COURSE STRUCTURE &

DETAILED SYLLABUS

2-Year MBA (Tourism & Hospitality) Program

(Through Jawaharlal Nehru Technological University)

Proposed Revision: August 2008-2010 Batch onwards

July 2008

NATIONAL INSTITUTE OF TOURISM &

HOSPITALITY MANAGEMENT

Telecomnagar; Gachibowli; Hyderabad-500 032 (AP)Telefax: 040-23000471 // Ph:040-23000472/473

www.nithm.ac.in // E-mail: dir_nithm@yahoo.co.in

NITHMMBA (TOURISM & HOSPITALITY) PROGRAM

ACADEMIC MODULES

Semester IM08 101 Principles and Practices of Management 100M08 102 Principles and Practices of Tourism 100M08 103 Principles and Practices of Hospitality 100M08 104 Cultural Heritage of India 100M08 105 Marketing for Tourism & Hospitality 100M08 106 Human Resources Management 100M08 107 ICT for Tourism and Hospitality 100M08 108 Finance & Accounting 100M08 109 Business Communication & Soft Skills (Internal) 100 900Semester IIM08 201 Tourism Product Management 100M08 202 Travel Agency & Tour Operations Management 100M08 203 Airport Management 100M08 204 Rooms Divisions Management 100M08 205 Food & Beverage Management 100M08 206 Customer Relationship Management 100M08 207 Managerial Economics 100M08 208 Research Methodology for Tourism & Hospitality 100M08 209 Language – French/German/Spanish Level I

(Internal)100 900

Semester IIIM08 301 Strategic Management 100M08 302 Entrepreneurship 100M08 303 Revenue Management for Tourism & Hospitality 100M08 304 Destination Management 100M08 305 Management of Events 100M08 306 Facilities Management 100M08 307 Contemporary Tourism Management 100M08 308 Asset & Risk Management for Hotels 100M08 309 Language – French/German/Spanish Level II

(Internal)100 900

Semester IV (Choose any Two from 401-405) 406 is compulsoryM08 401 Retail Management 100M08 402 Resort Management 100M08 403 Cruise Management 100M08 404 Recreation & Adventure Tourism 100M08 405 Eco-Tourism 100 200M08 406 Dissertation (Project Work) Grade

A/B/C/D2900

MBA M08 101 PRINCIPLES AND PRACTICES OF MANAGEMENT

OBJECTIVES:

To understand the important concepts To know the core areas To be able to use them well

CONTENTS:

Unit: I Management : Definition - Scope of Management - Characteristics of Management Importance of Management - Managerial skills – Effectiveness and Efficiency-Managing Resources – Management is Science or Art - Management as Profession, Social Responsibility of Management – Evolution of Management Thought - Managerial functions – Indian ethos in management .

Unit: II Planning, Coordination and Communication: Features of planning – Steps in the planning process – Principles of Planning – Benefits of planning – Effective planning - Forms of planning – Need of coordination – Coordination process – Importance of communication- The process of communication Formal Vs. Non formal communication – Barriers to communication .Objectives -MBO - Forecasting - Decision making – Characteristics of decision making – Types of decisions

.Unit : III Importance of Human Resource Management - Meaning, Nature and Scope,

Functions and Role of HR Manager – Advisory and service function to other department -HRM function planning - objectives and policies, Organizing the HRM Dept. Job Analysis, Job description, Job specification, Recruitment, Selection, Placement and Induction and socialization, Training & Development – Types and method, Job change Career Planning, promotion, Demotion, Transfer, Separations.

Unit: IV Leadership: Importance of leadership – Qualities of good leader – Leadership styles – Leadership styles in Indian Organizations - Theories of leadership

Unit: V Motivation and Conflict Management: Features of motivation – importance of motivation- Theories of motivation - Conflict Management and Job Stress: Introduction – competition vs. conflict – types of conflict – conflict management – job stress – sources of stress - management of stress

Unit: VI Quality Management: Concept – types – agencies – relevance in the industry

Unit: VII ISO and Total Quality Management Standards – Characteristics – Approaches – Documentation – Quality Audit – Quality System Management for Service Organizations.

Unit: VIII Case Studies

REFERENCE BOOKS: 1. Stoner and Freeman: Management (Prentice Hall)2. Terry and Franklin: Principles of Management (AITBS)3. Micrael A Hitt, et al, Management, 2nd edition, person International Edn;4. Harold Koowtz, Essential of Management, 5th Edn;5. Philip Kotler, Marketing Principles6. Fred Luthans, International Management; Culture, strategy and behavior7. Stoner and Freeman: Management (Prentice Hall)

MBA M08 102 PRINCIPLES AND PRACTICES OF TOURISM

OBJECTIVES:

To appreciate the importance of tourism as an industry To realize its potentials as against the achieved in the national context To understand the various elements of tourism management To evaluate the role of various tourism organizations To identify the methods to improve tourism

CONTENTS:

Unit: I Meaning, nature and scope of tourism – definitions, components of tourism – infrastructure and superstructure - Tourism system – types and forms of tourism, tourist typology- tourism as an industry (service industry ).

Unit: II History of Travel and Tourism – Development of tourism in the world and India.

Unit: III Impacts of tourism - socio, economic, environmental and technological impacts on tourism- impact analysis -Travel motivations- Motivation Theories (Plog and Maslow) - Tourism imperatives – Employment generation – Demand – Supply gaps

Unit: IV Tourism Demand: determinants and stimulants- supply patterns and characteristics – measurement of tourism demand.

Unit: V Tourism Statistics: Need for Tourism Statistics - Types – Sources – Importance.

Unit: VI Tourism policy – formulation strategy – planning for tourism - Tourism Planning and Tourism policies of India in force.

Unit: VII Tourism organizations – International, National and Regional Organizations- Government and Private organization.

Unit: VIII Activities – Field Trips and Case Studies.

REFERENCE BOOKS:

1. Cooper, Fletcher etal: Tourism Principles and Practices (Pitman) (2nd Edn) Prentice Hall, Singapore, 1998

2. Geoldner R. C. & Ritchu BJR: Tourism Principles, Practices, Philosophies- (9th Edn.): John Wiley & Sons, New Jersy, 2003.

3. Jagmohan Negi: Tourism and Travel – Concepts and Principles (S. Chand &Co.,)

4. Kushan K. Kumar: Basics of Tourism, Theory , Operation and Practices- Kanishka Publication, New Delhi, 2002

5. David Weaver, Laura Lauton : Tourism Management (3rd Edn), Jhon Weily & Sons, Singapore, 2006

6. Jafari Jafar: Encyclopedia of Tourism – Routledge, Newyork, 2000.

MBA M08 103PRINCIPLES AND PRACTICES OF HOSPITALITY

OBJECTIVES:

To know about kinds of accommodation and their salient featuresTo diagnose the major trends, problems and possible solutionsTo learn to establish and to operate a hospitality business

CONTENTS:

Unit: I Introduction – Characteristics –The focus on Service – Careers - Hospitality Industry – Nature, Scope and essentials – Components of Hospitality Industry.

Unit: II Hotel management – Classification, categorization, and registration & approval – Organization & staffing – Computerization – Handling emergencies.

Unit: III Hotel Development: Forms of ownership – Hotel Integrating – International Perspective – Trends - Relevant laws – International Hotel Contracts & Agreements

Unit: IV Types of Accommodation and their groupings – Activities in Accommodation Management: Front office and / Housekeeping.

Unit: V An overview of the different types of catering establishments. Bar and Restaurant Management and supporting services – Service equipment.

Unit: VI Managerial issues: Trends – Problems – Success factors – Study of the working of selected Hotels / Motels / Restaurants etc.

Unit: VII Global issues & hospitality – Economic climate – Socioeconomic trends and demographics – Psychological motives – Technological innovations – Political forces – Marketing – Factors influencing growth.

Unit: VIII International Hotel Management : Globalization – Emergence of International Hotels – Understanding Cultural Diversity.

REFERENCE BOOKS:

1. Gray & Ligouri: Hotel and Motel Management and Operations (Prentice Hall)2. Andrews Sudhir: Food & Beverage Service Training Management (Tata McGraw Hill)3. Andrews Sudhir: Front Office Training Manual (Tata McGraw Hill)4. Jagmohan Negi: Hotel Management (S.Chand)5. Kye-Sung Chon & Raymond T Sparrowe: Welcome to Hospitality. An Introduction (Delmar)6. Andrews Sudhir: House Keeping Training Manual (Tata McGraw Hill)7. John R Walker: Introduction to Hospitality Management (Pearson)8. Tom Powers & Clayton W. Barrous: Introduction to Hospitality Industry (Wiley)9. Chuck Y Gee : International Hotel Management – (AHLS –EI)

MBA M08 104 CULTURAL HERITAGE OF INDIA

OBJECTIVES:

To understand the links between History, Culture & Heritage To Know the salient features of Cultural Heritage To appreciate the co-existence of cultures

CONTENTS:

Unit: I Definitions to History, Culture and Heritage (Tangible and Intangible) - Brief outlines of Indian History till recent times – Evolution of Indian Culture and Heritage – Salient Features of Indian Culture.

