Experience BARCELONA INTERNATIONAL … ·  · 2017-10-06Business Development Strategies Fundamentals of Research in Tourism ... Development in the Tourism Industry Market Research

INTERNATIONALPROGRAMS2017/18

Experience BARCELONA

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CETT-UBCETT-UB is the University of Barcelona’s School of Tourism, Hospitality and Gastronomy

and an international center dedicated to education, research, and knowledge transfer.

In the more than forty years of its existence, CETT-UB has become an international reference

of academic excellence and professional services in the fields of Tourism, Hospitality and

Gastronomy. The institution actively participates in the sustainable development of the

industry, contributing through education, research, innovation and expert knowledge,

highly focused on the personal and professional growth of all who form part of it.

The innovative educational model developed by CETT-UB is an important reference

within the European Higher Education Area (EHEA) and provides a variety of levels of

higher education: undergraduate degrees - associate’s and bachelor’s, master’s degrees,

continuing education for professionals, customized courses for educational institutions

and companies, and study abroad programs for international students. Expert training

through internships can be acquired by forming part of the business units of CETT-UB:

4-Star Hotel Alimara, Àgora BCN International Student Residence, CETT Consulting Firm,

Viatges Century Travel Agency, and Barcelona Academic Services.

10 Reasons to choose CETT-UB 1 Highly specialized in Tourism, Hospitality and Gastronomy

2 Affiliation to one of the oldest universities in Europe

3 Close collaboration with leading experts in the industry

4 State-of-the-art facilities

5 Intercultural environment

6 Available package deals: classes + on campus housing

7 Flexible student-oriented teaching model

8 Facilitated job placement and practical training

9 Official diploma or certificate with a transcript for easy credit transfer

10 Located in Barcelona, one of the world’s leading tourism, economic and cultural centers!

- State-of-the-art classrooms- Fully equipped training kitchens- Demo kitchen classrooms- All senses classroom- A training restaurant and coffee shop open to the public- Sommelier classrooms- Conference rooms and halls- Hotel Alimara****- Àgora BCN International Student Residence Hall- Free WIFI on campus- Resource center

CAMPUS CETT-UB

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CETT-UB has a clear international commitment and as it is located in one of the most dynamic and innovative European cities, it continuously strives to bring the cosmopolitan

spirit of Barcelona into the classroom. The university’s international student body is composed of more than 48 nationalities, bringing diversity and varying perspectives to

classroom discussions and projects.

Group activities and visits are organized to ensure students’ quick adaptation and integration into the Spanish and Catalan society, as well as to increment their intercultural awareness.

ACADEMICSCETT-UB offers a variety of levels of higher education:

Undergraduate Degrees

Graduate Degrees

Continuing Education

Professional Training

Undergraduate and Graduate International Programs

The specializations of the university are Tourism, Hospitality,

and Gastronomy; however, more general tracks of studies such

as Business, Economics, Arts, Languages, Humanities, and

Mediterranean Studies are also available. Programs are delivered

in close collaboration with professors from the University of

Barcelona and professional experts from the industry.

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International Commitment

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PROGRAM

Semester Studies with Locals, Business Track

Semester Studies with Locals, Hospitality Management Track

Semester Studies with Locals, Tourism Management Track

Spanish Language

Food Culture and Culinary Arts in the Mediterranean

Marketing of Services: Successful Sales Management

Cultural and Urban Trends in a Global Environment

Events Management

Development of Professional Skills and Competencies

New Trends in Gastronomy and Cooking

Innovative Design Concepts for Services in Gastronomy and Culinary Businesses

Design & Management of Tourism Heritage Sites

Sports Management: Entrepreneurship Approach

Experience Management

Design & Management of Tourism Heritage Sites

Strategic Marketing in Gastronomy-Related Businesses

Cultural and Urban Trends in a Global Environment

Accommodation

Faculty-led & Custom Programs

Complementary Services

TYPE

Semester

Semester

Semester

Semester

Semester

Summer School

Summer School

Summer School

Summer School

Summer School

Summer School

Summer School

Summer School

Winter School

Winter School

Winter School

Winter School

Services

Services

Services

DATES

Fall/ Spring

Fall/ Spring

Fall/ Spring

Fall/ Spring

Fall/ Spring

July

July

July

July

July

July

July

July

January

January

January

January

PAGE

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8

10

11

12-13

15

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27

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29

30

32-33

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INTERNATIONAL PROGRAMS

Spring: January Fall: September

Spring: May Fall: December

November 30 June 30

June / January

24/30 ECTS

Start

End

Application Deadline

Transcript Release

Credits

SEMESTER STUDIES

WITH LOCALSDue to their four month length, the integrated Fall & Spring

Semester Programs are by far the most popular option among

international students. During this program students have

enough time to get used to a different way of teaching, gain

a better understanding of the host culture, integrate well into

the university environment as well as within the city itself,

and travel to various places of interest across Europe.

Students are fully immersed into the classroom with local

students that are working toward their Bachelor’s Degree

in Tourism. There are currently three tracks available for

international students: Business, Hospitality Management

and Tourism Management, and Tourism, and students are

welcome to select a combination of courses from any of the

tracks in order to suit their educational needs.

Most courses in the three tracks offered to international

students are instructed in English, while others are taught

in Spanish, especially those related to socio-cultural issues.

Students taking courses in Spanish or English must show

proof of acquiring a minimum level of B2 CEFR.

All tracks may be supplemented by the optional course of

Spanish Language. Courses in other languages can also be

organized upon request.

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BUSINESS Track Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.

Courses are subject to change.

