Master of Science in Business Administration With Major in Tourism www.hslu.ch/international Table of contents Master of Science in Business Administration With a Major in Tourism Preface The programme at a glance The Bologna reforms and the new Master degree What advantage does a Master of Science in Business Administration – Major in Tourism offer? The programme – overview of competencies The programme – success factors The programme – modules 12 Application, admission and further information 13 The value of the Master degree for your career 15 Additional information 17 Location Publishing details Design and Editing Lucerne School of Business Layout Lucerne School of Art and Design Marketing and Communication M&K Information and Contact www.hslu.ch/international Preface The world is a book, and those who not travel read only one page St Augustine 354-430 AD Learning to cope in a complex environment Challenges in the tourism industry are becoming increasingly complex The wide-spread need to travel, combined with the continually growing portion of the global population who can afford to so, have triggered a protracted boom and sharpened the challenges faced by the industry Moreover, tourists are generally averse to crowds and prefer personalised offers Providers, on the other hand, are faced with issues that range from residents living near airports to global competition for guests – the desire of developing countries to benefit from the attractive jobs and earnings afforded by tourism In order to prevail in this highly competitive and complex environment, it becomes necessary to offer services with an excellent price-value ratio geared to an increasingly demanding clientele To live up to this challenge, the tourism sector and its closely linked industries rely on highly trained individuals who can take a broad view of current trends and are able to adopt a strategic approach in response to industry developments The master’s programme is laid out in two broadly defined yet closely related content areas During the first year, students will focus primarily on the topic of service management, which provides them with a solid foundation for understanding the complexity of the products that visitors will ultimately consume During the second year, the programme offers a series of integrated modules that examine specific aspects of the tourism industry First, students will learn about the international tourism environment They will examine important business models found in the industry in order to understand how tourism and the environment interrelate – primarily as seen from an economic perspective – by working on case studies and going on excursions Strategy, communication and marketing lie at the core of the curriculum, which aims to develop students’ analytical, strategic and methodological skills Because interpersonal skills such as conflict management, sensitivity to foreign cultures and indirect leadership are highly significant in tourism, the major pays special attention to these Leading experts agree that the Major in Tourism will provide students with the competencies needed to make a long-term contribution to the international tourism industry And that is exactly what the Master’s program is all about Dr Julianna Priskin Head of the Major in Tourism Lucerne School of Business The programme at a glance – The programme continues where a Bachelor’s degree (or equivalent qualifications) in economics or business administration leaves off Those with a Bachelor’s degree in another discipline, may be admitted to the programme – Students have the possibility of enrolling in a work-study programme during which they hold a part-time position ecompassing up to 50% of working hours in management or tourism, or in an organisation with a strong international orientation – The degree offers graduates attractive career prospects as team leaders or project managers in a tourism organisation or in a related area – The programme’s content, which was developed in collaboration with numerous practitioners, focuses heavily on service management and tourism and investigates business models and related aspects – The classes are entirely taught in English – The programme lasts four semesters and the coursework offers 90 credits of the European Credit Transfer System (ECTS) In terms of workload, students will need to invest approximately 2,700 hours – The curriculum adopts a hands-on approach aligned with its academic objectives and offers internationally oriented training in management or a specialised field – Classes are held in the heart of Lucerne, only a few minutes from the worldfamous Chapel Bridge – The programme awards graduates with a Master of Science (MSc) degree in Business Administration that is internationally recognised – International focus: students in a class usually originate from about 15 countries; the topics are international The Bologna reforms and the new Master’s degree Virtually no other change has had a stronger impact on Swiss education than the Bologna reforms By establishing an international benchmark in programmes and qualifications, the reforms promote mobility among students on the one hand and open up career options internationally on the other Furthermore, students now have