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1 Innovative Hospitality Management Master program IN ASSOCIATION WITH: TSI is affiliated to the ESADE Foundation

2 Degrees Master of Science (MSc) in Innovative Hospitality Management* issued by Universidad Ramon Llull, Barcelona Master in Hospitality Management issued by Zuyd University of Applied Sciences, Hotel Management School Maastricht * Official Master in Science Degree recognized by the Spanish Ministry of Education barcelona Ramon Llull University TSI-Tourism Sant Ignasi Affiliated to the ESADE Foundation TSI-Tourism Sant Ignasi was founded by the Jesuits and is the tourism faculty of Ramon Llul University, affiliated to ESADE Foundation. Its mission is the education and professional development of students, which is the key to excellence in offering top quality service in the tourism sector. TSI promotes teaching, research and dissemination of knowledge in the areas of tourism and hospitality management. This University initiative combines innovation and tradition, a human factor and high technology, academics and the business world, a local identity and a universal mission. TSI is a young university, encouraging students' active participation, through open dialogue and responsibility, in the spirit of excellence, the pursuit of passion and concern for social transformation, all within an intercultural setting which enables the personal and professional growth of students. Tourism studies have been offered since The Innovative Hospitality Management Master program has been running since Since TSI-Tourism Sant Ignasi is affiliated to the ESADE Foundation, one of the most prestigious academic institutions in the world. The university is situated in the ESADE campus in neighbourhood of Pedralbes, one of the most sophisticated areas of Barcelona. The Campus offers an academic environment and top facilities to ensure adequate theoretical and practical training, complimented by cultural and social activities. The Innovative Hospitality Management Master Program is run in collaboration with Oxford Brookes University. The aim is to enhance the Master student s experience in each of the centers, and to specifically underpin future developement with a focus on research and innovation

3 The goal of our joint international program is to ensure that creative individuals, with a passion for the hospitality industry, are ready to face the challenges in this industry. Therefore, we constantly ask ourselves what knowledge and attitudes are essential, despite rapid changes in the labour market, and what skills are vital for flexibility and lifelong learning. That is why we train our students in a context that will lead to a synthesis between specialization and general skills. Moreover we will create a sense of cultural awarness and potentialise personalities which can be applied to a broader field. Ad Smits Dean Maastricht Hotel Management School Ricard Santomà Dean TSI-Tourism Sant Ignasi maastricht Zuyd University of Applied Sciences Hotel Management School Maastricht Oxford Brookes University Business School is a dynamic and international educational center consistently applauded for the excellence of the learning and teaching. The University practices a special 'Brookes blend' of critical enquiry with practical insight, of rigour with relevance. Oxford Brookes University has a deep connection with the world of business, which ensures the relevance of the courses, the credibility of the staff and the career successes of the students. Since its foundation in 1950, the Hotel Management School Maastricht (HMSM) has built up an excellent reputation. The internationally acclaimed school is in the top 10 of Hotel Management Schools worldwide. In 2010, the HMSM was chosen as the best Hotel Management School in the Netherlands, scoring particularly well on graduation rates, number of contact hours and facilities offered. The Hotel Management School Maastricht is a department of Zuyd University of Applied Sciences. Zuyd University is the foremost university of applied sciences in the Netherlands, according to the 2008 edition of the Higher Education Guide (Keuzegids Hoger Onderwijs 2008). The Hotel Management School Maastricht was founded in 1950 as a private school by local hotel companies, and gradually evolved into one of the Netherlands top-ranking hotel schools. Over the past decades, the Maastricht Hotel Management School has obtained a solid reputation thanks to its broad network of contacts with international companies and hotel chains - many of which employ the school s former students.the Hotel Management School Maastricht provides first-class education for a career in the Hotel and Tourism sector. The HMSM has three distinct foundations: the renowned Hotel School itself, the Teaching Hotel Château Bethlehem and training/consultancy for the hospitality industry. The Hospitality Management programs are taught at the campus of Bethlehem Castle, where up-to-date studying facilities contrast with a unique historical setting, a 13th century castle turned into a design hotel. The hotel offers 26 unique design rooms, a restaurant, two bars and six conference rooms.

