Le MSc2 Tourism Marketing & Hospitality Management répond à ces nouveaux enjeux et attentes spécifiques du marché.
directeur de programme
The MSc Tourism Marketing & Hospitality Management course
“More than 1.2 billion tourists in the world today, with projections of 1.8 billion by 2030! In France, the tourism industry alone accounts for nearly 6.5% of GDP and an annual turnover of 25.6 billion euros.
While this growth is confirmed, the industry is nonetheless faced with the expectations and demands of a clientele whose lifestyles and uses are constantly changing. Thus, the hotel industry has no choice but to invest massively in the “customer experience” by proposing more and more services as well as an offer that makes the difference, that is connected, original, atypical and unique. Unforgettable customer experience, digital challenges, new uses, sustainable development, innovation, differentiation, new business models, are all factors that are accelerating the transformation of this fast-moving industry.
This sector of activity requires high-level executives with specific marketing and management skills.
The MSc Tourism Marketing & Hospitality Management offers courses in French and English on certain modules. The program covers all the disciplines of marketing, communication, sales, HR and management, with an emphasis on the new digital challenges and levers that are essential to the successful management of a hotel or tourism structure.”
Jean-Marie GUIVARC’H, Program Director – Paris Campus
A 1 or 2 year degree to become a marketing expert
Holders of a BAC+3 can apply for thefirstyear of the MSc, and holders of a BAC+4 can apply directly for the second year.
The objectives of this 1 or 2 year course are to:
- Knowing how to identify the main components of a market in order to be able to determine the marketing and commercial objectives to be reached in the context of the implementation of event marketing actions, and to evaluate and implement the strategy to achieve them
- Define and implement the offline and online event marketing strategy for a brand or a company
- Know how to identify, implement, monitor and measure the impact of event marketing and PR actions resulting from the marketing plan
- Be able to implement the development strategy for the commercial activity of a brand or a company: define a suitable positioning, structure and lead a team within an agency, with a service provider or an advertiser, draw up a budget while ensuring its control
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The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.
Les cours de 1ère année
PROFESSIONAL METHODS AND PRACTICES – 1ST YEAR
The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.
Ateliers techniques professionnels et Management Personnel
- CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
- Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
- Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.
Presentation of the professions in the sector by professionals.
CROSS-CUTTING AND FUNDAMENTAL COURSES
The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.
Business Plan et Création d’entreprise
The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.
Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.
A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.
This seminar focuses on a negotiation in a national and international context.
In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.
Business english / TOEIC
To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.
Informatique de Gestion
This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.
It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.
What makes a successful business person?
Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.
This course aims to illustrate the existing links between economics and marketing (Maslow/Schwartz/Rokeach/Murray). The following fundamental concepts in BtoC Marketing will be presented: Purchasing patterns; The role of key players; Segmentation; Analysing the supply; Studying the demand; Cultural behavior patterns; Company response and strategy.
Based on a case-study approach, this course will review classic and web-based marketing strategies, focusing on the international challenges facing today’s global corporations. Students will study – among other approaches – some or all of the following strategic models: Blue Ocean Strategy; Megatrends and the Emergence of Metamarkets; Market Specialty as Differentiation; Customer-Led Business.
Through case studies, this module aims to master the tools of marketing and communication on the Internet, mainly by addressing :
– The latest trends in e-commerce (m-commerce / f-commerce …).
– The integration of Web 2.0 in marketing strategies.
– Presentation and mastery of Web analytics tools.
– Development of a marketing and sales strategy on the various social media.
An introduction to the terminology, basics and initial concepts of international trade. This course provides the students with tools enabling them to think strategically in a global environment.
Global geopolitical and international relations
This seminar explores the role of international business and politics and their impact on global current events. From China to the Middle East, and from the United States to Europe, this course embraces such key factors as oil, terrorism, religion, demographics and ecology.
By using various examples of leading international groups (LVMH, PPR…), this seminar introduces brand portfolio extensions: premium brand positioning and the marketing and communication strategies involved: New product introductions; Pricing strategies; Consumer perception; Brand equity. This course will also explain the effect that such extensions have on a brand and the financial impact on the group.
Marketing tools and applications in luxury and fashion industries
An initial perspective on management tools such as market
research, demand forecasting, CRM and consumer tracking
techniques, and how these are used in the luxury business.
Traditional and new communications strategies
An overview of existing and new communications tools such as web marketing and social media, and their application to traditional luxury brands. How to manage new techniques in this fast-moving area.
Les cours de 2ème année
PROFESSIONAL METHODS AND PRACTICES– 2ND YEAR
Ateliers techniques professionnels et management personnel
CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS)
Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.
Outils de gestion informatisée
Software (Excel, Word, VBA, professional software).
Presentation of the professions in the sector by professionals.
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
Tourism actors and institutions. Their role and legal obligations in tourism.
