The Advanced Diploma in Business Administration (Tourism and Hospitality Management) will be particularly attractive to students who intend to embark on a career in the Tourism and Hospitality Industry and who have a keen interest in the industries’ activities. Graduates of the programme could potentially work in a wide range of businesses. The modules secure a solid base for students in the specialized areas identified and make them attractive in terms of competitive recruitment. Further, the programme itself is robust to provide a solid foundation for further academic study for students who are interested in pursuing higher level studies.
ERCI runs its classes on a lecture-tutorial system. The average teacher-student ratio for lectures and tutorials are as follows:
Upon completion of the Advanced Diploma in Business Administration (Tourism and Hospitality Management), students will be eligible for entry into the final year of the Bachelor of Arts (Honours) Business Management (Top Up) (Various specialisations available) programme offered by the University of Greenwich or the Bachelor of Arts (Honours) in International Business Management (Top Up) programme offered by the University of Wolverhampton.
Students undertaking the Advanced Diploma in Business Administration (Tourism and Hospitality Management) programme will be expected to complete 15 modules of academic study over 8 semesters. This programme is available in full and part time modes, and will take 20 months to complete. Full-time students will attend classes 5 days a week on weekdays, while part-time students will attend classes 3 times a week on weekdays and/or on weekends.
ERCTH 201 – Food & Beverage Management
This course is to provide students with the skills and knowledge to supervise and manage the operations of a Food & Beverage outlet in the Food & Beverage department of a hotel. Outlets in the hotel, includes the restaurants, room service, banquet service and even the beverage area such as the bars, lounges, etc. Skills and knowledge obtained is also applicable in a private catering establishment. After completing this course, students will be able to understand what quality is and how to manage it in order to ensure the efficient delivery of quality service to guests. Students will be able to face the challenges that await them and also factor affecting growth.
Graduates will be employed by food & beverage outlets in hotels and establishments, or as food service operators in restaurants, cafés or private catering establishments. There are excellent opportunities for career advancement to middle managerial positions and beyond. The challenge is for students to prepare themselves thought working experiences and by upgrading their managerial skills and knowledge through higher-level related courses.
ERCTH 202 – Marketing Tourism & Hospitality Services
This subject will introduce participants to the development of modern marketing practice and theory in the hospitality and tourism industry. Emphasis is placed on developing an understanding of marketing and branding principles and their applications. In particular the course approaches marketing not only as a functional area of an organization but also as a philosophy of doing business.
ERCTH 203 – Accommodation Services
The subject has been developed as an introductory study to the areas of Accommodation services to provide participants with a sound foundation of working in, or preparing to work in a wide variety of business sectors related to hotel, hospitality, leisure, tourism and care occupations. People not currently in work but seeking employment will also find the programme of value, as assessment is based on case study information that eliminates the need for current employment. The programme is most suitable for people wishing to broaden their range of skills in providing services to guests and clients, and for gaining an accredited award for those skills.
ERCTH 217 – Front Office Management
This module provides students with an opportunity to understand the full operational aspects of the hotel / lodging establishment. By having acquired Front Office management knowledge, it gives the students the abilities and capabilities to resolve issues that may arise in the working relationships between departments. Front Office Operations Management describes the operations and procedures involved in managing the Front Office area of a hotel lodging establishment. In this module, it is designed to provide students with a better understanding of the various topics covering Front Office, Housekeeping, Reservations and Night Audit departments. It will also develop an understanding of how these departments relate to the Front Office and how they operate to enhance the guest experience and encompass hands on experience of Fidelio Opera front office system.
ERCBA 101 – Business Communication
This module focuses on the key business communication skills necessary for effective and efficient operations in today’s complex business environment. Students will be introduced to basic communication concepts and principles, and will develop an understanding of the importance of both verbal and non-verbal communication skills. Students will have opportunities to apply their newly acquired communication skills in small and larger group settings and in creating effective documents appropriate to different business contexts.
ERCBA 102 – Principles of Management
This module explores the processes and functions of management. Students will be given the opportunity to explore traditional and modern management theories and the Planning, Organisation, Leadership and Control (POLC) approach to management. The module will promote an understanding of management from a holistic perspective and will examine local, international and global management practices.
ERCBA 104 – Human Resource Management
In tod In today’s complex economic & social environments, it is important to manage human resources well in order to build an enriching work environment and an effective and organization. This course provides the basic concepts of human resource management that are useful all employees and managers.