Unit: II Religions and Philosophies of Indian and non-Indian origin – Basic features of Brahmanism, Buddhism, Jainism, Islam, Sikhism and Christianity – The concept of Pilgrimage and Pilgrimage centres in India.

Unit: III Facets of Indian Culture: Language and Literature – Dress and Ornaments – Food (Cuisine) and health (Medical Systems), Fairs and Festivals in historical and regional Context.

Unit: IV Performing Arts and Handicrafts of India: Music and Dance forms (Folk, Classical and Tribal) – Bharatanatyam, Kuchipudi, Kathakali, Kathak, Odissi and Manipuri styles and Martial Arts – Regional variations - The Story of Indian painting (Prehistoric to modern) – Sculpture: Terracotta, Stone, Ivory, Wood and Metal – Textiles and Costumes.

Unit: V Outlines of Indian Architecture: Religious Architecture – Buddhist – Jain and Brahmanical (Caves and Temples) – Islamic Structures – Gurudwaras and Churches : Defense and secular Architecture, Forts and Palaces – Indo European buildings in India.

Unit: VI Tribal Heritage of India – Geographical spread – Identity – Society – Economy religion and culture.

Unit: VII Need for conservation of Cultural Heritage – UNESCO initiatives and the Burra Charter – Policy issues in culture – The Indian Context.

Unit: VIII Field visits to Archaeological sites, Historical Monuments and Museums (Local/Regional / National) and Case studies.

REFERENCE BOOKS:

1. A.L. Basham, The Wonder that was India (Rupa)2. Lonely Planet, India3. Foot print, India4. Gazeteer of India, (Vol. II) Cultural Heritage of India.5. Luniya: Life and culture in Ancient India6. S.P. Gupta: Cultural Tourism in India7. Monoj Dikshit: Charu Sheela, Tourism Products (New Royal Book Co.,) 8. S. Huntington: Art of Ancient India

MBA M08 105MARKETING FOR TOURISM & HOSPITALITY

OBJECTIVES:

To know the various facets of marketing To understand their linkages To appreciate the techniques in use To know the distinct characteristics of services sectoral marketing

CONTENTS:

Unit: I Introducing Marketing for Hospitality and Tourism: Relationship between hospitality and travel industry; Marketing : Role - Core concepts; Relationship between customer value, satisfaction, and quality; Customer relationships/ orientation – Service culture/characteristics; Management strategies: Stakeholders, processes, resources, and organization - Corporate strategic planning: mission, goals and objectives – business portfolios and growth strategies – business strategy planning process.

Unit: II Marketing Environment, Marketing Information System and Research: Micro-environment: company, suppliers, marketing intermediaries, customers, and public; Macro-environmental forces: demographic, economic, natural, technological, Political and cultural environments; responding to environmental trends – Marketing information system; Kinds of information; Marketing research process.

Unit: III Markets and Buying Behaviors: Market Segmentation, Targeting and Positioning: Stimulus–response model; Characteristics affecting consumer behavior: cultural, social, personal, and psychological factors; Buyer decision process; Organizational buying process/Participants; Influences on organizational buyers/Eight stages of the organizational buying process; Group markets in the hospitality and tourism industry; Market segmentation: consumer, business and international markets; Effective segmentation: Positioning : Positioning strategy.

Unit: IV Defining Effective Products, Organization and Customers: Product: product design; Branding; New product development; Product life cycle; Internal marketing; Service culture; Non-routine transactions; Customer value, satisfaction and loyalty; Relationship marketing; Resolving complaints; Quality, Capacity and Demand management tactics.

Unit: V Product Pricing and Distribution: Pricing decisions: Internal and External Factors; Approaches – Pricing strategies: for New/Existing products; Price changes; Distribution channels: Types - Internet as a distribution channel; channel behavior and organization; Channel management decisions; Choice of a business location.

Unit: VI Promoting Products: Communication and Public Relations-I: Effective communication; Promotional budgets; Promotional Tools; Promotion-mix factors; Major decisions in advertising – Public relations activities: press relations, product publicity, corporate communications, lobbying, and counseling; Public relations: process/PR tools; Crisis management – Consumer promotion tools.

Unit: VII Promoting Products: Communication and Public Relations-II: Internet marketing, database marketing and direct marketing – marketing potential of a website – effective database – e-mail marketing – direct marketing campaigns – Personal selling – Destination Marketing – Marketing Plan.

Unit: VIII Case studies.

REFERENCE BOOKS:

1. Philip Kotler, John Bowen, and James Makens, Marketing for Hospitality and Tourism, (Prentice Hall)2. Alastair M. Morrison, Hospitality and Travel Marketing, (Delmar Thomson Learning)3. Stephen F. Witt and Luiz Moutinho (Eds.) Tourism Marketing and Management Handbook (Prentice Hall)4. Rajendra Nargundkar, Marketing Research: Text and Cases (Tata McGraw-Hill)

MBA M08 106HUMAN RESOURCES MANAGEMENT

Objectives: Provide basic knowledge of functional are of Human Resource Management. This will be the prerequisite for enabling students to take any electives offered in third and fourth semesters any subject on HRM stream.

Unit I. Introduction to HRM, Objectives of HRM, HR activities, Challenges of HRM. HR Planning: Strategic and Human Resource Planning, The HR Planning process, HR Information systems, Assessment of HR requirements, HR Functions and Policies.

Unit II. Job Analysis and Design: Uses of Job analysis, methods of data collection, Job Description and Specifications. Job design, Job redesign, Job Rotation, Job enlargement, Job enrichment.

Unit III. Recruitment and Selection: The Recruitment Process, Methods of recruiting, realistic job preview, developing and using Application Blanks, Challenges of recruiting. The selection process, type of tests, basic features of interviews, types of interviews, interview errors and bias, designing and conducting the effective interview, Co-operative counseling, reference and background verification, medical evaluation, Technical, HR interview, Job offer, Induction and Placement.

Unit IV. Training and Development: Introduction to training, The training process, training methods, Management development – individual, group, organizational techniques, evaluation of training and development.

Unit V. Appraising and Managing Performance: The appraisal process, methods, and potential problems in performance evaluations. The appraisal interview, the feedback interview. The role of appraisal in managing performance. Career Planning and Development.

Unit VI. Compensation: Objectives, Influences on compensation, Compensation and motivation, job evaluation system – simple ranking, job grading, point systems, and factor–comparison system, Human relations effects of Job evaluation, compensation for special groups.

Unit VII. Integration: Quality of work life, Quality circles, Industrial Relations, Industrial Disputes and causes, remedial measures, Collective Bargaining. The management of conflict: Sources of grievances, the grievance procedure, Guidelines for handling grievances.

Unit VIII. Maintenance of HR: Benefits and services, security, safety, health and welfare services. Separation, Corporate social responsibility, Global HRM.

REFERENCES:

Edwin B.Flippo, Personnel Management, McGraw Hill.. Gary Dessler, Human Resource Management, 10/e, Prentice Hall India, 2007 Scott Snell & George Bohlander, Human Resource Management, Thomson

Publications,2007. John M. Ivancevich, Human Resource Management, 9/e, Tata McGraw- Hill, 2007. K.Aswathappa, Human Resource and Personnel Management, Tata McGraw Hill, 2007 R.Wayne Mondy & Robert M.Noe, Human Resource Management, Pearson Education, 2006 Robert L.Mathis and John H.Jackson, Human Resource Management, Thomson, 2007. C.B.Memoria and S.V.Gankar, Personnel Management: Text and Cases, Himalaya

Publishers, Bombay, 2007. Biswajeet Pattanayak, Human Resource Management, Prentice Hall India, 3/e,2005.

MBA M08 107ICT FOR TOURISM & HOSPITALITY

Objectives: Acquire working knowledge of Information Technology for present and Future

needs of Tourism and Hospitality Sector. Enhance knowledge of worldwide web applications and its multiple usage on a

common platform. Possess knowledge on latest electronic gadgets in vogue reflecting the

Lifestyles

Unit: 1 E business and E commerce–Introduction and understanding the concepts - Usage and Application to Tourism and Hospitality Sector–Online shopping experience with E transactions and Risks–Product Promotions-Concepts & Emergence of E Procurement in Inventory and Purchasing.

Unit: 2 Hardware – Type of Computers in usage with Configurations and Profiles – Types of Networking with pros and cons – Types of Printers/Storage Devices/Multi Media – Latest gadgets in vogue PDA/Mobiles/Portable Audios/Internet Tablets/Televisions/Cameras/GPRS.

