Business Administration with a Major in Tourism

Master of Science in

www.hslu.ch/master-tourism

Preface

The Programme at a Glance

The Bologna Reforms and the New Master’s Degree

What Advantage Does a Master of Science in Business Administration – Major in Tourism – Offer?

The Programme – Overview of Skills

The Programme – Success Factors

The Programme – Modules

Application, Admission and Further Information

The Value of the Master’s Degree for Your Career

Additional Information

Location

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Contents

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The world is a book, and those who do not travel read only one page.

St. Augustine354-430 AD

Preface

Learning to cope in a complex environment The challenges in the tourism industry are becoming increasingly complex. The widespread need to travel, combined with the continually growing portion of the global population who can afford to do so, have triggered a protracted boom and sharpened the challenges faced by the industry. More over, 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 competi-tion for guests, to 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, business entrepreneurship and international business event management, which enable a solid founda-tion 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, marketing and sustainability also lie at the core of the curriculum, which aims to develop stu-dents’ analytical and methodological skills. As the programme has an international focus, to-gether with individual and group-based learning approaches, students will also attain various interpersonal, leadership, social and conflict-management skills. Leading experts agree that the Major in Tourism will provide students with the skills needed to make a long-term contribution to the international tourism industry. And that is exactly what the master’s programme is all about.

Prof Dr Julianna PriskinHead of the Major in TourismLucerne School of BusinessE-Mail: julianna.priskin@hslu.ch

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The programme continues where a bachelor’s degree (or equivalent qualifications) in Econo mics or Business Administration leaves off. Those with a bachelor’s degree in another discipline may be admitted to the programme.

Students have the possibility to enrol in a work-study programme, during which they can hold a part-time position, involving up to a 50% commitment 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 was developed in collaboration with numerous practitioners, focuses heavily on service management and tourism, and investigates business models and related aspects. The curriculum is internationally relevant.

The classes are entirely taught in English.

The programme lasts four semesters and the coursework offers 90 European Credit Transfer System (ECTS) credits. The workload for students is approximately 2,700 hours.

Classes are held in the heart of Lucerne, only a few minutes from the world-famous Chapel Bridge.

The programme awards graduates a Master of Science (MSc) degree in Business Administration that is internationally recognised.

International focus: students in a class usually originate from up to 15 countries.

Students can obtain a dual degree in cooperation with our partner Edinburgh Napier University in Scotland, United Kingdom.

The Programme at a Glance

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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 inter nationally on the other. Furthermore, students now have the option to graduate from universities or universities of applied sciences with a bachelor’s or master’s degree of equal value.

The Bologna Reforms and the New Master’s Degree

What is a consecutive master’s degree and what are its benefits? A 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 pro-gramme offers a specialisation in a particular area of academic expertise, while adopting an applied approach. Master’s programmes 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.

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A sought-after degree with interesting career optionsThe Master in Business Administration with a Major in Tourism offers the following advantages:

Study with a strong industry orientationThe 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 focusThe 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 module (Business Models in Practice) will be abroad. Students have two dual degree options including an M.Sc. in Tourism Management or an M.Sc. in International Festival and Event Management. Numerous partner universities also offer students the option to spend a semester abroad on exchange.

Contributing approximately 300,000 jobs and 4% of GDP, tourism ranks as the fourth-largest «export industry» in Switzerland. 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 tourism-related organisations for highly trained graduates holding a master’s degree.

What Advantages Does a Master of Science in Business Administration – Major in Tourism – Offer?

The unique combination of Service Management and TourismThe curriculum is closely tailored to industry needs. During the first year, students learn about contemporary service and tourism business management concepts and during the second, they focus entirely on tourism management specifically.

The holders of the master’s degree enjoy favourable career and development opportunities because the programme enables them to assume challenging roles in project work, and management. Entry level functions include leadership positions in quality assur-ance; heading the marketing unit of a small organisation; manag-ing 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 Major in Tourism study programme is a certified by the Swiss Agency of Quality Assurance (AAQ), which ensures and promotes the quality of teaching and research at universities in Switzerland.

Quality Accredited EducationSince 2012, the Master of Science in Business Administration with a Major in Tourism has been 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 this certification please visit www.unwto.org

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The Programme – Overview of Skills

Cross-disciplinary skills

Tourism is inextricably embedded in its social, political and physical environment. And this means modern managers must have the tools to cope with any issues that arise. Graduates will be able to apply their broad expertise from management and related disciplines using a systems approach.

Specialist skills in tourism

Graduates will have the expertise needed to devise solutions to management problems encountered in tourism and the service industry.

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.

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 advan-tage. The programme includes a number of modules that intro-duce students to the principles of successful strategic decision making.

