Master in Tourism Management1 1 Syllabus Mumbai University by munotes
Page 2
Date: 12/5/2017 Signature:
Dr. Anil Karnik, I/C. Director, Garware Institute of Career Education & Development
Sr. No. Heading Particulars
1 Title of the
Course Master in Tourism Management
2 Eligibility for Admission 1. Graduate in any faculty.
2. Students who have completed Post Graduate Diploma
in Travel and Tourism 1 year or more full time from
any UGC approved university may be admitted to 3rd
semester of Master’s program. (Students from 2012
batch onwards will only be eligible )
3. Admissions on the basis of Written Test & Interview.
3 Passing
Marks 50% PASSING MARKS
4 Ordinances /
Regulations ( if any)
5 No. of Years / Semesters 2 YEARS / 4 SEMESTERS
6 Level GRADUATE
7 Pattern
SEMESTER
8 Status NEW
9 To be implemented from
Academic Year From Academic Year 2017 -18 AC 12/5/2017
Item No.
UNIVERSITY OF MUMBAI
Syllabus for Approval
Page 3
UNIVERSITY OF MUMBAI’S
GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT
Master in Tourism Management
Proposed syllabus
Credit Based Semester and Grading System with
effect from the Academic Year
(w.e.f. Academic Y ear 2017 -18)
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UNIVERSITY OF MUMBAI
GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT
Ordinances, Regulations and Syllabus Relating to
Master in Tourism Management
(TWO YEAR FULL -TIME COURSE)
Preamble:
Tourism is a fast growing industry with large potential of growth and employment
opportunities. India has great assets for tourism development. Training of human
resources has become a need and priority of present times. The Central and State
governments have formed policies and States have given Status of "Industry" to tourism.
There is a good employment potential for young professionals in this field. This course is
designed very comprehensively to increase and develop proficiency of persons who want
to make their career in this field. GICED has conducted Tourism Training since 1985.
Trained persons have occupied jobs at various levels.
This c ourse is particularly designed to train managers in tourism industry. Apart from
Knowledge, Skills this Programme also grooms persons to develop proper Attitude to
increase their work efficiency in this service industry. Teaching and assessment
methodolog ies are modern and suitable for actual learning.
Students who are able to successfully complete 1st & 2nd semesters of the program could
obtain a Diploma as an exit point. Diploma in Tourism and Travel Industry Management
one year.
As tourism is a globa l industry this program covers some international exercises to expose
students to global and international operations. Some joint projects are planned with
foreign university students to enhance global understanding of different work cultures and
understan d the needs of international travelers.
Objective:
This Masters program trains students to work in tourism industry,
At managerial levels in various sections of the industry such as transport,
accommodation, information or intermediary services.
The tr ained persons can become entrepreneurs by starting their own business.
With experience of joint international exercise these students gain proficiency to
operate as international level managers/operators.
Thus this program trains the students to function as a manager/operator or
entrepreneur, however students completing only upto exit point will get diploma to
get jobs at entry level.
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Syllabus Details:
Master In Tourism Management – Duration Two Years
Subject
Code Core Subject Assessment Pattern Teaching Hours SEMESTER - 01 Topics Internal
Marks
60 Externa
l Marks
40 Total
Marks
100 Theory
Hours Practical
Hours Total
Hours Total
Credits
1.1 Tourism Overview 60 40 100 60 - 60 4
1.2 Indian Heritage 60 40 100 60 - 60 4
1.3 Indian Tourist
Attractions 60 40 100 60 - 60 4
1.4 International
Tourism 60 40 100 60 - 60 4
1.5 Documentation &
Operations 60 40 100 60 - 60 4
1.6 Principles of
Management 60 40 100 60 - 60 4
1.7 Communication
Skills for customer
services 60 40 100 60 - 60 4
1.8 ICT (Advance Excel
Certification & visit
reports etc.) 60 40 100 60 - 60 4
Total 800 480 - 32
SEMESTER - 02 2.9 Fares & Ticketing 60 40 100 60 - 60 4
2.10 Tourism Planning 60 40 100 60 - 60 4
2.11 CRS & GDS 100 - 100 60 - 60 4
2.12 Financial
Management 60 40 100 60 - 60 4
2.13 Sales Management 60 40 100 60 - 60 4
2.14 Human Resources
Management 60 40 100 60 - 60 4
2.15 Project I - 100 - 60 60 4
2.16 Industrial Training I 400 - 400 60 - 60 8
Total 1100 420 60 36
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Master In Tourism Management – Duration Two Years
Subject
Code Core Subject Assessment Pattern Teaching Hours SEMESTER - 03 Topics Internal
Marks
60 External
Marks
40 Total
Marks
100 Theory
Hours Practical
Hours Total
Hours Total
Credits
3.17 Elective Cases 100 - 100 60 - 60 4
3.18 Tourism Operations 60 40 100 90 - 60 6
3.19 GDS Advanced with
certification 100 - 100 90 - 90 6
3.20 Fares & Ticketing II 60 40 100 60 - 60 4
3.21 Responsible
Tourism and
Destination
Management 60 40 100 60 - 60 4
3.22 Marketing Tourism 60 40 100 60 - 60 4
3.23 Business
Communication and
E-commerce 60 40 100 60 - 60 4
3.24 Corporate Law 60 40 400 60 - 60 4
Total 800 540 - 36
SEMESTER - 04 4.25 International
Marketing 60 40 100 30 - 30 2
4.26 Entrepreneurship
Management 60 40 100 30 - 30 2
4.27 Project II with field
work - 100 - 30 30 8
4.28 Research
Methodology 60 40 100 60 - 60 4
4.29 Critical Analysis &
Case studies with
field work 100 - 100 60 - 60 4
4.30 Industrial Training
II 400 - 400 60 - 60 12
Total 900 240 30 32
FINAL TOTAL 3600 1680 90 136
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SEMESTER -01
PAPER
NO. SUBJECT Total
Hours SESSION
OF 3
Hrs.
