EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne

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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. Ecole Hôtelière de Lausanne – Course Catalogue Page | 30
8223IC – Customer interface in lodging 30 hours of contact – 3 US quarter credits – 3 ECTS credits � Summary How do we translate the customers‟ needs and expectations, identified by marketing intelligence, into a positive experience within the lodging industry? During this course students will analyze different hotel concepts, decide on their appropriate service, rooms product and how each one delivers, or could deliver value in the eyes of the customers. The students will compare the total market mix for various establishments and decide on a plan of action to differentiate the establishment from the direct competition. By choosing relevant tools students will collect customers‟ feedback in order to evaluate possible products and services that will increase the bottom line. � Objective On successful completion of this unit students will be able to identify value opportunities of a lodging concept and to turn them into profitable customer experiences 8224IC – Customer information management 30 hours of contact – 3 US quarter credits – 3 ECTS credits � Summary This unit investigates the information sources that are available for managing organizations with the goal to making them more competitive and efficient. The sources of information are the stakeholders who contribute to the management of hospitality information resources including those involved in information and records management, information technology, information architecture, knowledge management, libraries, archives, web design and management, and others who are interested in a professional level of information management. This unit is built on three main pillars: First, the unit is designed to empower managers in selecting and implementing information and communication technology (ICT) components (infrastructure, software, hardware, processes etc) which respond optimally to their business and market requirements. This spans core business processes, technology tools, management and related skills. Second, the emphasis is on identifying and analyzing the existing information resources as well as on the design, evaluation and integration of effective interfaces and information management systems. The integration includes the relationships between internal and external information, structured versus unstructured information as well as the rationalisation and the exploitation of diverse information resources. A special intention is dedicated also to how to align Customer Information Management (IM) applications for maximizing the benefits to the organization and for optimising customer value opportunities.
Page 3 and 4: CONTENT PHILOSOPHY OF LEARNING ....
Page 5 and 6: 8402-1BM - German level beginner ..
Page 7 and 8: Philosophy of Learning � A social
Page 9 and 10: CONCEPT OF THE BACHELOR PROGRAMME T
Page 11 and 12: There are three categories of cours
Page 13 and 14: � Objective After passing this un
Page 15 and 16: 7046BC - Supervision techniques 20
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Page 19 and 20: 7064BC - Advanced service technique
Page 21 and 22: MODULE: INTRODUCTORY DECISION-MAKIN
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Page 25 and 26: � Objective Students will use fin
Page 27 and 28: 8113BR - Microeconomics 40 hours of
Page 29 and 30: MODULE: VALUE CREATION FOR THE COMP
Page 31: 8236IR - Advanced decision- making
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Page 55 and 56: � Summary This Mandarin course en
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Page 73 and 74: 5268 - Engineering Theory 32 hours
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managers engage in when strategizin
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CAPSTONE PROJECT - Master Business
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EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne

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