Unit: 3 Software – Types and Vendors in Software: Operating Systems – Office Tools – DBMS – ERP - eCRM – Customized Software. – Concept of Software Requirement Specification (SRS)

Unit: 4 Internet Concepts – Emergence of Internet – – Email with usage and spam – Chatting and Video Conference - Modes of Browsing Internet and knowing the concept – Usage of Search Engines – Understanding the concepts: Web 2.0 – Travel 2.0 – Blogs – Communities – Wikis – Company/Corporate Websites – Designing structure of Website.

Unit: 5 Global Distribution System (GDS) – Origin and Concept – Advantages and Adaption in Modern Transactions – Features: Tickets – Hotels – Car Rentals – Identifying 5 Major Service Providers with Unique Features – Latest trends of GDS.

Unit: 6 Property Management Systems (PMS) – Concepts and Selecting of PMS – Identify 5 International / Domestic Vendors of PMS – PMS applications of each module: Front Desk – Back office – House Keeping – Food and Beverage – POS – Maintenance – Security – HRM – Sales and Marketing – Latest Trends of PMS modules and features.

Unit:7 Management Information Systems – Introduction – Status of MIS in an Organization – Information needs and its Economics – Role of MIS at various levels in Management Hierarchy for effective Decision Making and tracking Performance of various tasks.

Unit: 8 Hands on Experience of GDS & Browse webistes

Suggested/Reference Books: 1. S Jaiswal: Fundamentals of Information Technology (Galgotia)2. Davis Olson: Management Information System (McGraw Hill)3. PT Joseph: eCommerce – A Managerial Perspective (Prentice Hall India)4. Murthy: eCommerce (Himalaya)5. Andrew S Tanenbaum: Computer Networks (4th Edition – 2003 – Pearson)6. Manuals of Galileo/Amadeus for GDS7. James Bardi: Front Office Management (4th Edition – 2007 – Wiley)8. Relevant websites on Travel, Tourism and Hospitality

MBA M08 108FINANCE AND ACCOUNTING

OBJECTIVES:

To know the meaning, purpose and types of accounting To prepare the different sector-specific accounts To understand the various factors of financial management To decide on profitable source-use combinations

CONTENTS:

Unit: I Introduction to Accounting : Need for Accounting – Definition and scope of Accounting – Branches of Accounting – Advantages and Limitations – Accounting Process – Journalizing – Classification of Accounts – Ledger – Interpretation of balance of ledger accounts

Unit: II Subsidiary Books including different types of cash books – Meaning of Depreciation – Methods of providing depreciation – Straight Line Method and Diminishing Method.

Unit: III Introduction to Cost Accounting: Definitions and important concepts – cost – cost allocation – cost absorption- cost audit – cost unit – cost centre objectives of cost accounting - Advantages of cost accounting – Limitations of cost accounting.

Unit: IV Introduction to Financial Management: Meaning of business finance, Definition

and scope of Financial management – Finance function, Objectives of Financial Management – Wealth Maximization, Profit Maximization, Functions of Finance Manager, Estimating Long term and short term financial needs.

Unit: V Working Capital Management: Meaning of Working capital, Gross working capital and net working capital. Importance or advantage of working capital, Factors determining cash management – Role of Travel Finance Corporation of India (TFCI) – its aims, objectives and functions.

Unit: VI Budgeting: Meaning of Budget, Meaning and nature of budgetary control, Advantages of budgetary control, Steps in preparation of budget - Meaning and nature of capital budgeting.

Unit: VII Cash flow and funnel flow analysis, Depreciation as source of funds, statement of changes in financial and cash positions, Ratio analysis – Liquidity Ratios, Profitability Ratios, Financial Ratios, Turnover Ratios, Coverage Ratios – Problems – Limitations of Ratio Analysis

Unit: VIII Case Studies and Hands on experience with deferent accounting packages.

REFERENCE BOOKS:

1. S.P. Jain : Financial Accounting (Kalyani)2. R.K.Sharma and Shashi K Gupta: Management Accounting (Kalyani) 3. Ozi D’Cunha and Glenson Ozi d’Cunha : Hotel Accounting and Financial Control (Dickys)4. Dr.P.Periaswamy : A Text book of Financial Cost and Management Accounting5. Pandey LM : Management Accounting, A planning and control approach (Vikas)

MBA M08 109BUSINESS COMMUNICATION & SOFT SKILLS

(INTERNAL)1. Grammar, the backbone of communication: Using correctly the norms, pronouns,

verbs (including tenses, voice) adjectives (degrees of comparison, hyphenated adjectives) adverbs, prepositions, conjunctions, articles and interjections, sentences, punctuation – Adaptation of clear sentences and paragraphs – construction of clear sentences and paragraphs – Writing for Effect.

2. Business Messages: Basic patterns of Business Messages – Introduction to messages and the writing process – directness in good news and neutral messages – indirectness in bad news messages – indirectness in persuasion and sales messages.

3. Report Writing: Basics of report writing – report structure – Business and Technical Reports – Use of Visuals – Analysis of Sample Reports from Industry – Synopsis Writing, Recording of Minutes of Board Meetings – team presentations – Format and Layout of Business Documents.

4. Oral Communication: Formal and informal oral communication – Talking and elements of Good Talking – Public Speaking – The barriers to effective public speaking – Strategies to overcome the barriers – Conducting and participating in meetings – Voice training in terms of pitch variation, speaking speed, vocal emphasis, vocal quality.

5. Listening Process: Improving ability to listen – Types of nonverbal communication – Reading skills Rapid vs Intensive Reading.

6. Written Communication: Differences between speaking and writing, features of effective writing such as clarity, brevity, appropriate tone.

7. Cross Cultural Communication: Problems of cultural differences – Body position and movements – Factors of Human Relationships – Problems of language – Techniques of communicating across cultures.

8. Technology enabled communication: Computer tools for planning, gathering and collecting information, analysis and organizing, writing, presentation and transmission.

References

1. Raymond V. Lesikar, Marie E. Flatley, Basic Business Communication, 9/e, Tata McGraw-Hill Publishing Co. Ltd., 2002.

2. Courtland L. Bovee, John V. Thill, Barbara E. Schatzman, Business Communication Today, 7/E, Pearson Education, 2003.

3. Matthukutty M. Monipally, Business Communication Strategies, Tata McGraw-Hill, New Delhi, 2003.

4. Mary Ellen Guffey, Business Communication Process and Product, 3/e, Thomson South-Western, 2002.

5. Scot Ober, Contemporary Business Communication 3/e, Houghton Mifflin Company, 2000.6. Krishna Mohan, Meera Banerji: Developing Communication Skills, Macmillan India Ltd.,

2002.7. John M. Penrose, Robert W. Rasberry & Robert J. Myers, Advanced Business

Communication, 4/e, Thomson, New Delhi, 2002.8. M.K. Rampal, S.L. Gupta, Project Report Writing Organizing and Writing a Project Report in

an Appropriate Style, Galgotia, New Delhi, 2001.9. Taylor: Communication for Business 3/e Pearson Education.

MBA M08 201TOURISM PRODUCT MANAGEMENT

OBJECTIVES:

To know about various kinds of Tourism Products To Understand Tourism and allied industries as product mixes To develop Tourism products to enhance the options and their quality

CONTENTS:

Unit: I Definition, Concept, Components and Characteristics of Tourism Products – Different models of product levels and layers.

Unit: II Issues in Product Designing – Product Life Cycle – New Product Development Process.

Unit: III Types of Tourism Products I: Nature based Tourism Products-Countryside – Climate – Natural beauty (Landscapes, Mountains, Hills, Valleys, Caves, rocks, Deserts and Terrains) – Hydrological: Lakes, rivers, waterfalls, beaches and hot springs - Vegetation: Forests and Wildflowers – wildlife: Animals, Birds, insects, and fish – The Indian Context.

Unit: IV Types of Tourism Products II: Culture and Tradition Based Tourism Products: Sites of historical, Archaeological and cultural interest – Heritage Monuments – Museums and Art Galleries – Medical and Health Systems – Traditional Fairs & Festivals, Regional Cuisine varieties, Performing Arts and Handicrafts – Folklore and Tribal lore as Tourism Products.

Unit: V Recreation and Entertainment Based Tourism Products: Types of Theme Parks and Resorts - types, Shopping – Mega Malls and Duty Free Shops, Night life like Snow World and Disney land - The Indian Examples.

Unit: VI India as a Tourism Destination for all seasons with diverse attractions and cultures.

Unit: VII World Heritage sites: Criteria for Nomination and selection – World Heritage Sites in India, Natural areas and Monuments –.

Unit: VIII Field visits to newly developed Tourism Products (Local / regional / National) Case Studies.

