This Postgraduate program in Marketing Management for Luxury Tourism is designed for graduates and professionals wishing to fast track their career in marketing management for the hospitality industry.
The program aims to provide the expert knowledge and perspective required by professionals and directors in the global and dynamic environment of tourism by understanding the impact of new technologies and new trends.
Preparing students to lead marketing projects and develop strategies, the program focuses on acquiring skills and knowledge aimed at:
High-class segments / Exclusive services / Premium products / Reputable brands
This course builds on the evolution of modern management toward a marketing-oriented understanding of business, emphasizing the underlying principle of the “marketing concept” and integrating concepts with regard to consumer needs, marketing information, product development, pricing, distribution, selling, advertising and promotion.
Providing the student with a solid foundation in using the Internet as a marketing tool, this subject follows the technical basics of how to create and obtain online information. The world is now online, making digital marketing channels and social media the most widespread, interactive and critical of all modern marketing tools. Any effective marketing campaign will include them in its strategy.
Bridging the gap between online marketing conceptual knowledge and its practical application in business, you will learn to connect online communication resources and develop strategies to maximize impact in the luxury tourism market as well as apply these techniques at an international level.
This course is designed to build future decision makers in top leading positions within the marketing department. Students will learn to analyze existing business conditions and to structure appropriate strategies and tactics in order to lead a high-performing organization.
In order to make well informed decisions it is essential to conduct relevant studies to obtain an accurate understanding of our environment, competition, customers, etc. The objective of this course is to learn how to research and produce relevant information on which to support our future decisions.
In an intimidatingly fast-moving environment it is essential to keep observant of any new developments that might present us with an opportunity or a difficulty for our current business. This course focuses on developing the sharp mindset required in any successful business person.
This course covers the creation of more comprehensive and captivating encounters with our customers. We nurture this marketing relationship by engaging their five senses and embracing the individuals as highly perceptive human beings.
Students will gain valuable insight into the fashion industry as a trend-setter in worldwide marketing. Contemporary challenges and opportunities, production and distribution issues, cultural and other current influences that will affect the marketing of these products will be identified.
The evaluation of our managing decisions is the concluding step of your decision-making process. A proper analysis of the results and consequences after the implementation of our strategies and tactics will be imperative to strengthening our future business resolutions.
The course will prepare the students to craft a well-conceived Revenue and Pricing strategy. Solving issues and calculating profits for a hotel and outlets using a Hotel Revenue Simulation. They will investigate the evolution of pricing and the changing mindset of the consumer, as well as a practical dive into the distribution landscape. Finally, the students will understand and manage all channels, from online to offline. They will be required to critically evaluate the latest innovations and products in the field, to embrace the latest skills set of today’s Revenue managers.
The course is designed to give students a clear understanding on the impact the meetings and event industry has on hotels. The course will provide a focus on the different event markets and demonstrate how the hotel events office negotiates and prices an event. The organization structure and job descriptions of those who work in a hotel events department will be discussed, to give an understanding of the role of the Events department. On completion, students will be able to sell, organize, and coordinate an event in a hotel.
This course will prepare students to aim for value creation through innovation and design thinking. This method of thinking involves continuously questioning and redesigning, in order to achieve innovation and efficiency. They will learn to include the customers’ influence when it comes to shaping the services, ensuring the design can be customized as a market-winning product.
Marketing professionals looking to update their knowledge or start a career path in the tourism industry, graduates from any specialty, or Les Roches alumni, aiming to develop a career within the marketing field.
During the internship semester students will put their newly acquired skills and knowledge to the test in an administrative, supervisory, or training position with exposure to operational departments.
The experience is an opportunity to discover which area of the industry they would like to focus on in the future.
This first real-life professional experience can take place in a Spanish or international hotel or other hospitality establishments, and will help you to make establish real-life work experience and industry contacts in your new profession.
Class of 2016 (PGM)
“Coming to Les Roches meant breaking out from my comfort zone, and facing all the fear and uncertainty that entails. Studying two postgraduate programs, one in International Hospitality Management and another in Marketing Management for Luxury Tourism, required full-time commitment and dedication. It has been a very demanding path on which I have met wonderful people from all over the world, and I have acquired the knowledge and values that have enabled me to start a new professional life in a sector that I am passionate about.
Without a doubt, having Les Roches on my CV helps me to stand out from the crowd during the recruitment process. However, it’s the values – such as responsibility, professionalism and rigor – instilled by Les Roches which ultimately make me a successful candidate. In the world of luxury five-star establishments, those standards of excellence make all the difference.”
Age – Minimum aged 21 years old or above.
Education or experience – Applicants must hold an accredited bachelor degree or diploma (preferably in the areas of Tourism, Business Administration, Economics), or at least 3 years of work experience in a related industry. Applications from non-degree candidates with a minimum of 3 years of documented work experience will be evaluated on an individual basis. Non-degree holders will receive a Professional Development Diploma.
English Qualifications – If you are not a native English speaker, or if you have not spent the last 3 years in an English-taught school, please enclose one of the following:
All English certificates must have been issued in the last 12 months prior to admission.