MODULE DESCRIPTIONS BACHELOR INTERNATIONAL TOURISM MANAGEMENT

Transcription

1 MODULE DESCRIPTIONS BACHELOR INTERNATIONAL TOURISM MANAGEMENT GENERAL ECONOMICS TEACHING UNITS PROGRAMME-SPECIFIC TEACHING UNITS ELECTIVE AREA INTERDISCIPLINARY COMPETENCES MODUL MODUL MODUL 3 MODUL 4 MODUL 5 MODUL 6 MODUL 7 MODUL 8 MODUL 9 MODUL 0 MODUL MODUL MODUL 3 MODUL 4 MODUL 5 MODUL 6 MODUL 7 MODUL 8 MODUL 9 MODUL 0 MODUL MODUL MODUL 3 MODUL 4 MODUL 5 MODUL 6 MODUL 7 BUSINESS BASICS INTRODUCTION TO BUSINESS OPERATIONS BUSINESS LAW MATHEMATICS & STATISTICS MATHEMATICS STATISTICS FINANCIAL ACCOUNTING FINANCIAL ACCOUNTING I FINANCIAL ACCOUNTING II TOURISM MANAGEMENT AND GEOGRAPHY INTRODUCTION TO TOURISM MANAGEMENT TOURISM GEOGRAPHY MICRO ECONOMICS MICRO ECONOMICS I MICRO ECONOMICS II MARKETING AND HUMAN RESOURCE MANAGEMENT INTRODUCTION TO MARKETING HUMAN RESOURCE MANAGEMENT MARKET RESEARCH AND COST ACCOUNTING MARKET RESEARCH COST ACCOUNTING TOURISM LAW AND TOUR OPERATIONS TOURISM LAW TOUR OPERATIONS MACRO ECONOMICS MACRO ECONOMICS I MACRO ECONOMICS II STRATEGIC AND INTERNATIONAL MANAGEMENT STRATEGIC MANAGEMENT INTERNATIONAL MANAGEMENT TOURISM SERVICE PROVIDERS AVIATION MANAGEMENT HOTEL BUSINESS OPERATIONS SOCIAL SCIENCE BASICS INTRODUCTION TO SOCIAL SCIENCE EMPIRICAL SOCIAL RESEARCH BUSINESS PROJECT BUSINESS ELECTIVE ELECTIVE A ELECTIVE B TOURISM MARKETING AND EVENT MANAGEMENT TOURISM MARKETING AND BEHAVIOUR EVENT AND CONGRESS MANAGEMENT ETOURISM SOCIAL MEDIA MARKETING NEW TECHNOLOGIES IN TOURISM DESTINATION SERVICES DESTINATION MANAGEMENT AND MARKETING SURFACE TRANSPORTATION MANAGEMENT BUSINESS SIMULATION GAME FOREIGN LANGUAGE FOREIGN LANGUAGE FOREIGN LANGUAGE FOREIGN LANGUAGE

2 MODUL INTRODUCTION TO BUSINESS OPERATIONS BUSINESS LAW MODUL MATHEMATICS STATISTICS MODUL 3 FINANCIAL ACCOUNTING BUSINESS BASICS Introduction: Basic business, economic, and market principles and key terms External Business Environment Global Markets Competitive Environment Internal Environment Management, Leadership & Motivation Business Function: HR Business Function: Operations Business Function: Marketing Business Function: Finance and Accounting Entrepreneurship Business Ethics and CSR Emerging Business Trends Survey on different legal systems and the harmonizing effect of EU Law Concluding a contract Different types of contracts and their typical features Performance and obligations Solving problems (e.g. failure to perform, liabilities) Safeguarding creditors rights Forms of business organizations MATHEMATICS AND STATISTICS Introduction to functions, graphs and interpretations Understanding Derivatives Applications of derivatives Understanding Differential Equations Applications of Differential equations Understanding Logarithms Applications of Logarithms Introducing data and statistics Descriptive statistics and exploratory data analysis Introduction to probability theory Discrete and continuous probability distributions Sampling and sampling distributions Interval estimations Hypothesis development and testing Simple linear regressions FINANCIAL ACCOUNTING The purpose of accounting Formal rules and assumptions, national law, IFRS, US-GAAP The system of financial statements and accounts Accounting for services and merchandising Inventory valuation Receivables Plant, natural and intangible assets Liabilities Owner s equity of corporations Value-added tax Accrual accounting Basic ratio analysis