4 The Industry You are part of the International Hospitality Field In-company project An enriching and enjoyable experience How to Practice Relationship Marketing in a Chinese High Staff Turnover Market Star Group Event Marketing Beijing, China «During my in-company research I worked as the Marketing Executive for a Chinese event marketing company. I concentrated on how to practice relationship marketing in a Chinese high staff turnover market. Building up relationships and effectively using information and knowledge is difficult in a game where the players are constantly moving. This contemporary topic showed to be relevant for several industries, the outcome useful for several companies.» PAUL GROOTINGS IHM 2007 Marketing Repositioning Plan The Cadogan Hotel London, UK «I completed an internship in a five-star hotel in London where I was a member in the sales department. I learned a lot and realised that the sales field is what I am really interested in. For today s young professionals, it is important to be fluent in several languages and to be able to say yes to jobs that may not be close to home, in order to gain as much experience as possible. It was a demanding 6-month period although I can say it really helped to round off everything I had been studying. Currently I am at the Ritz Carlton company, working my way up the ladder, and continuing to grow in this field.» SANDRA MARTÍNEZ IHM 2007 COMPANIES COOPERATING WITH THE IHM PROGRAM INCLUDE: Marriott Barceló Hotels Four Seasons Intercontinental Conrad Hotels Design Hotels Dolce Hotels Le Meridien Magma Turismo Relais & Châteaux Accor Group NH Hotels Ritz-Carlton Riu Hotels Fuenso TravelClick Radisson SAS Sol Meliá Hotels Starwood World of TUI The Stein Group Hilton Hotels Horwath Consulting Worldhotels «Hospitality professionals only achieve excellence in their careers with a personal commitment and a passion for the industry.» JAUME TÀPIES President Relais & Châteaux Alumni Human Resources Manager Four Seasons Hotel Toronto Toronto, Canada «The IHM program is very dynamic because of the diverse cultural and academic backgrounds of the students, professors and surroundings. For a study in hospitality management, these are excellent attributes for professional development. In my current position, I manage the learning and development programs for all employees as well as recruitment for a wide variety of positions in connection with hospitality programs and Four Seasons properties worldwide. I am really enjoying the company and people I work with.» LINDSAY LAWLER IHM 2005 Director of Sales and Marketing Pacifica Host Hotels United States «A Masters from the IHM program has not only provided me with the professional skills necessary to succeed in this incredibly exciting and emerging industry, but also enabled me to grow personally. Living abroad in cities like Barcelona, with its tremendous energy, as well as studying at the Management Hotel School Maastricht in The Netherlands, with its extraordinary culture, offers a foreign student like myself, a hospitality management education bodied with an innovative and international edge, un-paralleled by any other program.s» JENELLE M. DAVIS IHM 2006

5 Innovative Hospitality Management Main Focuses LEADERSHIP COMPETENCIES. Nothing will change if we remain the same. We, the people working in hospitality, will be the ones in charge of making it an interesting field for personal and professional growth. Competencies monitored include personal development, communication skills, intercultural, leadership and networking skills. INNOVATION IN HOSPITALITY. New trends in the hospitality field are changing the scenario of the job for the future. The program prepares students to provide a more creative and efficient approach to the profession. Real life case studies complement the academic inputs. HOSPITALITY MANAGEMENT. Students become acquainted with a creative and systematic pursuit of organizational goals within the hospitality industry, by planning, organizing, leading and controlling the available resources in a concerted and sustainable way. HOSPITALITY RESEARCH. In association with Research skills in the hospitality field are a critical success factor for anticipating future scenarios and for transferring academic knowledge needed to face challenges in the industry. The research area is delivered in association with Oxford Brookes University Business School (Oxford, UK), renowned worldwide for their expertise in hospitality research. Learning Environment The institutions strive for excellence, which is why all specialization courses are conducted by renowned lecturers (both Ph Ds. and international experts). Our teaching methodology is based on: Stimulation of critical thinking and transforming management problems into opportunities from a multidisciplinary and multicultural perspectives. Teaching both concepts and theories of business administration, as well as requiring our students to perform practical exercizes. A comprehensive program that allows for personalization and flexibility. Our learning environment includes academic lectures, team work, coaching, case studies, contact with professionals, cross-cultural experience, educational trips, research projects, virtual learning, guest speakers and an international work placement. Study Trips The educational trips conducted in both academic blocks are an excellent opportunity to get acquainted with the tourism sector, experience different hospitality models and exchange impressions with leading hotel managers. Renowned companies offer students insights into their plans and management structures, providing the students detailed information on their strategic and operational challenges. The exchanges and networking opportunities are of great value to the Masters students. During the academic modules in Barcelona students will visit the Balearic Islands (Mallorca), one of the world s major holiday destinations. This trip will provide them with a perfect opportunity to meet face-to-face with professionals in the industry. The Maastricht block includes a one week visit to Oxford Brookes University. This enables students to exchange views with fellow peers, academics and hospitality experts, with a focus on research skills. Admission requirements and procedures A minimum of a three year university degree at a Bachelor level of at least 180 ECTS. A Hospitality or Management related background is advisable. A certificate from the university which states that the applicant has completed a Bachelor Degree program, of at least 180 ECTS (European Credit Transfer System), and allows the candidate to enrol in a Masters Program. As the program is delivered in English, proficiency in English is required certified by an IELTS 6.0 or Toefl 550, Toefl 213 Computerbased, ibt or Cambridge Advance exam or an alternative certifcate of C1 level issued by the University s academic secretary. Two reference letters and one motivation letter. Rolling applications are accepted all year round. Prospective candidates will undergo a personal interview and are ranked based upon their academic transcripts, level of English, hospitality orientation, cross-cultural values, references and motivation letter. innovativeprogram

