Hospitality and tourism students get masterclass in The Hague
Educating future leaders in revenue management: Hospitality and tourism students get masterclass in HotelSchool The Hague
Middlesex University teamed up with universities from across Europe to provide a group of tourism and hospitality students with real-life business challenges introducing them to one of the most important methods of market research.
University students from Finland, Germany, Norway, The Netherlands and Middlesex University took part in the ten day, EU funded, intensive programme in the Dutch city of The Hague. The course focused on developing students' understanding of consumer trade-offs in hospitality service products and their financial implications and consequences for competitive strategy through conducting conjoint analysis, a common method of market research.
Three undergraduate and one postgraduate student were selected from Middlesex had the opportunity to participate in the intensive course. The students carried out various revenue management assignments and were asked to provide recommendations according to their particular cases. Through which they were able to acquire skills in knowledge comprehension and evaluation.
Programme Leader for MA International Tourism and Hospitality Management Dr. Lorna Wang said:
"This opportunity has enhanced Middlesex hospitality and tourism students' learning experience and their employability through gaining advanced knowledge and skills as well as working together with a group of elite students from other EU universities.
"The input from other European institutions allowed our students to further develop their expertise on conducting conjoint analysis within the hospitality industry. Especially, highlighting the determination of product attributes and levels, as this is considered to be one of the most difficult aspects of learning conjoint analysis."
Middlesex University London is recognised as one of the few Universities in the UK offering revenue management as a module.