Luxury Hospitality and Product Management

This “Principles of Luxury Hospitality” module aims to provide students with an in-depth understanding of the fundamental principles underlying the luxury hospitality industry.

The “Luxury Branding, Marketing & Product Development” module focuses on the luxury industry and its particularities in terms of branding, marketing and product development.
Students will learn the skills needed to create, position and promote a luxury brand.
They will understand the key concepts of branding, added value and brand strategy in the luxury industry.
In addition, students will gain an in-depth understanding of the product development process in the luxury sector, from design and production to marketing and distribution.
This module will enable students to explore the specific challenges faced by luxury brands and develop the skills essential for success in this competitive field. Competence / module objectives On successful completion of this module, students will be able to

• Conceptualize and implement a branding strategy for a luxury brand, using advanced differentiation and positioning techniques.
• Analyze and assess trends in the luxury goods market to identify opportunities for developing unique, attractive products that meet customers’ needs and desires.
• Design, manage and execute creative and effective marketing initiatives that build awareness of the luxury brand and stimulate demand in the international marketplace.

The “Personalization and Luxury Service Experience” module focuses on personalization and the luxury service experience in hospitality and luxury goods management.
Students learn different techniques and approaches to personalizing services and delivering an exceptional luxury customer experience.
They also study the importance of understanding individual customer needs in order to create memorable experiences.
The module explores topics such as customer segmentation, preference management, creating personalized recommendations and managing complaints in depth.
Students acquire the skills needed to anticipate and exceed customer expectations, and to offer a distinctive and exclusive luxury service. Competence / module objectives On successful completion of this module, students will be able to

• Analyze and assess individual customer needs using segmentation techniques to create customized luxury service experiences.
• Create and implement personalized recommendations based on an in-depth understanding of customer preferences, trends and luxury industry standards.
• Proactively resolve customer complaints and issues using advanced conflict management and communication skills to maintain a positive, seamless luxury service experience.

The “Content & Social Media for the Luxury Industry” module is specially designed to address the particularities of marketing in the luxury industry.
Learners will develop the skills and knowledge needed to develop and implement effective digital marketing strategies, with a particular focus on social media and content.
The approach takes into account the unique dynamics of the luxury industry, recognizing that it requires a different approach to traditional environments.
Students will learn to target specific objectives, high-end audiences and appropriate platforms for each digital campaign, highlighting the distinctive characteristics of the luxury industry.
In addition to acquiring practical skills for managing social media accounts, creating engaging content and implementing online advertising strategies, learners will also explore best practices specific to the luxury sector and the latest tools used in the industry.
This module will enable participants to effectively apply this knowledge and skills to achieve successful digital marketing results in the luxury sector. Competence / module objectives On successful completion of this module, students will be able to

• Develop digital marketing strategies by accurately identifying objectives, high-end target audiences and appropriate platforms in the luxury context.
• Master the skills required to create, manage and develop exclusive, luxury-oriented social media accounts for their marketing campaigns.
• Analyze data and use available tools strategically to optimize the performance of their digital marketing and social media management campaigns, taking into account the specific requirements of the luxury market.

In the “Understanding the Luxury Consumer” module, students will plunge into the captivating world of consumers of luxury products and services. They will have the opportunity to explore in depth the characteristics, motivations and behaviors of this high-end clientele. Through in-depth analysis, they will be able to identify and understand the unique needs and expectations of these demanding consumers. Concrete examples and case studies will give them the knowledge they need to build lasting relationships with luxury consumers and increase customer loyalty to a product or service. This module will provide students with the tools and knowledge to better understand and serve the tastes and expectations of today’s luxury consumers.”
Competence / module objectives On successful completion of this module, students will be able to

• Analyze the characteristics and behaviors of luxury goods consumers to determine their main motivations and the factors that influence their purchasing decisions.
• Evaluate the specific needs and expectations of luxury goods consumers in order to design and propose appropriate offers that maximize their satisfaction and brand loyalty.
• Develop lasting relationships with luxury consumers by integrating theoretical knowledge and practical examples to create customer loyalty strategies and strengthen brand commitment.

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Service Excellence & Experience Design’ is an interdisciplinary module that focuses on the central role of the customer as user and the user experience in service innovation, and considers all stakeholders in optimizing the service process and operational structure.
Consequently, the framework of Service Scape, Service Excellence, Operations Management, Systems Analysis and Quality Management is used to explore a number of current issues in the hospitality sector.
Today’s customer, who travels globally and has experienced service in culturally diverse environments, demands authentic service experiences that reflect a sense of place.
This growing importance of service, coupled with rising consumer expectations, challenges hotel and restaurant managers to understand and predict consumer behavior, and then to innovate or rethink the service experience.
An innovative service and experience design strategy can set one provider apart from another and give it a competitive edge. Competence / module objectives On successful completion of this module, students will be able to

• Evaluate and apply service experience concepts in international hotels and restaurants, and develop service creation strategies to effectively meet customer expectations.
• Create added value where it is obvious and most important, thus optimizing the perceived quality/price ratio.
• Implement a quality strategy and optimize the effectiveness and efficiency of processes to achieve a consistently high level of service.