REFERENCE BOOKS:

1. David Weaver, Tourism Management (Wiley)2. Cooper (et al), Tourism Principles and Practice (Prentice Hall)3. Manoj Dixit, Charu Sheela, Tourism Products (New Royal Book Co.,)4. Rabindra Seth, Tourism in India 2 vols, (Kalyani)5. K.K. Kamra, Mohinder Chand, Basics of Tourism (Kanishka)6. R.S.Bist, National Parks of India (Publication Division) 7. S.P. Gupts, Cultural Tourism in India8. David Weaver, Eco- Tourism (Wiley)

MBA M08 202TRAVEL AGENCY AND TOUR OPERATIONS MANAGEMENT

OBJECTIVES:

To know about these businesses within the Tourism industry To appreciate the recent trends and initiatives taken To establish and run these businesses

CONTENTS:

Unit: I Travel Agency & Tour Operations Business: History, Growth and Present status – Differences between two activities – Linkages with other Industry participants

Unit: II Travel Agencies: Functions – Organization types (rules & regulations:Government-IATA-Feasiblity / Viability-staffing-Tie-ups/sources of earning – commission – service charges -documentation)

Unit: III Tour Operators: Activities - Establishment (rules & regulations: Government- IATA- Feasiblity / Viability – staffing - Tie-ups- / Revenues /documentation)

Unit: IV Tour Itinerary preparation - Packaging (types-precautions) – crises handling Coordination

Unit: V Travel Procedures (Formalities: passport – visa – ticket – medicals taxes – customs- currency)-principles (suitability: appropriateness – availability –speed-cost-dependability)- Record Keeping-Coordination. Back Office Functions (Travel Accounts etc.)

Unit: VI Organizational structure and different departments in Travel Agency – working of network travel agencies (Thomas cooks; TCI; American Express etc.)

Unit: VII National and International Travel Trade Associations: IATO / TAAI / UFTAA / PATA /

ASTA etc. Unit: VIII Case studies

REFERENCES BOOKS:

1. Stevens Laurence: Guide to Starting and Operating Successful Travel Agency (Delmar)

2. Syratt Gweda: Manual of Travel Agency Practice (Butterworth)3. Foster: Business of Travel Agency Operations and Administration (McGraw Hill)4. Mart Mancini: Conducting Tours (Delmar )5. Chunk, James, Dextor & Boberg: Professional Travel Agency Management6. Morrison: Travel Agency (Network : Arco)7. Negi, Jagmohan: Travel Agency & Tour Operations: Concepts & Principles (S. Chand)8. Middleton: Marketing in Travel & Tourism (Butterworth)

MBA M08 203AIRPORT MANAGEMENT

OBJECTIVES:

To know the various dimensions of Airport Management To handle the various Airport issues Indian Airline Industry for 21st century

CONTENTS:

Unit: I Introduction: Importance of Airport Management – Domestic / International passengers -locations-shared codes-weather/altitude restrictions.

Unit: II Aircrafts: types – manufacturers (Air Bus industries / Boeing etc) – codes - cabin/compartmentation - flying (crew – hazards – principles –takeoff / landing / turn around) - in-flight (services - instructions – crises handling) – Air Traffic Controls. Role of ICAO

Unit: III Airport: Domestic / International terminals - facilities-areas (Check in - transit – gate – immigration / passport / customs) - commercial / baggage / freight/ lounge) - traffic flow-offices (airport/airlines) -Departure control (DCS/ CUTE etc). Crises Management

Unit: IV Challenges: - Passenger requirements: Class / Animal /Health – Weather – risks – inter – connections –rules regulations (Government-International).

Unit: V Indian Airline industry for the 21st century – Economic imperative: Global / Indian scenario – Growth potential –Factors impacting passenger and Cargo traffic; Policy options – ‘Open sky policy’ on ‘route sharing’ basis – Domestic/International Airline Hubs; Heli Services – Impacts of LCC operations

Unit: VI Study of functioning of an airport and individual departmental functions.Greenfield and Brownfield Airports

Unit: VIII Air Cargo Management – Types and Related Issues

REFERENCE BOOKS:

1. Kathleen Sweet: Aviation & Airport Security (Pearson)2. Alexander: Airport Planning & Management (Tata McGraw Hill)3. Ashford: Airport Operation (Tata McGraw Hill)

MBA M08 204ROOMS DIVISIONS MANAGEMENT

Objectives of the course To make the student understand the room component in the hotel, which is a

major revenue generator. Various activities at the front office and Housekeeping, budgeting controls, enhancement of guest services towards creating a satisfied and profitable guest.

Practical approach to guest interaction

Unit I: Different Departments in a hotel, Organization chart and hierarchy of Front office department, Layout of Front office department. Activities at Front desk. Job description of front office staff- Front office manager, Lobby manager, Receptionist, GRE, Bell boy, Coordination of Front office with other departments.-House keeping, F&B service, Engineering & maintenance, stores, Accounts, personnel, Security.

Unit II: Guest expectation of Front office staff and hotel. Marketing of services- Emerging trends in front office. Actions taken during various situations – Guest possessing Fire arms, Pets, explosives and chemicals, Black listed guest.

Unit III: Tariff- basic rules for fixing the tariff, Types of tariff—based on check out time, (12:00 noon, 24 hrs, night basis). Based on specific requirements of the guests. (Crib rate, day rate, extra bed, hourly rate). Different types of plans, Front office procedures for emergencies, incident book-Theft, Fire, death, floods, threats, etc.

Unit IV: Reservations- receiving, confirming, filing, guaranteeing reservation. Registration;

Walk-in, check in, group check in. Procedure for handling VIp’s, Cip’s and foreigners, modes of settlement of the bills (cash, btc, credit card, debit card, TAV,). House rules for the guests. Check out process-manual, express check out. Front office accounting; Creating guest folio, point of sale, posting charges, high balance, front desk PMS module content.

Unit V: Night audit—process of auditing, reports generated, opening of a new accounting date. Yield management – Calculation of room forecasting, room inventory, statistics related to room control. Staffing in front office—effective scheduling of the employees, motivation, team management.

Unit VI: Housekeeping department; Organization, structure and layout in a small and large hotel. Job specification of principal staff of House keeping – Executive house keeper, h/k supervisor, room oy, Cleaning equipment, (manual, electrical, mechanical).

Unit VII: Cleaning agents, areas, procedures for cleaning, handling guest requests and complaints,-communication in house keeping, registers and formats maintained,. Linen handling, laundry process.

Unit VIII: Budgeting; Purchase, storing and control of guest amenities/supplies, procedure for lost and found, control of keys, different types of rooms. First aid, safety and security on the guest floors, Qualities required for Housekeeping staff.

Suggestive Reading:1. Bardy. J: Hotel Front Office Management, (CBI-VNR).2. Kesavana: Effective Front Office operations (CBI- VNR).3. Baker & Huyton: Principles of hotel Front office operations 4. G. Raghubalan, Smritee Raghubalan: Hotel house keeping operations and management

(Oxford university press, India).5. Schneider: The Professional Housekeeper (Wiley).6. Branson and Lennox : Hotel, hostel and hospital housekeeping (ELBS)

MBA M08 205FOOD AND BEVERAGES MANAGEMENT

Unit I : Introduction : The Industry – Organization of Food & Beverage Operations. Fundamentals of Management – Food & Beverage – Marketing.

Unit II : Menu Management : Nutrition for Food Service Operations – The menu –standard product costs and Pricing Strategies – case studies.

Unit III : Food Production Management: Purchasing – receiving storing, issuing – Production Planning and Control – Case Studies.

Unit IV : Food & Beverage Service : Types – Guest experiences – Pre-opening

concerns –– Food & Beverage Revenue control procedures – Enhancing Sales – Case Studies.

Unit V : Hygiene, Sanitation & Safety : Hygiene practices – HACCP – sanitation – Food Poisoning Food Borne illness etc., - Safety – Accident Prevention –- First Aid – Fire prevention – Case Studies.

Unit VI : Planning process of facility design – layouts of all related areas and equipments.

Unit VII : Budgeting – operations budget – income statement –balance sheet – Ratio Analysis & the Accounting Process.

