This project, based on a real problem facing a company in the hospitality industry, is a tutored consulting mission undertaken by groups of 6 to 8 students (with each group featuring at least one Chinese student from East China Normal University) utilizing a precise methodology involving a detailed case study necessitating interviews with the company and/or customers and/or suppliers. You will work as a a consultant to a hospitality company, apply the knowledge gained throughout the program, and benefit from hands-on experience in an international environment.
Examples of missions students from this year’s cohort have worked on as part of the project:
-working on market research and defining how to create a successful hotel opening;
-conducting studies on food safety;
-helping companies redefine brand strategies;
-understanding financial performance, brand perception and distribution;
-analyzing how millennials can contribute to sustainability in the hotel business;
-identifying the platforms that an F&B operator must be on to succeed in the digital world in China (including advertising, marketing, blogging, creating content, exposure including loyalty);
-increasing brand awareness.
This year's intake have worked with hospitality companies including AccorHotels Greater China, Pudong Shangri-La, Ritz Carlton Shanghai Pudong, Malongo, Langham Hotels & Resorts, The Grand Kempinski Hotel Shanghai and Paris Group, recognized as one of the principal forces in the Fashion and Hospitality business.