Founded in 1907
Valid for: EXCHANGE STUDENTS
Duration: 01 September 2018 – 21 December 2019 (Fall Semester)
Track: Hospitality Management (B.Sc.)
Bachelor Courses Delivered in English (3rd year of study, fall semester)
Economics of Business Enterprise (Hospitality)
Information Systems in Hospitality Industry
Foreign Language (German/ Spanish)
(*) Russian Language can be selected as an option instead of some courses, subject to time-table:
8 contact hours per week - 5 ECTS
10 contact hours per week - 6 ECTS
12 contact hours per week - 7 ECTS
14 h contact hours per week - 8 ECTS
16 h contact hours per week - 9 ECTS
18 h contact hours per week - 10 ECTS
Language of Instruction
Intended learning outcomes
At the completion of this course students will be able:
to understand the unique challenges involved in marketing and managing services and the importance of services marketing in the global economy;
understand the key issues required in managing customer retention, customer satisfaction, creating service culture, and service quality;
perform a comprehensive analysis of services marketing situation and make marketing strategy recommendations for managerial action that will create a competitive advantage;
identify differences between marketing in service versus manufacturing organizations;
identify, analyze, and apply the various components of the service marketing mix to create customer value
Understanding business world:
understand the role of employees and customers in service delivery, customer satisfaction, retention, complaints and service recovery;
Get knowledge of other key issues in service businesses such as managing supply and demand, relationship marketing;
understand how customer service can be a competitive advantage in managing organizations.
Understanding service marketing
1. The nature of service products.
2. The service revolution.
3. International models of services marketing.
4. Understanding the service consumer.
Services marketing mix
5. Services Marketing mix: Process.
6. Services Marketing mix: People.
7. Services Marketing mix: Physical evidence.
8. Service quality.
9. Services Marketing mix: Promotion.
10. Services Marketing mix: Place.
11. Services Marketing mix: Price.
Competing as a service firm
12. Service recovery.
13. The customer retention system.
14. Managing capacity and demand.
15. The course summary and overview
Lovelock, Christopher. H., Paul G. Patterson and Rhett Walker (2007), Services Marketing: Text, Cases and Readings, 4th edition, Pearson Education
Barlow, Janelle and Claus Moller, A Complaint is a Gift, Berrett-koehler Publishers,
San Francisco, 2008.
Berry, L. Discovering the Soul of Service, The Fee Press, 1999.
Carbone, Lewis P. Clued In: How to Keep Customers Coming Back Again and
Again, Prentice Hall, Upper Saddle River, NJ, 2004
Christopher, M., A. Payne and D. Ballantyne, 3rd ed. Relationship Marketing,
Butterworth Heinemann, 2003.
Kotler, Marketing for Hospitality and Tourism, 6 ed , Pearson Education Limited, 2013
Schmitt, B. H. & B. Schmidt, 2003. Customer Experience Management, John Wiley
Smith, S. & J. Wheeler, 2004. Managing the Customer Experience: Turning
Customers into Advocates, Prentice Hall.
Swartz, Teresa A. and Dawn Iacobucci eds., Handbook of Services Marketing and
Management, Sage Publications, 2000.
Harvard Business Review
International Journal of Contemporary Hospitality Management
Journal of Services Research
Journal of Service Marketing
Journal of Hospitality and Tourism Education
Journal of Hospitality and Tourism Research
Journal of Hospitality and Tourism Management
Journal of Service Management
Journal of the Academy of Marketing Science
Journal of Professional Services Marketing
Services Industry Journal
Sloan Management Review
This course will teach students to communicate in a clear, courteous, concise, complete and correct manner on both personal and professional levels. Competency will be developed in oral, written, interpersonal, technological and employment communication. The overriding goal is to provide students with a solid communication base so they are able to communicate effectively.
