Visualisation plan de cours
2026 / 2027
EMBHKM14
Hospitality Management
Programme
Master M2 ETWAM
Semestre
A
Coefficient
1
Volume horaire
Face à face : 16 H
Travail personnel indicatif : 32 H
Discipline
Strategy
Nombre de places
30
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
BOHNE
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Hartwig BOHNE | bohne@unistra.fr | 16 h CM |
Discipline
Strategy
Descriptif
The course “Hospitality Management” is designed to make students on master’s level understand the structures and dynamics of hotels as individual profitable enterprises, but also of the global hospitality industry by applying strategic and operational management techniques, analyzing service quality, customer satisfaction, and brand management. In order to get familiar with the specifics of the hospitality industry, the course includes a session about the USALI accounting system as well as about contemporary revenue/yield approaches and relevant distribution channels of hotels. Furthermore, sustainable activities and innovative hospitality strategies, e.g., digitization/robotics, as well as management of hospitality human capital will be discussed. The aim is a holistic understanding of the challenging field of hospitality management.UE
European Tourism, Wine and Agrifood Industries & Markets
15 ECTS
Contribution pédagogique du cours au programme
Design solutions adapted to organizational issues, applying relevant methodologies |
|---|
| Evaluate the financial stakes of the organization in order to budget its strategic actions |
| Evaluate sustainable managerial practices using managerial concepts and instruments as well as digital tools |
Adopt a responsible leadership attitude by taking an active role in one's own development and that of one's teams |
| Recommend decision making by taking a critical approach to driving change in organizations |
| Effectively argue his ideas orally and in writing with a professional posture |
Co-create responsible management in professional practice |
| Recommend managerial practices reflecting the values of ethics, diversity and sustainable development |
Formulate solutions to organizational challenges in a multicultural and international context, driven by a "European mindset" |
| Build an advanced technical vocabulary in foreign language(s) |
| Communicate in a professional context in writing and orally in foreign language(s) |
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- analyze Hotel markets
- compare hotel concepts and structures
- diagnose trends and developments in the hospitality industry
- question touchpoints and quality standards
- interpret profitability and KPI’s
- combine trends, facts and guest expectations
- develop sales and marketing strategies
- combine operational possibilities, technical/KI opportunities and guest’s expectations
Objectifs pédagogiques - AFFECTIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- display critical thinking in solving problems related to hospitality challenges
- act as an active team member in multi-cultural team work
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Module 1: Introduction to Hospitality Management
(refers to SDG 8, 9+17)
Icebreaker discussion – “What defines excellent hospitality today?”
• Definition and scope of hospitality
• Key sectors: lodging, food & beverage, travel & tourism, events, recreation
• Key players and entrepreneurs
• Current global trends and challenges
Activity: market analysis Strasbourg
Module 2: Organizational Structure and Operations
(refers to SDG 3, 6 + 12)
• Types of hospitality organizations (hotels, resorts, cruise lines, etc.)
• Departmental structure and interdepartmental collaboration
• Role of operations management
• Business models in hospitality
• Growth strategies: franchising, branding, diversification
Case Study: Comparison of hotel structures (e.g., chain vs. boutique)
Module 3: Sales, Marketing and Distribution in Hospitality
(refers to SDG 9, 12 +17)
• Market positioning and competitive advantage
• Revenue and Yield Management
• Online distribution channels (OTAs, direct booking, metasearch)
• Target groups and pricing strategies
• Online reputation and review management (TripAdvisor, Google)
• Loyalty programs and CRM
Activity: a) Research Wine Hotels in Europe b) SWOT analysis of their sales activities/visibility
Module 4: Service Quality and Guest Experience
(refers to SDG 3, 5 + 10)
• Consumer behavior in hospitality
• Principles of service excellence/QM
• Touchpoints and evaluation
• Standardization versus individualisation
• Measuring and managing customer satisfaction
Workshop: Create a guest journey map for a luxury hotel
Module 5: Financial Management in Hospitality
(refers to SDG 9 + 12)
• Key financial instruments, Budgeting and cost control
• KPIs
• Financial decision-making
Activity: Reading and interpreting a hotel’s profit & loss statement
Module 6: Leadership and Human Capital
(refers to SDG 3, 4, 5, 8 + 10)
• Leadership styles in hospitality
• Challenges of Talent acquisition, and employee engagement
• Diversity, equity, and inclusion
Module 7: Sustainability, CSR & Ethics in Hospitality
(refers to SDG 9+17)
• Sustainable operations and green practices
• CSR and ethical sourcing
• Eco-certifications
• Social responsibility: local communities and fair labor
Case study: comparative analysis of eco labels for hotels
Module 8: Technology & Innovation in Hospitality
(refers to SDG 9+17)
• Digital transformation and smart hotels
• AI and chatbots in guest services
• Mobile check-in, contactless tech
• Outlook
Discussion: How will AI reshape the guest experience by 2030?
