This module will provide learners with an understanding of the strategic opportunity available to Tourism Enterprises through customer centricity. The principles and practices to implement a customer centric strategy will be delivered.

1. Critically assess the application of customer centricity to Tourism Enterprises.
2. Appraise the significance of individual customer value to customer centricity.
3. Conclude on the importance and challenges of achieving accurate lifetime customer value.
4. Evaluate the role of customer relationship management in achieving customer centricity.
5. Assess the management of the customer lifecycle: customer acquisition, customer retention and the development of customer loyalty.
6. Evaluate the role of the Tourism Enterprises leadership in establishing and resourcing a customer centric strategy.

The aim of this module is to introduce learners to the principles and applications of professional selling skills in a digital environment. Selling in today's world requires radically different approaches. It will provide participants with an overview of the selling process in the digital age and assist them in developing and applying appropriate sales techniques. The module will address the core competencies: communication, confidence, drive & dynamism, structure & logic and ability to influence and persuade.

1. Identify the sales process and sales opportunities in a digital environment.
2. Evaluate what selling means within hospitality and comprehend the buyers journey.
3. Formulate target-based sales plans for a modern dynamic environment.
4. Analyse the role of consumer behaviour in identifying customer needs and wants in a hospitalitysetting.
5. Propose solutions to meet expectation of target market and assess concerns and issues.
6. Assess the importance of developing and nurturing the customer relationship.
7. Appraise the importance of digital selling and develop strategies for success.

The focus of this module is on the application of learning to real work issues. Work based learning involves reflection on practice and learning from the experience. This module provides an opportunity for the learner to relate academic theory to the workplace, it introduces the learner to the concepts of learning for and from their work organisation. The learner will identify an issue within their work organisation that merits investigation and draw upon a wide range of specialised or conceptual information in order to formulate an appropriate response to that issue. This module requires the learner to complete a reflective learning portfolio using techniques and tools such as critical incidence analysis and reflective logs.

1. Work independently on a research project.
2. Apply academic knowledge and skills to specific tourism/hospitality industry situations.
3. Describe the work organisation, its aims, business model and operating environmental.
4. Evidence critical thinking and problem-solving skills by researching a specific business issue.
5. Interpret and report research findings.
6. Analyse and evaluate personal competency development by undertaking a reflective learning portfolio.