Certificate in Applied Tourism & Event Management

This programme is designed for undergraduate business students who have a particular interest in Tourism and Event Management. This is a study abroad program for a duration of three months. Students study these subjects in the context of Ireland which adds to their previous knowledge in these areas. They continue to build on their knowledge and skills in the areas of management, communication and economics in a multi-cultural context.

• Tourism Marketing
• Management & Organisations
• Event Management
• Social and Economic Aspects of Ireland
• Business Communication Skills
• Tourism & Event Management Project

Tourism Marketing

The aim of this module is to enable international learners to apply a broad understanding of the theory and practice of tourism marketing to a foreign workplace environment.

On successful completion of this module learners should be able to:

• Identify the main components of the marketing mix, segmentation process and strategic decisions for tourism marketers.
• Recognize the difference between the 7P’s of services marketing from the 4P’s of product marketing and the associated characteristics and challenges of services marketing.
• Communicate the application of an original and appropriate marketing strategy and communications campaign for a tourist destination.
• Discuss the specifics of the tourism marketing environment in Ireland and explain how it could be applied in an International setting.

Management & Organisations

The aim of this module is to familiarise international learners with the theory, principles, practices, roles and functions of management and organisations in the Irish business environment.

On successful completion of this module learners should be able to:

• Identify various definitions and theories of management, recognise their subtleties and appreciate their historical development and the fundamentals of their corporate implementation.
• Label, describe and apply management tools such as PESTEL and SWOT Analysis, Porters Five Forces and Value/Supply chain concepts.
• Define and discuss, using clear corporate examples, key management disciplines such as organisational structures and culture, leadership, team-working, ethics and CSR, decision making and conflict resolution.
• Explain how the implementation of traditional management functions, tools and disciplines is influenced by organisational structure, culture and internal and external environments.

Event Management

The aim of this module is to familiarise international learners with the theory, principles and practices of event management.

On successful completion of this module learners should be able to:

• Describe the events environment including categories of events, their origins and development and their relationship with, and impact on stakeholders.
• Discuss the key phases, stages and elements of the event planning and management process from feasibility study to post-event evaluation.
• Prepare a selection of event-related documents including event plan(s), post-event reports and event proposals.
• Communicate a proposed commercial and creative strategy for the planning and execution of an industry based event.

Social and Economic Aspects of Ireland

This module is designed to inform and enhance the socio-cultural appreciation of Ireland by international learners, and to enable them to use standard economic tools to explore and evaluate fundamental aspects of the Irish economy.

On successful completion of this module learners should be able to:

• Discuss the socio-cultural, political and economic dimensions of contemporary Ireland, identifying similarities and contrasts with the learner’s country of origin
• Identify the main civilisations, influences and events which have shaped society, politics and the economy of contemporary Ireland
• Explain the origins of the conflict in Northern Ireland and the progress made since the 1990’s
• Explain the role of the Irish language in modern Ireland, and assess the causes of its declining usage
• Explain the standard tools used by economists to analyse certain aspects of a national economy, and explore their applicability to aspects of the Irish economy
• Discuss the causes and consequences of Ireland’s rise to economic prominence as a Celtic Tiger economy and its subsequent crash
• Examine and discuss key contemporary issues and options in relation to Irish social and economic policy

Business Communications Skills

The aim of this module is to enable international students to communicate in the English language with clarity and authority, applying written, electronic, verbal and non-verbal communications skills in a range of business settings and situations.

On successful completion of this module learners should be able to:

• Develop an understanding of the principles of effective communication through theoretical and practical applications of the English language to business communications
• Appraise primary non-academic business oriented texts and independently generate a measured and articulated response
• Create, script and deliver an audience-focused business presentation, using appropriate vocabulary, graphs, charts and other visual/ electronic aids
• Communicate clearly and concisely in written business English, observing the relevant layout, conventions and styles of emails, letters, reports and promotional leaflets
• Communicate appropriately and persuasively in oral English, including in discussion, debate, interviews, meetings and negotiations
• Differentiate between varying language registers in a business context (formal, informal, impromptu) for planned and un-predicted life-like business scenarios such as business negotiations and mock product pitching
• Communicate effectively within a team

Tourism & Event Management Project

This module is designed to form an essential element which facilitates learners in consolidating the key strands of the Tourism and Event Management programme in an integrative project.

On successful completion of this module learners should be able to:

• Recognise and apply the cross-disciplinary relevance of learning achieved in the other Tourism and Event Management Programme modules.
• Translate the academic theory underpinning Tourism Marketing and Event Management into an applied nature by creating a realistic industry standard Tourist Event.
• Communicate a proposal that identifies a marketing campaign and detailed event planning for a realistic industry standard Tourist Event.
• Explain how selected tourism marketing and event management strategies should and can be applied together effectively in an industry setting.