PGATHM – Post Graduate Diploma in Airlines, Tourism & Hospitality Management

 

                                         Mark Scheme

 

I^st   SEMESTER  SUBJECTS

 

§       PTA01 - Tourism Product & Services ( External 75   Internal 25)

§       PTA02 - Global Tourism Concepts( External 75        Internal 25)

§       PTA03 - Geography of Tourism( External 75     Internal 25)

§       PTA04 - Travel Agency & Tour Operations( External 75   Internal 25)

§       PTA05 - Airlines Management( External 75       Internal 25)

§       PTA06 - Marketing, Sales & PR in Service Industry

( External 75     Internal 25)

§       PTA07 - Customer Care in Service Industry( External 75 Internal 25)

§       PTA08 - Front Office Operations – Reservations & Registrations( External 75 Internal 25)

 

 

2^nd Semester Subjects

 

§       PTA09 - Tourism Product & Services ;Tourism

§         Legislation; Safety and Security in Tourism( External 75        Internal 25)

§       PTA10 - Tourism Promotion; Resort Management( External 75 Internal 25)

§       PTA11 – Automation in Tourism, Hospitality &

§          Airlines( External 75      Internal 25)

§       PTA12 -- Total Quality Management ( External 75    Internal 25)

§       PTA13 – Market Research( External 75   Internal 25)

§       PTA14 – Housekeeping in Hospitality Operations( External 75 Internal 25)

§       PTA15 – Strategic Planning and Marketing  Management

 ( External 75        Internal 25)

§       PTA16 – Conferences & Events Management ( External 25     Internal 75 )

 

 

 

 

P.G.A.T.H.M.

POST GRADUATE DIPLOMA IN AIRLINES, TOURISM & HOSPITALITY MANAGEMENT:

 

PTA01 - TOURISM PRODUCT & SERVICES: (External 75           Internal 25)

 

The Tourism Product

3 A’s of Tourism

The Ideal Tourism Product

Accommodation

Types of Hotels:

Ø      International Hotels

Ø      Resorts

Ø      Commercial Hotels

Ø      Residential Hotels

Ø      Floating Hotels

Ø      Heritage Hotels

Supplementary Accommodation:

Ø      Motels

Ø      Youth Hostel

Ø      Caravan and Camping Sites

Ø      Pensions

Ø      Bed and Breakfast Establishments

Ø      Tourist Holiday Villages

 

Transportation          

§         India by Air

§         India by Rail

§         India by Road

 

Restricted/Protected Areas

Travelling in India- Documents and Formalities

Tourism Varieties in India:

§         White River Rafting

§         Trekking in the Himalayas

§         Mountaineering in the Himalayas

§         Winter Sports

§         Heli-skiing

§         Hang Gliding

§         Rock Climbing

§         Motor Rallies

§         Ballooning

§         Camel Safaris

§         Yoga

§         Golf

Indian Wildlife

Fairs and Festivals in India

Shopping in India

Cuisine in India

Museums in India

Hill Stations in India

Arts & Crafts in India

 

PTA02 - Global Tourism Concepts: (External 75         Internal 25)

 

Travel Lingo

Classification of tourism in terms of :

Destination visited – International tourism and domestic tourism

Purpose of Visit – Cultural tourism, Business Tourism, VFR, Pilgrimage tourism etc.

Mode of travel arrangement – Inclusive travel and Independent travel

Motivation of Travel :

§         Physical motivations: travel for sports and adventure, rest and relaxation,

      health and medical reasons etc.

§         Cultural motivations: pilgrimage tourism, cultural curiosity etc.

§         Interpersonal  Motivation: meeting new people, VFR, etc

§         Status and Prestige motivation: business motivation

Factors that have led to the growth of tourism

Barriers to the growth of tourism

Positive and Negative impacts of tourism

§         Economic Impacts

§         Socio-culture Impacts

§         Environmental impacts

Carrying capacity

§         Types of carrying capacity: Physical, biological, Social carrying capacity

§         Importance of carrying Capacity

§         Effect of host population on the carrying capacity.

