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International Executive Master Program in Hospitality Management (EMHM) - Intake 2018 in HCMC
Start time: 12/11/2016


The Asian Institute of Technology in Vietnam (AIT-VN) in collaboration with the Salzburg University of Applied Sciences (FHS - Austria) offer the Executive Master Program in Hospitality Management (EMHM) in Hanoi for professionals, executives and entrepreneurs currently in or about to take on a management position in the field of hospitality industry, including hotel industry, MICE organizer, restaurant and resort, tour operator and travel agency, ticketing, and aviation.

The EMHM is a postgraduate master program focusing on Vietnam’s tourism and hospitality industry. The Program combines essential knowledge in general management and topics specific to the field of hospitality management. It features a strong practical orientation which gives you a chance to develop and sharpen your skills. The program will help improve your confidence in problem analysis and decision making as you assume positions of responsibility in the hospitality industry.

The first intake of International Executive Master Program in Hospitality Management (MHM) has been successfully completed in June 2013. The first Intake of the Program had 15 participants from Saigon Tourist Holding Company, Continetal Hotel, Hue Morin Hotel, Sai Gon- Cam Ranh JSC, Viet Trail Travel, Orient Horizon and some other companies/hotels in Ho Chi Minh City, Binh Duong, Hue and Kien Giang.

The Program has received positive feedback from participants about the updated knowledge and practical teaching method of the Program, which effectively helps participants access modern management knowledge in hospotality industry. As a result, the thesis showed a lot of new management ideas and renovations generated from knowledge delivered in the Program. All this encouranges us to multiply the Program to meet the increasing needs of human resources in tourism industry.

AITVN is very pleased to announce the EMHM Program Intake 2016 in Hochiminh City will be opened on 12 November 2016


Unique program feature

• International Accredited degree awarded by Salzburg University
• Course delivered by outstanding international European faculties of the field
• Flexible teaching hours: at weekends and in the evenings
• 7 modules in Hochiminh City and 2 modules and study tours in Austria and Germany

Students are required to do group/individual presentations, assignments, projects, and/or conduct study–tour depending on the requirements of each module. Students also take the examinations/ presentation after finishing each course.

Teaching schedule

The lectures are carried out on weekends and evenings of weekdays in Hanoi. Each 78–hour module happens every 6 weeks, consisting of 39–hour–in–class lecture within 9 consecutive days, 39–hour–online learning under the supervision of professors of FHS and assignments.

Number of students: 30 students (at most) for one class.

Teaching medium: English

English requirement

AIT is an international institute with English as the sole language of instruction. Admission to AIT requires proof of English language proficiency which may be satisfied in any of the following:

IELTS:                 6.0
TOEFL paper:       500
TOEFL iBT:          61
AIT Test:             6.0

Admission schedule

Deadline for application: 30 September  2016
Interview Session: April 2016 - September 2016
First module: 12 Novermber  2016

Entry requirement

To be eligible for admission to the professional master's program, an applicant must:

  1. Hold a Bachelor degree or its equivalent, in an appropriate field of study.
  2. Have good command of English
  3. At least two years of working experiences

To apply for admission, an applicant must submit to AITVN:

  1. A completed AIT application for admission form;
  2. An attested copy of university degree (in English);
  3. An attested, detailed official student transcript or marks certificate written in English;
  4. A certificate of English language proficiency.

Tuition fee: VND 340 million (excluding fee for meals and visa fee in field trips)

1st installment: VND 157 million
2nd installment: VND 134 million
3rd installment: VND 52 million


Prof. Eva Brucker,
Head of Department, Innovation and Management in Tourism (IMT)
Urstein Sued 1 | 5412 Puch/Salzburg | Austria
Tel: +43 (0)50 2211-1351+43 (0)50 2211-1351 | fax: -1399

Ms. Nguyen Thu Thuy, Program Coordinator
Asian Institute of Technology in Vietnam
B3 Bld, University of Transports and Communications, Lang Thuong, Dong Da, Hanoi
Tel: (+84-4) 3766-9493, Ext. 117
Cell: (+84) 906-657-070 (+84) 906-657-070

EMHM  - Milestones


Opening Ceremony – Dr. Eva Brucker


Opening ceremony – Students of EMHM – Batch 1


Class in Vietnam


Class in Salzburg


Class in Salzburg


Field trip in Salzburg


Field trip in Salzburg


Field trip in Salzburg


Field trip in Salzburg

cook PHO.jpg

Cook PHO in Kavalier - FHS


Field trip in Salzburg


Field trip in Salzburg


Field trip in Phu Quoc


Graduation in Da Nang


  First Anniversary of EMHM01 (2011 – 2013) in Continental Hotel

Come and join us – EMHM 2016!!!