6 Study Plan STRUCTURE Leadership Competencies The academic modules in leadership competences will be held in both Barcelona and in Maastricht, and consist of: Personal Development Program (4 ECTS). Students are guided in developing the basic competencies for professional life, with a special focus on the requirements of working as Hospitality Managers. Communication Skills (3 ECTS). In this module, principles and practices of management, communication and consulting will be introduced and practiced. These skills will be applied in a short but realistic management project. Cross Cultural Management Skills (3 ECTS). Assessment and advice on how to release higher potential in individuals enabling greater more sustainable success by making the most of alternative cultural perspectives. Lecturers from Barcelona, Maastricht and Oxford Brookes University Business School faculties lead this module. Barcelona Academic Block Maastricht Academic Block Innovation in Hospitality (Barcelona) Redefining the Hospitality Experience (5 ECTS). This module focuses on concept and idea generation frameworks for identifying and creating hospitality business opportunities through the enhancement of the guest experience. Cool Hunting, Design Thinking processes and Imagineering and Co-creation are specific topics covered within the module. Selected tools, techniques and examples of good innovation management will be covered. The conceptual framework allows for the visualization of the main elements of innovation management and decide how to take steps in order to improve performance. Innovation Management in Hospitality (5 ECTS). This module reviews relevant innovation concepts in tourism and hospitality, with a specific focus on the main factors and drivers in innovation in relation to hospitality organizations. Entrepreneurship and Intrapreneurship (5 ECTS). This module focuses on the challenges of turning ideas and innovations into profitable and sustainable business, either by creating a new company or entrepreneuring inside an existing one. In addition to these three modules, the Barcelona block consists of case studies, seminars and a trip to the Balearic Islands (Mallorca). Case studies involve field research of different hospitality business related topics using a team work methodology and the opportunity to apply the acquired knowledge to a real life project. Hospitality Management (Maastricht) International Strategic Management (5 ECTS). Starting from the mission and vision and given the objectives of a company, a strategic analysis of a real company in the hospitality industry will be submitted. After completing the strategic analysis, students will make an implementation plan, including risk management. Competitive and internationalization strategies, will be evaluated among others and a choice will be made for the company. The hospitality industry is today s most cross-cultural professional field. Therefore this is a component of the plan that will be presented to the management of the company. International Marketing Management (5 ECTS). Keywords are: relationship management approach, customer value and growth strategies. A marketing plan for an existing company will be developed, in which all important marketing decisions are featured, such as international service and brand management, international price, communication and distribution management. International Financial Management (5 ECTS). This module provides essential financial skills necessary in order to analyse different business scenarios. Financial competencies are directly related to top performance careers within the industry. The components towards successfully applying revenue management will be introduced and discussed step by step. In addition to these three modules, the Maastricht block also includes a study trip to Oxford Brookes University Business School. This trip enables students to exchange views with fellow peers, academics and hospitality experts. In-Company Block Hospitality Research (20 ECTS) (In Association with Oxford Brookes University) Research Skills. Accurate research skills are essential for the preparation and implementation of changes and improvement in the hospitality field. The aim of Research Skills is to reinforce your expertise in research. This academic block involves: problem solving; research design; information management and research; analysis and synthesis of data; writing research reports. Professional Placement. The universities collaborate in finding an international internship in a hotel, tourist organization, consultancy or tourism related company (visa regulations permitting), of a minimum duration of 18 weeks. In many cases, students are offered positions within the company upon graduation. In-Company Project. Additionally, a research assignment will be carried out during the professional placement. A set of problems will be identified which will enable the student to set up the research. A clearly-defined area will be determined, to which this practice-oriented research project will make a significant contribution. The research projects, are a win-win situation both for hospitality companies and for students. Projects may range from feasibility studies, clarifying a policy problem, identifying bottlenecks, making recommendations for improving an existing situation or evaluating processes. Contribution in terms of practical implementation will be highly valued.

