Guest Relation Management

Executive Education Course | 7 months


Manuela De Carlo, Programme Director

The goal of this Executive Education course in Guest Relation Management (GRM) is to train a new kind of manager, namely one who possesses a wide-ranging skill set and who will thus be highly sought-after in all high-end and/or luxury service industries.

The idea for this programme traces its roots to a dialogue with NH Hotel Group about new skills emerging in the hospitality industry, and about the strategic need to strengthen the professional role of the Guest Relation Manager. While the hospitality industry is certainly a focus, this kind of manager plays a key role in all industries and companies working in luxury and/or high-end services (e.g. the luxury market, hotels, airports, high-end retail, company visitor centres and destination visitor centres). Indeed, all of the aforementioned contexts require each moment of the experience to be managed with extreme care, and the relationship with the customer is a decisive factor in any company’s competitiveness.


This Executive Education course in Guest Relation Management is open to anyone who holds an undergraduate or graduate degree, or anyone who has a high school diploma and at least two years of relevant work experience. Candidates need to possess a basic knowledge of marketing and business economics as well as an excellent knowledge of English.


The market is looking for people who possess increasingly specialized skills in the fields of guest relation management/client management.

This Executive Education course in Guest Relation Management aims to meet this need by offering a brief yet intense programme that will help participants acquire the professional tools required to do the following:

  • analyse customer profiles, with particular emphasis on digital tools for the collection and analysis of data;
  • manage the direct relationship with the customer before, during and after their visit;
  • build a “customer-centric” service;
  • efficiently manage relationships with guests of different cultures;
  •  help coordinate between different company departments in order to increase customer satisfaction;
  • understand how the quality of the relationship with the customer impacts the organization and company results.

Download the curriculum.


This programme gives participants the chance to do an internship in Italy or abroad.
The top two students in the programme will be offered a minimum 4-month contract to work at one of NH Hotel Group’s facilities in Italy.

Right Arrow KEY FACTS

From April 2017 to September 20th
Start date:
October 2017
1 month full-time classes + 6-month internship (optional)

EU fees: € 4,000 + VAT (total)
International fees: € 4,000 + VAT (total)

Entry requirements
A bachelor’s degree in any subject or minimum 2 years of relevant work experience

Language: Italian

Right Arrow Contact us

Scuola di Comunicazione IULM
via Carlo Bo, 1- 20143 Milano
Tel. +39 02 8914 12311


Right Arrow

Apply now