Subjects and Descriptors

Year 3

CORE SUBJECTS:

BBHM301 Managing Business Financial Performance
Pre-requisite Subjects: BBHM209

Purpose of Subject:

This subject will enable the student to be able to critically evaluate hospitality business performance, recognize, apply and report on appropriate management decisions on the impact on the future profitability of the business. The subject will include developing a range of technical skills and techniques in calculating and applying financial measures of performance relevant to the hospitality industry and for reporting to senior management, boards and owners.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Demonstrate the ability to calculate, interpret and report on a range of financial decisions, outcomes and measures suitable for evaluating financial performance.
b) Identify and employ a range of techniques to prepare and critically appraise comparative statements and evaluate and report on performance within a hospitality context.
c) Evaluate and analyse the concept of benchmarking key hospitality related performance indicators sin managing financial performance.
d) Describe, apply and report on capital investment appraisal techniques to evaluate and interpret investments and understand the techniques and application of present value and future value cash flows to financial decision making.
e) Identify, evaluate and report on the implications of the use of the range of debt/equity funding structures in the hospitality sector.
f) Demonstrate a critical understanding of the role of financial institutions, securities, and capital markets and their instruments in the financial management of the hospitality industry.

BBHM302 Managing Productivity through People
Pre-requisite Subjects: BBHM205

Purpose of Subject:

This subject will enable the student to critically examine and evaluate the Human Resource Management strategies available to hospitality related organisations in ensuring that business needs are met through effective people resource management.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Investigate and critically appraise different forms of organisational behaviour in different hospitality organisational settings.
b) Describe and critically evaluate the nature of performance measures appropriate for the hospitality industry and identify their relationship with setting objectives.
c) Discuss and appraise the relationship between an organisation's culture, its leadership, and its employees and develop strategies for managing productivity.
d) Demonstrate the transfer and application of theoretical constructs to the concept of organisational culture and the application of the concept to different hospitality organisations.
e) Identify and evaluate the different approaches to the role of the leader as decision-maker and influencer.
f) Critically evaluate and apply appropriate team building techniques in the modern hospitality organization.

BBHM306 Managing Food and Beverage Operations
Pre-requisite Subjects: BBHM102, BBHM205

Purpose of Subject:

This subject will enable the student to develop an understanding of the management and control of the complexity of food and beverage operations in a variety of organisational settings.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Identify the range of food production and service systems used by the hospitality industry and evaluate their appropriateness for different food and beverage service settings.
b) Identify and evaluate the internal and external factors that impact on the planning, management and control of food and beverage service operations.
c) Demonstrate and reflect on the professional skills and knowledge required of practitioners in the providing food and beverage service to the satisfaction of guests.
d) Evaluate and apply the key resources of a food and beverage operations to include simple business calculations e.g. material costs, labour costs, selling price and unit costings.
e) Identify and reflect on the importance of team working in effective food and beverage management.
f) Recognise and understand the range of legislation which impacts on food and beverage management.
g) Identify and consider the current trends that influence the food and beverage management.

BBHM307 Managing Rooms Division Operations
Pre-requisite Subjects: BBHM104, BBHM203, BBHM205

Purpose of Subject:

This subject will enable the student to develop an understanding of the role and characteristics of the management of rooms division within hotel and hospitality operations.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Identify and evaluate current and future trends in accommodation offerings and evaluate their influence on Rooms Division.
b) Critically evaluate the importance and significance of Rooms Division in relation to the successful operation of a hotel.
c) Identify Rooms Division key resources and functional activities and can evaluate performances, measurements and calculations associated with them.
d) Critically evaluate the importance of sustainability in Rooms Division.
e) Investigate a range of policies and legislation impacting on hotel and rooms division operations.
f) Identify and evaluate the importance of security and the various security systems and procedures applied in Rooms Division.

