PROGRAM

MBA in Tourism has been developed to facilitate addressing major problems and challenges, which senior management face in the tourism industry.

The course includes the following subjects:  

 

 
MODELING OF SALES STRATEGY

The other goal aim of the subject is to identify the stages and the typical consumer behavior during them while selling services (tourist attractions, hotel offer or travel/airline agents). Achieving and extending the knowledge on modern sales techniques for services. Extending the students awareness on psychological aspects of sales process. Achieving the skills of interpretation of chosen consumer behavior in tourism and customer service in general. For Students it will be also an opportunity to get knowledge on evaluation of sales process and modeling it to adjust the sales strategy to specific market conditions. During the course there are going to be described in details all the stages of sales process - before, during and after the sale activities. Amongst them there are going to be described and exercised different sales techniques that influence and create the positive emotions and attitudes of a client.


BRAND DESIGNING

Modern marketing is based on brand building and identifying brand equity, which then leads to the development of a marketing communication strategy in line with the principles of modern Marketing 3.0. The aim of the course is to provide students with knowledge on branding of different types of tourism enterprises and destinations (country, city, region). Students gain knowledge necessary to evaluate brand equity. The educational content aims primarily to instill in students the ability and knowledge to look at the product from the point of view of the customer’s needs, expectations and benefits, which guarantees the product’s strong brand.


TRENDS IN TOURISM

The modern man is no longer a consumer but a prosumer, who influences the production process of goods and services as well as their functionality and sales channels – the sharing economy has been significantly developed. The aim of the course is to provide students with knowledge in four areas: trends in consumption and lifestyle of societies (home-centered lifestyle, privatization in consumption, sensualism, ethnocentrism, greening of consumption, consumption of experiences, changing roles, etc.), tourism demand trends, evolution of the tourism product of various types, structure of the tourism industry including distribution channels. Understanding of these phenomena is crucial to diagnose the processes taking place in the tourism economy, and to perform inference while creating sustainable development strategies.


TOURISM PROMOTION

The aim of the course is to provide students with knowledge on types of promotional tools (marketing communications) for various kinds of tourism enterprises and destinations (country, city, region), as well as methods to measure their effectiveness and analyze performance indicators. Students will learn the techniques of marketing communication in the Internet, post-buy research methodology and the structure of visual identification systems. Students will acquire the skill to develop a promotional mix suited for different types of tourism products. The course also covers numerous positive and negative case studies and the analysis of promotion management systems at the national level (National Tourism Organization) and regional level – organization, financing, partnership.


MANAGEMENT OF TOURIST ATTRACTIONS

Students during the course will have the possibility to systematize the effective methods of tourist attractions` management by various classifications, including the field of dark tourism. Students will be taught main tools of management of tourist attractions with both theoretical and practical approach. The goal of the course is also to identify modern tools of management, as well as diversifying them due to general practice in tourism and management, e.g. usage of benchmarking and yield management as competitive advantage in tourism. For students it will be also an opportunity to get knowledge on evaluation of tourist attractions in different fields (e.g. sightseeing and holiday tourism, religious tourism, agro tourism and dark tourism).


CAREER DEVELOPMENT

The aim of the course is to provide students with knowledge on career planning and it’s development. Students will gain knowledge regarding labor markets of Poland, Europe and the world, universal standards for application documents preparation, the recruitment process (preparation for job interview, types and course, frequently asked questions, types of qualification tests, activities of the Assessment Center). Sectors of the labor market: an international company; Polish companies and those founded with foreign capital; self-owned company; non-governmental organizations; government administration, scientific institutions; education. Issues concerning setting up own business and preparing a business plan will also be addressed. Applied teaching methods include: case studies, lectures, "brainstorming", guiding text method, problem method, didactic discussion.

E-TOURISM

Information and communication technologies are essential and inherent part of our reality. We constantly make use of them, in both our professional and personal life, often using the same device. It makes defining functions of on-line communication more challenging. The aim of the course is to provide knowledge and skills on how to efficiently and effectively use the on-line tools. Students will explore how to utilize them in promotion, sales and customer relationship management. The educational content aims primarily to encourage students to apply digital marketing cycle approach in their work. Recognizing online communication and information, as one massive system with multilevel connections and interactions, becomes crucial part of the course. 


ECO BUSINESS, ECO BALANCE, ECO HOTEL

Students learn about the principles for organizing and functioning of eco-businesses. The course aims to present new technologies and eco-innovations applied in hotels, placing special emphasis on the principles of sustainable development. Students gain skills to independently develop and use sustainable budgets. They learn how to create programs for development, implementation and evaluation of ecological solutions in hotels. Students develop skills to assess and analyze the standards for eco-hotels, basing on good practice examples of eco-investments.


