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Institute of Hospitality Management
Qualification
Diploma in Advanced Hospitality and
Tourism Management
Level 4
~~~~~~
The IOH qualifications are aimed at people with different levels of experience and
knowledge of the hospitality industry and the assessments are designed to take account of
both the theory covered in the teaching sessions and the knowledge you may already have
as a result of your industry experience
Institute of Hospitality Management Qualification
Advanced Diploma in Hospitality and Tourism Management Level 4 / Programme of Courses
Module 1-7 Enrolment Date at the From: Exam Date
Each module consists of 2 units, latest by: 4 pm to 7 pm each @ 4pm on each of the
1Mandatory and 1 Optional Course Date session following dates
Module1:
Business Management
Mandatory: BM4401 3.1.2013 16.01.2013 27.02.2013
Business Strategy for Hospitality and Tourism 23.01.2013
Optional: BM4402 1.2.2013 13.02.2013 27.02.2013
Managing the Business Environment in Hospitality & 20.02.2013
Tourism
Module 2:
Business Marketing and Sales
Mandatory: BS4401 1.3.2013 13.03.2013 01.05.2013
Services Marketing for Hospitality & Tourism 20.03.2013
Optional: BS4403 1.4.2013 17.04.2013 01.05.2013
Marketing Communications for Hospitality and 24.04.2013
Tourism
Module 3:
Consumer Management
Mandatory: CM4401 1.5.2013 15.05.2013 26.06.2013
Managing the Hospitality and Tourism Consumer 22.05.2013
Optional: CM4403 1.6.2013 12.06.2013 26.06.2013
Customer Relationship Management for Hospitality 19.06.2013
& Tourism
Module 4:
Finance and Business Planning
Mandatory: FP4401 1.9.2013 18.09.2013 30.10.2013
Managing Finance and Business Performance in 25.09.2013
Hospitality and Tourism
Optional: FP4403 1.10.2013 16.10.2013 30.10.2013
Presenting the Business Plan in Hospitality and 23.10.2013
Tourism
Module 5:
Human Resources Management
Mandatory: HM4401 1.11.2013 13.11.2013 08.01.2014
Leadership and Management in Hospitality & 20.11.2013
Tourism
Optional: HM4402 1.12.2013 04.12.2013 08.01.2014
Staff Development and Restructuring in Hospitality 11.12.2013
& Tourism
Module 6:
Legislative Management
Mandatory: LM4401 1.1.2014 22.01.2014 26.02.2014
Managing the Changing Legislation in Hospitality & 29.01.2014
Tourism
Optional: LM4402 1.2.2014 12.02.2014 26.02.2014
Risk Management Strategies for Hospitality & 19.02.2014
Tourism
Module 7:
Professional Development
Mandatory: PD4401 1.3.2014 12.03.2014 16.04.2014
Managing Your Professional Development in 19.03.2014
Hospitality & Tourism
Optional: PD4402 20.3.2014 02.04.2014 16.04.2014
Project Management for Hospitality and Tourism 09.04.2014
N.B. Please note that enrolments will not be accepted after the 1st of the month
P.O. Box 1000, St Saviour, Jersey JE4 9QA Channel Islands
Tel: (01534) 608608; Fax: (01534) 608600 www.highlands.ac.uk
Institute of Hospitality Management Qualification
Diploma in Advanced Hospitality and Tourism Management Level 4
INTRODUCTION
Advanced Diploma in Hospitality & Tourism Management
The Institute of Hospitality has developed a unique set of qualifications for the Hospitality and Tourism Industries
which provide industry focussed training in management and leadership skills. The awards have been designed in
consultation with industry and education and provide flexible units of Continuing Professional Development (CPD)
which build up into fully accredited qualifications. There are seven key business areas within the framework and the
syllabus is contextualised specifically for the Hospitality and Tourism sectors:
1. Business Management
2. Business Marketing and Sales
3. Consumer Management
4. Finance and Business Planning
5. Human Resources Management
6. Legislative Management
7. Professional Development
The Diploma in Advanced Hospitality and Tourism Management
The Diploma in Advanced Hospitality and Tourism Management is a higher level qualification focussing on the senior
management aspects of the hospitality and tourism industries. The qualification has been designed to meet the needs
of managers and senior managers working in the sector or seeking promotion who wish to improve their knowledge
and qualifications. The Diploma in Advanced Hospitality and Tourism Management provides the knowledge required
for leadership and management developement and a sound insight into strategic business development skills.
