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INTERNATIONALPROGRAMS2017/18
Experience BARCELONA
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CETT-UBCETT-UB is the University of Barcelona’s School of Tourism, Hospitality and Gastronomy
and an international center dedicated to education, research, and knowledge transfer.
In the more than forty years of its existence, CETT-UB has become an international reference
of academic excellence and professional services in the fields of Tourism, Hospitality and
Gastronomy. The institution actively participates in the sustainable development of the
industry, contributing through education, research, innovation and expert knowledge,
highly focused on the personal and professional growth of all who form part of it.
The innovative educational model developed by CETT-UB is an important reference
within the European Higher Education Area (EHEA) and provides a variety of levels of
higher education: undergraduate degrees - associate’s and bachelor’s, master’s degrees,
continuing education for professionals, customized courses for educational institutions
and companies, and study abroad programs for international students. Expert training
through internships can be acquired by forming part of the business units of CETT-UB:
4-Star Hotel Alimara, Àgora BCN International Student Residence, CETT Consulting Firm,
Viatges Century Travel Agency, and Barcelona Academic Services.
10 Reasons to choose CETT-UB 1 Highly specialized in Tourism, Hospitality and Gastronomy
2 Affiliation to one of the oldest universities in Europe
3 Close collaboration with leading experts in the industry
4 State-of-the-art facilities
5 Intercultural environment
6 Available package deals: classes + on campus housing
7 Flexible student-oriented teaching model
8 Facilitated job placement and practical training
9 Official diploma or certificate with a transcript for easy credit transfer
10 Located in Barcelona, one of the world’s leading tourism, economic and cultural centers!
- State-of-the-art classrooms- Fully equipped training kitchens- Demo kitchen classrooms- All senses classroom- A training restaurant and coffee shop open to the public- Sommelier classrooms- Conference rooms and halls- Hotel Alimara****- Àgora BCN International Student Residence Hall- Free WIFI on campus- Resource center
CAMPUS CETT-UB
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CETT-UB has a clear international commitment and as it is located in one of the most dynamic and innovative European cities, it continuously strives to bring the cosmopolitan
spirit of Barcelona into the classroom. The university’s international student body is composed of more than 48 nationalities, bringing diversity and varying perspectives to
classroom discussions and projects.
Group activities and visits are organized to ensure students’ quick adaptation and integration into the Spanish and Catalan society, as well as to increment their intercultural awareness.
ACADEMICSCETT-UB offers a variety of levels of higher education:
Undergraduate Degrees
Graduate Degrees
Continuing Education
Professional Training
Undergraduate and Graduate International Programs
The specializations of the university are Tourism, Hospitality,
and Gastronomy; however, more general tracks of studies such
as Business, Economics, Arts, Languages, Humanities, and
Mediterranean Studies are also available. Programs are delivered
in close collaboration with professors from the University of
Barcelona and professional experts from the industry.
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International Commitment
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PROGRAM
Semester Studies with Locals, Business Track
Semester Studies with Locals, Hospitality Management Track
Semester Studies with Locals, Tourism Management Track
Spanish Language
Food Culture and Culinary Arts in the Mediterranean
Marketing of Services: Successful Sales Management
Cultural and Urban Trends in a Global Environment
Events Management
Development of Professional Skills and Competencies
New Trends in Gastronomy and Cooking
Innovative Design Concepts for Services in Gastronomy and Culinary Businesses
Design & Management of Tourism Heritage Sites
Sports Management: Entrepreneurship Approach
Experience Management
Design & Management of Tourism Heritage Sites
Strategic Marketing in Gastronomy-Related Businesses
Cultural and Urban Trends in a Global Environment
Accommodation
Faculty-led & Custom Programs
Complementary Services
TYPE
Semester
Semester
Semester
Semester
Semester
Summer School
Summer School
Summer School
Summer School
Summer School
Summer School
Summer School
Summer School
Winter School
Winter School
Winter School
Winter School
Services
Services
Services
DATES
Fall/ Spring
Fall/ Spring
Fall/ Spring
Fall/ Spring
Fall/ Spring
July
July
July
July
July
July
July
July
January
January
January
January
PAGE
7
8
10
11
12-13
15
16
18
19
20
22
23
24
27
28
29
30
32-33
34
35
INTERNATIONAL PROGRAMS
Spring: January Fall: September
Spring: May Fall: December
November 30 June 30
June / January
24/30 ECTS
Start
End
Application Deadline
Transcript Release
Credits
SEMESTER STUDIES
WITH LOCALSDue to their four month length, the integrated Fall & Spring
Semester Programs are by far the most popular option among
international students. During this program students have
enough time to get used to a different way of teaching, gain
a better understanding of the host culture, integrate well into
the university environment as well as within the city itself,
and travel to various places of interest across Europe.
Students are fully immersed into the classroom with local
students that are working toward their Bachelor’s Degree
in Tourism. There are currently three tracks available for
international students: Business, Hospitality Management
and Tourism Management, and Tourism, and students are
welcome to select a combination of courses from any of the
tracks in order to suit their educational needs.
Most courses in the three tracks offered to international
students are instructed in English, while others are taught
in Spanish, especially those related to socio-cultural issues.
Students taking courses in Spanish or English must show
proof of acquiring a minimum level of B2 CEFR.
All tracks may be supplemented by the optional course of
Spanish Language. Courses in other languages can also be
organized upon request.
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BUSINESS Track Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.
Courses are subject to change.