3 MODUL 4 INTRODUCTION TO TOURISM MANAGEMENT TOURISM GEOGRAPHY MODUL 5 MICRO ECONOMICS TOURISM MANAGEMENT AND GEOGRAPHY Definitions and classifications of tourism History and development of tourism The tourism system in the era of globalisation Relevant academic fields and major models Stakeholders: demand, supply, and society Social, political, and technological trends Ecologic, economic, and social impacts of tourism Tourism: a multi-component service industry Business models and forms of tourism Tourism organisations and lobbyism Backlash issues: terrorism, natural disasters, diseases Introduction to Tourism Geography The Demand and Supply for Recreation and Tourism Introduction to Geography Introduction to general World-wide Issues Linking World-wide Issues to Tourism The Impacts of Tourism and Recreation Climate and Tourism Geographical Influencing Factors on Tourism Development Tourism and Natural Catastrophes Tourism and Recreation Planning and Policy Sustainable and Responsible Tourism MICRO ECONOMICS Introduction into microeconomic models Consumer theory The theory of the firm Competitive markets Market failure: Market power and monopoly Oligopoly and monopolistic competition Externalities Asymmetric information Introduction to game theory

4 MODUL 6 MARKETING HUMAN RESOURCE MANAGE- MENT MODUL 7 MARKET RESEARCH COST ACCOUNTING MARKETING AND HUMAN RESOURCE MANAGEMENT Marketing Definition and Process Marketing in Context of Corporate Strategies Internal Analysis and Marketing Environment (Micro) Marketing Environment (Macro) Consumer Buying Behaviour Market Segmentation Strategic Brand Management Marketing Instruments (Product, Price Place, Promotion) Marketing and Sustainability Introduction (Relevance of HRM and future challenges of HRM) Recruitment and Attraction Selection HR Planning, Controlling & Instruments (e.g. Analysis and Design of Work) Training and Employee Development Motivation and Leadership Compensation and Benefits Performance Appraisal and Management Certificate of employment HR Ethics Trends in HRM (e.g. Work-Life-Balance, Employability, Diversity, ) MARKET RESEARCH AND COST ACCOUNTING Introduction to Market Research Defining the marketing research problem and developing an approach Research design Secondary Data Qualitative research Quantitative research Scaling and sampling Fieldwork and Data preparation Basic data analysis (how to use it) Report preparation and presentation Rationales of cost accounting Simplistic methods of overhead allocation Job costing Process costing Activity-based costing Overcapacity costing Joint product costing Overhead analysis sheet Concepts of relevant cost and revenue Budgeting

5 MODUL 8 TOURISM LAW TOUR OPERATIONS TOURISM LAW AND TOUR OPERATIONS The relevance of WTO and GATT, GATS, TRIPS for the tourism industry The Warsaw convention The Montreal convention Visa and vaccination requirements EU legislation: freedom of services EU legislation: Schengen agreement EU legislation: package holiday directive EU legislation: passenger rights German law: the legal status distinction between tour operators and travel agents German law: the details of BGB 65 German law: Frankfurt table of price reductions for travel package deficiencies German law: the role of travel alerts issued by the Federal Foreign Office Introduction to travel intermediaries The package tour value chain Market structure of tour operators Business models and strategies in tour operating Purchasing of accommodation and transportation capacities Packaged tour assembly and budgeting Travel agencies and their market structure: chains, franchise, co-operation models Tour operators vs. travel agencies: commission structures, fee models, legal status Global players in tour operating and travel distribution Specialized tour operators and niche markets New distribution channels, online travel agencies, and virtual tour operating Global distribution systems and technology providers MODUL 9 MACRO ECONOMICS MACROECONOMICS Indicators: Gross Domestic Product and its major components, Inflation Labour Markets and unemployment The classical AS-AD model Keynes IS-LM Model The basic RBC model Monetary Policy Fiscal Policy

