Master of International Hotel Management (SHA)

Semester 2 - Graduate Diploma In International Hotel Management

Core Subjects:

MIHM201 - Workforce Design and Strategy

Purpose of Subject:

This subject will enable students to examine and connect fundamental HRM tools such as planning, development, implementation and evaluation to critical HR activities. Students will link HRM business strategies and hotel operations to workforce design requirements needed to achieve sustainable competitive advantage in industry. Through analysis of HRM theory, practice and application, students will gain the ability to manage the hotel workforce in an ever changing HRM environment.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to

a)      Understand and evaluate HRM theory and practice in the context of hospitality organisations and their environments.

b)      Analyse the connection between organisational strategy, operations and HRM planning and development.

c)      Identify, analyse, prioritise and communicate HR strategies to enable the contribution to the organisation’s competitive advantage.

d)      Critically analyse and evaluate the necessity for and effectiveness of, HRM activities to the sustainable hospitality organisation,

E)     Generate and apply appropriate HRM theory and practice to hotel industry specific case studies and scenarios.

MIHM202 - Strategic Management 
Pre-requisite Subjects: None

Purpose of Subject:

Strategic Management is concerned with longer term strategic decisions and directions, strategy formulation, implementation and performance monitoring. It draws on knowledge of other disciplines such as marketing, economics, human resource management, leadership, finance and sustainability management. The subject is focused on theoretical models, frameworks (macro-micro-environment, competitive analysis), case studies and practical hospitality industry application of both business and corporate strategy in an international context. Central to this course is the question on how to achieve sustainable competitive advantage. The subject will prepare students to research and critically analyse the business strategy of an individual hotel or a hotel brand and the corporate strategy of hotel corporations and to synthesise knowledge from theoretical concepts and frameworks and apply them in the context of the hotel industry.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to demonstrate the following advanced knowledge and skills

a)      Understand the dynamic environmental forces of markets and organisations and investigate strategic management processes used by hospitality organisations to gain and sustain competitive advantage.

b)      Develop an advanced understanding of the importance of strategy and interconnection of diverse internal and external influences on successfully managing a hospitality enterprise and recognise essential challenges.

c)      Develop knowledge of strategy theories, frameworks and tools and their relevance to strategy formulation, communication and strategy execution in a hospitality business.

d)      Develop critical analysis for strategic management theories and practices and apply real organisational examples by devising theoretical strategic options at both corporate and business level using relevant principles, concepts and tools.

e)      Develop analytical skills required for senior level management positions to devise the future of an organisation in a dynamic and highly competitive global environment.

MIHM203 - International Hotel Revenue Management 
Pre-requisite Subjects: MIHM103 Hospitality Management Accounting


Purpose of Subject:

This subject will enable the student to critically evaluate the role of revenue management in hotel business performance and apply complex knowledge of strategic pricing to managing international hotel business operations.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to

a)      Investigate and critically evaluate the application of revenue management in contemporary hotel operations.

b)      Recognise, analyse, apply and communicate the contribution of information technology, reservations and channels of distribution in revenue management.

c)      Critically evaluate and apply the significance of market segmentation and selection in revenue management decision making.

d)      Critically evaluate and apply theoretical Economic Principles involved in revenue management and complex demand forecasting.

e)      Apply the concept of dynamic value based pricing into professional practice.

f)       Analyse, consolidate and synthesise knowledge of distribution channel management in the context of the international hotel industry and communicate solutions to complex problems.

Elective Subjects: 

MIHM204 - Design, Art and Theatre in Contemporary Hospitality Business 
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to understand the key principles and importance of design, art and theatre in contemporary hospitality management and in a broader cultural context. The role of artistic applications in creating the guest experience in a hospitality setting will be examined. At the conclusion of this subject, students will have developed a critical understanding of the importance of aesthetic and theatrical aspects in providing the guest experience in hotel and hospitality operations.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to

a)      Research and analyse the history of design in hotels and the contribution of art and design in the success of hotels.

b)      Critically appraise the importance of design in the cultural context from the point of view of the international guest.

c)      Evaluate and reflect on the role of theatre in delivering contemporary hotel and hospitality products to the modern guest.

d)      Analyse and reflect on the role of art and design in communicating industry values to the modern guest.

e)      Critically discuss the importance of the role of art in contemporary hotels and hospitality business and the impact of art tourism.

f)       Critically examine examples of hotel art and design in terms of aesthetic taste and stylistic content.

MIHM205 - Information Systems Management
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to understand the increasing role and application of information communication systems in the hospitality industry in different competitive aspects, understanding of critical reflection on strategies, concepts and ideas that currently changing hospitality practices. This subject will also enable students for developing perception of the technological interfaces for business success.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to

a)     Demonstrate a critical understanding of the impacts of information communication            technology in value creation and competitive advantage for organisations in the                hospitality industry.

b) Critically evaluate the underlying principles and applications of information communication technology in hospitality.

c) Demonstrate understanding of decision support systems and critically evaluate advantages and disadvantages of them.

d) Apply knowledge of and practical skills in the software-based analysis of data and presenting findings.

e) Critically analyse the barriers in regards to incorporating information communication technology and evaluate challenges and opportunities of information technology for the hospitality industry.

MIHM206 - International Hotel Brand Management 
Pre-requisite Subjects: International Services Marketing (MIHM104)

Purpose of Subject:

Branding is a promise of value to the customer and often the most important intangible asset of any hospitality business. The subject will cover the relevance and importance of brand management in the hospitality industry. The core of successfully establishing, growing and measuring brand equity lies in accurate positioning and effective brand management and integrated communication strategies. The subject covers elements of brands, positioning, differentiation and values, service branding, building and measuring customer based brand equity, luxury brands, challenges of modern markets, integrated marketing communication programs, brand extensions and brand portfolios, the consumer mind and global branding strategies. The subject will enable students to research and critically analyse hotel brands and hotel corporations with a focus on building and measuring brand equity and synthesise knowledge to formulate recommendations for brand management strategies.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to demonstrate the following advanced knowledge and skills

a)      Identify key elements of a brand and how those components interact.

b)      Critically analyse and synthesise the role of the international hotel brand and the influence on consumers.

c)      Critically investigate the concept and nature of the brand for hotels and the various functions of brand management.

d)      Critically debate and hypothesise branding techniques and apply them to a variety of different hotel brands.

e)      Creatively design marketing programs and integrated marketing communication strategies to build brand equity.

MIHM207 - Entrepreneurship & Innovation 
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to develop and understand both the entrepreneurial mind-set and the important role of both entrepreneurship and entrapreneurship within a hospitality industry context. It will provide tools to be innovative and to evaluate entrepreneurial opportunities in the fast paced, dynamic and multi-faceted hospitality industry, providing the skill set needed to be agents of change within their organisations and beyond.

Intended Learning Outcomes

At the conclusion of this subject the student should be able to

a)      Develop a critical understanding of the nature of enterprise, entrepreneurship and innovation within the hospitality industry.

b)      Identify and evaluate the entrepreneurial competence and skills that make a successful entrepreneur.

c)      Evaluate the role of entrepreneurship in a range of hospitality business contexts – large and small businesses, private and public sector businesses, regional, national and international businesses.

d)      Research and analyse the nature and implications of the body of entrepreneurship theory in the context of the hospitality industry.

e)      Analyse and understand the process of innovation and entrepreneurial opportunity.