Unit VIII : Role of Technology: Importance – change – costs – to invest or not to invent – applications in Food & Beverage Management

Suggested Readings:

1. Davis & Stone: Food & Beverage Management (Butterworth)2. Lillicrap, Cousins & Smith: Food & Beverage Service (London: ELST – Commonwealth

Initiative on Resources for Learning)3. Dittmer, P.R: Principles of Food, Beverage and Labour Cost Control (Wiley)4. Richard Kotas and Bernard Davis: Food & Beverage Control (International, Glasgow)5. John Cousins, David Foskett & David Shortt: Food & Beverage Management (Longman)6. Brian Varghese: Food & Beverage Service Management (Macmillan)7. Ninemeir: Planning & control for Food & Beverage Operations (AHLA)8. Cichy / Weins: Managing Service in Food & Beverage Operations (AHLA) 9. Victor Caserani & Ronald Kinton: Theory of Catering (ELBS)10. Fuller John: Chef Manual of Kitchen Management11. Borgstrom: Principles of Food Science (Macmillian)12. Muudami & Rajgopal: Fundamentals of Food and Nutrition13. AHLA: Food & Beverage Management14. Kotas: Food & Beverage Management15. Stipanuk & Roffman: Hospitality Facilities Management & Design (AMHA Educational

Institute.

MBA M08 206CUSTOMER RELATIONSHIP MANAGEMENT

The objective of the paper is to familiarize the students with the emerging trends in customer relations in the Indian business and to manage these relations an effective manner to increase customer loyalty.

Unit I: Introduction – Definition – CRM as a business strategy – Elements of CRM – CRM Processes and systems – Entrance, applications and success of CRM.

Unit II: Strategy and Organization of CRM – Customer-supplier relationships – History – Description of customer-supplier relationships – The dynamic in relationships – Communities – CRM as an integral business strategy – The nature of the CRM strategy – The context of the CRM strategy – The results of a successful CRM strategy

Unit III: CRM Marketing Aspects – Customer knowledge – The value of customer knowledge – The utilization of data as an asset – From data to customer knowledge – Privacy – Personal Data Protection Act – Information policy – Communications and multichannels – Multichannels defined – The channels – Customers and the use of the channels – Influence of the channels on pricing and the formation of relationships – Recommendations on multichannel communication – The individualized customer proposition – Cutomisation – Individualisation of the product offering – Individualised pricing policy – The relationship policy – Improvement of the size and quality of the customer database – Relationship policy per segment – Relationship policy by relationship phase – Translating the relationship policy into contact moments – Loyalty programmes

Unit IV: Analytical CRM – Relationship data management – Customer identification – Expanding the size of the customer database – customer profiling – Data analyses and datamining – Experiences with data analysis – The analysis process – Datamining – Segmentation and selection – Segmentation study as input for the formulation of the marketing strategy – Segmentation research used in compilling the list – Retention and Cross-selling - The effects of marketing activities – Evaluating the effect of marketing activities on the customer value – Experiments – The learning organization – Reporting Results – Lifetime value – Alternatives for lifetime value – Balanced score card

Unit V: Operational CRM – Internet and the website – Traffic building – Starting points for providing quality during the visit – Creating quality during the visit – From visit to transaction – From transaction to delivery – From delivery to retention – Measuring the results – Direct mail – The position of direct mail – The process of developing, producing, sending and following-up direct mailings – Effective direct mail messages

Unit VI: CRM Systems and their Implementation – CRM Systems – Overview of CRM systems – The call centre - The internet and the website – Data warehouse and datamart – Campaign management systems – Content management system – Suppliers of CRM systems

Unit VII: Implementation of CRM Systems – Causes of disappointing results – An initial exploration with CRM and how companies handle this – the CRM road map … - CRM project management – International or Cross-division projects – Conclusion – The future – Factors which influence the future of CRM – The continuation of the journey

Unit VIII: Case studies

Suggested readings 1. Ed Peelen – Customer Relationship Management – Pearson, May 20052. Judith W. Kincaid – Customer Relationship Management: Getting it Right – Prentice Hall PTR

2002.3. Federico Rajola – Customer Relationship Management: Organizational; and Technological

Perspectives – Springer 2003.4. Stan Maklan, Adrian Payne, Joe Peppard, Lynete Ryals, Simon Knox – Customer

Relationship Management: Perspectives from the market place – Elsevier 2002.5. Mitch Schneider – Total Customer Relationship Management – Thomson Delmar Learning

2002.6. Russ Lombardo – CRM for the Common Man – PEAK Sale Consulting 2003.

MBA M08 207MANAGERIAL ECONOMICS

Objectives:

To understand the relevance of economics in business management. This will enable the students to study functional areas of management such as Marketing, Production and Costing from a broader perspective.

Unit 1. Introduction to Managerial Economics: Definition, Nature and Scope, Relationship with other areas in Economics, Production Management, Marketing, Finance and Personnel, Operations research - The role of managerial economist.

Unit 2. Objectives of the firm: Managerial theories of firm, Behavioural theories of firm, optimization techniques, optimization with calculus, New management tools of optimization.

Unit 3. Basic economic principles – the concept of opportunity cost, incremental concept, scarcity, marginalism, Equi-marginalism, Time perspective, discounting principle, risk and uncertainty.

Unit 4. Theory of Demand: Demand Analysis, Elasticity of demand, types and significance of Elasticity of Demand. Demand estimation – Marketing research approaches to demand estimation. Need for forecasting, forecasting techniques. Supply Analysis – Supply function, the Law of Supply, Elasticity of Supply.

Unit 5. Cost theory and estimation: Cost concepts, determinants of cost, cost-output relationship in the short run and long run, short run vs. long run costs, average cost curves, Overall Cost leadership.

Unit 6. Market Structure and Pricing practices: Features and Types of different competitive situations - Price-Output determination in Perfect competition, Monopoly, Monopolistic competition and Oligopoly both the long run and short run. Pricing philosophy – Pricing methods in practice: Price discrimination, product line pricing. Pricing strategies: skimming pricing, penetration pricing, Loss Leader pricing. Pricing of multiple products.

Unit 7. Profit Management: Nature, scope, Theories of profit, Measurement policies, Cost – Volume- Profit Analysis.

Unit 8. Economics for Tourism and Hospitality: Innovation and Global Competitiveness.

References: Hirschey: Economics for Managers, Thomson, 2007. Petersen,Lewis and Jain: Managerial Economics, Pearson/PHI, 2006 Gupta: Managerial Economics 1e TMH 2005. Dominic Salvatore, Managerial Economics, Thomson, 2006 Keat, Managerial Economics : Economic Tools for Today’s Decision Makers, Pearson

Education, 2007 Mote Paul: Managerial Economics 1e TMH 2004 Froeb: Managerial Economics—A Problem Solving Approach, Thomson, 2007. Mehta,P.L., Managerial Economics Analysis, Problems, Cases, Sultan Chand and

Sons, New Delhi, 2001. James L.Pappas and Engene F.Brigham: Managerial Economics, Pearson Education,

New Delhi, 2006. Suma Damodaran: Managerial Economics, Oxford, 2007.

MBA M08 208RESEARCH METHODOLOGY FOR TOURISM & HOSPITALITY

OBJECTIVES:

To know the usefulness and limitations of Research To interpret and recommend based on correct research To present the findings and suggestions effectively

CONTENTS:

Unit: I Introduction to Research Methodology: Fundamentals and terminology, importance - Defining research problems and formulation of hypotheses. Research design and experimental design. Field research. Role of Research in Tourism Development – Tourism Research in India

Unit: II Data – Types, Collection, Presentation and Analysis: Methods and Procedures, Sources, Types & Techniques Sampling Design, Aptitude Measurement and Scales. Presentation and Analysis: Data Processing – Statistical Analysis and Interpretation of Data: Non-parametric Tests, Multivariate Analysis, Model Building and Decision Making. Date collection methods – Primary and secondary sources of data – survey method observation, schedule questionnaire – interview methods – focused groups – longitudinal panel.

Unit: III Hypothesis formulation and testing. Type I and II errors, + test, y2, test, Anova (Parametric and Non-Parametric tests) – Multivariate analysis in Research.

Unit: IV Fundamentals of Quantitative Methods

Unit V Tourism Research Methods: Approaches to Tourism Demand and Forecasting – Chaos Theory.

Unit: VI Qualitative Research Methodology for Tourism and Hospitality Industry.

Unit: VII Interpretation and Role of Computers – Techniques and precautions in interpretation of computer applications in computing and research – SPSS.

Unit: VIII Report Writing and Presentation: Substance – Writing and Formatting – Presentation of Report.

REFERENCE BOOKS: Ritchie & Goeldner: Travel, Tourism and Hospitality Research (Wiley)

1. Parag Diwan & L.N.Agarwal, Strategy: Methodology and Management Decisions2. Harper W Boyd: Marketing Research3. Kothari C.R: Research Methodology (Himalaya)4. Alkinson: Hand Book on Social Science Research (Oxford)5. Bill Faulkner: Aspects of Tourism : Progressing Tourism Research, Viva, 20066. Romila Chawla: Research Methods for Travel and Tourism Industry, Sonali,

20047. Research Methodology in Tourism By.S.Kumar Das (ABD Publishers)

MBA M08 209(INTERNAL)

FOREIGN LANGUAGE: FRENCH: LEVEL IOBJECTIVES:

To develop the skills of understanding, speaking, reading and writing French/German/Spanish in various contexts.