Executive skills

The ability to manage small and medium-sized projects, such as developing an innovative scheme for a destination, is indispensa-ble 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.

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.

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Academic and practical orientationThe Lucerne School of Business is committed to aligning a research-based and a practical approach. Students develop skills by completing research-based 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.

The programme places great emphasis on developing those skills 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.

Teaching methodsThe programme thoughtfully combines in-class instruction with guided and self-directed study. Many of the modules also include excursions to visit companies and destinations in Switzerland and internationally. To ensure that the programme aligns research-based and practical orientations in a meaningful way, lecturers working at the master’s level must themselves have a research background as well as up-to-date practical experience in their field.

LanguageThe programme is entirely taught in English because a strong command of English is essential for a career in international tourism. The Lucerne School of Business recommends level C1 of the Common European Framework (IELTS 6.0 – 7.0) or an equivalent as its entrance requirement.

The Programme – Success Factors

StudentsThe master’s programme is primarily geared to graduates who hold bachelor’s degrees in business from a university or university of applied sciences. Those with a bachelor’s degree in another discipline may be admitted if they have additional credits in Business Administration Economics, Management or in Tourism. Students with no background in Tourism at the time of enrolment will have opportunities to acquire relevant credits during the first and the second semesters (see the information on admission on page 14).

LecturersThe Lucerne School of Business benefits from the participation of lecturers in the programme from selected partner universities. Furthermore, the teaching staff includes a distinguished group of experts from companies, consulting firms and other organisations. This ensures the high quality of the curriculum, while maintaining relevance to applied fields. More than 70% of the lecturers hold a PhD/doctoral degree.

Dual Degree OptionsStudents in the Major in Tourism programme have the opportunity to enrol in one of the dual degree options offered by our partner Edinburgh Napier University in Scotland, United Kingdom. The cooperation enables students to enrol at the School of Marketing, Tourism and Languages and to obtain a separate MSc degree in either International Tourism Management or International Festival and Event Management. Both of these study programmes are accredited and represent complementary skills and knowledge to the M.Sc. in Business Administration with a Major in Tourism study programme.

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The Programme – Modules

The Master of Science in Business Administration comprises an underlying component with general mana gement content and a clear focus on service management that includes all coursework completed during the first and second semesters.

The Major in Tourism programme allows students to learn about international tourism at the local and global levels, as well as at the level of individual businesses and in the context of different types of destinations. The various modules offered in the Major in Tourism programme have an international focus and cover the management of both tourism businesses and destinations.

The research modules of the programme enable students to enhance and apply their research skills to practical challenges and problems found in the contemporary tourism sector. The group-based applied research projects provide students with particular skills that subsequently facilitate the writing of an individual master’s thesis.

1 C = 1 ECTS credit = 30-hour workload for students

Management Modules Research Modules Supplementary Modules

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6 creditsResearch Methodology I

According to student needs

6 creditsChange Management

6 creditsResearch Methodology II

According to student needs

9 creditsApplied Research Project

3 creditsPreliminary Study for Master’s Thesis

12 creditsMaster’s Thesis & Defence

6 creditsNetwork Management

6 creditsCustomer Relationship Management

6 creditsTourism Business Entrepreneurship

3 creditsInternational Business Event Management

6 creditsInternational Tourism Environment

3 creditsBusiness Models in Tourism I

6 creditsStrategic Management of Tourism Destinations

6 creditsMarketing and Com-munication in Tourism

3 creditsBusiness Models in Tourism II

3 creditsSustainable Tourism Management

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The Programme –Service Management and Research Modules

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.

6 credits, 1st 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 prerequi-site for safeguarding the long-term survival of organisations. The need for organisations to change forces them to recognise the importance of planning, supporting, driving and evaluating change processes.

6 credits, 2nd Semester

Customer Relationship Management

Customer relationship management proposes a holistic manage-ment 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 relation-ship 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 relation-ships. As they work on projects, students will gain understanding of the operational methodologies and skills related to internal support functions as encountered in customer relationship man-agement projects.

6 credits, 1st Semester

Management Modules Research Modules

Preliminary Study for the Master’s Thesis

Students will write a proposal and detailed research plan for their master’s thesis project.

3 credits, 3rd Semester

Research Methodology I and II

These modules 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.

12 credits, Semesters 1 & 2

Master’s 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 subject-specific, applied and research skills they acquired in earlier modules. The master’s thesis counts as the culmination of the master’s programme.

12 credits, 4th Semester

Applied Research Project

This module enables students to correctly employ the methodologies used in applied research by focussing on specific case examples taken from tourism and related fields. To this end, it offers structured exercises that aim to explore specific problems from the research methodology modules more deeply.