6 MODUL 0 STRATEGIC MANAGEMENT INTERNATIONAL MANAGEMENT MODUL INTRODUCTION TO SOCIAL SIENCE EMPIRICAL SOCIAL RESEARCH STRATEGIC AND INTERNATIONAL MANAGEMENT Introduction to Strategy and Strategic Management External Analysis: understanding opportunities and threats the environment offers Internal Analysis: uncovering strengths and weaknesses of the organization Generic business-level strategies for competitive advantage Basic corporate-level strategic choices for long-term profitability Diversification strategy International market entry modes Mergers, acquisitions and alliances Strategic entrepreneurship and innovation Strategic leadership Organizational structure and controls Social Responsibility and Ethics of Strategic Management Basics of Corporate Governance Global competition and the transnational corporation in the global economy Emerging markets Institutions governing competition Formal and informal institutions Organizational designs for multinational companies Location-based aspects: Competitive advantages of countries Organization, local adaptation and the need for standardization New approaches in International Management (Born Global, QRC, ) Networks and innovation Managing people in multinational enterprises Managing expatriates Leadership and management behavior in multinational companies Organizational culture Subsidiary culture SOCIAL SCIENCE BASICS Social sciences and its methods Individual and society Human behaviour and organisation Development of civilisations Culture and the individual Values and values change Decision making and power Politics and society Social and political institutions Economics and society Global issues Theory and hypotheses Qualitative method Quantitative method Research designs Data collection methods Correlation and Causality Sampling Data collection Coding Ethics

7 MODUL SOCIAL MEDIA MONITORING TRANSMEDIA MANAGEMENT MODUL 3 BUSINESS PROJECT TRANSMEDIA MANAGEMENT AND MONITORING Social Media Monitoring strategies Social Signals Methods, tools, and services for social media monitoring Social media metrics Sentiment analysis (tonality) Content analysis & basics of text mining Influencer analysis Campaign monitoring Competitor analysis using social media and other data sources, e.g., Google Trends Trend detection Issue Monitoring Social media consulting Privacy History of transmedia Definition of cross-media and transmedia Cross-media and transmedia cases Media channels, including recent media channel trends Selection of content (formats) for different media platforms Monetising digital content Marketing and advertising trends Digital rights BUSINESS PROJECT The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation (real or scenario-based), related to the field of their specialization. By the end of the module students should be able to: Define project goals for the client. Work under the set timeframe and agreed project scope. Cooperate in the international project teams. Plan and conduct secondary and primary research to gather necessary information: understand which information is needed and where to look for it. Conduct analysis of the client business : be able to understand the researched information in a wider context. Evaluate markets/ industries/ competitive landscapes. Develop possible strategic directions for the client business. Formulate recommendations.

8 MODUL 4 BUSINESS ELECTIVES BUSINESS ELECTIVE These courses aim to enable the students to develop and/or strengthen relevant skills that are of particular interest to them. Electives allow students to expand their knowledge. The following are examples of the types of courses on offer: International Marketing International Human Resource Management Organisational Behaviour Global Supply Chain Management Entrepreneurship Diversity in Business Corporate Social Responsibility International Accounting Advanced Statistics Design Thinking Quantitative Social Media Research Sustainable & Eco- and Nature-based Tourism Planning & Development MODUL 5 TOURISM MARKETING AND BEHAVIOUR EVENT AND CONGRESS MANAGEMENT TOURISM MARKETING AND EVENT MANAGEMENT Service characteristics The 7 P s of service marketing The marketing environment for hospitality and tourism Consumer markets and the context of tourist buying behaviour Market segmentation and positioning Marketing communication Branding tourist services Destination marketing specifics Tourism service provider marketing Hotel and restaurant marketing Major distribution channels Web.0: opportunities and risks of user-generated content Service quality and internal marketing Motivation theory Consumer behaviour: individual, social, and group aspects Models of tourist behaviour Shifting societal values and trends Tourist roles and identities Perceiving and choosing destinations The tourists on-site experience Tourists reflections on experience The tourist of today and tomorrow Legal aspects of event management Communication, information and office management, software applications Event marketing and branding The event/service industry Event operations management Event production and mise-en-scene Invitation management Event management strategy and planning Meetings, conventions, trade fair and exhibition management Logistics and supply chain management Time management Marketing & media interaction Event consultancy Quality management