(refers to SDG 8, 9+17)
Icebreaker discussion – “What defines excellent hospitality today?”
• Definition and scope of hospitality
• Key sectors: lodging, food & beverage, travel & tourism, events, recreation
• Key players and entrepreneurs
• Current global trends and challenges
Activity: market analysis Strasbourg
Module 2: Organizational Structure and Operations
(refers to SDG 3, 6 + 12)
• Types of hospitality organizations (hotels, resorts, cruise lines, etc.)
• Departmental structure and interdepartmental collaboration
• Role of operations management
• Business models in hospitality
• Growth strategies: franchising, branding, diversification
Case Study: Comparison of hotel structures (e.g., chain vs. boutique)
Module 3: Sales, Marketing and Distribution in Hospitality
(refers to SDG 9, 12 +17)
• Market positioning and competitive advantage
• Revenue and Yield Management
• Online distribution channels (OTAs, direct booking, metasearch)
• Target groups and pricing strategies
• Online reputation and review management (TripAdvisor, Google)
• Loyalty programs and CRM
Activity: a) Research Wine Hotels in Europe b) SWOT analysis of their sales activities/visibility
Module 4: Service Quality and Guest Experience
(refers to SDG 3, 5 + 10)
• Consumer behavior in hospitality
• Principles of service excellence/QM
• Touchpoints and evaluation
• Standardization versus individualisation
• Measuring and managing customer satisfaction
Workshop: Create a guest journey map for a luxury hotel
Module 5: Financial Management in Hospitality
(refers to SDG 9 + 12)
• Key financial instruments, Budgeting and cost control
• KPIs
• Financial decision-making
Activity: Reading and interpreting a hotel’s profit & loss statement
Module 6: Leadership and Human Capital
(refers to SDG 3, 4, 5, 8 + 10)
• Leadership styles in hospitality
• Challenges of Talent acquisition, and employee engagement
• Diversity, equity, and inclusion
Module 7: Sustainability, CSR & Ethics in Hospitality
(refers to SDG 9+17)
• Sustainable operations and green practices
• CSR and ethical sourcing
• Eco-certifications
• Social responsibility: local communities and fair labor
Case study: comparative analysis of eco labels for hotels
Module 8: Technology & Innovation in Hospitality
(refers to SDG 9+17)
• Digital transformation and smart hotels
• AI and chatbots in guest services
• Mobile check-in, contactless tech
• Outlook
Discussion: How will AI reshape the guest experience by 2030?
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Basic knowledge about hotels, gastronomy enterprises, markets for services in Europe, and passion for hospitalitySupports pédagogiques
Mandatory tools for the course
- Computer- Reference manuals
Documents in all formats
- Case studies/texts- Syllabus
Moodle platform
- Upload of class documents- Assessments
Manuels/ouvrages obligatoires
Barrows, C. W., Powers, T., & Reynolds, D. – Introduction to the Hospitality IndustryKotler, P., Bowen, J. T., & Makens, J. C. – Marketing for Hospitality and Tourism
Walker, J. R. – Introduction to Hospitality Management
Journals: Cornell Hospitality Quarterly, International Journal of Hospitality Management
Websites: Skift, HospitalityNet, STR Global, HotelNewsNow, hospitalityinside.com
Adossement à la recherche
Bibliographie/références académiques
International Journal of Hospitality Management L’observatoire de l’Hôtellerie (Deloitte) Chapuis, J. M. (2024). Le grand livre de l'hospitality management: Enjeux, concepts et outils fondamentaux du secteur hôtelier. Dunod.Travaux de recherche de l'EM
BARTH I. (2017). Les soft skills au coeur du portefeuille de compétences des managers de demain. Management & Avenir, 5 (n° 95) [CNRS cat.4, FNEGE cat.3, HCERES cat.B] BEN TAHAR Y., HALLER C., MASSA C. (2021). Business Wine Tourism: an exploratory study. Journal of Wine Research, 32 (n° 4)Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Séance n°
Compétence mesurée
Non renseignée
Evaluation finale 2
Dernière séance, Semaine d'examens
Compétence mesurée
Non renseignée