Each
1.1 TOURISM OVERVIEW
Unit 1
Map Work – Indian, International, Political and Physical
Origin, Growth & Development of Tourism
Unit 2
Socio Economic Significance
Unit 3
Development of a Resort
Unit 4
Forms & Types of Tourism
Tourism Organizations
(a) DOT (b) ITDC (c) State Tourism Corporations & MTDC
(d) IAAI & NAA (e) Associations
Unit 5
Country Profile
Hotels & Accommodations.
Unit 6
Travel Agents & Tour Operators
Development of Routes.
Transport Services.
References:
1. Bhatia A.K.: International Tourism Management, New
Delhi, Sterling Publishers
2. Roday, S., Biwal, A., & Joshi, V. (2012). Tourism
Operations and Management . New Delhi: Oxford
University Press.
3. Chaudhary, M. (2012). Tourism marketing. New Delhi:
Oxford University Press.
4. Swain, S. K., & Mishra, J. M. (2012). Tourism Principles
and practices. New Delhi: Oxford university press.
5. Bhatia, A. K. (2011). The Business of Tourism: Concepts
and Strategies. New Delhi: Sterling publishe rs private
limited.
6. Raheja, B. L. (2006). Tourism and Hospitality Services.
New Delhi: Arise Publishers & Distributors .
7. Dhar, P. N. (2006). Development Tourism and Travel
Industry: an indian perspective. New Delhi: Kanishka
Publishers.
9
9
9
15
9
9
3
3
3
5
3
3
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1.2 INDIAN HERITAGE
Unit 1
Brief Account of Indian History
Unit 2
Contribution of different periods to Indian life.
Unit 3
Indian Culture – Introduction.
a) Architecture b) Dance c) Music d) Fairs & Festival e)
Cuisine f) Handicrafts
g) Iconography & Sculpture h) Paintings & Literature.
Unit 4
Present day facts about India and information about : -
a) Archaeological sites b) Museums & Art Galleries c) Caves
& Forts d) Festival Centers
References:
Seth Sujan: Ancient and Early Medieval History of India
Delhi, Government Publications Division
Deva Krishna: Temples of India Vol.1 and 2
Delhi, Aryan Books International
Maity S.K.: Masterpieces of Pallav Art
Mumbai, D.B. Taraporevala Sons
Gupta R.S.: Iconography of the Hindus, Buddhist and Jains
Mumbai, D.B. Taraporevala Sons
9
12
18
21
3
4
6
7
1.3 INDIAN TOURIST ATTRACTIONS
Unit 1
Map Work & Circuits
Unit 2
Zone wise information about PTI.
Unit 3
Indian Wild Life.
Unit 4
Major Tourist Circuits
References:
Insight Guides India
Lonely Planet India
www.incredible india.org
www.touism.gov.in
www.incredibleindia.org
www.tourism.gov.in
www.tripadvisor.in
websites of state tourism promotion boards
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15
15
15
5
5
5
5
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1.4
INTERNATIONAL TOURISM
Unit 1
a. World as a tourism product In -depth study of countries
with cities important for tourism for Indian market of all
continents except Antarctica Asia - Middle East, East, Far
East. Indian subcontinent, overview of Central Africa -
National park destination of East, South Africa, Islands of
MRU & SZE, Archaeological sites of Egypt, Australia -
Australia & New Zealand
Europe - West Europe, East, Scandinavia, Mediterranean
South America - overview of countries with sites to visit
Unit 2
b. popular itineraries of important circuits
References:
Insight Guides
Great Britain, APA Production
Lonely Planet
Australia, Lonely Planet Publications
Fodors Guide
New York, Fodors Travel Publications
www.tri padvisor.com
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30
15
15
1.5
DOCUMENTATION & OPERATIONS
Unit 1
a. Passport - types, documents required for various
categories, making of a passport
Unit 2
b. VISAS - types, documentation, applying for a VISA
Unit 3
c. Travel Insurance, Medical/ Health formalities etc .
Unit 4
d. Transportation - modes and reservations
Unit 5
e. Accommodation - types and reservations
Unit 6
f. Travel vouchers
Unit 7
g. Airport formalities
Unit 8
h. Local tourism services
References:
1. Roday, S., Biwal, A., & Joshi, V. (2012). Tourism
Operations and Management . New Delhi: Oxford
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9
6
6
6
6
6
6
5
3
2
2
2
2
2
2
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University Press.
