Certificate in Hospitality Management and Customer Experience Design

Goal

Assess the impact of the external environment and business models on hospitality industry dynamics.

Overview

This course will cover the key components of the business model in hospitality establishments, such as customer segments, value proposition, and cost and revenue structure to determine resource allocation, identify partners, and delineate business activities and the operating model. Particular attention will be paid to an analysis of the company’s environments and markets as well as to sustainable development and the contribution of technologies that generate new and effective business models. 

Schedule 

This course includes an intensive bootcamp one-week activity.

Goal

Assess the impact of the design and implementation method of a service on productivity at hospitality establishments.

Overview

This course will focus on implementing action plans and operational strategies stemming from the analyses performed by hospitality establishments. Based on the company’s strategic positioning and competitiveness, and from the standpoint of sustainable development, students must evaluate the contribution of technology and manage aspects of process optimization at a hospitality establishment. These activities will be conducted from the angles of both resource management and the customer perspective.

Goal

Design an innovation process for hospitality industry establishments that is in line with observed trends in the sector.

Overview

The focus of this course is to help students develop a coherent creativity and innovation process for hospitality establishments that accounts for the environment and evaluates the impacts on different stakeholders. To foster a culture of innovation that considers the phenomenon of internationalization and the challenges of sustainable development, this course will cover an understanding of the market and the customer, adaptations to digital technologies, and an analysis of innovation opportunities.

Schedule W24 

• Friday January 12th, February 9th and 23rd, March 15th and April 19th, from 9:30 a.m. to 12:30 p.m. and from 1:30 p.m. to 4:30 p.m.
• Friday January 19th and 26th, March 22nd and April 5th, from 9:30 a.m. to 12:30 p.m.

Goal

Dissect the practices inherent to risk and building management at hospitality establishments.

Overview

This course will address the principles of risk management in the hospitality industry while taking into account not only various external and international factors (such as terrorism, natural disasters, and cybercrime) but also the market and customers. Students will also explore how to create and implement safety response plans that are specifically tailored to hospitality environments. Building management in terms of prevention, maintenance and renovation projects along with crisis management will form the core of this course.

Format

Hybrid format: the first courses are in-class; the rest are asynchronous.

Goal

Optimize the performance of hospitality establishments through targeted pricing, distribution and promotional strategies.

Overview

This course covers how to evaluate the performance of technological tools used by different hospitality industry companies in their e-promotion, e-distribution and e-reputation management activities as well as the employee’s role in integrating revenue optimization strategies. Analyzing and forecasting supply and demand and setting pricing to optimize the revenue and profitability of hospitality industry establishments will also be covered

This course includes the option of CRMA certification.

Goal

Develop an understanding of quality from the client’s point of view and master tools and techniques to detect and correct a situation while accounting for the context and the impacts on the organization.

Overview

This course will cover the main concepts related to quality and the client experience in hospitality establishments. The particular aspects of integrating quality management will be discussed in comparison with other industries. By experiencing actual products and services, students will learn to define objective and measurable criteria using tools in order to measure how the quality of the client experience evolves and to adopt the best strategies for the context and stakeholders involved.

Goal

Evaluate the role of the different components of the marketing function in the performance of hospitality establishments.

Overview

This course will 1st address the distinction between the marketing of products and the marketing of services in the hospitality industry. In the 2nd part, it will address concepts such as an analysis of the company’s environment, customer behaviour, and industry trends and then go over marketing strategies to implement a value proposition in a competitive market.

Schedule W24 

Every Thursday, from 5:30 p.m. to 8:30 p.m.

Goal

Identify the role of information systems and technologies in creating value for the hospitality industry.

Overview

This course will address the interdependence and connectivity between different types of operational management software, information and database communication systems, and the interfaces of e-distribution intermediaries of hospitality establishments. Students will identify the functionalities of these systems during practical workshops or through case studies.

Schedule W24

Every Tuesday, from 1:30 p.m. to 4:30 p.m.

Goal

Analyze contemporary issues and challenges in hospitality management from the standpoint of value creation.

Overview

In this course, students will participate in workshops in which they will have to conduct research, collect data, and analyze a hospitality-business management problem from different angles, such as internationalization, understanding the market and the consumer, or sustainable development. Reports, presentations, discussions and debates will allow students to further develop their thinking. Guest speakers from the hospitality industry will also be invited to share their professional expertise and experience.

Schedule W25 

Every two Wednesday from 9:30 a.m. to 12:30 p.m. and from 1:30 p.m. to 4:30 p.m at the beginning of the session, and then every Wednesday, from 1:30 p.m. to 4:30 p.m until the end of the session.

Goal

Analyze the development and implementation of the concept of intrapreneurship at hospitality establishments. 

Overview

This course will address the topics of how hospitality establishments can encourage the independence and empowerment of its stakeholders and evolve its culture. Based on the “Business Model” concept, this course will also address revenue generation through the development of new markets, products and activities as well as cost reductions by improving the organization’s internal practices and processes. With case studies, students will analytically and practically uncover how intrapreneurs contribute in their dual identities as entrepreneurs and managers.

Schedule W24 

Exceptionally for the Winter 2024 session, this course will be offered in asynchronous format (without teacher support) until February 26, 2024. From March 8, 2024, it will be given in person according to the schedule below:

• Friday March 8th, April 12th and 26th, from 9:30 a.m. to 12:30 p.m. and from 1:30 p.m. to 4:30 p.m.
• Friday March 22nd and April 5th, from 1:30 p.m. to 4:30 p.m.

Goal

Allow students to develop a social, economic and cultural understanding of gastronomy to better analyze current issues in the development of food offerings while adhering to sustainable development principles and tailoring these offerings to international customers who are looking for a unique gastronomic experience.

Overview

This course will address the main sociological and historical concepts related to food as well as key concepts such as that of the eater or the cultural construction of taste. The impacts of massive phenomena that have been pivotal for the gastronomy and hospitality industries, such as globalization, population movements, and the segmentation of food offerings, will also be studied. A number of timely issues, including local and ethical procurement, will also be presented to evaluate how the hospitality industry sources its food.

Goal

Effectively use quantitative and qualitative research tools that are essential to the role of manager while demonstrating intellectual integrity and rigour.

Overview

This course will outline the main tools, methods and steps used in the management sciences to perform quantitative and qualitative statistical analyses for all hospitality industries. The course will explore concepts such as sampling, types of variables and measurement scales as well as different statistical techniques.  Progressive assignments will allow students to validate their understanding of different concepts seen in class. Students will also be required to produce a full research report on a market study.

Goal

Assess the impact of the dynamics of hospitality establishments on the development of a tourist destination.

Overview

This course will start with the main concepts of events, fairs, and conventions as well as the main market segments and trends of these activity sectors on a national and international level. It will then address how these different hospitality industries contribute to evaluating the market identification and customer acquisition strategy and provide an analysis of the complementary relationships between the different players of a destination to achieve alignment with the destination’s “branding.”