Top Banner
ANNA UNIVERSITY :: CHENNAI 600 025 UNIVERSITY DEPARTMENTS M.B.A. HOSPITALITY MANAGEMENT I – IV CURRICULUM & SYLLABI SEMESTER – I Sl. No. COURSE CODE COURSE TITLE L T P C 1 BH9101 Quantitative Techniques for Hospitality Management 3 1 0 4 2 BH9102 Economic Analysis for Service 4 0 0 4 3 BH9103 Organizational Behaviour 3 0 0 3 4 BH9104 Business Communication 3 0 0 3 5 BH9105 Accounting for Hospitality Industry 3 1 0 4 6 BH9106 Legal Aspects for Hospitality Industry 3 0 0 3 7 BH9107 Indian Culture and Ethos 3 0 0 3 8 BH9108 Seminar-I – Trends in Hospitality Industry 0 0 2 1 Total 22 2 2 25 SEMESTER – II Sl. No. COURSE CODE COURSE TITLE L T P C 1 BH9121 Relationship Management 3 0 0 3 2 BH9122 Supply Chain in Hospitality Industry 3 0 0 3 3 BH9123 Financial Management for the Hospitality Industry 4 0 0 4 1
49
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Mba Hospitality Management Curriclum

ANNA UNIVERSITY :: CHENNAI 600 025

UNIVERSITY DEPARTMENTS

M.B.A. HOSPITALITY MANAGEMENT

I – IV CURRICULUM & SYLLABI

SEMESTER – I

Sl.No.

COURSECODE

COURSE TITLE L T P C

1 BH9101 Quantitative Techniques for Hospitality Management

3 1 0 4

2 BH9102 Economic Analysis for Service 4 0 0 4

3 BH9103 Organizational Behaviour 3 0 0 3

4 BH9104 Business Communication 3 0 0 3

5 BH9105 Accounting for Hospitality Industry 3 1 0 4

6 BH9106 Legal Aspects for Hospitality Industry 3 0 0 3

7 BH9107 Indian Culture and Ethos 3 0 0 3

8 BH9108 Seminar-I – Trends in HospitalityIndustry

0 0 2 1

Total 22 2 2 25

SEMESTER – II

Sl.No.

COURSECODE

COURSE TITLE L T P C

1 BH9121 Relationship Management 3 0 0 3

2 BH9122 Supply Chain in Hospitality Industry 3 0 0 3

3 BH9123 Financial Management for the Hospitality

Industry

4 0 0 4

4 BH9124 Hospitality Services Marketing 4 0 0 4

5 BH9125 Human Resource Management 3 0 0 3

6 BH9126 Management Information Systems 3 0 0 3

7 BH9127 Service Research Methods 3 0 0 3

8 BH9128 IT Applications for Hospitality Industry –Practical

0 0 4 2

9 BH9129 Seminar-II – Hospitality Etiquette andEthics

0 0 2 1

Total 23 0 6 26

1

Page 2: Mba Hospitality Management Curriclum

SEMESTER – III

Sl.

No.

COURSE

CODECOURSE TITLE L T P C

1. BH9109 International Business Management 3 0 0 3

2. BH9110 Strategic Hospitality Management 3 0 0 3

3. BH9111 Hospitality Service Planning and

Development

3 0 0 3

4. BH9112 Hospitality Sales and Advertising

Management

3 0 0 3

5. BH9113 Tourism, Travel and Transportation Management

3 0 0 3

6. BH9114 Medical Tourism 3 0 0 3

7. BH9115 Hotel and Catering Management 3 0 0 3

8. BH9116 Services Quality Management 3 0 0 3

9. BH9117 Summer Project - of 6 to 8 weeks 0 0 0 2

10. BH9118 Seminar-III – Infrastructure Management 0 0 2 1

TOTAL 24 0 2 27

SEMESTER – IV

Sl.

No.

COURSE

CODECOURSE TITLE L T P C

1, BH9130 Project Work 0 0 24 12 TOTAL 0 0 24 12

Note: Students need to undergo any one “Foreign Language” course (such as French, German, Japanese) offered by the Department of English, Anna University, Chennai 25 for Course completion and award of degree.

2

Page 3: Mba Hospitality Management Curriclum

BH9101 QUANTITATIVE TECHNIQUES FOR HOSPITALITY L T P C MANAGEMENT 3 1 0 4

UNIT I INTRODUCTION TO DESCRIPTIVE STATISTICS 12Statistics – Definition, Data, Tests-Samples and Populations-Presentation and Analysis of Data. Measures of Central Tendency – Mean, Median and Mode. Measures of Dispersion – Moments, skewness and Kurtosis. UNIT II FORECASTING METHODS 12Correlation analysis – Simple Linear Regression- Time series analysis: Variations in time series, trend analysis, cyclical variations, seasonal variations and irregular variations. Index Numbers – Laspeyre’s, Paasche’s and Fisher’s Ideal index.

UNIT III TRANSPORTATION ASSIGNMENT APPLICATIONS 12Transportations Models (Maximizing and Minimizing)- Initial Basic Feasible Solutions – Test for Optimality – Iteration towards optimality. Assignment Models (Minimizing and Maximizing) – Solution thro’ Hungarian Algorithm – Traveling Salesmen models – Crew assignment problems.

UNIT IV INVENTORY MODELS 12 EOQ and EBQ models for uniform and variable demand – With and without shortages -Quantity discount models. Probabilistic inventory models

UNIT V QUEUING MODELS AND SIMULATION 12Queuing Theory - single and Multi-channel models – infinite number of customers and infinite calling source. Decision making under risk – Decision trees – Decision making under uncertainty. Monte Carlo simulation Techniques for decision making.

TOTAL: 60 PERIODS

TEXT BOOKS:

1. Anderson, Sweeney and Williams, Quantitative Methods for Business, Thomson Publishing 10th Edition, 2005

2. Richard I. Levin, David S. Rubin, Statistics for Management, Pearson Education, 7th Edition.

REFERENCES:

1. Aczel A.D. and Sounderpandian J., “Complete Business Statistics”, 6th edition, Tata McGraw – Hill Publishing Company Ltd., New Delhi, 2004.

2.   Panneerselvam R., Operations Research, Prentice Hall of India, Fourth Print, August 2008.

3.   Prem S. Mann, Introductory Statistics, Wiley Student Edition, Fifth Edition. 4.   Gupta P.K, Hira D.S, Problems in Operations Research, S.Chand and Co, 2007

3

Page 4: Mba Hospitality Management Curriclum

BH9102 ECONOMIC ANALYSIS FOR SERVICE L T P C 4 0 0 4

UNIT I INTRODUCTION TO SERVICE ECONOMY 12Introduction to service economy – The nature and scope of service economy – The role of service economy to national and global economic development – Service economy – Microeconomic perspectives – Market for service – Competitive Vs non-competitive markets – Market price – The role of theories and models – Positive and normative economic analysis – The role of government in the service economy.

UNIT II MARKET DEMAND 12Market forces – Market demand and Market supply – Individual demand and supply – Determinants of market forces – Market Equilibrium – Changes in market equilibrium – Elasticities of demand and supply – short-run and long-run elasticities – Determinants of elasticity – Estimation of demand – Consumer behaviour – Utility and choice – Consumer surplus.

UNIT III PRODUCTION FUNCTION 12Production function – Short-run and long-run production – Production with one or more than one variable input – Diminishing marginal returns – Input substitution – Returns to scale – Economies and diseconomies of scale – Economies of scope.

UNIT IV COST OF PRODUCTION 12Cost of production – Different types of cost – Short-run and long-run cost of production – Marginal and average cost concepts – Relationship between average and marginal costs – Determinants of cost of production – Cost – Minimising input choices – Expansion path of firm – Dynamic changes in costs – The learning curve.

