced with teaching
and assessing at undergraduate level. This experience will have been gained from their
employment, teaching and professional experience.
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Induction of Staff will concentrate on the academic and administrative requirements of the
Programme. The content of the Staff Induction will include:
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15. MODULE DESCRIPTORS
LEVEL 4
Introduction to Tourism and Hospitality
Understanding Business Organisations
Finance for Managers
Hospitality Operations Management
Managing People in the Hospitality Industry
Hospitality Property Management
LEVEL 5
Event Concepts
Event Management and Promotion
Food and Beverage Management 1
Food and Beverage Management 2
Hospitality Marketing
Revenue Management in the Hospitality Industry
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MODULE Introduction to Tourism and Hospitality
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Hours Content
45 Tourism and Hospitality Today: An Introduction Unit
Development of the Tourism and Hospitality industry / Definitions / Purpose of
Tourism / Components of the Tourism and Hospitality product and industry from
the perspective of Vietnam / Tourism and Hospitality trends and patterns /
Economic impacts on Tourism and Hospitality / Product trends in Tourism and
Hospitality / Branding / Social, Cultural, Demographic, Political and Economic
forces influencing Tourism behaviour and their impacts on the Hospitality
industry
45 Food Culture in SE Asia Unit
Evolution of cuisines in SE Asia – origin and development / Principles and
concepts of Asian foods and beverages – historical, religious and geographical
influences / Regional ingredients of Asean dishes / Food and beverage Tourism /
The marriage of food and wine in Asia / Food ideology and ethnocentrism /
Development of restaurants / Impact of the media on food and beverage and on
restaurant and hotel ratings
45 Food and Beverage Service Techniques
Food and Beverage Operation - Best Practices / Health and Safety Law / Policy
and Procedures in relation to Food and Beverage service and events / The
importance of Product knowledge / Types of alcoholic and non-alcoholic
beverages / Taste and sensory evaluation of drinks / Bar Service Techniques and
modern Bar Tender Ethics
135
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Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Understanding Business Organisations
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching Schedule
Hours Content
45 Culture in Hospitality Organisations Unit
Types of organisations in the Hospitality sector / Compare and contrast the features
of mechanistic and organic forms of organisational culture in the Hospitality sector /
Influence of organisational culture on Hospitality sector / International and
Intercultural communication
45 Public Relations in the Hospitality Industry Unit
Public Relations, Media Planning and Advertising in the Hospitality sector /
International Mass Communications / Cultural aspects of the mass media /
Ethics and Regulation in Hospitality advertising and Public Relations / Public
Relations media and methods in the Hospitality sector
90
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Finance for Managers
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
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Assessment
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MODULE Hospitality Operations Management
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Hours Content
45 Hospitality Project Management Unit
Nature of Operations in the Hospitality Industry
Description and interrelationship of the main component sectors, operating
characteristics and their implications for Hospitality operations / Structure of
the industry, hotel product, factors affecting demand, sales and letting / Safety
and security legislation
Capacity Management and the Customer
Waiting Line Management / Flexible Capacity / Partitioning Demand /
Complimentary Services / Increasing Customer Participation / Capacity
management and its influence on revenue / Saying NO to the customer
45 Managing Technology in Hospitality Industry Unit
Managing Quality Operations
Measuring product and service quality in Hospitality / The role of the manager
in implementing quality in Hospitality operations / The role of the customer in
the quality management process / TQM in the Hospitality Sector /
Benchmarking practices / Optimus Levels 1 – 5 / Six Sigma for Hospitality / ISO
9000 for Hospitality
Managing the modern Hospitality Organisation
Measuring and managing labour productivity in Hospitality operations / The
opportunities and challenges of outsourcing operational activities / Crisis
management and responding to change in the operating environment / The
control of costs and performance and productivity measures in operations / The
role of Information Technology in the service encounter
90
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Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Managing People in the Hospitality Industry
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Hours Content
45 Introduction to the meaning and application of Human Resource Management
in five key areas (Attract, Utilise, Develop, Reward and Relations) to meet ever
changing organisational challenges in the Hospitality environment / Group
behaviour and performance / Attitudes, Perception / The people-organisation
relationship / The psychological contract