Course Title

Business Expansion: Strategies and Models in Tourism Enterprises

Customer Relationship Management and Public Relations

e-Marketing in the Hospitality Industry

Economic and Financial Management in Tourism Companies

Economics in Tourism

Emerging Markets in Tourism and Keys to Competitive Success

Entrepreneurship & Innovation: Business Development Strategies

Fundamentals of Research in Tourism

International Hospitality Management

Law in Tourism

Leadership & Entrepreneurial Development in the Tourism Industry

Market Research

Product Development for Heritage Tourism

Protocol & Events Management

Revenue Management

Strategic and Operational Marketing

Strategic Planning and Financial Management

Tourism Marketing and Communication

Tourism Project Management

ContactHours

30

30

30

60

60

30

30

60

30

60

60

60

30

30

30

60

60

60

60

ECTS

3

3

3

6

6

3

3

6

3

6

6

6

3

3

3

6

6

6

6

Language

Spanish

English

English

English/Spanish

English/Spanish

English

English

English/Spanish

English

English

English/Spanish

English/Spanish

English/Spanish

English

English/Spanish

English/Spanish

English

English/Spanish

English

Prerequisites

Accommodation Management

Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.

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HOSPITALITY MANAGEMENT Track

Courses are subject to change.

ECTS

6

3

6

3

3

3

6

3

3

3

6

6

6

3

3

3

6

3

ContactHours

60

30

60

30

30

30

60

30

30

30

60

60

60

30

30

30

60

30

Course Title

Accommodation Management

Catering in Events Management

Catering Management

Customer Relationship Management and Public Relations

e-Marketing in the Hospitality Industry

Emerging Markets in Tourism and Keys to Competitive Success

Fundamentals of Research in Tourism

Gastronomy

Hotel Organization

International Hospitality Management

Introduction to Tourism and Hospitality Management

Leadership & Entrepreneurial Development in the Tourism Industry

Organization and Human Resources Management in Tourism Companies

Protocol and Events Management

Real Estate Management in Tourism

Sales Management in the Hospitality Industry

Strategic Planning and Financial Management

Web Design & Management in the Hospitality Industry

Language

English/Spanish

English

English/Spanish

English

English

English

English/Spanish

English/Spanish

English

English

English/Spanish

English/Spanish

English/Spanish

English

English

English

English

Spanish

Prerequisites

Hotel Organization

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SEMESTER AbroadSam King -William Angliss Institute- (Melbourne, Australia)“I have integrated so well that I have made friends not only with international students, but also with the local ones and I’m living like a local now. I really do feel like I’m a part of the University. I feel very welcome here and I really enjoy every single minute.”

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TOURISM MANAGEMENT Track Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.

Courses are subject to change.

Course Title

Accounting in Tourism Companies

Analysis of Tourist Destinations

Cinema and Literature in Tourism

Conference and Event Organization

Enogastronomic Tourism

Fundamentals of Research in Tourism

Gastronomy

Geography and Tourism

Policies in Tourism

SMART Tourist Destinations

Sustainable Management of Tourist Destinations

Tourism and Cultural Heritage

Tourism and Mobility

Tourism Intermediation

Tourism Planning and Development

Tourism Services Companies

ContactHours

60

60

30

30

30

60

30

60

60

30

30

60

60

30

60

60

ECTS

6

6

3

3

3

6

3

6

6

3

3

6

6

3

6

6

Language

English/Spanish

English/Spanish

Spanish

English/Spanish

English

English/Spanish

English/Spanish

English/Spanish

English/Spanish

Spanish

English

English/Spanish

English/Spanish

English

English/Spanish

English/Spanish

Prerequisites

Analysis of Tourist Destinations

SPANISH LANGUAGE

Students may complement their studies in Tourism, Business,

Hospitality and Culinary Arts with the semester-long Spanish Language

course. The course will further their knowledge of the language

and provide them with more tools with which to enhance their

communication while managing life in Barcelona.

Available levels include: Elementary, Intermediate and Advanced,

according to the Common European Framework of References for

Languages (CEFR) and will be determined through a level test.

Placement tests take place online prior to the start of the semester, as

well as an oral interview upon arrival.

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12 ECTS

Spanish

90

Credits

Language

Hours of Instruction

SEMESTERSTUDIES IN CULINARY

ARTSWith regards to the Tourism Industry, gastronomy has become

an asset and a reference over the last few years. At present,

Spain has ascended towards a landmark of global trends,

predominantly thanks to the awareness and leadership of

its chefs. At the same time the food service sector has been

targeting the optimization of its processes and

the intensification of customer loyalty.

The semester-long program of Food Culture and Culinary Arts

in the Mediterranean is specially designed for international

students pursuing a degree in culinary arts as well as for

those pursuing degrees in the social sciences and business.

Course content has been inspired by and extracted from the

Bachelor’s Degree in Culinary and Gastronomic Sciences.

Students will deepen their understanding of food as art,

as well as food as an expression of culture. This hands-on

program allows for students to develop their technical and

theoretical knowledge of gastronomic culture essential for

any professional career in cuisine and an enhancement for

any professional career in the social sciences. Additionally,

students who fulfill the requirements will have the

opportunity to obtain a Certificate in Culinary Arts from

CETT-University of Barcelona.

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Spring: January Fall: September

Spring: May Fall: December

November 30 June 30

June / January

30 ECTS

Start

End

Application Deadline

Transcript Release

Credits

The curriculum for the semester program in culinary arts offers students the opportunity to further their knowledge in the following areas of study.

The course offering is composed of theoretical and hands-on core and elective courses. Students may also obtain the Certificate in Culinary Arts if they so choose.The course breakdown is as follows.