the option of graduating from universities or universities of applied sciences with a Bachelor’s or Master’s degree of equal value What is a consecutive Master’s degree and what are its benefits? The consecutive Master’s degree is geared to individuals who have a Bachelor’s degree or equivalent qualification and are interested in gaining an additional qualification, or who have a strong need to pursue an academic interest As a continuation of the Bachelor’s degree, the Master’s programme offers a specialisation in a particular area of academic expertise while adopting an applied approach Master’s programmes thus are strongly focused on developing analytical skills among students, thereby providing them with career prospects in middle and upper management Many Master’s programmes are designed as a work-study option that permits participants to benefit from immediate knowledge transfer and to continue their professional development without interruption Thanks to the Bologna reforms, consecutive Master’s degrees are internationally recognised and open up career options for graduates outside of Switzerland as well The Master of Science is not the same as the Master of Advanced Studies The new consecutive Master’s degree counts as a second level of higher education and should not be confused with the Master of Advanced Studies (MAS) or an Executive Master of Business Administration (EMBA) degree Both the MAS and the EMBA are professional development programmes that require students to have several years of practical experience The consecutive Master’s degree, however, demands a higher workload and features more stringent academic requirements What advantage does a Master of Science in Business Administration – Major in Tourism offer? Contributing approximately 300,000 jobs and 4% of the GDP, tourism ranks as the fourth-largest “export industry” of Switzerland, and is known universally as the largest industry Growth in tourism organisations abroad and in Switzerland, combined with increasingly complex projects underway in Eastern Europe, India, China and other emerging destinations, open up a wide range of perspectives in tourismrelated organisations for highly trained graduates holding a Master’s degree A sought-after degree with interesting career options The Master in Business Administration with a Major in Tourism offers the following advantages: – Study with a strong industry orientation: The curriculum is closely tailored to the needs of the tourism sector Teaching methods are varied and include lectures by tourism professionals, industry simulations, case studies and the option to work in the industry The university believes that successfully combining a strong practical orientation with challenging applied programme components will enhance its graduates’ long-term prospects in the job market – Strong international focus: The programme’s content is geared primarily to the needs of organisations with a strong international orientation Some lecturers come to Lucerne from foreign partner universities to teach in the Master’s programme The teaching language is English It goes without saying that the destination of the study tour will be abroad Up to twenty nationalities are represented in one master class – The unique combination of service management and tourism: The curriculum is closely tailored to industry needs During the first year, students learn about contemporary service management concepts and during the second, they focus on tourism management specifically The holders of the Master’s degree are faced with favourable career and development opportunities because the programme enables them to assume challenging roles in project work, specialised fields and management Entry level function include leadership positions in quality assurance; heading the marketing unit of a small organisation; managing product, sales, or marketing projects; or assisting executives or association heads Graduates can transfer their expertise to other industries, drawing on tourism’s reputation as a “training camp” where managers develop a service orientation The programme – overview of competencies Developing a broad range of expertise In 2012, the Master of Science in Business Administration with a Major in Tourism was certified by the United Nations World Tourism organization (UNWTO) as the only specialised higher education course in Switzerland in this field For more information on the certification please visit www.unwto.org Graduates will acquire the following competencies in particular: – Specialist skills in tourism Graduates will have the expertise needed to devise solutions to management problems encountered in tourism and the service industry – Strategic decision making Managers who adopt a strategic approach and can respond ex ante to anticipated moves of partners or competitors will have a foundation on which to build a sustainable competitive advantage The programme includes a number of modules that introduce students to the principles of successful strategic decision making – Analytical skills Students will learn how to analyse complex issues and problems in and around tourism organisations, develop solutions, and implement these successfully using a range of strategies – Cross-disciplinary