UNIT V MARKET SYSTEMS 12Analysis of market – Perfect versus imperfect markets – Features of different market systems – Producer’s behaviour – Profit maximization and choosing output – short-run and long-run analysis of different markets – Pricing of product – Competition versus cost based pricing methods.

TOTAL: 60 PERIODS

REFERENCES :

1. Pindyek, R.S. and Rubinfeld, D.C.Microeconomics, Prentice-Hall of India, New Delhi, 2007.2. Salvatore, D, Managerial Economics, Tata McGraw Hill Publication, New Delhi, 2007.3. Stephen, Kermaranayake, Cilani, Roberts Tenry, Hausan, Kava and Arhcilbald, Kate, Economic Analysis for Management and Policy, Tata McGraw Hill, New Delhi, 2005.

4

Page 5: Mba Hospitality Management Curriclum

BH9103 ORGANIZATIONAL BEHAVIOUR LT P C 3 0 0 3

UNIT I FOCUS AND PURPOSE 5

Definition, need and importance of organizational behaviour – Nature and scope – Frame work – Organizational behaviour models.

UNIT II INDIVIDUAL BEHAVIOUR 12Personality – types – Factors influencing personality – Theories – Learning – Types of learners – The learning process – Learning theories – Organizational behaviour modification. Misbehavior – Types – Management Intervention. Emotions - Emotional Labour – Emotional Intelligence – Theories. Attitudes – Characteristics – Components – Formation – Measurement- Values. Perceptions – Importance – Factors influencing perception – Interpersonal perception- Impression Management. Motivation – importance – Types – Effects on work behavior.

UNIT III GROUP BEHAVIOUR 10

Organization structure – Formation – Groups in organizations – Influence – Group dynamics – Emergence of informal leaders and working norms – Group decision making techniques – Team building - Interpersonal relations – Communication – Control.

UNIT IV LEADERSHIP AND POWER 8

Meaning – Importance – Leadership styles – Theories – Leaders Vs Managers – Sources of power – Power centers – Power and Politics.

UNIT V DYNAMICS OF ORGANIZATIONAL BEHAVIOUR 10

Organizational culture and climate – Factors affecting organizational climate – Importance. Job satisfaction – Determinants – Measurements – Influence on behavior. Organizational change – Importance – Stability Vs Change – Proactive Vs Reaction change – the change process – Resistance to change – Managing change. Stress – Work Stressors – Prevention and Management of stress – Balancing work and Life. Organizational development – Characteristics – objectives –. Organizational effectiveness

TOTAL: 45 PERIODS TEXT BOOKS

1. Stephen P. Robbins,Timothy A Judge, Seema Sanghi, Organisational Behavior, Pearson Education , 13th edition, 2009.

2. Fred Luthans, Organisational Behavior, McGraw Hill, 11th Edition, 2001.

REFERENCE

1. Florence Berger, Judi Brownell, Organisational Behaviour for the Hospitality Industry, Prentice Hall US 2009,

5

Page 6: Mba Hospitality Management Curriclum

BH9104 BUSINESS COMMUNICATION LT P C 3 0 0 3 UNIT I COMMUNICATION IN BUSINESS 9Systems approach, forms, functions and principles of communication, management and communication, communication patterns, barriers to communication, interpersonal perception – SWOT analysis, Johari Window, Transactional Analysis.

UNIT II NON-VERBAL AND INTERCULTURAL COMMUNICATION 9Importance of non-verbal communication, personal appearance, facial expressions, movement, posture, gestures, eye contact, voice, beliefs and customs, worldview and attitude.

UNIT III ORAL COMMUNICATION 9Listening – Types and barriers to listening, speaking – planning and audience awareness, persuasion – goals, motivation and hierarchy of needs, attending and conducting interviews, participating in discussions, debates and conferences, presentation skills, paralinguistic features, fluency development strategies.

UNIT IV BUSINESS CORRESPONDENCE 9Business letter, Principles of business writing, memos, e-mails, agendas, minutes, sales letter, enquiries, orders, letters of complaint, claims and adjustments, notice and tenders, circulars – corporate communication.

UNIT V BUSINESS PROPOSALS & REPORTS 9Project proposals- characteristics and structure- Project reports – types- characteristics,-structure-Appraisal reports – performance appraisal, product appraisal- Process and mechanics of report writing- visual aids- abstract - executive summary- recommendation writing- definition of terms.

TOTAL: 45 PERIODS

TEXT BOOKS:1. Raymond V. Lesikar, John D Pettit and Mary E. Flatly. 2007. Lesikar’s Basic

Business Communication. 10th ed. Tata McGraw-Hill, New Delhi.2. Sharon J. Gerson, and Steven M. Gerson. Technical Writing: Process and Product,

Pearson Education, New Delhi, 5th Edition.3. Murphy, Herta A., Herbert W. Hildebrandt and Jane P. Thomas, 2008. Effective

Business   Communication, 7th Ed. Tata McGraw Hill, New Delhi.4. Bovee, Courtland and John V. Thill, 2008. Business Communication Today,

9thed.Pearson Education, New Delhi.

REFERENCES1. McGrath, E.H., S.J. 2008, Basic Managerial Skills for All. 8th ed. Prentice Hall of

India,  New Delhi.2. Meenakshi Raman, Prakash Singh. 2008, Business Communication, OUP, New

Delhi.3. Bonnye E Stuart, Marilyn S Sarow and Laurence Stuart. 2007, Integrated Business

Communication in a Global Market Place. 3rd. ed. John Wiley India, New Delhi.4. Mary Ellen Guffey, 2004, Business Communication: Process and Product, 3rd. ed.Thomson and South- Western, Bangalore.5. Dennis L. Wilcox. Glen T. Cameron, Public Relations 9/e: Strategies and Tactics,

Pearson Education, 2009.

6

Page 7: Mba Hospitality Management Curriclum

BH9105 ACCOUNTING FOR HOSPITALITY INDUSTRY LT P C 3 1 0 4

UNIT I THE ACCOUNTING FRAMEWORK 9 Basic Accounting Concepts- Processing Business Transactions- Journalizing, Posting to Ledger and Taking a Trial Balance- Special-Purpose Journals and Subsidiary Ledgers.

UNIT II FINANCIAL STATEMENTS 12Statement of Income and Expenditure, the P & I Account -The Balance Sheet - Ratio Analysis – Fund flow and Cash Flow Statements - Financial Statement Analysis   UNIT III ACCOUNTING FOR MANAGEMENT DECISIONS 12Cost-Volume-Profit Relationships- - Forecasts in Sales and Revenue- Maximizing Sales-Marginal costing- Contribution approach- Activity based costing - Responsibility accounting – ABC analysis – target costing.

UNIT IV COST CONTROLLING 15Costs and Controls in Food Purchasing-Food Receiving, Storage and Issuing- Food Production-Beverage Purchasing, Receiving, Storing and Issuing- Beverage Production etc. Costs and controls in Labor- Controls in Sales- Controls for Other Expenses.

UNIT V REVENUE MANAGEMENT IN HOSPITALITY INDUSTRY 12Internal Assessment - Competition Analysis -   Demand Forecasting – Itinerary planning – Channel evaluation – Cash and Inventory management -  Dynamic Value-Based Pricing- Practical Applications in Lodging Food and Beverage- Sports, Entertainment, and Event Management,- Cruise, Spa, and Luxury Resorts- Gaming and Theme Parks.

TOTAL: 60 PERIODS

TEXTBOOKS:

1. Elisa S. Moncarz,and Nestor de J. Portocarrero, Accounting for Hospitality Industry      Prentice Hall, US 2004.2.   Kimberly A. Tranter, Trevor Stuart-Hill, Juston Parker, Introduction to Revenue Management for The Hospitality Industry: Principles and Practices for the Real World, Prentice Hall US, 2009.