BBHM308 Sustainable Hospitality Environments
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to develop an understanding of the concept of ‘sustainability’ in international hospitality environments and the implications for both hospitality businesses and the hospitality consumer.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Recognise and evaluate the concept of ‘sustainability’ and identify the main characteristics of sustainability that impact on international hospitality business.
b) Analyse the impact of the concept of sustainability on current and future hospitality products and services.
c) Investigate and discuss issues that relate to sustainable hospitality environments and the impact of consumers on those environments.
d) Analyse how sustainable hospitality can be measured and promoted.
e) Evaluate the use of sustainability as a marketing tool and analyse the benefits and potential problems.
f) Investigate new sustainability models and postulate on how these models will influence consumers attitude to current and future operations.

ELECTIVES:

BBHM207 e-Marketing and Distribution
Pre-requisite Subjects: BBHM106

Purpose of Subject:

This subject will enable the student to develop an understanding of the development, management and importance of e-marketing and distribution by hospitality businesses. The learner will be introduced to the principles and practice of using the internet as a key marketing and distribution channel including the use of social media.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Develop an understanding of the importance of internet marketing for hospitality businesses and assess the advantages and disadvantages of internet marketing across a range organisations.
b) Examine how the internet works as distribution channel and evaluate its impact on hospitality businesses.
c) Evaluate importance of the hospitality business having an internet presence as part of integrated marketing strategy.
d) Examine the rise of online consumer purchase behaviour and evaluate how this affects hospitality businesses including the use of referral and intermediary sites such as Trip Advisor and Expedia.
e) Utilise Internet tools and demonstrate their main uses for hospitality businesses.
f) Recognise and consider how social media could be used as a marketing and distribution tool for a hospitality business.

BBHM303 Customer Relationship Management
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to understand the concept of customer relationship management and to apply an appropriate range of techniques that assist hospitality and related organisations in managing efficient and effective relationships with customers.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to demonstrate the following key knowledge and skills:
a) Identify and evaluate the significance of Customer Relationship Management strategies and systems in the context of overall hospitality business strategies and the relationship of the individual to the overall strategy of the organisation.
b) Demonstrate a critical understanding of and be able to apply direct marketing theory to varying hospitality and related contexts.
c) Explore and investigate how to plan, critically evaluate and implement CRM Projects.
d) Analyse the nature of the customer life cycle and customer journeys in the hospitality context.
e) Identify and analyse CRM organisational issues and review strategies for implementation.
f) Develop a critical understanding of the role of CRM in delivering customer value and learn how to apply practical customer relationship knowledge to a hospitality organisation.

BBHM304 The Changing Economic Environment
Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to develop an understanding of the nature of the increasingly turbulent and changing economic environment. This will include understanding the nature of competitive markets and the micro and macroeconomic interrelationships within the global economy and the impact and implications for the hospitality industry.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Demonstrate a critical understanding of economic concepts, relationships and economic policy and the impacts and implications for the hospitality industry.
b) Recognise and appraise the significance of different types of markets and how those markets are influenced by economic change.
c) Investigate and explore the concept and role of competition and profitability in the hospitality context.
d) Demonstrate a critical understanding of the application micro and macroeconomics and how these concepts relate to the hospitality sector.
e) Critically understand and evaluate the workings of an advanced global mixed economy and the implications for the global hospitality industry.

BBHM305 Managing Business Information
Pre-requisite Subjects: BBHM208

Purpose of Subject:

This subject will enable the student to develop an understanding of the role and characteristics of business information and how it is used in the management and strategic development of hospitality organisations.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Recognise and understand how business information systems are developed and how various development methodologies and approaches may be adopted for this purpose.
b) Critically review and evaluate the role of technology in managing information within a hospitality business.
c) Investigate and evaluate the use of technology in improving customer service.
d) Critically evaluate and review the information generated by a management information system in an appropriate context.
e) Understand and appraise the role of technology in managing information systems in line with hospitality business strategy.

BIHM402  Managing International Guests Expectations
Pre-requisite Subjects: None

Purpose of Subject:
This subject will enable the student to develop an understanding of the social, cultural, ethical, and technological influences and models of consumer behaviour that are forming the service and product expectations of increasingly demanding international hotel guests. Attention will be given to the implications of global communications in changing consumer behaviour and expectations. 

