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8/13/2019 Tttg 51 Travel Business Syllabus
http://slidepdf.com/reader/full/tttg-51-travel-business-syllabus 1/4
Managing a Travel Business
Course Syllabus
8/13/2019 Tttg 51 Travel Business Syllabus
http://slidepdf.com/reader/full/tttg-51-travel-business-syllabus 2/4
IATA-University of Geneva Managing a Travel Business 2011/12
Course Overview
Travel agencies are increasingly required to develop a customer-centric culture and to deliver high
service standards during the agency-customer interface. This course helps you develop successful
leadership skills and shows you how to manage both teams and individual staff members. Understand
how travel agencies have shifted attention from the supplier to the customer, and analyze the key roles
and activities in running a travel agency business. Topics covered include:
Link between tourism and transportation
Evolution of traveler expectations
Sustainable mobility and its implications for tourism
Contributors to the success of travel agency operations
Effects of technological developments and innovation on tourism
Importance of travel sellers as distributors of travel supplier products and services
Effective management and leadership skills in the travel business
Evolution of the travel professional’s skills and qualities
Shift in balance away from traditional distribution fields
The service marketing approach, assessment of service-encounters, and loyalty-based marketing
Marketing planning as an iterative process
Learning ObjectivesImprove your understanding of the organizational structure of a travel agency, the challenges faced by
travel businesses, and the development of structured marketing strategies. Learn how to apply best
practices used by travel businesses to improve sales, and develop essential skills such as recruitment
and training, selling and negotiating, event planning, and customer service.
Course Schedule *
Day 1
09:00 - 09:45 Welcome and course introduction, assignments and assessment
09:45 - 10:30 Understanding the phenomenon of tourism
10:45 - 11:30 The nature of tourism-transport relationship, sustainable mobility, corporate socialresponsibility and its implications for travel business
11:30 - 12:15 Understanding the tourist and how they are changing
8/13/2019 Tttg 51 Travel Business Syllabus
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IATA-University of Geneva Managing a Travel Business 2011/12
12:15 – 13:15 Lunch
13:15 – 14:45Understanding travel counselors and how they are changing, travel productsdeveloped and sold by travel agencies, technological improvements supporting travelcounselors, shift of balance in the distribution field
15:00 – 16:30 Future trends in travel business, individual in-class assignment 1
16:30 – 17:00 Day wrap-up
Day 2
08:45 - 09:00 Optional tutorial
09:00 - 09:45 Understanding the concept of effective management
09:45 - 10:30 Human resource management
10:45 – 11:30 Understanding and managing groups and teams
11:30 – 12:15 Motivating and rewarding employees
12:15 – 13:15 Lunch
13:15 – 14:45 Leadership skills and leading the team in travel business
15:00 – 16:30 Selling and negotiation skills in travel business, individual in-class assignment 2
16:30 – 17:00 Day wrap-up
Day 3
08:45 - 09:00 Optional tutorial
09:00 - 09:45 Understanding the service marketing approach and service-encounters
09:45 - 10:30 The nature of service-encounters in travel business
10:45 – 11:30 The relationship between customer value, satisfaction and loyalty
11:30 – 12:15 Marketing planning in the travel business
12:15 – 13:15 Lunch
13:15 – 14:45 Marketing mix supporting travel sales
15:00 – 16:30 Group project and team presentations
16:30 – 17:00 Evaluation, wrap-up and closing
*Subject to change
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IATA-University of Geneva Managing a Travel Business 2011/12
Course Preparation
You will receive the IATA “Managing the Travel Business” course textbook (7.11 Edition, Montreal-
Geneva, 2011). You are required to read the modules entitled Special-Interest Travel and Tour
Production and Meetings, Incentives, Conferences & Exhibitions before starting this course. These
modules will serve as a good resource for completing group projects and in-class assignments.
Further Reading
Charles R. Goeldner, J.R. Brent Ritchie, “Tourism: Principles, Practices and Philosophies”, John Wiley
& Sons, Inc. (10th Ed) 2006.
David Weaver, Laura Lawron, “Tourism Management”, John Wiley & Sons Australia, Ltd. (3th Ed.),
2006.
Anne Graham, Andreas Papatheodorou, Peter Forsyth, “Aviation and Tourism Implications for Leisure
Travel”, Ashgate, (1st Ed.) 2008.
Course Evaluation
20% Class participation. Requirement: knowledge of course material, participation in group discussion,
critical assessment of course content and independent completion of two in-class assignments.
30% Class presentation. Requirement: oral presentation on the group project.
50% Final paper (group project). Requirements: a written assignment on the group project and an
individual reflection of the group’s performance.
Instructor Biography
Professor Darko Prebežac is a full-time professor of Tourism Marketing Management and
Transportation Management, faculty of Economics and Business, at the University of Zagreb (Croatia),
and a visiting professor of the University of Ljubljana (Slovenia) and University of Hawai'i (USA).
He was recently appointed as Deputy (Vice) Chairman of the Supervisory Board of Croatia Airlines for a
period of four years.
View Darko’s LinkedIn Profile