To acquire communicative proficiency through listening and speaking.

CONTENTS:

The student will be equipped with the necessary grammar covering:ALPHABETS - PHONETICS / ACCENTS - USAGE OF ARTICLES – SALUTATIONS – VERBS – INTERROGATION – NEGATION - IMPERATIVE MODE - CONDITIONAL MODE - PRESENT TENSE/ VERB CONJUGATIONS - PARTITIF ARTICLES – ADVERBS – PREPOSITIONS - SPECIAL PRONOUNS - PAST TENSE[S]

REFERENCE BOOKS: 1. Bon voyage2. A votre service 13. Le Français de l’hotellerie et de la restauration4. Le Français du tourism

FOREIGN LANGUAGE: GERMAN: LEVEL I

CONTENTS:The student will be equipped with the necessary grammer covering: ALPHABETS - PHONETICS / ACCENTS - USAGE OF ARTICLES – SALUTATIONS – VERBS – INTERROGATION – NEGATION - IMPERATIVE MODE - CONDITIONAL MODE - PRESENT TENSE/ VERB CONJUGATIONS - PARTITIF ARTICLES – ADVERBS – PREPOSITIONS - SPECIAL PRONOUNS - PAST TENSE[S]

REFERENCE BOOKS: 1. Deutsch in 30 tagen 2. German – how to speak and write it

3. Teach yourself series – German4. Moment mal5. Deutsch als Fremdsprache

FOREIGN LANGUAGE: SPANISH: LEVEL I

CONTENTS:The student will be equipped with the necessary grammer covering:ALPHABETS - PHONETICS / ACCENTS - USAGE OF ARTICLES – SALUTATIONS – VERBS – INTERROGATION – NEGATION - IMPERATIVE MODE - CONDITIONAL MODE - PRESENT TENSE/ VERB CONJUGATIONS - PARTITIF ARTICLES – ADVERBS – PREPOSITIONS - SPECIAL PRONOUNS - PAST TENSE[S]

REFERENCE BOOKS: 1. Intercambio 1 – Libro del alumno (Difusion)

MBA M08 301STRATEGIC MANAGEMENT

OBJECTIVES:

To revise and integrate knowledge gained in the first year To know the options and processes To develop competencies to tackle critical business situations

CONTENTS: Unit: I Introduction to Strategic Management: Definitions- Strategic planning –

Tactical planning – Formal planning and informal planning - process of strategic management – Growing relevance of strategic management in India.

Unit: II Strategy Formulation: Mission and objectives: Characteristics and formulation; Environmental appraisal: concept and components – methods and techniques used for organizational appraisal.

Unit: III Strategic alternatives: Modernization, diversification, integration, merger and Acquisition, Joint Venture, Turnaround, divestment, liquidation strategies of leading Indian companies; generic strategies of Michael Porter.

Unit: IV Strategic Evaluation and Choice: Corporate portfolio analysis: Experience curve, PLC, BCG matrix and its implications; IA – BS matrix, AD little life cycle approach, directional policy matrix and its implications.

Unit: V Competitive strategy in global industries – general framework for competitor’s analysis.

Unit: VI Strategy Implementation: Various structural, functional and behavioral implementations; various approaches to strategy implementation: Commander approach, organization change approach, collaborative approach – 7 s model – Du Ponts control model; future of strategic management.

Unit: VII Strategic Control and Operational control: Process of evaluation, setting of standards, measurement of performance, analyzing variances, taking corrective actions, evaluation techniques for strategic control, role of organizational systems in evaluation.

Unit: VIII Case Studies.

REFERENCE BOOKS:

1. Porter, Michael, Competitive Strategy: Techniques for Analyzing Industries and Competitors (Free Press)

2. Johnson Scholes K, Exploring Corporate Strategy (Prentice Hall of India).3. Azhar Kazmi, Business Policy (Tata McGraw Hill) 4. Miller, Alex and Dess G.G. Strategic Management (McGraw Hill) 5. Pearce and Robinson. Strategic Management (ATIBS)

MBA M08 302ENTREPRENEURSHIP

OBJECTIVES:

Business Fundamentals necessary to develop as entrepreneurs. Explain the process of new enterprise creation and Services Management

CONTENTS: Unit: I Foundation: Business applications of information technology: elements of

computer systems and information technology, the role and scope of computer and other IT applications in business, the usage of end user computing packages – micro – economics: economic behaviour of individuals and aggregates, economic forecasting – business communication.

Unit: II Entrepreneurial Behaviour: Creativity for entrepreneurship – Entrepreneurship: Theory and Practice – Personality Variables – Negotiation Skills.

Unit: III Enterprise support systems – Financial Institutions – SFC, Banks and SIDBI

Unit: IV Venture Capital – Governmental support schemes.

Unit: V Role Models on Entrepreneurship and Business Management – Best practices in Indian Context.

Unit: VI Entrepreneurship – Identifying and locating venture opportunities within a form – understanding the political inter play between the venture and the firm and growth of Entrepreneurship. Entrepreneurship and Human Resources issues.

Unit: VII Project Application: Project Identification, Formulation, Appraisal & Implementation - Project Work. Gantt Charts – CPM / PERT – Turnkey / BOOT / BOLT etc.

Unit: VIII Case studies. REFERENCE BOOKS:

1. Entrepreneurship Development Institute, Developing New Entrepreneurs (EDII, Ahmedabad)2. Jain, P.C. (Ed.) A Handbook for New Entrepreneurs (EDII, Ahmedabad)3. Patel, J.B. and Allampally, D.G. A Manual on Business Opportunity Identification & Selection

(EDII, Ahmedabad)4. Patel, J.B. and Modi, S.S. A Manual on How to Prepare a Project Report (EDII, Ahmedabad)

MBA M08 303REVENUE MANAGEMENT FOR TOURISM AND HOSPITALITY

Objectives:   To understand the Rationale and Concepts of Revenue Management with relevance to

Tourism and Hospitality Sector. To Know and apply Management of Revenue in Modern Service Oriented Industries. To apply Technical Details of Planning and Implementation of Revenue Management. To compare and contrast the various Revenue Management models applied in the Tourism

sector and related services.

Unit: 1 Revenue Management Fundamentals: Concepts – Demand & Management Decisions – Unique Features – Airline History & Consequences – Overview of RM – Types of Controls – Displacement costs – Static and Adaptive Model – Customer Choice Behavior – Industries adapting RM – Trends.

Unit: 2 Revenue Management Functioning – Overbooking – Dynamic Pricing – Auctions – Economics of RM: Perfect Competition – Monopoly Pricing – Price & Capacity Competition – Estimation & Forecasting Methods – Legal Issues – Barriers – Insurance.

Unit: 3 Airlines/Tour Operations Revenue Management – History – Customers – Products & Pricing – Practices

Unit: 4 Hotels/Cruises Revenue Management – History – Customers – Products & Pricing – Practices

Unit: 5 Revenue Management Planning – Segmentation – Product Design – Hardware Requirements – Interface Design with GDS CRS PMS.

Unit: 6 Revenue Management Implementation – Customer Perceptions and Problems – Problems – Managing – Overbooking – Project and Organizational Structure – Training

Unit: 7 Contemporary Revenue Management – Future outlook – New patterns evolving – Necessity for Improvements

Unit: 8 Case Studies

Suggested/Reference Books:

1. Kalyan Talluri et al: Theory and Practise of Revenue Management (Springer Verlag NY LLC : 2005)

2. Tranter et al: Introduction to Revenue for the Hospitality Industry(Pearson Prentice Hall – 2008)

3. Irene: Pricing and Revenue Management for Services: A Strategic Approach (TaylorFrancis:2007)

4. James Bardi: Front Office Management (4th Edition – Wiley – 2007)5. Relevant websites

MBA M08 304DESTINATION MANAGEMENT

OBJECTIVES :

To understand how destinations are chosen To know how destinations are created and managed To appreciate the roles of various organizations and their interactions

CONTENTS:

Unit: I Definition of Destination – Typology – Location (Proximity and Distance ) – Features of Tourism Destination – Destination stakeholders – Components of Destination – Choice of Destination – Pull factors of destination – Destination Selection Process – The Compton model.

Unit: II Destination Patterns: Market Share and Growth – Global Destination Patterns (MDC’s and LDC’s) – Regional Destination Patterns: Europe – The Americas – East Asia/Pacific – South Asia – Africa – The Middle East – Australia – Internal Destination Patterns – Current Trends in Detonation Development

Unit: III Destination Development and Theories –Destination Life Cycle Theories – The Butler’s Sequence/ Model – Factors that effect the destination Life Cycle Process – Matrix Model – National Tourism Development – Spatial Diffusion Theories – Model of National Tourism Development – Tourism Optimization Management Model (TOMM – The Australian Example).

