TRM 2013 Principles of Tourism Management (2-2-3)

This course introduces the fundamentals of tourism, covering its economic, cultural, and service dimensions. It explores industry evolution and key sectors such as transportation, accommodation, and MICE, as well as destination management and global trends. Through lectures, case studies, and research activities, students develop a critical understanding of the tourism industry, with a focus on UAE and global trends, preparing them for careers in tourism management. The course is co-designed with ADNEC to ensure industry relevance.

TRM 2113 Travel Intermediation and Air Transportation (2-2-3)

The course delves into the travel industry, focusing on intermediaries and tour operations management. It extends into air transportation operations, including airline operations, airport management, and technological advancements. The course is co-designed and co-delivered in collaboration with IATA, with selected sessions supported by industry experts and aligned with course assessments. Through lectures, case studies, and practical exercises, students develop a strong understanding of the industry, supported by interaction with IATA professionals and real-world insights.

TRM 2133 Managing Customer Service and Experience (2-2-3)

This specialization course on managing customer service and experience emphasizes the critical importance of effective communication, customer relationship management, and innovative approaches to enhance service standards. The course is co-designed in collaboration with Hilton Worldwide Holdings Inc. and Marriott International, Inc., ensuring strong industry relevance and alignment with current hospitality practices. It prepares students to effectively address the challenges of customer service within the tourism industry.

TRM 3023 Digital Transformation in Tourism (2-2-3)

The course explores the role of communication technologies in the tourism industry from both consumer and organizational perspectives. It examines applications in tourism, travel, and hospitality and evaluates emerging technologies to support strategic objectives. The course is co-designed with StayFlexi Hospitality Technology Inc. and co-delivered through The Sigmund Project, ensuring strong industry alignment and practical relevance. Students analyze how integrated technologies enhance the travel experience and improve organizational operations, developing a critical understanding.

Prerequisites: TRM 2113

TRM 3043 Responsible Tourism Management (2-2-3)

The Responsible Tourism course develops knowledge of sustainable tourism principles, application of sustainable tourism practices, and Community-Based Tourism (CBT) as an emerging trend. Co-designed with Action on Poverty (AOP), ensuring industry relevance and alignment with latest trends. Co-delivered with AOP, sessions are mapped to the final assessment and supported by industry mentoring, complemented by engagement with the PATA UAE HCT and Universities Fighting World Hunger student chapters strengthening responsibility, sustainability practice, critical thinking, and community empowerment.

TRM 3123 Hospitality Operations Management (2-4-3)

Hospitality operations management focuses on the principles and practices of managing operations in the hospitality industry. The course covers key aspects such as service quality, guest satisfaction, revenue management, and sustainability. Students will learn about the various departments within a hospitality operation, including front office, housekeeping, food and beverage, and human resources, and how they interconnect to provide a seamless guest experience. The course is co-designed with Hilton Worldwide Holdings Inc. and Marriott International, Inc.

TRM 3133 Event Planning and Coordination (2-4-3)

This course examines the theoretical and applied aspects of tourism event management. It presents structured frameworks for planning, initiating, and managing destination-based tourism event projects, along with key factors in promotion and sponsorship. Financial control, risk management, and legal and logistical aspects are also covered. The course is co-designed with Mr. Mashaal Al Hashimi, ADNEC, ensuring strong industry relevance and practical insight.

TRM 3143 Integrated Marketing Strategies for Tourism and Hospitality (2-2-3)

This course provides a deep dive into the challenges of marketing in the tourism and hospitality industries. Students will learn key marketing theories that are relevant to service providers and discover how consumer behavior shapes marketing efforts. Through intensive analysis, students decipher effective strategies for conveying memorable tourism experiences across that appeal to diverse market segments. The course equips students with the tools to dissect real- world case studies, navigate industry trends, and craft sophisticated marketing plans that seamlessly integrate digital strategies.

Prerequisites: MRK 1103

TRM 3616 TRM Apprenticeship I (0-24-6)

This TRM Industry Project course combines applied tourism knowledge with immersive apprenticeship-based learning co-delivered with industry partners. Students engage with real organizational tourism challenges and apply theoretical concepts through problem-solving, teamwork, and stakeholder engagement in professional settings. Through practice-based learning, students analyze and respond to industry practices, trends, and challenges, with a focus on customer service and intercultural communication. The course develops practical skills, professional judgment, and work readiness required for suc

TRM 4043 Contemporary Tourism Dynamics (2-2-3)

This course provides a comprehensive examination of the global tourism industry, focusing on key trends, safety and security measures, and emergency response planning. Students will analyze the predominant trends shaping tourism development and planning, evaluate safety and security protocols, and formulate destination- specific emergency response plans to address diverse crisis scenarios. Through practical exercises and case studies, students will develop a deep understanding of the industry's dynamics and acquire the skills necessary to navigate and respond to evolving challenges in tourism.

TRM 4143 Managing Visitor Attractions (2-4-3)

Visitor attractions are a key element of the tourist experience and a major element of a tourist destination. This course examines the key functions involved in managing different types of visitor attractions and enables students to develop an appreciation of the issues involved in planning, developing, managing successful visitor attractions, visitor experience, including the role of technology, interpretation and visitor management. The course includes industry engagement with Al Shindagha Museum, where students will use the museum’s virtual tour platform and assume the role of tour guides.

TRM 4153 Tourism and Cultural Heritage (2-4-3)

The course covers advanced concepts and techniques for preserving tourism destinations, based on heritage, history, and key cultural characteristics. It also examines current issues in cultural and heritage tourism marketing and explores analytical frameworks for assessing the viability of new tourism markets. The course is co-designed and co-delivered in collaboration with Al Ain Museum, ensuring strong industry relevance and practical application.

TRM 4213 Tourism Capstone Project (2-2-3)

TRM4213 offers students a practical platform to apply knowledge in real-world scenarios. Through independent and collaborative efforts, they develop innovative tourism business plans covering market analysis, product development, sustainability, finance, risk, and regulations. The course is co-delivered with industry partners, providing valuable insights and ensuring alignment with current industry standards through defense sessions. Emphasizing clear documentation, effective presentations, and reflective learning, the course equips students for success in the dynamic tourism industry.

Prerequisites: BUS 3123

TRM 4716 TRM Apprenticeship II (0-24-6)

This TRM Industry Project course combines applied tourism practice with immersive, practice-based apprenticeships co-delivered with industry to develop work-ready graduates. Students engage with real organisational tourism challenges and apply practical tourism, problem-solving, and stakeholder engagement skills in professional contexts. Through workplace-based learning, students review and enhance organisational tourism practices, including customer service, intercultural communication, and emerging industry trends, building the skills and confidence required for effective participation.