Der Tourismus ist mit 300000 Arbeitsplätzen und einem BIP-Anteil von rund 4% die viertgrösste Exportbranche der Schweiz. Weltweit ist der Tourismus die am stärksten wachsende Branche.
Touristische Betriebe im Ausland und in der Schweiz wachsen, Projekte in neuen Destinationen in Osteuropa, Indien, China und anderen neuen Destinationen werden stetig komplexer, was für gut ausgebildete Masterabsolventen/-innen innerhalb der Branche und in tourismusverwandten Betrieben breite Perspektiven eröffnet. Spannende Herausforderungen für Absolventen/-innen ergeben sich jedoch nicht nur innerhalb von Unternehmen, sondern auch im Bereich der Kooperationen von mehreren Unternehmen, die ein Geschäftsmodell bilden.
Der Master of Science in Business Administration mit dem Major in Tourism wurde 2012 von der Welttourismusorganisation (UNWTO) als bisher einziger Fachhochschul-studiengang in der Schweiz zertifiziert. Dank der Zertifizierung erfüllt der Studiengang international anerkannte Standards und strahlt auch international aus. Dies wirkt sich auch auf die Studierenden aus. Die Klassen sind international zusammengesetzt und es sind jeweils zwischen 15 und 20 Nationalitäten in einer Klasse des ersten Semsters vertreten.
Module 1 (6 credits, 1st Semester): 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.
Module 2 (6 credits, 1st Semester): Customer Relationship Management
Customer relationship management proposes a holistic management approach that places the client at the centre of the organisation´s activities. Client-focused management practices are further understood as the central strategic issue of small and medium-sized enterprises across the industry. Customer relationship management has proven to be a robust concept in its ability to coordinate crossfunctional strategies, processes and measures in the long term with the aim of securing profitable client relationships. As they work on projects, students will gain understanding of the operational methodologies and competencies relating to internal support functions as encountered in customer relationship management projects.
Module 3 (6 credits, 2nd Semester): Change Management
This module examines the interface between the organization and its markets from a dynamic, developmental perspective. This means that change becomes the source of innovation in technology, service and processes and thus is seen as the prerequisite for safeguarding the long-term survival of organisations. The need of organisations to change forces them to recognise the importance of planning, supporting, driving and evaluating change processes.
Module 4 (6 credits, 3rd Semester): International Tourism Environment
Students will develop an in-depth understanding of the internationally connected systems found in tourism as they relate to the environment, politics, law and culture; they will also learn to identify the resulting opportunities and risks that individual organisations face.
Module 5 (6 credits, 3rd Semester): Business Models in Tourism
Students will be able to evaluate the business models of key sub-sectors of the tourism industry (destination management, tour operation, airline and airport management, hotel chain and cruise management) using a structured approach. Moreover, they will work closely with international partner organisations in order to gain an overview of a range of business models.
Module 6 (6 credits, 3rd Semester): Strategic Management in Tourism
Students will learn how to cope with the particular strategic challenges encountered in tourism organisations and business models. By developing and implementing strategies, managing stakeholder interests, and practicing corporate governance and cross-cultural management, they will learn how to successfully develop, evaluate, and implement complex measures by taking stakeholders´interests into consideration.
Module 7 (6 credits, 4th Semester): Marketing & Communication in Tourism
This module consistently focuses on the principles of developing and managing a tourism brand. Students will gain experience in decision-making as it relates to market research (brand status), brand distribution, brand communication and relationship marketing (brand loyalty). Moreover, they will acquire the tools for tackling the important tasks involved in implementing a tourism organisation´s marketing and communication mix. The module is fully focused on providing the strategic and conceptual expertise needed to develop a uniform tourism brand that enables the organisation to differentiate itself.
Module 8 (6 credits, 4th Semester): Integration and International Excursions
Students will work on the practical components of a business project and go on a study tour to a tourism destination. These projects are developed together with representatives of leading tourism institutes and take the current challenges of the industry into consideration. Module 8 integrates and reinforces the content of Modules 4 to 7.
Module 9 (9 credits, 1st / 2nd Semester): Research Methodology
This module enables students to develop the instruments and methodologies used in applied research by tackling a particular problem in the field of service management and innovation.
Module 10 (18 credits, 2nd / 3rd Semester): Applied Project Work
This module enables students to employ the methodologies used in applied research correctly by focusing on specific case examples taken from the fields of banking and finance. To this end, it offers structured exercises that aimto explore specific problems from Modules 1 and 2 more deeply.
Module 11 (15 credits, 4th Semester): Master´s Thesis
While working on their Master´s thesis (15 credits), students will pursue their own research topic independently and thus create an overarching context for the technical, applied and academic skills they acquired in earlier modules. The Master´s thesis counts as the culmination of the