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Advanced Diploma in Hotel and Tourism Management

1. Strategic Hospitality & Tourism Management (SHTM)

Understand the concept of strategic management as applied to the service and

hospitality industry. Be able to describe the coalignment model and its application to

the hospitality industry. Appreciate that strategic management is a way of thinking,

not a process to performed annually and then forgotten for a year. Understand

the supply-and-demand and technology relationships that exist in the service industry

and how they affect strategy. Understand the unique elements, especially quality and

value, of the service industry and how they affect strategy making.


Develop an appreciation of forces driving change in the hospitality and tourism

industry and what impact they will have on the manager of the future. Understand the

importance of leadership to the strategic management process.


2. Principles & Practices of Revenue Management (PPRM)

This module - Principles & Practices of Revenue Management (or Yield Management) aims to provide the skills to make smart, strategic decisions about revenue, yield and cost in food and beverage management. Yield management is an increasingly vital function and involves a coordinated effort across the organisation. Food and beverage operations can increase revenue through balancing demand, reservation scheduling and pricing strategies. The module focuses primarily on pricing, advertising and revenue forecasting as the prime decisions. Market and rate strategies are analysed through case studies.


3. Expositions, Events & Conventions Management (EECM)

Expositions, Events and conventions management play an essential role in the business, cultural and sporting life of all countries. Events and conventions or conferences have been a new profession which has emerged with conference/events planners and managers organizing a diverse range of events, and marketing the great variety of destinations and venues in which they take place.

This module is specifically designed for adult learners and students who want to make further progression in management careers in the fast-expanding field of events and conferences or hospitality and tourism management. Singapore is an ideal place in which to study events and conference management. A regular host of world class sports and culture events such FORMULA 1 GRAND PRIX and the inaugural Youth Olympic Games and the 2010 would see the much awaited opening of both the Marina Bay Sands and Resorts World Sentosa

With several hundred conference venues and an abundance of international business and leisure events, Singapore is one of the world leaders in this dynamic industry.


4. Current Trends in Food & Beverage Industry (CTFBI)

This module provides an overview of the hospitality and tourism industry, its growth and development, industry segments and their distinguishing characteristics, trends and current concerns. Students are introduced to career opportunities and the employability skills needed to succeed in specific hospitality fields. This module with outline the structures and management systems within a variety of food and beverage operations; it will also develop and discuss current trends in the different sectors of the food and beverage business.


5. Marketing for Hotel & Tourism Industry (MHTI)

On completion of this module students will be able to:

  • Develop awareness of aspects of planning and design and layout of the kitchen and restaurant.

  • Identify and analyse the role of ergonomics and interior design in planning and designing a restaurant.

  • Discuss the role of food in history and culture.

  • Assess the determinants of pleasure in eating and drinking.

  • Discuss food and drink as social, political and economic phenomena.

  • Use the Gastronomic principles to enhance food and drink provision.

  • Explain the relationship between customer preferences and expectations and the ability to provide for them.


6. The Tourism Industry & Products (TTIP)

This module provides students with an overview of the Travel & Tourism Management Industry. This includes the Tourism Scope, Policy and Asian Development. There are also many coverage for Tourism & Hospitality Terminology. Students will be introduced more in-depth or extensively some of the Tourism Products and Services which includes Tourism Operations and the Sustainable Tourism Development with Special Interest Tourism.



7. Organizational Behaviour (OB)

Learning outcomes

On successful completion of this unit a learner would:

1 Understand the relationship between organisational structure and culture

2 Understand different approaches to management and leadership

3 Understand ways of using motivational theories in organisations

4 Understand mechanisms for developing effective teamwork in organisations.


8: Marketing Principles

On successful completion of this unit a learner would:

1 Understand the concept and process of marketing

2 Be able to use the concepts of segmentation, targeting and positioning

3 Understand the individual elements of the marketing mix

4 Be able to use the marketing mix in different contexts.


9: Business Decision Making

On successful completion of this unit a learner would:

1 Be able to use a variety of sources for the collection of data, both primary and secondary

2 Understand a range of techniques to analyse data effectively for business objectives and purposes

3 Be able to produce information in appropriate formats for decision making in an organisational context

4 Be able to use software-generated information to make decisions in an organisation.

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