MODULE 1 – HCMC – Nov 2016

Tourism and Leisure System

  • Foundations of Tourism & Leisure
  • The Tourism Products
  • Trends in Tourism
  • Excellence in Customer Service
  • Economics & Business Issues
  • Introduction to Master Thesis


MODULE 6 – SalzburgJuly 2017

Marketing II and Product Development

  • Introduction into Research
  • Project Management
  • Tourism Product Development (Project)
  • eMarketing
  • Market Research
  • Research Methods

MODULE 2 – HCMC – Jan 2017

General Management in Hospitality Industry

  • Business Management
  • Strategic Management
  • Operation Management
  • Business Ethics


MODULE 7SalzburgJuly 2017

Field Study

  • Entrepreneurship & Business Development
  • Cooperation and Network Management
  • Sustainable and Eco-tourism
  • Wellness Tourism
  • Intercultural Management
  • Study Visit


MODULE 3 – HCMC – March 2017

Quality Management

  • Service and Customer Value Management
  • Process and Quality Management
  • Quality Management (Project)


MODULE 8 – HCMC – October 2017

Finance and Controlling

  • Law and Economy
  • Budgeting and Cost Analysis
  • Managerial Accounting
  • Corporate Finance
  • Controlling and Risk Management
  • Revenue Management


MODULE 4 – HCMCApril 2017

Marketing I

  • Marketing Management
  • Marketing Strategy and Planning

MODULE 9 – HCMC – October 2017

Special Issues of Hospitality Management

  • Accommodation Management
  • F&B Management
  • MICE Management


MODULE 5 – HCMC – June 2017

HR Management and Leadership

  • Human Resource Management
  • Managerial Decision–making
  • Leadership
  • Organization Behavior



November 2017 – April 2018



Module 1: Tourism and Leisure System

The Tourism and Leisure System

· Tourism today: a global phenomenon

· Tourism as an interdisciplinary phenomenon

· The development, growth and future of tourism

· The tourism system: The tourist, the origin region, the destination region, the tourism industry

· The tourism product and its characteristics

· Tourism sociology

· Tourism motivation and decision-making process in tourism

· Tourism Organizations: International, national and regional organizations

· Aviation: The international airline industry, regulating the airline industry, managing the airline industry

· Surface transportation issues: Land-based transportation, water-based transportation

· Hospitality management: Characteristics of the hospitality industry, types of tourist accommodation, operational issues

· Touroperator and travel retailing management: The package holiday, dynamic tour operator offers, trends in international tour operator management, problems and future perspectives of the travel agency market, business travel management

· Destination management: Stakeholders in destination management, destination management organizations, pull-factors of a destination, regional destination patterns (Asia, Europe, Americas)

· Visitor attractions: Attractions as a leisure product, different types of visitor attractions, visitor attractions and the customer experience.


· Measurement of tourism: Tourism information system, Tourism Satellite Account, tourism surveys

· Tourism demand: determinants of tourism demand, trends in tourism demand, measuring demand

· Tourism supply: Supply components, the micro and macro supply chain in tourism, the spirit of hospitality and cultural resources, supply trends, matching supply with demand

· Market structure and pricing: Perfect competition (price takers), monopoly pricing (price makers), oligopoly pricing and monopolistic competition (price shapers)

