Year 2

Core Subjects:

BBHM106 Marketing and Sales for Hospitality Businesses

Pre-requisite Subjects:

None

Purpose of Subject:

This subject will enable the student to develop an analytical approach to the formulation and implementation of sales and marketing for a hospitality business. It will enable students to develop knowledge and understanding of the theories and concepts of sales and marketing and their practical application to functional areas in industry.

Intended Learning Outcomes:

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

a) Outline the role of sales and marketing in the hospitality and tourism industries.
b) Demonstrate an understanding of concepts and theories of sales and marketing.
c) Explain the importance of the customer in sales and marketing.
d) Demonstrate an understanding of what is required for sales and marketing to be effective.
e) Apply the marketing mix principles within the sales and marketing planning process for hospitality businesses.

 

BBHM203 Supervising International Hotel Front Office Operations

Pre-requisite Subjects: 

None

Purpose of Subject:

Front office and its departments are pivotal and highly visible in setting the scene for the very first guest service experience and continue to be central in the delivery of the overall hotel experience for a guest. This subject will enable the student to demonstrate the knowledge and competencies required in the delivery, operation and supervision of Front Office service standards in relation to delivering to guest expectations including reservations, front office/reception and executive club/lounge. Students will examine the operational characteristics of these service points. In doing so, they will analyse both the product and service in relation to the setting and maintenance of appropriate product and service standards and develop an appreciation of their associated costs.

Intended Learning Outcomes:

a) Describe the nature of the hotel front office product and its departments relating to operations, supervision and the notion of the guest experience and examine the dynamics of internal and external organisational influences.
b) Identify intangible and tangible elements of the rooms division product in connection to front office and its departments and, understand the relationships in delivering to guest expectations.
c) Recognise the need to develop, implement and maintain appropriate service standards within all front office departments to ensure consistency of the guest experience.
d) Understand, describe and apply technical competencies in providing and supervising professional hotel front office standards for the delivery of guest services and, understand associated costs including staffing.
e) Evaluate front office and its departments such as reservations, reception/front office, executive club/lounge and concierge service standards for a variety of operational contexts.


BBHM205 Human Resource Management

Pre-requisite Subjects: 

None

Purpose of Subject:

This subject will enable the student to develop an understanding of the knowledge and skills required by human resource managers in the hospitality industry. The learner will be introduced to the key principles involved in the recruitment and selection of human resources and how those resources should be developed for the benefit of the individual and the effectiveness and efficiency of the organisation.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Identify, analyse and evaluate the key principles involved in the management of and motivation of the human resource assets of the hospitality business.
b) Evaluate the role of human resources in determining and facilitating the employer - employee relationship and the importance of ensuring an appropriate fit of the employee within the organisational culture.
c) Analyse and understand the employer’s responsibility in terms of human resource legislation.
d) Identify and evaluate the principles of recruitment, selection, training and retention of individuals for hospitality businesses.
e) Analyse the key international human resource issues that may impact on the development of the hospitality business.


BBHM206 Property, Safety and Security Management

Pre-requisite Subjects: 

None

Purpose of Subject:

This subject will enable the student to develop an understanding of the role and importance in the successful management of facilities within the context of the hospitality business. The learner will be introduced to the range of operational characteristics required in the management of facilities including understanding the complexities and interrelationships within facilities management, safety and security and other areas of the hospitality business. The learner will develop an understanding for the management of safety and security.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Identify, analyse and evaluate the nature of hospitality facilities and the complexities and interrelationships between those facilities.
b) Evaluate the contribution of facilities management in generating revenue for hospitality businesses.
c) Analyse the importance of planning and yield management in improving performance and productivity of the facilities.
d) Identify and evaluate the importance of the form and function of design on hospitality facilities
e) Identify the role and contribution of property and asset management and the relationship with the hospitality operation.
f) Analyse the key strategic development in facilities management including the role of outsourcing and the changing nature of ownership.
g) Research and analyse current international developments in the management of safety and security in hospitality businesses.


