2. 2
INTRODUCTION
Kenya Utalii College is a Hotel and Tourism Training Institution established in
1975. The College’s mission is to develop a highly qualified Human Resource
Base for the Hospitality and Tourism Industry through Training, Research
Consultancy and other related services.
Over the years, the College has established itself as a centre of excellence in the
field of Hospitality and Tourism training. The recent award of ISO 9001:2008
Quality Management Systems Certification on Education, Training, Research and
Consultancy in Tourism and Hospitality, is an achievement that indicates the
institution’s effort in repositioning itself to continue setting the trend in training
for the global Hospitality and Tourism. Besides its international recognition, the
College is a member of the following organizations:
United Nations World Tourism Organization (UNWTO)
International Hotel and Restaurants Association (IH&RA)
International Association of Hotel School Directors (EUHOFA)
International Association of Scientific Experts in Tourism (AIEST)
Council on Hotel, Restaurant and Institutional Education (CHRIE)
American Hotel and Motel Association (AH&MA)
Travel and Tourism Research Association (TTRA)
World Association for Professional Training in Tourism
(AMFORT/WAPTT)
International Air Transport Association/United Federation of Travel
Agents Association (IATA/UFTAA)
International Fabricare Institute (IFI)
Association of Hospitality and Tourism Schools in Africa (AHTSA)
International Association of Hotel School Directors (EUHOFA)
MANAGEMENT DEVELOPMENT PROGRAMMES 2014
Kenya Utalii College offers a wide range of Management Development
Programmes which vary from year to year according to industry needs. The five
day modules are held at the College during the month of June while Customized
In-House Programmes are held throughout the year on special arrangements.
In 2014, applicants will have a choice of one module from two modules offered
concurrently in each week as shown in the schedule below:
3. 3
MANAGEMENT DEVELOPMENT PROGRAMMES: YEAR 2014
SCHEDULE
DATE PROGRAMME PROGRAMME
9th
to 13th
June, 2014 Eco-Marketing:
Strategies for a
Competitive Advantage
in the Tourism Industry
Towards Customer
Centered Culture in the
Service Industry
16th
to 20th
June, 2014 Globalization: Impact
on Sales and Marketing
Human Capital
Management skills for
Non- HR Managers
23rd
to 27th
June, 2014
Terrorism Threat
Management in the
Hospitality Industry
Entrepreneurship and
Intrapreneurship
innovation in hospitality
& Tourism Industry
30th
June, to 4th
July,
2014
Marketing and Change
Management in Food &
Beverage Operations
E – Tourism, Social
Media & Data
Protection in the
Hospitality and
Tourism Industry
4. 4
PROGRAMME DESCRIPTIONS
1. ECO-MARKETING: STRATEGIES FOR A COMPETITIVE
ADVANTAGE IN THE TOURISM INDUSTRY
COURSE DESCRIPTION
Green, environmental and eco-marketing are part of the new marketing
approaches which do not just refocus, adjust or enhance existing marketing
thinking and practice, but seek to challenge those approaches and provide a
substantially different perspective. One of the biggest challenges facing the
Tourism industry is the fact that no one is quite sure what constitutes a green
or eco-product. With no agreed-upon standards, the tourism industry is left on
its own to evaluate their products and determine the best way to communicate
their green features. Although some are doing a better job than others, the
course will expose more innovative ways of creating consistent standards that
are understood by the customer base. The five day programme will expose
participants to eco-marketing approaches which seek to address the
differential fit between marketing as it is currently practiced and the
ecological and social realities of the wider marketing environment. By
engaging in these sustainable activities, participants will be exposed to
developing of new tourism product that is in line with the green market.
Ultimately, participants will not only be inspired about the potential of eco-
marketing to generate business growth but will be able to feel better about
themselves and their career as they help improve the health of their customers
and that of the entire planet.
COURSE OBJECTIVE
The course aims at creating sustainable marketing strategies that will
improve the ecology and economy of marketing through green back-
end business practices, interactive social media marketing techniques,
and the formation of partnerships and linkages with environmentally
responsible, eco-conscious entrepreneurs...
5. 5
Participants will be able to integrate activities that go above and
beyond traditional marketing by promoting environmental core values
that will assist consumers associate these values with their company
or brand. Participants will therefore appreciate the importance of a
brand that engages consumers on green issues but which will be
perceived in the market as being green.
Participants will be able to appreciate that marketing and operating a
green business is not only good for the environment but good for their
financial bottom line because conserving resources and cutting down
on waste saves money.
Participants will learn how to work out the best way to brand,
package, describe, display, and advertise green products.
Participants will share the steps they are taking to continually
improve their eco-friendly and sustainable focus.
