Master of Science in Business Administration With Major in Tourism

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1 Master of Science in Business Administration With Major in Tourism

2 Contents 3 Preface 4 The Programme at a Glance 6 The Bologna Reforms and the new Master s Degree 7 What Advantage does a Master of Science in Business Administration Major in Tourism offer? 8 The Programme Overview of Skills 9 The Programme Success Factors 10 The Programme Modules 14 Application, Admission and Further Information 15 The Value of the Master s Degree for your Career 17 Additional Information 18 Location

3 Preface 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 do so, have triggered a protracted boom and sharpened the challenges faced by 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, to the 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, marketing and sustainability lie at the core of the curriculum, which aims to develop students analytical 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 skills 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 world is a book, and those who do not travel read only one page. St. Augustine AD 3

4 The Programme at a Glance 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 of enrolling in a work-study programme during which they hold a part-time position 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, 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 European Credit Transfer System (ECTS credits). In terms of workload, students will need to invest 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; the topics are international. Students can obtain a dual degree in cooperation with our partner Edinburgh Napier University in Scotland, United Kingdom. 4

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6 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? 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 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. 6

7 What Advantage Does a Master of Science in Business Administration Offer Major in Tourism? 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. 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. Quality Accredited Education Since 2012, the Master of Science in Business Administration with a Major in Tourism is 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 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 module will be abroad. Students have two dual degree options including an M.Sc. Tourism Management or an M.Sc. International Festival and Event Management. The Major in Tourism study programme is a certified by the Swiss Center of Accreditation and Quality Assurance in Higher Education (OAQ), which assures and promotes the quality of teaching and research at universities in Switzerland. 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 enjoy favourable career and development opportunities because the programme enables them to assume challenging roles in project work, specialised fields and management. Entry level functions 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. 7

8 The Programme Overview of Skills Specialist skills in tourism Graduates will have the expertise needed to devise solutions to management problems encountered in tourism and the service industry. 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 tensions that arise. Graduates will be able to apply their broad expertise from management and related disciplines using a systems approach. 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. 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. 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. Executive skills The ability to manage small and medium-sized projects, such as developing an innovative scheme for a destination, is 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. 8

9 The Programme Success Factors Academic and practical orientation The Lucerne School of Business is committed to aligning a researchbased 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 methods The programme thoughtfully combines in-class instruction with guided and self-directed study. 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. Language The 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 ) or an equivalent as its entrance requirement. Students The 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 or Economics or 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 semester (see the information on admission on page 12). Lecturers Lucerne School of Business benefits from the participation in the programme of lecturers 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 Options Students 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 degree with credit recognition from either the M.Sc. International Tourism Management or the M.Sc. International Festival and Event Management programme. 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. 9

10 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 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 covers a range of business models in the hotel, tour operating and airline and airport sectors, as well as those studied in the Sustainable Touirsm Management and International Business Event Management modules. 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 applied 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. Management Modules Research Modules Supplementary Modules Employment 4 th Semester 3 rd Semester 2 nd Semester 1 s t Semester Service Management Major in Tourism Network Management Customer Relationship Management Change Management 3 credits International Business Event Management International Tourism Environment Strategic Management Tourism Destinations Marketing and Communication in Tourism 3 credits Business Models in Tourism II Tourism Business Enterpreneurship 3 credits Business Models in Tourism I 3 credits Sustainable Tourism Management Research Methodology I Research Methodology II 9 credits Applied Research Project II 3 credits Prelinimary Study for Master s Thesis 12 credits Master s Thesis & Defence According to student need According to student need Working up to 50% of a full-time position possible while studying 1 C = 1 ECTS credit = 30 hour workload for students 10

11 The Programme Modules Service Management Management Modules 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. 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., 1 st 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 skills relating to internal support functions as encountered in customer relationship management projects., 1 st 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 for organisations to change forces them to recognise the importance of planning, supporting, driving and evaluating change processes. Research Methodology I and II 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. 12 credits, Semesters 1 & 2 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, 3 rd Semester Preliminary Study for Master s Thesis Students will write a proposal and detailed research plan for their master s thesis project. 3 credits, 3 rd Semester 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 technical, applied and research skills they acquired in earlier modules. The master s thesis counts as the culmination of the master s programme. 12 credits, 4 th Semester, 2 nd Semester 11