· Forecasting demand: Measuring demand

· Tourism’s economic impact

Module 2: General Management in Hospitality Industry

General Management in Hospitality Industry

· Students know about the business administrative principles (economical, operational, financial balance), the production factors and gross domestic product. They are able to decide about legal forms, mergers, cooperations and know about their characteristics. The location factors are seen as basic entrepreneurial decision-making factors. Students are capable of discussing shareholder vs. stakeholder approaches and therewith issues of business ethics. They are aware of the importance of this topic for their management decisions. Students know about the enterprise as a multifunctional system, understand company management as a decision-making process and are familiar to tasks and concepts of normative and strategic leadership. They know about managerial roles and abilities; the managerial process including planning, organization, leadership, controlling, operative and strategic planning. Additionally, students are capable in judging individuals and their behaviour within the context of the organization in a workplace setting, combining knowledge about sociological, psychological, communicative and managerial topics. Students also know the context of international law, the subjects of international law, types of contracts to deal with in an international context as well as major contracts within the international tourism industry.

Business Management

· Characteristics of business: nature of business, the economic environment of business (economic wants, economic systems, factors of production, objectives in business administration), international environment of business (importance of international business, forms of international business), social and ethical environment of business

· Forms of business ownership: Proprietorship, partnership, corporations, mergers and acquisitions, cooperation/strategic alliances/joint ventures

· Entrepreneurship: the entrepreneur, entrepreneurial decisions (incl. location factors, financial issues)

· Business Ethics: Importance of business ethics, American and European perspective of business ethics, framing business ethics: corporate responsibility, stakeholder theory, corporate citizenship, tools and techniques of business ethics management

Organizational Behaviour

· The organizational context: Definitions, environment, culture

· Individuals in the organization: Diversity, perception, learning, motivation

· Groups and teams in the organization: Interdependence and role relationships, group formation, group structure, groups dynamics,

· Organization structures: elements of structure, organizational design

Strategic Management

· Strategic Management: The role and work of managers, the importance of leadership, leadership styles, the concept of strategy, strategic purpose (vision, mission, objectives, culture), strategic analysis (strategic position), strategic choice

· Operation Management: Developing effective organization, the implementation of strategic decisions, motivation and change management, controlling function, producing services, managing for productivity and quality

International Law

· The nature and development of international law

· The subjects of international law

· The law of treaties: the making of treaties, entry into force of treaties, the application of treaties, invalidity, termination and suspension of the operation of treaties

· International air law

· International travel law

· Hotel and restaurant law

Module 3: Quality Management

While this is a skills-based tourism destination marketing course it will be taught in the context of tourism distribution theory and focus on the areas of destination marketing and its associated components. This will include the development of skills such as writing media releases, brochure development, internet marketing, product development, pricing, packaging, advertising, and the overall management and control of the marketing function in tourism and hospitality organisations. This course is divided into ten topics:

· Destination Marketing

· Designing and Managing Tourism Products and Services

· Pricing Strategies in Tourism

· Channels of Distribution in Tourism

· The Communications and Promotion Mix

· Advertising Mechanisms

· Public/Media Relations and Sales Promotion

· Electronic Marketing and the Internet

· Database and Direct Marketing in Tourism

· Sales Promotion, Personal Selling and Professional Sales

Module 4: Marketing I

Marketing defined

· Marketing process

· Modern marketing

· Marketing and the tourism and hospitality industry

Marketing’s Macro-environment

· The link between Micro and Macro environments

· Marketing controllable and uncontrollable environments

· Stakeholder identification

Marketing Planning Techniques

· Business planning

· Marketing plan

· Defining the current situation

· Identifying opportunities and barriers

Marketing plans: An Overview

· Importance of a written marketing plan

· The elements of marketing plan

· The marketing audit

Understanding Consumer Behavior

· Importance of consumer behavior

· Identifying needs

· Applying consumer theory to tourism marketing

Proposal has to consist of:

· Name of the chosen Hotel/Tourism Company

· Explanation of reason(s) behind your choice

o Determination of the actual stage of tourism development (according to Butler`s PLC)

Marketing Segmentation, Positioning and Targeting

· Market Segmentation

· Market Targeting

· Market Positioning

Product Planning / Pricing strategies

· Tourism’s unique Products

· Core, Facilitating, supporting and augmenting products

· Branding

· Pricing to meet objectives

· Pricing formulas

· New product pricing

· Business tourism marketing- Focus on promoting hotels to the Meetings, Incentives, Conferences and Exhibitions (MICE) market.