Course Title
Business Expansion: Strategies and Models in Tourism Enterprises
Customer Relationship Management and Public Relations
e-Marketing in the Hospitality Industry
Economic and Financial Management in Tourism Companies
Economics in Tourism
Emerging Markets in Tourism and Keys to Competitive Success
Entrepreneurship & Innovation: Business Development Strategies
Fundamentals of Research in Tourism
International Hospitality Management
Law in Tourism
Leadership & Entrepreneurial Development in the Tourism Industry
Market Research
Product Development for Heritage Tourism
Protocol & Events Management
Revenue Management
Strategic and Operational Marketing
Strategic Planning and Financial Management
Tourism Marketing and Communication
Tourism Project Management
ContactHours
30
30
30
60
60
30
30
60
30
60
60
60
30
30
30
60
60
60
60
ECTS
3
3
3
6
6
3
3
6
3
6
6
6
3
3
3
6
6
6
6
Language
Spanish
English
English
English/Spanish
English/Spanish
English
English
English/Spanish
English
English
English/Spanish
English/Spanish
English/Spanish
English
English/Spanish
English/Spanish
English
English/Spanish
English
Prerequisites
Accommodation Management
Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.
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HOSPITALITY MANAGEMENT Track
Courses are subject to change.
ECTS
6
3
6
3
3
3
6
3
3
3
6
6
6
3
3
3
6
3
ContactHours
60
30
60
30
30
30
60
30
30
30
60
60
60
30
30
30
60
30
Course Title
Accommodation Management
Catering in Events Management
Catering Management
Customer Relationship Management and Public Relations
e-Marketing in the Hospitality Industry
Emerging Markets in Tourism and Keys to Competitive Success
Fundamentals of Research in Tourism
Gastronomy
Hotel Organization
International Hospitality Management
Introduction to Tourism and Hospitality Management
Leadership & Entrepreneurial Development in the Tourism Industry
Organization and Human Resources Management in Tourism Companies
Protocol and Events Management
Real Estate Management in Tourism
Sales Management in the Hospitality Industry
Strategic Planning and Financial Management
Web Design & Management in the Hospitality Industry
Language
English/Spanish
English
English/Spanish
English
English
English
English/Spanish
English/Spanish
English
English
English/Spanish
English/Spanish
English/Spanish
English
English
English
English
Spanish
Prerequisites
Hotel Organization
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SEMESTER AbroadSam King -William Angliss Institute- (Melbourne, Australia)“I have integrated so well that I have made friends not only with international students, but also with the local ones and I’m living like a local now. I really do feel like I’m a part of the University. I feel very welcome here and I really enjoy every single minute.”
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TOURISM MANAGEMENT Track Students may combine courses from the Business, Tourism Management, and Hospitality Management tracks to best suit their academic needs. All courses are part of the Bachelor’s Degree in Tourism and Hospitality Management, available both in English and in Spanish.
Courses are subject to change.
Course Title
Accounting in Tourism Companies
Analysis of Tourist Destinations
Cinema and Literature in Tourism
Conference and Event Organization
Enogastronomic Tourism
Fundamentals of Research in Tourism
Gastronomy
Geography and Tourism
Policies in Tourism
SMART Tourist Destinations
Sustainable Management of Tourist Destinations
Tourism and Cultural Heritage
Tourism and Mobility
Tourism Intermediation
Tourism Planning and Development
Tourism Services Companies
ContactHours
60
60
30
30
30
60
30
60
60
30
30
60
60
30
60
60
ECTS
6
6
3
3
3
6
3
6
6
3
3
6
6
3
6
6
Language
English/Spanish
English/Spanish
Spanish
English/Spanish
English
English/Spanish
English/Spanish
English/Spanish
English/Spanish
Spanish
English
English/Spanish
English/Spanish
English
English/Spanish
English/Spanish
Prerequisites
Analysis of Tourist Destinations
SPANISH LANGUAGE
Students may complement their studies in Tourism, Business,
Hospitality and Culinary Arts with the semester-long Spanish Language
course. The course will further their knowledge of the language
and provide them with more tools with which to enhance their
communication while managing life in Barcelona.
Available levels include: Elementary, Intermediate and Advanced,
according to the Common European Framework of References for
Languages (CEFR) and will be determined through a level test.
Placement tests take place online prior to the start of the semester, as
well as an oral interview upon arrival.
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12 ECTS
Spanish
90
Credits
Language
Hours of Instruction
SEMESTERSTUDIES IN CULINARY
ARTSWith regards to the Tourism Industry, gastronomy has become
an asset and a reference over the last few years. At present,
Spain has ascended towards a landmark of global trends,
predominantly thanks to the awareness and leadership of
its chefs. At the same time the food service sector has been
targeting the optimization of its processes and
the intensification of customer loyalty.
The semester-long program of Food Culture and Culinary Arts
in the Mediterranean is specially designed for international
students pursuing a degree in culinary arts as well as for
those pursuing degrees in the social sciences and business.
Course content has been inspired by and extracted from the
Bachelor’s Degree in Culinary and Gastronomic Sciences.
Students will deepen their understanding of food as art,
as well as food as an expression of culture. This hands-on
program allows for students to develop their technical and
theoretical knowledge of gastronomic culture essential for
any professional career in cuisine and an enhancement for
any professional career in the social sciences. Additionally,
students who fulfill the requirements will have the
opportunity to obtain a Certificate in Culinary Arts from
CETT-University of Barcelona.
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Spring: January Fall: September
Spring: May Fall: December
November 30 June 30
June / January
30 ECTS
Start
End
Application Deadline
Transcript Release
Credits
The curriculum for the semester program in culinary arts offers students the opportunity to further their knowledge in the following areas of study.
The course offering is composed of theoretical and hands-on core and elective courses. Students may also obtain the Certificate in Culinary Arts if they so choose.The course breakdown is as follows.
