Master's of Tourism and Travel Management (M.T.T.M)

PUNJABI UNIVERSITY PATIALA

Master's of Tourism and Travel Management (M.T.T.M) Session 2016, 2017, 2018 (One Time) Second Year

Scheme of Syllabus

Second Year –Third Semester

Course Subject Term Marks (Theory) No. Internal University Total Assessment Examination Marks MTTM-301 Business Communication, Consumer 25 75 100 Behavior and Cross Cultural Communication MTTM-302 Tour Packaging Management 25 75 100 MTTM-303 Hospitality & Tourism Economics 25 75 100 MTTM-304 Geography –International Tourism 25 75 100 MTTM-305 Marketing, Sales and PR 25 75 100 G.TOTAL 500

Fourth Semester

Course Subject Term Marks (Theory) No. Internal University Total Assessment Examination Marks MTTM 401 Entrepreneurship in Hospitality & 25 75 100 Tourism MTTM 402 Human Resource Management 25 75 100 MTTM 403 Research Methodology 25 75 100 MTTM 404 Industrial Training (8 weeks)- 100 100 200 Report & Viva Voce G.TOTAL 500 MTTM 301-Business Communication, Consumer Behavior and Cross Cultural Communication

Time Allowed: 3 Hrs. Max. Marks : 75 Pass Marks : 35%

INSTRUCTIONS FOR THE PAPER SETTER Question Paper will consist of three sections namely – Section-A, Section-B and Section-C. Section-A will be from Unit-1 and will have four questions of 15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15 marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each. Section-C is compulsory. INSTRUCTIONS FOR THE CANDIDATE Question Paper will consist of three sections namely – Section-A, Section-B and Section-C. Section-A will be from Unit-1 and will have four questions of 15 marks each out of which candidate has to attempt any two questions. Section-B will be from Unit-2 and will have 4 questions of 15 marks each out of which candidate has to attempt any two. Section-C will be from entire syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each. Section-C is compulsory.

UNIT-I  Types of Communication  Meaning of Effective Communication, Methods of Effective Communication  Communications Models,  Interpersonal & Intrapersonal Communications  Verbal and Non-Verbal forms of Communication  Body Language,  Organizational Communication  Cross-Cultural Communication  Kinesics and Proxemics  Consumer Behavior: Importance of Studying Consumer Behavior  Effects of motivation personality, perception, attitude, learning, family, social c class, culture, groups in shaping consumer behavior  Consumer decision making: Howard – Sheth , Engellkollat-Blackwell Models.  Consumer gifting behavior.  Relationship marketing.  Consumerism-à-vis buying behavior. UNIT II  Consumer in Social and Cultural Setting- Reference Group and Family influences  Social class and Consumer behavior  Influence of Culture on consumer  Subculture and Consumer behavior  Cross Cultural consumer behavior.  Factors affecting Consumer Behavior- Psychological factors, Social Factors, Cultural and Sub cultural factors, Personal Factors. References: 1. Leon G. Schiffman & Leslie Lazar Kanuk. MTTM 302 – Tour Packaging Management

UNIT I

 Meaning, definition, development, types components  Significance of tour packages with relation to tourists, destinations and tour companies.  Role and input of public and private sector tourism organizations in promotion of tour packaging business.  Tour Formulation – Influencing factors, stages involved in tour formulation – initial research (destination and market),  Itinerary development, negotiations, confidential tariff, costing & pricing marketing strategies.  Brochure designing, Printing and distribution.

UNIT II  Defining the concept of tour cost, components of tour cost – fixed and variable costs, direct and indirect tour costs.  Factors affecting tour costs.  Tour cost sheet – meaning and significance  Costing procedure for independent foreign tours (fits ) group inclusive tours and conference and convention packages  Calculation of tour pricing, pricing strategies.  Tourists activities based on mountains, deserts, forests and wildlife, white water, marinas, aerosport etc.  Cultural and pilgrimage i.e. Place of religions, historical archaeological, architectural and monumental significance, fairs and festivals  Conference and conventions and special events  Case studies of tour packages offered by government & private sectors and thomas cook and sita etc.

