EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne
EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne
EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne
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8223IC – Customer interface in lodging<br />
30 hours of contact – 3 US quarter credits – 3 ECTS credits<br />
� Summary<br />
How do we translate the customers‟ needs and expectations, i<strong>de</strong>ntified by marketing intelligence,<br />
into a positive experience within the lodging industry?<br />
During this course stu<strong>de</strong>nts will analyze different hotel concepts, <strong>de</strong>ci<strong>de</strong> on their appropriate service,<br />
rooms product and how each one <strong>de</strong>livers, or could <strong>de</strong>liver value in the eyes of the customers. The<br />
stu<strong>de</strong>nts will compare the total market mix for various establishments and <strong>de</strong>ci<strong>de</strong> on a plan of action<br />
to differentiate the establishment from the direct competition. By choosing relevant tools stu<strong>de</strong>nts<br />
will collect customers‟ feedback in or<strong>de</strong>r to evaluate possible products and services that will<br />
increase the bottom line.<br />
� Objective<br />
On successful completion of this unit stu<strong>de</strong>nts will be able to i<strong>de</strong>ntify value opportunities of a lodging<br />
concept and to turn them into profitable customer experiences<br />
8224IC – Customer information management<br />
30 hours of contact – 3 US quarter credits – 3 ECTS credits<br />
� Summary<br />
This unit investigates the information sources that are available for managing organizations with<br />
the goal to making them more competitive and efficient. The sources of information are the<br />
stakehol<strong>de</strong>rs who contribute to the management of hospitality information resources including<br />
those involved in information and records management, information technology, information<br />
architecture, knowledge management, libraries, archives, web <strong>de</strong>sign and management, and<br />
others who are interested in a professional level of information management. This unit is built on<br />
three main pillars:<br />
First, the unit is <strong>de</strong>signed to empower managers in selecting and implementing information and<br />
communication technology (ICT) components (infrastructure, software, hardware, processes etc)<br />
which respond optimally to their business and market requirements. This spans core business<br />
processes, technology tools, management and related skills.<br />
Second, the emphasis is on i<strong>de</strong>ntifying and analyzing the existing information resources as well<br />
as on the <strong>de</strong>sign, evaluation and integration of effective interfaces and information management<br />
systems. The integration inclu<strong>de</strong>s the relationships between internal and external information,<br />
structured versus unstructured information as well as the rationalisation and the exploitation of<br />
diverse information resources. A special intention is <strong>de</strong>dicated also to how to align Customer<br />
Information Management (IM) applications for maximizing the benefits to the organization and for<br />
optimising customer value opportunities.