Sustainable and Eco-tourism

Leipers Tourism System model

 

PTA03 – GEOGRAPHY:(External 75   Internal 25)

 

v     Geographical terms

v     Global mapping : Latitudes, & Longitudes

v     Time Zones and Time calculation

v     INDIA : Physical and Political Map

v     ASIA (South, Southern, Eastern and Western Asia) : Physical and Political Map

v     Australasia (Australia and the pacific ocean isands): Physical and Political Map  

 

PTA04 - TRAVEL AGENCY & TOUR OPERATIONS

(External 75       Internal 25)

 

Distribution Chain in the tourism product.

Travel Agency Business:

§         Functions of travel Agency Business.

§         Departments of Travel Agency.

Tour Operations Business :

§         Functions of Tour Operator

§         Difference between Tour Operations and travel Agent.

Itinerary Planning

§         Itinerary and its importance

§         Types of Itineraries

§         Factors to keep in mind while designing an itinerary

§         Changing social patterns

§         Changing Living standards.

Package Tours

§         Components of a standard Package tour

§         Types of Package tours

§         Designing a package tour

§         Costing a tour Package

Travel trade Organisations

Automation in the Travel Trade and its benefits and disadvantages

Sample itineraries in India

 

PTA05 - AIRLINES MANAGEMENT: (External 75       Internal 25)

 

AIRLINES CODES

CODES AND ABBREVIATIONS

CITY AND AIRPORT CODES

AIR TRAFFIC CONTROL PROCEDURES

AIRPORT SECURITY

FREIGHT / CARGO

AIRPORT PROCEDURES

ANNOUNCEMENTS

GUIDELINES FOR CARRIAGE OF ELDERLY AND DISABLED PASSENGERS

IMPORTANT INTERNATIONAL TRAVEL ORGANISATIONS (IATA, ICAO,DGCA ETC.,)

IMPACT OF AIR TRANSPORT ON HUMAN HEALTH AND PSYCHOLOGY(External 75    Internal 25)

¨      PRE-FLIGHT ANXIETY

¨      AIRSIDE PROBLEMS,

¨      FEARS AND PHOBEAS

¨      PSYCHOLOGICAL CONCERNS

¨      HEALTH CONCERNS INSIDE AIRCRAFT CABINS

 

ARRIVAL AND DEPARTURE PROCEDURES A PASSENGER GOES THROUGH AT THE AIRPORT

(INTERNATIONAL AND DOMESTIC)

 

CABIN CREW AND GROUND STAFF DUTIES DRILL

BAGGAGE HANDLING

TRAVEL TERMINOLOGY

AIRCRAFT CONFIGURATION

COMPUTERISED RESERVATION SYSTEM

 

PTA06 - MARKETING, SALES AND PR: (External 75           Internal 25)

Definition of marketing

History of marketing

Developments in marketing theory, first generation , second generation, third generation, green marketing, societal marketing

Path of goods and services

Marketing Environment

SWOT  Analysis

Marketing mix – 4 P s of Marketing

Brief treatment of the 4 Ps of Marketing

Characteristics of Services

§         Intangibility

§         Inseparability

§         Heterogeneity/variability

§         Perishability

Special aspects of Services Marketing

Productivity and Quality

Marketing Strategy

The Marketing Managers Job

Internal Marketing

The 5th, 6th and 7th P of Marketing

§         People

§         Physical evidence

§         Process

Core concepts of Marketing

What can we market

What is a market?

Simple Marketing System

Marketplace, marketspace, metamarket

Kinds of markets

What is a market segment?

Why do we need to segment the market?

Target market

Marketers and prospects

Needs, Wants and Demands

Value proposition, market offering and Brand

Value and Satisfaction

Exchange and Transactions

Relationships and Networks

Marketing Channels

Supply chain

Competition

Relationship Marketing

Company orientations towards the marketplace – Production, Product , Selling Orientations and Marketing Orientation.

