The Programme

…is an internationally recognized specialist provider of education, management development and consultancy to the hospitality, tourism and leisure industries. As the UK's only specialist institution of its kind, the UCB draws students from around the world – with over 40 countries being represented in 1996. The UCB is renowned for both its excellent facilities and the expertise of its staff. Indeed in 2007 it achieved University Status following a rigorous quality inspection. The College was formerly known as Birmingham College of Food, Tourism and Creative Studies and is now known as University College Birmingham (UCB).

A number of Postgraduate programmes are available from the UCB's Postgraduate Centre: all combining the high academic qualities expected from study at this level with a realistic and industry-relevant approach. These programmes are accredited by (and lead to the award of degrees of) the University of Birmingham.

Specialist programmes are offered in the fields of hospitality management, leisure and tourism management, retail and consumer management and care management. All programmes combine a business and management core applied specifically to the relevant sector, supplemented by technical specialisms.

The Postgraduate Centre

… is a specialist center within the UCB and offers management development to the hospitality, tourism and leisure industries. Services include full-time programmes at postgraduate level, research and consultancy, programme solving and industry development programmes.

An industry-relevant approach is adopted in all programmes and a major strength of the Centre lies in the breadth and expertise of the staff.

It is the level of specialism, coupled with dedicated teaching resources and a close working relationship with the international hospitality sector, which has attracted students to the UCB from around the globe and has led to us playing a leading role in educational networks throughout Europe, North America, The Caribbean, The Middle East and Asia. These links ensure that the UCB will remain at the forefront of new developments and innovations in hospitality training and education. More importantly, our students are well received by the hospitality industry and its allied sectors, able to play their part in shaping the future of what will be the world's largest industry.

Programme Aims

The programme leads to the award of a Master of Arts of the University of Birmingham, usually in 30 months.

This programme has been designed to develop and enhance professional managerial competence in individuals who are already experienced and wish to build on that experience through a structured programme of study organised in a manner which suits their current situation. Hence it is offered only in a Block Mode as a specialised, career development award.

The programme aims to further develop students' knowledge and understanding of hospitality and tourism management and the associated environment as well as a critical awareness of current issues and new insights in the area of the student's own professional practice.

The programme is designed to develop an integrated and critical understanding of management and organisations with a view to the improvement of business and management practices. This encompasses the development of high levels of transferable skills and an ability to deal with complex issues both systematically and creatively.

The programme aims to provide an opportunity to engage in personal research through in-depth exploration of a current issue in business and management in the sector which is informed by leading edge research and practice in the field.

Programme Structure

The modules offered are as follows:

Module 1      Research Methods
Module 2      Hospitality and Tourism Marketing
Module 3      Business Enterprise
Module 4      Hospitality and Tourism Dynamics
Module 5      Hospitality and Tourism Operations Development
Module 6      Strategic Directions in Hospitality and Tourism

All MA students must complete Module 1 to Module 6 plus a 15,000-word Dissertation.

Unit Descriptions

Research Methods

This module introduces students to the discipline of research theory and techniques. The aim is to develop students' skills and expertise in the essential research tools they will need as managers in their chosen service industry sector.

The module adopts a structured approach to a key range of research tools that will be utilised and demonstrated through a range of related research exercises. This has been designed to extend and develop the students' knowledge and ability in focusing upon and preparing for research. It develops important skills, even for those not wishing to complete a Masters Dissertation.

The assessment is an individual research proposal, expected to be of 4,000 words.

Hospitality and Tourism Marketing

The challenges of global competition, rapidly changing technology, new consumer needs and shifting demographics, have necessitated the development of strategic marketing planning skills if companies are to survive and prosper within the hospitality and tourism sectors.

Hospitality and tourism organisations share with each other the challenge of identifying and understanding markets unfolding around them. Success will ultimately be determined by the ability to perceive and understand these markets in all their complexity. The aim of this module is to explore this complexity, to enable students to approach the challenge with the sophistication it deserves in the way in which they plan, execute and control marketing activities.

This module also aims to introduce students to the discipline of managing the marketing process in a strategic context, as it addresses the long-term direction in marketing planning activity to be undertaken by hospitality and tourism sector based organisations. The module adopts a structured approach to the range of strategic issues inherent in determining marketing plans, whilst addressing issues of analysis, direction, strategy, tactical choice and control.

The assessment consists of 100% coursework to incorporate a seminar presentation and a separate individual report.