BBHM209 Measuring Business Financial Performance

Pre-requisite Subjects: 

BBHM107

Purpose of Subject:

This subject will enable the student to develop an understanding of the management of business performance from both a financial and an operational position. The learner will develop a range of skills including the use of computer accounting systems to critically analyse and forecast business performance and will be able to recognise the key performance indicators that impact on the effective and efficient management of the hospitality business.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Recognise and interpret business financial statements and key operational performance (including non - financial) measures and understand the relevance in the management of the hospitality operation.
b) Identify appropriate control mechanisms for the monitoring of financial performance against predetermined budgets.
c) Demonstrate the setting of forecasts (flexible budgets) and operational budgets within hospitality businesses.
d) Develop an understanding of the behavioural aspects and impacts of budget setting and operational performance measures.

Electives:

BBHM201 Supervising Culinary Operations

Pre-requisite Subjects:

BBHM105

Purpose of Subject:

This subject will enable the student to develop a professional and technical foundation in the skills required to be an effective supervisor and manager of a culinary food service operation. This will include the development of their own professional skills and knowledge of international cuisines, and the ability to critically asses the quality, efficiency and effectiveness of culinary standards, production and operations.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Understand and correctly apply the appropriate food preparation techniques for a variety of international cuisines.
b) Apply and discuss the importance of menu planning and composition to meet a variety of customer needs recognising the social, cultural and dietary influences and requirements.
c) Understand and apply relevant legislation to include food, health and safety and hygiene.
d) Understand and recognise the appropriate food service standards and quality benchmarks in relation to food production and presentation in a variety of appropriate contexts.
e) Understand the role of the supervisor in the development and supervision of teams in large kitchens to ensure the preparation and delivery of a quality food product.

 

BBHM202 Professional Wine Studies

Pre-requisite Subjects: 

None

Purpose of Subject:

This subject will enable the student to develop a sound wine knowledge to make recommendations for the inclusion of appropriate wine on wine lists and to make recommendations to customers based on their stated preference and menu selection. It will also enable the student to discuss international wines with industry colleagues.

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 discuss the basic characteristics and production methods of a range of generic and varietal, sweet and dry white wine styles, and red wine styles
b) Identify and discuss the fortified and sparkling wine making processes, the basic characteristics and major styles produced.
c) Evaluate how climate and  location affect the growing and maturation of grapes, identifying some of the major wine regions of the world and their characteristic wines.
d) Evaluate the suitability of wine types with a range of menu items 
e) Identify correct storage, cellaring and service techniques for wine as well as common wine quality problems and how they can be rectified
f) Analyse restaurant wine lists and identify successful marketing and selling techniques

 

BBHM204 Creating the Guest Experience

Pre-requisite Subjects: 

None

Purpose of Subject:

This subject will enable the student to demonstrate the range of professional skills, product knowledge and selling techniques that contribute to the creation of the guest experience and examine these within the cocktail and or lounge bar setting of international hotels. It also presents the opportunity for the student to identify and analyses those factors that contribute to creating the guest experience.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Identify the functions of the cocktail/lounge bar within the hotel environment and identify the range of guest services provided.
b) Identify the contribution of design, environment and service to the creation and delivery of the guest experience.
c) Evaluate cost and revenue factors in the delivery of the guest experience within the cocktail/lounge bar environment.
d) Demonstrate a range of professional skills and product knowledge in creating sales product that is themed with the cocktail/lounge bar environment and creating sales product which satisfies guest requirements.
e) Research how the cocktail/lounge bar experience is promoted internally and externally by a range of hotels.

 

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.

 

BBHM208 Hospitality Operational Planning and Control

Pre-requisite Subjects:

BBHM108

Purpose of Subject:

This subject will enable the student to develop an understanding of the importance and complexity of planning and control of hospitality operations. The learner will be introduced to a range of tools and techniques to support operational planning and better informing management decision processes.

Intended Learning Outcomes:

At the conclusion of this subject the student should be able to:
a) Develop an understanding of software packages available for management in planning and controlling hospitality operations.
b) Examine how systems theory is a relevant management tool in analysing operations and the relationship between cause and effect when determining management decisions.
c) Evaluate the importance and relevance of appropriate Project Management tools for planning projects and managing strategic decisions.
d) Examine the range of control mechanisms that provide appropriate data to better inform the management decision process.

 

BBHM211 Work Integrated Learning (WIL) Placement 2

Pre-requisite Subjects:

Subject to course progression

Purpose of Subject:

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.
b) 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.