MANAGEMENT

CROSS CULTURAL AND TEAM MANAGEMENT

From marketing to management, this course is intended to provide students with the skills and techniques required to successfully detect and manage cultural differences. A review of international personnel policies in the tourism industry, including training, customer relations, team management, staff retention, remuneration and incentive strategies. The course will cover topics such as the management role, leadership skills, key skills of successful managers, assessing and adapting management styles, team dynamics, characteristics of an effective team, understanding team roles and identifying them within a team.

BUSINESS PLAN AND HOSPITALITY

The marketing and product planning activities require to develop a new hospitality concept such as a hotel, restaurant or other tourism product. Market research, brand positioning, business plan development and feasibility studies will be analyzed in this module.

DROIT DU TOURISME

Acteurs et institutions du tourisme. Leur rôle et les obligations légales en matière de tourisme. Les contrats de vente, les forfaits touristiques ; préparation, exécution, conséquences et litiges afférents. Droit de la consommation. Régime particulier de la TVA des agences de voyage ; licence des agences de voyage et nouvelles législations.

PRICING ET YIELD MANAGEMENT DANS LE TOURISME

Concurrence et fixation des prix : stratégie des low cost (hôtellerie et transports), stratégies haut de gamme. Tourisme de masse et tourisme élitiste. Impact du prix sur la concurrence, le chiffre d’affaires et le ROI. Réagir aux variations de prix des concurrents. Initier des baisses de prix ou des augmentations de prix.

HOSPITALITY STRATEGIC FORECASTING AND BUDGETING

This course covers core forecasting and budgeting concepts such as costing methods, budget process, capital budgeting, revenue forecasting, cost accounting, budget analysis and the balanced scorecard. Students will make use of case methodology and exercises to create, execute and analyze different types of budgets ; perform CostVolume-Profit and break-even analysis, especially applied to the hospitality industry. The material also reviews optimization of financial decision-making through strategic planning and the budgeting process, capital investment appraisal, financing and cost of capital, costing techniques, corporate budget process, forecasting methods, and budget controls.

TOURISM, GEOPOLITICS AND EMERGING COUNTRY TRENDS

This module reviews the growing relevance of first and second tier countries, including BRICS and beyond. How is the industry confronting the strategic challenges posed by new tourism and geopolitical trends worldwide?
The course will look at traditional and new destinations as well as the increasingly complex demands of first time and returning visitors worldwide. The important issue of sustainable and ecotourism will be covered.

  MARKETING

PSYCHOLOGIE DU CONSOMMATEUR ET STRATÉGIE DE PERSUASION

Connaître toutes les tendances actuelles de consommation permettant de définir au mieux les cibles marketing. Comportement du touriste.

STRATÉGIES MARKETING ET COMMERCIALES

Stratégie marketing, positionnement et distribution des produits touristiques. Comprendre une situation marketing ou commerciale et savoir prendre les décisions les plus pertinentes en fonction des choix qui s’offrent à l’entreprise. Lancement de nouveaux produits. Distribution des produits touristiques. Connaître les bases concrètes des missions du chef de produit dans la gestion et le lancement de nouveaux services dans l’industrie du tourisme.

INTERNATIONAL MARKETING

The objective of this course is to understand the principles which govern marketing activities in a global environment. The course covers international market entry, product launches, marketing strategies and promotions. Students are expected to make presentations, analyze cases. They learn to design a basic international marketing business plan.

BRAND MANAGEMENT STRATEGIES

Brand positioning and marketing issues in the hospitality industry. A review of key players and challenges facing international tourism executives today and « who’s who?» in this fast-moving industry. This module will examine company profiles and assess how international groups are responding to environmental and other changes that affect their business models.

E-TOURISM

L’impact d’Internet sur les différents acteurs du secteur hôtelier et touristique : les enjeux spécifiques aux activités de e-commerce, évolution des technologies, fonctionnement du yield management sur internet, référencement de l’offre.

CRM AND CLIENT DATABASE MANAGEMENT

The course approaches its subject matter from a relational viewpoint. That is, it emphasizes learning more about customers‘needs and behaviours in order to develop stronger relationships with them, through technology and by integrating information about consumers, sales, marketing, responsiveness, and luxury market trends. Students will learn how to use CRM technology to gain insight into customers and understand the critical value customers possess. On completing the course, they will understand the importance of using CRM software to create, track, and manage partnerships, contracts, and agreements; and in distribution management.

Les modalités d’évaluation

Les méthodes d’enseignement

Nos statistiques (campus de Bordeaux)