Who is this course for?
Candidates should either be working in the hospitality or tourism industries. They should normally have:
Institute of Hospitality Level 3 Diploma in Hospitality and Tourism Management or a similar qualification:
A good general Education including Mathematics and English
Applicants with English as a second language should have a minimum Level 1 ESOL (Upper Intermediate Level of
English).
How long is this course?
The full qualification of 7 modules (14 units) is based on a 15 month course starting January 2013.
(Please see programme of events attached).
*Individual units can be chosen and accredited for continual professional development.
Where is this course run?
Highlands College
What qualification will I gain?
Institute of Hospitality Management Qualification Advanced Diploma in Hospitality and Tourism Management
Level 4
What does this course lead on to?
Successful completion of the programme will enable progression to a relevant degree level programme. Further
information on UK unitised qualifications can be found at www.accreditedqualifications.org.uk
How are the units assessed?
IOH Awarding Body qualifications are assessed electronically on a secure system approved by Ofqual. The
assessment is provided separately from the programme delivery. Graded results are provided immediately from the e-
assessment system,
What can I gain from the Qualifications?
The Diploma in Advanced Hospitality and Tourism Management provides the key knowledge required of Senior
Managers in the Hospitality and Tourism industries and assists in the development of leadership skills. Successful
completion of the programme will enable progression to a relevant degree level programme.
How much will it cost?
Each unit costs £175 – however if you enrol on all 14 units there is a one off price of £2240 (which is a reduction of
£15 per unit).
With your first enrolment we will also require a fee of £50 which is payable to the Institute of Hospitality as a
subscription fee and is valid only for 12 months, regardless of how many modules you take.
.
How can I find out more?
For further information please contact:
Joan McKnight on 608563 – email: joan.mcknight@highlands.ac.uk
MODULE 1: BUSINESS MANAGEMENT
Unit 1: BM4401 Business Strategy for Hospitality & Tourism
Cost: £175
Date: 16th and 23rd January 2013- 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the importance of developing a realistic and coherent business strategy in the
hospitality or tourism industries. The learner will be introduced to the key concepts of strategy and how it relates to their own
business environment.
At the end of the learning experience the learner will or will be able to:-
1. Evaluate the importance of the strategic planning process and the procedures involved.
2. Analyse the effectiveness of resource deployment in achieving business objectives.
3. Assess how the external business environment impacts upon hospitality and tourism businesses.
4. Compare different strategic business development methods.
Unit 2: BM4402 Managing the Business Environment in Hospitality & Tourism
Cost: £175
Date:– 13th and 20th February 2013 - 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will enhance the learner’s understanding of key factors in the business environment and the impact and implications of
those factors on business activities within the hospitality and tourism industries. The learner will develop the skills to scan the
business environment in relation to the risks and opportunities for their business.
At the end of the learning experience the learner will or will be able to:
1. Review the purpose and responsibilities of hospitality and tourism organisations.
2. Analyse the impact of the micro environment upon the hospitality and tourism industries.
3. Evaluate the effect of macro environmental issues upon the hospitality and tourism industries.
4. Interpret political, economic, social, technological, legal and environmental factors in relation to the hospitality and
tourism industries.
5. Appraise business assessment models and concepts in auditing the hospitality and tourism environment.
MODULE 2: BUSINESS MARKETING AND SALES
Unit 1: BS4401 Services Marketing for Hospitality & Tourism
Cost: £175
Date: 13th and 20th March 2013 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the principles of marketing in the service environment. The learner will
understand the basic marketing principles and their application in relation to their own business in the hospitality and tourism
industries.
