Master of Science in Business Administration With Major in Tourism docx

Master of Science in
Business Administration
With Major in Tourism
www.hslu.ch/international
Table of contents

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Master of Science in Business Administration
With a Major in Tourism
Preface
The programme at a glance
The Bologna reforms and the new Master degree
What advantage does a Master of Science in Business Administration –
Major in Tourism offer?
The programme – overview of competencies
The programme – success factors
The programme – modules
Application, admission and further information
The value of the Master degree for your career
Additional information
Location

Publishing details

Design and Editing
Lucerne School of Business

Layout
Lucerne School of Art and Design
Marketing and Communication M&K
Information and Contact
www.hslu.ch/international
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 the 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 – 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 under-
standing 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
and marketing lie at the core of the curriculum, which aims to develop stu-
dents’ analytical, strategic 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
competencies needed to make a long-term contribution to the international
tourism industry. And that is exactly what the Master’s program is all about.
Preface
1
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
354-430 AD
The programme continues where a Bachelor’s degree (or equivalent qualifi-
cations) in economics 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 ecompassing up to 50% of working hours
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 numer-
ous 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 credits of
the European Credit Transfer System (ECTS). In terms of workload, students will
need to invest approximately 2,700 hours.

The curriculum adopts a hands-on approach aligned with its academic objec-
tives and offers internationally oriented training in management or a special-
ised field.

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

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

International focus: students in a class usually originate from about

15 countries; the topics are international.
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 pro-
grammes and qualifications, the reforms promote mobility among students on
the one hand and open up career options internationally on the other. Further-
more, students now have the option of graduating from universities or universi-
ties 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?
The 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 develop-
ing analytical skills among students, thereby providing them with career pros-
pects 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 gradu-
ates 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 educa-

tion 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.
The Bologna reforms and the new Master’s degree
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Contributing approximately 300,000 jobs and 4% of the GDP, tourism ranks as the
fourth-largest “export industry” of Switzerland, and is known universally as the
largest industry. Growth in tourism organisations abroad and in Switzerland, com-
bined 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 follow-
ing 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 lec-
tures 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 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 will be abroad. Up to twenty nationalities are
represented in one master class.

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 are faced with favourable career and
development opportunities because the programme enables them to assume
challenging roles in project work, specialised fields and management.
Entry level function include leadership positions in quality assurance; heading
the marketing unit of a small organisation; managing product, sales, or market-
ing 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.
What advantage does a Master of Science in Business Administration –
Major in Tourism offer?
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The programme – overview of competencies
Developing a broad range of expertise
In 2012, the Master of Science in Business Administration
with a Major in Tourism was certified by the United Nations
World Tourism organization (UNWTO) as the only special-
ised higher education course in Switzerland in this field.
For more information on the certification please visit
www.unwto.org
Graduates will acquire the following competencies in
particular:
Specialist skills in tourism
Graduates will have the expertise needed to devise solu-
tions to management problems encountered in tourism and
the service industry.
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.
Analytical skills
Students will learn how to analyse complex issues and prob-
lems in and around tourism organisations, develop solu-
tions, and implement these successfully using a range of
strategies.
Cross-disciplinary competencies

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.
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.
Executive competency
The ability to manage small and medium-sized projects
such as developing a scheme for innovation becomes
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.

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Academic and practical orientation
Any attempt to harmonise an academic and a practical
orientation might seem contradictory at first. However,
Lucerne School of Business is committed to aligning these
two approaches as follows: Students develop competencies
by completing academic 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
competencies 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 academic and practical orientations in a
meaningful way, lecturers working at the Master’s level
must have a rigorous academic 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 university recommends level C1
of the Cambridge ESOL (IELTS 6.0 – 7.0) or an equivalent as
the entrance requirement.
The programme – success factors
Students

The Master’s programme is primarily geared to graduates
who hold academic or Bachelor’s degrees in business from
a university or university of applied sciences. Those with
another university or Bachelor’s degree may be admitted if
they have additional credits in business administration and
in economics or economic geography. Students with no
background in tourism at the time of enrolment will have
opportunities to acquire these credits during the first and
the second semester (see admission on page 12).
Lecturers
Lucerne School of Business engages lecturers from selected
partner universities such as the University of Brighton.
Furthermore, the teaching staff includes a distinguished
group of experts from companies, consulting firms and
other organisations. This ensures a high quality standard
within the curriculum content, while maintaining relevance
to applied fields. More than 70% of the lecturers hold a
PhD/doctoral degree.
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1
st
Semester
12 Network Management 6 C
33T International Tourism Environment 6 C
42T Business Models in Tourism II 3 C
13 Customer Relationship Mangement 6 C
34T Business Models in Tourism I 3 C
43T Marketing and Communication in Tourism 6 C
35T Strategic Management of Tourism Destinations 6 C
44T Integration and International Excursion 6 C