Suggested Readings 1. Marketing of Travel & Tourism by Middletom. 2. International Encyclopaedia of Tourism Management by P.C. Sinha. 3. Dynamics of Tourism by R.N. Kaul MTTM 303- Hospitality & Tourism Economics Time Allowed: 3 Hrs. Max. Marks: 75 Pass Marks: 35%

UNIT-I  Concept of Economics and their relevance to hospitality & tourism.  Hospitality & Tourism organizations and the external environment social, economic and physical environment. Tourism and economic development.  Demand for Hospitality & tourism: concepts and definitions of demand for tourism,  Determinants of tourism demand  Measurement of tourism demand and elasticity of tourism demand.  Supply of tourism product: Patterns and characteristics cost of tourism product  Pricing of tourism product and marketing strategy in tourism industry. UNIT-II  The economic impacts of tourism: Direct, indirect, induced and negative.  The measurement of economic impact, multiplier –meaning and types (investment, employment and tourism multiplier), linkage and leakages.  Tourism impact on balance of payments and exchange rates.  Tourism demand forecasting, concept of breakeven point, cost benefit analysis in  tourism  Project feasibility study.  Principal sectors of Indian economy with special reference to tourism, ITDC, state tourism Development Corporation

Suggested Reading: 1. Mithani, D.M., Economic theory (Macro Analysis) Himalaya publishing house, 1990 2. Witt, stephe, F., Moutinho, Luiz (eds.) Tourism Marketing and management handbook, prentice hall international (UK) Ltd. 3. Sheela. A.M., Economics of Hotel Management, New Age International Publication (P) Ltd., New Delhi. 4. Kamra K.K. , Economics of Tourism MTTM- 304 Geography –International Tourism

Time Allowed: 3 Hrs. Max. Marks: 75 Pass Marks : 35%

UNIT I  International Tourism Meaning & Definition, Trends at the global level with special reference to UNWTO regions  Major International markets for India, Indian out and bound tourism scenario  Major tourism generating states in India  Tourism resources studies of selected Countries of South East Asia & the Pacific Region: Singapore, Malaysia, Thailand, China, Hong Kong, Australia, and New Zealand. UNIT II  Tourism Resource studies of Selected Countries of European Region: UK, France, Switzerland, Germany, Italy, Greece, and Austria.  Tourism Resource studies of Selected Countries of Americas, Africa & Middle East Region: USA, CANADA, Brazil, UAE, South Africa,  Kenya, Tanzania, Suggested Readings:

1. Tourism Statistics at a Glance 2008 & 2009 by Ministry of tourism Govt. Of India 2. Lonely Planet – Singapore, Malaysia, Thailand, China, Hong Kong, Australia, 3. New Zealand , UK , France, Switzerland, Germany, Italy, Greece , Austria, 4. USA, CANADA, Brazil, UAE, South Africa, Kenya, Tanzania MTTM 305- MARKETING, SALES AND PR Time Allowed: 3 Hrs. Max. Marks: 75 Pass Marks : 35%

UNIT I  Marketing: Core concepts in marketing; Needs, Wants, Demands Products markets.  Marketing management philosophies-Production, Product, Selling, Marketing and societal perspectives.  Economic importance of marketing.  Analysis and selection of market: Measuring and forecasting tourism demand  Forecasting methods, Managing capacity and demand.  Market segmentation and positioning (STP)  Marketing Strategies: Developing marketing environment  Consumer buying behavior, Competitive differentiation and competitive marketing strategies.  New product development. product life cycle  Customer satisfaction and related strategies in internal and' external marketing;  Interactive and relationship marketing.  Pricing Products: Price, Factor Influencing Prices, Price Approaches, Pricing Strategies, Price Changes.

