International Hospitality Management - BA (Hons)

University of Wolverhampton

This module explores the customer journey from prospect or enquiry to loyal customer or advocate. In this module, students will learn about the marketing strategies and tactics involved in attracting new customers and keeping them. Research suggests it can cost between 5 and 10 times as much to acquire a new customer as it does to retain an existing customer, with the commonly quoted average being 7 times more expensive to acquire a new customer. So why do so many companies spend more time chasing new customers than keeping existing ones? This is the paradox of customer retention and acquisition. This module will enable students to understand the role of customer acquisition and retention in designing contemporary marketing strategies for organisations. Students will gain practical experience of planning marketing campaigns designed to attract, win and retain customers.

Hospitality managers and employees need to understand how hospitality operations management involves all the processes that produce and deliver food, beverage and accommodation goods and services to customers. This module develops the student?s knowledge and understanding of property operations management and prepares students with skills, knowledge and practical experiences (with focus on the use of ICT) that will assist them for a successful career in the dynamic international hospitality industry.

This module will introduce students to contemporary research topics in Leisure through a lens of research approaches. The module is designed to flexibly incorporate emerging concepts and context in leisure research. The contemporary themes within the module will explore a variety of academic debates and industry issues at local, national and international levels.

The aim of this module is to develop students? understanding of management and leadership principles, and to explore the influence various leadership and management approaches have on key Human Resource Management functions, including Change Management. Through the study of emerging leadership concepts, such as super-leadership, students will develop an appreciation for the development of self as a method to support others in their development. Reflective practice underpins the module to support students in assessing their own approach to learning and development.

In the dynamic and constantly evolving restaurant industry, it is crucial that restaurateurs and food and beverage managers are aware of current and future trends relating to the provision of food and beverage. This module will equip students with the knowledge and confidence to develop strategic responses to these trends, and how contemporary trends are incorporated into restaurant design to create an inclusive restaurant concept which is accessible and able to cater for the ever-changing demands of the diverse marketplace.

As awareness of climate change, resource scarcity, environmental impact and social inequality rises, hospitality businesses are being held increasingly to account by consumers, governments and stakeholders. This module critically explores strategy and management plans for ensuring long term sustainability and resilience for hospitality businesses.

The Professional Project capstone module is an independent study unit. Students will be able to draw together learning form their previous subjects, focusing on their key strengths, in the production of a business artefact. Alongside the artefact students will develop a written critical reflection, which is designed elucidate their rational for choice of artefact and reflect on the process of its production and dissemination.

The strategic business module will equip students with the knowledge required to make strategic decisions at both a corporate and functional level. Students will also develop the skills required to evaluate the success of implemented strategy within an organisational context. This will inform decision making at a corporate and functional level.