9 credits, 3rd Semester

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Tourism Business Entrepreneurship

Students develop a comprehensive understanding of the factors that influence the setting up and development of a tourism company. The module has a strong applied orientation and covers a variety of business planning and management topics, including value creation, business design, innovation and entrepreneurship, as well as other subjects dealing with the establishment of a competetive small to medium-sized tourism business.

6 credits, 2nd Semester

Strategic Management of Tourism Destinations

Students will learn how to cope with the particular challenges of the strategic management of tourism destinations. They will be able to successfully evaluate, develop and implement complex strategies for tourism destinations by taking stakeholders’ interests into consideration. Students will also learn to apply different strategic, destination and stakeholder management tools. The module is based on theoretical concepts and interna-tional case studies from Asia, Europe, North America and Australia, and includes a resort excursion and a destination management game.

6 credits, 3rd Semester

The Programme – Major in Tourism Modules

6 creditsTourism Business Entrepreneurship

Value CreationBusiness Planning and DevelopmentCompetitiveness

6 creditsInternational Tourism Environment

International Tourism MarketsInternational Tourism PoliticsIntercultural Aspects of TourismNature Tourism

6 creditsBusiness Models in Tourism

Hotel Chain ManagementAirline and Airport ManagementTour OperatingBusiness Models in Practice

3 creditsInternational Business Event Management

3 creditsSustainable Tourism Management

6 creditsMarketing and Communication in Tourism

BrandingDistributionCommunication ChannelsE-marketing

6 creditsStrategic Management of Tourism Destinations

Strategy DevelopmentStrategy ImplementationStakeholder Management

International Business Event Management

This module facilitates a critical understanding of the current business event sector. Learning is centred on understanding markets for international conferences, drivers of infrastructure developments, as well as analysing the principle economic, social and environmental impacts of conference events and venues within a destination. Students will also acquire the skills to facilitate successful conference planning and management.

3 credits, 2nd Semester

International Tourism Environment

Students develop an in-depth understanding of the internationally connected tourism system with a focus on the international policy framework, understanding mature and emerging tourism markets, intercultural aspects, as well as nature and ecotourism manage-ment. The module enables students to understand and analyse contemporary global tourism developments from a political, socio-economic and environmental perspective.

6 credits, 3rd Semester

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Business Models in Tourism II

Students will deepen their abilities to evaluate business models in the tour-operating sector. The course «Business Models in Prac-tice» offers students an international study tour to visit and learn first-hand from leading tourism businesses and organisations at an international destination.

3 credits, 4th Semester

Marketing and Communications 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 online 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 an organisation to differentiate itself by using a variety of marketing instruments, including the most up-to-date mobile and online tools.

6 credits, 4th Semester

Sustainable Tourism Management

The module has a focus on both strategic and operational aspects of corporate responsibility and sustainable business management relevant for the broader tourism industry. Learning is aimed at understanding international sustainable management tools and their application in the hotel, aviation and tour-operating sub-sectors. Students will develop analytical skills relevant to imple-menting sustainable business management initiatives.

3 Credits, 4th Semester

Business Models in Tourism I

Using a structured approach, students learn to evaluate the business models of hotel chains, as well as the airline and airport sub-sectors. Moreover, students will be partly taught by interna-tional industry professionals in order to gain an overview of a range of business models and management frameworks.

3 credits, 3rd Semester

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The decision whether or not to accept a student onto the Business Administration programme rests with the Head of the Programme. Applicants must meet the following criteria:

– A bachelor’s degree or similar university qualification equivalent to 180 ECTS in Business Administration or Economics, Management, Tourism or a related discipline

– Proof of being able to participate actively in an English-speaking curriculum at university level with at least C1-level language skills

– Exceptionally high level of motivation and willingness to perform– Positive outcome of the admission interview

Applicants who do not meet these requirements may be admitted on the condition that they visit recommended supplementary modules to make up for any missing coursework during the first year of the course.

An application must include:

– The completed application form– Proof of a previous qualification (degree, degree supplement,

transcripts of records, document showing grades)– Letter of motivation in English– Relevant language certificates– Curriculum vitae with photo– Copy of the bachelor’s degree thesis or similar individual project,

including the grade.

Students from abroad do not need to enclose a confirmation of exmatriculation and native English speakers do not need to prove their English language skills.

Candidates who are still working on their bachelor’s degree at the time of the application can submit any missing application docu-ments during the beginning of their 1st semester studies.