23 Change Management 6 C
11 Research Methodology I 6 C
21 Research Methodology II 3 C
31 Applied Research Project II 9 C
22 Applied Research Project I 9 C
32 Preliminary Study for Master Thesis 3 C
41 Master Thesis (incl. Defense) 12 C
Major in Tourism
2
nd
Semester3
rd
Semester
4
th
Semester
8
The programme – modules
The Master of Science in Business Administration comprises
a fundamental component with general management
content and a clear focus on service management that
includes all coursework completed during the first and
second semesters.
Modules 33T-35T and 42T-44T constitute the Major in
Tourism
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 studies a
range of business models,

allowing students to learn about the sub-sectors of the
tourism industry. Business models are of particular interest,
because they depend on their ability to form close networks
amongst several organisations. The “International Tourism
Environment” module takes a close look at relevant aspects
surrounding international tourism.
The programme offers an integration module during which
students work on complex case studies. They thus rely on
knowledge gained in previous modules with a view to
reinforcing and applying particular skills. Modules 22/31
(Applied Research Project) and 32/41 (Master Thesis
Project) naturally also have a clear focus on tourism issues.
Service Managment
Management Modules Applied Research
Service Management
Module 12 (6 credits, 1
st
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 coopera-
tion and competition, or markets and hierarchies, cease to
be common denominators, while legal and regulatory

control mechanisms become more important.
Module 13 (6 credits, 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-func-
tional 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 14 (6 credits, 2
nd
Semester)
Change Management
This module examines the interface between the organisa-
tion 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 plan-
ning, supporting, driving and evaluating change processes.

The programme – modules
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Major in Tourism (Modules 4 – 8)
Module 33T 6 C
International Tourism
Environment
Tourism Markets
Eco Tourism
Intercultural Aspects
of Tourism
Int’l Tourism Politics
Module 34T/42T 6 C
Business Models in
Tourism
Cruise Management
Hotel Chain Management
Airline and Airport Management
Tour Operating
Module 43T 6 C
Marketing and Communi-
cation in Tourism
Branding
Distribution
Communication Channels
Module 44T 6 C
Integration and
International Excursions
Module 35T 6 C
Strategic Management
of Tourism Destinations

Strategy Development
Strategy Implementation
Stakeholder Management
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The programme – modules
Major in Tourism
Module 33T (6 credits, 3
rd
Semester)
International Tourism Environment
Students will develop an in-depth understanding of the
internationally connected systems found in tourism as they
relate to the ecological environment, tourism politics and
culture; they will also learn to identify the resulting oppor-
tunities and risks that individual organisations face.
Module 34T (3 credits, 3
rd
Semester)
Business Models in Tourism I
Students will be able to evaluate the business models of
key sub-sectors of the tourism industry (airline and airport
management and hotel chain management) using a
structured approach. Students will be taught by industry
professionals in order to gain an overview of a range of
business models.
Module 35T (6 credits, 3
rd
Semester)
Strategic Management of Tourism Destinations
Students will learn how to cope with the particular strategic

challenges encountered in tourism organisations and
business models. By developing and implementing strate-
gies, managing stakeholder interests, and practicing
corporate governance, they will learn how to successfully
develop, evaluate, and implement complex measures by
taking stakeholders’ interests into consideration.
Module 42T (3 credits, 4
th
Semester)
Business Models in Tourism II
Students will deepen their abilities in evaluating business
models. They apply their knowledge in business models of
cruise management, tour operation or public transporta-
tions.
Module 43T (6 credits, 4
th
Semester)
Marketing and 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 communi-
cation and relationship marketing (brand loyalty). More-
over, 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 44T (6 credits, 4

th
Semester)
Integration and International Excursion
Students will work on the practical components of a project
and go on a study tour to a tourism destination. The project
is developed together with representatives of tourism
service providers outside of Switzerland and take the current
challenges in terms of sustainability into consideration.
Module 8 integrates and reinforces the content of modules
4 to 7.
Module 11/21 (9 credits, 1
st
/2
nd
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 22/31 (18 credits, 2
nd
/3
rd
Semester)
Applied Research Project
This module enables students to employ the methodologies
used in applied research correctly by focussing on specific
case examples taken from the fields of tourism and related
fields. To this end, it offers structured exercises that aim to

explore specific problems from Modules 11 and 21 more
deeply.
Module 32 (3 credits, 3
th
Semester)
Preliminary Study for Master Thesis
Students will craft their Master’s thesis project.
Module 41 (12 credits, 4
th
Semester)
Master Thesis
While working on their Master’s thesis (12 credits), stu-
dents will pursue their own research topic independently
and thus create an overarching context for the technical,
applied and academic skills they acquired in earlier mod-
ules. The Master’s thesis counts as the culmination of
the Master’s programme.
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Application, admission and further information
The decision on whether or not to accept a student to
the MSc in Business Administration programme rests
with the head of the programme. Applicants must meet the
following criteria:
Bachelor degree or similar university qualification
in Business Administration or economics,
business economics, business law or a related
discipline
Proof of being able to participate actively in an
English-speaking curriculum at university level

