European Bachelor in Hotel and Tourism Management

Objectives & skills

Business development managers have responsibilities of varying degrees in the development and implementation of commercial strategy, and are responsible for some or all of the inherent activities. The complexity of the job also depends to a large extent on the business sector, the level of competition in the market and the company’s location (regional, national, international). The role of the business development manager is essential, and requires a diversified recruitment and training strategy to meet market needs and anticipate future challenges.

• Understand the hotel, tourism and luxury market and how it is changing in France and internationally
• A 360° view of the business environment and management
• Draw up hotel development strategies
• Manage and coordinate relevant marketing initiatives
• Master the codes of excellence and savoir-être of the luxury sector
• Steering the operational development of the sales action plan
• Develop the company’s growth strategy
• Manage a sales team

Programmes

• Market research ‘The marketing approach” :
  1. Market research – Strategic Marketing (19h)
  2. Market research – Luxury culture (6h)
• Strategic diagnosis : 
  1. Strategic diagnosis – Strategic Marketing (18h)
  2. Strategic diagnosis – Luxury culture (6h)
• Commercial action research :
  1. Sales action research (48h)
• Sales action plan :
  1. Sales action plan (49h)
  2. Sales action plan – Focus on hotels & CSR (15h)
  3. Sales action plan – Luxury Study Tour (6h)
• Tutoring, exams and preparation for the Grand Oral :
  1. Tutoring, exams and independent work (23h)

• The company’s commercial strategy :
  1. Company sales strategy (18h)
• Customer typology :
  1. Customer typology – Excellence Service: typology of national and international hotel customers (III) (18h)
  2. Customer typology – Codes of elegance (15h)
  
• Price action :
  1. Price action – Revenue Management (18h)
• Action through marketing :
  1. Action through marketing – Luxury Brand Management (30h)
  2. Action through marketing – Commercial negotiations and partnerships (30h)
  3. Action through marketing – Building customer loyalty & CRM (30h)
  4. Action through marketing – Conflict management (12h)
• Tutoring, exams and preparation for the oral :
  1. Tutoring, examinations and independent work (32h)

• Recruitment :
  1. Recruitment (31h)
  2. Recruitment – Management in English (18h)
  3. Recruitment in Foreign Languages (20h)
• Sales force management :
  1. Sales force management – Team management (72h)
  
• Tutoring, exams and preparation for the oral exam :
  1. Tutoring and independent work (31h)

• Chinese or Russian
• Job Dating
• Professionalisation

Prerequisites and parallel admission

• Admission to 1st year: Bac or level 4 professional qualification
• Admission to 2nd year: Bac + 1 (level 4 diploma and one year’s higher education related to the certification)
• Admission to 3rd year: Bac+2 or validated level 5 certification or validated level 4 diploma and proof of 2 years’ professional experience related to the certification.
• Possibility of applying for an exemption (subject to conditions)

Terms and conditions of access

• Admission by competitive examination and interview
• You will be notified of the results of the competitive entrance examination within 72 hours.
• Our teams will then guide you through the enrolment procedure.
• Once your application has been validated, you will become a CMH student for the current academic year.

Rhythm of training

Initial: 1st and 2nd year

Initial or work-study course: 3rd year

The course takes place in the classroom

Methods used

• The Centre de Management Hôtelier (CMH) uses a variety of teaching methods to prepare future luxury hotel professionals. Here is a detailed overview of the main teaching approaches used:
  1. Theoretical and practical approach: The CMH integrates theoretical courses with practical workshops. This combination enables students to acquire solid academic knowledge while developing practical skills that are directly applicable in their future professional careers.
  2. Personalised coaching: Each student benefits from personalised coaching throughout the course. This individualised follow-up includes advice on personal and professional development, as well as ongoing support to help students achieve their academic and career goals.
  3. Work experience: CMH programmes include work placements and work-study programmes in the 3rd year. This approach enables students to apply their learning in real-life professional contexts, develop practical experience and become familiar with the workings of the hospitality industry.
  4. Guest lectures: The CMH regularly invites professionals and experts from the hotel and luxury brand sectors to give guest lectures. These presentations enrich the academic programme and enable students to learn directly from industry leaders.
  5. Professional projects: CMH students are continually involved in professional projects. These projects help them to develop specific skills and enable students to confront situations similar to those they will encounter in their professional lives.
  6. Partnerships with industry: CMH maintains partnerships with key players in the hospitality industry. These collaborations facilitate internship, work-study and employment opportunities for students, creating bridges between the school and the professional world. Partnerships with industry also ensure that programme content remains relevant and aligned with market needs.
  7. International experience: Students have the opportunity to spend a semester at one of CMH’s international campuses, such as those in London or Madrid. This international immersion aims to broaden their perspectives and strengthen their understanding of global practices in luxury hospitality. Living and studying in an international environment allows students to develop a global vision of the industry and acquire essential intercultural skills.

Assessment methods

Our students are assessed throughout the academic year on a continuous basis (table-top assignments, case studies, practical workshops, group projects, role-playing, oral presentations). The assessment procedures for certification are: real-life situations, case studies, reconstructed professional situations and oral examinations before a jury. The 3 skill blocks must be validated to obtain certification. To validate a block of skills, all the skills must be validated.

Links with other professional qualifications

Professional certifications registered with the RNCP in partial correspondence: consult the blocks of skills and certification titles concerned at https://www.francecompetences.fr/recherche/rncp/37849/

Accessibility for people with disabilities

Our courses are accessible to most people with visible or non-visible, temporary or permanent disabilities. For more information: see our commitment to disability management

Graduation rate: 88%*

Rate of RNCP 37849 certification: not applicable at present

Interruption rate during training: 11%*

Value-added rate: not currently applicable

Value-added rate: not currently applicable

The expected employment rate is the average employment rate for learners in comparable establishments in terms of learner profile, training provided and the local labour market. If the observed employment rate* is higher than the expected employment rate*, then the school’s own contribution to the professional integration of its learners is positive.

Distribution site: https://www.inserjeunes.education.gouv.fr/diffusion/accueil

Continuation rate: 60%* of students decide to continue with an MBA in International Hospitality and Luxury Brand Management at CMH; 22% decide to go on to other hotel management establishments (FERRANDI, Académie Internationale du Management, EMLyon, ESSEC Business School, etc.)

*(2022/2023 cohort on all CMH campuses)

Career opportunities – Business development manager

• Business development manager, business development manager
• Sales manager, sales strategy manager, technical sales manager
• Business development manager
• Sales development manager, sales force manager, sales promotion manager, head of sales, e-commerce manager, sales manager
• Business engineer
• Strategy and business development consultant
• Account executive, customer relations manager
• Key account manager, global account manager, sales operations manager