REFERENCES:

1. Allen B. Asch, M. Ed. CCE, Hospitality Cost Control: A Practical Approach, Prentice Hall US, 2006.2. Peter Harris, Accounting & Finance for the International Hospitality Industry, Elsevier Butterworth Heinemann 2000,3. Chris Guilding, Accounting Essentials for Hospitality Managers, Butterworth – Heinemann – 2007.4. Gareth Owen, Accounting for Hospitality, Tourism and Leisure, Person, 2004.5. Frank Wood, P. M Lightowlens, Accounting in the Hotel & Catering Industry, Pearson UK 2004.

7

Page 8: Mba Hospitality Management Curriclum

BH9106 LEGAL ASPECTS FOR HOSPITALITY INDUSTRY LT P C3 0 0 3

UNIT I INTRODUCTION TO HOSPITALITY LAWS 9Introductions - Hospitality Laws – Concept of Law – Origin and Sources of Law – Indian Judicial System – Administrative and Regulatory Agencies – Procedures for Law Suit – Settlement – Alternative Dispute Resolution – Negligence – Trotious interference – Defamation – other torts

UNIT II COMMERCIAL AND CORPORATE LAW OF HOSPITALITY INDUSTRY 9

Business Contracts – Significant Hospitality Contracts – Indian Contract Act 1872 – Sales of Good Act 1930 – Negotiable Instruments Act 1881 - Company Law - Nature and Types of Companies, Formation - Powers, Duties and Liabilities of a Director - Corporate Governance.

UNIT III TRAVEL AND TOURISM LAWS 9Aspects of Hotel Law – Construction Issues – Billing Procedures – Receive and Accommodate Laws – Guest Rights – Standards of care and hospitality practices - Loss of Injury and property – Lien for compensation – Public Health and Safety Laws – Hotel and Tourism Taxes – Essentials of food and Drug laws – Passport and Visa laws.

UNIT IV INDUSTRIAL LAWS, CONSUMER PROTECTION ACT AND VAT 9Industrial Disputes Act – Payment of Wages Act – Payment of Bonus Act – Consumer Protection Act – VAT – Anti Trust laws and Hotels

UNIT V CYBER LAWS,IPR AND COPY RIGHTS IN HOSPITALITY INDUSTRY Cyber laws and Tourism laws for Hospitality Industry – IT Act 2000 and 2002 – e Transaction Acts – Tourist safety and Security Acts – Preservations and Conservation of heritage, Archeological and Wildlife – IPR – Copy rights – Trademarks – Concept of International Tourism Laws.

TOTAL: 45 PERIODSTEXT BOOKS:1. N.D.Kapoor, Elements of Mercantile Law, Sultan Chand and Company, India, 2006.2. P.K.Goel, Business Law for Managers, Bizentra Publishers, India, 2008.3. Twomey & Jennings, Business Law: Principles for Today’s Commercial Environment. 1st Edition.4. Marianne M. Jennings, Business: It’s Legal, Ethical, and Global Environment, Thomson Learning, 7th Edition5. Sawyer T.H. Facility Design and Management for Health, Fitness, Physical Activity and Sports Facility Development, 11th Edition6. Neil J.Dougherty, Alan.S Goldberger, Linda Jean Carpenter, Second Edition. Sport,

Physical Activity and the Law. Champaign IL: Sagamore

REFERENCES:1. P.P.S Gogna, Mercantile Law, S.Chand & Co Ltd, India, 4th Edition2. Dr. Vinod, K. Singhania, Direct Taxes Planning and Management, 20083. Akhileshwar Pathack, Legal Aspects of Business, 4th Edition, Tata McGraw Hill,20074. Richard Stim, Intellectual Property – Copy Rights, Trade Marks, and Patents, Cengage Learning, 2008.5. V.S.Datey, Taxman Publication, 21st Edition, 2008.

8

Page 9: Mba Hospitality Management Curriclum

BH9107 INDIAN CULTURE AND ETHOS LT P C3 0 0 3

UNIT I INTRODUCTION 9Salient features of Indian cultures – socio, ethinic historical and religious perspectives of Indian culture – Ancient Indian Culture – Cultural transition.

UNIT II CULTURAL DIMENSIONS 9Key elements of Indian cultural dimensions – Distinctiveness of Indian culture in personal life – Social life – work life - cultural traits under major religious background.

UNIT III CULTURAL REFELECTIONS 9Reflection in arts – paintings – Dance – Music – Ceremonies celebrations – place of worships – belief – Attitude and perception – Museum – Special interest - Tourism.

UNIT IV CULTURAL MIX 9Cultural dissimilarities across world – across nation– major issues – challenges to hospitality industry – Influence of global culture – emerging trends – Impact on personel and work life – Impact on tourist.

UNIT V VALUE SYSTEMS & ETHOS 9Indian ethos for management – value oriented holistic Management Practices – ethical issues in business – Role of Government and corporate in Promoting ethical code of conduct – Impact of value in hospitality products design and delivery systems.

TOTAL: 45 PERIODS

TEXT BOOKS:1. F.R. Allchin, Conservation of Indian Heritage , Cosmo publications, New Delhi.2. S.V.Venkateswara, Indian Culture through the ages: Education and propagation of

culture, Longmans green and co.

REFERENCES:1. S.M.Dewan , Corporate governance in public sector enterprises , Pearson Longman

(2006).2. R.Balasubramanian , Tolerance in Indian culture , Indian council of Philosophical

research (1992)3. Rajiv Desai , Indian business culture - An Insider’s guide , Butterworth and

Heinemann (1999)4. Ananda Das gupta , Human values in Management , Ashgate publishing limited

(2004).

9

Page 10: Mba Hospitality Management Curriclum

BH9108 SEMINAR I – TRENDS IN HOSPITALITY MANAGEMENT LT P C0 0 2 1

Note: Students are expected to prepare the oral & visual presentations based on current journal articles and submit a written review of the article in essay form on topics suggested below:

1. Global hospitality industry environment

2. Emerging trends in strategic alliances

3. Emerging trends in travel industry

4. Emerging trends in leisure time industry

5. Emerging trends in Restaurants

6. Emerging trends in Hotel industry

7. Emerging trends Medical Tourism

8. Trends in designing and execution of front office

9. Information technology impact on managing hospitality services

10. Merging technology with hospitality

TOTAL: 30 PERIODS

10

Page 11: Mba Hospitality Management Curriclum

BH9121 RELATIONSHIP MANAGEMENT LT P C 3 0 0 3

UNIT I INTRODUCTION 9Changing profile of customers in hospitality industry – Need for relationship building – Relationship Vs traditional approaches – classification of customers - customer centric relationship approach – Relationship environmental issues.

UNIT II CONCEPTS 9Conceptual frame work of relationship building – Select customer relationship models – stages in relationship formation and strategic relationship choices – operational, Analytical, collaborative relationship Management – Relationship life cycle.

UNIT III INTERNAL CUSTOMERS 9Role of people – process & Technology in relationship building - features of customers driven organization – managing customer experience in service delivery systems – Key issues – managing customer expectation and satisfaction – Managing complaints.

UNIT IV CUSTOMER PROFITABILITY 9Customer life time value - Customer Profitability Vs Loyalty – Measuring customer satisfaction – prevention of customer defection – Customer behavior in relation to service switching, reverse switching and variety seeking behavior – Involving customer in purchase dissonance negotiation.

UNIT V COMMUNICATION AND e CRM 9Communicating with customers – online and offline. Customer information management – e CRM – Introduction to CRM software packages – emerging trends.