Intended Learning Outcomes: 
At the conclusion of this subject the student should be able to: 
a) Evaluate the social, technological, ethical and cultural influences that impact on hotel guest expectations and consumer behaviour. 
b) Analyse how guest expectations are changing with the impact of international travel, modern communication trends and the availability of hospitality products. 
c) Investigate and discuss issues relating to guest expectations, consumer power and the growth of quality expectations and perceptions within a growing international competitive hotel and related market;
d) Analyse how international hotel organisations manage the various styles of operation in relation to meeting international guest expectations
e) Evaluate contemporary hospitality related consumption and consumer behaviour and the implications for changing guest expectations in the context of international hotels and cuisine
f) Investigate new consumer behaviour models, including the characteristics of Internet consumers, and the role of internet in shaping hotel guest expectations.

BIHM406 International Wine
Pre-requisite Subjects: BBHM202

Purpose of Subject:

This subject will equip the student with wine knowledge to discuss international wines with industry colleagues and customers, make recommendations for the inclusion of selected wine on wine lists and make recommendations to customers based on their stated preference.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Evaluate and discuss the nature of the international wine markets by region of origin including the types of wines produced and domestic and export consumption patterns.
b) Identify and discuss the major wine style produced and grape varieties used in French appellations.
c) Identify and discuss the major German, Italian and Spanish wines styles and grape varieties.
d) Identify and discuss the major South African, Argentinean, Chilean and American wine styles and grape varieties.
e) Evaluate and make recommendations on food and wine combinations.

BIHM410 Gastronomy: The Art, Culture & Science of Food & Beverages
Pre-requisite Subjects: BBHM201, BBHM202

Purpose of Subject:

This subject will enable the student to develop an understanding and a historical perspective of the principles of gastronomy, together with an appreciation of how such principles can be applied to contemporary hospitality by recognising that food culture and life styles have a significant effect on consumers eating patterns. The exploration of food and wines from various regional and international cuisines’, together with sensory evaluation of wines and foods will provide the basis for continued study.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Evaluate the history and the current and emerging trends and opportunities for Gastronomy in the development of modern international cuisine. 
b) Understand and apply food sensory evaluation techniques to recognize and discriminate between different food and drink qualities.
c) Review and analyse contemporary cuisines distinguishing the differences in terms of taste and means of production.
d) Evaluate the role of food in determining national cultures and identities.
e) Evaluate and discuss the principles of combination in menu composition and design in relation to foods, dishes, commodities and beverages.
f) Critically evaluate a range of dining experiences based on the principles of gastronomy.

BIHM412 Event Management

Pre-requisite Subjects: None

Purpose of Subject:

This subject will enable the student to develop an understanding of the events management industry, its role within the hospitality sector and its source of revenue for international hotels.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Develop a critical understanding of the skills and knowledge related to individual components of functions and events.
b) Evaluate the impact of industry trends and practices in the international functions and events industry on the management of international hotel operations.
c) Analyse and prepare a business plan for an event, identifying potential areas of involvement/revenue for an international hotel.
d) Develop strategies and techniques for evaluating the legal aspects and risk.
e) Research and analyse the way in which facilities, human resources and services are managed during the delivery of an event.
f) Critically review and analyse the performance of a function or event.

BBHM311 – Industry Placement 3
Pre-requisite Subjects: Subject to course progression

Purpose of Industry Placement:

This subject will enable the student to apply and integrate theory with the practice of work so they may develop their knowledge, skills and professional networks through lived experience in a professional workplace setting. This workplace setting may include an international hotel, hotel, tourism or other hospitality related environment approved by ICHM.

Intended Learning Outcomes:
At the conclusion of this subject the student should be able to:
a) Demonstrate and reflect on the application of their knowledge and skills in a professional hospitality related workplace setting making connections between theoretical and practical application.
a) Work together with a diverse range of stakeholders and demonstrate a commitment to achieving shared work outcomes.
c) Demonstrate a range of relevant and appropriate hospitality workplace behaviours and communication strategies.
d) Reflect on and evaluate their own professional practice, growth and readiness for employability within the hospitality profession in alignment with the ICHM Graduate Qualities.