Diploma in Cruise Line Management

Module Synopsis

The Cruise Line Industry on the other hand, is tremendously getting bigger every year.
CLIA (Cruise Line International Association) forecasts a total of 14.3 million passengers
in 2010 - 10.7 million from North America alone and 3.6 million sourced internationally.
This represents a total increase of passengers of 855,000 or 6.4 percent growth. The
industry's growth is also reflected in its economic impact. In 2008, direct spending in
goods and services by cruise lines and their passengers totalled $19.07 billion, a 2
percent increase over 2008. Factoring in indirect spending, the total economic impact of
the industry on the U.S. economy was $40.2 billion, an increase of six percent. This
included the generation of 357,710 jobs paying a total of $16.2 billion in wages and
salaries.

This module is designed to provide students with the comprehensive understanding of

the organizational structure and management of cruise line operations. It will also equip
the students with a better distinction between a land-based property and a floating
resort and the management of its daily operations.

Topics covered include Introduction to The Cruise Line industry, Types of Cruise Lines,
Organizational Structure, Management and Operations, Development and
Sustainability, different amenities/facilities offered in the industry, marketing and
promotional strategies, booking procedures, and overview of different cruise lines Port
of Calls.

Sites visit to Cruise Line Centre and one of the Country Clubs/Golf Courses will also be
included to enhance further students knowledge about the industry.

Module Objectives
At the end of this module, students will be able to:
1. Describe the Cruise industry and how these are managed to cater to the global
demand trends.
2. Compare and contrast the operations and management of land-based property
from a floating resort.
3. Examine the marketing strategies, organizational structure, recreational activities
and facilities/amenities for the different cruise line companies.

The following are the content-related abilities strengthened by the curricular processes
of the module:

Lesson 1: Introduction to the Cruise Line Industry

a) Discuss the History and evolution of the cruise line industry.
b) Describe the organizational structure of the Cruise Industry
c) Explain the important duties and responsibilities found in the Cruise Industry.

Lesson 2: Types and Kinds of Resorts

a) Classify the different types of cruise line companies
b) Compare and contrast the following kinds of resorts and cruise lines:
c) Land-based resorts:
Time Share Resort
Beach Resort & Marinas
Spas, Pools, and Indoor Water-parks
Mountain-based Resort
Golf/Tennis-based Resort
Spa Resort
 d) Floating Resorts
Cruise ships

Lesson 3: General Management and Marketing Operations of a Land-Based

Resort
a) Describe the Resort operations and identify the different departments involved in
the operation
b) Apply the different steps in developing a marketing plan to promote a resort

Lesson 4: Land-based Resort Planning, Development and Management

a) Compare the planning, development, and management of the following kinds of
resorts:
Beach Resort
Spas, Pools, and In-door water-parks resort
Golf/Tennis-based Resort
Describe the common recreational amenities in a land-based resort and
how it is developed and managed

Lesson 5: Development and Management of Common Recreational Amenities and

Services in a Land-Based Resort
a) Describe the common recreational amenities in a land-based resort and how it is
developed and managed
b) Describe the importance of the recreational amenities
c) Describe the importance of guests activities

Lesson 6: A quick glance on Golf

a) Discuss the evolution of golf as a sport and as a destination resort
b) Identify the different Rules of the games and the different terminologies and
equipment used in Golf
c) Observe and analyze some of the operational procedures done in the golf resort

Lesson 7: Cruise Ship: The Floating Resort

a) Describe the Cruise Line industry
b) Evaluate the on-board management and common specifics of the international
cruise line companies
c) Describe the registration of cruise ship
Categorize the amenities on board the cruise ships
d) Describe the operation and management of Hotel Department on-board the
cruise ship.

Lesson 8: Target Market and On-board Program

a) Describe and contrast the marketing program of the different target market.
b) Design on-board activities appropriate to the different market segment.
c) Compare and contrast the different services on-board the cruise ship.

Lesson 9 : Cruise Ships destinations and Port- of-Calls

a) Describe well known international Port-of-calls.
b) Identify and evaluate well established itinerary of international cruise ships.

Lesson 10 : Cruise Ship Management and Marketing Operations

a) Describe the operation and management of Hotel Department on-board the
cruise ship.
b) Explain the role of Deck and Engine Department in cruise ships operation
c) Exhibit understanding in the Marketing operations of cruise industry
 Lesson 11: Cruise Ship : From Embarkation to Debarkation
a) Compare and contrast the embarkation and debarkation operations on-board the
cruise ship.
b) Explain the first day activities on-board the cruise ship:
Guests Boat Drill
Bon Voyage Party
Opening of Duty free Shops
Opening of Casino
Other welcome aboard activities
c) Discuss common guests issues/challenges/problems on-board the cruise ship
and how these are handled

Lesson 12: Safety of Life at Sea (SOLAS)

a) Interpret the International Maritime Laws/Conventions: SOLAS, ISPS, MARPOL
b) Describe the waste management on-board the cruise ship.
c) Define the specifics of emergencies on cruise ships and its different codes used
on-board the cruise ship.
d) Elaborate the on-board security organization.

Lesson 13: Cruise Ship: Guest Management

a) Analyze common Customer complaint management and service recovery
methods
b) Describe passenger Logistics: Shore Excursion (Shorex), Embarkation and
Debarkation.
c) Describe and analyze the on-board service orientation and hospitality
management.
Lesson 14: Cruise Ship: All Aboard
a) Explore the actual specifics of the cruise ship and how on-board amenities are
set-up.
b) Identify on-board operations that cover deck, engine and hotel.
c) Observe and analyze some of the operational procedures done in the cruise
ship.

Lesson 15: The Future of Resort and Cruise Industry

a) Identify and assess the future trends, issues and challenges in a land-based and
floating resorts development.
b) Analyze the impact of the rapid change and development of resorts to the
society.

Module Coverage

Allocated time per day

Module Coverage (One-Day-One-Problem PBL Pedagogy)
Resource Site
Discussions in
Module Coverage Gathering and Visit/Event
Study Cluster
Team Work Execution
1. Introduction to Resort and Cruise Line
4 2 -
Industry
2. Types and Kinds of Resorts 4 2 -
3. General Management and Marketing
operations of a land-based resort 4 2 -
4. Land-based Resort Planning,
Development and Management 4 2 -
5. Development and Management of
common recreational amenities and 4 2 -
services in a land- based resort
6. A quick glance on Golf: Learn how to
play by the Rules and how Golf Course is 4 2 -
managed and maintained
7. Cruise Ship: The Floating Resort 4 2 -
11. Target Market and on-board program
4 2 -
12. Cruise Ship on-board activities,
4 2 -
13. services and destinations
14. Cruise Ship Management and
15. Marketing operations 4 2 -
16. Cruise Ship: from Embarkation to
Disembarkation: An Overview of Life at 4 - 2
Sea
17. Safety of Life at Sea (SOLAS) 4 2 -
18. Cruise Ship: Guest Management 4 2 -
19. Cruise Ship: All Aboard 4 2 -
20. The Future of Resort and the Cruise
Industry 4 2 -

Total = 15 Problems = 90 hrs 60 28 2