Semester 1

B115753 Strategic Marketing in Hospitality and Tourism
B115754 Leisure Business
B115755 Facilities Design and Management

Semester 2

B115756 Special Interest Tourism
B115757 Food and Beverage Management
B115758 Project Management

Subject Synopses

B115753 Strategic Marketing in Hospitality and Tourism
This subject will cover theories, concepts, and strategies applied in the marketing of hospitality and tourism products to gain a sustainable competitive advantage in today’s global hospitality and tourism industry. Special attention will be given to marketing strategies to attract and keep a customer over the course of a lifetime.

This subject aims to arm students with a sound knowledge of marketing strategies and tactics known to be effective in the hospitality and tourism industry. Examples are strategic pricing and revenue management, customer loyalty programmes, proven communication mixes as well as the important elements of service quality. These marketing strategies and tactics are applied throughout the planning process when deriving a marketing plan for hospitality and tourism products within the industry.

B115754 Leisure Business
This subject provides an overview of the development of the leisure business as travellers are seeking more differentiated experiences in all aspects of hospitality and tourism. This segment will concentrate on attractions and lodging, as they are considered the main drivers of the industry. The factors responsible for the growth of the leisure business in Singapore and in the region, which includes identified special interest areas, industry wide policies, new product development and marketing strategies of this new and growing tourism sector, will be explored. The impacts, implications and future trends of the leisure business, will also be examined.

B115755 Facilities Design and Management
This subject emphasises on managerial aspects as well as planning and design for efficiency in building design and maintenance to ensure optimal performance. The scope covers most tourism facilities ranging from resorts to airports. Students will be given an overview of the physical plant structures of premises, property maintenance, site planning for new facilities, hotel planning and back-of-the-house areas.

B115756 Special Interest Tourism
This subject provides an overview of the development of special interest tourism as a response to a more mature travelling public seeking a wider spectrum of experiences such as Cultural, Eco and Medical tourism. Some of the factors responsible for the growth of special interest tourism, specific interest areas, strategies, policies, product development and marketing of this new and growing tourism sector will be explored. The impacts and implications of special interest tourism will be examined. The special interest tourism sector in Singapore will also be analysed.

B115757 Food and Beverage Management
This subject focuses on the managerial aspects of the food and beverage industry, which includes all facets of operations.  It will require students to apply their learning from other related subjects or with prior knowledge on the topic, including hands on industry experience. This subject covers topics such as menu development, food and beverage cost control, administration, providing emphasis on quality service and crisis management.

B115758 Project Management
This subject aims to equip students with the knowledge and skills of setting up, managing and completing a project. It also allows students to integrate and apply prior knowledge acquired in other subjects offered in the specialist diploma in hospitality and tourism management into the undertaking of the project. Students will also be able to apply problem solving skills during the learning process whereby opportunities are created for students to gain insights into hospitality and tourism practices in the real word and understand how issues and developments would impact on operating and managing decisions.

Modes of Assessment

• Assignments
• Written Tests
• Project
• Examinations