TOTAL: 45 PERIODS

TEXT BOOKS:

1. Stanley A. Brown, Customer Relationship Management, John Wiley and Sons, Canada, Ltd.

2. Jerry Fjermestad, Nicholas C. Romano, Electronic Customer Relationship Management, M.E.Sharpe (2006).

REFERENCES:

1. H.Peeru Mohamed and A.Sahadevan , Customer Relationship Management, A Step by step Approach, Vikas Publishing.

2. Jill Dyche, The CRM Hand Book: A Business guide to customer Relationship Management , Pearson Education.

3. Roger J. Best Market _ Based Management Stratgies for Growing Customer Value and Profitability.

4. Bernd H.Schmitt, Customer Experience Management, John Wiley And Sons,( 2003 )5. Rob Jackson and Paul Wang, Strategic Database Marketing , NTC Business books.

(1994)6. Paul Greenberg, CRM AT SPEED OF LIGHT : Capturing and Keeping Customers

in Internet real time , Third edition, McGraw Hill Company (2004).

11

Page 12: Mba Hospitality Management Curriclum

BH9122 SUPPLY CHAIN IN HOSPITALITY INDUSTRY LT P C 3 0 0 3

UNIT I INTRODUCTION TO SUPPLY CHAIN AND OUTSOURCING 9Supply Chain – Definitions, Key Concepts, Enablers and Importance – Customer Service and Cost Trade offs. Supply Chain Performance Measures. Outsourcing – The Strategic approach for Make Vs Buy Continuum – Identifying Core processes – Market Vs Hierarchy – Sourcing Strategy: Portfolio approach and Impact of internet on sourcing.

UNIT II CUSTOMER SERVICE GOALS 9Product – Nature, Characteristics, Packaging and Pricing. Customer Service – Definition, importance, Sales – service relationship definition and modeling, Cost vs. service, determining optimum service levels, Service variability and contingencies. Order processing – definitions, order cycle time, factors affecting order processing.

UNIT III MANAGING FLOWS IN SUPPLY CHAINS 9Transportation – Drivers, Modes, Measures - Strategies for Transportation – Vehicle Scheduling – Transportation costs in E-Retailing. Planning Networks – Design and Operations – Location of Service Systems. Distribution of hospitality services – direct marketing. Role of IT on SCM – Framework for IT adoption in SCM.

UNIT IV SUPPLY CHAIN INTEGRATION AND RESTRUCTURING 9Integration – Internal and External – Building Partnerships and Trust in a Supply Chain. Channel partners – key drivers influencing choice of channel partners – Delivery Negotiation. Supply Chain – Mapping, Process Restructuring. Postponement Strategy and point of Differentiation. Restructuring the supply chain architecture.

UNIT V ORGANISATION AND CONTROL 9Organisation Structure – need and development. Organizational – Choices, Orientation and positioning. Interfunctional and interorganisational management – alliances and partnerships. Control – Process framework, system details, information, measurement and interpretation.

TOTAL: 45 PERIODS

TEXT BOOKS:1. Janat Shah, Supply Chain Management, Pearson Education, 2008.2. Ronald H. Ballou, Business Logistics and Supply Chain Management, Pearson

education,5th Edition

REFERENCES:1. Mohanty R.P and Deshmukh S.G, Supply chain theories and practices, Biztantra

publications, 2007.2. Mohanty R.P and Deshmukh S.G, Indian Case studies in Supply chain

Management and other learning resources, Biztantra publications, 2007.

12

Page 13: Mba Hospitality Management Curriclum

BH9123 FINANCIAL MANAGEMENT FOR THE HOSPITALITY INDUSTRY LT P C 4 0 0 4

UNIT I INTRODUCTION TO FINANCIAL MANAGEMENT 12A Basic Understanding of Financial Management – Profit vs Wealth Maximization- Time value of money - Financial Markets- Capital Markets, Money Market - Financial Instruments-- Key Financial Intermediaries in the Hospitality Industry.

UNIT II THE RELATIONSHIP BETWEEN RISK AND RETURN 12Risk. Returns and Distributions – Diversification - Beta. Expected Return and the Security Market Line- Bonds - Bond Features-. Bond Ratings-. Valuing Corporate Bonds. Computing Yield to Maturity on Corporate Bonds. Bonds with Semi-Annual Coupon Payments. Preferred Stock- Basic Preferred Stock Terminology. Preferred Stock Features. Valuing Preferred Stock - Common Stock-Common Stock Features. Valuing Common Stock. General Dividend Valuation Model - Zero-Growth Dividend Valuation Model. Constant-Growth Dividend Valuation Model. Valuing Common - Stock with Multiple Growth Rates. - Investors Rate of Return and Growth.

UNIT III COST OF CAPITAL AND CAPITAL STRUCTURE 12The Weighted Average Cost of Capital - The Cost of Debt- The Cost of Preferred Stock - Cost of Internal Equity - Cost of. External Common Equity - New Issues of Common Stock. Financial Planning for the Hospitality- Capital Structure Theory - Factors in the Determination of a Firms Capital Structure

UNIT IV CAPITAL BUDGETING ANDWORKING CAPITAL MANAGEMENT 12Classifying Capital Budgeting Projects- The Capital Budgeting Decision and Cash Flow Estimation - Uses -Managing Working Capital.

UNIT V OTHER FINANCIAL ISSUES 12Leasing, Expansion, Franchising - Asset Management in the Hospitality Industry-  Valuation of Hospitality Real Estate - Hotel Appraisal Requirements - The Hotel Appraisal Process- Approaches to Hotel Valuation -Thumb rules-Revenue Multipliers.-Reconciliation of Value.

TOTAL : 60 PERIODSTEXT BOOKS:1. I.M.Pandey, Financial Management, Vikas, 2007

2. M.Y. Khan & Jain, Financial Management, McGrawHill 2008.

REFERENCES:

1. Robert E. Chatfield, Michael C. Dalbor, Hospitality Financial Managment: Prentice Hall US 2005

2. William P. Andrew, James W. Damitio, Ph.D, CMA,Raymond S. Schmidgall, Financial Management for the Hospitality Industry: Prentice Hall US 2007.

3. Chris Guilding, Financial Management for Hospitality Decision makers, Butterworth Heinemann, 2005.

13

Page 14: Mba Hospitality Management Curriclum

BH9124 HOSPITALITY SERVICES MARKETING LT P C 4 0 0 4

UNIT I INTRODUCTION 12Conceptual frame work of services marketing – Nature of services -Distinction between pure products and services – -Service classification. Service Package. Various strategic approaches for marketing of hospitality services – Traditional Vs. Hospitality Marketing Mix -Internet strategies

UNIT II HOSPITALTIY SERVICES 12Category of Hospitality services - Hotels & Restaurants – travel – resorts –clubs – performing arts – exhibitions - Cinema – Food and beverages etc. specific service features – services life cycle – branding of hospitality services – brand image building

UNIT III HOSPITALITY SERVICES DESIGN 12New Service Development – Process, Innovation, Service system design. Service system design tools – Service Blue-printing. Managing Service Experience. Front-office Back-office Interface - Service scape – Implication for Service Design.

UNIT IV MARKET ANALYSIS AND MANAGEMENT 12Market segmentation for hospitality services- Targeting & positioning – National & Global perspectives – Analysis of market share – competitor analysis – Demand – Supply trend analysis. Capacity Strategies – Yield management

UNIT V PRICING & SALES PROMOTION 12Pricing of hospitality services – major consideration – differential pricing policy – Pricing Negotiation – role of government agencies, intermediaries and regulatory – sales promotion -Introduction to public relations (PR) - PR process and activities of PR - PR opportunities for the service industry – Push Vs Pull Strategies – online & offline advertisements – emerging trends.

