MASTER PROGRAMME IN INNOVATIVE HOSPITALITY MANAGEMENT

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1 MASTER PROGRAMME IN INNOVATIVE HOSPITALITY MANAGEMENT Communication Skills Continuous Module Academic Year Lecturers: Barcelona Block: Ms. Katharine D Amico Maastricht Block: Ms. Iris Hillier Publication for the exclusive use of TSI Turismo Sant Ignasi, ESADE- Universitat Ramon Llull; and Hogeschool Zuyd, Hotel Management School Maastricht No reproduction permitted

2 MASTER PROGRAMME COURSE SYLLABUS COURSE: Communication in the new media landscape CODE: COURSE TYPE: YEAR ECS CREDITS: BLOCK: Maastricht LECTURER Iris Hillier 1. General description of the course. Maastricht Block focus and aims: Explore the excitement and potential of e-marketing and communication These classes aim to inspire, provoke and engage the students with the potential that e-marketing has to offer. Fundamental changes to consumer behaviour are happening. This can be exciting and interesting but also daunting. These classes will describe how consumers are changing, how we can engage with them, how to retain them through efficient use of Social Media and (social) CRM and look at where it may take us. Through the introduction of concepts such as the Dream Society, Social Media Communities and Platforms, SEM an SEO we will understand the complexity of peer to peer communication, how we are part of it (and use it) and what it means for communication of players in the hospitality industry. 2. Competencies developed within the course (as in the competencies distribution chart). Type General Specific Basic Name CC1 Personal development and self-management. CC2 Interpersonal relations & team work. CC3 Cross-cultural awareness and diversity understanding. CC4 Change Management CC5 Ethics and social responsibility commitment. SC4 Social networking SC5 Enhancing the hospitality experience. SC9 Global vocation. BC1 Demonstrate knowledge and understanding. BC2 Apply knowledge and understanding and problem solving abilities. BC3 Integrate knowledge, handling complexity and formulate judgements. BC4 Communicate their conclusions, and the knowledge and rationale underpinning these.

3 3. Content Consumer behaviour (knowging the new consumer) Search engines and ranking User-generated content Social Media Virtual worlds Current e-marketing activities Online intermediation, Emerging developments such as the progression of social med Social CRM All Sessions will include: Class participation Practical exercises Theory Revision & discussions Individual work Group work and peer critique Oral presentation Readings & research Summary of Outcomes At the end of this seminar, students will be able to: Understand and be aware of the changing media landscape, generally and specifically to the hospitality sector Develop a solid and coherent on-line media strategy which includes the use of social media platforms and networks Develop "killer content" Determine relevance of diferent social media networks and sites Influence the new consumer in each phase of the hospitality experience 4. Course objectives. Increased confidence in the e-marketing domain Understanding that e-marketing is relevant as part of the communication strategy Obtain a perspective of how e-marketing developments may change their environment Increased interest in e-marketing innovation

4 Understand how new technology facilitates trends. Understand How CRM has changed through internet and social media What it means for customer behaviour and hospitality marketing 5. Required readings A portfolio of readings and articles will be given to students. These portfolios are crucial to the session contents. In addition, students may consult the bibliography for further reading. Author/s (year) Kotler, Philip Title (pages) Marketing Management (Web 2.0) Publisher. City. Pearson London Comments 6. Exercises and assessments Type Oral presentation Excersises Title Student presentation practice consolidating session material. Critiqued PPT Presentations 7. Methodology and sessions chart. Session Content Session 1: The new traveler: Consumer Behaviour and Web 2.0 As we have moved into the experience economy, the way we need to communicate our services has changed. In this chapter we focus on powerful messages that will help us to reach our target in a the world of Web 2.0 Slide Presentation Class exercises: Exercises to create relevant communications, exercises for the search for information on-line; understanding our changed behaviour Session 2: Introduction to Social Media The use of social media within the hospitality industry has

5 become compulsory and a social media strategy will be part of the communication plan of those that want to guarantee success I the future. What is a winning social media strategy? Slide Presentation Class exercises: How to create a social media plan, How to create a killer blog Reading: How Roger Smith hotel put itself on the map through social media Case study: A Small World; how to make money as a social media networking site Presentation of a Social Media Strategy

6 8. Learning activities and distribution of work load (in student work hours). 1 ECS = 30 hours student workload. 3 ECS 90 hours Workload distribution (For 4 ECS) Hours (approx.) Lectures Essay Team work Reading and study Research Oral presentation Exam Total 9. Evaluation procedure. Evaluation activity % of grade Assessed competencies Session work / participation 40% Instrumental competencies and input/ contributions Practical exercises & revision 10% Cross-cultural and personal development competencies Research & readings 10% Instrumental competencies Final exam( Essay & Oral 40% Defense presentation) Total 100% 10. Lecturer : Iris Hillier Iris has a Masters degree in both Economics and Spanish language from the Universities of Amsterdam and Salamanca. She specialises in marketing management, communication and market trends analysis. She has been developing her professional skills during the last twenty years in the areas of Sales, Marketing and Communication, occupying managerial roles in different European countries. Her experience includes the European launch campaign of Canada 3000 Airlines and the launch of free newspaper Metro in Barcelona, Madrid and Paris. As Marketing Director she managed the marketing departments of both Metro Spain and Metro France. She managed marketing consultancy project for THR International Tourism Consultants. She is partner of Verum Hotel Consultants and set up TEAM Hotel and Resort Development in Spain, subsidairy of TEAM Tourism UK. She lectures at EADA Business School (Barcelona) and Institut Paul Bocuse (Lyon) at both their Hospitality Master Programs and at the Cullinairy Innovation Program of Institut Paul Bocuse.

7 11. Observations. The student s attitude is a reflection of a student s motivation. It is expected that students be ready to use English at all times, be punctual, and attend classes, and take part actively and responsibly in individual and group work, show interest for extra activities and research, be aware of their own capacity and accept error as a part of learning.

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