competencies Tourism is inextricably embedded in its social, political and physical environment And this means modern managers must have the tools to cope with any tensions that arise Graduates will be able to apply their broad expertise from management and related disciplines using a systems approach – Intercultural skills Those working in tourism will invariably come into contact with a broad range of cultures through their interactions with employees, colleagues, guests and business partners Furthermore, service providers must work together closely to ensure seamless service provision in line with set quality standards – the key reason why developing intercultural skills is an integral part of the curriculum – Executive competency The ability to manage small and medium-sized projects such as developing a scheme for innovation becomes indispensable in view of the current state of the tourism industry Students will have opportunities to develop such skills through their involvement in applied projects and by working on case studies The programme – success factors Academic and practical orientation Any attempt to harmonise an academic and a practical orientation might seem contradictory at first However, Lucerne School of Business is committed to aligning these two approaches as follows: Students develop competencies by completing academic work, participating in practical research projects, and writing a Master’s thesis on a particular topic relevant to an applied field With regard to research projects, they collaborate closely with industry partners Students The Master’s programme is primarily geared to graduates who hold academic or Bachelor’s degrees in business from a university or university of applied sciences Those with another university or Bachelor’s degree may be admitted if they have additional credits in business administration and in economics or economic geography Students with no background in tourism at the time of enrolment will have opportunities to acquire these credits during the first and the second semester (see admission on page 12) The programme places great emphasis on developing those competencies that are clearly applicable in day-to-day professional life This means that students will be able to apply many of the methods and instruments encountered in the practical work of their professional activities Lecturers Lucerne School of Business engages lecturers from selected partner universities such as the University of Brighton Furthermore, the teaching staff includes a distinguished group of experts from companies, consulting firms and other organisations This ensures a high quality standard within the curriculum content, while maintaining relevance to applied fields More than 70% of the lecturers hold a PhD/doctoral degree Teaching methods The programme thoughtfully combines in-class instruction with guided and self-directed study To ensure that the programme aligns academic and practical orientations in a meaningful way, lecturers working at the Master’s level must have a rigorous academic background as well as up-to-date practical experience in their field Language The programme is entirely taught in English because a strong command of English is essential for a career in international tourism The university recommends level C1 of the Cambridge ESOL (IELTS 6.0 – 7.0) or an equivalent as the entrance requirement The programme – modules allowing students to learn about the sub-sectors of the tourism industry Business models are of particular interest, because they depend on their ability to form close networks amongst several organisations The “International Tourism Environment” module takes a close look at relevant aspects surrounding international tourism The Master of Science in Business Administration comprises a fundamental component with general management content and a clear focus on service management that includes all coursework completed during the first and second semesters Modules 33T-35T and 42T-44T constitute the Major in Tourism The “Strategic Management of Tourism Destinations” and “Marketing and Communication in Tourism” modules, both of which examine individual organisations, make up the core of the Major Moreover, the programme studies a range of business models, The programme offers an integration module during which students work on complex case studies They thus rely on knowledge gained in previous modules with a view to reinforcing and applying particular skills Modules 22/31 (Applied Research Project) and 32/41 (Master Thesis Project) naturally also have a clear focus on tourism issues Applied Research 12 Network Management 6C 13 Customer Relationship Mangement 6C 23 Change Management 6C 11 Major in Tourism 3rd Semester 4th Semester Business Models in Tourism II Marketing and Communication in Tourism 6C 44T Integration and International Excursion 6C 9C Preliminary Study for Master Thesis 3C 41 Master Thesis (incl Defense) 3C 43T Applied Research Project II Strategic Management of Tourism Destinations C 42T 9C 3C 35T Applied Research Project I 32 Business Models in Tourism I 3C 6C 34T Research Methodology II 22 International Tourism Environment 6C 21 33T Research Methodology I 31 Service Managment 2nd Semester 1st Semester Management Modules 