Individual modules

The “Digital Marketing & Social Media Strategies” module is designed to provide learners with the knowledge and skills needed to develop and execute effective digital marketing strategies, with a particular focus on social media.

Students will learn to identify objectives, target audiences and appropriate platforms for each digital marketing campaign.
They will also acquire practical skills to create and manage social media accounts, develop engaging content, implement online advertising strategies, and analyze data to optimize campaign performance.

This module will also provide an in-depth understanding of best practices in digital marketing and social media management, as well as current tools and techniques used in the industry.
Learners will be able to apply this knowledge and skills to achieve successful digital marketing results.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Develop digital marketing strategies by effectively identifying objectives, target audiences and appropriate platforms.

• Master the skills needed to create, manage and develop social media accounts relevant to their marketing campaigns.

• Analyze data and use available tools to optimize the performance of their digital marketing and social media management campaigns.

The “Content & Social Media for the Luxury Industry” module is specially designed to address the particularities of marketing in the luxury industry.
Learners will develop the skills and knowledge needed to develop and implement effective digital marketing strategies, with a particular focus on social media and content.

The approach takes into account the unique dynamics of the luxury industry, recognizing that it requires a different approach than traditional environments.
Students will learn to target specific objectives, high-end audiences and appropriate platforms for each digital campaign, highlighting the distinctive characteristics of the luxury industry.

In addition to learning practical skills for managing social media accounts, creating engaging content and implementing online advertising strategies, learners will also explore best practices specific to the luxury sector and the latest tools used in the industry.

This module will enable participants to effectively apply this knowledge and skills to achieve successful digital marketing results in the luxury sector.

Module skills/objectives

Upon successful completion of this module, students will be able to

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

This advanced revenue management module offers a comprehensive approach to managing revenues from hosting and other points of sale.

Participants will gain an in-depth understanding of customer demand, and how to analyze this demand to adjust pricing and availability according to factors such as seasonality and competition.
They will discover different IT applications dedicated to revenue management, such as revenue management systems, distribution platforms and intelligence and analysis software.

These tools will enable participants to make informed pricing and distribution decisions, optimizing the performance of their hotel establishment.

Module skills/objectives

Upon successful completion of this module, participants will be able to

• Analyze customer demand to identify the factors that determine a hotel’s pricing and availability;
• Preparing and planning the digital transition for professional total revenue management;
• Make strategic pricing and distribution decisions based on an appropriate set of performance indicators and market data.

This module focuses on the growing impact of digitization in the hospitality industry and addresses the key concepts of digital transformation and change management.

Students will learn about the importance of change readiness assessments, stakeholder engagement, communication strategies and creating a culture of change.
They will also explore the latest technological trends, such as artificial intelligence, data analysis, virtual and augmented reality, and the ‘Internet of things’.

In addition, they will be introduced to the challenges and opportunities of digitizing hotel services, such as customer data management, personalized experiences and adapting to changing consumer behavior.

Finally, this module will cover change management techniques to help hotel businesses effectively navigate the transition to a digital culture, with a focus on communication, training and employee engagement.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Apply change management strategies to ensure the success of digital transformation in the hospitality industry.

• Analyze the impact of emerging technologies on hotel services and identify implementation opportunities.

• Evaluate the effectiveness of communication and training methods in fostering employee engagement during the transition to a digital culture.

The “AI, Automation & Transformation in Hospitality” module focuses on the growing impact of artificial intelligence (AI) and automation in the hospitality sector.

Students will gain an understanding of how AI and automation are being used to improve operational efficiency, customer experience and strategic decision-making.
They will also examine the ethical and social implications of using AI in the hospitality industry.

This module will equip students with the knowledge and skills to effectively analyze emerging technologies, anticipate transformation and exploit the competitive advantages offered by AI and automation in the hospitality context.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Analyze specific opportunities where artificial intelligence (AI) can be integrated into hotel and restaurant operations, developing tailored implementation strategies to improve efficiency and profitability.
• Critically assess the ethical and social implications of using AI and automation in the hospitality sector, proposing appropriate mitigation measures to promote responsible use of these technologies.
• Analyze the feasibility of implementing AI and automated systems to personalize and improve the customer experience in the hotel industry in terms of cost, efficiency and real added value.

The “Innovation, Creativity & Global Trends” module covers a range of key hospitality concepts, focusing on innovation, creativity and international trends.