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Food Culture and CulinaryArts in the Mediterranean

6 ECTS

6 ECTS (Hands-on lecture)

6 ECTS (Hands-on lecture)

History of Cooking and Gastronomy

Culinary Techniques and Processes

Production and Tasting of Beverages

GastronomicCulture

CulinaryTechniques

SensoryDevelopment

Tourism, Society and

Business

Compulsory Courses

Gastronomy

6 ECTS (Hands-on lecture)

6 ECTS (Hands-on lecture)

6 ECTS

Traditional Cuisine: from local to global

Sweet Cooking: techniques and formulas

Tourism, Gastronomy and Communication

Elective Courses

Tourism, society and business

3 ECTS

3 ECTS

3 ECTS

12 ECTS

Enogastronomic Tourism

Gastronomy

Experiential Space Design in the Catering Industry

Spanish Language

Any course offered in the Bachelor’s Degree in Tourism

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Certificate in Culinary Arts (30 ECTS)

Culinary Institute of Barcelona by

2 July 20181 July 2019

19 July 2018 / 26 July 201818 July 2019 / 25 July 2019

May 31

Undergraduate StudentsAccreditation of languages: Intermediate Level of English or Spanish depending on the program

Tuition Fee, Visits,Accommodation: double room & full boardOfficial Diploma

4/10 ECTS

English / Spanish

75/90

Courses are subject to change

Start

End

Application Deadline

Eligibility

What’s Included

Credits

Language

Hours of instruction

Remarks

SHORT-TERM PROGRAMS

Offered in summer and winter terms, these 2-4 weeks programs have been

developed in the fields of Business, Tourism, and Hospitality, as well as General

Culture, Sociology and Gastronomy.

Top priority is given to current affairs; all programs include

in-company visits, field trips, and additional training activities.

Programs are instructed in English or Spanish and designed for international students.

At the end of the program students receive an official transcript, which reflects the

courses enrolled, ECTS credits, contact hours, and final grade.

ECTS credits are awarded upon the successful completion of the program.

Customized programs are also available upon request.

Summer School

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Language: English

Courses

Program

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STRATEGIES TO IMPROVE LOYALTY AND REVENUE

Objectives: •Acquiredifferentcommunication techniques in the tourism sector•Practicecommunicationtechniques in the course by designing a communication plan•Introducetheparticipantsto the bases and essentials of the RM techniques and train them in the development of reasoning on key functions (managing demand, price determination, and decision making related to marketing and sales)

Contents:•Branding•Thecommunicationvalue•Corporatecommunication•Communicationchannels•Reputationonline:therole of communication channels influencing customer loyalty •Introduction&RevenueManagement basis•RevenueManagementindicators.

•Electronicdistribution:strategic decisions regarding the choice of appropriate distribution channels•Customercycle

MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION

Objectives:•Contextualizethestrategic plan of a company / a destination •Acquireanddeepenknowledge of distribution channels as part of the marketing mix with a focus on retail trade •Understandtheoverall picture of the distribution, get to know the distribution channels, its characteristics and current trends, address implantation techniques of retail trade and the techniques of merchandising•PresenttheInternetasa distinctive marketing tool to commercialize tourism businesses so as to maximize performance and profits of the hotels. Acquire the key functions to optimize results

Contents:•Marketingofservices•Strategy,themainstep•Internationalmarketing•Keysincommercializationstrategies•Commercializationchannels

Tourism is regarded as one of the key businesses for a vast majority of countries. Its role in the economy forces governments and especially businesses operating in tourism-related fields to continuously rethink their strategies in order to enhance their profitability. In this context, and in order for businesses to maintain their competitiveness, marketing and sales programs are increasingly gaining in importance. Therefore subject areas such as Revenue Management, Communication, Marketing and Sales Management have been further advanced and nowadays represent crucial operation units for enterprises in the tourism business. The program has the intention to successfully lead the participants through the different commercialization paths that are required by the current market situation. The instruments and methods to analyze and develop strategies stand in the center of the lectures so as to provide the necessary tools to adequately react to the need of every market.

Key words: strategy, demand, service, communication, revenue, consumer, distribution channels, price

Marketing of Services: Successful Sales Management

•Forecastinganditsimportance in Revenue Management•CapacityManagement•Pricing

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Language: English

Courses

Program

Examples of professional visits: Official Tourism Office of Catalonia – Catalunya Experience / Barcelona City Hall

•Smartscities,managingthe future•Smartdestinationpillars:economy, governance, quality of life, people, environment and mobility•Innovationandtechnology applied to the new social model

URBAN TRENDS IN SMART CITIES

Objectives: •Showtheimportanceofsocial movement and social networks •Identifyurbaneventsasacatalysts of tourism•Showhowinnovationand technology affect the development of a destination•Discoverhowtomanagea smart destination

Contents: •Citylifewhatmakesit attractive and major tourism destination•Socialmovementsandconsumer behavior•Consumerismintheurban paradise •Majoreventsascatalystsin the urban development of Barcelona•Asportsclubanditscontribution to cultural and identification patterns of a city•Urbanfestivals•Youthandalternativeurban spaces •Globalmigrations:melting in a urban atmosphere

- Pros and cons on the ethics of cultural mediation- Decision makers in the mediation industry- Cultural mediators as perfect intermediaries of cultural proposals- Production and organization of relationships, the functions of mediator•Changingofconsumerspatterns affecting the use of time •Experiencesofadestination in permanent evolution•Thesearchforexperiences•DestinationBranding

CULTURAL TRENDS, GLOBAL VALUES VS LOCAL PATTERNS

Objectives: •Discoverhowculturalinteraction affects local or global behavior•Analyzeglobalizationand its impact on an attraction’s potential •Studyandanalyzethe current functions of the market of cultural mediation •Identifyexperiencesaiming at maximizing leisure time and how this affects patterns of behavior•Usethebrandasastrategical tool

Contents: •Transformationofthetypical leisure behaviour patterns•Productionandorganizationof relationships; social networks•Culturalcreationinthecity•Culturaltrendsinaglobalenvironment •Globalvaluesversuslocalpatterns of behaviour•Theinfluencers•Thefunctionsofculturalmediation:

Tourism has always been a key variable in the development of regions and countries around the world. Its importance to the economy has resulted in a considerable influence on the transformation of cities, the continuous change in consumer habits, and the advancement of the mediation industry. In this context, leisure is emerging as a major field of study in which culture plays a central role, and the experience of culture has transformed into a crucial need. The program aims at analyzing the links between the potential of attractions and the public’s feeling towards continuous development.

