Author: Bhagyashree Tripathi

               Himanshu R. Lapashia

FIRST EDITION 2025

MODULE – I:

(1)    Soft Skills Development:

• Basic English – Meeting and Greeting Phrases in Hospitality Industry – Personality Development (Patience, Respect, Tolerance, Leadership Skills, Technical Skills) – Importance of Body Language, Personal, Social Etiquettes, Life Skills, Disaster Management Skills.
• Principles of Management (Planning, Organising, Staffing, Leading and Controlling with reference to Hospitality Industry) – Levels of Management in the Hospitality Industry.

(2)    Hospitality in Hotel Industry and Tourism Industry:

• Introduction to Hospitality Management, Hotel – Definition, Classification and Star Categorization of Hotel, Meal Plan, Types of Room, Front Office Desk Management – Food Serving Etiquettes – Accommodation Policy – Career Opportunities in Hotel Industry.
• Definitions and Historical Development of Tourism, Types and Forms of Tourism, Planning and Execution of Tour Plans – Coordination during Tour Management – Networking for Tour Management – Career Opportunities in Tourism Industry.

MODULE – I:

(1)   Customer Relationship Management:

• Concept and Process of Customer Relationship Management, Objectives of CRM, Customer Value Management, Customer Satisfaction and Customer Retention.
• Measuring CRM, Customer Experience Management.

(2)   Customer Service and Customer Relationship Marketing:

• Consumer Needs, Purchase Patterns, Concept of Consumer Behaviour, Importance of Consumer Behaviour.
• Nature of Customer Service, 4Cs in Customer Service Strategy, Relationship Marketing, Relationship Marketing Process, Strategies for Building Relationship.

MODULE – II:

(3)   Customer Loyalty and Customer Engagement:

• Customer Loyalty and Perceived Goal, Strategies for Customer Loyalty Development, Role of Social Media in Changing customer Loyalty, Public Relations Strategies.
• Meaning of Customer Engagement, Customer Engagement Marketing Model.

(4)   E-CRM:

• Approaches to CRM with Use of Different Software Packages, Operational CRM, Analytical CRM, Sales Intelligence CRM, Campaign CRM, Use of Internet Tools-Blogging, Twitter, Emails, Myspace, Facebook as Interactive Public Relations Tools.
• Data Security System and Privacy of customers collected information.

MODULE – I:

(1)     Basics of Change Management and Individuals:

• Concept and Importance of Changes, Forces and Causes of Change, Types of Changes, Change Management Models.
• Approaches to Change Management: Behavioural, Cognitive and Psychodynamic Approach to Change, Distinction between First Order and Second Order Change.

(2)     Leader and Team Change Management:

• Identify Leadership Issues in Change, Role of a Leader in Change Management, Goleman Leadership Skills and Practices, Qualities and Competencies of a Change Leader.
• Concept, Importance and Limitations of Team Change, Enhancement of Team Effectiveness, Individuals affect Team Dynamics, Tuckman’s Model of Team Change and the Development Changes of Teams.

MODULE – II:

(3)     Organisational Change and Resistance to Change:

• Meaning and Process of Organisational Change, Causes of Organisational Change, Eight-step Model for Transforming Organization, Impact of Change on Organisation.
• Sources of Individual and Organisational Resistance, Manifestation of Resistance, Minimizing Resistance to Change, OD and Team Intervention to Overcome Change, Managing Role Stress.

(4)     Strategic Implementation of Change:

• Strategies and Skills for Communicating Change, Leader as change agent, An Integrated Approach to Organizational Change, Change Strategies.
• Positive Response of Employees to Change, Management of Resistance to Change, Case Studies on Smart Research and Action Research Related to Change Management of Organisations.

Module – I:

(1)   Introduction to Branding:

• Meaning of Brand and Branding, Branding Challenges and Opportunities, Benefits of Branding, Brand Equity, Customer Based Brand Equity Model (CBBE).
• Building Strong Brand Process, Brand Elements, Branding and Marketing Mix, Importance of Brand Positioning.

(2)   Brand Management:

• Strategic Brand Management Concept and Process, Brand Management and Brand Leadership Idea, Brand Associations, Brand Performance, Brand Design and Structure.
• Role of Celebrities in Branding, Brand Recognition, Brand Asset Management, Techniques for Effective Brand Management, Brand Loyalty.