TOTAL : 60 PERIODSTEXT BOOKS:1. Robert Reid, Hospitality Marketing Management , 4th edition ; Wiley publishing Inc

(2006).2. Christopher H.Lovelock : Services Marketing : People technology , Strategy ,

Pearson Education Asia.6th Edition

REFERENCES:1. William Lazer & Roger A. Layton , Contemporary Hospitality Marketing : A Service

Management Approach, Educational Institute American Hotel and Motel Association.2. Philip Kotler , Brown and Maken , Marketing for Hospitality and tourism , Pearson

Education India.4th Edition3. Sudhir Andrews, Food and Beverages Service, Tata McGraw Hill New Delhi.4. G.Raghubalan, Smritee Raghubalan, Hotel Housekeeping, Oxford University Press

(2009).5. Richard Metters, Kathryn King-Metters, Madeleine Pullman, Steve Walton, Service

Operations Management, South-Western, Cengage Learning, 2006.6. Olsen M.D, Chung Y, Graf N, Lee.K.2005.Branding: Myth and Reality in the Hotel

Industry.7. James A. Fitzsimmons, Mona J. Fitzsimmons, Service Management – Operations,

Strategy, Information Technology, Tata McGraw – Hill Edition 2006.

14

Page 15: Mba Hospitality Management Curriclum

BH9125 HUMAN RESOURCE MANAGEMENT L T P C 3 0 0 3

UNIT I PERCEPTIVE IN HUMAN RESOURCE MANAGEMENT 5Evolution of human resource management – The importance of the human factor – Objectives of human resource management – Inclusive growth and affirmative action -Role of human resource manager – Human resource policies – Computer applications in human resource management – Human resource accounting and audit.

UNIT II THE CONCEPT OF BEST FIT EMPLOYEE 8Importance of Human Resource Planning – Forecasting human resource requirement – Internal and External sources. Selection process screening – Tests - Validation – Interview - Medical examination – Recruitment introduction – Importance – Practices – Socialization benefits.

UNIT III TRAINING AND EXECUTIVE DEVELOPMENT 10Types of training methods purpose benefits resistance. Executive development programmes – Common practices - Benefits – Self development – Knowledge management.

UNIT IV SUSTAINING EMPLOYEE INTEREST 12Compensation plan – Reward – Motivation – Theories of motivation – Career management – Development of mentor – Protégé relationships.

UNIT V PERFORMANCE EVALUATION AND CONTROL PROCESS 10Method of performance evaluation – Feedback – Industry practices. Promotion, Demotion, Transfer and Separation – Implication of job change. The control process – Importance – Methods – Requirement of effective control systems grievances – Causes – Implications – Redressal methods.

TOTAL: 45 PERIODS TEXT BOOK:1. Decenzo and Robbins, Human Resource Management, Wiley, 8th Edition, 2007.2. Dessler Human Resource Management, Pearson Education Limited, 2007, 11th Edition.

REFERENCES:1. Dana V. Tesone, Human Resource Management in the Hospitality Industry. A

Practitioners Pespective.2. Michael J.Bollea & Steven Goss, Turner, Human Resource Management in the

Hospitality Industry, Butterworth Heinemann, 2005.3. Micheal Riley , Human Resource Management in the Hospitality & Tourism

Industry , Butterworth Heinemann,20054. Dennis Nickson, Human Resource Management for the Hospitality & Tourism

Industries, Butterworth 2006.5. Shirley A.Gilmore Cases in Human Resource management in the Hospitality ,

Pearson US,2005.6. NRAEF Management First: Human Resource Management and Supervision,

National Restaurant Association Educational Foundations, 2007.7. Darren Lee Ross HRM in Tourism Hospitality Cengage, 1999.

15

Page 16: Mba Hospitality Management Curriclum

8. Sudhir Andrews, Human Resource Management; A Text Book for the Hospitality Industry, Tata McGraw Hill 2009.

16

Page 17: Mba Hospitality Management Curriclum

BH9126 MANAGEMENT INFORMATION SYSTEMS LT P C 3 0 0 3

UNIT I INTRODUCTION 9Data, Information, Intelligence, Information Technology, Information System, evolution, types based on functions and hierarchy, System Analyst – Role, Functions.

UNIT II SYSTEMS ANALYSIS AND DESIGN 9SDLC, SSLC, Systems Analysis and System Design, Tools – DFD – ER – Object modeling, DBMS – RDBMS – OODBMS. UNIT III INFORMATION SYSTEM 9Financial, Marketing, Personnel, Production, Materials Information System, DSS, EIS, KMS, Hospitality Information Systems -Tourism marketing information system, Hotel Management Information System

UNIT IV SECURITY AND CONTROL 9Security, Testing, Error detection, Controls, IS Vulnerability, Computer Crimes, Securing the Web, Intranets and Wireless Networks, Software Audit, Ethics in IT.

UNIT V NEW IT INITIATIVES 9Applications of Artificial Intelligence in Hospitality Management, e- business, e-governance, ERP, Data warehousing and Data Mining, Business Intelligence

TOTAL: 45 PERIODS

TEXT BOOKS:1. Robert Schultheis and Mary Summer, Management Information Systems – The Manager’s View, Tata McGraw Hill, 2008.2. Kenneth C. Laudon and Jane Price Laudon, Management Information Systems – Managing the digital firm, Pearson Education Asia, 11th Edition.

REFERENCES:1. Gordon B. Davis, Management Information System : Conceptual Foundations, Structure and Development, Tata McGraw Hill, 2000.2. Haag, Cummings and Mccubbrey, Management Information Systems for the Information Age, McGraw Hill, 2005.3. Turban, McLean and Wetherbe, Information Technology for Management – Transforming Organisations in the Digital Economy, John Wiley, 2007.4. Raymond McLeod and Jr. George P. Schell, Management Information Systems, Pearson Education, 10th Edition.5. James O Brien, Management Information Systems – Managing Information Technology in the E-business enterprise, Tata McGraw Hill, 2002.6. Corey Schou and Dan Shoemaker, Information Assurance for the Enterprise – A Roadmap to Information Security, Tata McGraw Hill, 2007.7. Frederick Gallegor, Sandra Senft, Daniel P. Manson and Carol Gonzales, Information Technology Control and Audit, Auerbach Publications, 2007.

17

Page 18: Mba Hospitality Management Curriclum

BH9127 SERVICE RESEARCH METHODS LT P C 3 0 0 3

UNIT I INTRODUCTION 9Service Research – Definition and Significance – the research process – Types of Research – Exploratory and causal Research – Theoretical and empirical Research – Cross –Sectional and time – series Research – Research questions / Problems – Research objectives – Research hypotheses – characteristics – Research in an evolutionary perspective – the role of theory in research.

UNIT II RESEARCH DESIGN AND MEASUREMENT 9Research design – Definition – types of research design – exploratory and causal research design – Descriptive and experimental design – different types of experimental design – Validity of findings – internal and external validity – Variables in Research – Measurement and scaling – Different scales – Construction of instrument – Validity and Reliability of instrument.

UNIT III DATA COLLECTION 9Types of data – Primary Vs Secondary data – Methods of primary data collection – Survey Vs Observation – Experiments – Construction of questionaire and instrument – Validation of questionaire – Sampling plan – Sample size – determinants optimal sample size – sampling techniques – Probability Vs Non–probability sampling methods.

UNIT IV DATA PREPARATION AND ANALYSIS 9Data Preparation – editing – Coding –Data entry – Validity of data – Qualitative Vs Quantitative data analyses – Bivariate and Multivariate statistical techniques – Factor analysis – Discriminant analysis – cluster analysis – multiple regression and correlation – multidimensional scaling – Application of statistical software for data analysis.

UNIT V REPORT DESIGN,WRITING AND ETHICS IN BUSINESS RESEARCH 9

Research report – Different types – Contents of report – need of executive summary – chapterization – contents of chapter – report writing – the role of audience – readability – comprehension – tone – final proof – report format – title of the report – ethics in research – ethical behaviour of research – subjectivity and objectivity in research.