9 MODUL 6 SOCIAL MEDIA MARKETING NEW TECHNOLOGIES IN TOURISM ETOURISM Every year, state-of-the-art topics in Social Media Marketing will be presented, analyzed, and developed. The topics will be changed in the respective semester, responding to current trends. Examples for the contents of Social Media Marketing are: Crowdsourcing Personality Branding Social Media Customer Service Center Social Media for BB communication. Every year, state-of-the-art topics in etourism will be presented, analyzed, and developed. The topics will be changed in the respective semester, responding to current trends. etourism and ebusiness Web.0 and user generated content (link to Social Media Marketing) Mobile technology and applications Augmented and Virtual Reality applications for the Tourism industry Platforms and tools Business travel technology ICT solutions for tourist destinations, service providers, tour operators, distribution and sales Overview of major providers of ICT solutions for the tourism industry Technology acceptance and backlashes MODUL 7 DESTINATION MANAGEMENT AND MARKETING SURFACE TRANSPORTATION MANAGEMENT DESTINATION SERVICES Destination definition, origin and structures Introduction to destination management and planning Business cases: Mature vs. developing destinations Public and private destination management Destination marketing and strategy Destination market research Destination target marketing and affinity group marketing Sustainable destination management tools Destination financing and controlling Analysis of destinations International destinations New trends and future perspectives of destination management Destination Management or Destination Marketing Organisations DMO 3.0 Demand analysis for tourism transportation Forecasting domestic and international demand of transportation Supply Analysis for tourism transportation The human and environmental impact of tourist transportation Sustainable considerations in the choice of tourism transportation The Future of tourism transportation Cruises, Railways, Coach Tours Individual Cars, Car Rental Services Tourism and Oil

10 MODUL 8 BUSINESS SIMULATION GAME MODUL 9- FOREIGN LANGUAGE BUSINESS SIMULATION GAME In a business simulation game participants have to manage their own virtual company which operates in the same market as other participant-operated competitors. This involves making typical management decisions in realistic environments. Beside the deepening and active examination of subject-specific knowledge the simulation games also include the team environment, where interaction, communication and prioritization are of paramount importance. Participants learn how to manage risk and uncertainty while time is limited and information constrained. Group-reflections help to take over different perspectives and to discuss pros and cons of content- as well as behavior-related actions. FOREIGN LANGUAGE The focus of the module is on introducing language for both business and academic study purposes. The aim of the courses are to build competencies in a second foreign language (e.g. Spanish, French, Chinese) either in continuation of their prior knowledge or at a beginners level. Next to the second foreign language the moduls 9 and 0 (first and second semester) contain a Business English course. The aim of this course is to solidify the students existing language competencies, as independent users of English, and to enable them to apply this to their studies, focusing on educational and business domains. Since English is the medium of instruction in their respective study programmes, students are expected to reach a proficient user level in English within the first year. MODUL 3-7 Soft skills courses help students to develop interpersonal skills. These courses aim to enable the students to develop and/or strengthen relevant skills that are of particular interest to them or that are seen as a prerequisite for employee selection in particular work sectors. Courses are offered in the fields of Scientific Working and Study Skills Rhetoric and Presentation Skills Business and Society