Unit: IV Destination Management and Planning: A Vision for tourism Development reflecting values of the residents and stakeholders – Planning at National, Regional and Local Levels – Inventory of attractions , facilities , services and experiences offered in a destination – Major Competitors and their product offerings- community support for special events – Action Plan – Steps in Preparation of feasibility Report for development of a Destination

Unit: V Visitor Management at Tourism Destination: Safety and Security – Disaster and Risk Management – VMS at a World Heritage site.

Unit: VI Tourism Satellite Account as a Tool to Measure the Structure and Size of Tourism Destinations – The Canadian Model and the India context (Crisis Report)

Unit: VIII Field Visits / Presentations and Case studies on Destination Management.

REFERENCE BOOKS:

1. David Weaver, Laura Lauton, Tourism Management, (Wiley)2. Copper (et al) Tourism Principles and Practice (Prentice Hall)3. L.Pender & R.Sharpley (eds), The Management of Tourism (Sage)4. W.F. Theobald. (ed) Global Tourism (Elsevier)5. P.C. Sinha, Tourism Planning6. P.C. Sinha, Tourism Management7. Sudesh Lahri, India: Tourism Destination for all Seasons

MBA M08 305MANAGEMENT OF EVENTS

OBJECTIVES:

To know about Meetings, Incentives, Conferences & Exhibitions (MICE) and their importance

To promote MICE To manage the events successfully

CONTENTS:

Unit: I Events: Types (Events-Conventions-Tours, Exhibitions, Meetings etc) – Nature of market and demand – Growth and development of the industry – Impact on local and national communities- Laws & Statutory requirements.

Unit: II Event Marketing: Clients – Sponsorship – Brands – Professionals – Advertising & Publicity.

Unit: III Budgeting an event – Preparation – Estimating fixed and variable costs – Cashflow – Sponsorships & Subsidies.

Unit: IV Event Management: Planning – Scheduling – Venue – Logistics – Celebrity endorsements – Coordination – Risk and Crises Management.

Unit: V HR Management & Behavioral: Motivation – Team Building – Leadership –Personality (Speak – Present – Body language) – Creativity & Innovation.

Unit: VI Association Market – Future trends – Social and Government associations – Organizational and financial structures – International association market.

Unit: VII History, role and functioning of ICCA & ICPB.

Unit: VIII Case studies.

REFERENCE BOOKS:

1. Wagen & Carlos: Event Management (Pearson)2. Shones Parry: Successful Event Management (Thomson)3. Sharma: Event Planning & Management (Deep & Deep)4. Hoyce Jr.: Event Marketing (Wiley)5. Gaur & Saggere: Event Marketing & Management (Vikas)6. O’Toole& Mikolaitis: Corporate Event Project Management (Wiley)

MBA M08 306FACILITIES MANAGEMENT

OBJECTIVES:

To know about the facilities

To understand how the facilities are decided upon

To manage the facilities well

CONTENTS:

Unit: I Design Considerations – Systematic layout planning pattern – (aesthetics-location-material-workmanship-efficiency-cost).

Unit: II Guiding factors: architectural/legal/work flow aspects.

Unit: III Kitchen: equipment (items-specifications); support services (wash/grind/dry etc); layout & design (area: cook-store).

Unit: IV Maintenance: Fuel/Gas-water-electricity.

Unit: V Refrigeration & air- conditioning-fire fighting-waste disposal – Recycling

Unit: VI Energy Conservation: Necessity – Methods of energy conservation in different areas and operations – Developing and implementing energy conservation programmes.

Unit: VII Management: Organization: coordination – controls – crises handling – security-outsourcing-replacements.

Unit: VIII Case studies.

REFERENCE BOOKS:

1. Stipanuk & Roffman: Hospitality Facilities Management & Design (AMHA Educational Institute)2. Borsenik & Stutts: Management of Maintenance & Engineering Systems in Hospitality Industry

(Wiley)3. Weissinger: Hotel / Motel Operations (Delmar) 4. Ludlow D: Working in Hotel5. Katsigris: Design & Equipment for Restaurant and Food Service (Wiley)6. Birchfield: Design and Layout of Food Service Facilities (Wiley)7. Baraban: Successful Restaurant Design (Wiley)8. O’ Toole: Corporate Event Project Management (Wiley)

MBA M08 307CONTEMPORARY TOURISM MANAGEMENT

OBJECTIVES:

To know the usefulness and limitations of Research

Contemporary Tourism System Contemporary Tourism Products Markets Contemporary Tourism behavior and Flows Contemporary Tourism in an uncertain world

CONTENTS:

Unit: I Introduction to contemporary tourism systems: Service dimension of tourism – Contemporary Tourism Product Market –Experiences as Tourism Products – Interactions and exchanges in product markets.

Unit: II Contemporary Tourists, tourist behavior and flows: International Travel movement – Stability of Tourism and Tourism inertia – Distance as a determinant of the flows and patterns of contemporary tourism – approaches to describing tourism.

Unit: III Contemporary Tourism Marketing – Approaches and Practices – Evolution towards a services marketing.

Unit: IV The Tourism Industry: Contemporary issues – Globalizing Contemporary Tourism Industry – Drivers of globalization – Knowledge management, Tourism networks, SMES and HR Management in Contemporary Tourism Industry.

Unit: V The Contemporary Tourism Destination – Delivering the contemporary tourism product – Governing the Contemporary Tourism Product – consequences of visitation at the contemporary destination.

Unit: VI planning and managing the contemporary destination – changing approaches to destination planning – Planning sustainable destinations and regions.

Unit: VII Tourism in the twenty first century: Contemporary tourism in an uncertain world – Future for tourism – Predicting the change and responding to change.

REFERENCE BOOKS:

1. Contemporary Tourism and Hospitality, Jitendra Sharma2. Contemporary issue in Tourism Development, Editor Douglas G.Pearce, Richard W Butter3. Contemporary Tourism By Chris Cooper and Co Michael Hall, Elsevier Publications

MBA M08 308

ASSET AND RISK MANAGEMENT FOR HOTELS

Objectives: To understand the Principles of Asset Management for Hotels To be able to apply Asset Management in practice

Unit I : Introduction : Process – Creating a plan – Investing in Global Economy

Unit II : Management Contracts & Financing: Terms & Trends – Negotiating in Contracts – Owner – Manager – Company Relationship evaluating Franchise & Chain Affiliations.

Unit III : Bench Marking & Financial Analysis : Frame work – Bench Marking Revenue Expenses - Comparative Analysis

Unit IV : Hotel Investment Decision: Buy – hold and sell

Unit V : Planning & Managing Capital Expenditure : Defining Capital expenditure – Asset Manager – Property Maintenance – Annual Budget – Capital expenditure Model.

Unit VI : Quantitative Risk Analysis : Importance – Definition – Risk / Return Relationship – Analysis Techniques – Case Studies

Unit VII : Information Technology : Importance – Change – costs – to invest or not to invest – approaches to IT investments – criteria for selection – allocation of resources – assessing risk – measuring contributions

Unit VIII : Case Studies

Suggested Readings:

1. William P. Andrew & Raymond S. Schmidgall: Financial Management for the Hospitality Industry (AHLA)

2. Lori E. Raleigh & Rachel J. Roginsky: Hotel Investments Issues & Perspectives (AHMA – Educational Institute)

3. Paul Beals & Greg Denton: Hotel Asset Management Principles & Practices (AHLA)

MBA M08 309FOREIGN LANGUAGE : FRENCH : LEVEL II

(INTERNAL)

OBJECTIVES

To use the acquired language skills [written/spoken forms] To build on the competency acquired in previous semester

CONTENTSAIRPORT - TRAVEL / TOURIST INFORMATION - RESTAURANT - HOTEL – ACCOMMODATION -GIVING DIRECTIONS - BOOKINGS / RESERVATIONS - FOOD – CULTURES - MEANS OF TRANSPORT - MARKETS – MONEY- TELEPHONIC COMMUNICATION

REFERENCE BOOKS:1. Bon voyage2. A votre service 13. Le Français de l’hotellerie et de la restauration4. Le Français du tourism

FOREIGN LANGUAGE : GERMAN: LEVEL II

CONTENTS:AIRPORT - TRAVEL / TOURIST INFORMATION - RESTAURANT - HOTEL – ACCOMMODATION -GIVING DIRECTIONS - BOOKINGS / RESERVATIONS - FOOD – CULTURES - MEANS OF TRANSPORT - MARKETS – MONEY- TELEPHONIC COMMUNICATION

REFERENCE BOOKS: 1. Deutsch in 30 tagen

2. German – how to speak and write it3. Teach yourself series – German4. Moment mal5. Deutsch als Fremdsprache

FOREIGN LANGUAGE : SPANISH: LEVEL II

CONTENTS:AIRPORT - TRAVEL / TOURIST INFORMATION - RESTAURANT - HOTEL – ACCOMMODATION -GIVING DIRECTIONS - BOOKINGS / RESERVATIONS - FOOD – CULTURES - MEANS OF TRANSPORT - MARKETS – MONEY- TELEPHONIC COMMUNICATION

REFERENCE BOOKS: 1. Intercambio 1 – Libro del alumno (Difusion)

MBA M08 401

RETAIL MANAGEMENT

Objective

The objective of this course is to develop both theoretical and practical understanding to the various concepts of retail management.

