Hospitality and Tourism Management

3 semester credits. The rapidly growing industry of corporate event production encompasses a vast collection of event types. Corporate events require individuals to be professionally trained and capable to navigate through the process of designing a successful event. The aim of this course is to provide students with the strategies and approaches to developing successful corporate meetings and conferences. Prerequisites: Introduction to Event Management or equivalent.

3 semester credits. This course provides students with a solid understanding of how customer relation management (CRM) and customer engagement affect brand equity, customer value, and profitability. Topics highlights the strategic importance of gaining and retaining loyal customers, and analyzes the different strategies that companies may development and implement. Students will learn how to design and implement a customer-driven marketing strategy, as well as how to manage various communication channels and messages to consumers. A key focus also addresses an in-depth overview of loyalty programs and their role in business success. Prerequisites: Successful completion of an undergraduate degree is required for this course.

3 semester credits. This course focuses on the characteristics of cultural tourism within the wider lens of the tourism industry. Specific emphasis will be placed on the role of the arts and gastronomy in tourism, and on issues of sustainability and ethical practices including the promotion of the local, traditional, as well as contemporary identity of destinations. A major focus of the course will be to provide a framework of current and emerging perspectives worldwide supported by relevant case studies in Italy and Europe. Prerequisites: Successful completion of an undergraduate degree is required for this course.

3 semester credits. This intermediate course examines the various logistic and production elements vital to the planning and success of events. During this course, students will receive an overview of the required equipment needed to execute events. They will learn how to manage time and will be introduced to the principles behind planning, organizing, and implementing programs. The operational functions and main tasks of an event will be examined and the essential phases of negotiation and drafting of contracts will be analyzed. During the course students will gain first-hand experience by participating in a variety of events organized on campus. This class includes experiential learning with CEMI.

6 semester credits. This intermediate course examines the various logistic and production elements vital to the planning and success of events. During this course, students will receive an overview of the required equipment needed to execute events. They will learn how to manage time and will be introduced to the principles behind planning, organizing, and implementing programs. The operational functions and main tasks of an event will be examined and the essential phases of negotiation and drafting of contracts will be analyzed. During the course students will gain first-hand experience by participating in a variety of events organized on campus. This course includes experiential learning hours with our Community Engagement Member Institutions (CEMI). CEMI are dynamic learning environments created to foster learning through a structured interaction with the community. In addition to regular lecture hours, students will be involved in learning by doing through real projects and integration with the local population and territory in order to remove cultural and learning barriers as well as to develop a strong likelihood for success in life. The experiential learning hours are fully supervised by instructors who track students step by step during their learning experience, monitor and advise according to student needs, and support student initiative. This unique learning model allows students to benefit from an all-encompassing educational experience based on theory and practice in real enterprises, learning of comprehensive operational processes, problem-solving, leadership, and management.

3 semester credits. This course aims to develop event competency in order to effectively plan, coordinate, direct, and run special event operations. Students will acquire the knowledge and skills necessary for effective event and project management and leadership. During the course, students will examine the complexity of the event industry from a managerial point of view, focusing on the multifaceted nature of event planning within a project management context. Effective strategies and methods are discussed to successfully plan and manage a multitude of event sizes and types while underlining the economic and financial components. The administrative aspects of an event company – from the management of the financial records to the compliance with legal requirements – will be carefully examined during this course. This class includes Experiential Learning with CEMI.

3 semester credits. Over the last decades, an abundance of hospitality businesses have gained importance in the global marketplace. A proliferation of new brands has entered the market, gaining significant attention from customers. Hospitality marketing is an effective tool that helps professionals of this field to segment the market and create the added value that will help them compete in the hospitality sector. The students will be introduced to the marketing techniques that can be applied to hotels, restaurants, and clubs. The course will explore the multitude of resources that can be applied both to tangible and intangible products at the core of hospitality and tourism industry. Particular attention will be given to processes such as market segmentation, advertising, promotion, pricing strategies, and revenue maximization.

3 semester credits. This introductory course provides students with the basic knowledge in the operation, coordination, and management of special events, and an overview of the major segments of the event industry. This course is designed for those who wish to explore the event industry for the first time with the purpose of developing their event management capabilities starting from a beginner level. Throughout course duration, students will have the opportunity to participate in a variety of real events held on campus in order to apply information acquired during class to a realistic context. During the course, students will gain first-hand experience by analytic observation through participation in a variety of events organized on campus. This class includes experiential learning with CEMI.

