Hospitality Management and Marketing (MASTER)

Aims of the subject:
- get to know the importance and peculiarities of hospitality management;
- understand the different business models in hospitality;
- explain the concept of service quality;
- understand hotel business functions;
- get to know key issues in hospitality marketing and sales;
- understand the sustainable business models and reporting;
- understand the key challenges in human resource management in hotels.

1. Trends in the hospitality industry
2. Management contracts, franchising and ownership in hospitality
3. Service quality
3.1. Servqual model and service quality gaps
3.2. Service quality culture
3.3. Operational standards in hospitality
4. Management of human resources in hospitality
4.1. Hotel organization structure
4.2. Measuring and managing organizational culture
4.3. Reward and promotion systems
4.4. Personnel development
4.5. Employment models
5. Marketing and sales
5.1. Distribution channels in the hotel industry
5.2. Marketing and sales to individual/resort guests
5.3. Marketing and sales to business guests
5.4. Marketing and sales for organized groups
5.5. CRM – customer relationship management
5.6. Loyalty program
6. Finance and controlling in hospitality
6.1. Key performance indicators in hospitality
6.2. Sustainability reporting in the hotel industry
7. Procurement
7.1. Green procurement policy
7.2. Zero-waste in hospitality
8. Food and beverage (F&B)
9. Wellness and wellbeing
10. MICE (meeting, incentives, congresses and events)
11. International examples of good practice