Some of the Core Courses offered in the MSc in Luxury Hospitality and Event Management Program
Please note that this list is not exhaustive and subject to change
This course is designed to provide the students with a general understanding of the dynamics of the lodging industry, and specifically the operations and management of today’s modern hotels.
It provides conceptual and practical tools to position the destination in the high end of the market and to develop luxury touristic products.
On the Hospitality side, the course will also help the students to understand the tourism system as a whole, and how to create successful commercial synergies.
It will provide a clear understanding of how to define successful Hotel Sales and Marketing strategies by identifying the right tools, channels, target clients and markets, and how to operate in the new Travel and Tourism era.
The course will also focus on what coherent sustainable responsible tourism means, and why ethics in tourism is fundamental
Students will gain the knowledge needed to understand the five stages of event management (research, design, planning, coordination, and evaluation) and will learn how to manage time, suppliers, and human resources effectively.
This course will also introduce students to key public relations and advertising skills – from writing press releases and dealing with diverse media and pitching for campaigns – as well as academic approaches to
the subject. Focusing on the roles and trends of PR agencies practices in the luxury and lifestyle sectors for a good pragmatic approach in today’s competitive market place
The course will provide “state-of-the-art” tools to analyze the structure of a business idea. Students will understand how to develop the value proposition of a business idea, through a clear view of the strategies used to compete in global markets.
Underlying the approach of this course is the “service perspective”. To be competitive, firms need to understand their selected customers’ total needs to design and deliver the core solution: the pertinent package of goods and services. But beyond that, the solution should also include other relevant billable, and non-billable services. In this service perspective, the role of service components in building and maintaining customer relationships is fundamental and strategic, and sustainable competitive advantage can only be created by understanding and meeting every element of the individual customer relationship over time.
Professional Immersion
The MSc in Luxury Hospitality and Event Management program ensures a continuous link between the academic curriculum and the Business world by working with major industry players.
We regularly offer to our Master students:
- Attending professional guest lecturers and series of CEO conferences on campus (Chloé, Bulgari Hotel, Façonnable, JWT, Parmigiani, Mauboussin, Gucci, Fraser Yachts, Wally, YSL, Sergio Rossi, to name a few).
- Attending the most important luxury-related events (Car show in Geneva, Monaco Yacht Show and Luxe Pack in Monaco, TFWA in Cannes, Fiera del Mobile in Milan, International Jewelry Show in Valenza, Luxury Briefing conference in London, to name a few).
- Participating in field trips to reinforce understanding of professional expectations. Students visit major firms or industrial plants in European capitals (L’Oréal, Hotel de Crillion Paris, Louis Vuitton, Valentino, Silversea Luxury Cruiseline, Bulgari, Gucci, Ermenegildo Zegna, Azimut Benetti Group, Fendi, Bulgari Hotel, Safilo, Ralph Lauren, Roberto Cavalli, Stefano Ricci,…), having the chance to go straight to the main source of the information.
- Employer Branding presentations inviting HR managers communicating on their companies’ values and strategies, and interested in recruiting talents.

Alumni Testimonials
My luxury hospitality program at the IUM was not only an academic program, it was an experience needed for me to enter my professional career. An Arabic proverb says “Ask the experienced rather than the learned” and this is what the IUM offers in its programs. The selection of the lecturers is based on the path and experiences they have had, which makes the learning process easier.
Last but not least, the networking skills the IUM allows you to develop in its multi-cultured atmosphere made me excel in my hospitality career.

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