UNIT II

 Distribution Channels: Nature And Importance of Distribution System, Functions of Channel Distribution, Marketing Intermediaries, Travel Agents, Wholesalers brokers, Multinational House, Hotel Representation, Selecting Channel Members.  Promotion Product: Advertising: Major Decision, Setting Objectives, Setting Advertising Budget, Manage Descions, Media Descions, Campaign Evaluation. Direct Marketing: Tele Marketing, Relationship Marketing Sales Promotion: Setting Objectives, Selecting Sales Promotion Tools, Developing Sales Promotion Programme Evaluating The Results.  Publicity: The Public Relation Process, Major Tools In Marketing PR, Professional Sales: Sales Force Objectives, Sales Force Structure And Size, Organizing Sales Department, Recruiting And Training Sales Force, Marketing The Sales Force.  Internal Marketing: Internal Marketing, Internal Marketing Process, Building Customer Loyalty, Customer Satisfaction Vs Customer Loyalty, Retailing Customers, Retaining Good Employees, Capacity And Demand Management Reference:

1. Kotler, Philip : Marketing Management & Hospitality and Tourism Marketing 2. Sinha, P.C : Tourism marketing 3. Kotler, Philip and Armstrong Philip, Principle of Marketing, 1999, Prentice-Hall India, 1999 Fourth Semester

MTTM 401 -Entrepreneurship in Hospitality & Tourism

Time Allowed: 3 Hrs. Max. Marks: 75 Pass Marks : 35%

Unit I  Nature of Entrepreneurship and Small Business: The emergence of Small Business, Seeking Entrepreneurial Opportunities, Start-up and Buy-out Opportunities, Franchising Opportunities, Family Business Opportunities.  Developing the New Venture Business Plan: The role of Business Plan for a New Venture, Creating a Competitive Advantage, Market Analysis and Formulating Marketing Plans, Selecting Management Team and Form of Organization, Location and Physical facilities. Accounting Statements and Financial Requirement, Sources of Finance.  Small Business Marketing: Consumer Behavior and Product Strategy, Pricing and Credit Strategies Promotion, Personal Selling, Advertising and Sales Promotion, Distribution Channels and Global Markets.

Unit II  Managing Small Business Operation Professional Management in Growing Firm, Managing Human Resource.  Quality Management and the Operation Process, Purchasing and Computer-based Inventory Management.

Suggested Readings: 1. Siropolis, N.C., Entrepreneurship and Small Business Management, 1998. 2. Saini, J.S., Entrepreneurship Development: Programmes, and Practices, 1998. 3. Singh, Daleep, Effective Managerial Leadership, 1995. MTTM 402- HUMAN RESOURCE MANAGEMENT Time Allowed: 3 Hrs. Max. Marks : 75 Pass Marks : 35%

INSTRUCTIONS FOR THE PAPER SETTER Question Paper will consist of three sections namely – Section-A, Section-B and Section-C. Section-A will be from Unit-1 and will have four questions of 15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15 marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each. Section-C is compulsory. INSTRUCTIONS FOR THE CANDIDATE Question Paper will consist of three sections namely – Section-A, Section-B and Section-C. Section-A will be from Unit-1 and will have four questions of 15 marks each out of which candidate has to attempt any two questions. Section-B will be from Unit-2 and will have 4 questions of 15 marks each out of which candidate has to attempt any two. Section-C will be from entire syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each. Section-C is compulsory. UNIT-I  Definition & Role Of Human Resource Development- Role Of Human Resources Manager  Manpower planning- Definition, Need for manpower planning, Analyzing & Forecasting Human Resource Demand and Supply.  Job design- Job analysis, Job description, Job enlargement/rotation, Job enrichment, Job specification.  Recruitment and Placement- Sources Of Recruitment - Internal ; External, Selection Procedures & Techniques, Application, Interviews-Types, Tests-Types, Group Selection Procedures, References, Job Offer, Induction / Orientation Programme, General Property Orientation; Specific Job Orientation, Follow- Up & Evaluation  Training-Meaning & advantages, Purpose of training, Analyzing training needs, Types & methods of training: on-the-job ; off-the-job, Aids used while training, Evaluations and monitoring of training.

