International Course in Hospitality Management (ICHM)


Certified Hospitality Professional in Marketing


International Course in Hospitality Management (ICHM) certificates are based on the philosophy that a commitment to excellence and the finest education and training are essential for those people seeking the most sought after positions in the highly competitive hospitality industry.

ICHM — 360° of Service Industry Training

  • Covering the entire value chain of the industry from operations and marketing to finance and management, ICHM sets new standards for excellence in service industry management training in the Middle East.
  • Offering full flexibility for the working professional, ICHM lets you choose the number of modules you want to take on and gives you different certification options that fit both your budget and career goals.



Tuition Fees

MODUL University Dubai
4th Floor ONE JLT
Jumeirah Lakes Towers
Dubai, United Arab Emirates

AED 4,735

Certificate of Achievement

Eligibility Criteria

Issued by MODUL University Dubai and the world's leading MODUL Tourism College of the Vienna Chamber of Commerce

Fluent in English language
Contact our advisors for a complete list of requirements

certified hospitality professional in marketing


Certificate of Achievement in
Tourism & Destination Management

Managing tourism destinations is an important part of controlling tourism's environmental impacts. The needs, expectations and anticipated benefits of tourism vary greatly from one destination to another and there is no "one size fits all" approach to destination management. This module was developed to give an overview of destination management and how it can be applied. Besides gaining an insight into the positioning and branding of a destination, this module also describes how to develop a destination policy before looking at macro and microeconomic aspects of destination management and their respective influence on a destination.

Course Highlights

Positioning and Branding a Destination
The module will provide an introduction to destination management before an elaborating on the competitive positioning of destinations.

Destination Policy Planning and Development
Product strategies and the destination product life cycle will be evaluated along with the process of developing a product portfolio.

Latest Trends in Tourism
Students will learn about the importance of implementing a framework for sustainable tourism development. This will include points on responsible tourism practices and tools for managing resources.

Global Forces Shaping World Tourism (Macroeconomics)
Participants discuss the impact that tourism may have on a globalized economy. They will learn how the increase in tourism demand leads to an increase in the relative price of domestically produced tourism-related services.

The Destination and the Tourism System (Microeconomics)
The trainer will introduce the advanced issues of the microeconomic theory and their implication on tourism.

  • Course Schedule

Certificate of Achievement in
Revenue Management & E-Commerce in Hospitality

To optimise your revenues requires to combine your pricing policy with your distribution policy. E-Commerce thereby plays an important role when it comes to efficiently applying price discrimination. This module will focus on identifying price segments in the market, apply revenue economics as well as identifying channels of distribution and relevant dynamic pricing options. Finally tools, tactics and resources are being made available to the participants.

Course Highlights

Market Segmentation and Customer Selection
Revenue management or also referred to as yield management is the combination of price differentiation and channel management both driven by capacity restrictions.

Assessment of Opportunities
When appropriately applied revenue management makes your profitability grow. As to how it is applied depends on a competitive analysis as well as economic principles and forecasting.

Channel Management
Customer will receive a hotel room through different channels upon different occasions or preference. Managing the capacity in a multichannel environment is going to be the main focus with briefing on channel management.

Revenue Management
After clarifying the role of revenue management the trainer will elaborate on the strategic and tactical considerations.

  • Course Schedule

Certificate of Achievement in
Strategic Marketing Planning in Hospitality

Developing a strategic marketing plan, preferably for the participants own organization includes a situation analysis, setting of objectives as well as developing strategies to achieve those objectives. As such the module includes the task of developing a positioning statement as well as the planning for execution. In this module, participants will learn about segmenting, targeting and positioning (STP-marketing) a brand or organization. Furthermore, the module explores the instrumental strategies such as product, price, place and promotion policy.

Course Highlights

Segmenting and Targeting
This first part of the module deals with the tasks of segmenting markets and selecting the relevant ones for further attention. Thereby the various approaches to segmenting markets (consumer, organizations, competitors) as well as methods are going to be explored.

Positioning is defined as the “Battle for the customers’ mindset”. Throughout the workshop trainees will review a number of examples that firms position their services and products with references to the UAE market.

Strategic Marketing Plan
The theoretical framework on strategic marketing is accompanied by a strategic marketing planning process in the form of case study teaching. The course covers a practical step by step process on developing a marketing plan through a number of platforms and tools.

  • Course Schedule

Get in Touch

contact us

Nikola Kovacevic

Account Manager

Professional Education


T. +971 4 510 1428

M. +971 52 212 2520



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