 Detailed treatment of Marketing Orientation – (Target Market, Customer Needs, Integrated Marketing and Profitability)

Market Segmentation

Target Markets and Positioning

Detailed treatment of Product Life cycle

Tourism Marketing

 

PTA07 - CUSTOMER CARE & INTERPERSONAL SKILLS

(External 75 Internal 25)

 

Who is a customer? internal customer, external customer

Who is a service provider?

Why are some service providers better than others?

Who is a satisfied/ dissatisfied customer?

What are the consequences of satisfied/ dissatisfied customers?

What is Quality?

What is customer satisfaction?

What is customer delight?

Key areas of customer care

·       The product or the service itself

·       Sales and promotion of the service

·       After sales support to the customer

·       Organizational culture

Customer Feedback, feedback tools

Converting Customer care philosophy into everyday action

Grooming and Etiquette

Telephone Handling Skills

Complaint Management

Transactional Analysis in Customer Care

Customer care in airlines

Customer care in hotels

Case studies and Role Plays

 

PTA08 - FRONT OFFICE OPERATIONS: (External 75          Internal 25)

 

INTRODUCTION:

FRONT OFFICE ASSISTANT

Qualities

Practical aspects of selling a room

FRONT OFFICE FUNCTIONS

Information

Reservations

Reception

Lobby

Cashiering

Night Auditor

Telephones

Emergencies

FRONT OFFICE’S INTERACTION WITH OTHER DEPARTMENTS

FRONT OFFICE RECORDS AND STATISTICS

 

 

 

P.G.A.T.H.M.

POST GRADUATE DIPLOMA IN AIRLINES, TOURISM & HOSPITALITY  MANAGEMENT

(SECOND SEM)

 

 

PTA09 -                     TOURISM PRODUCT & SERVICES – II ;    TOURISM LEGISLATION; SAFETY AND

                                                                                                                    SECURITY IN TOURISM:

                                                                                    (External 75   Internal 25)

·        Indian Wildlife

·        Fairs and Festivals in India

·        Shopping in India

·        Cuisine in India

·        Museums in India

·        Arts & Crafts in India

·        Tourism Legislation

·        Safety and Security in Tourism

 

 

PTA10 -         TOURISM PROMOTION; RESORT MANAGEMENT:

(External 75   Internal 25)

 

TOURISM  PROMOTION:

 

1.         ADVERTISING:

·        Advantages of Advertising

·        Planning the Advertising:

·        Media Selection

Ø                  Message Selection

Ø                  Cost of Advertising

Ø                  Determining Advertising Effectiveness: Inquiries, Recall Tests,  

           Recognition Tests, Sales Tests

·        Steps in Planning an Advertising Campaign:

Ø                  Stage One- Defining the Product

Ø                  Stage Two – Defining the market segments

Ø                  Stage Three – Interpreting the Marketing Objectives

Ø                  Stage Four – Planning the Advertising Campaign

Ø                  Stage Five – Implementing the Campaign

Ø                  Stage Six – Assessing the Impact and Value of a Campaign

·        Advertising Agency:

Ø                  Selecting an Agency

Ø                  Agency Procedure

Ø                  Departments in an Advertising Agency

 

2.         SALES SUPPORT:

Sales Support Techniques:

·        Brochure

·        Folder

·        Shell Folder

·        Sales Letter

·        Display Material

·        Special Offers

·        Newsletters: Essential Ingredients to Production of Newsletter

 

3.         PUBLIC RELATIONS:

·        Public Relations in Tourism

·        Public Relation Techniques

·        Handling the PR Functions

·        Public Relations Agency

 

RESORT MANAGEMENT: (External 75 Internal 25)

 

The Resort Concept

·        Commercial or transient hotels

·        Resorts

Types of Resorts:

Ø                  Year-round resorts

Ø                  Summer Resorts

Ø                  Winter resorts

Ø                  Health or spa resorts

Ø                  Urban resorts (resorts in urban settings)

