EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne

8221IC – Service marketing and management
40 hours of contact – 4 US quarter credits – 4 ECTS credits
� Summary
This course provides an introduction to the fundamental principles of marketing of services. The
topics will, among others, include: The characteristics of services compared to goods, marketing
mix applied to services, consumer behavior in services, customer's perception/satisfaction on the
quality of a service, the ways to measure this perception/satisfaction, the building of relationships
and development of loyalty with the customer, the establishment of service recovery. This course
also presents the managerial preoccupations concerning service pricing, distribution,
communication. We will also talk about service firms who are in a process of internationalization.
Case studies will be used to operationalize the concepts and theories discussed in class.
� Objective
On successful completion of this unit, the student will be able, first, to translate customer
expectations into an outstanding customer experiences that creates value for the customer and
for the company. And second, to quantify, monitor and track marketing decisions in the aim of
managing customer as investments.
8222IC – Customer interface in foodservice
20 hours of contact – 2 US quarter credits – 2 ECTS credits
� Summary
What is the reward for a value orientation on consumers in the hospitality industry?
Students will assess, from a macro and micro-environmental perspective, and within a stakeholder
approach, the forces driving the changes within the major segments of the hospitality industry (i.e.
globalization, IM, sociological and economic). They will evaluate changing market and consumer
behaviour in order to identify value opportunities for the next 5-10 years. The students will develop
these value adding opportunities for the customer experience and set outcomes goals. They will
develop a coordinated plan (concept) for achieving agreed profits through measurable and innovative
actions for the long term success of the company and evaluate results.
Advanced Decision Making Tools: students will learn how to make decision through the application of
a set of tools including forecasting tools (for demand and sales), data analysis tools (graphical &
synthesis tools, and advanced excel functions to summarize and visually represent data ranges), and
quantitative tools for decision making under uncertainty (decision criteria, decision trees, risk and
sensitivity analysis).
� Objective
To select and prioritize value opportunities through IM market research and IM and to transform
them into value added innovative hospitality concepts and processes leading to profitable customer
experiences.
Advanced Decision Making Tools: students will learn how to make decision through the application of
a set of tools including forecasting tools (for demand and sales), data analysis tools, and quantitative
tools for decision making under uncertainty.
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