Business

This module explores the way contemporary tourism business is conducted within a dynamic distribution system. It also examines the impact of the tourism business on the environment and discusses the question of tourism sustainability. Topics covered include the psychology of travel, the impact of tourism, travel trends, and the tourism business in Singapore. Students will be given a holistic perspective of the tourism industry and an understanding of how a tourism business operates.

It will be conducted within a duration of 40 hours with a class size of 20.

Aims of AEM

• provide students with a broad understanding of the hospitality and tourism business by examining the origin of travel and how it has evolved into the biggest industry in the world
• enable students to understand dynamic tourism growth within the framework of demand for and supply of travel services, tourism distribution and trends
• enable students to understand the importance of sustainable tourism through a discussion on tourism impact and the concept of carrying capacity
• allow students working in both groups and individually to have the opportunity to appreciate the dynamic nature of the business. At the same time, students can develop an understanding on how tourism can bring about both intended and unintended consequences on people and the environment.

Note: This module will be conducted over a 5-day block period.

Students should be able to:

• understand the origin of tourism and how the industry has evolved and developed in both scale and complexity
• understand the basis of tourism demand and determine the factors that affect demand fluctuations
• explain the tourism market in terms of their market segments and characteristics
• distinguish the key sectors that represent tourism service suppliers and understand their inter-dependence
• explain the different channels in the tourism distribution system
• analyse the positive and negative impacts of tourism on the physical and social environment of a destination
• analyse the changing tourism trends as a result of the changes in demographics, technologies and other factors
• understand some of the critical issues of tourism businesses in Singapore

Students will be assessed against the following criteria:

• Class test - 25%
• Field trip(s) - 25%
• Group project/ presentation - 40%
• Self-reflection - 10%

Students are required to:

• attend at least 80% of the lessons and
• obtain a pass mark of at least 50% upon completion of the module.

This module provides students with the basic economic analysis for understanding Singapore as a globalised economy and the role they play in it. Students will study the Singapore economy in relation to GDP, economic growth, macroeconomic goals and policies, and globalisation.

It will be conducted within a duration of 40 hours with a class size of 20.

Aims of AEM

• equip students with a foundation of macroeconomics for understanding Singapore as a globalised economy
• allow students to participate in activity-based learning and examine the role Singapore youths can play in the globalised economy
• allow students to work in small research groups with various lecturers on different areas of economic survey and analysis

Students should be able to:

• analyse and explain the characteristics of Singapore’s development experience
• identify the current structure of Singapore as a globalised economy
• appreciate the various macroeconomic challenges faced
• explore a research area that examines the role Singapore youths can play in the globalised economy

Students will be assessed against the following criteria:

• Class participation - 10% (Individual)
• Group project report - 30% (Group)
• Project presentation  - 20% (Individual)
• Self-reflection on group project - 20% (Individual)
• Written test - 20% (Individual)

Students are required to:

• attend at least 80% of the lessons and
• obtain a pass mark of at least 50% upon completion of the module.

This module introduces students to the fundamentals of effective on-air presentation, such as voice and articulation, and paralanguage and non-verbal presentation techniques.  Students will also be taught broadcast presenting skills for radio programmes and television news.

It will be conducted within a duration of 40 hours with a class size of 20.

Aims of AEM

• equip students with necessary skills and tools to be effective broadcast talents, producers or directors; to critique and direct their on-air presenters
• allow students to participate in activity-based learning and attend practical sessions in broadcast performance and radio presentation

Note: The assessment scheme is 100% based on individual work.

Students should be able to:

• appreciate the importance of broadcast production and presentation
• use their voice effectively
• appreciate the basics of TV and radio studio work
• produce a credible TV news broadcast performance
• explain the techniques used in radio editing
• produce an on-air programme
• make simple radio announcements

Students will be assessed against the following criteria:

• Class participation - 10%
• Radio production - 35%
• Reflection journal - 20%
• TV broadcast performance - 35%

Students are required to:

• attend at least 80% of the lessons and
• obtain a pass mark of at least 50% upon completion of the module.

This module equips students with the knowledge and skills of service quality. There will be emphasis on role-play, case studies and fieldwork observation. Students will have the opportunity to learn important service quality concepts and apply these concepts in their project.

It will be conducted within a duration of 40 hours with a class size of 20.

Aims of AEM

• familiarise students with the basic concepts of service quality
• equip students with the basic tools and techniques of service quality for measuring and comparing service levels of various business outfits
• equip students with the basic skills and hands-on techniques to project a professional image in the service context
• provide students with a service mindset, which will benefit them in their  future careers

Students should be able to:

• identify the various service industries and understand the importance of service quality
• describe the service systems within the organisation and understand how these service systems affect the quality of service
• apply the concepts of quality measurement in a service organisation
• handle service breakdowns with appropriate service recovery techniques
• explain how augmented services can provide differentiation and use differentiation as a service strategy against competitors
• discuss the role and expectations of service staff and project a professional image
• practise the code of conduct and behaviour in customer care

Students will be assessed against the following criteria:

• Class participation - 10%  (Individual)
• Class quiz - 15% (Individual)
• Group project - 30% (Group)
• Oral presentation - 20% (Individual)
• Test - 25% (Individual)

Students are required to:

• attend at least 80% of the lessons and
• obtain a pass mark of at least 50% upon completion of the module.