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Food Culture and CulinaryArts in the Mediterranean
6 ECTS
6 ECTS (Hands-on lecture)
6 ECTS (Hands-on lecture)
History of Cooking and Gastronomy
Culinary Techniques and Processes
Production and Tasting of Beverages
GastronomicCulture
CulinaryTechniques
SensoryDevelopment
Tourism, Society and
Business
Compulsory Courses
Gastronomy
6 ECTS (Hands-on lecture)
6 ECTS (Hands-on lecture)
6 ECTS
Traditional Cuisine: from local to global
Sweet Cooking: techniques and formulas
Tourism, Gastronomy and Communication
Elective Courses
Tourism, society and business
3 ECTS
3 ECTS
3 ECTS
12 ECTS
Enogastronomic Tourism
Gastronomy
Experiential Space Design in the Catering Industry
Spanish Language
Any course offered in the Bachelor’s Degree in Tourism
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Certificate in Culinary Arts (30 ECTS)
Culinary Institute of Barcelona by
2 July 20181 July 2019
19 July 2018 / 26 July 201818 July 2019 / 25 July 2019
May 31
Undergraduate StudentsAccreditation of languages: Intermediate Level of English or Spanish depending on the program
Tuition Fee, Visits,Accommodation: double room & full boardOfficial Diploma
4/10 ECTS
English / Spanish
75/90
Courses are subject to change
Start
End
Application Deadline
Eligibility
What’s Included
Credits
Language
Hours of instruction
Remarks
SHORT-TERM PROGRAMS
Offered in summer and winter terms, these 2-4 weeks programs have been
developed in the fields of Business, Tourism, and Hospitality, as well as General
Culture, Sociology and Gastronomy.
Top priority is given to current affairs; all programs include
in-company visits, field trips, and additional training activities.
Programs are instructed in English or Spanish and designed for international students.
At the end of the program students receive an official transcript, which reflects the
courses enrolled, ECTS credits, contact hours, and final grade.
ECTS credits are awarded upon the successful completion of the program.
Customized programs are also available upon request.
Summer School
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Language: English
Courses
Program
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STRATEGIES TO IMPROVE LOYALTY AND REVENUE
Objectives: •Acquiredifferentcommunication techniques in the tourism sector•Practicecommunicationtechniques in the course by designing a communication plan•Introducetheparticipantsto the bases and essentials of the RM techniques and train them in the development of reasoning on key functions (managing demand, price determination, and decision making related to marketing and sales)
Contents:•Branding•Thecommunicationvalue•Corporatecommunication•Communicationchannels•Reputationonline:therole of communication channels influencing customer loyalty •Introduction&RevenueManagement basis•RevenueManagementindicators.
•Electronicdistribution:strategic decisions regarding the choice of appropriate distribution channels•Customercycle
MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION
Objectives:•Contextualizethestrategic plan of a company / a destination •Acquireanddeepenknowledge of distribution channels as part of the marketing mix with a focus on retail trade •Understandtheoverall picture of the distribution, get to know the distribution channels, its characteristics and current trends, address implantation techniques of retail trade and the techniques of merchandising•PresenttheInternetasa distinctive marketing tool to commercialize tourism businesses so as to maximize performance and profits of the hotels. Acquire the key functions to optimize results
Contents:•Marketingofservices•Strategy,themainstep•Internationalmarketing•Keysincommercializationstrategies•Commercializationchannels
Tourism is regarded as one of the key businesses for a vast majority of countries. Its role in the economy forces governments and especially businesses operating in tourism-related fields to continuously rethink their strategies in order to enhance their profitability. In this context, and in order for businesses to maintain their competitiveness, marketing and sales programs are increasingly gaining in importance. Therefore subject areas such as Revenue Management, Communication, Marketing and Sales Management have been further advanced and nowadays represent crucial operation units for enterprises in the tourism business. The program has the intention to successfully lead the participants through the different commercialization paths that are required by the current market situation. The instruments and methods to analyze and develop strategies stand in the center of the lectures so as to provide the necessary tools to adequately react to the need of every market.
Key words: strategy, demand, service, communication, revenue, consumer, distribution channels, price
Marketing of Services: Successful Sales Management
•Forecastinganditsimportance in Revenue Management•CapacityManagement•Pricing
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Language: English
Courses
Program
Examples of professional visits: Official Tourism Office of Catalonia – Catalunya Experience / Barcelona City Hall
•Smartscities,managingthe future•Smartdestinationpillars:economy, governance, quality of life, people, environment and mobility•Innovationandtechnology applied to the new social model
URBAN TRENDS IN SMART CITIES
Objectives: •Showtheimportanceofsocial movement and social networks •Identifyurbaneventsasacatalysts of tourism•Showhowinnovationand technology affect the development of a destination•Discoverhowtomanagea smart destination
Contents: •Citylifewhatmakesit attractive and major tourism destination•Socialmovementsandconsumer behavior•Consumerismintheurban paradise •Majoreventsascatalystsin the urban development of Barcelona•Asportsclubanditscontribution to cultural and identification patterns of a city•Urbanfestivals•Youthandalternativeurban spaces •Globalmigrations:melting in a urban atmosphere
- Pros and cons on the ethics of cultural mediation- Decision makers in the mediation industry- Cultural mediators as perfect intermediaries of cultural proposals- Production and organization of relationships, the functions of mediator•Changingofconsumerspatterns affecting the use of time •Experiencesofadestination in permanent evolution•Thesearchforexperiences•DestinationBranding
CULTURAL TRENDS, GLOBAL VALUES VS LOCAL PATTERNS
Objectives: •Discoverhowculturalinteraction affects local or global behavior•Analyzeglobalizationand its impact on an attraction’s potential •Studyandanalyzethe current functions of the market of cultural mediation •Identifyexperiencesaiming at maximizing leisure time and how this affects patterns of behavior•Usethebrandasastrategical tool
Contents: •Transformationofthetypical leisure behaviour patterns•Productionandorganizationof relationships; social networks•Culturalcreationinthecity•Culturaltrendsinaglobalenvironment •Globalvaluesversuslocalpatterns of behaviour•Theinfluencers•Thefunctionsofculturalmediation:
Tourism has always been a key variable in the development of regions and countries around the world. Its importance to the economy has resulted in a considerable influence on the transformation of cities, the continuous change in consumer habits, and the advancement of the mediation industry. In this context, leisure is emerging as a major field of study in which culture plays a central role, and the experience of culture has transformed into a crucial need. The program aims at analyzing the links between the potential of attractions and the public’s feeling towards continuous development.