Key words: mediation, global, values, experiences, travel, culture, trends, development, smart cities

Cultural and Urban Trends in a Global Environment

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Language: English

Courses

Program

•ManagementofEventsOperations: an integrated approach•ProjectManagement•Events&Designprocess•HumanResourcesManagement: structure, role of volunteering, etc•ManagingOutsourcing

EVENTS LOGISTICS

Objectives: •Structureanddevelopthe communication & marketing plan related to the event•Identifytheroleoftechnologies (social media, etc.) and its potential in the development of successful events•Understandthedynamicsand importance of sponsorship•Providethenecessarytechniques to develop, manage and organize different types of events•Identifythekeyactorsin the events industry and be able to select the most adequate partners for the development of different kinds of events

Contents:•Eventsasacommunication strategy for business•PublicRelations&Protocol•Sponsorship•Eventsandsocialmedia•MediaManagement•Eventorganizers:actors

EVENTS INDUSTRY

Objectives:•Understandthecomplexity and nature of the events industry•Differentiateeventstypology and be able to determine the resources that will be needed for different types of events•Understandthebasicsof fundraising strategies and develop successful campaigns•Beawareofthelegalissues related to the organization of different types of events

Contents:•Currentrealitiesandtrends•Eventstypologyandparticularities •Eventsrelatedindustries and their development: catering, lodging, audiovisuals, transportation, etc.•Eventsinaninternationalframework•Fundraisingstrategies•Doingbusinessinmulticultural environments •Legalissuesineventsmanagement

The industry of events has notably changed in recent years. Not only through the diversification of types of events but also because of their growing complexity, global scale and their impact on overall marketing strategies. In this context, companies are using events as a new promotional tool and also as a key to build awareness.This program has the intention to successfully lead the participants through the world of events, making them understand the keys and difficulties in events planning and management and setting the basis for the development of successful events.

Key words: communication strategy, events operations, fundraising, leisure, sponsorship

Events Management

Course:Titular

Language: English

Subjects

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Courses

Program

Examples of professional visits: Barcelona Activa

•Studydifferentwaysandacquire practical skills of managing stress•Encouragetheparticipantsnot to be afraid of changes, by conceptualizing it

Contents:•Keycompetencesforcross-cultural communication•Thedangerofoverusingstereotypes•Doingbusinessinamulticultural environment •Strategiestoworkeffectively in a multicultural environment•Whataretheemotions:are they good or bad?•EmotionalIntelligence:definition and significance•Socialcompetencies:empathy, communication, assertiveness•Affectivecompetencies:how to manage emotions, emotional awareness and understanding•Toolsandtechniquesfor developing emotional intelligence: Self Awareness, Self Management, Social Awareness, Relationship Management•Workshoponcontrollingemotions•Stressmonitoring:reasons,symptoms and ways of preventing•Thebasicsofmentoringatwork place

PERSONAL AWARENESS AND THE ABILITY OF ADAPTATION: KEYS TO INTEGRATION IN A PROFESSIONAL CONTEXT

Objectives:•Provideaninsightinto essential cultural differences concerning the communication, behaviour and work styles•Developinterculturalcommunication skills•Acquirevariousstrategiesfor effective working in a multi-cultural environment•Learnhowtoidentifycorrectly one’s emotions and feelings•Understandandinterpretthe feelings and emotions of others in a correct way•Acquirestrategiesforcontrolling impulsive emotions and preventing conflict together with other negative emotions•Improveself-managementand interpersonal relationships•Learntoidentifythereasons provoking stressful situation and atmosphere•Learnhowtogaincontrolover the feeling of stress

•Practicedifferentnegotiation styles•Learntoidentifyandprevent common barriers to communication

Contents:•Leadership,motivation,and performance•Strategies,techniques,and tools for personal development•Howwerelatetoourselves: self-discovery, self-control, self-motivation•Theimportanceofteamwork: roles and situations•Keystohigh-performanceteams•Efficientcommunication:the importance of verbal and non-verbal communication•Newcommunicationtechnology and its management•Communicationtoolsforinterpersonal relationships, the capacity of influence, socialization•Negotiationanditssteps.Strategies, techniques, and negotiation tools•Commonbarriersforsuccessful communication

LEADERSHIP, COMMUNICATION, AND NEGOTIATION: THE ABCS OF PERSONAL AND PROFESSIONAL DEVELOPMENT

Objectives:•Identifytheroleofaleader in an organization•Gettoknowadvantagesand disadvantages of different leadership styles•Practiceandchoosethe most appropriate leadership style•Acquirepracticalskillsindelegation•Improvetheteamworkskills and learn how collaboration can be optimized •Learnthebasicsofasuccessful communication process•Getacquaintedwithvarious communication styles•Understandtheimportance of all types of communication, including non-verbal•Learntechniqueswhich ensure effective communication, such as attentive listening, question-making, giving appropriate feedback

The program is focused on the concepts which are crucial for the successful and constant professional development, such as: efficient communication styles, negotiation techniques, teamwork, leadership skills, stress control, rational organization, creativity and innovation.The main aim of the program is to enable the participants and provide them with the essential tools and strategies to compete in the professional space of the XXI century.