At the end of the learning experience the learner will or will be able to:
1. Analyse the nature of service and service industries.
2. Distinguish between the service offering and the tangible product.
3. Understand the unique characteristics of services marketing.
4. Identify the framework for successful service marketing within the hospitality and tourism industries.
Unit 2: BS4403 Marketing Communications for Hospitality and Tourism
Cost: £175
Date: 17th and 24th April 2013- 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will facilitate the learner’s understanding of the importance of marketing communications and the channels of
distribution. The learner will develop a range of skills in identifying and using the most appropriate communications across a
range of business settings in the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Explore the nature and role of marketing communications within the hospitality and tourism industries.
2. Distinguish between the key elements in the communications mix.
3. Investigate the nature of the marketing communications strategy.
4. Investigate the process and components of a market communication campaign.
5. Assess the influence of macro/micro external influences on the communication process.
MODULE 3: CONSUMER MANAGEMENT
Unit 1: CM4401 Managing the Hospitality and Tourism Consumer
Cost: £175
Date: 15th and 22nd May 2013 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the complexities and considerations in managing the consumer and consumer
expectations. The learner will develop a range of skills in identifying the key variables in managing the consumer and the
consumer experience in the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Investigate the importance of quality and customer satisfaction in the exchange process, particularly in a service
encounter.
2. Explore the different types of customer, and the differences between the customer and consumer.
3. Investigate the variety and level of customer information available for analysis.
4. Evaluate the many ways that a business can influence the customer through internal systems and structures.
Unit 2: CM4403 Customer Relationship Management for Hospitality and Tourism
Cost: £175
Date: 12th and 19th June – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the importance of customer relationship management (CRM) as a method of
establishing positive relationships with customers in the competitive business environment. The learner will develop a range of
skills in recognising the differences between CRM and the more traditional marketing approaches and be able to apply some basic
concepts to their own business in the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Justify the progression in service delivery from a transaction approach to a relationship approach.
2. Consider key aspects of managing the customer experience and the Customer Relationship Management (CRM) process.
3. Explore the importance of customer loyalty.
4. Appraise Total Quality Management (TQM) and service quality through upstream and downstream activities.
MODULE 4: FINANCE AND BUSINESS PLANNING
Unit 1: FP4401 Managing Finance and Business Performance in Hospitality and Tourism
Cost: £175
Date: 18th and 25th September – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the management of business performance from both a financial and an
operational position. The learner will develop a range of skills to critically analyse business performance and will be able to
recognise the key performance indicators that impact on the effective and efficient management of the business function in the
hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Understand company financial information.
2. Interpret the significance and meaning of the key company statements.
3. Analyse business performance from financial statements.
4. Employ a range of techniques to calculate and interpret operational performance.
Unit 2: FP4403 Presenting the Business Plan in Hospitality and Tourism
Cost: £175
Date: 16th and 23rd October 2013 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the skills required in constructing and presenting an effective business plan
to both internal and external stakeholders. The learner will develop an awareness of the importance of effective presentation in
the context of a business plan and will apply this to the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Understand the nature of the business planning process.
2. Analyse the content of a business plan.
3. Evaluate the ways in which data can be manipulated to produce an effective business plan.
4. Apply a range of communication tools for effective presentations.
5. Understand how to prepare and evaluate an outline business plan for presentation to internal and external stakeholders.
MODULE 5: HUMAN RESOURCES MANAGEMENT
Unit 1: HM4401 Leadership and Management in Hospitality & Tourism
Cost: £175
Date: 13th and 20th November 2013 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will facilitate the learner’s understanding of effective leaders and managers and will enable them to recognise and bring
into practice the key components and distinctive characteristics of effective leadership and management. The learner will enhance
their knowledge of the role of the effective leader and manager in maintaining and improving business performance.
