2014 Hong Kong PolyU Winter School®
The Hong Kong PolyU Winter School® is the SHTM's flagship executive development programme, staged each year to allow senior industry executives to interact with leading educators and practitioners in the field of hospitality. Co-organised by the SHTM and the Hong Kong Hotels Association, the programme was held at the School premises from 10 to 22 February.
Delivered as a series of six in-depth modules spanning two weeks, the Winter School featured leading industry
professionals and SHTM academics presenting interactive modules.
The week began with a module on service quality leadership, co-presented by SHTM Dean and Chair Professor Kaye Chon, and Mr Mark Conklin, General Manager of the JW Marriot Hotel Hong Kong. During the second module, the SHTM's Professor Cathy Hsu focused on branding and distribution strategies. She guided participants to learn how to clearly position their brands, introduced them to the strategies and processes needed to maintain and enhance those brands, and discussed
optimal distribution channel mixes.
The first week ended with a module on developing the knowledge and skills participants could use to increase market share and profit through innovative food and beverage concepts, co-hosted by Mr Murray Mackenzie, SHTM Education Specialist (Integrated Learning), and Dr Thomas A. Maier, Assistant Professor of Hospitality Leadership at DePaul University.
The second week kicked off with a module on the use of social media in the hospitality industry, delivered by Dr Markus Schuckert,
Assistant Professor at the SHTM, and Mr Jens Thraenhart, Founder and President of Digital Innovation Asia. Dr Basak Denizci Guillet, SHTM Associate Professor, and Mr Chris Snyder, Director of Professional Services at the Revenue Science Corporation, then helped participants to understand the increasingly important area of revenue management.
The Winter School culminated in a final module led by Professor Denis Morisset, now with the ESSEC Business School and formerly COO of Ralph Lauren Europe and CEO of Pierre Balmain and Giorgio Armani. Professor Morisset covered luxury management in the hospitality industry, analysing how to create and sell long-lasting dreams, retain loyal VIP customers and deliver added value.
The next Hong Kong PolyU Winter School® will be held in January
2015.
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