12 C The programme – modules Service Management Module 12 (6 credits, 1st Semester) Module 13 Network Management This module focuses on strategic management as observed in the context of networks On the basis of strategic management processes in organisations the module offers a behind-the-scenes look at the particular nature of management involving networks It analyses the fluid boundaries that exist between organisations and their surrounding networks and markets while analysing both the possibilities and limitations of decision making at the same time In this context, traditional opposites such as cooperation and competition, or markets and hierarchies, cease to be common denominators, while legal and regulatory control mechanisms become more important (6 credits, 1st Semester) Customer Relationship Management Customer relationship management proposes a holistic management approach that places the client at the centre of the organisation’s activities Client-focused management practices are further understood as the central strategic issue of small and medium-sized enterprises across the industry Customer relationship management has proven to be a robust concept in its ability to coordinate cross-functional strategies, processes and measures in the long term with the aim of securing profitable client relationships As they work on projects, students will gain understanding of the operational methodologies and competencies relating to internal support functions as encountered in customer relationship management projects Module 14 (6 credits, 2nd Semester) Change Management This module examines the interface between the organisation and its markets from a dynamic, developmental perspective This means that change becomes the source of innovation in technology, service and processes and thus is seen as the prerequisite for safeguarding the long-term survival of organisations The need of organisations to change forces them to recognise the importance of planning, supporting, driving and evaluating change processes Major in Tourism (Modules – 8) Module 33T 6C International Tourism Environment Tourism Markets Eco Tourism Intercultural Aspects of Tourism Int’l Tourism Politics Module 34T/42T 6C Business Models in Tourism Cruise Management Hotel Chain Management Airline and Airport Management Tour Operating Module 35T 6C Strategic Management of Tourism Destinations Strategy Development Strategy Implementation Stakeholder Management Module 43T 6C Marketing and Communication in Tourism Branding Distribution Communication Channels Module 44T 6C Integration and International Excursions The programme – modules Major in Tourism Module 33T (6 credits, Semester) rd International Tourism Environment Students will develop an in-depth understanding of the internationally connected systems found in tourism as they relate to the ecological environment, tourism politics and culture; they will also learn to identify the resulting opportunities and risks that individual organisations face Module 34T (3 credits, 3rd Semester) Business Models in Tourism I Students will be able to evaluate the business models of key sub-sectors of the tourism industry (airline and airport management and hotel chain management) using a structured approach Students will be taught by industry professionals in order to gain an overview of a range of business models Module 35T (6 credits, 3rd Semester) Strategic Management of Tourism Destinations Students will learn how to cope with the particular strategic challenges encountered in tourism organisations and business models By developing and implementing strategies, managing stakeholder interests, and practicing corporate governance, they will learn how to successfully develop, evaluate, and implement complex measures by taking stakeholders’ interests into consideration Module 42T (3 credits, 4th Semester) Business Models in Tourism II Students will deepen their abilities in evaluating business models They apply their knowledge in business models of cruise management, tour operation or public transportations Module 43T marketing and communication mix The module is fully focused on providing the strategic and conceptual expertise needed to develop a uniform tourism brand that enables the organisation to differentiate itself Module 44T (6 credits, 4th Semester) Integration and International Excursion Students will work on the practical components of a project and go on a study tour to a tourism destination The project is developed together with representatives of tourism service providers outside of Switzerland and take the current challenges in terms of sustainability into consideration Module integrates and reinforces the content of modules to Module 11/21 (9 credits, 1st/2nd Semester) Research Methodology This module enables students to develop the instruments and methodologies used in applied research by tackling a particular problem in the field of service management and innovation Module 22/31 (18 credits, 2nd/3rd Semester) Applied Research Project This module enables students to employ the methodologies used in applied research correctly by focussing on specific case examples taken from the fields of tourism and related fields To this end, it offers structured exercises that aim to