In an increasingly competitive world, it’s essential for companies in the hospitality industry to keep up with the latest trends and adopt an innovative approach to stand out from the competition.
It explores the different facets of innovation and creativity in a global context, examining how these elements influence the hospitality industry.

Focusing on global trends, this module enables students to gain an in-depth understanding of current and future developments shaping the hospitality sector and explore how they can be applied to create unique and innovative experiences.

Module skills/objectives

Upon successful completion of this module, students will be able to

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

The ‘Technology, Trends & Emerging Innovations’ module highlights the latest trends and emerging innovations in the hospitality industry. Participants will have the opportunity to discover, discuss and analyze current developments in the sector, as well as new ideas and emerging innovations, including technological advances that are shaping the hospitality industry.

With a better understanding of these emerging trends, participants will be able to anticipate and respond more effectively to changing customer needs.
The aim is to deliver unique, personalized experiences that stand out from the competition.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Analyze emerging trends in the hospitality industry to anticipate changing customer needs.
• Evaluate technological innovations in the hotel and restaurant sector to ensure they are optimally integrated into customer experiences.
• Design unique, personalized experiences in the hospitality industry that stand out from the competition thanks to an in-depth understanding of emerging trends and innovations.

The “Contemporary MICE Management” (Meetings, Incentives, Conferences, and Exhibitions) module offers students an immersive exploration of the dynamic territory of MICE events, going beyond traditional hotel parameters to encompass emerging formats such as virtual and hybrid event structures.

In today’s age of digital transformation, students will dive into evolving trends, cutting-edge meeting technologies, attendee apps and conferencing platforms.

Through this module, participants will develop the skills needed to effectively plan, execute and synchronize virtual, hybrid and face-to-face MICE gatherings, using digital tools and leveraging the benefits of hybrid methodologies.
Emphasizing the creation of distinctive and captivating experiences, this module highlights the transformative potential of digitalization and hybrid event formats.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Critically analyze evolving trends in contemporary MICE event management, using innovative technologies and industry best practices.
• Design and implement effective strategies for planning, executing and synchronizing virtual, hybrid and face-to-face MICE gatherings, using digital tools and integrating the benefits of hybrid methodologies.
• Assess the impact and transformative potential of digitalization and hybrid event formats, creating distinctive and captivating experiences for attendees.

“Event Management” is a module that covers the organization and planning of events of all kinds, such as conferences, weddings, festivals and sporting events.

This module provides an in-depth understanding of the key principles of event management, as well as the skills and knowledge needed to succeed in this field.

Students learn to draw up budgets, coordinate suppliers and service providers, manage risks and event logistics.

They also acquire marketing and communication skills, including effective strategies for attracting sponsors.
In addition, the module covers human resources aspects, such as staff recruitment and training, as well as the use of volunteers for events.

Through case studies and practical projects, students are prepared to successfully manage events of all sizes.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Assess, plan, organize and secure the entire event to ensure the smooth running and safety of participants.

• Identify human resources needs, plan and implement strategies for recruiting, training and managing staff and volunteers to effectively support event organization.

• Develop a sound financial strategy by identifying potential sources of revenue, implementing marketing and promotional strategies, and seeking and securing sponsorship partnerships to maximize the event’s profitability and impact.

The “Opportunity & Concept Creation for Events” module offers an in-depth exploration of emerging trends in the events industry, and the associated business opportunities.

Students will have the opportunity to evaluate and analyze national and international events to better understand their impact on the sector.
They will also learn to adapt event management concepts and strategies to local environments, in order to attract a diverse clientele.

With an emphasis on creativity and innovation, this module encourages students to develop unique and engaging concepts for events, using the information gathered in their analyses to make informed decisions.

With this module, students will be well equipped to succeed in the events industry and create memorable experiences for their customers.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Assess and analyze national and international event trends to identify emerging business opportunities.
• Adapt event management concepts and strategies to the specifics of local environments to meet the needs of different audiences.
• Create and develop innovative concepts for events, using information gathered from analyses and applying creative and innovative approaches.

The “Technology & Events Logistics” module explores the impact of technology and digitalization on event planning and organization.

Students will learn how to integrate digital technologies into booking, attendee management and event tracking processes to enhance the overall experience.
In addition, students will acquire practical skills in event logistics, such as venue management, transportation, accommodation, supply management and team coordination.

