Master of Science Hospitality Management, Tourism Marketing & Customer Experience

The business game is done using a management simulator. Groups of learners are responsible for managing a business in real time. All major functions of the business are covered. Learners will make decisions to maximize the profitability of the business.

The objective is to acquire key skills in terms of budget management and reporting. Emphasis will be placed on the budget architecture, with the implementation of summary documents, project management control and its link to budget management, implementation and steering of dashboards.

A second foreign language is offered to improve the employability of learners.

This seminar focuses on negotiation in an international context. It will be necessary to take into account the cultural dimension and define its impact in an international negotiation. Negotiation is centered on the sales process through role play.

This module aims to deepen the skills of computer learners to meet the demand of companies in terms of budget or business monitoring, project management, personnel management and communication: Excel, Word, PowerPoint, team work tools, business software. It aims to be efficient on office tools, quickly identify and correct errors, customize existing tools or create its own tools.

This module allows learners to improve their CV and posture through situations (professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching)

This module allows, in a first step, to integrate the approach of the corporate strategy: from the analysis of customer needs, market structure to the dynamics of competitors to identify opportunities and threats of the environment. It also aims to learn the realization of a business plan or business plan: from the design of a costed project for the creation or development of a company.

This module enables mastering the design of a coherent and sustainable business strategy with a strong emphasis on customer experience (“customer-centric”).

Without getting into the operational of digital marketing techniques, but rather from a strategic point of view, we will see in this course how the digitalization of the world has impacted the marketing mix. On each element of this marketing mix, we will address the evolutions and good practices induced by new tools and consumer behaviors, including the growing importance of putting the customer at the heart of its strategy.

This module allows learners to immerse themselves in real or fictitious business cases and to train in marketing strategy, operational marketing, communication plan as well as peer-to-peer exchanges in order to progress.

Introduction to the fundamentals of interaction with generative AI such as ChatGPT, DALL-E and other LLM models. Learn how to write and optimize effective prompts to fully exploit the potential of these tools in a variety of contexts, such as content creation, productivity and automation. This module also addresses the ethical issues, limitations and biases of AI in order to promote responsible use. Through practical exercises and real-life cases, this course provides a solid foundation to deepen the skills in generative artificial intelligence.

The fundamentals of marketing apply to tourism sectors, so this seminar is an opportunity to put theories into perspective in relation to the practices of companies in the sector. Many implementations are proposed in order to progress in the launch of a range or a new product, in the proposal of a collaboration or even in the elements of an optimal phygital distribution.

These masterclasses are an opportunity to bring together experts on emerging or cutting-edge topics in the tourism sector.

Although digital marketing and e-commerce are now widely adopted by companies, it remains the case that we must be able to maintain a high level of demand and a «memorable» experience like the physical experience at a point of sale. How to (re)create this online experience? Which integrated performance indicators? What tools and techniques adopted on the CRM? What about social commerce? These questions will be addressed during this seminar.

The control of the strategy and actions as well as marketing and communication related to events is imperative. This module therefore enables learners to become real event project managers with a sustainable perspective.

This module focuses on the application of influence strategies and social media specifically tailored to the luxury and fashion sectors. It explores trends, key players and techniques to develop effective campaigns and preserve the brand image.

The consumer behaviour applied to the tourism sector allows a better study of a market, a better definition of its target and therefore the most relevant strategy. The social, cultural and maturity characteristics of consumers are studied as well as the study of consumer behaviour at a point of sale or in a specific consumption context.

The management of a sales team in the tourism sector is essential for a future manager. This seminar brings the fundamentals of integration to the motivation of employees and the specificities specific to tourism. Role-playing games allow immersion as close to reality.

Written Exams + Defense

This course will enable learners to understand the specifics of consumer behavior in the hotel industry and master the keys to a successful customer experience. They will be able to analyze customer needs, create memorable experiences, and enhance hotel brand performance.

Mastery of key marketing and management tools and concepts applied to the tourism and hospitality sector. Learners will be able to develop effective marketing strategies, manage teams, and drive brand performance.

This module will cover the skills needed to develop and launch innovative products in the tourism and hospitality sector. Ultimately, learners will be able to understand market trends, create disruptive business models, and master digital marketing tools.

Private jets, personalized itineraries, and prestigious destinations: how innovation is transforming the sophisticated world of bespoke tourism? A focus on the development of luxury tourism.

• New communication levers: Internet (web 2.0 and 3.0, social media, emailing, podcasting).
• E-reputation and brand protection on the Internet.
• This module enables learners to develop an effective e-commerce strategy for tourism businesses.

This module focuses on the marketing and sales strategies of hotels, from 2-star establishments to large international palaces. The structure and organization of hotel chains, the management of hotel staff, and the managerial specificities of the hospitality industry will be analyzed.

• Understand the challenges by analyzing the fundamentals of marketing, communication, and public relations in the tourism and hospitality sector.
• Master the tools by implementing digital techniques, public relations, and storytelling to build effective communication.
• Develop a comprehensive strategy by creating a strong brand image, managing reputation, and building lasting relationships with the media and influencers.

• Understand the tourism industry and its challenges.
• Collaborate with sector stakeholders to offer comprehensive travel packages to tourists.
• Understand the difficulties in the sector related to online competition, consumer trends, and environmental constraints.

• A second foreign language is offered to enhance the employability of learners.

• Develop a bold and creative marketing strategy while adhering to specific legal requirements in the tourism and hospitality sector to ensure brand sustainability and customer trust.

From performance analysis to strategic vision, this module enables you to manage the profitability of the company, build a long-term strategy, and make the right decisions to ensure its sustainable growth in the tourism and hospitality sector.

Through a flagship project, learners will apply acquired skills in practical workshops tailored to the tourism and hospitality sector.

• Attracting, retaining, and developing talent is crucial for the success of a luxury brand.
• It involves cultivating a culture of inclusion and diversity, offering a stimulating career path, and creating a positive and multicultural work environment.

A second foreign language is offered to enhance the employability of learners.

The course provides specialized knowledge and essential tools for supporting the transition. It also enables learners to become key players in a company or local administration for the transformation of the socio-economic world in pursuit of sustainable development goals.

Learners will be able to conduct complex and sensitive negotiations in the international context of luxury or fashion, while preserving the brand’s interests and image.

• Inspiring meetings with professionals, an in-depth exploration of tourism and hospitality topics, and an environment conducive to networking and personal development.

• Typology of international events, logistics, costs, and economics of trade shows.
• Organization, marketing, and customer relations.
• Organizing a conference or trade show: seeking funding and partners, logistical organization, welcoming delegates, costs, and promotional methods.
• Festivals: an economic and cultural asset for regions; tourism and festivals; promotion of festivals in France and abroad.

The learner will discover how to develop sustainable tourism, which is based on various principles such as eco-friendly modes of transportation, production, and consumption, and closely involves local populations in the tourism development project and its socio-economic benefits.

• Understand the implementation of pricing strategies, particularly in relation to competition.
• Compare the strategies of low-cost (hotels and transportation) vs. premium strategies, mass tourism vs. elitist tourism.
• Enable learners to understand the impact of price on competition, revenue, and ROI, respond to competitors’ price changes, and initiate price reductions or increases.