explore specific problems from Modules 11 and 21 more deeply Module 32 (3 credits, 3th Semester) Preliminary Study for Master Thesis Students will craft their Master’s thesis project (6 credits, 4th Semester) Marketing and Communication in Tourism This module consistently focuses on the principles of developing and managing a tourism brand Students will gain experience in decision-making as it relates to market research (brand status), brand distribution, brand communication and relationship marketing (brand loyalty) Moreover, they will acquire the tools for tackling the important tasks involved in implementing a tourism organisation’s 10 Module 41 (12 credits, 4th Semester) Master Thesis While working on their Master’s thesis (12 credits), students will pursue their own research topic independently and thus create an overarching context for the technical, applied and academic skills they acquired in earlier modules The Master’s thesis counts as the culmination of the Master’s programme 11 Application, admission and further information The decision on whether or not to accept a student to the MSc in Business Administration programme rests with the head of the programme Applicants must meet the following criteria: – Bachelor degree or similar university qualification in Business Administration or economics, business economics, business law or a related discipline – Proof of being able to participate actively in an English-speaking curriculum at university level – Exceptionally high level of motivation and willingness to perform – Positive outcome of the admission interview Applicants who not meet these requirements may be admitted on the condition that they make up any missing coursework during the first year of the course The application must include: – The completed application form – Proof of a previous qualification (degree, degree supplement, transcript, document showing grades) – Statement explaining the reasons for the application – Proof of a command of English – Curriculum vitae with photo – Copy of the Bachelors degree thesis or similar individual project, including the grade The application must include the completed application form and all documents listed on this form Students from abroad not need to enclose the confirmation of exmatriculation, native-english speakers not need to prove their English language skills Candidates who are still working on their Bachelors degree at the time of the application can submit any missing application documents at a later time 12 The application documents must be submitted by mid-May to: Lucerne School of Business Secretariat of the Master’s programme Zentralstrasse CH-6002 Lucerne Switzerland T +41 41 228 41 30 F +41 41 228 41 31 master.wirtschaft@hslu.ch The university will conduct admission interviews all year round within six weeks after having received the complete application Because seats in the programme are awarded in the order in which applications are received, early application is encouraged Further information on the consecutive Master’s programmes and application forms are available at www.hslu.ch/international The head of the programme will be happy to provide advice and information Contact Julianna Priskin at T +41 41 228 42 67 or at julianna.priskin@hslu.ch The value of the Master’s degree for your career “The unique combination of gaining work experience while studying for a Master’s degree gives graduates an edge in the job market That’s clearly the type of course I’d choose if I were studying again As an employer I find it most impressive.” “Being of service to clients and aiming for high performance are decisive factors in tourism organisations Furthermore, the relationship of price to service quality lies at the centre of decision making in inbound and outbound tourism organisations, and in the hospitality and catering sector as well With this in mind, the Service Management programme as part of the Master’s degree offers a basis for a wide range of career opportunities in Switzerland and abroad.” Dr Stefan Kreuzpaintner Director Revenue Management Lufthansa Airlines Roland Schmid Chief of Staff Corporate Communications TUI Suisse “Competition in tourism has stepped up its pace considerably in recent years and has reached cut-throat levels today This means mature tourism markets are forced to rely on highly qualified management staff In view of this, the Master of Science in Business Administration with a Major in Tourism clearly fills a need in the professional development market in Switzerland.” “Quality as it relates to basic service, expectations and the surprise elements are often communicated as the key success factors in hospitality However, an organisation will only succeed in surprising and delighting its guests if it has a highly innovative culture.” Jürg Schmid Director Switzerland Tourism Clemens Hunziker General Manager Hotel Schweizerhof Lucerne 13 14 Additional information Programme dates The MSc in Business Administration always starts in mid-September and normally lasts two years The dates of the semester breaks are posted at www.hslu.ch/w-master Weekly programme schedule Regular master couses are held on Monday and Tuesday in the first year This allows students to plan their work schedule to take