2. Chaudhary, M. (2012). Tourism marketing. New Delhi:
Oxford University Press.
3. Swain, S. K., & Mishra, J. M. (2012). Tourism Principles
and prac tices. New Delhi: Oxford university press.
4. Chauhan, R. (2009). Tour Operation Management.
Delhi: Vista international publishing house .
Hotel & Restaurant Guide
www.passportindia.gov.in
india.travisa.com
indiatourism.net
www.who.int/ith/
T.I.M. Manual
1.6 PRINCIPLES OF MANAGEMENT
Unit 1
Definition , Concept & Importance of Mgt, Mgt. as Science
Mgt. as profession
Unit 2
Principles of mgt, Applying mgt. theories in practice,
Maslow theory
Motivation, MBO, Leadership, Successful leadership VS
effective Leadership
Decision making & problem Solving, Developing & managing
Managers
Unit 3
Managers must manage…, New task but no New man,
Change Agents
Unit 4
Concept of Line & Staff structure, Matrix orgn, Mackinsy 7 -S
framework
Unit 5
Responsibilities of Management. Social & Ethical Issues,
Its social Impact
Unit 6
Projects :
1. case study of diff. orgn in a sector, new trends n emerging
set up ( SWOT )
2. Globalization has challenged Indian Tour Operator /
Manager
3. Success of Mergers & Acquition in Aviation & Travel
Industry
4. Role of non commercial establishments in Tour ism
Economy
6
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6
6
6
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2
4
2
2
2
8
Page 11
References:
1. Drucker, P. F. (2007). Management: Tasks
Responsibilities Practices. New Delhi: Allied Publishers
Pvt. Ltd .
L M Prasad ( Sultan Chand & Sons)
1.7 COMMUNICATION SKILLS FOR CUSTOMER SERVICES
Unit 1
Over view of Oral and Written Communication
Unit 2
Customer Service Exercises
Unit 3
Language with Test Self Practice
Unit 4
Business Grooming and Presentation
Unit 5
Role Playing for Customer Handling
References:
1. Kandampully, J., Mok, C., & Sparks, B. (2012). Service
Quality Management in Hospitality, Tourism, and
Leisure. New York: Routledge.
2. Singh, L. K. (2008). Management of Travel Agency.
Delhi: ISHA Books.
Das & Rao: Communication Skills
Note – Communication skills for customers services with
aptise
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12
12
12
12
4
4
4
4
4
1.8 ICT (Advanced Excel Certification and 6 field visit)
Unit 1
1. Govt. tourist offices
2. Mumbai Darshan Part -I
3. Mumbai Darshan part –II
4. Elephanta Caves
5. Nehru Centre and Worli Fort etc.
6. One day excursion
Unit 2
Topics Covered
1) Getting Acquainted with EXCEL
a. The Excel Environment
b. The tool bars
c. The menu bar
d. Formula bar
2) Creating Basic Workbooks
a. Working with workbooks
b. Working with Excel File formats
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c. Selecting cells
d. Cell entries
3) Using Ranges
a. Selecting Ranges
b. Ranged data Entry
c. Using Auto fills
4) Creating and using Formulas
a. Ranged Formula Syntax
b. Simple Formula Syntax
c. Writing Formulas
d. Inserting Functions
e. Editing a Range
5) Copying and Pasting Formulas
a. Relative Referencing and Absolute
Referencing
b. Auto filling Cells
6) Columns and Rows
a. Working with Rows and Columns
7) Formatting Worksheets
a. Formatting cells
b. Clearing and copying all formats
8) Worksheet Tools
a. Moving between Worksheets
b. Renaming Worksheets
c. Copying or Moving Worksheets
9) Setting Worksheet Layout
a. Using Page Break Preview
b. Using the Page Layout
c. Page Setup
10) Printing Worksheets
11) Working with Ranges
a. Naming Ranges
b. Using Ranges
c. Managing Ranges
12) Conditional Formatting and Cell Styles
a. Conditional Formatting
b. Finding cells with conditional formatting
13) Auditing Worksheet
a. Tracing Precedents and Dependant Cells
b. Tracing Errors
c. Cell Validation
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14) Consolidating Worksheets
a. Consolidating Data
15) Editing and Formatting Charts
16) Pivot Tables
a. Creating Pivot Tables and Pivot Charts
b. Manipulating Piv ot Tables
c. Sorting and Filtering Pivot Table Data
17) Tables
a. Creating A Table
b. Adding and Editing Elements
c. Inserting Records and fields
d. Deleting Records and fields
18) Sorting Data
19) Filtering Data
a. Using Auto filters
b. Applying Custom Filters
c. Creating Advanced Filters
d. Applying Multiple Criteria
e. Using Database functions
20) Using what if analysis
a. Using Data tables
b. Using Scenario Manager
c. Goal Seek
21) Table related Functions
a. The Hookup and Vlookup functions
b. The IF, And and OR Functions
22) Security Functions
a. Unlocking Cells
b. Worksheet Protection
c. Workbook Protection
d. Security functions
23) Working with Macros
a. Recording Macros
b. Running and deleting Recorded macros
Page 14
SEMESTER -02
PAPER
NO. SUBJECT Total
Hours SESSION
OF 3
Hrs.