ERCBA 105 – Principles of Accounting
This course aims to provide students with a solid foundation in the dynamic and growing field of accounting. Students will be introduced to the double-entry bookkeeping and the process of completing the Accounting cycle. Cash, Receivables, Inventory system, and Fixed Assets will be discussed in details in this course.
ERCBA 106 – Principles of Finance
This is an introductory course of corporate finance. Students who aim to have some knowledge in financial management will learn some basic concepts of investment decisions and financing decisions. Acquiring the right decisions today will determine the success of the business in the future. The students will also be introduced to some market players and various types of financial instruments. Furthermore, how to estimate the intrinsic value of the financial instruments will be another challenging part of the course.
ERCBA 108 – Principles of Marketing
This module will introduce students to key basic concepts in marketing and will focus on critical competitive strategies for generating and meeting customer satisfaction. Additionally, the module will focus on the activities used to implement marketing strategies created to meet customer needs and expectations.
ERCBA 110 – Supply Chain Management
This module aims to equip the students with key skills and knowledge required to perform effectively in a supply chain management environment. To meet the growing importance of supply chain, the module also aims to equip the students with in-depth understanding and broad-based knowledge on logistics and supply chain management.
ERCBA 207 – Customer Relationship Management
This module enables students to understand and acquire basic customer service skills that are necessary for the promotion of customer satisfaction. The course promotes competency in terms of information exchange, active listening, relationship building, complaint handling, meeting customer expectations and promoting loyalty through ongoing classroom activities and discussions. This course covers customer relationship management (CRM) and customer driven, market–based management practices that assist an organisation in attracting customers whilst sustaining profitability. Students will learn the skills to utilise CRM more accurately in evaluating the market place; evaluate competitors and determining the lifetime value of the customer.
ERCBA 210 – Principles of Economics
This course provides students with a general knowledge of the basic microeconomics principles and macroeconomics policies and to relate these to the major economic institutions that forms the backbone of a country’s enterprise system. It helps students gain a better understanding and the ability to analyze important microeconomics and macroeconomics matters that affect their daily lives. Principles of Economics will serve as an important step toward a student’s plan for advance study in Economics.
ERCBA 211 – Business Ethics & Social Responsibility
This module is designed to provide students with an appreciation and understanding of business ethics and corporate social responsibility. From the time the Enron Corporation collapsed in 2001, business ethics, corporate governance and corporate social responsibility has seldom strayed from the front pages of the press. The aim of this subject is to ensure students incorporate an ethical framework when making responsible business decisions. Students who master the knowledge and skill of integrating business ethics into their decision making will find this subject very useful for future growth of their respective organisations.
ERCFP 001 – Industry Project
This module aims to develop a project concept, partnership and plan. Students will work with a designated lecturer to supervise them during the process of doing this project. The project undertaken is with an industry partner. Project students are expected to utilize their learning throughout the course of core units and specialization. By the end of this module, students will be able to identify issues, propose solutions, utilize skills developed during the whole program and inter-disciplinary teamwork. The students will learn to present and advocate, in written and oral formats, a project concept and plan for development and production. In addition, they will learn how to evaluate challenges affecting practical implementation of their learning.
Intakes for the Advanced Diploma in Business Administration (Tourism and Hospitality Management) programmes are available 5 times a year. All applications should be submitted to ERCI no later than 1 month before the commencement date.
Courses are assessed by a combination of coursework, practical assignments and examinations. Unless otherwise stated, all modules within the Advanced Diploma in Business Administration (Marketing and Sales Management) programme are assessed based on the 3-3-4 framework: 30% on examination, 30% on individual assignment(s) and/or class tests, 40% on group assignment(s) and/or class participation.
All applications are subject to the Institute’s assessment of eligibility for entry into the programme.
Students must pass all prescribed modules in the Advanced Diploma programme with a minimum grade of P (Pass).
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Yen has a proven track record in various key business development & marketing roles involving evolution and change management. Her pilot roles in various media organisations of Cable TV (Singapore Cable Vision), Regional TV (MTV), Internet Advertising (China.com) and Digital Music (Soundbuzz & Motorola) at their nascent stages is a testimonial of her experience and expertise of driving businesses whilst embracing new technology. Her acumen and passion are evidenced in multiple “first to market” products and projects she has been involved in cutting across from media to digital products. Always pushing the concept of creative solutionism while building strong relationships with customers has translated to dynamic growth for the various companies. Being an ardent believer in change management to stay on top of ever changing economies, her current role as Group Chief Executive Officer of ERC Holdings sees interesting forays leveraged on her experience.
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