Key words: mediation, global, values, experiences, travel, culture, trends, development, smart cities
Cultural and Urban Trends in a Global Environment
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Language: English
Courses
Program
•ManagementofEventsOperations: an integrated approach•ProjectManagement•Events&Designprocess•HumanResourcesManagement: structure, role of volunteering, etc•ManagingOutsourcing
EVENTS LOGISTICS
Objectives: •Structureanddevelopthe communication & marketing plan related to the event•Identifytheroleoftechnologies (social media, etc.) and its potential in the development of successful events•Understandthedynamicsand importance of sponsorship•Providethenecessarytechniques to develop, manage and organize different types of events•Identifythekeyactorsin the events industry and be able to select the most adequate partners for the development of different kinds of events
Contents:•Eventsasacommunication strategy for business•PublicRelations&Protocol•Sponsorship•Eventsandsocialmedia•MediaManagement•Eventorganizers:actors
EVENTS INDUSTRY
Objectives:•Understandthecomplexity and nature of the events industry•Differentiateeventstypology and be able to determine the resources that will be needed for different types of events•Understandthebasicsof fundraising strategies and develop successful campaigns•Beawareofthelegalissues related to the organization of different types of events
Contents:•Currentrealitiesandtrends•Eventstypologyandparticularities •Eventsrelatedindustries and their development: catering, lodging, audiovisuals, transportation, etc.•Eventsinaninternationalframework•Fundraisingstrategies•Doingbusinessinmulticultural environments •Legalissuesineventsmanagement
The industry of events has notably changed in recent years. Not only through the diversification of types of events but also because of their growing complexity, global scale and their impact on overall marketing strategies. In this context, companies are using events as a new promotional tool and also as a key to build awareness.This program has the intention to successfully lead the participants through the world of events, making them understand the keys and difficulties in events planning and management and setting the basis for the development of successful events.
Key words: communication strategy, events operations, fundraising, leisure, sponsorship
Events Management
Course:Titular
Language: English
Subjects
19
Courses
Program
Examples of professional visits: Barcelona Activa
•Studydifferentwaysandacquire practical skills of managing stress•Encouragetheparticipantsnot to be afraid of changes, by conceptualizing it
Contents:•Keycompetencesforcross-cultural communication•Thedangerofoverusingstereotypes•Doingbusinessinamulticultural environment •Strategiestoworkeffectively in a multicultural environment•Whataretheemotions:are they good or bad?•EmotionalIntelligence:definition and significance•Socialcompetencies:empathy, communication, assertiveness•Affectivecompetencies:how to manage emotions, emotional awareness and understanding•Toolsandtechniquesfor developing emotional intelligence: Self Awareness, Self Management, Social Awareness, Relationship Management•Workshoponcontrollingemotions•Stressmonitoring:reasons,symptoms and ways of preventing•Thebasicsofmentoringatwork place
PERSONAL AWARENESS AND THE ABILITY OF ADAPTATION: KEYS TO INTEGRATION IN A PROFESSIONAL CONTEXT
Objectives:•Provideaninsightinto essential cultural differences concerning the communication, behaviour and work styles•Developinterculturalcommunication skills•Acquirevariousstrategiesfor effective working in a multi-cultural environment•Learnhowtoidentifycorrectly one’s emotions and feelings•Understandandinterpretthe feelings and emotions of others in a correct way•Acquirestrategiesforcontrolling impulsive emotions and preventing conflict together with other negative emotions•Improveself-managementand interpersonal relationships•Learntoidentifythereasons provoking stressful situation and atmosphere•Learnhowtogaincontrolover the feeling of stress
•Practicedifferentnegotiation styles•Learntoidentifyandprevent common barriers to communication
Contents:•Leadership,motivation,and performance•Strategies,techniques,and tools for personal development•Howwerelatetoourselves: self-discovery, self-control, self-motivation•Theimportanceofteamwork: roles and situations•Keystohigh-performanceteams•Efficientcommunication:the importance of verbal and non-verbal communication•Newcommunicationtechnology and its management•Communicationtoolsforinterpersonal relationships, the capacity of influence, socialization•Negotiationanditssteps.Strategies, techniques, and negotiation tools•Commonbarriersforsuccessful communication
LEADERSHIP, COMMUNICATION, AND NEGOTIATION: THE ABCS OF PERSONAL AND PROFESSIONAL DEVELOPMENT
Objectives:•Identifytheroleofaleader in an organization•Gettoknowadvantagesand disadvantages of different leadership styles•Practiceandchoosethe most appropriate leadership style•Acquirepracticalskillsindelegation•Improvetheteamworkskills and learn how collaboration can be optimized •Learnthebasicsofasuccessful communication process•Getacquaintedwithvarious communication styles•Understandtheimportance of all types of communication, including non-verbal•Learntechniqueswhich ensure effective communication, such as attentive listening, question-making, giving appropriate feedback
The program is focused on the concepts which are crucial for the successful and constant professional development, such as: efficient communication styles, negotiation techniques, teamwork, leadership skills, stress control, rational organization, creativity and innovation.The main aim of the program is to enable the participants and provide them with the essential tools and strategies to compete in the professional space of the XXI century.
