SKEMA Bachelor ACI Fall Semester Tourism & Events Management Programme Director : Malcolm Parker Course Leader: Christine Chenivesse

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1 SKEMA Bachelor ACI Fall Semester Tourism & Events Management Programme Director : Malcolm Parker Course Leader: Christine Chenivesse

2 There is nothing impossible in the universe to achieve by perseverance, choosing proper time and place A glasnost spectrum of an encrypted life guide through the prism of time 484:Thirukkural

3 Table of Contents TOURISM & EVENTS MANAGEMENT: 1 Tourism & Events Management Track. 2 The Program. 3 Syllabi 4 Tourism system and air transport.. 4 Marketing intelligence.. 5 International commercial cultures 6 Strategic marketing in tourism and meeting industry... 7 Using internet in the tourism industry.. 8 Sales and media plans... 9 Tourism and environment 10 Service provision. 11 Gestion d évènement (Event organisation) Development and marketing of a tourism product.. 13 Spanish. 14 Bibliography 15

4 TOURISM & EVENTS MANAGEMENT TRACK This Tourism and Events Management specialisation has three objectives: To understand the tourism industry and tourism supply from a professional perspective focusing on the different aspects and problems that tourism companies, organisations (leisure and business) have to deal with when selling and distributing a product on international markets : - Venue (local tourism authorities etc.) - Hospitality (hotels, convention centres etc.) - Events (meetings, trade shows etc.) - Service provision (agencies, DMC, PCO, etc.) To analyse the specific cultural identities of different geographic zones where chosen commercial activities occur and to encourage students to be in contact with host-country experts. To succeed, both professionally and academically, in a major semester-long learning project. This will demonstrate to students the practical applications of learning from the various courses throughout the year. Students will have to design a domestic tourism package, targeting foreign customers and integrating realistic notions of sustainable development. A Viva with role plays based on marketing, communication and sales activities will serve to finish the first semester. Upon completion of Semester 3, students will be prepared to work in the following positions: - Communication manager, PR manager - Marketing manager - Sales manager, account manager, business development manager, sales executive - Project manager, event manager

5 TOURISM & EVENTS MANAGEMENT PROGRAMME Lectures 1 - Understanding the general environment and evaluating international markets - Analysing and applying economic information Contact Hrs credits Tourism system and Air transport 6 1 Marketing intelligence 6 1 International commercial cultures Defining and formalising an international marketing and commercial policy. Strategic marketing in The Leisure & Meetings industry Implementing and managing a sustainable international marketing or commercial operation Using the internet in the Tourism Industry 6 1 Sales plan and media plan 24 3 Tourism and the Environment Building and developing a commercial and professional relationship in an international environment Negotiating an international contract Service provision 20 2 Event organisation / gestion d'événement Developing students professional skills - Managing a business operation in an international context Personal development. Development and marketing of a tourism product 50 4 Spanish Language 30 3

6 COURSE TITLE : TOURISM SYSTEM & AIR TRANSPORT Lecturer : Béatrice LABOURDETTE credits : 1 No. of hours : 6 Competence area 1: Tourism System Acquiring basic economic notions Understanding the general environment. Objectives : To provide students necessary knowledge on tourism system. To understand the tourism industry and tourism supply from a professional perspective. To supply students with detailed knowledge on one of the fundamental components of the tourism industry: Air Transport. Indicative content : The Tourism Industry: concepts, evolution and development, economic value in France and worldwide, new trends Leisure and Business Tourism The key players: Institutional, Transport, Accommodation and hospitality services, Visitor Attractions, Convention and Exhibitions centers, TO and Travel agencies ) And more specifically : The Airport industry : key data, evolution and emergence of new entrants The travellers attitudes and behaviours The traditional airlines, low-cost strategies and positioning Airports and new services Learning Method : The lecture will combine theoretical concepts and illustrative case study examples. Assessment : Continuous assessment : 30% Final examination : 70% - Individual Summary of the Marketing and Internet Strategies of low cost strategies compared with traditional companies. (part 1)

7 COURSE TITLE : MARKETING INTELLIGENCE Lecturer : François TAMET credits : 1 No. of hours : 6 Competence area 1: Tourism System Understanding of the general environment and evaluating international markets Analyzing and applying economic information. Objectives : To provide students with methodological tools and the directional reflection necessary for strategic and competitive vigilance. To learn about tourism data bases. Indicative content : Competitive business intelligence watch on the different protagonists in tourism. Information sources specialized in tourism sector (business and leisure). Learning to obtain confidential information. Process the information, and convert it into sales arguments for your product Learn how to interpret a market study in the tourism sector: ex emergent markets Methodology in order to do a customer serach : Database usage (ex : ICCA in the business tourism sector) Learning Method:. Theoretical input. Important work of research and competitive studies will be required from the students. - This work will focus on: The functional actors in tourism (sources of studies, statistics, assessments, surveys ) The different professional players in the tourism sector Assessment : Continuous assessment : 50% Final examination : 50% - Synthesis note of a market, a tourism sector or tourism professionals.

