This is a certification programme organised by a world-leading
authority of hospitality education, delivered right here in
Macao. It is a joint effort of Cornell-Nanyang Institute of
Hospitality Management (CNI) and Institute For Tourism Studies
(IFT), Macao, with the aim to provide fast-tracking young
managers, seasoned executives, leaders and entrepreneurs of
international resort chains an all-rounded training in Strategic
Hospitality Management.
Each module will lead to a certificate of “CNI-IFT Executive
Development Programme”. Every module is a step toward a
greater achievement!
Achievers of four CNI-IFT EDP certificates will be awarded the
“CNI-IFT Advanced Certification in Strategic Hospitality
Management”.
Programmes scheduled in 2010 and 2011:
Module One
- Strategic Hospitality Operations (Conducted on 11 & 12 Jan 2010)
Module Two
- Strategic Hospitality Marketing
(22 & 23 July 2010 – Open for Application)
Module 3
- Strategic Thinking (Date: January 2011)*
Module 4
- Strategic Financial Management (Date: July 2011)*
*CNI & IFT reserve the right to change the module topic, due to the dynamic needs of the industry.
Registration Deadline of Module Two: 21 June 2010
Pousada Conference Room
|
Institute For Tourism Studies
| Macao SAR, Macao
Executive Development Programme
“STRATEGIC HOSPITALITY MARKETING”
Module Two of CNI-IFT Advanced Certification in
Strategic Hospitality Management
22 - 23 July 2010
Overview
The dynamic and complex environment in which the hospitality business operates makes it
imperative for managers to be alert to present and future forces impacting their business. Equally
important is that managers know how to exploit emerging opportunities, minimize threats and
develop strategies that provide the business with a competitive advantage.
This course exposes participants to innovative, practical and profitable approaches for addressing
key strategic hospitality marketing challenges. Through class discussions, case studies, and real-life
examples, 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.
Course Objectives
At the end of the course participants will:
1. Gain clear knowledge of the marketing planning process including upstream and downstream
marketing
2. Appreciate the importance of value creation to marketing strategy and overall firm performance,
and the relevant variables that influence value creation decisions
3. Know how and when to apply the value-enhancing strategies including brand equity
management, innovation and measuring marketing’s outcome.
4. Become more analytical and creative hospitality managers.
Programme Fee
• MOP10,650 (USD1,331) – Non-Macao ID-holders
•MOP6,150 (USD770) – Macao ID-holders
•MOP5,500 (USD690) – Macao ID-holders with DSEJ subsidy
Registration Form & Website
www.ift.edu.mo/edp/marketing2010
Inquiry
For more information, please contact Ms. Sandi U.
T: (853) 85061 281
F: (853) 85061 283
E: sandiu@ift.edu.mo
This programme is subsidized by the “Continuing Education Subsidy Scheme” of
Education and Youth Affairs Bureau. Macao LOCAL RESIDENT will be refunded
MOP650 after completion of course with over 75% attendance.
Website of Continuing Education Subsidy Scheme:
http://www.dsej.gov.mo/~webdsej/www_dee/index.php
Schedule
22 July 2010
Time
9:00am - 10:20am
10:20am - 10:40am
10:40am - 12:30pm
12:30pm - 1:30pm
1:30pm - 3:30pm
3:30pm - 3:50pm
3:50pm - 4:50pm
4:50pm - 5:30pm
Topics
1.
Strategizing Marketing
 Marketing’s Business Purpose
 Strategic Planning
 Strategic Marketing System
 Strategic Marketing Planning
Break
1. Strategic Analysis
 Environmental Scanning
 Competitor Analysis
Lunch
1. Strategic Analysis (cont’d)
 Customer Analysis
 SWOT Analysis
Break
1. Case Study Discussion
 Pearl River Garden Hotel, Sanya
Review & preparation instructions for tomorrow’s case
study.
HOMEWORK
Read:
1.
Banyan Tree: Developing A Powerful Service Brand
2.
Asian Brand Strategy
3.
Define Metrics for What Matters
23 July 2010
Time
9:00am -10:20am
10:20am - 10:40am
10:40am - 12:30pm
12:30pm - 1:30pm
1:30pm - 3:30pm
3:30pm - 3:50pm
3:50pm - 4:50pm
4:50pm - 5:30pm
Topics
1.
Managing Brand Equity
 Brand & Brand Equity
 Lessons in Brand Equity Management
Break
1. Value Innovation
 Competitive Methods: Then & Now
 The 4 Lenses of Innovation
 Blue Ocean Strategy
Lunch
1. Case Study Discussion
 Banyan Tree: Developing A Powerful Service Brand
Break
1. Measuring Value
 Marketing Metrics Audit Process
Course Evaluation & Closure
Disclaimer
We reserve the right to postpone or cancel the course. In the case of cancellation,
participants will NOT be subject to any charge or compensation.
Course Facilitator
Professor Gerard Gonzales
Adjunct Associate Professor
Cornell-Nanyang Institute of Hospitality Management
Prof. Gonzales is a leading instructor in the Cornell-Nanyang Institute of Hospitality Management
(CNI). He teaches in CNI’s graduate Master of Management in Hospitality degree program and is a
prominent faculty of the CNI Executive Education Program. He has successfully conducted courses
and workshops on finance, marketing and service quality for the Nanyang Business School’s
Executive Development Programme as well as tourism and hospitality management workshops for
the Temasek Polytechnic and Ngee Ann Polytechnic. He is an Adjunct Associate Professor at the
Nanyang Business School, Nanyang Technological University (NTU) where he teaches marketing at
the undergraduate and postgraduate levels.
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 hotel,
resort and restaurant organizations in Singapore, Indonesia, Malaysia and the USA. As principal
consultant of Gonzales & Associates, he consults for several independent and chain-operated
hospitality organizations in Singapore, Malaysia, Indonesia, China, France and the United Kingdom
in the areas of strategic planning and marketing, asset management, organizational development
and customer value management.
Holding an MBA (1996) and a bachelor's degree in accountancy (1978), Prof. Gonzales attained the
Certified Hotel Administrator (CHA) title from the Educational Institute of the American Hotel &
Lodging Association in 1989, while working as vice-president and general manager of the
Hollywood Palm Hotel in Hollywood, California, USA. In 1996, he was awarded the Singapore
Tourist Promotion Board Gold Medal Award and The Raffles Hotel Book Prize in the Nanyang
Business School’s MBA (Hospitality & Tourism) program. He is co-author of a chapter in the book
“Business Opportunities in the Philippines” published by NTU and Prentice Hall (1996).
About the Organisers
www.cni.ntu.edu.sg
www.ift.edu.mo