Key words: leadership, communication, management of change, motivation, creativity
Language: English or Spanish
Development of Professional Skills and Competencies
Courses
Program
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CULINARY INNOVATION
Objectives:•Acquirethetechnicalskills necessary to develop from a cuisine based on traditional methods to cutting-edge cooking. Consequently intending to modernize the offer while at the same time adapting innovative technology developments•Analyzenewculinarytechniques applied in haute cuisine•Becomefamiliarwithclassical yet renovated recipes and new interpretations representing current baking trends, so as to aid interested professionals in the analysis, design, and practical application in the field of catering
Contents: •Theevolutionofconsumer tastes•Spanishavant-gardecuisine: textures, liquid nitrogen, froths and foams•Fusionofcuisinesfromaround world applied to haute cuisine•Theimpactofecologicalproducts in cooking: their culinary application
•ThevarietyoftheSpanishcuisine, traditional dishes, and quality products from each autonomous community
GASTRONOMY: SPANISH VS GLOBAL PERSPECTIVES
Objectives:•Becomeacquaintedwiththe history of European cuisine•Investigatenewculinarytechniques applied in haute cuisine•Analyzethecateringsector in Spain•Learnabouttheculinarytrends and the regional traditions of Spanish cuisine
Contents: •TheEuropeancuisinein a circle of constant reinvention: an introduction to the very first restaurant, nouvelle cuisine, fusion cooking and haute cuisine•Spaingoesinternational- exporting top cooks and Spanish delicacies•Theimpactofenogastronomic tourism•ThewineindustryinSpain•Introductiontowinetasting•Winetastingofsingle-varietal Spanish wines•Introduction:Thecateringsector in Spain, segments of the market structure with a focus on the catering market
Language: English or Spanish
As far as the Tourism Business is concerned, gastronomy has become an asset and a reference over the last few years. At present, Spain has ascended towards a landmark of global trends, predominantly thanks to the awareness and leadership of its chefs. At the same time the food service sector has been targeting the optimization of its processes and the intensification of customer loyalty. The program intends to train students to be able to permanently adapt to market demands through new methods of catering and originality, quality, and rapid adaptation of culinary delights. Students will participate in lecture style classes as well as workshops in order to develop skills in theoretical, practical and applicable ways.
Key words: trends, service, innovation, catering, consumer, tastes
New Trends in Gastronomy and Cooking
•VegetarianandVeganGastronomy: ingredients and nutrition•Foodintolerancesand allergies: creative alternatives•SuperFoods,Health&Nutrition•Classicalelaborationsand new trends in contemporary pastry•Developmentsinconsumer tastes•Rawmaterialsandbasicproducts•Newpastryingredients:vegetables, herbs, spices, flowers•Principalelaborations•Structureanddecorationof pastries
SUMMER SchoolThais Baranauskas – Nuevas Tendencias en Gastronomía y Cocina (SENAC University, Brasil)“Me ha gustado mucho, he aprendido mucho y también he comido mucho en las clases. Los profesores son muy buenos, repetiría este curso muchas veces!”
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22
Courses
Program
Case studies: Moritz Brewery / Food Trucks / Fine Dining Restaurants / Ephemeral Restaurants
•Strategicplanning,organization and scheduling•Operationsasastrategickey in services businesses•Managingpeople•Incomeandcostcenters
MANAGEMENT OF CULINARY BUSINESSES
Objectives:•Acquireabroadperspective of consumer behavior as a fundamental basis for decisions•Establishappropriatemarketing strategies. Services marketing adapted to the restaurant business.•Throughabusinessplan,work on strategies, actions, and means that a business project needs to be more successful•Identifybusinessmodelsof different companies in the culinary sector
Contents: •Identificationofconsumercharacteristics•Analysisofconsumerbehavior•Newconsumerhabits•Thecustomerexperiencein different types of food service business•Internalandexternalfactors•BrandManagement•e-Marketingstrategies•SalesManagement•RevenueManagementinrestaurants
of assessment for the projected innovation•Recognizeandidentifythe competitive spaces in the culinary-restaurant industry, their characteristics and ways in which they develop business
Contents: •Introductiontotheindustry•BusinessModels•Restaurants•Newformulas(ConceptRestaurant)•Newtrends,innovationinproducts and services •Developmentofaninnovative project•Assessmentoftheprojected innovation•Designofproductsandservices in the restaurant business•Detailsregardingtheprovision of services. The process of the provision of services in the restaurant business•Levelsandstandardsofquality•ExperienceManagement•Cateringspaces•Equipmentandinfrastructure•Architectureanddesigntendencies in furniture and in interior design
PERSPECTIVE, INNOVATION, AND PRODUCT IN THE GASTRONOMY INDUSTRY
Objectives:•Providestudentswiththe tools and knowledge needed to successfully develop the skills required for the design of culinary-restaurant products and services•Ensureproperimplementation of an innovative project of these products and services•Analyzeexperiences,cases and trends in the culinary-restaurant field•Discoverwherebusinessideas come from•Analyzeconsumerbehavior•Knowhowtoassessthepossibilities of success•Reflectontheaspectsthat can make a project feasible•Obtaintheabilitytodevelop an innovative project with regards to the design of a new product or service for a given market•Measurethecustomerexperience in the development of projects•Learntogeneratesystems
The importance of culinary-restaurant entrepreneurship for a country’s people and economy is especially present in current times. This is so due to the fact that the development of small and mid-sized enterprises in this sector is one of the most important means for job development and opportunities in any open economy. Entrepreneurial skills are becoming more and more valued and they play a central role in any sort of business degree. Knowledge of successful experiences and cases has become a crucial necessity.