8 COURSE TITLE : INTERNATIONAL COMMERCIAL CULTURES Course leader : Christine CHENIVESSE credits : 1 No. of hours : 9 Competence area 1: Tourism System Understanding the general environment and evaluating international markets Analyzing and applying economic information. Objective : To familiarize students, as concretely as possible, with different international commercial cultures and relationships in leisure and business tourism. Indicative content : «Foreign country experts» will share with students their knowledge and enthusiasm about their tourism industry business and their taste for international commerce, and at the same time will insist on the necessity to adapt to different countries and cultures. 3 professionals representative of tourism activity will give a conference : Ralph HOLT : Managing Director of VIP Riviera Service Over 31 years in business as a professional Destination Management Company (DMC) and local Tour-Operator, handling incoming travel services and ground logistics. Strongly established on the UK and US market. Agnés GEHOT : Conference & Operations Manager Tissue World France, USA & Chine. - Tissue World is a tradeshow owned by UBM Asia, the leading organizer of exhibitions in Asia. Barbara KIMMIG : owner of 2 charming hotels in Nice. - First, she had a long experience in hotel industry and she was for years, the Sales and Marketing Director of the Negresco in Nice. Learning method : Open discussions will follow the conference of each professional. Before each conference, the students will be asked to research information on the speaker activity. Oral brief and debrief for each conference Assessment : Participation during the debates : 50% Synthesis note : 50%

9 COURSE TITLE : STRATEGIC MARKETING IN TOURISM and MEETING INDUSTRY Lecturer : Fabienne GUILLOT FARNETI credits : 2 No. of hours : 15 Competence area 2: Defining and formalising an international marketing and commercial policy Objectives : To improving students knowledge of marketing strategy To acquire specific knowledge regarding tourism marketing policy (leisure tourism and the meetings industry) Indicative content : The various marketing strategic choices will be approached through the study of diverse actors in the tourism sector such as destinations, tour operators, hotels, travel agencies & convention centers. This approach will allow students to identify the characteristics of a marketing strategy in the tourism industry (leisure or business meeting) on international markets and to differentiate a strategy B to B from a B to C strategy. The following points will be studied : Concept and objectives of marketing Services marketing: nature, characteristics, features & quality of services Marketing strategy : definition & generalities The elaboration of a strategy marketing plan in tourism : - Analysis, diagnosis, objectives, - consumer targets, sources of potential demande, positioning & priorities Method of elaboration of a marketing mix : - importance of product choice ; characteristics of the product - price setting & yield management - the distribution channels - Communication & promotion The design of a marketing action plan (budget, timetables, priorities, units of measure) Learning Method : Theoretical courses largely illustrated by case study. Caseworks Assessment : Continuous assessment (Participation, behaviour, punctuality) : 50% Final examination : 50 %

10 COURSE TITLE : USE OF THE INTERNET IN THE TOURISM INDUSTRY Lecturer : Béatrice LABOURDETTE credits : 1 No. of hours :6 Competence area 3: Implementing and managing an international marketing, commercial operation. Creating and managing an effective website consistent with the marketing strategy. Objectives : To understand the role and functions of technological innovation in the travel industry To illustrate the importance for business control and financial efficiency of coordination of back office and front office IT applications To provide students with an understanding how online marketing is integrated within the marketing strategies of tourism businesses and destinations Study the impact of ICT technologies on the way tourism businesses relate to customers Indicative content : To identify the key success factors for designing a performant Tourism website. To replicate these in a simulation exercise. Learning Method : The lecture will combine theoretical concepts and illustrative case study examples. Case study about the design of a website homepage (working group) Assessment : Continuous assessment : 60% Final examination : 40% Individual Summary of the Marketing and Internet Strategy of Low Costs compared with traditional companies. ( part 2.) Proposal of a new or redesigned website s homepage

11 COURSE TITLE : SALES PLAN and MEDIA PLAN Lecturers : Christine CHENIVESSE Bruno KAUFFMANN credits : 3 No. of hours : 24 Competence area 3: Implementing and managing a sustainable international marketing or commercial operation. Objectives : To develop more knowledge in the selection of marketing and sales actions To understand how to establish a sales and media plan strategy in an international tourism context Indicative content : Introduction - Product differentiation :. National, regional or local tourism authorities. Service provider (hotel, meetings centre, agency ). Leisure or business sector - Targets Direct marketing techniques : - Direct mail - Telemarketing - marketing - Door to door leaflet marketing - Direct selling - Web site - Sales and marketing actions : - Trade show - Conferences, workshops - «street marketing» operations - Sponsoring, corporate sponsorship - Sales blitz Focus on sales points - Site inspection, Fam trips - PR operations Focus on PR through sportive events Budget Feedback measures Media plan

12 - Media plan development - Professional magazines in tourism sector Focus on press and media Budget Feedback measures Learning method : Theory illustrated by numerous examples, Documentary and field research performed by the students, Case study (PR operation) made in a group of 3 students. Assessment : Continuous assessment : Participation + case study + oral presentation : 50% Final examination : 50%