They will also develop skills in budgeting, negotiating with suppliers, and will be prepared to ensure the smooth running and success of an event by innovating in the fields of logistics and coordination.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Evaluate digital technologies to optimize event planning and organization processes, integrating them into booking, participant management and event follow-up procedures.
• Demonstrate effective management skills in event logistics, including site management, transportation, accommodation, supply management and team coordination.
• Use budgeting and negotiation skills to ensure successful execution of events, innovating in the areas of logistics and coordination, and achieving desired results.

The “Event Security & Risk Management” module focuses on the evaluation of different risk assessment models, as well as the planning, implementation and evaluation of security and risk management in the context of events.

Participants will gain an in-depth understanding of the key considerations involved in securing people, facilities and data at major events such as concerts, festivals, conferences and exhibitions.

The module will cover topics such as risk assessment, designing an effective security plan, crowd management, using advanced security technologies and coordinating with law enforcement officials.

In this way, students will develop the skills needed to ensure optimum safety for participants and successful events.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Critically evaluate different risk assessment models to identify the most appropriate approaches to event safety and risk management.
• Analyze in depth the different risk models associated with different types of event, in order to design safety plans adapted to each situation.
• Design an effective security plan to ensure the smooth running of an event by putting in place appropriate measures to guarantee the safety and security of all participants.

The “Risk, Legal & Regulatory Considerations” module covers key aspects of risk management in the hospitality industry.

Students will have the opportunity to explore the different types of risk to which these companies are exposed, such as operational, reputational, viral crisis, financial and security risks.

They will also study the legal and regulatory aspects that are essential in the hotel and restaurant business, such as compliance with safety standards, the legal norms and rules of official authorities, and obligations towards employees and customers.

This module will help students develop the skills needed to anticipate and manage risks, and ensure that their operations comply with legal and regulatory principles.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Evaluate different risk assessment models and analyze the different types of risk to which the hospitality industry is exposed, including operational, financial and safety risks.
• Evaluate compliance with safety standards and legal regulations in the hotel and catering sector, focusing on compliance with safety standards, laws and regulations set by the authorities.
• Apply relevant legal and regulatory principles in the management of hotel and restaurant operations, including obligations to employees and customers, to ensure effective and ethical management of operations.

Project management is a module that provides the skills needed to effectively plan, organize, execute and monitor projects.

This module explores the different methodologies and tools used in project management, as well as the communication, leadership and problem-solving skills needed to successfully complete a project.

Students will learn about the different phases of a project, from drawing up specifications to evaluating results, and discover best practices for managing resources, deadlines and risks.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Apply project management methodologies using appropriate tools to effectively plan, organize and execute projects.
• Assess and analyze project needs, identifying resource requirements and risks, in order to develop appropriate management strategies.
• Develop leadership, communication and problem-solving skills to ensure successful project management, leading teams effectively and making informed decisions to achieve set objectives.

The “Entrepreneurial Leadership & Team Management” module explores the skills and strategies needed to develop effective leadership as an entrepreneur and to successfully manage a team.

Participants will discover leadership principles and techniques, as well as best practices in communication, motivation and conflict management.
They will also learn how to build and develop a strong team, while fostering collaboration and innovation within their company.

This module aims to stimulate participants to adopt a leadership style adapted to the dynamic and changing environment of entrepreneurial businesses.
Topics covered include strategic decision-making, problem-solving, time and resource management, and developing a strong corporate vision and culture.

Through this module, participants will have the opportunity to develop not only their leadership skills, but also their skills in interpersonal communication, conflict management and creating a positive and motivating work environment.

They’ll be able to apply the principles and skills they’ve learned to their own businesses to foster success and sustainable growth.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Apply entrepreneurial leadership strategies to effectively guide and inspire their team.
• Manage conflict and foster open, constructive communication, using appropriate problem-solving techniques.
• Create and maintain a positive, motivating corporate culture by encouraging

The “Business Model, Scaling & Growth Management” module is designed for small and medium-sized hotel businesses.

This module aims to provide participants with an in-depth understanding of the basic principles of hotel business management, as well as the essential skills to develop and manage business growth.

Topics covered in this module include developing a solid business model for the company, identifying growth opportunities and adopting appropriate scaling strategies.

