Tourism is regarded as one of the key business sectors for a vast majority of countries. Its role in the economy forces governments and especially businesses operating in tourism-related fields to continuously rethink their strategies to enhance their profitability. In this context, and in order for businesses to maintain their competitiveness, marketing and sales programs are increasingly gaining in importance. Therefore subject areas such as Revenue Management, Communication, Marketing and Sales Management have been further advanced and nowadays represent crucial operation units for enterprises in the tourism business. The program has the intention to successfully lead the participants through the different commercialization paths that are required by the current market situation. The instruments and methods to analyze and develop strategies stand in the center of the lectures so as to provide the necessary tools to adequately react to the need of every market.
Area of Study: Hospitality
-
Undergraduate Students, Graduate Students or Young Professionals
-
Language Skills: Level of English - Intermediate (B1-B2)
- Contextualize the strategic plan of a company/a destination.
- Acquire and deepening knowledge of distribution channels as part of the marketing mix with a focus on retail trade.
- Understand the overall picture of the distribution, get to know the distribution channels, its characteristics and current trends; address implantation techniques of retail trade and the techniques of merchandising.
- Present the Internet as a distinctive marketing tool to commercialize tourism businesses so as to maximize performance and profits of the hotels. Acquire the key functions to optimize results.
- Acquire different communication techniques in the tourism sector.
- Practice communication techniques in the course by designing a communication plan.
- Introduce the participants to the bases and essentials of the RM techniques and train them in the development of reasoning on key functions (managing demand, price determination, and decision making related to marketing and sales).
GENERAL STRUCTURE
Marketing of Services: From Strategy to Commercialization
- Marketing of Services: From Strategy to Commercialization
Strategies to Improve Loyalty and Revenue
- Communication Strategies for Attracting and Retaining Customers
- Revenue Management: Striving for Optimal Revenues
| 3 Week Modality | 4 Week Modality |
|---|---|
| +FINAL PROJECT | |
| 75 hours of instruction | 90 hours of instruction |
| July 8th - July 25th 2024 | July 8th - August 1st 2024 |
COURSES
MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION
MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION
- Marketing of services.
- Strategy, the main step.
- International marketing.
- Keys in commercialization strategies.
- Commercialization channels.
- Electronic distribution: strategic decisions regarding the choice of appropriate distribution channels.
- Customer cycle.
STRATEGIES TO IMPROVE LOYALTY AND REVENUE
COMMUNICATION STRATEGIES FOR ATTRACTING AND RETAINING CUSTOMERS
- Branding.
- The communication value.
- Corporate communication.
- Communication channels.
- Reputation online: the role of communication channels influencing customer loyalty.
REVENUE MANAGEMENT: STRIVING FOR OPTIMAL REVENUES
- Introduction & Revenue Management basis.
- Revenue Management indicators.
- Forecasting and its importance in Revenue Management.
- Capacity management.
- Pricing.
The learning methodology applied in this course consists of several key elements that allow achieving the above mentioned objectives simultaneously. The methodology is defined as follows:
- In-class lectures that transfer basic and specific knowledge. Class participation is crucial in order for students to acquire the necessary knowledge and skills targeted in the program.
- Case Studies reflect the content so as to help the student put into practice the theoretic contents.
- Complementary activities such as visits that support the students in further understanding and implementing the contents provided by the program. In case of four week modality program: During an optional extra week students will have to develop a Final Project working in small groups where their skills of self-management, responsibility, leadership and teamwork will be reinforced and practical knowledge gained through in depth, methodical study of the chosen topic. During this process students will be guided by tutors and will have to present and defend the project on the last day of the course.
The evaluation of the program will be conducted by reviewing the students’ work and participation during the program. The participants are evaluated on a daily basis during the lectures and through the practical cases to be developed and defended. Attendance to all lectures and professional activities is mandatory.
In case of 3 week modality program:
The continued evaluation stands for 60% while the final test evaluation for 40% of the general mark of the program.
| 3-WEEK MODALITY | % |
|---|---|
| Continued Evaluation | 60% |
| Final Exam | 40% |
In case of 4 week modality program:
The continued evaluation will stand for 40%, the final test evaluation for 20% and the mark for the Final Project for 40% of the general mark of the program.
| 4-WEEK MODALITY | % |
|---|---|
| Continued Evaluation | 40% |
| Final Exam | 20% |
| Final Project | 40% |
Tuition and Fees
| 3-WEEK MODALITY | 4-WEEK MODALITY |
|---|---|
| TUITION FEE (LODGING NOT INCLUDED) | TUITION FEE (LODGING NOT INCLUDED) |
| 2.262 € | 2.881 € |
| TUITION FEE + LODGING WITH FULL-BOARD | TUITION FEE + LODGING WITH FULL-BOARD |
| 3.425 € | 4.377 € |
- 10% early bird discount for payments done before May 15th
Student Residence Hall
Àgora BCN International University Residence Hall
Location
7 min walk from CETT and metro station
| 3-week Modality | 4-week Modality |
|---|---|
| July 7th 2024 - July 26th 2024 | July 7th 2024 - August 2nd 2024 |
| Full board included 7 days a week | Full board included 7 days a week |
Questions?
Contact CETT Barcelona International Programs:
- e-mail: international.programs@cett.cat
- What'sapp: +34 673 009 264