Business Enterprise

This module aims to develop students' understanding and awareness of entrepreneurship within the service sector. The module will place an emphasis upon the operational and strategic development of service sector businesses such as in tourism and hospitality. As such, the module initially considers the various internal and external influences affecting the development of a business plan for such organisations operating in dynamic environments, before proposing various strategic methods by which such businesses may prosper in the long-term. Issues of business plan implementation and the successful management of resources are also considered within the module.

The assessment consists of a group assessment, proposal for a business venture (50%) and an individual discussion paper (50%).

Hospitality and Tourism Dynamics

This module examines the impact of contemporary political-economic, socio-cultural, environmental and technological issues on hospitality and tourism providers. Key issues relating to hospitality and tourism megatrends; changing consumer preferences; government policies and plans; environmental and ethical concerns; and risk and crisis management are explored in the context of the response strategies of hospitality and tourism providers. The aim is to assess future opportunities and to evaluate strategies that could be devised to seize them in an unstable and dynamic operating environment.

The assessment will include a Case Study (80%) and Discussion forum/knowledge exchange activity (20%).

Hospitality and Tourism Operations Development

This module examines hospitality and tourism business development through an operations strategy focus. The module will endeavour to build on and further develop students’ understanding of operations management concepts at unit/departmental level so as to improve the effectiveness and efficiency of the business.

The emphasis will switch in terms of perspective to examining strategic level operations management issues, i.e. issues which arise when implementing changes across a group of outlet operations or across international borders.

The application of concepts to realistic scenarios/case studies will be used; these will be specifically chosen to reflect the destinations in which the students study. This will then allow students the opportunity to apply operational concepts within their specific business environment whilst also drawing on the international perspective. Students completing the module will be better equipped to make business operations planning decisions within the complex environment of the hospitality and tourism industry.

The assessment consists of a discussion paper of 100% weighting.

Strategic Directions in Hospitality & Tourism

This module will enable students to focus on the complex and dynamic environment in which the tourism and hospitality industries exist in the 21st Century. The central theme will be the strategic direction of these industries in such circumstances. An appreciation of the trend towards a more global economy together with an awareness of political realities will be developed.

The historical context of strategic management will be established together with an analysis of contemporary approaches best used to achieve competitive advantage. An assessment of risk associated with different strategies will be analysed. The contribution of Human Resources Management in implementing new strategic directions will be assessed.

The assessment will consist of 30% group seminar presentation and 70% individual assignment.

Dissertation

The module is designed to be suitable for block teaching mode students who have access to appropriate industrial and commercial enterprises. This is an individual activity performed by the student under the supervision of an appropriately experienced tutor. Students will be encouraged to attempt the integration of concepts and knowledge from a number of modules of the programme and to draw on a wide range of academic sources.

Personal tutorials will be offered for any student following this module during teaching blocks, which will focus on planning and the issues of presentation and academic conventions. In addition, the designated professional dissertation supervisor will, via email, review progress towards objectives, synthesis of findings and reading, validation of findings and conclusions.

The submission of a dissertation is expected to be of 15,000 words.

Programme Duration

The minimum time for completing of the programme is normally 30 months of part-time study.

Modules Rotation Matrix

The modules are arranged as shown below. There are 3 entry points, for modules which are delivered in

• August;
• December and
• April.

Legend:

• A     Entry point at August
• B     Entry point at December
• C     Entry point at April

Programme Delivery

The teaching associated with each module takes place in a teaching "block" of 7 days. A supporting pack of documentation, which includes

• preparatory notes,
• structured pre-block reading, and
• a range of pre-block activities related to the module,

Each teaching block entails a minimum of

• 4 weeks of pre-reading and research tasks, and
• 30 hours of directed teaching, workshop, case study activity and tutorials

Assessments are varied and include essays, reports, presentations and case studies. Many of these will be related to the student's own workplace, encouraging the application of theory to practice. Seminars, group discussions and online learning will also feature heavily in the teaching and assessment of this programme.

Birmingham-based centre staff will deliver the teaching blocks. In addition, a Programme Manager from the Postgraduate Centre will provide pastoral support throughout the programme. Students are encouraged to communicate regularly with the college staff by

• e-mail,
• fax, and
• telephone.

Help and advice will be provided to students using these means of communications. Students are also recommended to send all their written assignments to the Postgraduate Centre for checking before handing in the final version for marking.

CAPS will act as a local administrative point and provide the following support:

• handling application and enrolment;
• ssuing of learning materials;
• providing a detailed Student Handbook;
• monitoring of student progress;
• providing fax and postal services for connecting students with appropriate Postgraduate Centre staff; alternatively students may choose to communicate with the Postgraduate Centre staff by email or phone on their own;
• collecting assignments, which will then be sent to the UK for marking;
• providing a venue for the block teaching in Hong Kong;
• providing a venue for local support group meetings so that students will not be alone in study;
• acting as a local contact point for queries and problem solving backup;

It is essential for students to read all study pack contents and allow sufficient study time before the teaching block of each module.