UNIT II

 Development programmes - Functions of a Development Programme in HR, Career Development Programmes in Hospitality &Tourism Industry, Management Development Programmes, Management Development & Organizational Strategy, Organizing & Implementing Management Development Programmes, and Mentoring.  Performance appraisal -Definition & Importance, Objectives Of Performance Appraisal, Components Of A Performance Appraisal System, Performance Appraisal Systems, Self Appraisal, Peer Evaluation, Staff Evaluation, 360 Degree Appraisals, Compensation, Considerations In Developing A Compensation Plan, Job Evaluation, Establishing Pay Structures, Effects Of Collective Bargaining.  Incentives And Benefits- Advantages Of Incentive Programmes, Individual Incentives - Commissions; Bonus; Pay-For knowledge; Merit Pay, Group Incentive Programmes  Cost- Saving Plans; Profit Sharing Plans; Esop Role Of Employee Benefits, Mandatory Benefits, Voluntary Benefits, Pension & Retirement Benefits, Other Benefits.  Labour Relations In The Hospitality Industry - Trade Unionism-Definition, Role Of Trade Union In The Indian Scenario, Collective Bargaining, Concept Of Collective Bargaining & Barriers, Grievance Handling-Procedure, Employee Participation In Management In Relation To Good Industrial Relations, Labour Welfare Measures, Disciplinary Procedures.

Suggested Reading: 1. Human Resource Development & Management in the Hotel Industry- S.K. Bhatia, Nirmal Singh 2. Human Resource Management- Dr. Jagmohan Negi 3. Human Resource Development Practice in Travel and Tourism- S.C. Bagri MTTM -403 Research Methodology

Unit-I  Research: meaning, characteristics, types and relevance of research; trend and challenges with special reference to tourism and hotel business. Research process. Identification and formulation of research problem.  Research methodology: meaning and procedural guidelines.  Literature review – Meaning, Importance and sources of literature  Research design- Meaning of research design; need for research design; features of a good Research design; different research designs.  Sampling design: the concept of sampling; Aims of sampling, census versus sample survey; steps in sampling design; characteristics of a good sample design; criteria for selecting a sampling procedure; sampling techniques/methods: probability sampling and non-probability sampling. Unit-II  Measurement and scaling techniques- Measurement in research; sources of Error in measurement; test of sound measurement; technique of developing measurement tools; measurement scales; meaning of scaling; bases of scales- classification, importance; scaling techniques-rating and ranking; types of scales.  Collection of Data- nature, sources of data; methods of data collection  Processing of data: Classification and Tabulation, Interpretation of data  Report writing- meaning functions; types of research report; significance of report writing report.

Suggested Reading: 1. Research Methodology (Pearson Publication) by Ranjit Kumar 2. Management Research Methodology (Pearson Publication) by Krishnaswamy, Sivakumar & Mathirajan 3. Business Research Methods (Tata McGraw Hill Publication) by Cooper & Schindler 4. Research Methodology (New Age Publishers) by C.R. Kothari 5. Methods in Social Research (Surjeet Publications) by William J. Goode & Paul K. Hatt MTTM 404 -Industrial Training (8 weeks)-

Candidate has to undergo 8 weeks Industrial training in any of the Travel/ Tour Operations/ Tourism / Hospitality Operational Areas.

Evaluation will be done by both internal & external examiner. Training report will be evaluated by internal examiner and Viva Voce & presentation of report by external examiner.

Candidate should also make log book on daily basis to report daily task carried out during industrial training.