Trends and Innovation
Online Course

Enroll Brochure

Trends, Innovation and New Business Models

Traditional formulas for success in the hospitality industry have been questioned recently through digitalization, new entrants in the industry, and the shared economy model. The main objective of this program is to equip future hospitality professionals with the capacity and innovative mindset to assess successful business models.



Week 1 Foundations of Innovation
Characteristics of innovations
Sensing innovation opportunities
Week 2 Product, Service & Process Innovation
Three archetypes of innovation
Between open and close innovation
Novel approaches to innovation
Week 3 The business model
What is a business model & why do we care?
Business models in the hospitality industry – evolution over time
Business model innovation
Evaluating the strategic potential of a business model
Week 4 The Entrepreneur
Am I an entrepreneur? Process view of entrepreneurship
Thinking like an innovator/entrepreneur?
Cognitive challenges when aiming for innovation
Week 5 Final assessment


Learning Outcomes

  • Generate, identify, and evaluate fads, trends, and business opportunities in the hospitality industry
  • Assess the impact of innovation on extent business models in the hospitality industry
  • Anticipate the impact and value of future business models in the hospitality industry
  • Design and implement a new business model within an existing hospitality firm or as an entrepreneurial approach



Program Overview

  • Delivered Online
  • Length 5 weeks
  • Effort 8 - 10 hours/week
  • Language English
  • Level Intermediate
  • Prerequisite Hospitality experience
  • Price CHF 2,200
  • Certificate Certificate of Achievement
  • Start date 7 October 2019
    Q1 2020

Certificate Sample

Lecture Videos
Executive Interviews
Interactive Exercises
Reading & Case Studies

Meet your instructor



Dr. Margarita Cruz

Assistant Professor
Strategic Management


Dr. Nicole Rosenkranz

Assistant Professor
Strategy & Entrepreneurship