Attendance Requirements

Each module entails a teaching block of 7 days. The lectures of each teaching block will be conducted by the same lecturers from the Postgraduate Centre who deliver the programme in U.K. It will be timetabled well in advance.

Attendance at scheduled lectures is a normal expectation, and it is to students' advantage to do so. In addition to successfully completing the course requirements for each module, students are required to have attended at least 80% of the lectures in each module.

Programme Content

The programme is constructed on a flexible, modular basis. It is designed to provide clear links for progression between awards, allowing students to build towards a Master of Arts qualification through the acquisition of credits over time, or to complete their studies with an award which recognizes achievement at an appropriate level.

The course adopts an international focus, with specific local (Asia-Pacific Rimland) case studies used wherever possible, in both learning and assessment activities.

Graduation Requirements

Successful completion of the full programmes leads to the award of MA Professional Hospitality and Tourism Management by the University of Birmingham. You will be able to use the title MA after your name.

The UCB holds its annual Awards Congregation in Birmingham at the prestigious International Convention Centre. The UCB may also arrange an alternative graduation ceremony in Hong Kong.

Entry Requirements

The UCB is experienced in providing programmes for students from many countries and therefore recognises a wide range of qualifications and/or experience. The following qualifications are the norm for entry:

A good Honours degree of an approved university or its equivalent, OR other qualifications judged satisfactory for this purpose and a minimum of five years' relevant professional experience.

An English language qualification such as

• TOEFL score of at least 550,
• IELTS score of at least 6.0 and
• GCE/GCSE 'O' Level
• HKCEE Grade C

An exemption to the above English language proficiency will be for those applicants who have completed a first degree taught in English

If you are a business professional without the normal qualifications shown above, but with a good track record and experience in a related industry, your application will be confidentially considered on an individual basis.

If you currently work in an industry which is unrelated to hospitality, it may be possible to join this programme, or one of the UCB's other Professional Development Programmes or Postgraduate awards. The programme team would be pleased to give your confidential and sympathetic advice.

Schedule

Fees

The total MA tuition fee is HK$78,000.00 for consecutive completion of the full programme.

The tuition fee for entry in 2009 is subject to further notice. Students who have deferred in one or more than one session(s) will be subject to any revision(s) in tuition fees applicable to the extended session(s) of study.

The payment arrangement is as follows:

Each instalment covers the

• tuition fees,
• programme notes,
• study guides,
• assignment marking and feedback,
• degree certification, and
• official transcript of the module to be taken within 3 months.

Fees paid are not transferable. Fees paid will not be refunded unless there is a premature cessation of the programme (a very unlikely case to occur) in which case refund will be made within one month after the commencement of the session.

Application Procedure

For all applicants, the duly completed application form must be submitted in person, to be accompanied by:

• originals and copies of educational qualifications and/or professional qualifications;
• originals and copies of evidence of length of service in employment deemed helpful to the application;
• copy of Hong Kong Identity Card or passport;
• three recent photographs; and
• an application fee of HK$200 in the form of a cheque payable to "Caritas-Hong Kong".

Closing Dates for Applications

Applications must reach CAPS before commencement of a module, i.e.:

• To start with a Aug-Nov module: to reach CAPS before July 15
• To start with a Dec-Mar module: to reach CAPS before November 15
• To start with a Apr-Jul module: to reach CAPS before March 15

Pre-reading materials will immediately be sent by CAPS to an accepted applicant who has paid the first instalment of tuition fee. Applicants are advised to submit their applications as early as possible to allow more time for pre-reading and preparing themselves for the first module.

Contact Information

Hong Kong
	Programme Officer Master of Arts Professional Hospitality and Tourism Management
	Centre for Advanced & Professional Studies (CAPS) Caritas Francis Hsu College 11 Caine Road Central Hong Kong
	2508 9122
	2524 0659
	caps@cfhc.caritas.edu.hk
United Kingdom
	The Postgraduate Centre University College Birmingham Summer Row, Birmingham B3 1JB United Kingdom
	+44 121 693 5959 or +44 121 2430083
	+44 121 608 7100 or +44 121 200 1376
	marketing@ucb.ac.uk

Local Registration

The Master of Arts Professional Hospitality and Tourism Management has ben registered with the Education Bureau in accordance with the Non-local Higher and Professional Education (Regulation) Ordinance (CAP. 493). The Course Registration Number is 251799.