Each
2.9 FARES & TICKETING
Unit 1
Familiarization with Time Tables and websites etc.
Unit 2
Ticketing.
Unit 3
Introduction to fares.
References:
OAG Guides, Passenger Air Tariff
IATA books
21
18
21
7
6
7
2.10
TOURISM PLANNING
Unit 1
a. Nature of planning & its importance
b. Relation between planning & management, strategic
planning
Unit 2
c. Demand & supply pattern in tourism
d. Steps & phases of planning with economic feasibility
Unit 3
e. Planning & policies in leisure, recreation tourism
f. Role of State & private sectors
Unit 4
g. Tourism products, their life cycles
h. Product development - resort or destination or circuit
with feasibility report
Unit 5
i. Importance of tourist information outlets and their
development
References:
Social aspects & P.R.
Bhatia A.K.: Tourism Development
New Delhi, Sterling Publishers
Taneja Ranjit: Tourism Planning
Alfa Publications
Kamra Krishna K.: Managing Tourist Destination
Kanishka Publications
Hariyyappa ( Robert Stinerock )
12
12
12
12
12
4
4
4
4
4
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2.11 CRS & GDS
Unit 1
Introduction to GDS system
Unit 2
Reservation through computers for various tourism
services such as travel, accommodation, and other
intermediaries.
30
30
10
10
2.12 FINANCIAL MANAGEMENT
Unit 1
Objectives & Overviews
Sources of Finance
Operations.
Unit 2
Cost Benefit Analysis.
Cash Flow Management.
Unit 3
Pricing & Profit
Return on Investment & other ratios.
Unit 4
Basics of Accounts.
Unit 5
Tax structures
GST regulation
References:
Khan and Jain: Financial Management
New Delhi, Tata McGraw -Hill
Pandey I.M.: Financial Management
New Delhi, Vikas Publishing House
Sinha Pradeep Kumar: Financial Manag ement
New Delhi, Excel Books
Ref Book : Balance Sheet : - a book written by Mr. Lamba
To understand finance , Investments and fund Mgt
12
12
12
12
12
4
4
4
4
4
2.13 Sales Management
Unit 1
a. The principle of selling & salesmanship
b. Client profiling and market research
Unit 2
c. Methods of selling
d. Making ongoing sales, building customer relationships.
generating & following up sales leads
e. Setting & monitoring sales targets, deciding target areas
f. Sales forecasting, tec hniques of sales forecasting,
planning in connection with product life cycle
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4
6
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Unit 3
g. Channels of distribution
h. Media & their importance, sales promotion, public
relation
i. Sales letters & literature, direct selling, internet as sales
tool; web design & social media selling
Unit 4
j. Sales projection, data collection, statistics, records &
graphs
References :
1. Ghuman, K., Aswathappa, K. (2012). Management
Concept, Practice and Cases. New Delhi: Tata
McGraw Hill.
2. Chaudhary, M. (2012). Tourism marketing. New
Delhi: Oxford University Press.
C B Mamoria,
Kotler (Published by Prentice -Hall, Inc. (1984) )
Rajan Saxena ( Tata McGraw -Hill Education, 2005 Tata
McGraw -Hill Education, 2005 ) 18
12
6
4
2.14 Human Resources Management
Unit 1
Strategic Role of HRM & HRD , Effective use of HRM to
increase productivity
Recruitment VS Selection -- Employee Testing & Interview
Placement, Induction, Promotion, Transfers, Performance
Appraisal,
Job Evaluation, Employee engagement & talent
management
Competency approach to Job analysis, Pay for
performance, Its pros & cons
Employee training, OJT, Group dynamics & Group
behavior
Executive development, Career planning & mgt
Collective bargaining, Trade unions, Industrial relations &
Conflicts
E- HRM, HRIS, International HRM
Unit 2
Projects :
1. Study of the conflict in handling ethical issues in service
industry
2. How training & development supports the growth of a
organization
3. Suggest new techniq ues & methods to reduce attrition
rate in service industry
30
30
10
10
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4. Role of IITTM in developing Sustainable Human
Resource in Travel industry
Ref Books :
1. Ghuman, K., Aswathappa, K. (2012). Management
Concept, Practice and Cases. New Delhi: Tata
McGraw Hill.
2. Sharma, M. (2014). Attitudes to Careers in Tourism.
New Delhi: Random Publications.
3. Arora, R. K. (2007). Tourism Planning and Human
Resource Development . New Delhi: Mohit
Publications
4. Gupta, S., & Bansal, S. P. (2001). Tourism Towards
21st century. New De lhi: Deep & Deep
PublicationsPvt. Ltd.
C B Memoria
2.15 Project I ( Black book )
Unit 1
It is a composite application of knowledge. All the subjects
learned so far in earlier semesters can be applied to make
the project more practical while developing a tourist place
or any resort/destination or making an itinerary.
Students are expected to write one assignment on the
process on working on the project, followed by a viva
before submitting a black book. 20
SESSION
3 HRS
EACH
2.16 Industrial Training I
Unit 1
Training makes a very important contribution to the
development of Human Resources. To achieve its purpose,
training needs to be effectively managed so that the right
training is received at right time and in right form.
Training is different from college or an Institute education.
