2023-10-27 18:58:10
PART 1. MASTER IN REVENUE MANAGEMENT
MODULE 1. COMMERCIAL SHARES AND RESERVES
TRAINING UNIT 1. MANAGEMENT OF ROOM RESERVATIONS AND OTHER ACCOMMODATION SERVICES
DIDACTIC UNIT 1. MANAGEMENT OF ROOM RESERVATIONS AND ACCOMMODATION SERVICES
1. Treatment and analysis of the state of reserves.
2. Procedures for reception, acceptance, confirmation, modification and cancellation of reservations.
3. Use of specific reservation computer programs.
4. Issuance of reports or lists. The rooming list.
5. Legislation on reserves. The figure of Overbooking.
TRAINING UNIT 2. DESIGN AND EXECUTION OF COMMERCIAL ACTIONS IN ACCOMMODATIONS
DIDACTIC UNIT 1. THE NATIONAL AND INTERNATIONAL TOURISM MARKET
1. Differentiation of the component elements of national and international tourism supply and demand.
2. Quantitative and qualitative analysis of the hospitality and tourism sector.
3. Analysis of the structure of the tourism and hospitality markets. Main sending and receiving markets.
4. Specialties of the tourism market related to the accommodation subsector.
5. Identification of the main sources of tourist information.
DIDACTIC UNIT 2. SEGMENTATION AND TYPOLOGY OF TOURIST DEMAND
1. Identification and classification of human needs.
2. Secondary primary motivations.
3. Analysis of the behavior of consumers or users in services of a tourist nature.
4. Segments and niches in tourism demand.
5. Segmentation and demand profiles.
6. Typology of demand depending on the type of trip:
• Demand for organized trips or tourist packages.
• Demand for semi-organized and individual trips.
7. Tourist destinations facing demand
• Established destinations.
• Emerging destinations.
8. The differential facts.
9. The economic, political and social conditions
• The price factor in tourist products.
• Macroeconomic factors in tourist motivations.
• Sociocultural and demographic factors in tourism demand.
DIDACTIC UNIT 3. APPLICATION OF MARKETING IN HOSPITALITY AND TOURISM
1. Management of the basic concepts of the market economy.
2. Determination of procedures for market study: analysis of information sources, research methods and their application in hospitality and tourism.
3. Verification of the evolution of commercial transaction habits and procedures.
4. Analysis and argumentation of the evolution of the marketing concept since its beginnings.
Marketing Service.
5. Differentiation of the basic variables or factors of the market and tourism marketing.
6. Plan de marketing:
• Elements that constitute it.
• Preparation phases.
• Preparation of a communication/promotion plan.
DIDACTIC UNIT 4. APPLICATION OF THE COMMERCIAL ACTION PLAN
1. CRM: Customer Relationship Management.
2. Marketing tradicional versus marketing relacional.
3. Link between the Marketing Plan and the Commercial Action Plan
• Transfer of marketing objectives to commercial objectives.
• Cascade method.
• Commercial actions linked to marketing objectives.
4. Planning of commercial actions.
5. The sales plan: preparation and control.
DIDACTIC UNIT 5. APPLICATION OF SALES TECHNIQUES TO COMMERCIAL ACTIONS AND RESERVATIONS IN ACCOMMODATIONS
1. Initial contact:
• Objectives of the initial contact.
• The importance of first impressions.
• How to convey a professional image.
2. The survey: how to detect customer needs.
• The different types of clients.
• Purchase motivations.
• Approach to sales according to motivations.
3. The argument: how to present the products effectively.
• Features, benefits and arguments of the products/services.
• Arguments based on the client’s motivations.
4. Objections: how to overcome customer resistance.
• Attitudes towards objections.
• The treatment of objections.
• Techniques for overcoming objections.
5. Closing the operation: how to achieve customer commitment.
• Necessary attitudes towards closure.
• Detection of closing opportunities.
• Types of closures.
• Closing techniques depending on the situation and typology of the client.
• Commitment to the client.
6. Personalized sale.
• Client typology: personalized attention. How to adapt and complement customer behaviors.
• The profile of the contact people.
• Dealing with difficult clients.
7. Application to practical cases.
• Exercises and simulations of practical cases.
DIDACTIC UNIT 6. APPLICATION OF NEGOTIATION TO COMMERCIAL ACTIONS AND RESERVATIONS IN ACCOMMODATIONS
1. Negotiation concept
• Negotiation by principles and negotiation by concessions.
• Negotiable conflicts and non-negotiable conflicts.
2. Analysis and preparation of the negotiation.
• Determining factors: Information,
Time and Power.
• Analysis of influences on decision making.
3. The profitability of the negotiation.
• The price-volume dilemma.