AREAS OF FOCUS:
Eco-products: Emerging Trends in the Tourism Industry
Eco-marketing: the 4Ps Marketing Tool
The effects of Eco-marketing: Consumer Trends, Drive and
Profit
Sustainability Branding: The Green Marketing Rules
Sustainable Brands: Strategies, Tools and Inspiration
The Green Marketing Strategies
Online Green Marketing Strategies for an Eco-Friendly
Tourism Industry
Eco-marketing Solutions : Case Studies
Vision 2030: Mapping Out the Eco-products
Target Groups:
CEOs, Hotel Managers, Sales & Marketing Managers, Operations Managers
6. 6
2. TOWARDS CUSTOMER CENTERED CULTURE IN THE
SERVICE INDUSTRY
1.0 COURSE DESCRIPTION
Customer centered culture in the service industry is a new paradigm shift in
Management. It takes a holistic approach to business in the service industry:
Hospitality, tourism and other sectors. Its core principles are embedded in
Service Management as discipline area.
Customer centered culture is critical in the service industry because of
globalization, higher level of education, mobility and the new type of
tourist of the 21st
century who demands service, experience and
memory making in their pursuit of vacation. The dynamic nature of the
service industry requires dynamic, creative and innovative way of
doing business because it is no longer business as usual.
1.1 COURSE OBJECTIVES
This course intends to re-orient our management principles of the 20th
to the
21st
century dynamic industry. It will explain the service management
principle of triple bottom line as it applies to customer services. It will discuss
service quality as customer service strategy. It will also look at case studies
from customer centered culture organizations in the world, region and Kenya.
Being customer centered organization is a new way of maintaining your
position as a service industry player and gaining competitive advantage
.
1.2 KEY BENEFITS
This course aims at helping the managers understand and appreciate service
Management principles and applying them in finding solutions to challenges
in customer service delivery, positioning your organization on the correct
market segment and beating competition through customer loyalty and quality
products
1.3 FOCUS AREAS
Creating a Customer Centric Service Strategy
Revolutionizing a Customer Management Strategy for Improved Bottom
Line Results
7. 7
Delivering Service Excellence Through Understanding Customer
Segments & 21st
Century Tourist
Coping with Dynamics through Customer Service Excellence in
Hospitality and Tourism
Case Studies
1.4 TARGET GROUP:
Hotel Managers, Sales & Marketing Managers, Operations Managers, F&B
Managers, Finance Managers, Human Resource Managers, Rooms Division
Managers & Managers from Allied Industries..
8. 8
3. GLOBALISATION: IMPACT ON SALES AND MARKETING.
COURSE DESCRIPTION
Globalization has continued to impact on the tourism industry, as a major
world business, and more especially in the provision of hotel product and
services. One can conclude that the globalization in the hotel industry has
gained importance over the years. Tourism and hospitality Industries are
inexplicably linked to global economic, social, environmental, and political
trends.
COURSE OBJECTIVES
At the end of the course, the participants will be able to:
(a) Understand globalization and its effects on the hotel business.
(b) Apply technology in the reservation, hotel payments and other
hotel operations.
(c) Identify the global customers’ values attributes and their loyalties.
(d) Identity product and services dimensions in the global market.
(e) Explain the strategies hotels take to create a global brand.
(f) Understand the effect of globalization on marketing of hotel
products
AREAS OF FOCUS
General overview on Globalization.
Global Customer values and attributes
Product and Service dimensions in the Global Market.
Potential of Technology in hotels sales and Marketing
Strategies in building a global brand
Standardizing or not to standardize the hotel product.
Case Studies
TARGET GROUP
Front Office Managers, Reservations Managers, Room Division Managers,
and sales and marketing managers.
9. 9
4. HUMAN CAPITAL MANAGEMENT SKILLS FOR NON- HR
MANAGERS
1.0 COURSE DESCRIPTION
Organizational performance comes from productive and well-managed teams and
individuals. Team leaders are increasingly taking charge of HRM responsibilities,
the more reason they need the understanding of HRM best practice in order get
the best out of their team, avoiding pitfalls along the way.
It is an established fact that majority of the Non-HR Managers are technically and
operationally sound. They always share the same thought that, HR Department is
the BEST department to help them in HR issues. If the Non-HR Manager can
handle the HR issues by themselves, it will be a lot more cost effective.
Successful leaders are able to:
Build a good working relationship with their staff - they need to lead,
listen, ask, communicate, be fair, respond to suggestions and deal with
problems
Help and support employees to take more responsibility for how they do
their jobs by coaching and guidance
Build effective and productive teams
1.1 COURSE OBJECTIVES
By the end of the training, participants will be able to:
Perform Key HR roles in their capacity as Departmental Leaders.
Motivate and inspire their subordinates without any Monetary
Commitment.
Implement the critical areas of HR management
Build a good working relationship with their staff
Help and support their employees
Drive up individual and team performance as well as build effective and
productive teams
Assess and appraise performance and develop an action plan to improve
performance
10. 10
1.2 KEY BENEFITS
This exciting new program will:
Allow participants to explore a complete overview of HR Management.