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 make up any
missing coursework during the first year of the course.
The application must include:
The completed application form
Proof of a previous qualification (degree, degree
supplement, transcript, document showing
grades)
Statement explaining the reasons for the
application.
Proof of a command of English
Curriculum vitae with photo
Copy of the Bachelors degree thesis or similar
individual project, including the grade.
The application must include the completed application
form and all documents listed on this form. Students from
abroad do not need to enclose the confirmation of exma-
triculation, native-english speakers do not need to prove
their English language skills.
Candidates who are still working on their Bachelors
degree at the time of the application can submit any
missing application documents at a later time.
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 +41 41 228 41 30
F +41 41 228 41 31

The university will conduct admission interviews all year
round within six weeks after having received the complete
application. Because seats in the programme are awarded
in the order in which applications are received, early
application is encouraged.
Further information on the consecutive Master’s
programmes and application forms are available at
www.hslu.ch/international.
The head of the programme will be happy to provide
advice and information. Contact Julianna Priskin at
T +41 41 228 42 67 or at





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“Competition in tourism has stepped up its pace
considerably in recent years and has reached
cut-throat levels today. This means mature tour-
ism 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.”













Jürg Schmid
Director
Switzerland Tourism
“The unique combination of gaining work experi-
ence 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.”









Dr. Stefan Kreuzpaintner
Director
Revenue Management
Lufthansa Airlines
The value of the Master’s degree for your career
“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 deci-
sion 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.”

Roland Schmid
Chief of Staff
Corporate Communications
TUI Suisse
“Quality as it relates to basic service, expecta-
tions and the surprise elements 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.”









Clemens Hunziker
General Manager
Hotel Schweizerhof Lucerne
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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 at www.hslu.ch/w-master.
Weekly programme schedule

Regular master 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 will take place
on Thursday and Friday.
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
costs of instructional material, costs for exams or copy cost
and study trips, etc. The full costs for living are posted at
www.hslu.ch/w-master
Notebook computers
All new students are expected to have their own notebook
computer.
Lucerne
Lucerne is known as the City of Lights and features dis-
tinctive 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 traits 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 renowned educational institutes
of 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 services
Lucerne School of Business works closely with the Lucerne
University of Applied Sciences and Arts in providing career
services so that students are well prepared for life after
graduation. In this regard, career services are the interface
between university and professional life. While offering
practical assistance in starting a job (e.g. individual
counselling, courses, workshops and other important
requirements) career services also provides contacts to
employers, companies and institutes. For more information,
go to www.careers.hslu.ch.
Student housing
The student resident association (StuWo-Luzern) helps
students find affordable housing in the area. For more
information, go to www.stuwo-luzern.ch.
Language
Although all courses are taught in English, it is useful to
learn German as in the everyday life German is the main
language used in Lucerne. Moreover, it is very hard to find a

job without good knowledge of German. The “Sprachenzen-
trum” of the Lucerne School of Business offers a variety of
language courses on different levels.
Companion Programme
For students that do not fail any module during their first
semester, a companion programme is offered. Companions
prefere students with good German skills.
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Location
Lucerne School of Business
Lucerne School of Business is one of the departments of
Lucerne University of Applied Sciences and Arts. As a com-
petence centre for upper management training, it makes
an important contribution to developing the overall level
of knowledge in society through its participation in applied
fields (training and development), research and consulting.
It aims to provide training for specialists and managers and
supports organisations and institutes in developing solu-
tions for their administrative and operational needs.
Besides the Bachelor’s programme in business adminis-
tration covering seven focus programmes. Lucerne School
of Business offers three consecutive Master’s programmes.
Lucerne School of Business features the most comprehen-
sive post-graduate programmes of all Swiss universities of
applied sciences. Furthermore, it is affiliated with other
universities and partners in the fields of business and ad-
ministration in Switzerland and abroad.
Motorway A2
Lake of Lucerne

Historc city centre
Bale/Berne
Zug/Zurich
Gotthard/Horw
Railway Station
Lucerne
KKL
Lucerne
Exit 26
Lucerne centre
(only to/from the north)
Exit 27
Lucerne-Kriens
Vierwaldstättersee
P
P
Karte Luzern
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
1
2
11-2011,V.3
Lucerne School of Business
Secretariat of the Master programme
Zentralstrasse 9
P.O. Box 2940
CH-6002 Lucerne
Switzerland
T +41 41 228 41 30
F +41 41 228 41 31

www.hslu.ch/international