TOTAL: 45 PERIODS

TEXT BOOKS: 1. A.Parasuraman, Dhruv Grewal and R.Krishnan, Marketing Research, Biztantra, New

Delhi, 2004. 2. Alvin C.Burns and Ronald F.Bush, Marketing Research, Pearson Education, New

Delhi, 2006.3. Gilbert A.Churchill, Jr.And Dawn Iacobucci, Marketing Research, South Western

cengage Learning, New Delhi, 2005.4. G.C.Beri, Marketing Research, Tata McGraw Hill Publishing Company Ltd., New

Delhi, 2008.

18

Page 19: Mba Hospitality Management Curriclum

BH9128 IT APPLICATIONS FOR HOSPITALITY INDUSTRY L T P C 0 0 4 2

DOCUMENTATION 8Word, Presentation and Web publishing packages

COMPUTATION 16 Data Analysis and model building using Spreadsheet

ACCOUNTING 12Journal entry, Trial balance, Profit & Loss Statement, Final Balance Sheet

DATABASE MANAGEMENT 8Database creation, manipulation and transactions using query languages.

STATISTICAL 16Analyse research data using parametric and non-parametric tests.

TOTAL: 60 PERIODS

19

Page 20: Mba Hospitality Management Curriclum

BH9129 SEMINAR II HOSPITALITY ETIQUETTE AND ETHICS LT P C 0 0 2 1

Note: Students are expected to prepare the oral & visual presentations based on current journal articles and submit a written review of the article in essay form on topics suggested below:

1. People Skills and Life Skills (civility, courtesy, problem-solving, diversity, communication, stress management, delegation, time management, and humility)

2. Tourism and Culture – Indian and Global perspective

3 Cross cultural Hospitality Etiquette

4. Corporate Social Responsibility

5 Manners, Etiquette and Style for Hotel Management, Travel and Tourism Management

6. Etiquette Training & Grooming

7. Professional Ethics in Hospitality Management - Hotel Management, Travel and Tourism Management

8. Ethical Decision making in business

9. Event Planning

10. Customs – Indian and Global perspective

TOTAL: 30 PERIODS

20

Page 21: Mba Hospitality Management Curriclum

BH9109 INTERNATIONAL BUSINESS MANAGEMENT LT P C3 0 0 3

UNIT I INTRODUCTION 6International Business –Definition – Internationalizing hospitality business-Advantages –factors causing globalization of service business- international business environment for hospitality – country attractiveness –Political, economic, cultural environment and Legal requirements in popular tourist destinations in the world – distinct features– Protection Vs liberalization of global business environment for service.

UNIT II INTERNATIONAL TRADE AND INVESTMENT 11Promotion of global business – the role of GATT/WTO – multilateral trade negotiation and agreements – VIII & IX, round discussions and agreements – Challenges for global service business –global trade and investment – Need for global competitiveness – service competitiveness –Regional trade block – Types – Advantages and disadvantages – RTBs across the globe – brief history.

UNIT III INTERNATIONAL STRATEGIC MANAGEMENT 11Dynamics of service business - Strategic compulsions-Standardization Vs Differentiation – Strategic options – Global portfolio management- global entry strategy – different forms of international business – advantages- organizational issues of international business – organizational structures – controlling of international business – approaches to control – measuring performance in service.

UNIT IV PRODUCTION, MARKETING, FINANCIAL AND HUMAN RESOURCE MANAGEMENT OF GLOBAL BUSINESS IN HOSPITALITY 11

Global supply chain issues – Quality considerations- Globalization of markets, marketing strategy – Challenges in product development , pricing, production and channel management- Investment decisions – economic- Political risk – sources of fund- exchange –rate risk and management – strategic orientation – Training and development – compensation.

UNIT V ETHICAL ISSUES IN INTERNATIONAL BUSINESS 6Travel and Tourism - Hotels - Hospitals – International chains – nature of business, Ethical issues in International Business.

TOTAL: 45 PERIODSTEXT BOOKS:1. Charles W.I. Hill and Arun Kumar Jain, International Business, 6th edition, Tata Mc Graw Hill, 2009.2. John D. Daniels and Lee H. Radebaugh, International Business, Pearson Education Asia, New Delhi, 2000.3. James A. Fitzsimmons and J.Maia Fitzsimmons, service Management: operation, strategy, and Information Technology, Mc Graw Hill, New York, 2006. 4. Michael R. Czinkota, Ilkka A. Ronkainen and Michael H. Moffet, International Business, Thomson, Bangalore, 2005.5. Aravind V. Phatak, Rabi S. Bhagat and Roger J. Kashlak, International Management, Tata Mc Graw Hill, 2006.6. Oded Shenkar and Yaong Luo, International Business, John Wiley Inc, Noida, 2004.

21

Page 22: Mba Hospitality Management Curriclum

BH 9110 STRATEGIC HOSPITALITY MANAGEMENT L T P C3 0 0 3

UNIT I INTRODUCTION 9The origin of Strategic Management – The strategic management process – Global competitiveness in Hospitality Industry – Strategic thinking – Strategic Management in the Hospitality Industry - Case Study.

UNIT II MICRO AND MACRO STRATEGIC ENVIRONMENT 9 The environment and external stakeholders – Hospitality Industry Structure – Managing the operating environment – Creating strategic direction – Organization Mission – Vision – Values – Corporate Social responsibilities – Organizational Resources and Competitive advantage in travel and tourism organization - Case Study.

UNIT III STRATEGY FORMULATION IN HOSPITALITY INDUSTRY 9Generic Business Strategies – Competitive dynamics – Corporate level strategy & Restructuring – Vertical Integration Strategies, Mergers & Acquisition – Strategic restructuring – Portfolio management for Hospitality industry - Case Study.

UNIT IV STRATEGY IMPLEMENTATION IN HOSPITALITY INDUSTRY 9Strategy Implementation for travel & tourism organization - Inter organizational relationship and the tourism culture – Functional level resources strategy implementation through organization design and control - Case Study.

UNIT V STRATEGIES FOR HOSPITALITY ENTREPRENEURSHIP 9Entrepreneurial strategies – Creativity and Innovation, Corporate entrepreneurship – Global strategic management and the future – Hospitality Infrastructure Development and Ownership – Trends in Hospitality Industry - Trends in Strategic Leadership in Hospitality Industry – Strategic issues in non profitable – Hospitality companies - Case Study.

TOTAL : 45 PERIODSTEXT BOOKS :1. Evans, N Campbell, D and Stonehouse, G (2003) Strategic Management for Travel

and  Tourism. Oxford: Butterworth-Heinemann.2. Harrison, J S and Enz, C A (2004) Hospitality Strategic Management: Concepts and

Cases. Wiley, Chichester3. Nigel Evans, David Campbell and George Stonehouse,(2003) Strategic Management

for travel & Tourism, Elsevier Inc.4. G. Johnson and K Scholes (2002) Exploring Corporate Strategy (6th edn). London:  

Prentice Hall.5. Fred R. David, Strategic Management: Concepts & Cases, 11th Edition, Prentice

Hall, 20076. Cases from …Cornell Quarterly7. Hotels magazine .. Blogs, website8. American Hotel and Lodging Association AHLA

22

Page 23: Mba Hospitality Management Curriclum

BH 9111 HOSPITALITY SERVICE PLANNING AND DEVELOPMENT L T P C 3 0 0 3

UNIT I INTRODUCTION 9Hospitality Concept and Significance - Hospitality Industry Product(s) and service(s) - Characteristics of Hospitality Services - Importance of planning and development in hospitality industry - Tourism policy and planning - Impact of Globalization.