Course develops following competences:
Ability for changing the sphere of his/her professional activity
Fluent command of foreign language as a means of professional communication
Possession of public, business and scientific communication skills
- rules of communication in a wide range of local and international contexts with people from a variety of cultures and through a variety of modes, and media in a wide range of genres
- communicate effectively in professional context
- give an individual presentation,
- lead a meeting
- present and submit a group project, write reports, and analyze a given situation and make recommendations
- understand and use different communication genres including those related to corporate communication, promotional communication and creative communication
- specific rules and forms of business communications characteristic for different cultural environments
Attitudes and broader trends in the society:
- awareness of opportunities and changes in the global business environment
- recognition of different values, cultures and behaviors
- development of strong moral principles and professional and ethical responsibility
- promotion and maintenance of a culture that values cross-disciplinary approaches and diversity.
1. Students will identify the communication process and practice effective nonverbal communication skills.
2. Students will communicate using correct usage and mechanics.
3. Students will develop and practice effective oral communication skills.
4. Students will develop reading strategies that will improve speed, comprehension, and retention.
5. Students will compose effective written communication.
6. Students will develop and practice proficient listening skills.
7. Students will apply basic social communication skills in personal and professional situations by demonstrating competence, ethics, leadership, and interpersonal skills.
8. Students will use technology to enhance the effectiveness of communication.
9. Students will integrate all forms of communication in the successful pursuit and retention of employment by creating an employment portfolio.
- 35% class work , homework
- 35% final assignment/test
- 30% project presentation
defined by each course track specifically
Course focuses on theoretical and practical aspects of the entrepreneurship and the activity of the firm (business enterprise).
The following general questions are addressed:
• Why do firms exits? Why do some firms cease exist?
• How are firms financed?
• How are firm managed?
The course examines:
• Business environment and its affect on the firm
• Forms of business organizations and their advantages and disadvantages
• Assets and financial basis of the firm
• Management, marketing and planning of the firm's activity, including the points of human resources, business-plan, operations and manufacturing
• Entrepreneurial risks
Students will develop their knowledge of legal business environment, business policy/strategy in application to the enterprise in hospitality industry.
Students will deepen their knowledge in management, marketing and finance of the business enterprise in hospitality.
Students will develop the ability to apply their knowledge in management, marketing and financial functions of the of the business enterprise in hospitality
Introduction to the business enterprise
Forms of business organizations
Assets. Financial and accounting system of the firm
Operations and manufacturing
Entrepreneurial risks and bankruptcy
Change in the firm
The Economics of the Firm edited by R. Clarke and T. McGuiness, Blackwell
The Economics of the Enterprise. An introduction to economic organization and the theory of the firm, M. Ricketts, Harvester Wheatsheaf
Organizations and the Business Environment, G.F. Campbell, Butterworth-Heinemann
How to Start, Run, and Stay in Business, G.F. Kishel, P.G. Kishel, John Wiley and Sons, Inc
Students will acquire the knowledge of the main concepts of political science, how they developed, will understand political institutions and what the influence of political concepts considered on the modern society.
Students will be able explain the basic concepts of political science discipline;
develop skills of effective researching of quality information, , political analysis and effective written communication, will develop ability to effectively communicate complicated and often controversial ideas.
Introduction to the Course:
What is Politics.
What is Political Science.
Key Concepts of Political Science.
Concept of Ideology.
Liberalism, Socialism, Conservatism, Multiculturalism and Postmodernism, Environmentalism.
Political Culture, Communication and Legitmacy.
Democracy (Liberal Democracy and Models of Democracy).
Political Parties and Party Systems
Janet Coleman, A History of Political Thought, Vols. I and II (Oxford, 2000).
J.S. McClelland, A History of Western Political Thought.
A.Heywood, Politics, New York: Palgrave, 2007
Gallagher, Michael, Michael Laver and Peter Mair. 2005. Representative Government in Modern Europe (4rd edition). London: McGraw-Hill.
Matthew Festenstein and Michael Kenny. 2005. Political Ideologies. Oxford: Oxford
M. B. Foster, W. T. Jones and L. W. Lancaster Masters of Political Thought .
Robert Brown. , London 1990 Classical Political Theories: From Plato to Marx
John Rawls, Lectures on the History of Political Philosophy. Harvard, 2007.