Key words: entrepreneurship, business plan, service, innovation
Language: English or Spanish
Innovative Design Concepts for Services in Gastronomy and Culinary Businesses
Courses
Program
Examples of professional visits: Park Güell / MNAC / Espai Visual
MANAGEMENT IN CULTURAL HERITAGE TOURISM
Objectives:•Acquirepracticalknowledge of economic and financial management•Developtheabilityfor decision making and strategic thinking
Contents:•Keysofeconomicandfinancial management •Managementofdifferenttourism heritage models•Decisionmakinginpolicydefining
CULTURAL HERITAGE TOURISM: FUNDAMENTALS, DESIGN, DEVELOPMENT AND SUSTAINABILITY
Objectives:•Definetheconceptoftourism heritage sites•Explorethetypesoftourism heritage sites and their potential•Identifythevalueoftheintangible heritage•Learntheessentialdesignsof tourism heritage sites•Developpracticalskillsin spotting sites and project design for their development•Acquireknowledgeaboutthe sustainable use of tourism heritage sites
Contents:•Theconceptoftourismheritage site•Fundamentalaspectsoftourism heritage sites: main types and characteristics•Thevalueofintangibleheritage•Mainaspectstoconsiderwhile designing a new project for a tourism heritage site•Creativityandsustainability in the design of tourism heritage sites
Heritage is often defined as our roots, our collective memory. Heritage gives shape to the distinctive character of a country, nation, ethnic group and, finally, an individual.The process of globalization coupled with a strong consumer culture brings forth the reconsidering of socio-cultural values, making people strive to find their singularity and authenticity.In this context, the problem of the protection of heritage sites and their effective management takes on special attention. Tourism thus becomes one of the main facilitators and providers of cultural, natural and historical heritage.Nowadays, for successful management of museums, natural parks, heritage monuments and other tourism sites, the necessities of the visitors must be studied and analyzed before, during and after the visit. This program will provide essential insight into the general components and particular aspects of the design and management of tourism heritage sites.
Key words: tourism heritage, touristic development, management, sustainability
Language: English or Spanish
Design & Management of Tourism Heritage Sites
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Language: English or Spanish
Program
CoursesContents:•SportsBusinessModels- Amateur sports- Professional sports- Sport+Health- Sport+Leisure•ManagementofSportsClub •Typology,managementmodels•Socialclubvs.Commercial club•SportsClubinschoolsand universities•Profitabilityvs.Elitism•Relationshipbetweensocial trends and constant innovation •Managementofprofessional clubs•Sportsasashow•High-performancemanagement•Fundraisingandsponsorship•Businesspotential•“TheSeaandtheMountain”: sports and adventure destination•Countryasabrand•Certificationofsportstourism in Cataluña: municipalities, nautical and ski resorts•Newbusinessmodels
•Observethecloserelationship that exists between the tourism industry and the sports industry and identify the economic, political, and socio-cultural benefits of a sports destination
Contents:•Lifestyle:therelationshipbetween social trends and sport- Sport in daily life- Sport as a lifestyle: subcultures and trends- New activities and sports hybrids•Conceptualmapfora beginner in the sports industry•Nationalandinternationalsports organizations•Organizationofsportingevents: popular and high competition•OlympicGames:valuefor a city - before and after. The case of Barcelona.•MotorWorld:profitabilityof the national and international races. The case of Formula 1.•Thecityasasportsvenue: stadiums, fields, parks, main streets, ports, beaches, etc.
SPORTS, SOCIETY AND ENTREPRENEURSHIP
Objectives:•Observehowsportinadaily routine affects social, cultural and personal dimensions•Identifysubculturesand subgroups developed around different sports such as track and field, soccer, cycling and gym•Analyzehowsociocultural trends affect and even generate new sports activities•Discoverwhatsportsorganizations exist, both nationally and internationally, their typology and functioning•Acquireageneralideaof sports organization functions and get to know the competitive area of sports industry•Analyzethephenomenonof the Olympic Games, motor sports and other internationally renowned competitions: identify their profitability and beneficial effect for a country or a city•Identifydifferentmodelsused in the management of the facilities after a massive event and learn how to optimize the profitability of sports facilities
Asmodernpaceoflifeaccelerates,thesocietyof21stcenturyrecoversaRomanmotto“menssanaincorporasano”.Theawareness about the importance of doing sports is growing, acting as a powerful driver for one of the most prolific and dynamic industries, which involves: organization of sports events, sports club management, facilities profitability, tourism destination development, design of mixed activities, co-products creation, etc. Due to its diverse and quickly-changing nature, the sports industry gives endless opportunities for business. This program’s main objective is the student’s introduction into the industry of sports from a business management point of view.
Key words: sports management, sports business, organization of sporting events
Sports Management: Entrepreneurship Approach
MANAGEMENT OF SPORTING ENTERPRISES
Objectives:•Gettoknowdifferentbusiness models, their focus and management strategies•Observetherelationshipbetween social and cultural trends and corporate innovation processes •Gettoknowdifferentexpansion strategies•Acquirepracticalknowledge about managing a lucrative and commercial sports club such as a gym or a social sports club•Identifykeyaspectsin the sports club management•Learnthetechniquesandstrategies for fundraising•Observeastronglinkbetween the sports industry and tourism industry•Identifyeconomic,political and socio-cultural benefits of a sports destination•Conceptualizetheterm“Country Brand”•Gettoknowhowgovernment can encourage and promote sports tourism in a country, region or a city
SUMMER SchoolAna Maria Castro Monzón (TEC de Monterrey, México)“Los profesores que tuvimos eran expertos en el tema, han desarrollado una infinidad de proyectos de los hoteles y estaban dispuestos a compartir su experiencia con nosotros.”