supplementary modules or meet their families’ needs In the second year courses will take place on Thursday and Friday Location Classes are held in the heart of the city of Lucerne The campus in Lucerne has modern and well-equipped teaching facilities Programme fees Tuition is CHF 800 per semester This does not include the costs of instructional material, costs for exams or copy cost and study trips, etc The full costs for living are posted at www.hslu.ch/w-master Notebook computers All new students are expected to have their own notebook computer Lucerne Lucerne is known as the City of Lights and features distinctive landmarks, such as the Water Tower and the Chapel Bridge, both built around the year 1300 Tourists discovered the beauty of Lucerne and its surrounding regions in the early 18th century, a time that marks the birth of the regional tourism industry Situated by the Lake of Lucerne with its backdrop of snow-covered mountains, Lucerne embodies all the traits of a typical Swiss city It continues to attract tourists from around the world, almost half of whom come from other continents “Campus Lucerne” and university sport The universities and other renowned educational institutes of central Switzerland are members of the “Campus Lucerne” programme, which is available to all students and staff members free of charge There is no registration procedure and the programme offers courses in fitness, wellness, games, outdoor sports and water sports Please refer to www.campusluzern.ch for more information Career services Lucerne School of Business works closely with the Lucerne University of Applied Sciences and Arts in providing career services so that students are well prepared for life after graduation In this regard, career services are the interface between university and professional life While offering practical assistance in starting a job (e.g individual counselling, courses, workshops and other important requirements) career services also provides contacts to employers, companies and institutes For more information, go to www.careers.hslu.ch Student housing The student resident association (StuWo-Luzern) helps students find affordable housing in the area For more information, go to www.stuwo-luzern.ch Language Although all courses are taught in English, it is useful to learn German as in the everyday life German is the main language used in Lucerne Moreover, it is very hard to find a job without good knowledge of German The “Sprachenzentrum” of the Lucerne School of Business offers a variety of language courses on different levels Companion Programme For students that not fail any module during their first semester, a companion programme is offered Companions prefere students with good German skills As the “capital” of central Switzerland, Lucerne offers a wide range of opportunities for taking part in sports, attending cultural events and visiting attractions Moreover, the efficient Swiss public transport system puts Lucerne within easy reach of Zurich, Basel and Bern 15 16 Location Lucerne School of Business Besides the Bachelor’s programme in business administration covering seven focus programmes Lucerne School of Business offers three consecutive Master’s programmes Lucerne School of Business features the most comprehensive post-graduate programmes of all Swiss universities of applied sciences Furthermore, it is affiliated with other universities and partners in the fields of business and administration in Switzerland and abroad Lucerne School of Business is one of the departments of Lucerne University of Applied Sciences and Arts As a competence centre for upper management training, it makes an important contribution to developing the overall level of knowledge in society through its participation in applied fields (training and development), research and consulting It aims to provide training for specialists and managers and supports organisations and institutes in developing solutions for their administrative and operational needs Karte Luzern Bale/Berne Zug/Zurich Exit 26 Lucerne centre (only to/from the north) Vierwaldstättersee Historc city centre Lake of Lucerne Ra ilw ay Sta tio Lu ce rne P n Moto KK L Luc ern e rway P A2 Exit 27 Lucerne-Kriens Gotthard/Horw Lucerne School of Business Lucerne School of Business Main building Institute of Tourism ITW Zentralstrasse Rösslimatte 48 P.O Box 2940 P.O Box 2940 CH-6002 Lucerne CH-6002 Lucerne Switzerland Switzerland Lucerne School of Business Secretariat of the Master programme Zentralstrasse P.O Box 2940 CH-6002 Lucerne Switzerland F +41 41 228 41 31 master.wirtschaft@hslu.ch www.hslu.ch/international 11-2011,V.3 T +41 41 228 41 30 ... of contents Master of Science in Business Administration With a Major in Tourism Preface The programme at a glance The Bologna reforms and the new Master degree What advantage does a Master of. .. mature tourism markets are forced to rely on highly qualified management staff In view of this, the Master of Science in Business Administration with a Major in Tourism clearly fills a need in the... range of perspectives in tourismrelated organisations for highly trained graduates holding a Master? ??s degree A sought-after degree with interesting career options The Master in Business Administration