Module – II:

(3)   Branding Research:

• Meaning and Importance of Brand Research, Brand Measurement, Brand Audit, Importance of Brand Image, Brand Extension, Brand Personality.
• Cons of Brand Fatigue, Co-Branding, Costing of Brand Positioning, Brand Awareness.

(4)   New Trends in Branding:

• Graphic Design in Branding, Brand Hierarchy, Features of Monochromatic Branding, Importance of Mascot, Branding Architecture.
• Role of Brand Management in Digital Marketing, Purpose Driven Branding, Customer and Employee Centric Brand Management, Storytelling Branding.

MODULE – I:

(1)     Career Planning:

• Career Planning, Steps Involved in Looking for a Job – Career Search, Self-Assessment Tools.

(i)      Self-Awareness – Learning Skills, Listening Skills, Honestly, Strengths and Weakness, Risk Taking Ability.

(ii)     Ability Assessment – Communicative Skills, Technical Skills, Competitive Skills, Social Creative and Managerial Skills.

(iii)    Personality – Personal Characteristics / Traits

(iv)    Work Value

• Curriculum Vitae, Essentials of Good CV, The Resume – Types of Resumes, Resume Guidelines, Use of Computer in Generating Resume, Use of Chat GPT and AI (Artificial Influence) in Developing Resume. Resume Checklist Content – Career Objective, Education, Personal Interest, Skills and Knowledge.

(2)     Career Search and Interview:

• Career Guidance Sources – Newspaper, Magazine, Internet, Career Information Literacy.
• Interview – Meaning, Typing of Interview-Business Interview, General Interview, Mock Interview, On Job Interview, Appraisal Interview, How to Prepare for Interviews?

MODULE – II:

(3)     Requisites for Attending Interviews:

• (i) Before attending Interview – Revision, Confidence, Sleep and Rest, Dress.

(ii)     In Waiting Room Starting of Interview – Interaction with Other Aspirants, Proper Sitting Space, Relax, Cordial Behavior.

(iii)    In Interview Room: (1) Etiquettes and Manners (2) Body Language (3) Eye Contact (4) Speech and Voice (5) Expressions and Posture (6) Civil Courtesy.

• Knowledge of the Place of Interview and Impediments if any, Rational Approach and Not Emotional Avoid Sweeping Statements, Exaggeration, Tall Claims, False Impression, False Reasons, Ignorance, Impulsive Nature, Don’t Dominate, Honesty, Unprejudiced, Speaking Manner, Attitude, Be Good Listener, Talk but don’t be Talkative Approach.

(4)     Career Development:

• Work Life Balance, Talent Mindset, Employee Value Proposition, Wealth and Rewards.
• Johari Window, Perceptiveness – Improving Listening Skills, Understanding Gestures of Other, Analysing What People Want to Say, Significance of Soft Skills in Career Development.

MODULE – I:

(1)    Basics of Professional Intelligence:

• Definition of Intelligence, Meaning of Human Intelligence, Gardener’s Theory of Multiple Intelligence, Types of Intelligence, Concept and Features of PI, Importance to Firm and Individual.
• Process of Developing PI, Factors affecting PI, Qualities required for PI, Challenges of PI.

(2)    Principles and Impact of PI:

• 21 Principles of PI, Impact of PI on: Recruitment, Organisational Culture, Employees.
• Reasons for PI, Risk in PI.

MODULE – II:

(3)    Emotional Intelligence and Spiritual Intelligence:

• Meaning of Emotional Intelligence, Dimension of Emotional Intelligence – Self-awareness, Self-motivation, Empathy, Social Skills, Mayer & Saloveys (1997) Cognitive Model of EI, Golemans (1995) Model of EI.
• Spiritual Intelligence, Methods to Learn And Develop Spiritual Intelligence – Meditation, Detached Observation, Reflection, Connecting, Practice.

(4)    Professional Stress and PI in AI World:

• Stress – Definition, Physical and Mental Health, Meaning of Professional Stress, Job Design, Work Systems, World Health Organizations Study on Job Stress, Sources of Job Stress – Survival Stress, Internal Stress, Environmental Stress, Fatigue Degrees of Stress – Acute Stress, Emotional Distress, Chronic Stress, Coping Mechanism of Stress.
• Accountability Ladder in Professional Intelligence, Distinction between Professional Intelligence and Artificial Intelligence.