Key words: leadership, communication, management of change, motivation, creativity

Language: English or Spanish

Development of Professional Skills and Competencies

Courses

Program

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CULINARY INNOVATION

Objectives:•Acquirethetechnicalskills necessary to develop from a cuisine based on traditional methods to cutting-edge cooking. Consequently intending to modernize the offer while at the same time adapting innovative technology developments•Analyzenewculinarytechniques applied in haute cuisine•Becomefamiliarwithclassical yet renovated recipes and new interpretations representing current baking trends, so as to aid interested professionals in the analysis, design, and practical application in the field of catering

Contents: •Theevolutionofconsumer tastes•Spanishavant-gardecuisine: textures, liquid nitrogen, froths and foams•Fusionofcuisinesfromaround world applied to haute cuisine•Theimpactofecologicalproducts in cooking: their culinary application

•ThevarietyoftheSpanishcuisine, traditional dishes, and quality products from each autonomous community

GASTRONOMY: SPANISH VS GLOBAL PERSPECTIVES

Objectives:•Becomeacquaintedwiththe history of European cuisine•Investigatenewculinarytechniques applied in haute cuisine•Analyzethecateringsector in Spain•Learnabouttheculinarytrends and the regional traditions of Spanish cuisine

Contents: •TheEuropeancuisinein a circle of constant reinvention: an introduction to the very first restaurant, nouvelle cuisine, fusion cooking and haute cuisine•Spaingoesinternational- exporting top cooks and Spanish delicacies•Theimpactofenogastronomic tourism•ThewineindustryinSpain•Introductiontowinetasting•Winetastingofsingle-varietal Spanish wines•Introduction:Thecateringsector in Spain, segments of the market structure with a focus on the catering market

Language: English or Spanish

As far as the Tourism Business is concerned, gastronomy has become an asset and a reference over the last few years. At present, Spain has ascended towards a landmark of global trends, predominantly thanks to the awareness and leadership of its chefs. At the same time the food service sector has been targeting the optimization of its processes and the intensification of customer loyalty. The program intends to train students to be able to permanently adapt to market demands through new methods of catering and originality, quality, and rapid adaptation of culinary delights. Students will participate in lecture style classes as well as workshops in order to develop skills in theoretical, practical and applicable ways.

Key words: trends, service, innovation, catering, consumer, tastes

New Trends in Gastronomy and Cooking

•VegetarianandVeganGastronomy: ingredients and nutrition•Foodintolerancesand allergies: creative alternatives•SuperFoods,Health&Nutrition•Classicalelaborationsand new trends in contemporary pastry•Developmentsinconsumer tastes•Rawmaterialsandbasicproducts•Newpastryingredients:vegetables, herbs, spices, flowers•Principalelaborations•Structureanddecorationof pastries

SUMMER SchoolThais Baranauskas – Nuevas Tendencias en Gastronomía y Cocina (SENAC University, Brasil)“Me ha gustado mucho, he aprendido mucho y también he comido mucho en las clases. Los profesores son muy buenos, repetiría este curso muchas veces!”

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22

Courses

Program

Case studies: Moritz Brewery / Food Trucks / Fine Dining Restaurants / Ephemeral Restaurants

•Strategicplanning,organization and scheduling•Operationsasastrategickey in services businesses•Managingpeople•Incomeandcostcenters

MANAGEMENT OF CULINARY BUSINESSES

Objectives:•Acquireabroadperspective of consumer behavior as a fundamental basis for decisions•Establishappropriatemarketing strategies. Services marketing adapted to the restaurant business.•Throughabusinessplan,work on strategies, actions, and means that a business project needs to be more successful•Identifybusinessmodelsof different companies in the culinary sector

Contents: •Identificationofconsumercharacteristics•Analysisofconsumerbehavior•Newconsumerhabits•Thecustomerexperiencein different types of food service business•Internalandexternalfactors•BrandManagement•e-Marketingstrategies•SalesManagement•RevenueManagementinrestaurants

of assessment for the projected innovation•Recognizeandidentifythe competitive spaces in the culinary-restaurant industry, their characteristics and ways in which they develop business

Contents: •Introductiontotheindustry•BusinessModels•Restaurants•Newformulas(ConceptRestaurant)•Newtrends,innovationinproducts and services •Developmentofaninnovative project•Assessmentoftheprojected innovation•Designofproductsandservices in the restaurant business•Detailsregardingtheprovision of services. The process of the provision of services in the restaurant business•Levelsandstandardsofquality•ExperienceManagement•Cateringspaces•Equipmentandinfrastructure•Architectureanddesigntendencies in furniture and in interior design

PERSPECTIVE, INNOVATION, AND PRODUCT IN THE GASTRONOMY INDUSTRY

Objectives:•Providestudentswiththe tools and knowledge needed to successfully develop the skills required for the design of culinary-restaurant products and services•Ensureproperimplementation of an innovative project of these products and services•Analyzeexperiences,cases and trends in the culinary-restaurant field•Discoverwherebusinessideas come from•Analyzeconsumerbehavior•Knowhowtoassessthepossibilities of success•Reflectontheaspectsthat can make a project feasible•Obtaintheabilitytodevelop an innovative project with regards to the design of a new product or service for a given market•Measurethecustomerexperience in the development of projects•Learntogeneratesystems

The importance of culinary-restaurant entrepreneurship for a country’s people and economy is especially present in current times. This is so due to the fact that the development of small and mid-sized enterprises in this sector is one of the most important means for job development and opportunities in any open economy. Entrepreneurial skills are becoming more and more valued and they play a central role in any sort of business degree. Knowledge of successful experiences and cases has become a crucial necessity.

Key words: entrepreneurship, business plan, service, innovation

Language: English or Spanish

Innovative Design Concepts for Services in Gastronomy and Culinary Businesses

Courses

Program

Examples of professional visits: Park Güell / MNAC / Espai Visual

MANAGEMENT IN CULTURAL HERITAGE TOURISM

Objectives:•Acquirepracticalknowledge of economic and financial management•Developtheabilityfor decision making and strategic thinking

Contents:•Keysofeconomicandfinancial management •Managementofdifferenttourism heritage models•Decisionmakinginpolicydefining

CULTURAL HERITAGE TOURISM: FUNDAMENTALS, DESIGN, DEVELOPMENT AND SUSTAINABILITY

Objectives:•Definetheconceptoftourism heritage sites•Explorethetypesoftourism heritage sites and their potential•Identifythevalueoftheintangible heritage•Learntheessentialdesignsof tourism heritage sites•Developpracticalskillsin spotting sites and project design for their development•Acquireknowledgeaboutthe sustainable use of tourism heritage sites

