The tourism industry of Macao has been developing rapidly in
recent years, while hotel industry is one of the key elements, management
team of hotel industry must equip with strategic thinking and advance
vision, thus IFT and CNI co-organised the “CNI-IFT Advanced Certification
in Strategic Hospitality Management” with the aim to provide industry
executives an all-rounded training in Strategic Hospitality Management.
This certification programme consists of four modules to be
offered in 2010 and 2011.
Individuals can attend one of the following modules:
Module 1 -
Strategic Hospitality Operations (conducted in January 2010)
Module 2 -
Strategic Hospitality Marketing (conducted during 22 – 23 July 2010)
Module 3 -
Strategic Thinking
Module 4 -
Strategic Financial Management
and earn a certificate of “CNI-IFT Executive
Development Programme”, OR accomplish all four to receive the “CNI-IFT
Advanced Certification in Strategic Hospitality Management”.
The
“Strategic Hospitality Marketing Executive Development Programme” is one
of the four modules of the “CNI-IFT Advanced Certification in Strategic
Hospitality Management”, exposing participants to innovative, practical
and profitable approaches of addressing key strategic hospitality
marketing challenges. Participants
will learn the latest applications of strategic thinking and analysis in
hospitality marketing: from upstream marketing and strategic analysis to
value innovation, managing brand equity and marketing metrics.
IFT
gladly invited Prof. Gerard Gonzales, Adjunct Associate Professor,
Cornell-Nanyang Institute of Hospitality Management as the speaker. Prof. Gonzales has accumulated 30 years
of international hotel and resort management experience. Prior to setting up his management
consulting practice in 1989, he held positions as general manager, financial
controller, consultant, administrator and internal auditor with various
hotels, resorts and restaurant organisations in Singapore, Indonesia,
Malaysia and the USA. As principal
consultant of Gonzales & Associates, he consults for several
independent and chain hospitality organisations in Singapore, Malaysia,
Indonesia, China, France and the United Kingdom in the area of strategic
planning and marketing, asset management, organizational development and
customer value management.
The
2-day “Strategic Hospitality Marketing Executive Development Programme”
includes the following topics:
I. Strategizing
Marketing
-
Marketing’s Business
Purpose
-
Strategic Planning
-
Strategic Marketing
System
-
Strategic Marketing
Planning
2.
Strategic Analysis
-
Environmental Scanning
-
Competitor Analysis
-
Customer Analysis
-
SWOT Analysis
3.
Managing Brand Equity
-
Brand & Brand
Equity
-
Lessons in Brand
Equity Management
4.
Value Innovation
-
Competitive Methods:
Then & Now
-
The 4 Lenses of
Innovation
-
Blue Ocean Strategy
5.
Measuring Value
-
Marketing Metrics
Audit Process
6.
Case Study Discussion
-
Pearl River Garden
Hotel, Sanya
-
Banyan Tree:
Development A Powerful Service Brand
Institute for Tourism Studies (IFT), Macao and Cornell-Nanyang
Institute of Hospitality Management (CNI), Singapore started
co-organising executive development programmes and public lectures since
2007, providing advancement opportunities for industry
professionals. The Cornell-Nanyang
Institute of Hospitality Management (CNI) is a partnership between
world-renowned Cornell University’s School of Hotel Administration and
Nanyang Technological University (NTU)’s Business School (NBS). This alliance brings together the
world’s leading hotel management school and one of Asia’s elite business
schools. Singapore-based Nanyang
Business School was ranked the top 24th school worldwide in
the Financial Times’ business school rating this year. Please visit www.cni.ntu.edu.sg for more information.
IFT has always strived to seek
diversified development and expansion of international network. Collaboration with many overseas
organisations and universities helps ensure that its programmes meet
international standards. The
executive development programmes and public lectures provide
opportunities for senior executives to probe into the development of
Macao’s tourism industry and challenges it has to face.