Master in Tourism &
Hospitality Management
Companies require academically qualified, visionary leaders to create new business models and understand changes in technology and consumer trends in the tourism industry.
EU's Master in Tourism & Hospitality Management program explores the theories, practices and business models that make up the tourism and leisure field. Focusing on the development of management skills and strategic thinking, students will develop key industry competences as well as international and intercultural management abilities which are needed in this dynamic and fast-changing sector.
Program Structure
The Master in Tourism & Hospitality Management (60 ECTS) is a one-year program, divided into three terms. Each term comprises four courses (4 ECTS each) and one seminar (2 ECTS). Throughout the year, students are also exposed to real-life case studies, games and business simulations. In order to graduate, participants must also complete a business plan (6 ECTS). This program is also available as a two-year, six-term, part-time degree.
(13 CH | 18 ECTS)
Foundations of Business Management
Show detailsThis course focuses on the management of organizations. It will examine the skills and functions needed by managers to run efficient and effective organizations. Themes such as motivation, communication, leadership and strategy will be covered.
3 CH | 4 ECTS
Environments of Tourism
Show detailsThis course gives students a geographical, political and economic understanding of contemporary tourism, with special focus on the impact of natural resources and global climate change. This fundamental knowledge is used as a framework for identifying and understanding the drivers of tourism and for making forecasts about emerging trends in the industry. Through practical case studies and theoretical learning techniques, students will learn how to compose an international and regional picture of geopolitics and geo-economics and their influence on tourism.
3 CH | 4 ECTS
Digital Marketing Strategies
Show detailsDigital Marketing Strategies takes core marketing concepts one step further by presenting a broad spectrum of e-marketing design and planning strategies that go hand-in-hand with state-of-the-art digital advertising tools.
3 CH | 4 ECTS
Tourism Marketing
Show detailsThis course provides students with in-depth knowledge of how an organization can offer value to the customer using both tangible and intangible facets. This module will examine the parameters which need to be managed to situate the organization in a strong market position. Students will be introduced to key factors influencing customer behavior in this sector together with the concepts and principles of marketing management. At the end of the course, students will produce a strategic marketing plan for a tourism and hospitality organization.
3 CH | 4 ECTS
Seminar: Boosting Creativity
Show detailsThis seminar addresses the modern management process, including decision-making and planning, motivating others and efficient communication. Students will focus on exploring the rationale of organizational design and structure to achieve firm objectives, positive employer- employee relations, managerial ethics and the use of control systems.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
The Tourism Industry
Show detailsThe course draws together and develops concepts of the hospitality sector, events management, leisure and recreational management, cultural heritage, and luxury and travel issues. Students analyze the complex inter-relationships between the public and private sectors in tourism development, and evaluate philosophical issues concerning the development of tourism in different cultures and societies.
3 CH | 4 ECTS
Customer Relationship Management
Show detailsThe course focuses on the roles, duties and tools associated with customer relationship management in the digital era. It also teaches the use of software tools such as CRM, which have become an industry standard.
3 CH | 4 ECTS
Operations Management
Show detailsThis course examines the functional area of operations management in the tourism industry. Topics include decision-making, capacity planning, aggregate planning, forecasting, inventory management, distribution planning, project management and quality control. Students learn how to use a range of concepts and analytical tools to solve common operational problems.
3 CH | 4 ECTS
Design Thinking
Show detailsDesign thinking is a method that applies creativity to come up with novel solutions to tough problems. The process involves being immersed in a problem space, thinking creatively around pain points and opportunity areas, then iteratively prototyping totally new solutions. It focuses on listening, user empathy, whole brain thinking, collaboration and experimentation. Design thinking can be applied within any team and in any field, from architecture and design to healthcare and product development. Everything is a result of design thinking, and its techniques and tools can also be applied to problems in the non-profit and public sectors.
3 CH | 4 ECTS
Seminar: Communication Skills
Show detailsThis seminar aims to provide students with the necessary skills for effective communication of a luxury brand. Based on storytelling and persuasion, students will learn the importance of creativity, being authentic and building an experience for the customer.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
Hospitality Management
Show detailsThis course provides students with a broad perspective of hospitality organizations and their operations, and gives insights into the origin, meanings and development of hospitality management. Students will analyze and reflect on the different cultural concepts of hospitality. In addition, students will be able to demonstrate a critical awareness of the boundaries of hospitality.
3 CH | 4 ECTS
Leadership
Show detailsThis course focuses on innovation management leadership. Presented in three modules, students will gain an understanding of innovation and the various leadership roles within organizations. Students will not only gain an understanding of how to lead innovation, but also how to develop as innovative thinkers.
3 CH | 4 ECTS
Innovation in Materials & Technology
Show detailsThis course focuses on the most innovative materials and latest technologies used in design. Emphasis is placed on the complex role materials play within a design process, innovation, society and a critical view. The students participate in a project and will work on real case studies for discussion during the course.
3 CH | 4 ECTS
Design Innovation
Show detailsThis course explores creativity, its relationship with innovation, and how design thinking, a creative process, is used for strategic innovation. Students learn in a hands-on, interactive way, exploring first their comfortable creative territories, and then to embrace ambiguity and go outside their comfort zones to discover new approaches to the creative process. Through reflection, introspection and philosophy students explore their own creativity and what it means to be creative.
3 CH | 4 ECTS
Seminar: Applied Cases in Tourism
Show detailsThis seminar aims to provide students with the necessary skills for effective communication of a luxury brand. Based on storytelling and persuasion, students will learn the importance of creativity, being authentic and building an experience for the customer.
1 CH | 2 ECTS
Final Project
Show detailsStudents will also be required to submit a final project (6 ECTS) at the end of their studies and to attend field trips, company visits and fairs as part of the experiential learning method.
4 CH | 6 ECTS
Learning Outcomes
In addition to industry-specific modules, this program focuses on development strategies and management styles geared towards creating leaders in the industry who can also apply the same skills to the wider commercial market. Students will:
- Investigate the impact of tourism planning and development on economic, sociocultural and physical environments.
- Have a systematic understanding of the hospitality and tourism service sector organizations, their external contexts and how they are managed.
- Critically evaluate the core business disciplines and methods at work in hospitality and tourism service sectors, and be able to apply these in practical contexts.
- Explore issues that concern host-visitor relationships.