Contents:•Theconceptoftourismheritage site•Fundamentalaspectsoftourism heritage sites: main types and characteristics•Thevalueofintangibleheritage•Mainaspectstoconsiderwhile designing a new project for a tourism heritage site•Creativityandsustainability in the design of tourism heritage sites

Heritage is often defined as our roots, our collective memory. Heritage gives shape to the distinctive character of a country, nation, ethnic group and, finally, an individual.The process of globalization coupled with a strong consumer culture brings forth the reconsidering of socio-cultural values, making people strive to find their singularity and authenticity.In this context, the problem of the protection of heritage sites and their effective management takes on special attention. Tourism thus becomes one of the main facilitators and providers of cultural, natural and historical heritage.Nowadays, for successful management of museums, natural parks, heritage monuments and other tourism sites, the necessities of the visitors must be studied and analyzed before, during and after the visit. This program will provide essential insight into the general components and particular aspects of the design and management of tourism heritage sites.

Key words: tourism heritage, touristic development, management, sustainability

Language: English or Spanish

Design & Management of Tourism Heritage Sites

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Language: English or Spanish

Program

CoursesContents:•SportsBusinessModels- Amateur sports- Professional sports- Sport+Health- Sport+Leisure•ManagementofSportsClub •Typology,managementmodels•Socialclubvs.Commercial club•SportsClubinschoolsand universities•Profitabilityvs.Elitism•Relationshipbetweensocial trends and constant innovation •Managementofprofessional clubs•Sportsasashow•High-performancemanagement•Fundraisingandsponsorship•Businesspotential•“TheSeaandtheMountain”: sports and adventure destination•Countryasabrand•Certificationofsportstourism in Cataluña: municipalities, nautical and ski resorts•Newbusinessmodels

•Observethecloserelationship that exists between the tourism industry and the sports industry and identify the economic, political, and socio-cultural benefits of a sports destination

Contents:•Lifestyle:therelationshipbetween social trends and sport- Sport in daily life- Sport as a lifestyle: subcultures and trends- New activities and sports hybrids•Conceptualmapfora beginner in the sports industry•Nationalandinternationalsports organizations•Organizationofsportingevents: popular and high competition•OlympicGames:valuefor a city - before and after. The case of Barcelona.•MotorWorld:profitabilityof the national and international races. The case of Formula 1.•Thecityasasportsvenue: stadiums, fields, parks, main streets, ports, beaches, etc.

SPORTS, SOCIETY AND ENTREPRENEURSHIP

Objectives:•Observehowsportinadaily routine affects social, cultural and personal dimensions•Identifysubculturesand subgroups developed around different sports such as track and field, soccer, cycling and gym•Analyzehowsociocultural trends affect and even generate new sports activities•Discoverwhatsportsorganizations exist, both nationally and internationally, their typology and functioning•Acquireageneralideaof sports organization functions and get to know the competitive area of sports industry•Analyzethephenomenonof the Olympic Games, motor sports and other internationally renowned competitions: identify their profitability and beneficial effect for a country or a city•Identifydifferentmodelsused in the management of the facilities after a massive event and learn how to optimize the profitability of sports facilities

Asmodernpaceoflifeaccelerates,thesocietyof21stcenturyrecoversaRomanmotto“menssanaincorporasano”.Theawareness about the importance of doing sports is growing, acting as a powerful driver for one of the most prolific and dynamic industries, which involves: organization of sports events, sports club management, facilities profitability, tourism destination development, design of mixed activities, co-products creation, etc. Due to its diverse and quickly-changing nature, the sports industry gives endless opportunities for business. This program’s main objective is the student’s introduction into the industry of sports from a business management point of view.

Key words: sports management, sports business, organization of sporting events

Sports Management: Entrepreneurship Approach

MANAGEMENT OF SPORTING ENTERPRISES

Objectives:•Gettoknowdifferentbusiness models, their focus and management strategies•Observetherelationshipbetween social and cultural trends and corporate innovation processes •Gettoknowdifferentexpansion strategies•Acquirepracticalknowledge about managing a lucrative and commercial sports club such as a gym or a social sports club•Identifykeyaspectsin the sports club management•Learnthetechniquesandstrategies for fundraising•Observeastronglinkbetween the sports industry and tourism industry•Identifyeconomic,political and socio-cultural benefits of a sports destination•Conceptualizetheterm“Country Brand”•Gettoknowhowgovernment can encourage and promote sports tourism in a country, region or a city

SUMMER SchoolAna Maria Castro Monzón (TEC de Monterrey, México)“Los profesores que tuvimos eran expertos en el tema, han desarrollado una infinidad de proyectos de los hoteles y estaban dispuestos a compartir su experiencia con nosotros.”

•Changesatwork–positive, productive and inevitable•ManagementofChange and Adaptability: conceptualizing the change and finding ways of adaptation•Keyaspectstoimproveplanning and organization•Toolsandskillstofacilitate time management•Factorsthatimpactstress,prevention techniques

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Winter School

26

8 January 20187 January 2019

19 January 201818 January 2019

November 30

Undergraduate StudentsAccreditation of languages: Intermediate Level of English or Spanish depending on the program

Tuition Fee, Visits,Accommodation: Full board, double occupancyOfficial Diploma

4 ECTS

English / Spanish

55

Courses are subject to change

Start

End

Application Deadline

Eligibility

What’s Included

Credits

Language

Hours of instruction

Remarks

Courses

Language: English

Program

27Examples of professional visits: Majestic Hotel / Olha Hotel

INNOVATING CUSTOMER EXPERIENCE

Objectives:•Acquireanalyticalcapacities to design experiences focusing on customer needs•Learnaboutinnovationexperience methods

