Advanced Certificate of Hotel and Event Management

Unit 1 – Introduction to Hotel Management

• Introduction to hotel management
• Global hospitality industry
• Hospitality industry trends
• Digital transformation and smart hotels
• Sustainability and eco-friendly hospitality
• Experienced-based travel
• Hybrid hospitality
• All-inclusive resorts
• Hotel organisation structures
• Key hotel departments
• The General Manager
• Roles and responsibilities
• Types of hotels
• Hotel start ratings
• Hospitality industry challenges

Unit 2 – Front Office Operations

• Introduction to front office operations
• Managing reservations
• Managing check-in/out
• Understanding guest expectations
• Building long term guest relationships
• Customer service strategies
• Handling complaints
• Managing special requests
• Coordination with housekeeping

Unit 3 – Housekeeping and Maintenance Management

• Introduction to housekeeping and maintenance
• Maintaining cleanliness and hygiene standards
• Housekeeping team management
• Quality control and compliance
• Preventive maintenance
• Asset management
• Best practices for preventive maintenance
• Sustainability in housekeeping

Unit 4 – Food and Beverage Management

• Introduction to Food and Beverage Management
• Food and beverage service models
• Food, safety and hygiene
• HACCP Standards
• Sanitation and cross-contamination
• Compliance with health regulations
• Kitchen inventory management
• Managing bars and beverage service
• Workflow efficiency
• Equipment maintenance
• Menu planning
• Menu cost control strategies
• Event and catering management

Unit 5 – Financial Management

• Introduction to financial management
• Budgeting and financial planning
• Types of budgets
• Financial planning for long-term success
• Revenue management and pricing strategies
• Financial forecasting and analysis
• Understanding financial statements and reports
• Income statements
• Balance sheet
• Cash flow statement
• Operational budgeting
• Capital budgeting
• Cash flow budgeting
• Cost control and profit optimisation

Unit 6 – Human Resource Management

• Introduction to Human Resource Management
• Identifying staffing needs
• Effective recruitment strategies
• Selecting the right candidates
• Conducting effective interviews
• Behavioural interview questions
• Situational interview questions
• Skill-based assessments
• Unconscious bias
• Active listening
• Training and development
• Employee engagement
• Performance management
• Workplace culture and leadership
• Legal and ethical considerations

Unit 7 – Marketing and Sales

• Introduction to marketing and sales
• Branding and positioning
• Digital marketing
• Search engine optimisation (SEO)
• Social media marketing
• Developing a social media marketing strategy
• Content creation and curation
• Email marketing and personalisation
• Paid advertising
• Managing online reviews
• Sales strategies
• Corporate partnerships
• Useful tools for social media

Unit 8 – Enhancing the Customer Experience

• Enhancing the customer experience
• The psychology of guest satisfaction
• Guest-centric hotel design
• Personalisation strategies
• Handling complaints
• Conflict resolution
• Service-recovery model
• Turning negative reviews into positive reviews
• Loyalty programs
• Repeat business strategies
• Technology and innovation in customer experience
• VIP and luxury guest services

Unit 9 – Event and Conference Management

• Introduction to event and conference management
• Hotel event planning
• Understanding client needs
• Venue selection and setup
• Budgeting and cost management
• Event logistics and operations
• Coordinating with vendors and service providers
• Event timelines and scheduling
• Pre-event communication
• Staying aligned with customer needs
• Vendor and staff coordination
• Risk management framework
• Setup and preparation
• Attendee arrival
• Structured events
• Free-flowing events
• Closing and teardown
• The attendee experience
• The attendee journey
• Gathering feedback

Unit 10 – Leadership and Strategic Management

• Introduction to Leadership and Strategic Management
• Decision-making in hotel management
• Critical thinking and data-driven decision making
• Problem-solving strategies
• Problem-solving frameworks
• Crisis management
• Leadership mindset
• Strategies for developing a leadership mindset
• Emotional intelligence
• Self-awareness
• Strategic thinking and vision
• Effective communication
• Adaptability and crisis management
• Employee development and motivation
• Leading by example

Unit 1: Introduction to Event Management

• Introduction to event management
• Economic impact and industry growth
• Types of events
• Key players and stakeholders
• Trends and challenges
• Corporate events
  • Popular corporate events
• Social events
• Cultural events
• Festivals
• Key roles and responsibilities of an event manager
• Personal attributes and skills
• Trends and opportunities