Education is person oriented while Training is Job
oriented. The term TRAINING indicates the process
involved in improving the aptitudes, skills and abilities of
the employee s to perform his/her future job.
Development is concerned with the growth of employees,
generally working in the managerial ladder.
It refers to a systematic process in which managerial
personnel learn new concepts evolved from time to time
to manage thei r work effectively and efficiently.
As Training is an organized activity for increasing the
knowledge and skills of the people for a definite purpose,
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it has got to be understood in the context of HRD. The
performance, experience of learning has to be pe nned
down for the evaluation in certain form.
1. Scope & Purpose
2. Goals & Objectives
a) Outcomes
b) Conditions
c) Standards
3. Knowledge
4. Application & Analysis
5. Evaluation
6. Attitude
Training should not be a hollow experience but should be
able to bring out a change in a personality for a good.
Practical training for at least 10 weeks of intensive
training in tourism industry to correlate theoretical
knowledge with practical work. Students should be
given a detailed briefing on objectives of training with
specific instru ctions on code of conduct while on
training. Students should prepare their bio -data and
should be advised to go on training placements as
planned by faculty in charge. Students should submit
report 1 – joining report marks 100,
report 2 - task handling ma rks 100,
report 3 - final report in formal presentation in file
format marks 100 ,
report 4 - industry feedback with viva marks 100
Practical training for at least 10 weeks of intensive
training in tourism industry to correlate theoretical
knowledge with practical work. Students should be
given a detailed briefing on objectives of training with
specific instructions on code of conduct while on
training. Students should prepare their bio -data and
should be advised to go on training placements as
planned by faculty in charge. Students should submit
report 1 – joining report marks 100,
report 2 - task handling marks 100,
report 3 - final report in formal presentation in file
format marks 100 ,
report 4 - industry feedback with viva marks 100
Page 19
SEMESTER - 03
PAPER
NO. SUBJECT Total
Hours SESSION
OF 3
Hrs.
Each
3.17 ELECTIVE CASES
Unit 1
ANY 2 TOPICS
MICE
Unit 2
Travel writing - blog writing, article writing
Eco and Adventure tourism
Unit 3
Culinary Travel experience
Unit 4
Film Tourism
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15
15
15
5
5
5
5
3.18 TOURISM OPERATIONS
Unit 1
Frontier Formalities.
Unit 2
Tour Planning.
Unit 3
Tour Costing.
Unit 4
Exercise in Domestic Tour Planning
Unit 5
Exercise in International Tour Planning.
MICE & Other Trends - Overview
References:
Brochures of Travel Agencies
www.booking.com
www.airbnb.com
www.tripadvisor.com
www.skyscanner.com
www.eurail.com
www.tirun.com
15
15
15
21
24
5
5
5
7
8
3.19 GDS Advanced with certification
CRS – ADVANCED, AND OR ELECTIVE PROJECTS, AND
INFORMATION TECHNOLOGY
Unit 1
Introduction to Tourism Network
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Unit 2
E-Commerce
E-Payment and Security
Unit 3
Joint exercise with international students
Unit 4
INFORMATION TECHNOLOGY
Information Centers and Outlets.
Website, TV Shows and Print Material for tourism
promotions
Making of Placement CD with C.V’s of Semester III and
Profile of Semester I
References:
Lal: Business Communication
Mumbai, Himalaya Publications
Rajaraman V:Fundamentals of Computers, New Delhi,
Prentice Hall
21
21
30
7
7
10
3.20 FARES & TICKETING - II
Unit 1
Advanced fare calculations.
PTA, MCOs, etc.
Credit Cards.
Unit 2
Conjunction Tickets.
References:
Passenger Air Travel
IATA books
30
30
10
10
3.21 Responsible Tourism and Destination Management
Unit 1 New development strategy
Unit 2 Product innovation
Unit 3 Latest trend in domestic and international Tourism
products - Global overview
Unit 4 New trends and types in travel.
1. Impact Analysis
2. Controlled influx
3. Sensitivity regarding Host and Guest relations
4. Tourist Orientation
Note: Students will write a project report on in recently
develop destination/newly emerge product giving details of
new destination/circuits.
References:
1. Sarkar, A. K. (2010). Action plan and priorities in
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5
3
5
7
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Tourism Development. New Delhi: Kanishka
Publishers.
Pearce, D. (1989). Tourist Development. New York: Longman
Scientific
Drucker, P. F. (2007). Management: Tasks Responsibilities
Practices. New Delhi: Allied Publishers Pvt. Ltd & technical.
Hariyyappa ( Robert Stinerock )
Dr. Jaya Bhasin - Kanishka Publishers Distributors
3.22 4. Marketing Tourism
Unit 1
Introduction, What is marketing, Core principles of
marketing,
Managing marketing Mix, New product planning &
Development, Pricing, Place
Tourism market segmentation, Formulation of Marketing
strategy
Implementing the Marketing plan , Customer relationship
management
Unit 2
Tourism marketing research : 1.Qualitative 2: Quantitative
Unit 3
Projects :
Case study ….In Tourism Industry deman ds Forecasting
helps to provide quality customer service and improve the
capacity of suppliers.