Ø                  Beach resorts

Ø                  Timeshare resorts

Ø                  Recreational Resorts

Ø                  Seaside Resorts

Ø                  Fishing Resorts

Ø                  Ski Resorts

Ø                  Mega-Resorts

Ø                  Casino resorts

·        Convention Hotels

·        Motels and Motor Hotels

·        Condominium Hotels

·        Residential Hotels

·        Casino Hotels

·        All-suite hotels

 

·        Characteristics of Hotel Management

 

·        Characteristics of Resort Management

Ø      Visitor Market

Ø      Facilities

Ø      Location

Ø      Recreation

Ø      Seasonality

Ø      Personnel Attitude

Ø      Managers and Management

Ø      Corporate or Employer Responsibility

Ø      Employee Housing

Ø      Labour Skills

Ø      Sources of Revenue

Ø      Activity Control

Ø      The Balance Sheet

Ø      Resorts and Traditions

 

Special Considerations in Planning and Development:

Ø      Investment Considerations

Ø      Market Feasibility

Ø      Market Segmentation

Ø      Target Marketing

Ø      Competition Analysis

Ø      Forecasts

Ø      Changing markets

Ø      Resort Financing

Ø      Capital Requirements:

Ø      Investment Risks

Ø      Forms of Resort Ownership

Ø      Shared Ownership Concepts

 

·                    Social Impact:

Ø      Community Relations

Ø      Social Impact Strategy

Ø      Types of Social Impact

 

·                                Economic Impact:

Ø      Employment

 

PTA11 –        AUTOMATION IN TOURISM, HOSPITALITY &  AIRLINES:

(External 75 Internal 25)

Automation in the tourism industry –

An Introduction

The need for information

Information as a resource

Automation in the hotel, airlines and travel business: An introduction to automation with computers and without computers.

 

IATA : Importance, Role , History

Automation in the Airline Industry:

 

Introduction to CRS :

The need for a CRS system

History of the CRS system

Companies providing CRS

Use of the CRS by Airlines and Travel Agents

Benefits and importance of the CRS system to the Travel trade

Basic commands applicable to CRS systems (Galileo)

 

Ticketing process:

Components of a ticket

Types of tickets: Manual ticket/ Automated Ticket/ e-ticket

Role of BSP in ticketing

Details of an automated ticket.

 

PTA12 -         TOTAL QUALITY MANAGEMENT: (External 75         Internal 25)

 

1:  Origin of the Quality Movement

* Historical Development of the Quality Movement

                * Concept of Total Quality Management

* The Quality Gurus

* The Baldrige Quality Award

2. Total Quality Management

                   * Key Elements

                   * Check Pointers

                  

3. The Total Quality Management Tool Kit

                   * Definition of the the Seven Statistical Tools

                      - Pareto Diagrams

                      - Cause & Effects Diagram

                      - Histograms

                      - Control Charts

                      - Scatter Diagram

                      - Graphs

                      - Check Sheets

4. Quality Aspects in a Service Organization

                     *   Why Service organizations are different  ?

                     *   What matters most to customers  ?

                     *   Managing Quality in Service organizations

                     *   Quality Control

                          - Just- in-time concept

                          - Deming’s Principle

 

5. Human Resource Development and Quality Management

                     * Role of HRD,Training and development

                     * Changes related to performances and its measurement

                     * Importance of Frontline staff

6. Building a Quality organization

                     *   Organizing and implementing- Total Quality Management

                     *   Roles in organizational transition to TQM

                         - Small groups and Employee involvement

                         - Teams for TQM.

7.  Benchmarking.

8.  Educating the customers about Quality  .

9.  ISO Series

10. Obstacles  to TQM

 

PTA13 –        MARKET RESEARCH: (External 75      Internal 25)

 

v     What is Marketing research?

v     Components of a modern Marketing Information System

v     Internal records system – order-to-payment cycle, sales information systems, databases, data warehouses and data-mining

v     Marketing Intelligence System – methods of gathering market information, primary and secondary data sources

v     Marketing research system – suppliers of marketing research, the marketing research process

v     computerized MDSS

v     Marketing research system – suppliers of marketing research, the marketing research process

v     Overcoming barriers to the use of marketing research

v     Marketing Decision Support System

v     Forecasting and demand measurement –

The measures of Market Demand

Which market to measure

A vocabulary for demand measurement

§         market demand

§         market forecast

§         market potential

§         company demand

§         company sales fore cast

§         company sales potential

Estimating current demand

§         Total market potential

§         Area market potential

§         Industry sales and market shares

Estimating future demand

Survey of buyers intentions

 