Participants will also learn how to develop a growth plan, manage resources, labor and finances effectively, and leverage technologies and innovations to drive growth and improve profitability in the hotel business.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Identify weaknesses and opportunities in a hotel company’s business model in order to propose strategic improvements for future growth.
• Develop and implement scaling strategies to develop and expand the hotel business, using project management and risk analysis skills
• Research, evaluate and integrate the latest technologies and innovations into hotel operations, ensuring improved efficiency, profitability and customer experience.

Service Excellence & Experience Design’ is an interdisciplinary module that focuses on the central role of the customer as user and on the user experience in service innovation, taking into account all stakeholders in the optimization of the service process and operational structure.

Consequently, the framework of service process, service excellence, operations management, systems analysis, and quality management is used to explore a number of current issues in the hospitality sector.

Today’s global traveler, who has experienced service in culturally diverse environments, demands authentic service experiences that reflect a sense of place.
This growing importance of service, coupled with rising consumer expectations, challenges hotel and restaurant managers to understand and predict consumer behavior, and then to innovate or rethink the service experience.
An innovative service and experience design strategy can set one provider apart from another and give it a competitive edge.

Module skills / objectives majorOn successful completion of this module, students will be able to

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

The “Guest Experience through Technology” module emphasizes the central role of customers as users and their experience in service innovation, involving all stakeholders in optimizing processes and operational structure through the use of technology.

It explores the fields of Service Scape, Service Excellence, Operational Management, Systems Analysis and Quality to address current challenges in the hospitality industry, integrating innovative technological solutions.

Today’s customers, accustomed to traveling the world and discovering different cultural environments, are looking for authentic experiences that reflect the place where they are, thanks in particular to the intelligent use of technology.

This evolution challenges hotel and restaurant professionals to understand and predict consumer behavior in order to innovate and rethink the customer experience through advanced technological solutions.
By adopting an innovative approach to designing services and experiences, companies can stand out from their competitors and gain a competitive edge through technology.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Evaluate and apply service experience concepts, supported by technological tools, and develop service creation strategies to effectively meet customer expectations.
• Apply emerging technologies to enhance the customer experience in the hotel and restaurant sectors, integrating innovative solutions such as artificial intelligence and support applications.
• Implement a quality strategy and optimize process efficiency and effectiveness, using technology.

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

Students will be able to explore key concepts related to luxury service, quality management, customer management and the personalization of the customer experience.

They will study luxury trends and challenges in the hospitality industry, and the importance of brand and reputation.
This module will also focus on the leadership and management skills needed to operate in a demanding, customer-focused luxury environment.

Finally, they will investigate, discuss and analyze the definition of luxury and what these fundamental factors mean in relation to contemporary luxury hotels.

Module skills/objectives

Upon successful completion of this module, students will be able to

• Analyze the key concepts of luxury service, quality management, guest management and the personalization of the guest experience in the luxury hotel industry.
• Assess current trends and challenges in the luxury hospitality industry, with a focus on the importance of brand and reputation.
• Develop effective leadership and management skills to succeed in a demanding, customer-focused luxury environment within the contemporary luxury hospitality industry.

The “Personalization & Luxury Service Experience” module focuses on personalization and the luxury service experience in hospitality and luxury goods management.

Students learn the different techniques and approaches for personalizing services and delivering an exceptional luxury customer experience.
They also study the importance of understanding individual customer needs to create memorable experiences.

The module explores topics such as customer segmentation, preference management, the creation of personalized recommendations and in-depth complaint management.

Students acquire the skills needed to anticipate and exceed customer expectations, and to offer a distinctive and exclusive luxury service.

Module skills/objectives

Upon successful completion of this module, students will be able to

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

The “Luxury Branding, Marketing & Product Development” module focuses on the luxury industry and its particularities in terms of branding, marketing and product development.

Students will learn the skills needed to create, position and promote a luxury brand.
They will understand the key concepts of branding, added value and brand strategy in the luxury industry.

In addition, students will gain an in-depth understanding of the product development process in the luxury goods sector, from design and production to marketing and distribution.

This module will enable students to explore the specific challenges faced by luxury brands and develop the skills essential for success in this competitive field.

Module skills/objectives

Upon successful completion of this module, students will be able to

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

In the “Understanding the Luxury Consumer” module, students plunge into the captivating world of consumers of luxury products and services.

They will have the opportunity to explore in depth the characteristics, motivations and behaviors of this high-end clientele.
Through in-depth analysis, they will be able to identify and understand the unique needs and expectations of these demanding consumers.