A highly practical approach will also enable participants to focus on
issues that impact most on them and their organizations.
Equip Non-HR Managers arm with the generic HR knowledge and skills
in order to deal with their daily departmental HR matters, such as
handling workers with attitude problems, low morale as well as poor
performers, among others.
Provide the essential practical knowledge and a tool to enable leaders to
skillfully tackle HRM issues themselves in order to succeed in today’s
dynamic workplace.
1.3 FOCUS AREAS
Management’s HR responsibilities
Human resource management
Recruitment and selection
Managing a unionized environment
Handling discipline at work place
Managing the team’s performance
Building the capacity of individual team members
Managing employees with the legal framework
Manager’s role as a motivator
1.4 TARGET GROUP
Non-HR Managers/ Departmental/Sectional Heads who are expected to play
a more effective HR role in managing their department.
Team leaders who need to gain a better understanding of the implications that
HR Management practice has on their day to day decisions
11. 11
5. TERRORISM THREAT MANAGEMENT IN THE HOSPITALITY
INDUSTRY
1.0 COURSE DESCRIPTION
Terrorism today, more than ever before, is viewed not only as a global security
threat but also a threat to global business. Tourism and hospitality industry being
the world largest global business in the world remains a soft target for terrorism
attacks.
Terrorism has become the worlds most important and debated security issue
affecting domestic and international security and businesses. The changing
nature of Terrorism threat requires an understanding of the complex issues
involved in developing effective counter measures.
Security being a collective responsibility,; this program is designed to give an in-
depth analysis and understanding of the terrorism threat from a global and local
perspective to all front line managers in the hospitality and tourism industry.
1.1 COURSE OBJECTIVE
By the end of the program, the participants should be able to
understand the phenomenon of modern terrorism
carry out threat assessment and management
identify suitable techniques for securing business premises and other
assets
examine the growing range of IED’s as the terrorist weapon for choice
understand Kenya policy on counterterrorism and prevention of terrorist
Act 2012
1.2 FOCUS AREAS
To achieve the above objectives, the program will focus on the following areas.
Global terrorism and its impact on the industry
threat assessment and management
Risk reduction measures to reduce the threat you face
incident management and planning
Mitigation of the impact in case the event occurs.
crisis and business continuity planning process (BCP’s)
1.3 TARGET GROUP
Security managers and non- security frontline managers responsible for day to
day operations in the hospitality industry
12. 12
6. ENTREPRENEURSHIP AND INNOVATION IN HOSPITALITY
& TOURISM INDUSTRY
1.0 COURSE DESCRIPTION
An entrepreneurial approach is just as relevant and important in hospitality and
tourism as in other sectors. The industry can be regarded as archetypal
entrepreneurial industry.
Entrepreneurship process is critical to the hospitality and tourism sector,
due to rapidly changing consumer demands and expectations, constant
innovation by businesses is vital to meet and, hopefully, exceed these
evolving demands and expectations. Entrepreneurship has since been
recognized as an important force behind success in any industry. This is
particularly so in the dynamic and rapidly evolving industry such as
hospitality and tourism throughout the world.
1.1 COURSE OBJECTIVES
This course intends to explore some of the new trends in entrepreneurship as they
relate to strategic vision, operational and organizational changes, and marketing
tactics in the hospitality and tourism in Africa. It’s in this realization that the
industry players embrace the entrepreneurial approaches and innovation in the
development of new concepts and initiatives to gain a competitive edge as they
realign their brand vision and identity.
1.2 KEY BENEFITS
This course aims at helping the managers understand and appreciate
entrepreneurship concepts and apply them in finding solutions in customer value
delivery, profitability and new venture formation in the industry in this
competitive business environment.
1.3 FOCUS AREAS
Entrepreneurship and Intra-preneurship in Hospitality and Tourism
Entrepreneurship Concept and Processes.
The emerging issues and trends in Entrepreneurship in Hospitality and
Tourism
Entrepreneurial Motivation in Hospitality and Tourism
Service innovation and service gaps in Hospitality and Tourism
13. 13
Integration of Entrepreneurship and Strategic Management in Hospitality and
Tourism
Role of Hotel design and entrepreneurial success in Hospitality and Tourism.
Investment Appraisals by Entrepreneurs in Hospitality and Tourism
1.4 TARGET GROUP:
CEOs, Hotel Managers, Sales& Marketing Managers, Operations managers, F&B
Managers, Finance Managers and Room Division Manager.
14. 14
7. MARKETING AND CHANGE MANAGEMENT IN FOOD &
BEVERAGE OPERATIONS
1.0 Course objective:
The course aims to familiarize participants with a comprehensive understanding
of the problems and issues that hospitality industry is currently facing. This
course will enable participants to apply management and marketing principles
and resolve difficult issues in the industry.