The “Innovation, Creativity & Global Trends” module covers a range of key hospitality concepts, focusing on innovation, creativity and international trends.
In an increasingly competitive world, it is essential for companies in the hospitality industry to stay abreast of the latest trends and adopt an innovative approach to stand out from the competition.
It explores the different facets of innovation and creativity in a global context, examining how these elements influence the hospitality industry.
By focusing on global trends, this module enables students to gain an in-depth understanding of current and future developments shaping the hospitality sector, and explore how they can be applied to create unique and innovative experiences. Competence / module objectives On successful completion of this module, students will be able to

• Analyze various global trends and innovations in the hospitality industry to identify opportunities for differentiation and competitiveness.
• Assess the impact of creativity and innovation on the hospitality industry, taking into account current and emerging developments.
• Apply knowledge of global trends and innovative approaches to develop unique and innovative experiences.

This module aims to provide students with the essential financial management skills needed to make informed decisions in a business context.
It focuses on understanding and analyzing financial statements, such as the balance sheet, income statement and cash flow statement, to assess a company’s financial performance.
Students will learn how to interpret this financial information, establish appropriate budgets and effectively manage the company’s cash flow.
Using this financial knowledge, they will be able to make informed decisions on issues such as investments, working capital management, and assessing financial risks and opportunities.
This module will help students develop a solid understanding of the financial fundamentals needed to make strategic decisions in the business context. Competence / module objectives On successful completion of this module, students will be able to

• Analyze financial statements and assess a company’s financial performance, taking into account key indicators such as liquidity, profitability and solvency.
• Develop and implement effective budgeting strategies to optimize financial resources and ensure the company’s overall financial stability.
• Evaluate investment opportunities based on financial data and make informed decisions to maximize returns and mitigate financial risks for the company.

The “CSR (Business Ethics and Social Responsibility)” module explores the principles and practices of business ethics and corporate social responsibility.
It examines the importance of corporate social responsibility (CSR) in today’s economic and social context.
Students will have the opportunity to understand the fundamental principles of business ethics, such as transparency, integrity, and sustainability.
In addition, they will explore the different aspects of CSR and its impacts on stakeholders, the environment, communities, and society in general.
The module also provides tools and methods for measuring and evaluating CSR practices, as well as case studies of real companies and their CSR initiatives. Module skills / objectives On successful completion of this module, students will be able to

• Understand the fundamental principles of business ethics and how they apply to everyday business practices.

• Explore and apply the different dimensions of corporate social responsibility (CSR) and its impact on stakeholders, the environment and communities.
• Use tools and methods to assess companies’ CSR practices and identify potential areas for improvement.

The Digital Marketing & Social Media Strategies module is designed to provide learners with the knowledge and skills to develop and execute effective digital marketing strategies, with a particular focus on social media.
Students will learn to identify the objectives, target audiences and appropriate platforms for each digital marketing campaign.
They will also acquire practical skills to create and manage social media accounts, develop engaging content, implement online advertising strategies, and analyze data to optimize campaign performance.
This module will also provide an in-depth understanding of best practice in digital marketing and social media management, as well as current tools and techniques used in the industry.
Learners will be able to apply this knowledge and skills to achieve successful digital marketing results. Competence / module objectives On successful completion of this module, students will be able to

• Analyze emerging trends in the hospitality industry
• Develop digital marketing strategies by effectively identifying objectives, target audiences and appropriate platforms.
• Master the skills needed to create, manage and develop social media accounts relevant to their marketing campaigns.
• Analyze data and use available tools to optimize the performance of their digital marketing and social media management campaigns.

The Final Business Project is an interdisciplinary, independent individual study that constitutes the complete stage of the postgraduate program in the context of the hospitality industry and the specialization targeted by the program.
The work takes the form of a business project with a real case or a feasibility study of a fictitious business project.
The overall aim of this module is to enable students to identify, articulate and evidence learning and development in the hospitality industry workplace and in the context of their program specialization undertaken.
These include application, assimilation, attitude, problem identification and response.
Throughout the module, students will work towards acquiring essential business knowledge and transferable skills, which will enable them to provide relevant recommendations in relation to their business project and potential key issues facing organizations within their specific sectors.
This process-oriented module will enable students to illustrate their ability to analyze complex data from a variety of primary and secondary sources to produce a sound business case and recommendations for management on what needs to be undertaken to produce successful and achievable objectives.
The module draws on skills from several modules which are assessed in the same way with this important individual piece of work.
It is expected to include a full and detailed account and analysis of the processes and procedures implemented. Competence / module objectives On successful completion of this module, students will be able to

• Undertake a significant amount of independent research and present a thoughtful analysis of the findings, including their application in customer-centric delivery.
• Identify, analyze and critically evaluate a hospital organization’s functional capabilities and specific specialization to answer key business questions.
• Critically evaluate the business management response in constructing an appropriate analytical proposal for a business project on a problem based on the service sector incorporating the theme of specialization.

The Final Business Project gives you the opportunity to put everything you’ve learned in the program into practice by tackling a real or fictional challenge in the hospitality industry.

This module is the pinnacle of your learning path, consolidating your preparation to make a significant difference in your professional career.