Contents:•FocusingonCustomerNeeds•InnovationExperienceMethods

CUSTOMER EXPERIENCE MANAGEMENT

Objectives:•Gettoknowthekeyfactors to control the servuction process•Gettoknowthekeyfactors of the memorability of the experience•Gettoknownewwaystomaintain customer loyalty

Contents:•CustomerJourney&Experiential Marketing•PlanningtheCustomerJourney: Mapping•TheExperienceDuringthe Servuction Process•Storytelling•CustomerLoyalty

DEFINING CUSTOMER EXPERIENCE

Objectives:•Observetheevolutionof the approach from the commercialization of a product or service to the experience•Identifythenewgeneration of Customers•Learnhowtoclassifyand analyze the customers and, therefore, improve the customer loyalty•Learnaboutthescopeofthe customer experience in services

Contents:•WhatisanExperience:From Product and Service towards Experience•NewGenerationofCustomers: What Are They After? •ExperienceProviders•ExperienceScope•StrategicExperientialModules

What are the key factors to guarantee the survival of a company in the current competitive market? The marketing paradigm is constantly changing towards the personalization of the service or a product which turns into a unique experience for the customer. The heartbeat of the design of the experience is to understand the customer and their wants and needs. Focusing on the needs of the customer allows for the creation of a story that reaches them and ultimately remains in their minds as a memorable Experience. The course serves as an overview of the general characteristics of Customer Experience Management, analyzes the real cases of the most successful companies, and explores the practical possibilities of experience development as well as its management.

Key words: strategic management, customer experience management, marketing mix

Experience Management

CASE STUDIES

Objectives:•Developanalyticalskillsin the analysis of other companies’ practices•Shareexpertiseandlearnabout most successful practices•Enhancethecriticalthinking and improve the capacity of decision-making

Contents:•SharingExperience:MostSuccessful Practices

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Courses

Program

Examples of professional visits: Park Güell / MNAC / Espai Visual

MANAGEMENT OF TOURISM HERITAGE SITES Objectives:•Acquirepracticalknowledge of economic and financial management•Developtheabilityfor decision making and strategic thinking

Contents:•Keysofeconomic&financial management •Managementofdifferenttourism heritage models•Decision–makinginthepolicy definition

DESIGN & DEVELOPMENT OF TOURISM HERITAGE SITES

Objectives:•Learntheessentialsof tourism heritage sites design•Developpracticalskillsin spotting the site and designing a project for its development•Acquireknowledgeaboutthe sustainable use of tourism heritage sites

Contents:•Mainaspectstoconsiderwhile designing a new project for a tourism heritage site•Creativityandsustainability in the design of tourism heritage sites

TOURISM HERITAGE SITES: DEFINITION, TYPOLOGY & GENERAL CHARACTERISTICS

Objectives:•Definetheconceptoftourism heritage sites•Explorethetypesoftourism heritage sites and its potential•Identifythevalueoftheintangible heritage

Contents:•TheConceptofTourismHeritage Site•Fundamentalaspectsof Tourism Heritage Sites: Main types and Characteristics•ValueofIntangibleHeritage

Heritage is often defined as our roots, our collective memory. Heritage gives shape to the distinctive character of a country, nation, ethnic group and, finally, an individual.The process of globalization coupled with a strong consumer culture brings forth the reconsidering of socio-cultural values, making people strive to find their singularity and authenticity.In this context, the problem of the protection of heritage sites and their effective management takes on special attention. Tourism thus becomes one of the main facilitators and providers of cultural, natural and historical heritage.Nowadays, for successful management of museums, natural parks, heritage monuments and other tourism sites, the necessities of the visitors must be studied and analyzed before, during and after the visit. This program will provide essential insight into the general components and particular aspects of the design and management of tourism heritage sites.

Key words: tourism heritage, touristic development, management, sustainability

Language: Spanish

Design & Management of Tourism Heritage Sites

Language: English

Courses

Program

29Examples of professional visits: FREIXENET cava cellar / AVGVSTVS FORUM wine cellar / Penedés Region

MEDITERRANEAN GASTRONOMY

Objectives: •Acquireageneralviewof the Mediterranean gastronomy: regions and periods•Observetheevolutionand emerging trends in the techniques of cooking and products’ use•Identifythemaincharacteristics of most representative products

Contents:•GeneraloverviewoftheMediterranean regional cuisine•Maindishesandwaysofcooking•WineandLiquors•Newtrendsinapproaching the traditional cooking

MARKETING IN GASTRONOMY-RELATED BUSINESSES

Objectives: •Learnwaysofusinglocalproducts, dishes and drinks for destination marketing•Gettoknowtheessentials of branding and positioning in gastronomy-related business•Discoverthepossibilitieswhich open the use of the Internet and e-commerce Contents:•FoodproductsforDestination Marketing•Branding&Positioning•Salesstrategiesinthegastronomy marketing•Gastronomyon-line:e-commerce and social networking

TYPES OF GASTRONOMY-RELATED BUSINESSES

Objectives: •Gettoknowthebasicbusiness models in enterprises related with the gastronomy•Identifythetrendsinnewmodels of gastronomy-related business•Compareandanalyzetheadvantages and drawbacks of each model

Contents:•Businessmodelscoexisting in the industry: from classical restaurant and catering companies to trendy snack bars•Entrepreneurshipincatering and gastronomy-related business: exceptional examples of startups

The program gives an unusual insight into the Mediterranean Gastronomy Industry and cooking and explores its potential for regional, national and international tourism development as well as most popular business models of the sector. The program is aimed at the university and professional school teachers as well as students interested in the Food&Beverage sector.