1. India ---- The Land of all seasons for All Reasons
2. Case study…..Multiplier Effects of Tourism Development
(not to be printed. E.g. Ginger Hotels of Taj )
3. Bamboo Groove…..A model of community based Tourism
in Kerala ( new product development )
References:
1. Dasgupta, D. (2011). Tourism Marketing. UP: Dorling
kindersley (India) Pvt. Ltd.
2. Grewal, D., & Levy, M. (2008). Marketing . New Delhi:
Tata McGraw Hill Pu blishing company Limited.
Kotler (Published by Prentice -Hall, Inc. (1984) )
Rajan Saxena ( Tata McGraw -Hill Education, 2005 Tata
McGraw -Hill Education, 2005 )
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3.23 Business Communication and E -commerce
Unit 1
1. Study of website
2. Various modes of online payment system
3. Money transfer system
4. Customer information service
5. Customer interaction through website
6. customer mailing service
7. Internet booking and sales service
Project related exercise model
Unit 2
Module 1: Understanding the business of e -commerce
Importance of e -commerce
Market and customers
Emerging trends
Opportunities and challenges
Unit 3
Module 2: Tools and techniques of e -business
Technology and internet requirements
Role of websites, apps
Web -based market research
Unit 4
Module 3: Digital marketing
Strategy
SEO
Website traffic
Online sales promotion
Unit 5
Module 4: Customer acquisition
Identifying target consumers
Understanding online behavior
Channel planning
User experience
Revenue generation
Unit 6
Module 5: Global trends
Success Stories
Breakthrough Innovation
What’s in store for the future
References: Kotler, (Published by Prentice -Hall, Inc. (1984) )
Rajan Saxena ( Tata McGraw -Hill Education, 2005 Tata
McGraw -Hill Education, 2005 )
Peter Drucker (Harvard Business School Classic)
L M Prasad ( Sultan Chand & Sons)
Dr. Khanka ( S. Chand Publishing)
12
9
9
9
15
6
4
3
3
3
5
2
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Hariyyappa ( Robert Stinerock )
3.24 Corporate Law
Unit 1
1. Corporate Management ………Incorporation, MOU,
MOA , AOA
2. Consumer protection Laws …….Definition of
Consumer & service.. Deficiency in Service. Unfair
Trade Practices, overlapping areas.
Consumer redressal forum for appealing in various
levels that is district forum, state commission and
national commis sion.
3. Inspection, Enquiry & Investigation, Special Courts
4. Directors …. Appointment, Removal, position, Powers,
duties.
5. Company Secretary…..Qualification, Appointment,
duties, as officer in default
6. Company accounts, Powers of the Boards, Contracts,
Arrangements & meetings, Auditors
7. Types of Meetings….procedure, company s resolution
8. E-Governance, E -Filing, Digital Signature, E - Forms,
9. Corporate Governance & Social Responsibility
Unit 2
Projects
Indian Contract Act, Sale of goods Act, Bare Act
Negotiable Instrument Act, Minimum wages Act, Payment of
Bonus Act, Employee Provident Fund, Gratuity - Pension
References: All amendments are according to the new
company s act, 2013
Company law--- by Avatar Singh
1.Smith and Keenan’s, Company Law (2002)
2. Andrew Lidbetter, Company Investigations ad Public Law
(1999)
3. Saleem Sheikh & William Rees, Corporate Governance &
Corporate Control (2002).
4. Avtar Singh, Company Law, 2007 Eastern Book Company,
Lucknow
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30
10
10
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Smith and Keenon’s Company Law.
5. S. K. Verma & Suman Gupta, Corporate Governance and
Corporate Law Reform in India. (2005).
6. Companies Act, 1956S.K. Verma and M. Afzal Wani (Eds.)
Legal Research and Methodology, Indian L aw Institute
(2001) 2nd Edition.
7. Baxi, Upendra, ‘Socio -Legal Research in India – A Program
Schriff, ICSSR, Occasional Monograph, 1975.
8. Cohen, Morris L., ‘Legal Research’, Minnesota, West
Publishing Co. 1985.
9. Ghosh, B.N., ‘Scientific Method and Social Research’, New
Delhi, Sterling Publishers Pvt. Ltd., 1984.
Page 25
SEMESTER - 04
PAPER
NO. SUBJECT Total
Hours SESSION
OF 3
Hrs.
Each
4.25 International Marketing
Unit 1
1. Global Marketing strategy
2. Marketing tools and promotional campaigns
3. Quality management for customers services
4. Students will prepare case study on various marketing
campaigns from different sectors of tourism industry.
Unit 2
Project topics
A. International circuits highlighting promotional
campaign
B. Festivals for tourism promotion
C. Fame tours and areas promotional publication
D. Analysis of international Marketing tools
Note : This projects will focus on international
products/destination/campai gn/website/ magazine/TV shows
etc.
References :
1. Dasgupta, D. (2011). Tourism Marketing. UP: Dorling
kindersley (India) Pvt. Ltd.
2. Grewal, D., & Levy, M. (2008). Marketing . New Delhi: Tata
McGraw Hill Publishing company Limited.
3. Pruthi, R. K. (2004). International tourism : Potentials
measurement and prospects. New Delhi: Rajat Publications.