• Consequences of granting discounts
4. The exchange of information.
• Communication as a negotiating tool.
• Strengthen the power of conviction: structuring with arguments.
5. The exchange of concessions and compensations.
• The golden rules for negotiating.
• Table of alternative options.
6. Closing of the negotiation.
• How and when to cause closure.
• Closing techniques.
TRAINING UNIT 3. COMMUNICATION AND CUSTOMER SERVICE IN HOSPITALITY AND TOURISM
DIDACTIC UNIT 1. COMMUNICATION APPLIED TO HOSPITALITY AND TOURISM
1. Optimal communication in customer service.
• Barriers that make communication difficult.
• Communicate effectively in difficult situations.
• Verbal language: words and expressions
to use and avoid.
• Non-verbal language: gestural expression,
facial y vocal.
• Attitudes in difficult situations:
• Self-control.
• Empathy.
• Assertiveness.
• Exercises and practical cases.
2. Association of communication techniques with types
most common demand.
3. Resolution of communication problems.
4. Analysis of communication characteristics
telephone and telematics.
DIDACTIC UNIT 2. CUSTOMER SERVICE IN HOSPITALITY AND TOURISM
1. Customer classification
• Personality typologies.
• Typologies of attitudes.
• Integrated approach.
• Typologies of difficult clients and their
treatment.
2. Personalized attention
• Customer service.
• Customer orientation.
• Harmonize and redirect clients in
difficult situations.
3. The treatment of difficult situations.
• The new perspective of complaints and claims.
• How to transform situations of dissatisfaction with the service into customers satisfied with the company.
• Type of claims.
• Attitude towards complaints or claims.
• Treatment of claims.
4. The protection of consumers and users: regulations applicable in Spain and the European Union.
PART 2. MASTER IN TOURISM MARKETING
DIDACTIC UNIT 1. ANALYSIS OF TOURIST DEMAND
1. Basic concepts about demand
2. Analysis of tourism demand
• Demand classification
• International and national tourist demand
3. Guidelines for investigating travel demand
• Sources and techniques for collecting information
• Factors that determine the evolution of tourism demand
• Basic parameters of the research
4. Segmentation of tourism demand
DIDACTIC UNIT 2. DEMAND AND TOURISM MARKET
1. The tourist environment
2. Consequences of tourism demand
3. Market demand
4. Demand: action plan
5. Market segmentation process
DIDACTIC UNIT 3. INTRODUCTION TO THE TOURISM OFFER
1. Introduction
2. Classification of the tourist offer
3. Components of the tourist offer
4. Supply and demand: competitiveness
DIDACTIC UNIT 4. MARKETING IN TRAVEL AGENCIES
1. Definition
2. Marketing benefits for the Travel Agency
3. Proceso de marketing y marketing management
• Marketing process
• Marketing management
4. Marketing and tourist activity
5. Strategic planning of Travel Agencies
DIDACTIC UNIT 5. MARKETING AND TOURISM MARKET
1. The tourist market
2. Market research
• Tourism research
• Market segmentation
3. Market policy
4. The tourism product
5. The tourist consumer
6. Motivation analysis
• Motivation techniques
• Motivational research
DIDACTIC UNIT 6. MARKETING MANAGEMENT IN TRAVEL AGENCIES
1. Function of marketing in the company
2. Marketing management of Travel Agencies
• The functions of the marketing director
• Marketing direction and plan
3. The marketing director as strategist
4. Management objectives
DIDACTIC UNIT 7. THE MARKETING PLAN
1. Definition and advantages
2. Plan features
• The mission and culture of the company
• Preparation of the plan
3. Structure of the marketing plan in Travel Agencies
4. Stages to develop a marketing plan
• Analysis of the situation
• Diagnosis of the situation
• Definition of objectives
• Strategies
• Action plans and budgets
• Plan control
5. The sales promotion plan in Travel Agencies
DIDACTIC UNIT 8. ADVERTISING IN TRAVEL AGENCIES
1. Marketing of the tourism product
2. Marketing of the tourism product in Travel Agencies
• Commercial competition
• Prices and commercial conditions
3. Product distribution
4. Image and advertising
• Image of the Travel Agency
• Travel Agency Advertising
5. Advertising and direct marketing
DIDACTIC UNIT 9. COMMUNICATION: MARKETING AND NEW TECHNOLOGIES
1. Definition and basic concepts
2. Communication address
3. Strategic communication plan
4. Cyber marketing and advertising
• E-Communication
• E-mail marketing
5. Communication of tourist destinations
#Master #revenue #management #master #blended #tourism #marketing #Madrid #INENKA #BUSINESS #SCHOOL