Unit 2: Event Planning and Strategy

• Event planning and strategy
• Setting objectives and defining event goals
• Risk management
• Developing event concepts and themes
• Creating memorable event experiences
• Examples of successful event themes
• Creating a comprehensive event plan
• Budgeting
• Financial management
• Evaluating event success

Unit 3: Venue Selection and Management

• Selecting the right venue
  • Purpose and requirements of event
  • Location and accessibility
  • Venue capacity and layout
  • Amenities and services
  • Ambience and suitability
  • Logistics
• How to find a venue for an event
• Venue contracts and negotiations
• Tips for negotiating
• Negotiating hotel contracts
• Site inspections and logistics
• Conducting effective site inspections
• Planning logistics
• Technology in event management
• Managing venue operations
• Delivering exceptional service
  • Training staff
  • Solving problems
• Venue operations
• Evaluating event performance
• Creating a report
• Managing customer feedback and complaints
• Measuring service excellence

Unit 4: Event Marketing and Promotion

• Marketing and promotion
• Developing a marketing strategy
• Selecting marketing channels
  • Social media
  • Email and content marketing
  • Influencer partnerships
  • Paid advertising
• Engaging your audience
• Social media and digital marketing
• Crafting a social media strategy
• Digital marketing
• Traditional marketing techniques
  • Print media
  • Broadcast media
  • Outdoor advertising
  • Public relations
  • Community engagement
  • Experiential marketing
  • Word-of-mouth marketing
• Creating effective marketing materials
• Building a strong visual identity
• Creating effective marketing materials
• Maximising engagement

Unit 5: Sponsorship and Partnerships

• Sponsorships and partnerships
• Understanding their value
• Difference between sponsors and partners
• Identifying potential sponsors and partners
• Successful and unsuccessful sponsorship examples
• How to ask for sponsorship money for an event
• Approaching potential sponsors and partners
• List of potential sponsors and partners
• Creating sponsorship proposals
• Managing sponsorship relationships
• Measuring sponsorship ROI
  • Metrics
  • Tools

Unit 6: Event Logistics and Operations

• Event logistics and operations
• Event timelines and scheduling
• Steps to create a timeline
• How to create a realistic event planning timeline
• Pre-event communication with stakeholders
• Staying aligned
• Vendor and staff coordination
• Risk management framework
• Risk management for meetings and events
• Event day scheduling and adaptability
  • Setup and preparation
  • Attendee arrival and event commencement
  • Main event flow
    • Structured events
    • Free flowing events
    • Interactive events
    • Hybrid events
  • Breaks and networking
  • Closing and teardown
• The attendee experience
• The attendee journey
• Gathering feedback

Unit 7: Risk Management and Legal Compliance

• Risk management and legal compliance
• Event permits
• Liquor licenses
• Liquor license compliance
• Responsible service of alcohol (RSA)
• License conditions
• Food vendor permits and health regulations
• Noise permits and curfews
• Contracts and agreements
• What to look for in contracts
• Workplace health and safety (WHS)
• WHS legislation
• Model WHS Act
• Risk assessments and hazard management
• Common risks in events
• Risk management plan
• How to use a risk matrix
• Applying a risk matrix
• Legal considerations
  • Public liability insurance
  • Professional indemnity insurance
  • Privacy and data protection
  • Music licensing and copyright
  • Waste management and the environment

Unit 8: Event Design and Production

• Event design and production
• Why event layout matters
• Zoning and organising spaces
• Traffic flow and overcrowding
• Visibility and sight lines
• Designing an effective layout
• The role of AV and lighting in events
  • Choosing AV and lighting setups
  • Lighting types and their purpose
  • Functional vs creative lighting
  • How lighting affects mood and perception
  • Lighting at events: ideas and techniques
  • Audiovisual equipment and how it’s used
  • Choosing the right equipment
• Venue size and layout
• How layouts impact decisions
• Set and stage design
  • Simplicity and impact in set design
• Making stage and set design work in practice
• Balancing aesthetics and functionality
• Event logistics
• The creative and experiential side of event design
  • Theme and atmosphere
    • Common themes and applications
  • Branding and identity in event design
  • Colour psychology and mood setting
  • Sensory design