Unit I: Introduction to Retailing: Definition, concepts and evolution of retail management, economic significance of retailing, marketing concept of retailing, emerging trends in retail management, Indian Retail Scenario.

Unit II: Retail Business Formats: Resource planning, positioning, store based formats, non-store formats, ownership formats, management formats, buyer- market research, identification and acquisition of retail space.

Unit III: Supply Chain Management: Introduction to SCM – Conceptual Model – Demand, Planning and Forecasting – Operations Management in SCM – Procurement Management and Logistics Management

Unit IV: Merchandise Planning and Inventory Management: Buying Systems and formats, retail assortment strategies, identifying and managing vendors, developing cost-effective supply chain, determining inventory levels, order processing, transportation and warehousing.

Unit V: Pricing and Store Equity: Pricing forms, implications of pricing in Retailing, concept of store brand equity, identifying and managing elements of branding a store.

Unit VI: In store experience: Implications of in-store ambience and facilities, store layout, location of products, managing front office, store.

Unit VII: Store Organization: Organization structure, staff selection, training and Development, Outsourcing activities – Pros and Cons

Unit VIII: Case Studies

SUGGESTING READINGS:

1. Retail Management, Oxford Press (2005) – Chetan Bajaj, Rajnish Tuli, Nidhi Shrivastava,2. Global Retailing, Gary G. Hamilton, University of Washington, Seattle.3. Philip Kotler, Marketing Principles4. Fred Luthans, International Management; Culture, strategy and behavior

MBA M08 402RESORT MANAGEMENT

OBJECTIVES:

To describe the nature & appeal of resorts To be able to plan resort facilities To understand resort operations and management

Unit I : Introduction – Resort concepts – characteristics – future – Resort history

Unit II : Planning & Development – Special consideration – investments – social impacts – economic – environmental impacts the planning process – planning facilities – recreational activities.

Unit III : Personnel organization and Human Relations – Process – Structure – Managers as leaders – labour force – wages & salary administration – employer productivity – employee relations – laws.

Unit IV : Rooms Divisional – Reservations – Reception – Computerization – guest relations - Guest activity and services.

Unit V : Housekeeping & Laundry & Public Area Management – Housekeeping laundry, dry cleaning operations, ground maintenance – operations management – rest – rooms services – banquets.

Unit VI : Back office management – plant engineering & maintenance energy conservation, accounting, purchasing.

Unit VII : Security safety & risk Management – developing a program – safety – crises management – risk management.

Unit VIII : Resort Marketing & Finance – Marketing & sales promotion – resort investment – retrospect’s & prospective

REFERENCE BOOKS

1. Chuch Y- Gee: Resort Development & Management: AHLA – EI2. Robert Christie Mill: Resort Management & Operations: John Wiley & Sons inc.3. Contemporary Club Management; # 00313CSB01; ISBN 0-86612-168-4  

Softbound Edited by: Joe Perdue for the Club Managers Association of America4. Case Studies in Club Management # 00603TXT01 - 00603TIG01 (Instructor Version);

ISBN 0-86612-167-6  

MBA M08 403CRUISE MANAGEMENT

OBJECTIVES:

To know about cruises as a Tourism opportunityTo market and manage cruises successfully

CONTENTS:

Unit: I History of Cruises.

Unit: II Cruise Management Overview : Floating Resorts - Fastest growing excursionist category - Reasons - Routes - Places – Lines – Trends.

Unit: III Marketing of Cruises: Demand / Supply - Offers - Packages - Tie-ups -Returns - Freight - Passengers.

Unit: IV Cruise Management: On-board (Facilities - Providing - OperatingMaintenance).

Unit: V Cruise Management (Contd): Off-board (Route-Berth-Documents).

Unit: VI Challenges in Cruise Management: Nationality issues (ship / passenger / goods)-Environmental standards - Local problems - Cost: Benefit Trade-off.

Unit: VII Cruise Management in India – Cruise Liners to Andamans and Lakshadweep

Unit: VIII Study of functioning of a world-class cruise-liner (eg. Queen Elizabeth).

REFERENCE BOOKS:

1. Christopher Halloway: The Business of Tourism (Prentice Hall)2. Kamra & Chand: Basics of Tourism – Theory, Operation & Practice (Kanishka)3. Michael Hall & Stephen J Page: The Geography of Tourism & Recreation (Routledge)

MBA M08 404

RECREATION AND ADVENTURE TOURISM

OBJECTIVES:

To gain awareness about the needs and forms of recreation and adventures To organise recreational and adventure tours To know the human-wildlife symbioses To promote safe, sustainable wildlife tourism

CONTENTS:

Unit: I Introduction: Definition of Recreation - Kinds - Importance; Parks/Sanctuaries; Concepts-Norms - Issues - Compulsions - Notifications - Places - Seasonalities.

Unit: II Island Tourism: Types and forms - Distribution - Importantsites - environmental issues & risks. The Tsunami experience.

Unit: III Beach Tourism in India and abroad.

Unit: IV Land & Water Based Adventure Tourism: Mountaineering - Games - Water Sports; Environmental issues – risks.

Unit: V Resort Management: History – Types – Segments of the market – Mountain based and water based resorts – Development and management of recreational amenities.

Unit VI Theme Parks – Categories and Management.

Unit: VII Study of a leading time share – Resort organization (eg. Mahindra Holidays).

Unit: VIII Case studies.

REFERENCE BOOKS:

1. Ryan: Recreational Tourism (Routledge)2. Michael Hall & Stephen J Page: The Geography of Tourism and Recreation (Routledge)3. Pigram: Outdoor Recreation & Resource Management (Croom Helm)4. David Weaver: Eco-Tourism (Wiley)5. Christopher Holloway: The Business of Tourism (Prentice Hall)6. Robert Christie Mill: Resorts Management and Operations (Wiley)7. Kumar: Coastal Tourism & Environment8. Sethi: Handbook of Leisure & Tourism (Deep & Deep)9. R.S.Bisht: National Parks of India (Pub.Div.I&B Ministry)10. Wildlife (Protection Act), (Natraj Pub.,)11. Resort Management (AHLA)

MBA M08 405ECO TOURISM AND SUSTAINABLE TOURISM

Objectives:o To focus on existing Food chains and their impact on environmento To understand the dynamics of eco tourismo To know policies and framework pertaining to eco tourism

Unit I : Eco-Tourism: Definition – Eco-Tourism as a form of tourism – Eco-Tourism in the context of other form of tourism.

Unit II : Eco-Tourism Environments – Public protected areas – IUCN categories –

Marine protected areas – Private protected areas – modified spaces and Eco-Tourism.

Unit III : Impacts of Eco-Tourism: Environmental impacts – Economic impacts and socio-cultural impacts.

Unit IV : Eco-Tourism as a business: Eco-Tourism industry – stake holders in Eco-Tourism – Business planning – Business sectors – Product interpretation and quality control.

Unit V : External environments of Eco-Tourism – Interaction between Eco-Tourism and Conventional mass tourism – Recreation hunting and Fishing – Impact of non-recreational hunting and fishing. Forestry and mining – Govt. policies and Eco-Tourism – Natural Systems that can effect Eco-Tourism – Threats to an Eco-Tourism Destination.

Unit IV : Emerging markets of Eco-Tourism – Paradigms and shifts – Environmental movement – green consumers and travelers – Eco-Tourist market segmentation – size and growth of Eco-Tourism market.

Unit VII : Organization and Policies: Eco-Tourism organizations – TIES – EAA – National and sub-national organizations – The Toledo Eco-Tourism organization – NGO’s and Govt. – Eco-Tourism Policy and plans – Australian strategies for Eco-Tourism.

Unit VIII : Selected Environments and Eco-Tourism activities: Whole watching – Islands – SISDOS – Polar environments – indigenous territories.

SUGGESTED READINGS:

1. David Weaver: Eco-Tourism, John Wiley & Sons Australia, Singapore, 20012. D.B. Weaver (Ed): Encyclopedia of Eco-Tourism, CAB International, UK, Walling ford, 20013. D. Fennell, D., Eco-Tourism: An Introduction, Rontledge, London, 1999.