Certificate in Tourism and Hospitality Business Management
The Certificate in Tourism and Hospitality Business Management is jointly offered by the Hough Graduate School of Business and the Eric Friedheim Tourism Institute at the University of Florida. This certificate program is offered to all graduate students in the Hough Graduate School of Business and in the Department of Tourism, Recreation and Sport Management (TRSM).
The tourism and hospitality industry is a fast-growing, dynamic, and global industry with a variety of career options for individuals to develop into upper-level managerial positions. The certificate coursework will allow students to gain a comprehensive managerial knowledge base of the processes and strategies used by leading firms to gain a competitive advantage in the tourism and hospitality industry. The content of the courses centrally focus on developing the students' managerial skill set as opposed to "back of the house" hospitality operational skills.
To earn this certificate, students must take a total of 10 credits (5 courses) over the fall and spring terms:
- 6 credits - Tourism & Hospitality Courses (3 courses)
- 4 credits – Approved Business Certificate Electives (2 courses)
Take Three or Four (if four are taken, it reduces the number of business electives you will take to one):
HFT 6747 Marketing in Hospitality/Tourism (Spring Module 3)
This course will provide an overview of marketing concepts and theories and how they apply in the tourism and hospitality industry. The students will examine the importance of marketing strategy within the strategic planning process of tourism and hospitality businesses. Case studies, group discussions and presentations will be used to exhibit learning of concepts such as: the product/services marketing mix, marketing environments, product differentiation, how to create loyal consumers, relationship marketing, segmentation, target marketing, positioning, branding and how to develop a marketing plan for a tourism or a hospitality business. Lectures will provide the foundation toward successfully completing a real life project (i.e., service learning).
LEI 6931 Tourism & Hospitality Business Perspectives (Fall Module 1)
This subject is designed as an introductory, generalist subject to provide students with a broad understanding of tourism and hospitality industry, sectors, businesses and their roles and impacts in the wider economic and social environment. It is designed to set the basis for the other more specific courses of the certificate program. Therefore, it involves coverage of a wide range of subjects relevant to tourism and hospitality businesses at the local, national or global levels. Initially, students will learn the tourism system and its sectors as well as diverse stakeholders with different perspectives in evaluating the economic and social contribution of the industry. They will learn different types of tourism and hospitality products, challenges that tourism and hospitality businesses face, strategies used to overcome these challenges and current trends that the industry benefits or suffers from. They will learn different paradigms of tourism that govern the marketing mix offered by different businesses serving the needs of both domestic and international tourists. They will also learn branding and image development, from micro to macro level products in tourism and hospitality industry, with a strategic approach taking all stakeholders into account. They will learn research methods and techniques that are used in tourism and hospitality business management. Eventually, they will apply their knowledge through a group project that they will deliver as a presentation to the class to sharpen their technical, communication and presentation skills as well.
LEI 6931 Strategic Management in Hospitality Business (Fall Module 2)
The hospitality industry is comprised of business firms, that in order to be successful, must properly manage the perishable nature of core products that are: service based commodities, labor intensive, face fierce competition levels, and exist within ever changing market place conditions. The business landscape in the hospitality industry changes dramatically as consumer tastes and preferences evolve and micro trends reflect volatile macro conditions. This course assesses the nature of hospitality products and addresses the unique challenges hospitality professionals face in managing their firms. The course combines the resource-based view and the stakeholder view with traditional theory and models providing a comprehensive and managerially useful perspective of strategic management. The focus of the course involves the translation of those strategic managerial ideas into the context of hospitality business management thereby providing a better fit to a service based industry as opposed to ideas found in general strategy literature. Instruction of the course will use a diverse set of examples and case studies that link strategies and pertinent issues to actions and activities of hospitality firms.
LEI 6931 Revenue Management in Hospitality Business (Spring Module 4)
Hospitality managers are responsible for making strategic and proactive decisions regarding how to maximize firm revenues that are dependent upon the sale of a relatively fixed product supply and varying consumer demand. Managers must dedicate critical attention to core product revenue maximization in the hospitality industry due to the time-sensitive, or perishable nature of a service based product. Such financial assessment is captured within the firm's revenue management system, where the goal is to generate maximum revenue. This course is designed to provide the students with an applied understanding of the strategies and tactics used in hospitality revenue management. The fundamental principles and concepts of revenue management that include capacity management, duration control, demand and revenue forecasting, discounting, overbooking practices, displacement analysis, rate management and sales mix analysis will be discussed throughout the term. The course will also examine best pricing strategies that increase revenue during seasonal low periods and maximize revenues during high demand seasons.
Project in-lieu-of Thesis: (MAN 6973) (MAIB STUDENTS ONLY)
If MAIB students wish for this project to count toward the Certificate, a multinational hospitality corporation must be chosen as the project topic. Extensive research will be completed on the company over the year that you are in MAIB. The final product, submitted in your graduating term, is a case study on the company's global operations. You can choose from hotels, spas, airlines, restaurant and beverage companies, theme parks, and cruise lines.
Choose one or two:
- BUL6841 Employment Law
- GEB6930 Strategies in Sustainability
- GEB6930 Risk & Crises Management
- MAR6861 Customer Relationship Management
- MAN6508 Management of Service Operations
- MAN5502 Production & Operations Management
- MAN6351 Training and Development in Organizations
- MAN6366 Organizational Staffing
- MAN5246 Organizational Behavior
- MAN6331 Compensation in Organizations
- MAN6635 International Aspects of Human Resource Management
- MAN6447 Art and Science of Negotiation
- MAR6930 Web-based Marketing
- REE6045 Introduction to Real Estate
- REE6395 Investment Property Analysis
- REE6105 Real Estate Appraisal
- REE6208 Secondary Mortgage Markets and Securitization
Course Registration Instructions
for Department of Tourism, Recreation and Sports Management (TRSM) Graduate Students
For Tourism & Hospitality Courses (HFT/LEI):
- Register for the HFT / LEI courses on your own through ISIS during the registration period.
For Graduate Business Elective Courses:
Follow the instructions on the Elective Courses page. Important Notes:
- Non-business students are required to go in person to Hough Hall 310 on the first day of classes to add business courses. Non-business students are not allowed to register for business courses before the first day of classes.
- You must meet course prerequisites which can be found on the Course Descriptions page.
Apply to Certify Your Certificate
To receive the certificate, you must apply for the certificate in ISIS by the UF degree application deadline (in your graduating term). The certificate will be awarded once all credits are completed with a “C” or better. The certificate will appear on your UF transcripts. Students who do not apply for the certificate by the UF certificate/degree application deadline will not receive the certificate.
- To apply for the certificate, go to ISIS
- On the left-hand menu, select My Record, then select Certificate/Degree Application
Note: LEI / HFT courses will NOT count toward your major (business) GPA, but it will count toward your cumulative GPA.