Sales contracts, tourist packages; preparation, execution, consequences and related disputes. Consumer law. Special VAT regime for travel agencies; travel agency licences and new legislation.
Pricing et yield management dans le tourisme
Competition and pricing: low-cost strategies (hotels and transport), high-end strategies.
Mass tourism and elitist tourism.
Impact of price on competition, sales and ROI. React to competitors’ price changes.
Initiate price cuts or price increases.
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 Cost-Volume-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.
Psychologie du consomateur et stratégie de persuasion
To know all the current consumer trends in order to define the best marketing targets. Tourist behaviour.
Stratégies marketing et commerciales
Marketing strategy, positioning and distribution of tourism products.
Understand a marketing or sales situation and know how to make the most relevant decisions based on the choices available to the company.
Launch of new products.
Distribution of tourist products.
To know the concrete bases of the missions of the product manager in the management and the launching of new services in the tourism industry.
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.
The impact of the Internet on the various players in the hotel and tourism sector: the specific challenges of e-commerce activities, evolution of technologies, operation of yield management on the Internet, referencing of the offer.
CRM and Client database management
The course approaches its subject matter from a relational Hviewpoint.
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.
KEY SECTORS IN THE HOSPITALITY INDUSTRY
Luxury travel and tourisme
Private jets, personalized itineraries and signature destinations: how innovation is transforming the sophisticated world of bespoke tourism.
Success strategies and developments in an exciting new area of luxury.
Marketing du tourisme et des loisirs
Review of the trends in the different tourism sectors: business tourism, senior tourism, incentive travel, eco-tourism, and family entertainment (segmentation, targets and marketing and sales development).
Management des activités hôtelières
Hotels and their marketing and sales strategies, from 2-star hotels to large international palaces.
Structure and organization of hotel chains.
Management of hotel employees; managerial speciﬁcities of the hotel industry.
Restauration et gastronomie
Panorama of the restaurant industry, from fast food to star chefs.
The challenges of managing a restaurant and developing a new concept.
Knowledge of legal standards of hygiene and food safety.
Management de projet évènementiel
Typology of international events, logistics, costs, economics of trade shows.
Organization, marketing and customer relations.
Organizing a congress or trade show: finding ﬁnancing and partners, material organization, welcoming congress participants, costs and methods of promotion.
Festivals: an economic and cultural asset for the regions; tourism and festivals; promotion of festivals in France and abroad.
An intensive 3-day guided field program. This module includes ” behind-the-scenes ” visits to 5-star palaces, international hospitality groups, casinos, spas, resorts and boutique hotels.
An opportunity to meet senior management and to discuss latest trends in hospitality
2 start dates per year and varying study rhythms
There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.
The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).
Career opportunities after an MSc Tourism Marketing & Hospitality Management
- Hotel Operations Manager
- E-commerce manager
- Head of agency or receptive
- Director of a tourist office
- Product Manager
- Area manager or operations manager
What business skills are developed?
- Determine the marketing strategy and propose an innovative offer
- Define and implement the business development plan
- Manage and implement communication and digital marketing actions
- Manage a marketing and sales team
- Implementation and management of the marketing and management strategy in the tourism sector.
This program delivers the professional certification of ” Marketing and Business Strategy Manager ” level 7 (EU), NSF code 312, delivered by Inseec MSc&MBA (CEESO, CEERA, CEFAS, MBA INSTITUTE), registered under number 34806 in the RNCP (National Directory of Professional Certifications).
For more details, please consult the online repository: https: //www.francecompetences.fr/recherche/rncp/34806
The certification is issued by capitalization of the totality of the blocks of competences. Each competency of a block must be validated to validate the block of competencies. Partial validation of a block is not possible.
This certification is accessible through the Validation of Acquired Experience.
What are the teaching methods?
- Lectures and interactive courses
- Situational exercises through collective or individual case studies carried out by the students
- Conferences, seminars and educational visits
- Individual or group case studies
- Individual and group oral presentations
- Individual and group files
Methods and tools
- The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.
What is the 2022/2023 tuition to enter the program?
- Entry in MSc1 : 10 950 €.
- Entry into MSc 2 after M1: 10 450 €.
- Direct entry in MSc2 : 12 250 €.
Continuing education (sandwich course) :
- Training 24 months : 23 100 € HT
- Direct entry in MSc2 : 12 750 € HT
- VAE : 4 200€ HT
- VAP : 850 € HT
International package: 490€.
The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.
Accessibility of premises: all our campuses are accessible to people with disabilities.
To learn more about INSEEC’s disability policy, click here.
What kind of financial aid is available?
INSEEC offers several financial aid schemes:
- The alternating rhythm, in internship or work-study contract
- The right to training via the CPF
- Banking partnerships
les chiffres clés de la formation en MSc Tourism Marketing & Hospitality Management
Taux de satisfaction global par rapport à la formation – Promo 2019
Taux de réussite – Promo 2019
Taux d’employabilité – Promo 2019
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