At the end of the learning experience the learner will or will be able to:
1. Consider the different types of organisational culture and their impact.
2. Investigate the skills involved in providing effective leadership.
3. Evaluate the range of management attributes and skills used by effective leaders.
4. Consider the way in which objectives are implemented for a business.
5. Appraise the process of planning and implementing change.
Unit 2: Staff Development and Restructuring in Hospitality & Tourism
Cost: £175
Date: 4th and 11th December 2013 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the nature and importance of staff development and organisational
restructuring in the continued development of an effective business organisation. The learner will understand the need to consider
and review business structures to meet changing market needs and be able to identify staff development needs in maintaining
efficient business performance in the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Review different organisational structures.
2. Assess human resource planning within an organisation.
3. Evaluate how to plan and implement a development programme.
4. Evaluate staff performance and training development..
MODULE 6: LEGISLATIVE MANAGEMENT
Unit 1: Managing the Changing Legislation in Hospitality & Tourism
Cost: £175
Date: 22nd and 29th January 2014
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s understanding of the way in which the hospitality or tourism business needs to maintain
awareness of legal developments and implement change on a regular basis. The learner will be able to recognise and evaluate the
implications of legislative changes for their own business activities and consider the implications and mechanisms required to
ensure compliance.
At the end of the learning experience the learner will or will be able to:
1. Analyse the external factors that lead to changes in legislation.
2. Assess the consequence of changes to legislation upon an organisation.
3. Evaluate the gaps that exist between the existing situation in an organisation and the situation as required by new
legislation.
4. Develop action plans that ensure compliance with new legislation is achieved.
Unit 2: Risk Management Strategies for Hospitality & Tourism
Cost: £175
Date: 12th and 19th February 2014 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will develop the learner’s ability to consider and apply relevant risk management strategies within their own business
environment. The learner will be introduced to a range of risk assessment techniques and recognise how these can be applied in
the management of risk in their own business within the hospitality and tourism industries.
At the end of the learning experience the learner will or will be able to:
1. Assess the reasons why businesses need to apply risk management strategies in a business environment.
2. Identify the types of risks that could pose difficulties to a business and its environment; examining the difficulties and
problems that may occur.
3. Evaluate the risk management tools needed to prevent or minimise damage to a business through risk.
4. Discuss and evaluate how businesses can best adopt risk assessment techniques.
5. Consider and evaluate how government legislation can influence risk management and risk assessment policy within a
business.
MODULE 7: PROFESSIONAL DEVELOPMENT
Unit 1: Managing Your Professional Development in Hospitality & Tourism
Cost: £175
Date: 12th and 19th March 2014 – 4.00.pm to 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will facilitate the learner’s understanding and skills required in recognising and managing their own professional
development in order to achieve career goals in the hospitality and tourism industries and in other sectors. The learner will be
encouraged to identify their own strengths and weaknesses and to develop an individual professional development plan.
At the end of the learning experience the learner will or will be able to:
1. Analyse knowledge and skills essential for maintaining a specific career path and evaluate personal strengths and
weaknesses to improve own performance over the short, medium and long term.
2. Evaluate personal values, motivation and capacity; and explore how these will impact on professional performance.
3. Review independent judgement and professional ethics in relation to own job roles, responsibilities and relationships
with colleagues, team members, managers and customers.
4. Examine and evaluate tasks and process skills in the context of job requirements and produce a personal development
plan.
Unit 2: Project Management for Hospitality and Tourism
Cost: £175
Date: 2nd and 9th April 2014 – 4.00.pm – 7.00.pm
Venue: Highlands College
Unit Aims:
This unit will provide a range of skills required for the learner to be ale to manage individual projects within the context of the
hospitality and tourism industries. The learner will develop knowledge of analysis, scheduling and simple charting to effectively
manage business related projects.
At the end of the learning experience the learner will or will be able to:
1. Analyse and evaluate the business case to justify project viability.
2. Recognise the internal and external environmental factors that will influence a project.
3. Prepare a well written project plan based on a prescriptive structure.
4. Analyse scheduling techniques and measures to assist in successful project completion.
5. Evaluate the effectiveness of a project.