Application, Admission and Further Information

The application documents must be submitted by mid-May to:

Lucerne School of BusinessSecretariat of the Master’s ProgrammeZentralstrasse 9CH-6002 LucerneSwitzerland

T +41 41 228 41 30F +41 41 228 41 31master.wirtschaft@hslu.ch

The Lucerne School of Business will conduct admission interviews all year round within six weeks after having received a complete application. Because places in the programme are awarded in the order in which applications are received, early application is encouraged.

Further information on MSc programmes and application forms are available at www.hslu.ch/master-tourism.

The Head of the Programme will be happy to provide advice and information. Contact Prof Dr Julianna Priskin on T +41 41 228 42 67 or at julianna.priskin@hslu.ch.

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The Value of a Master’s Degree for Your Career

Dr. Stefan KreuzpaintnerDirector, Vice President Pricing and Revenue Management Brussels Airlines

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.

Jürg Schmid Director, Switzerland Tourism

Competition in tourism has increased 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.

Roland SchmidChief of Staff, Corporate Communications TUI Suisse

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 all tourism organi-sations. With this in mind, the Service Management programme as part of the master’s degree offers a basis for a wide range of career opportu-nities in Switzerland and abroad.

Clemens Hunziker General Manager, Hotel Schweizerhof Lucerne

Quality, as it relates to basic service expectations and any surprise elements in running a business, is often communicated as the key success factor in hospitality. However, an organisation will only succeed in surprising and delighting its guests if it has a highly innovative culture.

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Additional Information

Programme datesThe MSc in Business Administration always starts in mid-September and normally lasts two years. The dates of the semester breaks are posted on www.hslu.ch/w-master.

Weekly programme scheduleRegular master’s 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 take place on Thursday and Friday. Certain modules require an entire week for participation.

LocationClasses are held in the heart of the city of Lucerne. The campus in Lucerne has modern and well-equipped teaching facilities.

Programme feesTuition is CHF 800 per semester. This does not include the the costs of copying instructional material, costs for exams, photcopies, study trips, etc. An overview of the cost of living is posted on www.hslu.ch/w-master

Notebook computersAll new students are expected to have their own notebook com-puter.

LucerneLucerne is known as the City of Light 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 characteristics of a typical Swiss city. It continues to attract tourists from around the world, almost half of whom come from other continents.

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.

«Campus Lucerne» and university sportThe universities and other well known educational institutions in 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 ServicesThe Lucerne School of Business works closely with the central services of the Lucerne University of Applied Sciences and Arts to provide career services so that students are well prepared for life after graduation. In this regard, the Career Services unit is the interface between university and professional life. While offering practical assistance in finding a job (e.g. individual counselling, courses and workshops) Career Services also provides contacts to employers, companies and institutions. For more information, go to www.careers.hslu.ch.

Student housingThe Student Residents’ Association (StuWo-Luzern) helps students find affordable housing in the area. For more information go to www.stuwo-luzern.ch.

LanguageAlthough all courses are taught in English, it is useful to learn German, as in everyday life it is the main language used in Lucerne. Moreover, it is very hard to find a job without a good knowledge of German. The Language Centre («Sprachenzentrum») of the Lucerne University of Applied Sciences and Arts offers a variety of language courses at different levels.

Internship ProgrammeStudents with good German skills (C1 or equivalent) that success-fully complete their first semester modules may apply to participate in the Internship Programme. This offer is a professional opportu-nity enabling Major in Tourism students to get the chance to be employed by a tourism company or organisation while they are studying, thereby significantly enhancing their applied skills and knowledge.

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The Lucerne School of BusinessThe Lucerne School of Business is one of the Schools of the Lucerne University of Applied Sciences and Arts. As a competence centre for middle and senior management education, it makes an im-portant contribution through its participation in applied research and consulting. It aims to provide an education for specialists and managers and supports organisations and institutions in develop-ing solutions for their administrative and operational needs.

Besides the bachelor’s programme in Business Administration covering seven focus programmes and numerous consecutive mas-ter’s degree options, the Lucerne School of Business offers several other continuing education programmes. The Lucerne School of Business features the most comprehensive suite of post-graduate programmes of all Swiss universities of applied sciences. Further-more, it partners with other universities in Switzerland and abroad.

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1 Lucerne School of Business Main building Zentralstrasse 9 P.O. Box 2940 CH-6002 Lucerne Switzerland

2 Lucerne School of Business Institute of Tourism ITW Rösslimatte 48 P.O. Box 2940 CH-6002 Lucerne Switzerland

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Information and Contact

www.hslu.ch/international

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Lucerne School of Business

Master’s SecretariatZentralstrasse 9P.O. Box 2940CH-6002 LucerneSwitzerland

T +41 41 228 41 30F +41 41 228 41 31master.wirtschaft@hslu.chwww.hslu.ch/international