•Changesatwork–positive, productive and inevitable•ManagementofChange and Adaptability: conceptualizing the change and finding ways of adaptation•Keyaspectstoimproveplanning and organization•Toolsandskillstofacilitate time management•Factorsthatimpactstress,prevention techniques
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Winter School
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8 January 20187 January 2019
19 January 201818 January 2019
November 30
Undergraduate StudentsAccreditation of languages: Intermediate Level of English or Spanish depending on the program
Tuition Fee, Visits,Accommodation: Full board, double occupancyOfficial Diploma
4 ECTS
English / Spanish
55
Courses are subject to change
Start
End
Application Deadline
Eligibility
What’s Included
Credits
Language
Hours of instruction
Remarks
Courses
Language: English
Program
27Examples of professional visits: Majestic Hotel / Olha Hotel
INNOVATING CUSTOMER EXPERIENCE
Objectives:•Acquireanalyticalcapacities to design experiences focusing on customer needs•Learnaboutinnovationexperience methods
Contents:•FocusingonCustomerNeeds•InnovationExperienceMethods
CUSTOMER EXPERIENCE MANAGEMENT
Objectives:•Gettoknowthekeyfactors to control the servuction process•Gettoknowthekeyfactors of the memorability of the experience•Gettoknownewwaystomaintain customer loyalty
Contents:•CustomerJourney&Experiential Marketing•PlanningtheCustomerJourney: Mapping•TheExperienceDuringthe Servuction Process•Storytelling•CustomerLoyalty
DEFINING CUSTOMER EXPERIENCE
Objectives:•Observetheevolutionof the approach from the commercialization of a product or service to the experience•Identifythenewgeneration of Customers•Learnhowtoclassifyand analyze the customers and, therefore, improve the customer loyalty•Learnaboutthescopeofthe customer experience in services
Contents:•WhatisanExperience:From Product and Service towards Experience•NewGenerationofCustomers: What Are They After? •ExperienceProviders•ExperienceScope•StrategicExperientialModules
What are the key factors to guarantee the survival of a company in the current competitive market? The marketing paradigm is constantly changing towards the personalization of the service or a product which turns into a unique experience for the customer. The heartbeat of the design of the experience is to understand the customer and their wants and needs. Focusing on the needs of the customer allows for the creation of a story that reaches them and ultimately remains in their minds as a memorable Experience. The course serves as an overview of the general characteristics of Customer Experience Management, analyzes the real cases of the most successful companies, and explores the practical possibilities of experience development as well as its management.
Key words: strategic management, customer experience management, marketing mix
Experience Management
CASE STUDIES
Objectives:•Developanalyticalskillsin the analysis of other companies’ practices•Shareexpertiseandlearnabout most successful practices•Enhancethecriticalthinking and improve the capacity of decision-making
Contents:•SharingExperience:MostSuccessful Practices
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Courses
Program
Examples of professional visits: Park Güell / MNAC / Espai Visual
MANAGEMENT OF TOURISM HERITAGE SITES Objectives:•Acquirepracticalknowledge of economic and financial management•Developtheabilityfor decision making and strategic thinking
Contents:•Keysofeconomic&financial management •Managementofdifferenttourism heritage models•Decision–makinginthepolicy definition
DESIGN & DEVELOPMENT OF TOURISM HERITAGE SITES
Objectives:•Learntheessentialsof tourism heritage sites design•Developpracticalskillsin spotting the site and designing a project for its development•Acquireknowledgeaboutthe sustainable use of tourism heritage sites
Contents:•Mainaspectstoconsiderwhile designing a new project for a tourism heritage site•Creativityandsustainability in the design of tourism heritage sites
TOURISM HERITAGE SITES: DEFINITION, TYPOLOGY & GENERAL CHARACTERISTICS
Objectives:•Definetheconceptoftourism heritage sites•Explorethetypesoftourism heritage sites and its potential•Identifythevalueoftheintangible heritage
Contents:•TheConceptofTourismHeritage Site•Fundamentalaspectsof Tourism Heritage Sites: Main types and Characteristics•ValueofIntangibleHeritage
Heritage is often defined as our roots, our collective memory. Heritage gives shape to the distinctive character of a country, nation, ethnic group and, finally, an individual.The process of globalization coupled with a strong consumer culture brings forth the reconsidering of socio-cultural values, making people strive to find their singularity and authenticity.In this context, the problem of the protection of heritage sites and their effective management takes on special attention. Tourism thus becomes one of the main facilitators and providers of cultural, natural and historical heritage.Nowadays, for successful management of museums, natural parks, heritage monuments and other tourism sites, the necessities of the visitors must be studied and analyzed before, during and after the visit. This program will provide essential insight into the general components and particular aspects of the design and management of tourism heritage sites.
Key words: tourism heritage, touristic development, management, sustainability
Language: Spanish
Design & Management of Tourism Heritage Sites
Language: English
Courses
Program
29Examples of professional visits: FREIXENET cava cellar / AVGVSTVS FORUM wine cellar / Penedés Region
MEDITERRANEAN GASTRONOMY
Objectives: •Acquireageneralviewof the Mediterranean gastronomy: regions and periods•Observetheevolutionand emerging trends in the techniques of cooking and products’ use•Identifythemaincharacteristics of most representative products
Contents:•GeneraloverviewoftheMediterranean regional cuisine•Maindishesandwaysofcooking•WineandLiquors•Newtrendsinapproaching the traditional cooking
MARKETING IN GASTRONOMY-RELATED BUSINESSES
Objectives: •Learnwaysofusinglocalproducts, dishes and drinks for destination marketing•Gettoknowtheessentials of branding and positioning in gastronomy-related business•Discoverthepossibilitieswhich open the use of the Internet and e-commerce Contents:•FoodproductsforDestination Marketing•Branding&Positioning•Salesstrategiesinthegastronomy marketing•Gastronomyon-line:e-commerce and social networking
TYPES OF GASTRONOMY-RELATED BUSINESSES
Objectives: •Gettoknowthebasicbusiness models in enterprises related with the gastronomy•Identifythetrendsinnewmodels of gastronomy-related business•Compareandanalyzetheadvantages and drawbacks of each model
Contents:•Businessmodelscoexisting in the industry: from classical restaurant and catering companies to trendy snack bars•Entrepreneurshipincatering and gastronomy-related business: exceptional examples of startups
The program gives an unusual insight into the Mediterranean Gastronomy Industry and cooking and explores its potential for regional, national and international tourism development as well as most popular business models of the sector. The program is aimed at the university and professional school teachers as well as students interested in the Food&Beverage sector.