Joseph M. Bryant, Moral codes and social structure in ancient Greece. New York, 1996.
Lectures, seminars, presentations, self-project assignments, computer tests
The students will:
– understand information architecture;
– solve management and marketing problems using special software;
– be able to design a business plan, project management solutions, statistical analisys, graphical applications to use it in a management and marketing applications by using Project Expert, Statgraphics, Photoshop, MS Project etc.;
– understand main principles of business web-site design and be able to build a presentational company's web-site in MS SharePoint.
– the main elements of the strategic management process and alternative development strategies;
– model of behaviour of economic agents and markets; the basic concept, methods and tools for quantitative and qualitative analysis of control processes; the modern theory and behavior at various levels of organization;
– main information technologies of management of business processes; approaches to the assessment of best practices in solving scientific problems; methodology of organization and conducting of scientific research.
- manage the development of the organization and carry out the analysis and development of the organization's strategy on the basis of modern methods and advanced scientific achievements; assessment of a change-control procedures within the organizational development;
– conduct a quantitative forecasting and modeling the management of business-processes; to identify future research directions, to justify the relevance of the theoretical significance of the research problem, formulate hypotheses, conduct empirical and applied data; to summarize the analysis and to identify scientific issues; to develop a program of independent study the chosen subject with information technology support;
– the designation and classification of computer hardware and software in hospitality and tourism, information-computing networks.
– the purpose and functions of the automated control systems for the hospitality industry and tourism, the method of selection of the information system and procedure of its implementation;
– using the basic features of the automated control systems for the hospitality industry and tourism;
– the purpose and functions of Internet-systems of management in hospitality and tourism, the method of selection of the informational Internet-system and the procedure of its introduction at the enterprise;
– the architecture and function of the global computer networks, methods of advertising and promotion of the hospitality business and tourism in the Internet, the methods of creation of web-representations of the enterprises of the industry.
– skills of quantitative and qualitative analysis to the adoption of administration solutions, methods of team building in the design and network structures;
– methods of implementation of organizational change and overcoming resistance personnel; skills for independent scientific and research work, methods, ways and methods of quantitative and qualitative analysis of business processes;
– techniques, methods and tools implementation and evaluation the effectiveness of the strategic analysis organizations and corporate structures; information technologies for forecasting and management of business processes; tools of organizing and conducting independent research.
– be able to use a computer equipment, computer networks and software;
– analysis of computer equipment for the industry of hospitality and tourism;
– be able to use the basic features of the Internet-systems of management in hospitality and tourism;
– use global reservation systems and networks, information resources of the enterprise;
– analysis of Internet systems;
– designing of web pages of the enterprises in the hospitality and tourism.
Course is focused on the fundamentals of building hotel's enterprise information systems and information management. The course is aimed to prepare students for their further professional usage of information systems and technologies in their practical work in the field of hotel management. The course includes methods of solving management and marketing problems using corporative information software, principles of business planning, project management in hotels, web-design and building web-sites.
1. Kozlov, D.A. Automation of hotel enterprises. Micros Fidelio Front Office 7.0: textbook. M., 2013.
2. Kozlov, D.A. Information systems in the hospitality and tourism industry. Electronic textbook. Moscow, 2012.
3. Kozlov, D.A. Automation of tourism enterprises. Tourist search system. Publisher: Accent Graphics Communication, Montreal, 2012.