Concrete examples and case studies will give them the knowledge they need to build lasting relationships with luxury consumers and increase customer loyalty to a product or service.

This module will provide students with the tools and knowledge they need to better understand and serve the tastes and expectations of today’s luxury consumers.

Module skills/objectives

Upon successful completion of this module, students will be able to

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

This module deals with the art of strategy, i.e. how to analyze a strategic situation, how to identify and choose a superior competitive position, and how to create the organizational context to implement the chosen strategy.

The key strategic decisions addressed in this module concern the seizing of external opportunities, the choice of competitive strategies, the creation of competitive advantages and the allocation of critical resources over long periods.

The module adopts a general management perspective, looking at the business as a whole and examining how each function is integrated into an overall competitive strategy.
It focuses on the analysis, decisions and actions that influence the performance of hotel businesses.

Module skills/objectives Upon successful completion of this module, students will be able to

• Critically analyze strategic situations to identify optimal competitive positions and develop effective strategies adapted to specific organizational contexts.
• Assess external opportunities and threats to develop innovative competitive strategies, while optimizing the allocation of critical resources over the long term.
• Synthesize the company’s various functions into a global competitive strategy, integrating general management perspectives to optimize the performance of hotel businesses.

This module aims to provide students with the essential financial management skills needed to make informed decisions in a business context.

It focuses on understanding and analyzing financial statements, such as the balance sheet, income statement and cash flow statement, to assess a company’s financial performance.
Students will learn how to interpret this financial information, establish appropriate budgets and effectively manage the company’s cash flow.

Using this financial knowledge, they will be able to make informed decisions on issues such as investments, working capital management, and the assessment of financial risks and opportunities.
This module will help students develop a solid understanding of the financial fundamentals needed to make strategic decisions in a business context.

Competence/objectives of the module

Upon successful completion of this module, students will be able to

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

“Creating your Business Plan” is a module that gives students all the tools they need to design a solid, effective business plan.

Learners will be guided through the various stages of the business plan creation process, including identification of an innovative restaurant concept, market analysis, definition of the product and service offering, financial planning, and marketing strategy.

This module also covers legal and regulatory considerations specific to the foodservice sector.

By the end of this module, learners will have acquired the skills they need to develop a comprehensive and compelling business plan for their restaurant, helping them to successfully put their business idea into action.

Module skills/objectives Upon successful completion of this module, students will be able to

• Identify an innovative restaurant concept using in-depth research and market analysis methods.
• Develop a competitive product and service offering by integrating differentiation and positioning strategies.
• Develop a sound financial plan by applying budgeting, forecasting and cost management techniques, while ensuring the restaurant’s profitability.

The CSR (Corporate Social Responsibility) module explores the principles and practices of business ethics and corporate social responsibility.
It examines the importance of corporate social responsibility (CSR) in today’s economic and social context.

Students will have the opportunity to understand the fundamental principles of business ethics, such as transparency, integrity and sustainability.
In addition, they will explore the different aspects of CSR and its impacts on stakeholders, the environment, communities and society in general.
The module also provides tools and methods for measuring and CSR practices, as well as case studies of real companies and their CSR initiatives.

Module skills/objectives Upon successful completion of this module, students will be able to

• Understand the fundamental principles of business ethics and how they apply to everyday business practices.
• Explore and apply the different dimensions of corporate social responsibility (CSR) and its impact on stakeholders, the environment and communities.
• Use tools and methods to assess companies’ CSR practices

This “Leadership and Talent Acquisition” module in the hospitality sector focuses on developing effective leadership skills and talent acquisition strategies for hotels.
Students will be exposed to different theories and key concepts related to leadership and talent management, as well as best practices used in the hospitality industry.
They will learn to identify the skills and leadership traits required to successfully lead a team in a dynamic hotel environment.
In addition, students will explore different methods of acquiring and retaining talent in the hotel industry to ensure quality service and customer satisfaction.
Practical case studies will be used to illustrate key concepts and facilitate the practical application of acquired skills. Module skills / objectives On successful completion of this module, students will be able to

• Apply advanced leadership strategies in a hotel context by identifying and developing the key skills needed to lead a high-performance team.
• Develop effective talent acquisition and retention strategies for the hospitality industry, using innovative techniques such as talent management, succession planning and skills needs analysis.
• Analyze and creatively solve talent management challenges in the hospitality industry by applying project management tools and techniques.