12 The Programme Modules Major in Tourism Tourism Business Entrepreneurship Economic Aspects Value Creation Business Planning and Development Competitiveness Strategic Management Tourism Destinations Strategy Development Strategy Implementation Stakeholder Management International Tourism Environment International Tourism Markets International Tourism Politics Intercultural Aspects of Tourism Nature Tourism Marketing and Communication in Tourism Branding Distribution Communication Channels E-marketing Business Models in Tourism Hotel Chain Management Airline and Airport Management Tour Operating Business Models in Practice 3 credits International Business Event Management 3 credits Sustainable Tourism Management Tourism Business Enterpreneurship International Tourism Environment Students develop a comprehensive understanding of the factors that influence the set-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 enterpreneurship, as well as other subjects dealing with the establishment of a competetive small to medium sized tourism business. 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 management. The module enables students to understand and analyse contemporary global tourism developments from a political, socio-economic and environmental perspective., 2 nd Semester, 3 rd Semester 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 learn skills to facilitate successful conference planning and management. 3 credits, 2 nd 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 international case studies from Asia, Europe, North America and Australia, and includes a resort excursion and a destination management game., 3 rd Semester 12

13 Business Models in Tourism I Esretzen mit: 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 international industry professionals in order to gain an overview of a range of business models and management frameworks. 3 credits, 3 rd Semester Business Models in Tourism II Students will deepen their abilities to evaluate business models in the tour-operating sector. The course Business Models in Practice offers students an international study tour to visit and learn first-hand from leading tourism businesses and organisations at a destination. 3 credits, 4 th 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). More-over, 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 the organisation to differentiate itself by using a variety of marketing instruments, including the most up-to-date mobile and online tools., 4 th 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 subsectors. Students will develop analytical skills relevant to implementing sustainable business management initiatives. 3 Credits, 4 th Semester 13

14 Application, Admission and Further Information The decision whether or not to accept a student onto the MSc in 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 or 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 missung 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 English Relevant language certificates Curriculum vitae with photo Copy of the bachelor s degree thesis or similar individual project, including the grade. The application documents must be submitted by mid-may to: Lucerne School of Business Secretariat of the Master s programme Zentralstrasse 9 CH-6002 Lucerne Switzerland T F 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 The Head of the Programme will be happy to provide advice and information. Contact Julianna Priskin on T or at 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 documents during the beginning of their 1st semester studies. 14

15 The Value of a Master s Degree for Your Career Dr. Stefan Kreuzpaintner Director, 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, Schwitzerland 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 Schmid Chief 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 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. Clemens Hunziker General Manager, Hotel Schweizerhof Lucerne Quality as it relates to basic service, expectations and any surprise elements in running a business 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. 15

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17 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 on Weekly programme schedule Regular 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. 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 the costs of copying instructional material, costs for exams or copy cost and study trips, etc. An overview of the cost of living is posted on Notebook computers All new students are expected to have their own notebook computer. Lucerne Lucerne is known as the City of Light and features dis-tinctive landmarks, such as the Water Tower and the Chapel Bridge, both built around the year Tourists discovered the beauty of Lucerne and its surrounding regions in the early 18th superscript 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 sport The 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 for more information. Career Services The 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 Student housing The Student Residents Association (StuWo-Luzern) helps students find affordable housing in the area. For more information go to Language Although 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 Sprachenzentrum of the Lucerne University of Applied Sciences and Arts offers a variety of language courses at different levels. Internship Programme Students with good German skills (C1 or equivalent) that successfully complete their first semester modules may apply to participate in the Internship Programme. This offer is a professional opportunity enabling Major in Tourism students to get the chance to be employed by a tourism company or organisation while they study, thereby significantly enhancing their applied skills and knowledge. 17

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