Master of Science Tourism Marketing & Hospitality Management

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.

• 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.

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.

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.

To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

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.

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.

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.

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.

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.

LinkedIn workshops.

Software (Excel, Word, VBA, professional software).

Presentation of the professions in the sector by professionals.

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.

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.

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.

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.

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.

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.

To know all the current consumer trends in order to define the best marketing targets. Tourist behaviour.

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 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.

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.

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.

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).

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.

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.

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.