Institute for Tourism Studies (IFT) and Cornell-Nanyang Institute of Hospitality Management (CNI) co-organising CNI-IFT Advanced Certification in Strategic Hospitality Management

The tourism industry of Macao has been developing rapidly in recent years, while hotel industry is one of the key elements, management team of hotel industry must equip with strategic thinking and advance vision, thus IFT and CNI co-organised the “CNI-IFT Advanced Certification in Strategic Hospitality Management” with the aim to provide industry executives an all-rounded training in Strategic Hospitality Management. This certification programme consists of four modules to be offered in 2010 and 2011. Individuals can attend one of the following modules:
Module 1 - Strategic Hospitality Operations (conducted in January 2010)
Module 2 - Strategic Hospitality Marketing (conducted during 22 – 23 July 2010)
Module 3 - Strategic Thinking
Module 4 - Strategic Financial Management
and earn a certificate of “CNI-IFT Executive Development Programme”, OR accomplish all four to receive the “CNI-IFT Advanced Certification in Strategic Hospitality Management”. The “Strategic Hospitality Marketing Executive Development Programme” is one of the four modules of the “CNI-IFT Advanced Certification in Strategic Hospitality Management”, exposing participants to innovative, practical and profitable approaches of addressing key strategic hospitality marketing challenges. Participants will learn the latest applications of strategic thinking and analysis in hospitality marketing: from upstream marketing and strategic analysis to value innovation, managing brand equity and marketing metrics. IFT gladly invited Prof. Gerard Gonzales, Adjunct Associate Professor, Cornell-Nanyang Institute of Hospitality Management as the speaker. Prof. Gonzales has accumulated 30 years of international hotel and resort management experience. Prior to setting up his management consulting practice in 1989, he held positions as general manager, financial controller, consultant, administrator and internal auditor with various hotels, resorts and restaurant organisations in Singapore, Indonesia, Malaysia and the USA. As principal consultant of Gonzales & Associates, he consults for several independent and chain hospitality organisations in Singapore, Malaysia, Indonesia, China, France and the United Kingdom in the area of strategic planning and marketing, asset management, organizational development and customer value management. The 2-day “Strategic Hospitality Marketing Executive Development Programme” includes the following topics:
I. Strategizing Marketing
- Marketing’s Business Purpose
- Strategic Planning
- Strategic Marketing System
- Strategic Marketing Planning
2. Strategic Analysis
- Environmental Scanning
- Competitor Analysis
- Customer Analysis
- SWOT Analysis
3. Managing Brand Equity
- Brand & Brand Equity
- Lessons in Brand Equity Management
4. Value Innovation
- Competitive Methods: Then & Now
- The 4 Lenses of Innovation
- Blue Ocean Strategy
5. Measuring Value
- Marketing Metrics Audit Process
6. Case Study Discussion
- Pearl River Garden Hotel, Sanya
- Banyan Tree: Development A Powerful Service Brand Institute for Tourism Studies (IFT), Macao and Cornell-Nanyang Institute of Hospitality Management (CNI), Singapore started co-organising executive development programmes and public lectures since 2007, providing advancement opportunities for industry professionals. The Cornell-Nanyang Institute of Hospitality Management (CNI) is a partnership between world-renowned Cornell University’s School of Hotel Administration and Nanyang Technological University (NTU)’s Business School (NBS). This alliance brings together the world’s leading hotel management school and one of Asia’s elite business schools. Singapore-based Nanyang Business School was ranked the top 24th school worldwide in the Financial Times’ business school rating this year. Please visit www.cni.ntu.edu.sg for more information. IFT has always strived to seek diversified development and expansion of international network. Collaboration with many overseas organisations and universities helps ensure that its programmes meet international standards. The executive development programmes and public lectures provide opportunities for senior executives to probe into the development of Macao’s tourism industry and challenges it has to face.