Pousada Conference Room | Institute For Tourism Studies | Macao SAR, Macao

This is a certification programme organised by a world-leading

authority of hospitality education, delivered right here in

Macao. It is a joint effort of Cornell-Nanyang Institute of

Hospitality Management (CNI) and Institute For Tourism Studies

(IFT), Macao, with the aim to provide fast-tracking young

managers, seasoned executives, leaders and entrepreneurs of

international resort chains an all-rounded training in Strategic

Hospitality Management.

Each module will lead to a certificate of “CNI-IFT Executive

Development Programme”. Every module is a step toward a

greater achievement!

Achievers of four CNI-IFT EDP certificates will be awarded the

“CNI-IFT Advanced Certification in Strategic Hospitality

Management”.

Programmes scheduled in 2010 and 2011:

Module One - Strategic Hospitality Operations (Conducted on 11 & 12 Jan 2010)

Module Two - Strategic Hospitality Marketing

(22 & 23 July 2010 – Open for Application)

Module 3 - Strategic Thinking (Date: January 2011)*

Module 4 - Strategic Financial Management (Date: July 2011)*

*CNI & IFT reserve the right to change the module topic, due to the dynamic needs of the industry.

Registration Deadline of Module Two: 21 June 2010

Executive Development Programme

“STRATEGIC HOSPITALITY MARKETING”

Module Two of CNI-IFT Advanced Certification in

Strategic Hospitality Management

22 - 23 July 2010

OverviewThe dynamic and complex environment in which the hospitality business operates makes it

imperative for managers to be alert to present and future forces impacting their business. Equally

important is that managers know how to exploit emerging opportunities, minimize threats and

develop strategies that provide the business with a competitive advantage.

This course exposes participants to innovative, practical and profitable approaches for addressing

key strategic hospitality marketing challenges. Through class discussions, case studies, and real-life

examples, participants will learn the latest applications of strategic thinking and analysis in

hospitality marketing: from upstream marketing and strategic analysis to value innovation, managing

brand equity and marketing metrics.

Course ObjectivesAt the end of the course participants will:

1. Gain clear knowledge of the marketing planning process including upstream and downstream

marketing

2. Appreciate the importance of value creation to marketing strategy and overall firm performance,

and the relevant variables that influence value creation decisions

3. Know how and when to apply the value-enhancing strategies including brand equity

management, innovation and measuring marketing’s outcome.

4. Become more analytical and creative hospitality managers.

Programme Fee

• MOP10,650 (USD1,331) – Non-Macao ID-holders

•MOP6,150 (USD770) – Macao ID-holders

•MOP5,500 (USD690) – Macao ID-holders with DSEJ subsidy

Registration Form & Website

www.ift.edu.mo/edp/marketing2010

Inquiry

For more information, please contact Ms. Sandi U.

T: (853) 85061 281 F: (853) 85061 283 E: sandiu@ift.edu.mo

This programme is subsidized by the “Continuing Education Subsidy Scheme” of Education and Youth Affairs Bureau. Macao LOCAL RESIDENT will be refunded MOP650 after completion of course with over 75% attendance.

Website of Continuing Education Subsidy Scheme:http://www.dsej.gov.mo/~webdsej/www_dee/index.php

Schedule

We reserve the right to postpone or cancel the course. In the case of cancellation,

participants will NOT be subject to any charge or compensation.

Disclaimer

22 July 2010

Time Topics9:00am - 10:20am 1. Strategizing Marketing

Marketing’s Business Purpose

Strategic Planning

Strategic Marketing System

Strategic Marketing Planning

10:20am - 10:40am Break

10:40am - 12:30pm 1. Strategic Analysis

Environmental Scanning

Competitor Analysis

12:30pm - 1:30pm Lunch

1:30pm - 3:30pm 1. Strategic Analysis (cont’d)

Customer Analysis

SWOT Analysis

3:30pm - 3:50pm Break

3:50pm - 4:50pm 1. Case Study Discussion

Pearl River Garden Hotel, Sanya

4:50pm - 5:30pm Review & preparation instructions for tomorrow’s case

study.

HOMEWORK

Read:

1. Banyan Tree: Developing A Powerful Service Brand

2. Asian Brand Strategy

3. Define Metrics for What Matters

23 July 2010

Time Topics9:00am -10:20am 1. Managing Brand Equity

Brand & Brand Equity

Lessons in Brand Equity Management

10:20am - 10:40am Break

10:40am - 12:30pm 1. Value Innovation

Competitive Methods: Then & Now

The 4 Lenses of Innovation

Blue Ocean Strategy

12:30pm - 1:30pm Lunch

1:30pm - 3:30pm 1. Case Study Discussion

Banyan Tree: Developing A Powerful Service Brand

3:30pm - 3:50pm Break

3:50pm - 4:50pm 1. Measuring Value

Marketing Metrics Audit Process

4:50pm - 5:30pm Course Evaluation & Closure

Course Facilitator

About the Organisers

www.cni.ntu.edu.sg www.ift.edu.mo

Professor Gerard Gonzales

Adjunct Associate Professor

Cornell-Nanyang Institute of Hospitality Management

Prof. Gonzales is a leading instructor in the Cornell-Nanyang Institute of Hospitality Management

(CNI). He teaches in CNI’s graduate Master of Management in Hospitality degree program and is a

prominent faculty of the CNI Executive Education Program. He has successfully conducted courses

and workshops on finance, marketing and service quality for the Nanyang Business School’s

Executive Development Programme as well as tourism and hospitality management workshops for

the Temasek Polytechnic and Ngee Ann Polytechnic. He is an Adjunct Associate Professor at the

Nanyang Business School, Nanyang Technological University (NTU) where he teaches marketing at

the undergraduate and postgraduate levels.

Prof. Gonzales has accumulated 30 years of international hotel and resort management experience.

Prior to setting up his management consulting practice in 1989, he held positions as general

manager, financial controller, consultant, administrator and internal auditor with various hotel,

resort and restaurant organizations in Singapore, Indonesia, Malaysia and the USA. As principal

consultant of Gonzales & Associates, he consults for several independent and chain-operated

hospitality organizations in Singapore, Malaysia, Indonesia, China, France and the United Kingdom

in the areas of strategic planning and marketing, asset management, organizational development

and customer value management.

Holding an MBA (1996) and a bachelor's degree in accountancy (1978), Prof. Gonzales attained the

Certified Hotel Administrator (CHA) title from the Educational Institute of the American Hotel &

Lodging Association in 1989, while working as vice-president and general manager of the

Hollywood Palm Hotel in Hollywood, California, USA. In 1996, he was awarded the Singapore

Tourist Promotion Board Gold Medal Award and The Raffles Hotel Book Prize in the Nanyang

Business School’s MBA (Hospitality & Tourism) program. He is co-author of a chapter in the book

“Business Opportunities in the Philippines” published by NTU and Prentice Hall (1996).