Distribution strategies

· Importance of distribution (Place)

· Bring customers to the product

· Distribution channels : selecting

· Types of intermediaries

Marketing tomorrow: trends & sufficiency economy

· Ethical and customer social responsibility (CSR)

· Customer Relationship Market Focus: CRM

· Why Is CRM a big issue today?

· CRM strategies

· Technologies with CRM

Hospitality marketing in the times of crisis

· This sort lecture examines the prominence of catastrophes and crisis in tourism development and discusses methods used to overcome difficult times.

Module 5: HR Management and Leadership

Leadership & Interpersonal Competences

· Difference between management and leadership

· Great leaders in history

· Interpersonal competences are trained:

· Goal-setting

· Active listening

· Delegating

· Motivating

· Crisis management

Human Resources

· Costs of human resources (incl. costs related to hiring and firing)

· Recruiting, selecting, hiring employees

· Job descriptions

· Training employees

· Motivation theories

· Evaluation of staff

· Staff development

· Leading a multicultural team

· Staff scheduling (incl. high season, low season, seasonal workers)

· Team meetings

· Legal Aspects

Module 6: Marketing II and Product Development

Marketing II

· Social Media Marketing

o The social Media Revolution

o Customer experience as chance

o Social Media Monitoring

o Social Media Platforms

o Prospect: Location based services

· Online Marketing

o What is online marketing

o SEM1: Search Engine Optimization

o SEM2: Search Engine Advertisements

o Permission Marketing

o RSS Feeds

Product Development

· Product policy

· What are touristic products

· Elements of Product Development

· Products and services combine…

· Elements of successful products

· Customer Life Cycle

· Creative products are ….. different!

· 6 Steps to a creative Product in Tourism Business

· Company analysis

· Location analysis

· Environment analysis

· Market analysis

· Service Design Analysis

· Product Lifecycle

· Product Portfolio Matrix

· Customer Journey: 6 Stages While Travelling

· Service Chain Management

· Case study: Vietnam

· 12 Steps to Service Design

Module 7: Finance and Controlling

· Framework of financial management: What is financial management – how does it relate to the overall goals of a company?

· Financial markets

· Equity financing: Methods and possibilities of equity financing for quoted and unquoted firms

· Debt financing and finance substitutes: bonds, bank term loans, trade credits, line of credit and revolving credit, factoring, leasing

· Characteristics for financing in the Hospitality Industry

· Capital budgeting techniques – investment decisions: Payback period, net present value, internal rate of return

· Aspects of controlling: General role of Controlling within a firm, typically role of controlling in the Hospitality Industry, strategic controlling and operations management

· Methods and instruments for strategic controlling (overview): Balanced Scorecard, value-oriented management, strategic tools

· Methods and instruments of operations management: Budgeting and forecasting, cash-Flow analysis, break-even calculation and analysis, key performance indicators

· Most important key performance indicators and special characteristics of controlling in the Hospitality Industry

· Relationship between financial accounting and controlling

Module 8: Field Study

Study visit


· The tourism industry and sustainability

o The emergence of sustainability

o Sustainability in tourism

· The tourism industry and sustainability

o Tourism and climate change

o Eco management systems

o Corporate social responsibility

o Cases of tour operators, airlines, hotels

· Destinations and sustainability

o Protected areas

o Visitor management systems

Module 9: Special Issues of Hospitality Management

· Introduction –Hotel products, hotel organisation

· Operations management F&B – organisation

· Kitchen Production planning

· Purchasing – Receiving – Storing – Issuing

· Cost-Effectiveness in F&B

· Convenience and F&B productivity index

· Beverages – Control systems and how to calculate

· Guest quality in F&B departments – 50 quality errors for guests

· Banquet and Mice business – Calculation

· Menu card – Optimisation

· Winner – Loser-Analysis

· Operations management Hospitality

· Pricing – different methods and strategies

· Optimising revenues in hospitality

· Calculation of reductions

· MICE Management

Lecturers’ Profiles
International lecturers with great expertise and high commitment of the field. Some of them are:


Course language: English


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Ms. Nguyen Thu Thuy
Tel: +84-4-3766 9493 Ext: 117
Mobile: 0906 657 070