1.1 Course Description:
Today as never before organizations are faced with a rapidly changing
environment and the challenge therefore, is for Food &Beverage managers is to
respond and adjust to changes taking place. Marketing and change management is
playing a key role in addressing some of these challenges and even helping
hospitality organizations remain competitive. The programme will cover selected
topics relevant for Food and Beverage operations such as;
1.2 FOCUS AREAS
Industry overview and analysis of F & B products
New products and Innovations in Food and beverage products
Managing organization Change management process
Using internet and social media networks to increase market share
Developing and adapting effective marketing strategies for F & B
products
Upselling and loyalty schemes for F & B operations
1.3 TARGET GROUP
Operations Managers, Food and Beverage Managers, Restaurant Managers.
15. 15
8. E – TOURISM, SOCIAL MEDIA & DATA PROTECTION IN THE
HOSPITALITY AND TOURISM INDUSTRY
1.0 COURSE DESCRIPTION
The course examines the current e-tourism trends in the hospitality industry. It
covers use of comprehensive communication media which is competitive and
meets customer needs. To increase competitiveness, hotels need to develop a
social media plan which can be used to develop a one to one relationship with
their guests. There are endless opportunities at the helm of marketing and
communication strategies in the hotel sector for the creative mind. This has also
placed the hotels as a soft target for hackers wanting to steal guest data.
Therefore, there is need for solid security measures to protect data through online
booking tools and when using credit cards within the actual hotel.
1.1 COURSE OBJECTIVE
At the end of the program, you will be able to develop a better strategy that will
enable you take full advantage of the emerging opportunities to achieve
sustainable competitive advantages in the future. You will also:
Understand the current e- tourism trends
Learn how to apply continuous innovation in using intelligent e-Tourism
applications
Understand the sources of competitiveness for hospitality industry.
Explore how hoteliers can promote their brand name.
1.2 FOCUS AREAS
The major topic areas to be covered by the end of the program are:
E –tourism trends and innovations in the digital era.
Opportunities, strategies , risks, and challenges involved in e-tourism
Effective social media integration for hospitality and tourism industry
Data security
Your ethical and legal obligations in safeguarding confidential data
Online advertising and Search Engine Optimization
Hospitality decision making and information systems
1.3 TARGET GROUP
Front office Managers, Reservation Managers, Finance Managers, Tour
Consultants and Managers.
16. 16
PROGRAMME COSTS
1. ACCOMODATION
Participants are advised to make their own accommodation arrangements.
2. INTERNATIONAL PARTICIPANTS
The cost for tuition will be as follows:-
One Programme US$530.00
Two Programmes US$1030.00
Three Programmes US$1500.00
Four Programmes US$2030.00
These costs include the Programme fee, Programme materials, lunch, mid-
morning tea and afternoon tea.
3. KENYAN PARTICIPANTS
Non-levy paying establishments will be charged a non-resident fee of
Kshs.18,000/ per module.
4. TAXATION
All charges are exclusive of 16% VAT.
5. APPLICATION PROCEDURES
The application procedure begins with the completion of the enclosed application
form. Companies sending more than one employee may make photocopies of the
application form to facilitate individual employee application.
Application forms should be submitted by 17th
April, 2014.
6. DEPOSIT
International participants will remit a deposit of US$ 205 to confirm participation.
This amount is deductible from the programme fee. The deposit should be
received by 30th
April 2014. Bank draft should be payable to KENYA UTALII
COLLEGE.
17. 17
7. CANCELLATION
If a potential participant is not able to attend the programme(s), a refund of the
deposit less a cancellation fee will be made as detailed below:-
International Participants
60 or more days before programme date US$ 25.00
30 to 59 days before programme date US$ 85.00
15 to 29 days before programme date US$ 175.00
Less than 15 days before programme date No refund
GENERAL INFORMATION
Location
Kenya Utalii College is located approximately 8 km from Nairobi’s city centre,
off Thika Road. The College is about 40 minutes drive from the Jomo Kenyatta
International Airport and 15 minutes drive from the City Centre. Taxis are
readily available at the Airport.
Weather
Although the long rains extend into the month of June, the climate is relatively
warm. However, carry some warm clothing in the event of a chilly night.
Average temperatures during this period are about 21o
C.
OUTREACH PROGRAMMES
The College also offers standard and customized outreach programmes anywhere
on the continent. Information on these programmes is available from the College
on request.
For more information contact:
The Head of Admissions and Industrial Training
Kenya Utalii College
P.O. Box 31052, NGARA-00600, NAIROBI, KENYA
Tel: 254-2-8563540-6, 8561201/2/7, 8561985/8 Fax: 254-2-8560514
Email: industrialtraining@utalii.co.ke
Website: www.utalii.co.ke