3 semester credits. This course provides a fundamental overview of the hospitality industry and its main sectors: hotel, restaurant, management services, and clubs. In addition, students will learn the features of hospitality operations and trends, and examine the following topics: development of tourism, demand for travel, examination of food and beverages industry, associations and organizations related to hospitality as a sub-segment of the tourism industry. Students will gain full understanding of the career opportunities that exist within the hospitality industry.

3 semester credits. This management course offers an emphasis on the hospitality industry for students interested in international business ventures and partnerships in this specific sector. Management, leadership, human resource management, organizational skills, and strategy will all be analyzed from a cross-cultural business perspective. The class will focus on strategies for adapting managerial skills across cultures. Guest lecturers and on-site visits to international hospitality structures in the city of Florence are a regular feature of the coursework. Prerequisites: Introduction to Hospitality or equivalent.

3 semester credits. This course examines the development of international tourism from its historic beginnings to current growth. Emphasis will be placed on the topics of tourism marketing and communucation, the role of governments in international tourism, the effect of tourism in a country's infrastructure and society, and the impact of tourism in developing countries.

3 semester credits. This course explores the Meetings, Incentives, Conferences and Event (MICE) sector as increasingly important for the tourism industry. This course introduces students to the specific characteristics of the MICE sector, including impacts for tourism development, conference marketing, management of meetings and conferences. Students will assess the range of operational and management tasks necessary in order to manage these events successfully.

3 semester credits. This course examines all aspects of special event management and provides a comprehensive study of the special events industry focused on emphasizing the dynamics of the creative process critical to these events. Special events include but are not limited to business events, weddings, ceremonies, celebrations, life cycle events, fairs, and festivals. Through the event planning process, special events will be examined from a logistical and financial perspective. The course will also provide students with the necessary background for improving effectiveness and profitability when managing special events, which demands competence in the areas of drafting contracts for events, marketing and sales, event logistics and preparations, staffing, and accounting. Special attention is given to the use of new digital tools for the organization of events as well as the significant forms of social media in order to more effectively promote events. Coursework is tailored for students who already have studied the basics of event management. This class includes Experiential Learning with CEMI. Prerequisites: Introduction to Event Management or equivalent.

6 semester credits. This course examines all aspects of special event management and provides a comprehensive study of the special events industry focused on emphasizing the dynamics of the creative process critical to these events. Special events include but are not limited to business events, weddings, ceremonies, celebrations, life cycle events, fairs, and festivals. Through the event planning process, special events will be examined from a logistical and financial perspective. The course will also provide students with the necessary background for improving effectiveness and profitability when managing special events, which demands competence in the areas of drafting contracts for events, marketing and sales, event logistics and preparations, staffing, and accounting. Special attention is given to the use of new digital tools for the organization of events as well as the significant forms of social media in order to more effectively promote events. Coursework is tailored for students who already have studied the basics of event management. This course includes experiential learning hours with our Community Engagement Member Institutions (CEMI).  CEMI are dynamic learning environments created to foster learning through a structured interaction with the community. In addition to regular lecture hours, students will be involved in learning by doing through real projects and integration with the local population and territory in order to remove cultural and learning barriers as well as to develop a strong likelihood for success in life. The experiential learning hours are fully supervised by instructors who track students step by step during their learning experience, monitor and advise according to student needs, and support student initiative. This unique learning model allows students to benefit from an all-encompassing educational experience based on theory and practice in real enterprises, learning of comprehensive operational processes, problem-solving, leadership, and management.  Prerequisites: Introduction to Event Management or equivalent.

3 semester credits. This course offers a comprehensive analysis of the wedding planning process from wedding consultation through to the political, cultural, economic, and religious influence on weddings, with an additional focus on Italian traditions and customs. During the course, students will have the opportunity to visit and inspect prestigious wedding venues of Florence. Interactive sessions with practical training are organized throughout the course in order for students to develop the necessary knowledge and communication skills needed to pursue a career in this industry. This class includes experiential learning with CEMI.

3 semester credits. This course is an examination of personal and small group communication with particular emphasis on methods of perceiving information and transmitting messages in order to foster and build strong relationships with the customer. Such links will be learned by several role playing exercises that are a part of the coursework. Students will review the ways in which people communicate with each other, the skills needed to communicate effectively in work situations, group decision-making, and the forces that influence group behavior. The course will also analyze the two basic principles of the Quality System regarding the bottom-up model and doing things correctly the first time.