4. George, B. P., & Swain, S. K. (2005). Advancements in
Tourism theory and practics :perspectives from India. Delhi:
Abhijeet Publications.
Aggarwal, P. (2005). International Tourism
1. . New Delhi: Reference Press.
Chawla, R. (2005). International Tourism :
1. Changing Patterns. New Delhi: Rajat Publication.
2. Drucker, P. F. (2007). Management: Tasks Responsibilities
Practices. New Delhi: Allied Publishers Pvt. Ltd
Kotler ( Published by Prentice -Hall, Inc. (1984) ), Rajan Saxena, L
M Prasad ( Sultan Chand & Sons )
15
15
5
5
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4.26 Entrepreneurship Management
Unit 1
Concept and Types of Entrepreneurship, Concept of
Entrepreneurship
Role of a Entrepreneur in economic growth of a country
Ownership Mgt : Proprietorship, Partnership, Cooperatives,
Franchising
Strategy & Structure, Difference between Manager &
Entrepreneur
Supply chain mgt., value chain analysis, Need for financial
planning , different sources of finance .
Unit 2
Projects :
1. supply chain management in the Tourism Business being
relatively unorganized in India
2. Changed lifestyle leisure Travel has opened new business
avenues.
3.Emergence of Affinity Group Travel
4. Study Strategy & structure of co (not to be printed. just for
discussion. Eg. Vistara Tata Airlines)
References :
1. Purohit, A. (2013). Accounting, Finance and working
capital for Tourism Management. New Delhi: Random
Publications.
Dr. Khanka ( S. Chand Publishing)
15
15
5
5
4.27 Project II with field work Comprehensive Project/ Industrial
Project
Feasibility Project Report
( Analytical Assessment of Type of Tourism - Destination )
In practice an entrepreneur or a manager takes numerous
decisions to convert his idea into a running concern. The decision
making process starts with project/ product selection. In fact
project selection is the first corner stone to be laid down in
setting up an enterprise. The selection of a right project goes to
validate the trite proposition : Well begun is half done
A project is a design, scheme, proposal of some destination which
can be in practical use. Some guideline given to build a project
on…
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1. Identification & Idea generation
2. Project Selection
3. Industry or a sector
4. Market Conditions
5. Social factor
Making analytical feasibility report is one of the important
Training Tool for the students in practical learning towards
development. This experience b ecomes a great advantage while
branding and developing new product in future. It will enable
students to get insight of starting any project independently. It is
an integral part of Training.
Training is a procedure which intends to foster & enhance
learn ing among the students who are future employees working
in the enterprise.
In Analytical feasibility report one has to apply the theory
learned, based on the knowledge of
1. Market Assessment
2. Market Segment ---Demand forecasting
3. Marketing Mix
4. Economic & Fi nancial Analysis
5. TQM
6. Supply Chain
Students can make a feasibility report on any one of the
following types of Tourism.
1. Medical Tourism : World class medical facility at the
lower cost is pull factors that fundamentally entice foreign
visitors to visit India. Sophisticated medical treatments,
Rich culture and Natural scenic places that India has to
offer. Many visitors especially from America, Canada
South Africa and Middle East come for advanced medical
treatments. One Insight report with the Interviews .
2. E-Tourism: The scope of E -tourism is greater than that of
trading. It includes variety of processes such as exchange
of information, identification of items, or services,
inquiries and comparison of pricing, buying, payment,
customer support etc. From bu yers perspective E -Tourism
activities start with the need or urge to acquire tourism
products or services, or information. Travel related
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information is hosted on the Internet and Intranet that
provide reliable, affordable and fast information services.
3. Responsible Tourism: Responsible tourism aims at
promoting conservation, community participation, and
sustainable Travel. Tourism organizations participate and
implement in Responsible tourism activities and abide by
the principles to protect the aesthetic beauty of the
desti nations. Enhance the well being of the host
community.
References:
Kotlers ( Published by Prentice -Hall, Inc. (1984) )
Rajan Saxena ( Tata McGraw -Hill Education, 2005 Tata
McGraw -Hill Education, 2005 )
4.28 RESEARCH METHODOLOGY AND WRITTEN ANALYSIS
Unit 1 Data Collections Methods.
Averages Dispersions.
Sampling Techniques – Simulation & Forecasting.
Unit 2 Exercises in Tourism for above in
1) Govt. Organizations 2) Transport 3) Accommodation
4) Attractions/Resort.
Unit 3 Students should conduct sample surveys as exercise and
use these above techniques.
Preparation and presentation of a case study
Unit 4 Techniques of scientific paper presentation
Reference sources and their uses
Critical thinking
Report presentation with defence plan
References:
Kothari C.R.: Research Methodology
New Delhi, New Age International
Rao A.R.: Research Methodology
New Delhi, Excel Books
Kotler (Published by Prentice -Hall, Inc. (1984) )
Rajan Saxena
Dr. Khanka ( S. Chand Publishing)
15
15
9
21
5
5
3
7
4.29 Critical Analysis and Case Studies……. (Dossier Preparation -
Case Study)
A case study method is an excellent medium for developing
analytical skills Started by Harvard Business school. This method
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is being increasingly used in Training.