Key words: mediterranean food, food products, branding, destination marketing, wine

Strategic Marketing in Gastronomy-Related Businesses

30 Examples of professional visits: Official Tourism Office of Catalonia – Catalunya Experience / Barcelona City Hall

THE FUNCTIONS OF CULTURAL MEDIATION

Objectives: •Studyandanalyzethe current functions of the market of cultural mediation and its mediators (actors)

Contents: •Prosandconsregardingthe ethics of cultural mediation•Decisionmakersinthemediation industry•Culturalmediatorsasperfect intermediaries of cultural proposals•Establishmentand organization of relationships, the functions of mediators

Cultural and Urban Trends in a Global Environment

Program

Language: English

CoursesTRAVEL AND MIGRATION: INCREASING AND UNSTOPPABLE INFLUENCES

Objectives: •Analyzesocialaswellascultural flows and patterns of intercultural networks in existing urban areas

Contents: •Travelandmigrationasa distinctive element of culture•Thehistoricalmigrationpath of cultures and its influence on globalization potential•Projectionontheurbannetwork of different cultural trends in a global environment•Nomadsinanewera

CHANGING CONSUMER PATTERNS AFFECTING THE USE OF TIME

Objectives: •Identifyrevolutionaryexperiences aiming at maximizing leisure time and how this affects patterns of behavior

Contents:•Distributionoftime:worktime, commitment time and leisure time•Searchforexperiencesin patterns transformation concerning the use of free time•Howimmigrantsinfluence local behavioral patterns

GLOBAL VALUES VS LOCAL PATTERNS OF BEHAVIOR

Objectives: •Discoverhowculturalinteraction affects local or global behavior•Analyzeglobalizationand its impact on the attractions’ potential

Contents: •Propervaluesandbehavior of the guest society•Characteristicsandinfluence lines of the home societies•Revisingthedistributionof different migrant communities•Thetypesofexistinginfrastructures and their relationship with cultural attractions•Analysisoftheresultingcultural trends

Tourism has always been a key variable in the development of regions and countries around the world. Its importance to the economy has resulted in a considerable influence on the transformation of cities, the continuous change in consumer habits, and the advancement of the mediation industry. In this context, leisure is emerging as a major field of study in which culture plays a central role, and the experience of culture has transformed into a crucial need. The program aims at analyzing the links between the potential of attractions and the public’s feeling towards continuous development.

Key words: cultural heritage, urban trends, consumer analysis, destination marketing

BARCELONA: EXPERIENCES OF A DESTINATION IN PERMANENT EVOLUTION

Objectives:•Analyzeexperiencesandtrends occurring within the urban context of the city of Barcelona

Contents: •Barcelonaasanexamplecombining new urban and cultural trends in a global background•Proposalsforenhancingexperience during free time•Finaldestinationoftraveland migration•TransitCity•Urbannetworkinthecontext of the industry of cultural mediation

FACULTY-LED PROGRAM“Marketing program” – faculty-led for SAN DIEGO STATE UNIVERSITY:“The complementary activities were good real world experiences, very informative and FUN! CETT-UB staff was great, we appreciate your hospitality and friendliness!”

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CUSTOMIZED PROGRAMSJosé Manuel Olvera Raymundo – Emprendeduría en el sector turístico (TEC de Monterrey, México) “Nunca antes había salido del país, y toparme con Barcelona como mi primera experiencia internacional, definitivamente cambió mi vida. Ahora tengo mucho por compartir, con grandes ideas y proyectos en mente, con un nuevo panorama del mundo; me llevo la mejor de las experiencias de mi vida”

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ACCOMMODATIONImmersed in the greenery of olive and palm trees, Àgora BCN International Student

Residence Hall is located on the Collserola Mountain overlooking the city of Barcelona

and the Mediterranean Sea. Àgora BCN offers students a safe and quiet housing option

where they can feel independent and easily connected with other students residing in the

city.

The bustling downtown can be reached in 15 minutes by subway.

Àgora BCN is exclusively designed to provide housing for young adults, taking into

consideration their lifestyle, needs, and interests.

Apart from being exceptionally comfortable, rooms are bright, colorful, and have free

WiFi access.

Àgora BCN www.agorabcn.com

Àgora BCN International Student Residence• Computer room, study room, laundry room, outdoor terrace

• Cozy common areas with sofas and a big screen TV

• Gym, equipped with fitness and bodybuilding machines

• Music room with grand piano and soundproof drum room

• Common areas and study rooms

• Courts and pitches

• Game room with billiards, table soccer, ping-pong table

• Cafeteria with a personal chef and a new menu every day!

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FACULTY-LED &CUSTOM

PROGRAMSCustom programs can be designed in the fields of Tourism, Hospitality, Gastronomy,

Business, and a variety of other fields with the purpose of building the most suitable

educational service package for the students and sending universities.

CETT-UB understands that flexibility is key to the success of custom programs, and

always takes into careful consideration the suggestions and proposals received from

partner universities with the utmost understanding. CETT-UB is open to adapting the

length, course content, and dates of pre-existing programs so as to suit the needs of the

partner, as well as creating new programs altogether.

Students may also choose any undergraduate program at the University of Barcelona

that might be of interest to them in order to have an integrated experience, which

means they would attend classes together with local students. This will also mean that

most classes will be instructed in Spanish and Catalan.

Complementary courses in Spanish language and culture are also available.

Faculty-led programs are unique, intensive study abroad experiences designed by

partner universities in collaboration with CETT-UB. These programs are typically offered

during semester breaks. Academic services such as workshops, in-company visits, course

coordination, accommodation, guided educational tours, classrooms, and the use of

other facilities can be organized by CETT-UB and integrated into the programs.

Students have the opportunity of meeting contacts at overseas organizations they

would not likely encounter as a tourist in Barcelona, all while getting to travel with

other students from their class.

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COMPLEMENTARY SERVICES

Additional complementary services are avilable upon request, and may include but are not limited to: accommodation, guided visits, workshops, course coordination,

and facilities and classroom rental.

For more information, please contact the Office for International Programs:

[email protected]

+34 934 280 777

follow us:

Av. Can Marcet 36-38 08035 BarcelonaTel. +34 934 280 777Fax +34 934 286 [email protected]

BARCELONA

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