The nature and relationship between management and the personnel function
Management as an integrating activity and a social process / Flexibility of
managerial work / Management and job stress / Managerial effectiveness / The
personnel function as a shared responsibility / Staffing and staff turnover /
Human resource planning / Role of the manager in recruitment, selection and
induction / The manager and staff development
Motivation, performance management and reward systems
Utilising people in the Hospitality Sector / Recruitment and selection of talent /
Needs and expectations at work / Practical applications of motivational
theories / Job design, restructuring and job enrichment / Involvement and
empowerment / People – service quality link / Managing workplace diversity /
Reward in the Hospitality Sector
Managing, delegation and control in improving organisational performance
Identifying and managing performance / The practice and difficulties associated
with delegation and the need for management control / Using benefits to drive
superior performance / Performance improvement and appraisal / The exercise
of control and stages in control systems
45
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Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Hospitality Property Management
PROGRAMME Hospitality Management
LEVEL 4
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Hours Content
45 Customer, Workforce and Organisation
The Customer as a resource to be managed, the impact of human resources on
service operations, operational relationships
The Building Development Process
Concept, Planning, Legal requirements, Construction, Operations, Asset
Management, Interior Design
Building design and environmental management
Environmental impact of buildings, sustainable building design, waste, energy,
water, indoor environment
Maintenance Services
Developing a maintenance policy, Maintenance systems and their control, Waste
disposal, Pest control, Standards (ISO)
The spheres of Property Management
The purchasing process, sourcing supplies, costs and budgeting, risk management,
contract services
45 Food Safety: Managing with the HACCP System
Food Hygiene Regulations / Global Directives / HACCP systems and documentation /
Record keeping - storage and management / Auditing and periodic review / Dealing
with food safety complaints / HACCP compliance and food safety contravention /
Application of HACCP to food production situations / Individual responsibility under
the law / Food safety updates, traceability, labelling of food, requirements for
registration of food premises / Organisation and operational standards of food
safety / Health and Safety / HACCP procedures, zoning, personal hygiene
90
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Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Event Concepts
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
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Teaching Schedule
Hours Content
45 Introduction to the Events Industry
Defining Events. The range of Event types.Event stakeholders. Global Events and
celebrations. Role of the Event manager.
Events and Festivals industry in Viet Nam
Role and strategy of Tourism Viet Nam in Events promotion. Range of festivals and
Events in Viet Nam.
Event Design and Production
Event goals and objectives.Fundamental elements of Events. Events as designed
experiences. Creative concepts and themes. Marketing the Event. Health, safety
and risk management.
Event impacts and Sustainability
Social and cultural, environmental and economic impacts of Events. Sustainability
and environmental best practice for festivals and Events.
Deliver a planned team Event
Pre-Event organisation, deliver Event, post Event evaluation and review.
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Event Management and Promotion
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
2. Discuss and evaluate the links 2.1 Analyse the range of Event types and be aware of
between Events and the goals of the contribution that well organised Events can make
stakeholders to fulfilling stakeholder goals – both private and
public
3. Design and present an Event 3.1 Demonstrate competency in designing and
proposal, including setting out a presenting an Event proposal and propose
management and marketing strategy appropriate follow up measures for Events
for the Event
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Teaching Schedule
Hours Content
45 Event Management
The variety of events and the purposes of each type - for profit, for entertainment,
sporting, cultural, educational or social purposes, charity, for corporate or
commercial purposes, lobbying.
Event initiator, organiser (sporting, cultural, educational public good, commercial
and corporate), content of events, acts, sporting events and competitions,
politicians, celebrities, public figures, media, photographers, journalists, reporters.
The promotion of events versus promotion through events.
45 Planning and Managing an Event
Initiators, participants, organisers, audience or delegates, press and media. Location
and venue, transport, parking, accommodation, food and drink, communication and
leisure facilities, timing, weather, permits and licences, public liability insurance.
Analysis of key stakeholders; Event content; Publication and communication.
Post Event Harvesting and Follow up. Assessment of objectives; Building of
relationships; Post Event audit and Future plans.
Analysis of the use of events by both profit and not-for-profit organisations.