A case study is a narrative account of a series of events or
situations around a specific problem or problems. It is a written
description of an actual situation near to reality. The focus of the
case study is on experience. Therefore as the act ual situation,
decisions should be made. It is problem solving by suggesting
various ways after critically analyzing the particular situation in
different ways. Ideally, the case study method, when used well,
gets the participants in the habit of making r ational decisions
which is primary requirement for a managerial position.
Students can choose few from WTO list and few live cases
which can be helpful in Developing State Tourism. Few e.g.
Mentioned below.
Heritage Tourism : Kanheri caves / Elephanta caves How
Heritage Tourism is going to contribute in providing employment
for local & natives. Critical evaluation of Sustainability, growth
report and environmental audit of such Heritage sites.
Rural Tourism: Turtle Breeding Festival . Generation of
Income and Employment through Rural Tourism Project. Turtle
breeding in Konkan region can be observed. Its importance in
sustainable ecosystem.
Eco Tourism: Butterfly parks in Maharashtra . As part of
nature Tourism, Promotion of the the butterfly observato ry
circuits in Maharashtra, would create sustainable economic
growth for the local, without disturbing the ecology.
Agri Tourism: Ajinkyatara fort. Its rainwater harvesting has
totally changed the water table of that region.
Can Tourism be promoted for the benefit of the local people
through arranging study tours for sustainable growth?
Ref Book :
Jitendra Mishra (Oxford Higher Education)
4.30 Industrial Training –II
Students will organize campus placement event under the
guidance of faculty and by developing contacts with industry
organizations. Students will plan interview process for training
and job placement.
1. Students will write detailed report on the entire
plac ement process, where they will describe data
collection presentation, information distribution and
organizing campus interview event – Marks 100
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2. Students will write and submit a report on selection
process, joining process, induction process, and in house
training in 4 parts (if any) marks – 100
3. Self appraisal report with presentation will be submitted
by the students after completion of 60 days of Training - II
to the panel of examiners. Marks -100
Institute will take industrial feedback report taking assessment
from the organization regarding student’s performance during
the training period. Marks -100
MARKS GRADE POINTS
GRADE
75 TO 100 7.5 TO 10.0 O
65 TO 74 6.5 TO 7.49 A
60 TO 64 6.0 TO 6.49 B
55 TO 59 5.5 TO 5.99 C
50 TO 54 5.0 TO 5.49 D
0 TO 49 0.0 TO 4.99 F (FAILS)
The performance grading shall be based on the aggregate performance of Internal Assessment and
Semester End Examination.
The Semester Grade Point Average (SGPA) will be calculated in the following manner:
SGPA = CG / C for a semester, where C is Credit Point and G is Grade Point for the Course/
Subject.
The Cumulative Grade Point Average (CGPA) will be calculated in the following manner :
CGPA = CG / C for all seme sters taken together.
R. __________ PASSING STANDARD FOR ALL COURSES :
Passing 50% in each subject /Course combined Progressive Evaluation (PE)/Internal Evaluation
and Semester -End/Final Evaluation (FE) examination taken together. i.e. (Internal plus Ext ernal
Examination .
R. __________
A. Carry forward of marks in case of learner who fails in the Internal Assessments and/ or
Semester -end examination in one or more subjects (whichever component the learner has
failed although passing is on total marks).
B. A learner who PASSES in the Internal Examination but FAILS in the Semester -end
Examination of the Course shall reappear for the Semester -End Examination of that Course.
Page 31
However his/her marks of internal examinations shall be carried over and he/she shall be
entitled for grade obtained by him/her on passing.
C. A learner who PASSES in the Semester -end Examination but FAILS in the Internal
Assessment of the course shall reappear for the Internal Examination of that Course.
However his/her marks of Semester -End Exa mination shall be carried over and he/she
shall be entitled for grade obtained by him/her on passing
R. __________ ALLOWED TO KEEP TERMS (ATKT)
A. A learner shall be allowed to keep term for Semester II irrespective of number of
heads/courses of failure in the Semester I.
B. A learner shall be allowed to keep term for Semester III wherever applicable if he/she
passes each of Semester I and Semester II .
OR
C. A learner shall be allowed to keep term for Semester III wherever applicable irrespective of
number of heads/courses of failure in the Semester I & Semester II.
D. A learner shall be allowed to keep term for Semester IV wherever applicable if he/she
passes each of Semester I, Semester II and Semester III.
OR
E. A learner shall be allowed to keep term for Semester IV wherever applicable irrespective of
number of heads/courses of failure in the Semester I, Semester II, and Semester III
F. A learner shall b e allowed to keep term for Semester V wherever applicable if he/she passes
each of Semester I, Semester II, Semester III and Semester IV.
OR
G. A learner shall be allowed to keep term for Semester V wherever applicable irrespective of
number of heads/courses of failure in the Semester I, Semester II, Semester III, and
Semester IV.
H. The result of Semester VI wherever applicable OR final semeste r shall be kept in abeyance
until the learner passes each of Semester I, Semester II, Semester III, Semester IV , Semester
V wherever applicable.
OR
I. A learner shall be allowed to keep term for Semester VI wherever applicable irrespective of
number of heads /courses of failure in the Semester I, Semester II, Semester III, Semester IV
and Semester V.