29 JANUARY - 3 FEBRUARY 2007
Strategic Marketing Management Prof. Cathy Hsu Mr. Jeffrey Flowers In a market where customers are empowered with information and past consumption experiences, a firm's proficiency in understanding markets and creating customer value is a primary determinant of its long-term success. Strategic Marketing Management introduces participants to the process of developing and managing marketing strategies for the service industry, examining how hotels create and sustain customer value, from market analysis and product positioning to branding and communications. This workshop provides executives with an overview of services marketing and a framework that presents marketing as a value creation process. Topics to be discussed include the role of value creation in acquiring and retaining customers, marketing research techniques in understanding the needs and wants of existing and potential customers, market analysis tools, market segmentation and positioning, and branding practices and success stories. |
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Strategic Financial Management Dr. Prakash Chathoth Mr. Tim Cheung The importance of strategic orientation in creating and adding value to the firms is well documented in managerial practice. The success of the hospitality firm lies in how its managers are able to add value by investing in key methods to sustain the competitive forces emanating from the environment. This raises the question as to if the managers have the necessary skills and competencies to evaluate the firm's strategic orientation and provide direction using such skills and competencies. This workshop is aimed at developing managerial skills and knowledge in strategic financial management. The framework will provide hospitality managers with the tools to manage the business from a value-adding perspective. Key concepts covered include: cash flow analysis, financial and operational leverage, capital structure of the firm, capital budgeting, scenario analysis, and assessing the viability of key investments. Methods used during the workshop include lecture, group projects and presentations. |
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Strategic Human Resources Management Dr. Simon Wong Mr. James Lu There are two parts in this workshop. Part 1 of this workshop covers Creating Team Synergy through Self Awareness. Participants will be facilitated to learn about their individual characteristics including their strengths and areas for attention t hrough the learning of Myers-Briggs Type Indicator (MBTI@) . Dr. Simon Wong, accredited administrator of MBTI@, will lead participants to become aware of their own individual preference in terms of thinking style and behaviour pattern . In order to create team synergy, which is vital for success in the hospitality industry, participants' knowledge will be expanded to include learning about interact ion with significant others such as team members, colleagues and superiors. Part 2 of this workshop covers New Trends and Thinking in Attracting and Managing Human Capital Resources. Mr. James Lu will discuss what's new in managing human capital and what HR professionals should look for when managing human capital today. Group discussion will be used to stimulate sharing of experience. |