UNIT II HOSPITALITY PLANNING 9Hospitality planning process - Nature, Purpose and Types - Strategic Service Vision - integrative elements - Service operational planning and control - Process Analysis – Process Simulation - Managing for growth – multisite service lifecycle, industry roll ups and franchising Sustainable hospitality planning - Environmental Strategies - Environmental impact analysis (EIA).

UNIT III SERVICECAPE AND FACILITY DESIGN 9Servicecape - Role of servicescape - Typology of Servicescape - Servicecape framework - environmental dimensions, moderator, internal responses, behavior -Facility Design - Factors influencing design - site selection – models - facility layout.

UNIT IV HOSPITALITY CAPACITY PLANNING 11 Capacity planning for hospitality services - Managing demand and supply; Yield Management, Revenue Management – fixing room rate - Elements of system and implementation issues - Queuing models - Waiting Time Management – Psychology of waiting.

UNIT V FRONT OFFICE BACK OFFICE INTERFACE 7Front office management – Guest Interface- Concierge services- service recovery- Managing reservations - hotels, tourism, hospitals - Service decoupling – firm level strategy and operational implementation - Role of technology, IT, business application softwares – Guest Satisfaction tracking system -Remedies for Emergency safety and security. .

TOTAL : 45 PERIODSTEXT BOOKS:1. James A Fitzsimmons and Mona J,. Fitzsimmons, Services Management

Operations, Strategy and Information Technology, Tata McGraw Hill, 2006.2. Richard Metters, Kathryn King-Metters, Madeleine Pullman, Steve Walton, Service

Operations Management, South-Western, Cengage Learning, 2006.

REFERENCES:

1. Axler ,Management of Hospitality Operations, McGraw Hill Publishers, 1984.2. Frank D Borsemik, The Management of Maintenance and Engineering Services in

Hospitality Industry, John Wiley and Sons, 4th edition, 1986.3. Charles R, Goeldner & J.R.Ritchie, Tourism: Principles, Practices, Philosopher.

23

Page 24: Mba Hospitality Management Curriclum

BH9112 HOSPITALITY SALES AND ADVERTISING MANAGEMENT L T P C 3 0 0 3

UNIT I INTRODUCTION TO ADVERTISEMENT 9Concept and definition of advertisement – Social, Economic and Legal Implications of advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration – Advertisement campaigns – case studies.

UNIT II ADVERTISEMENT MEDIA 9Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of advertisements - related to sales – Media strategy and scheduling.

UNIT III DESIGN AND EXECUTION OF ADVERTISEMENTS 9Message development – Creating Positive impressions through media – corporate image press and media relationship Different types of advertisements – Layout – Design appeal – Copy structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media Research – Concept Testing - Measuring impact of advertisements – case studies.

UNIT IV HOSPITALITY SALES PROMOTION 9Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion techniques – Trade oriented and consumer oriented - Out sourcing sales promotion national and international promotion strategies – Integrated promotion – Coordination within the various promotion techniques – Online sales promotions.

UNIT V ISSUES AND TRENDS 9Public Relations Opportunities for the Hospitality Industry – Green Hospitality – Multicultural Issues – Crisis Management – Overlapping Brands – Using the Web to Market Tourism Destinations – Recent Trends in Hospitality Marketing – Case Studies.

TOTAL: 45 PERIODS

TEXT BOOKS: 1. Kotler, Bowen, Makens : Marketing for Hospitality and Tourism 5 th edition, Prentice

Hall, 20092. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing

communication, Prentice Hall of India, New Delhi, 2003.

REFERENCES:1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books,

New Delhi, 2001.2. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education 7th Edition, 2007.3. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill,

Singapore, 1998.4. Sinha, P.C : Tourism marketing

5. Vearne, Morrisson Alison: Hospitality marketing.

24

Page 25: Mba Hospitality Management Curriclum

BH9113 TOURISM, TRAVEL AND TRANSPORTATION MANAGEMENT L T P C

3 0 0 3

UNIT I INTRODUCTION 9Tourism - Definitions and Concepts – Components of tourism, Geographic components of tourism - Types of Tourists, Visitor, Traveler, and Excursionist – Definition and differentiation Tourism, recreation and leisure, their inter–relationships – Tourism organization / Institutions –Role and functions of International agencies in Hospitality industry.

UNIT II TOURISM MANAGEMENT 9Nature and characteristics – features of tourism – tourism activities – motivation for tourism – Tourism products – Differentiation with other types of consumer products - Elements and characteristics of tourism products - Tourism product production system, Tourism Product Life Cycle, typology of tourism products - Types and Forms of Tourism.

UNIT III TRAVEL MANAGEMENT 9Travel formalities - History, Growth, and present status of Travel Agency - Definition of Travel Agency and differentiation between Travel Agency and Tour Operation business - Linkages and arrangements with hotels, airlines and transport agencies and other segments of tourism sector - Functions of a Travel Agent - Functions of a Tour Operator - Public and Private sector in Travel Agency Business and Tour Operation Business – ebooking.

UNIT IV TRANSPORTATION MANAGEMENT 9Transport System - Different types of Transport - Impact of Science and Technology, Land Transport - Roadways – Railways - Origin and Development, Water Transport - Inland waterways – steam boat – cruises, Air Transport-Origin and development of Aviation – Air Taxis – Multinational air transport regulations – nature, significance and limitations.

UNIT V ECO TOURISM 9Adventure Tourism - Adventure sports - Ecotourism and Sustainable Tourism - Eco-tel and Eco resorts - Theme Parks, Rural and Urban Tourism - Tourism Impacts - Outbound and Inbound Tourism Trends - Emerging trends, cause of variation of tourism trends.

TOTAL : 45 PERIODSTEXT BOOKS:1. Burkart & Medlik,(1974), Tourism in Past, Present & Future, Heinmann, London. 2. Foster Dennis L., The Business Of Travel Agency Operations and Administration (1993) Macmillan/ McGraw, Singapore,

REFERENCES:1. Sanjnani, Manohar, (1999), Tourism Business: A legal Perspectives, Gyan Publishing House Pvt. Ltd. New Delhi. 2. Singh, L. K., (2008), Trends In Travel And Tourism And Laws, Isha Books.. 3. Kandari, O.P. & Chandra Ashish, (2004), Tourism Development Principles Practice.4. Hooloway J.C., The Business of Tourism (1983), MacDonald and Evans, Plymouth5. Dixit Manoj & Charu Sheela : Tourism Products, New Royal Publishers, Lucknow(2001).6. World Tourism organisation WTO website

25

Page 26: Mba Hospitality Management Curriclum

BH 9114 MEDICAL TOURISM L T P C 3 0 0 3

UNIT I INTRODUCTION TO HEALTH CARE IN INDIA 9Historical Review – Health care services: Level & Types -– Disease burden - Public Services in India - Private health care sector growth: a retrospective & road ahead–- Pharmaceutical, Biotechnology - Health Insurance- Financing and delivery of health services: Issues & Challenges.

UNIT II GLOBAL HEALTH 9Global health – Health Inequalities-Socioeconomic factor s& health-Globalization and emerging Infectious diseases- Health effects and Environment- Global health payers and players.

UNIT III MACRO PERSPECTIVE 9Effects of medical tourism in nation’s economy – development of supporting services for medical tourism – role of government – Private sector – voluntary agencies in promotion of medical tourism, Medical tourism – significance- Medical tourism as an industry- Medical tourism destinations – Types and flow of medical tourists- Factors influencing choice of medical tourism destinations

UNIT IV MARKETING STRATEGY and COMMUNICATION 9Strategy formulation to attract and retain national and global medical tourists – Positioning of Indian medical services –Traditional and non traditional – “Wellness, Ayurvedic, Spa - Pricing of Medical Services. Integrated communication for medical tourists – Online and offline communications – Relationship management with medical tourists.