7 The Profile Creative Managers Responsible Entrepreneurs Hospitality Trendsetters Building your future! Join an enriching multi-cultural environment where Knowledge, Vision and Networking blend to provide you with key competencies required to start your international career successfully: LEADERSHIP TEAM BUILDING CREATIVITY SENSITIVITY TO DIVERSITY ETHICAL AWARENESS PROBLEM SOLVING SERVICE ORIENTATION SELF-EFFICIENCY The lecturers «In the Personal Development Program (PDP), we are able to draw on the wealth of experience that participants bring with them, as well as their boundless enthusiasm. The PDP helps participants understand themselves better, and provides suggestions for improving their interpersonal skills.» JAN KINGSLEY Leadership Development Program «Imagination in hospitality business is vital to remain competitive. Mobility, adaptability and flexibility are key competencies for future professionals. Managers are continuously confronted with the issue of weighing up the risks innovation might present, though isn t it riskier not to innovate?» DANIELA FREUND DE KLUMBIS Innovation in Hospitality & Entrepreneurship «International Business Environment focuses on how business is conducted in the post-enlarged European Union and other regional trading blocks (NAFTA, APEC, ASEAN). The module investigates opportunities and threats for companies newly targeting the international market and for those that are already active inside the global market.» MATT HECKMAN International Hospitality Management The students «The program gave me the right skills and knowledge so I could differentiate myself as an innovative, internationally-focused and motivated person in this highly competitive business. Having always been passionate about this field, this Master was just what I needed to reach the right level of competency to pursue my career in the hospitality industry.» ROBIN VERMEIRE The Netherlands, IHM 2008 «I have found this master program personally very enriching. Not only through the different subjects we have studied, but more through the spirit of this master. We were an international class studying international innovative topics in an internationally oriented industry. This combination has broadened me personally, my professional career and most of all my future opportunities.» ROB BERGMANS The Netherlands, IHM 2007 «Completing the IHM master is something I feel proud of. The hotel industry is becoming more and more selective in its management personnel and this master really makes a difference for your future career prospects. It is not just another door to enter in the hospitality world, but an excellent experience to have for one year in at least two different countries.» BEATRIZ GONZÁLEZ Spain, IHM 2007

8 Living in Barcelona Living in Maastricht Cosmopolitan, modern, welcoming, Barcelona has it all. History, design, leisure, the ocean, an incredible cultural heritage and above all, a dynamic, creative culture: a perfect setting for business... and some pleasure. Barcelona is modern and progressive. It is both popular and steeped in tradition. Barcelona has become one of the most sought-after tourist destinations, visited by those looking for unforgettable experiences. A first-class city for professionals, known for innovation and its open doors to diversity, making it the preferred destination for business and events. It is, beyond a doubt, an active city with a warm open character. And, because of its long history and experience, it is the ideal location for professional tourism studies. Maastricht was founded by the Romans as Mosae Trajectum, situated on a strategic crossroads of traffic routes and the Meuse river. Today, the oldest city in the Netherlands is one of the country s preferred student cities. Its lifestyle and the concentration of bars and restaurants in the historic centre give this city an atmosphere which is atypical for the northern half of Europe. Maastricht has always been a crossroads for travellers and a city worth staying in. Belgium and Germany are literally a bike ride away from the city centre. The city is also an ideal starting place for trips to major European cities such as Amsterdam, Cologne, Brussels or even Paris. Barcelona: Modern, Traditional, Cultural and Mediterranean par excellence and Maastricht: A city with southern hospitality in the heart of northwest Europe. Both with the same passion for the industry and with unforgettable atmosphere. Marqués de Mulhacén Campus Pedralbes ESADE Edificio Barcelona P.O. Box 3900, 6202 NX Maastricht The Netherlands Fax Affiliated to the ESADE Foundation

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