2 Doppelstunden pro Woche
1. Presentation der Firma
Deutschland, Land und Leute
3. Wirtschaft in Deutschland
Grosse und kleine Firmen
Geschäft in Deutschland
Ausländer über Deutsche
I.V. Selivanova. "Geschäftsdeutsch" K 6 – 8
Themen Aktuell, Hueber
Tres sesiones de 2 horas cada semana
Al terminar los cursos los estudiantes podrán:
- leer textos económicos en original
- discutir y hacer presentaciones de situaciones económicas
- Clasificación internacional de hoteles: coronas, estrellas, categorías
- Revisión de la gramática: los tiempos del Indicativo (sistematización) Artículos de Internet, "EL País", "La Crónica de Hoy"
Tema "Redes de hoteles"
- Concepto de una red en la industria hotelera
-Redes importantes del mundo: Hilton, Ritz, Mariotte
- Revisión de la gramática: Modo Potencial Artículos de Internet, "EL País", "La Crónica de Hoy"
Tema "Tipos de hoteles"
- Tipos de hoteles
- Hoteles más originales del mundo
- Artículos económicos
- Revisión de la gramática: Modo Subjuntivo. Presente de Subjuntivo. Pretérito Perfecto de Subjuntivo
Artículos de Internet, "EL País", "La Crónica de Hoy"
Tema "Hoteles principales de España"
- Hoteles reconocidos de España: Sol Mariya, Hoteles Husa, MedPlaya
- Revisión de la gramática: Modo Subjuntivo. Pretérito Imperfecto de Subjuntivo. Pretérito Pluscuamperfecto de Subjuntivo
Tema "Fiestas hoteleras"
- Técnicas para organizar fiestas en hoteles
- Trabajo de animadores en hoteles
- Revisión de la gramática: Oraciones Condicionales Artículos de Internet, "EL País", "La Crónica de Hoy"
Tema "Paradores nacionales"
- Revisión de la gramática: Futuro Simple, Futuro Perfecto Artículos de Internet, "EL País", "La Crónica de Hoy"
Examen escrito de dos horas
- tarea gramatical
- tarea léxica
of the main methods of research, applied to the business problem of the enterprise in hospitality industry.
ability to critically reflect upon the role of research within a hotel operating internationally;
ability to analyse the various approaches to business and social research;
ability to investigate the difference between primary and secondary research;
ability to justify the use of quantitative and qualitative data collection and analysis;
ability to investigate a range of data collection methods and tools;
ability to critically analyse research enquiry designs appropriate to international hotel business research;
ability to evaluate the ways management research may be written and disseminated
On the completion of the course students will be able to define the problem of the business enterprise in hospitality industry, suggest the method of research, be able to find the appropriate solution, conduct the research and present results in the form of written report and verbal presentation. Course will include analysis of research
methodologies, exercises on qualitative and quantitative analysis, research
draft proposal discussion and final presentation.
Written report, verbal presentation
Easterby-Smith M, Thorpe R, & Jackson P, Management Research, Sage, London, UK2011.
Ghauri PN, & Grønhaug K, Research Methods in Business Studies, Financial Times Prentice Hall, New York, NY, 2010.
Hooley T, What is Online Research?: Using the Internet for Social Science Research, Bloomsbury Academic, London, 2012.
Hyde KF, Ryan C, & Woodside AG, Field Guide to Case Study Research in Tourism, Hospitality and Leisure, Emerald, Bingley, UK, 2012.
Jennings G, Tourism Research, John Wiley and Sons Australia, Milton, 2010.
Kumar R, Research Methodology: a Step-by-Step Guide for Beginners, Sage Publications, London, UK, 2011.
Neuman WL, Social Research Methods: Qualitative and Quantitative Approaches, Allyn and Bacon, Boston, MA, 2011.
Pearce DG, Frameworks for Tourism Research, CABI, Wallingford, UK,2012.
Quinlan C, Business Research Methods, South-Western/Cengage Learning, Andover, Hampshire, UK, 2011.
Veal AJ. Research Methods for Leisure and Tourism: a Practical Guide, Zikmund, WG 2013.
Tourism and Hospitality Research
Annals of Tourism Research
Journal of Travel Research
International Journal of Contemporary Hospitality Management
The Cornell Hotel and Restaurant Administration Quarterly
Journal of Tourism and Hospitality Research
Cornell Hospitality Quarterly
International Journal of Hospitality Management.