PTA14 –        HOUSEKEEPING IN HOSPITALITY OPERATIONS: (External 75   Internal 25)

 

CHAPTER 1 - ORGANISING THE HOUSEKEEPING DEPARTMENT

 

1.      Housekeeping Personnel

2.      Organizational structure of a large Hotel (Chart)

3.      Importance of Job Description of Housekeeping Personnel

4.      Job Description of:-

Ø      Executive Housekeeper

Ø      Housekeeping Supervisor

Ø      Uniform/ Linen room supervisor

Ø      Night Supervisor, Room Attendant etc.

 

CHAPTER 2 - ROOMS AND FLOORS- PRACTICES AND PROCEDURES

 

1.      Knowledge of rooms

2.      Rules on guest floors

3.      Bathroom cleaning procedure

4.      Reportable matters list

 

CHAPTER 3 - PUBLIC AREA

 

Description of all public areas of large hotel

 

CHAPTER 4 – HOUSEKEEPING PROCEDURES

 

1.      Lost and found procedures

2.      Stains and classification

3.      Cleaning agents

 

CHAPTER 5 – HOUSEKEEPING TERMS

 

PTA15 –        STRATEGIC PLANNING AND MARKETING  MANAGEMENT:

(External 75 Internal 25)

 

1.      CONSUMER BEHAVIOUR - Definition, Factors (Personal, Cultural, Psychological, Social), Characteristics,

     Consumer Involvement In Buying Decision, Buyer Decision Process.

 

2.      DIFFERENTIATION- Definition, Variables (Product, Services, Personnel, Image)

 

3.      BRANDING- Definition, Attributes, Advantages, Dis-Advantages Of Branding To Consumers, Advantages,

 Dis-Advantages Of Branding To Marketers, Strategies Of Branding (Single, Multiple, Mixed,

 Trading-Up & Trading Down, Distributor’s Strategies)

 

4.      MARKET SEGMENTATION- Definition, Basis Of Segmentation (Geographical,Demographic Psychological, Behaviour)

, Patterns Of Segmentation

 

5.  THE PRODUCT, PRODUCT MIX & NEW PRODUCT    

     DEVELOPMENT – Definition, Product Levels, Product 

     Classification, Product Mix & Its Variables, New 

     Product & Classification Hinderence To The New

     Product Development, Stages In New Product

     Development (Idea Generation, Idea Screening,  

     Concept Development & Testing, Marketing Strategy, 

     Business Analysis, Product Development, Test 

     Marketing, Commercialization)

 

6.      ADVERTISING- Definition,Publicity Vs Advertising, Structure Of Advertising Industry, Limitations Of Advertising,

     Advertising Coverage (Geographic,Audience,Demand,Action,Target Or Item Coverage),

      Advertising Copy ,Objectives, Approaches To Copy Writing, Types Of Advertising Copy

     (Institutional, Reason Why,Human Interest,Educational,Suggestive, Expositiository)

 

7.      PUBLIC RELATIONS - Definitions / Key Words, Why Is PR Necessary? Why Does The Government Need PR?

   The Concept Of Public – Internal / External Publics, Comparison Between Advertising And PR, PR Tools – Media And Other Tools, Process Of PR Campaign, PR Plan, Advantages And Disadvantages Of Public Relations, PR In Tourism, Case Studies

 

PTA16 –        CONFERENCES & EVENTS MANAGEMENT:

( External 25             Internal 75)

1.      Event Management- Concept, Conceptualising – creating and developing events – Essentials of Conference/Convention/ trade fairs/ Expos/ Product Launch/ Entertainment Shows/ Sports Events etc.

2.      Event Planning

3.      Event Marketing

4.      Event Evaluation