13 COURSE TITLE: TOURISM and THE ENVIRONMENT Lecturer : Frédéric DIMANCHE credits : 1 No. of hours: 9 Competence area 3: Implementing and managing a sustainable international marketing or commercial operation. Objectives : As a result of this course, students should Understand the concepts of sustainability that affect the tourism industry; Acknowledge the range of tourism developments in various sectors of the tourism industry designed to maintain environmental, social and economic well being of natural, built, and cultural resources; Learn how consumers increasingly become green Refer to best case situations with respect to sustainable management in tourism Know how to apply an understanding of sustainable issues to marketing tourism products and services Indicative content : Tourism is among the first economic sectors to have considered the concept of sustainable development. Indeed, tourism lives off destinations natural and cultural resources. The objective of this course is to present how sustainability issues are applied in tourism management and marketing. Review of key concepts Review of best international practices in social and environmental management Analysis of supply and demand with respect to environmental issues Marketing tourism services with a concern for sustainable development Assessment : Continuous assessment : 20% Final examination : 80%

14 COURSE TITLE : SERVICE PROVISION Lecturer : Christine CHENIVESSE credits : 2 No. of hours : 21 Competence area 4: Building and developing a commercial and professional relationship in an international environment Negotiating an international contract. Objectives : Students will develop their knowledge regarding the meetings industry They will learn how to build a service offer and to deal with international customers Indicative content : Students will start to study specifications from foreign corporations and international associations. Service offer will be approached from different points of view: organizer, intermediary, service provider. A detailed approach will be made from the example of an international Convention Centre. We will consider the organization of an international congress in a Convention Centre : - Dates research - Event layout - Spaces and technical budget - Advices and coordination - Environment and other providers - Customer negotiation - Law and tax aspects in an international negotiation (VAT refund, cancellation clause, insurances ) Learning method Assessment : Theory and a case study Study case per group: students will have to draw up a service offer for a 2-day seminar. Each group will work on a different European venue. Continuous assessment : participation + study case : 50% Final examination : 50%

15 COURSE TITLE : GESTION D EVENEMENT Lecturer : Bruno KAUFFMANN credits : 2 No. of hours : 12 Competence area 4 : Construire et développer une relation commerciale et professionnelle. Négocier un contrat Objectives : Permettre aux étudiants d aborder la réalité de l événementiel et de l organisation d une manifestation à travers un événement sportif. Indicative content : Il s agit de traiter toutes les étapes et les compétences nécessaires à l organisation d un événement : - Positionnement de l évènement Cerner l offre Définir les cibles Analyser la concurrence Politique de prix - Les objectifs de l évènement - L organisation de l évènement (Organigramme et sectorisation) - Recherche du lieu de l évènement - Logistique, sécurité et démarches administratives - Organisation sportive - Recrutement bénévoles et salariés - Recherche de prestataires - Communication médias et hors médias - Budgétisation - Commercialisation (sponsoring, billetterie et merchandising) - Rétro planning - Déroulement de la manifestation - Bilan post-évènement - Learning method Cours théoriques très interactifs Etude de cas : Analyse d un événement sportif (Grand Formule 1, Tournoi tennis ) : marketing, budget, communication Assessment : Elle sera faite à partir d un travail écrit consistant à analyser en détails l organisation d un événement sportif et notamment sa stratégie marketing, communication Continuous assessment : 50% Final examination : 50%

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17 COURSE : Spanish Languge Lecturer :Judit GARCIA VINCENTE Crédits: 3 Nbre Heures : 30 Blocs de compétences : Appréhender et intégrer l environnement international Objectifs : La communication professionnelle, en particulier dans le domaine du tourisme et de l évènementiel. L accent est mis sur la capacité de comprendre et d utiliser un langage, oral et écrit, précis dans des situations professionnelles. Contenu : 10 séances de 3 heures impliquant (au moins) le même nombre d heures de travail personnel. préparation d un projet touristique et évènementiel. remise à jour du CV et préparation à un entretien d embauche. entraînement à la prise de notes et à la synthèse à partir de supports de toutes sortes. entraînement à la prise de parole de manière persuasive et concise. lecture et analyse de documents professionnels et d articles de presse compréhension et réalisation de brochures, de communiqués de presse, d articles, de présentations communication professionnelle : téléphone, , débats et exposés préparation à la négociation commerciale. Evaluation : Contrôle continu : (projet, oral, participation active, travail personnel, assiduité) : 60 % Examen final: 40 % NB : Tout travail demandé sera personnel et les «copier-coller» ainsi que les plagiats ne seront en aucun cas acceptés. Cela entrainerait automatiquement la note 0. Le contenu des séances peut être modifié.

18 BIBLIOGRAPHY TEXBOOKS : - «TOURISM a modern synthesis» de Stephen J Page & Joanne Connel - Mercator de Lendrevie Lindon - Services Marketing: People, Technology, Strategy (Broché) de Christopher H. Lovelock - Organiser un évènement sportif» de Michel Desbordes et Julien Falgoux Editeur : Organisation-Livres outils - Event industry dictionnary de Bernard Guiraud - Diccionario bilingüe Español-Francés (Obligatoire en cours) - Martínez, L., Sabater, M.L. : Socios 2, Difusión, Barcelona, 2008.

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