Key words: mediterranean food, food products, branding, destination marketing, wine
Strategic Marketing in Gastronomy-Related Businesses
30 Examples of professional visits: Official Tourism Office of Catalonia – Catalunya Experience / Barcelona City Hall
THE FUNCTIONS OF CULTURAL MEDIATION
Objectives: •Studyandanalyzethe current functions of the market of cultural mediation and its mediators (actors)
Contents: •Prosandconsregardingthe ethics of cultural mediation•Decisionmakersinthemediation industry•Culturalmediatorsasperfect intermediaries of cultural proposals•Establishmentand organization of relationships, the functions of mediators
Cultural and Urban Trends in a Global Environment
Program
Language: English
CoursesTRAVEL AND MIGRATION: INCREASING AND UNSTOPPABLE INFLUENCES
Objectives: •Analyzesocialaswellascultural flows and patterns of intercultural networks in existing urban areas
Contents: •Travelandmigrationasa distinctive element of culture•Thehistoricalmigrationpath of cultures and its influence on globalization potential•Projectionontheurbannetwork of different cultural trends in a global environment•Nomadsinanewera
CHANGING CONSUMER PATTERNS AFFECTING THE USE OF TIME
Objectives: •Identifyrevolutionaryexperiences aiming at maximizing leisure time and how this affects patterns of behavior
Contents:•Distributionoftime:worktime, commitment time and leisure time•Searchforexperiencesin patterns transformation concerning the use of free time•Howimmigrantsinfluence local behavioral patterns
GLOBAL VALUES VS LOCAL PATTERNS OF BEHAVIOR
Objectives: •Discoverhowculturalinteraction affects local or global behavior•Analyzeglobalizationand its impact on the attractions’ potential
Contents: •Propervaluesandbehavior of the guest society•Characteristicsandinfluence lines of the home societies•Revisingthedistributionof different migrant communities•Thetypesofexistinginfrastructures and their relationship with cultural attractions•Analysisoftheresultingcultural trends
Tourism has always been a key variable in the development of regions and countries around the world. Its importance to the economy has resulted in a considerable influence on the transformation of cities, the continuous change in consumer habits, and the advancement of the mediation industry. In this context, leisure is emerging as a major field of study in which culture plays a central role, and the experience of culture has transformed into a crucial need. The program aims at analyzing the links between the potential of attractions and the public’s feeling towards continuous development.
Key words: cultural heritage, urban trends, consumer analysis, destination marketing
BARCELONA: EXPERIENCES OF A DESTINATION IN PERMANENT EVOLUTION
Objectives:•Analyzeexperiencesandtrends occurring within the urban context of the city of Barcelona
Contents: •Barcelonaasanexamplecombining new urban and cultural trends in a global background•Proposalsforenhancingexperience during free time•Finaldestinationoftraveland migration•TransitCity•Urbannetworkinthecontext of the industry of cultural mediation
FACULTY-LED PROGRAM“Marketing program” – faculty-led for SAN DIEGO STATE UNIVERSITY:“The complementary activities were good real world experiences, very informative and FUN! CETT-UB staff was great, we appreciate your hospitality and friendliness!”
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CUSTOMIZED PROGRAMSJosé Manuel Olvera Raymundo – Emprendeduría en el sector turístico (TEC de Monterrey, México) “Nunca antes había salido del país, y toparme con Barcelona como mi primera experiencia internacional, definitivamente cambió mi vida. Ahora tengo mucho por compartir, con grandes ideas y proyectos en mente, con un nuevo panorama del mundo; me llevo la mejor de las experiencias de mi vida”
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ACCOMMODATIONImmersed in the greenery of olive and palm trees, Àgora BCN International Student
Residence Hall is located on the Collserola Mountain overlooking the city of Barcelona
and the Mediterranean Sea. Àgora BCN offers students a safe and quiet housing option
where they can feel independent and easily connected with other students residing in the
city.
The bustling downtown can be reached in 15 minutes by subway.
Àgora BCN is exclusively designed to provide housing for young adults, taking into
consideration their lifestyle, needs, and interests.
Apart from being exceptionally comfortable, rooms are bright, colorful, and have free
WiFi access.
Àgora BCN www.agorabcn.com
Àgora BCN International Student Residence• Computer room, study room, laundry room, outdoor terrace
• Cozy common areas with sofas and a big screen TV
• Gym, equipped with fitness and bodybuilding machines
• Music room with grand piano and soundproof drum room
• Common areas and study rooms
• Courts and pitches
• Game room with billiards, table soccer, ping-pong table
• Cafeteria with a personal chef and a new menu every day!
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FACULTY-LED &CUSTOM
PROGRAMSCustom programs can be designed in the fields of Tourism, Hospitality, Gastronomy,
Business, and a variety of other fields with the purpose of building the most suitable
educational service package for the students and sending universities.
CETT-UB understands that flexibility is key to the success of custom programs, and
always takes into careful consideration the suggestions and proposals received from
partner universities with the utmost understanding. CETT-UB is open to adapting the
length, course content, and dates of pre-existing programs so as to suit the needs of the
partner, as well as creating new programs altogether.
Students may also choose any undergraduate program at the University of Barcelona
that might be of interest to them in order to have an integrated experience, which
means they would attend classes together with local students. This will also mean that
most classes will be instructed in Spanish and Catalan.
Complementary courses in Spanish language and culture are also available.
Faculty-led programs are unique, intensive study abroad experiences designed by
partner universities in collaboration with CETT-UB. These programs are typically offered
during semester breaks. Academic services such as workshops, in-company visits, course
coordination, accommodation, guided educational tours, classrooms, and the use of
other facilities can be organized by CETT-UB and integrated into the programs.
Students have the opportunity of meeting contacts at overseas organizations they
would not likely encounter as a tourist in Barcelona, all while getting to travel with
other students from their class.
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COMPLEMENTARY SERVICES
Additional complementary services are avilable upon request, and may include but are not limited to: accommodation, guided visits, workshops, course coordination,
and facilities and classroom rental.
For more information, please contact the Office for International Programs:
international.programs@cett.cat
+34 934 280 777
follow us:
Av. Can Marcet 36-38 08035 BarcelonaTel. +34 934 280 777Fax +34 934 286 777cett@cett.eswww.cett.es
BARCELONA
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