90
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
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Assessment
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MODULE Food and Beverage Management 1
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
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Teaching Schedule
Hours Content
90 Managing Service in Food and Beverage Operation
Technical Food Service Skills / Technical Beverage Service Skills / Food and
Beverage Service Areas and Equipment / Restaurant terminology / Menu
terminology
Cost controls and expenditure returns in bar and restaurant settings / Stock
Operations: sorting stock, empties and crates / FIFO and Stock Valuation
Techniques / Product Placement and Display Techniques
90
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Food and Beverage Management 2
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
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Teaching Schedule
Hours Content
45 Management in Restaurant Business and Food Service
Performance Measurement in a F & B Operation
Controls in use within a F & B Operation – Food, Beverage and Human
Controls / Technology in use in F & B Operations / Kitchen Management / The
Meal Experience / Menu Engineering - Menu Planning, Types of Menus,
Structures of Menus / Wines and Wine Management / Managing F & B
Capacity Demand / Managing Waiting Lines
45 Purchasing for Food Service Operation
Concepts of food quality, and quality aspects of food / Deterioration of food,
prevention and causes / Food packaging principles, materials and methods /
Safety testing, influence of packaging on food quality / Legislation of food
contact materials / The nature of Quality Control and Assurance Programmes
and certification and their role
Classification of hotel restaurant catering and other service and commercial food
premises / Traditional and modern technology advances in food purchasing /
Future trends and development in food purchasing / Approaches and rationale
for preservation / Natural preservatives: salt, alcohol, sugar, acids, smoke /
Modern systems of preservation: pouch sealing, Modified Atmosphere
Packaging [MAP] / Aseptic packaging, Waxing, Canning, Bottling, Irradiation /
Future trends in preservation
90
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
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Assessment
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MODULE Hospitality Marketing
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
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Teaching Schedule
Hours Content
45 Principles of Marketing
The role of marketing in the Hospitality Industry / How marketing interfaces with
key result areas in a Hospitality environment / The 5 key characteristics of
services / Introduction to the Marketing Mix for services / Components of the
Hospitality Product / The Product Life Cycle (PLC) and its application in a Hospitality
perspective / Strategies for extending the PLC
Economics and accounting principles in pricing / Factors affecting pricing decisions /
Pricing strategies / Matching supply and demand - the role of pricing and yield in
Hospitality marketing
Role and function of marketing and Hospitality intermediaries / Channel selection,
functions and costs of a distribution system / Shifts in distribution and effects on
Hospitality intermediaries / disintermediation, reintermediation / GDS and CRS /
Distribution in Hospitality and customer value
Market segmentation, variables for segmentation, role of positioning in marketing
strategy / Target marketing, positioning the product service mix, positioning for
competitive advantage / Role of e-marketing
45 Customer Psychology
Factors that influence Consumer Behaviour / Consumer Behaviour models /
Understanding Hospitality Consumers / Demographic trends and patterns /
Consumer Behaviour in service encounters – the 3 Stage Model of Service
Consumption (Pre purchase, Service encounter and post encounter stages) /
Customer satisfaction, service failures and recovery strategies / Shaping customer
experiences and behaviour / The role of the Customer and Employees in the
delivery of service provision / Customer interaction in service provision / The role of
Internal Marketing and Relationship Marketing
Role of communications / Marketing communication tools – Advertising, Sales
Promotions, Public Relations, Press Releases, Merchandising, Sponsorship, Print
Media and Design, Web Design / New product development / Branding and its
impact on the marketing process / Managing products within the service
environment
90
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Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
Assessment
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MODULE Revenue Management in the Hospitality Industry
PROGRAMME Hospitality Management
LEVEL 5
PREREQUISITE MODULE(S) None
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Teaching and Learning
Teaching Schedule
Hours Content
45 Hotel Revenue Management
An Overview of Hotel Revenue Management. Necessary Conditions for Revenue
Management
Measuring Success with RevPAR – the RevPAR Measuring Revenue. Calculating
RevPAR. Managing Duration – Reducing Duration Uncertainty. Tips for Managing
Duration
45 Implementing Revenue Management
Apply techniques to maximise and measure occupancy and rooms revenue.
Controlling Price – Variable Pricing. Best Available Rate. Leverage Price.
Yield management techniques and the use of forecasting. Overbooking and
ethical issues – common policy on no-shows and Customer Blacklists. Room
Booking Data Systems. Managing Revenue in Other Industries
90
Indicative Reading
Current Editions of the following Textbooks and Journals are recommended
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Assessment
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