UNIT V EMERGING TRENDS 9Understanding Medical tourist satisfaction – Protecting stakeholder’s interests in medical - tourism – Ethics in Medical Tourism – Asian / Western Medical Tourism – Government Plans and Policies.

TOTAL : 45 PERIODS

REFERENCES:

1. Milica Z.,Bookman Karla R. Bookman, Medical Tourism in developing countries , palgrave Macmillan tm 2007.2. Raj Pruthi , Medical Tourism in India , Arise publishers & Distributors, 20063. RNCOS, Opportunities in Medical Tourism in India(2007), RNCOS E-Services Pvt. Ltd., 2006.4. Michael D. Horomitz Jeffrey A. Rosensweig, Medical Tourism – Health Care in The global economy (Trends), Americal College of Physician Executive, 2007.

BH9115 HOTEL AND CATERING MANAGEMENT L T P C

26

Page 27: Mba Hospitality Management Curriclum

3 0 0 3

UNIT I STRUCTURE OF HOTEL INDUSTRY 6Hotel industry – Overview, Hierarchy in hotel chain, Global standards for hotels– Star rating - Competition in hotel industry - Government initiatives to promote hotel industry.

UNIT II SERVICES OFFERED IN HOTEL INDUSTRY 9Customer Relations Management – Support services – Conferences, Banqueting, mini bars, Guest Relations Management – Administration of Tours, Trips – Travel Packages, – Managing Other services – Specialty Resorts – Booksellers –SPA –Beauty Clinics- Gymnasium – Hotel etiquettes – Billing Patterns, - Quantity Discounts.

UNIT III HOUSEKEEPING FOR HOTEL INDUSTRY 10Front office management – Housekeeping scope and Importance – Hotel organization chart and its reporting line – Planning the work in housekeeping department – Frequency scheduling – Performance and Productivity Standards – Positions and Job descriptions in housekeeping department –Global Practices in House Keeping - Waste Recycle Management – Coordination across departments.

UNIT IV INTRODUCTION TO CATERING 10Overview of catering industry – Competition in catering industry -Role of catering establishment in travel and tourism industry – Commercial Catering (Residential / Non-residential ) - Industrial and institutional catering - Off premises catering - Sea catering – Air Catering - Hospital catering- classification of equipments - Quantity and Types of - Crockery, Tableware, Glassware, Earthenware, Linen, Furniture, eco – friendly furniture ergonomically designed - Care & Maintenance of these equipments. Introduction to cookery - coffee shop – fast food restaurant – traditional food - Indian fast food - specialty restaurant - Types of Banquets - Banquets operations- Room Service - Introduction to Patisserie: Bakery and Confectionery.

UNIT V KITCHEN MANAGEMENT AND MENU PLANNING 10Kitchen organization and layout – Layout of Receiving area, Storage area, Service & Wash up area - Hygiene : Personal and Kitchen – show kitchen HACCP – Hazardous Analytical Critical Control Point - Quality – Food Management - Nutrition - Food Safety – Hygiene principles for commodities, equipment, food area and personnel - Attitude and behavior inside kitchen- Fuels and storage. Origin of menu & menu planning objectives - Types of menu, menu planning - consideration & constraints - Menu designing - Courses of menu - French: classical and modified, Indian courses - Planning menus, Accompaniments, Garnishing and Cover for each course – Recipe formation : weighing & costing, portion control, storing and special storage points for Dry, Frozen & perishable food items, Revenue generation.

TOTAL: 45 PERIODS

TEXT BOOKS:1. Casado, M. (2000) Housekeeping Management. John Wiley and Sons, Inc. 2. Martin, R. (1998) Professional Management of Housekeeping Operations. Third

Edition. John Wiley and Sons, Inc. 3. Kappa, M., Nitschke, A. and Schappert, P. (1995) Housekeeping Management.

Educational Institute of the American Hotel and Motel Association. 4. Menu Planning- Jaksa Kivela, Hospitality Press5. Modern Restaurant Service – John Fuller, Hutchinson6. Theory of Catering - Kinton & Cessarani.

27

Page 28: Mba Hospitality Management Curriclum

BH 9116 SERVICES QUALITY MANAGEMENT L T P C 3 0 0 3

UNIT I INTRODUCTION TO QUALITY MANAGEMENT 9

Definitions – TQM framework, benefits, awareness and obstacles. Quality – vision, mission and policy statements. Customer Focus - Part of Customer focus – customer perception of quality, Translating needs into requirements, customer retention. Dimensions of service quality. Cost of services quality.

UNIT II CONCEPTS OF SERVICES QUALITY 9

Definitions of Service Quality and its Significance -Measuring Service Quality -Service Quality Gap Model - Service Quality Standards - Strategies for Improving Service Quality - Monitoring Service Quality. Concepts of Quality circle, Japanese 5S principles applicable to services.

UNIT III APPLYING STATISTICAL PROCESS CONTROL TO SERVICES 9

Statistical process control (SPC) – application of SPC to services. Six sigma for services. Reliability concepts – definitions, reliability in series and parallel, product life characteristics curve. Business process re-engineering (BPR) – principles, applications, reengineering process, benefits and limitations.

UNIT IV TOOLS AND TECHNIQUES FOR SERVICE QUALITY 9

Quality functions development (QFD) – Benefits, Voice of customer, information organization, House of quality (HOQ), building a HOQ, QFD process. Applying the seven new management tools for service quality. Bench marking in services.

UNIT V QUALITY SYSTEMS IMPLEMENTATION FOR SERVICES 9

ISO certification for services – quality management systems – guidelines for performance improvements. Quality Audits – Walkthrough audits. TQM culture –Leadership, quality council, employee involvement, motivation, empowerment, recognition and reward.

TOTAL: 45 PEROIDSTEXT BOOKS:1. Dale H.Besterfield et al, Total Quality Management, Third edition, Pearson Education (First Indian Reprints 2004).2. Shridhara Bhat K, Total Quality Management – Text and Cases, Himalaya Publishing House, First Edition 2002.3. Services Marketing, Tata McGraw Hill, 4. Brett E. Trusco, Caroline Pexton and Praveen Gupta, Improving health care Quality and cost with Six sigma, FT Press, 2009.

REFERENCES:1. Poornima M.Charantimath, Total Quality Management, Pearson Education, First Indian Reprint 2003.2. Indian standard – quality management systems – Guidelines for performance improvement (Fifth Revision), Bureau of Indian standards, New Delhi.

28

Page 29: Mba Hospitality Management Curriclum

BH9118 SEMINAR-III – INFRASTRUCTURE MANAGEMENT LT P C 0 0 2 1

Note: Students are expected to prepare the oral & visual presentations based on current journal articles and submit a written review of the article in essay form on topics suggested below:

1. Infrastructure Project Lifecycle

2. Government Role in infrastructure development

3. Infrastructure Privatization - Benefits, Problems and Challenges, Methods,

Special Economic Zones.

4. Rural and Urban Infrastructure in India –Road, Rail, Air, and Sea Transportation

Sectors, Water Supply and Sanitation Sectors, PWD, Power Sector ,

Telecommunications and Information Technology Sectors

5. Infrastructure Projects – project finance, risks, returns, risk and return

management

6. Legal and Contractual Issues in Infrastructure - Tenders and Contracts ,

Negotiating with multiple Stakeholders

7. Challenges in Construction and Maintenance of Infrastructure

8. Performance Modeling and Life Cycle Analysis

9. Sustainable Development of Infrastructure.

10. Cases in the area of Infrastructure Development and Management – Core

sectors- Tourism – Hospital – Hotel - Other Related Industries.

TOTAL: 30 PEROIDS

29