TOURISM ECOSYSTEMS

The aim of the program is to clarify the basic issues regarding ecology and sozology, paying special attention to their connections with tourism. Contemporary chaos concerning terminology fixes wrong approach towards the ecology and leads to perceiving it as a philosophy, way of life or method of production. This often results in depreciating all news reports covering such ecological concepts as ecosystem, biocoenosis or habitat, as well as leads to misunderstanding of the idea of nature conservation. The educational content aims primarily to show practical possibilities of using ecological and biological knowledge in the process of planning and managing tourist traffic.


FINANCING TOURISM BY LOCAL GOVERNMENTS

Students gain understanding of the structure and mechanisms of financing development activities in the field of tourism from public sources in Poland, within a system of local, regional and central administration. Students learn how to identify supranational funds and sources of financing for the development of business entities in the field of tourism and tourism-related activities. The course also covers the rules and procedures of applying and accounting for the received financial support.


INVESTMENT MANAGEMENT

During the course students will have the opportunity to learn the tasks of each stage in investment management process, especially in tourism and hotel industry, as well as recreation and leisure center, sport center etc. The course will present the investment management tools as mind-mapping, goal setting with SMART method, business environment analysis for investments (case study e.g. tourist attraction, amusement parks, sport and recreation centers, hotel). Additionally there will be time management (managing their own time in project management, ability to meet deadlines in the investment project), tasks and schedule creating, budget and controlling. All student are going to prepare their own case study of investment project (e.g. tourist attraction, amusement park, sport center etc.) to practice and develop their skills.

 
MARKETING AND COMMUNICATION STRATEGY

This course integrates marketing fundamentals, centering on marketing’s “Four P’s”: product, pricing, place (distribution), and promotion, with the core environmental, social, and economic principles of sustainability (triple bottom line). Consumer awareness of sustainability issues has evolved from an emerging social movement to mainstream values, and marketing strategy plays an important role in a business’ ability to respond to these issues. Accordingly, Students will examine current sustainability trends that influence marketing applications and develop strategic and practical marketing recommendations.


FINANCIAL ANALYSIS

This course focuses on the practical application of financial statement analysis and the use of financial information. Students will explore financial definitions, concepts and structure of financial accounting, standard financial statements, and basic tools for interpreting financial information. Ultimately, students will develop confidence in reading and interpreting the financial position of an organization and use financial statements, along with knowledge of an industry and information about the marketplace, to make informed business decisions.


HUMAN RESOURCES MANAGEMENT

Human Resource Management This course deals with a wide range of activities by which organizations (both profit and nonprofit) acquire, maintain, and utilize their workforces. Adopting the perspective of a general manager, students will examine a number of key human resource “levers” or processes contributing to the development of an effective work system including, investing in people (training and development), measurement and incentives (compensation), and tapping potential employees (recruitment and selection), to better understand the complexities of managing people in organizations.


FINANCE FOR SOCIALLY CONSCIOUS LEADERS

This course focuses on business sustainability through the exploration of the triple bottom line (TBL). Students will be exposed to how the TBL shifts an organization from focusing primarily on financial profits to generating profits in a way that is better for people and the planet. Students will explore topics such as B Corporations, microfinance, social enterprise, social return on investment, social cost benefit analysis, and Global Reporting Initiative (GRI).


HUMAN CAPITAL MANAGEMENT

This course focuses on the essential practices of developing and managing human capital and how those practices impact organizational performance. Organizational leaders must be adept at competing for talent and building and deploying talented resources. Students will examine the historical meaning and controversy defining the labor workforce as “human capital management”; define the leaders’ role in implementing and utilizing human capital processes of talent acquisition, learning and development and performance management; and explore how these processes impact organizational success and employee engagement.


TOTAL QUALITY MANAGEMENT AND CONTINUOUS IMPROVEMENT

This course encourages students to think creatively about why organizations make continuous quality improvement an organizational priority. Students will explore the historical evolution of quality improvement field and examine the current forces driving quality outcomes and accountability. Students will analyze and use tools and methods that organizations use for analysis, decision making and performance measures. Topics included in the course are continuous improvement, total quality management and lean principles, basic tools used for quality improvement, and strategies for implementing quality improvement strategies.


CUSTOMER RELATIONS

This course focuses on the principles and best practices for managing customer relationships. Students learn how to quantify customer relations and how to utilize relationship-driven customer management tools and systems. Topics include customer profiling, market segmentation, customer service, retention, analytics, and creating value.


OPERATIONS AND VALUE CHAIN MANAGEMENT

In today’s global markets, it is important to produce and deliver goods and services efficiently and on time to satisfy customer needs. To achieve this goal, all activities in a supply chain network should be integrated from suppliers, to manufacturers, to customers. This course is designed to present and discuss concepts, issues, and problems critical to operations. Students will examine the role of operations and supply chain management, while considering sustainability in each step of the value chain, along with the tools and methods used to support managerial decisions associated with operational activities.


BUILDING HIGH PERFORMANCE TEAMS

This course examines components for building high performing teams, factors that influence team effectiveness, and strategies for identifying team performance issues. Students will be exposed to theories and processes of group and team behavior (which informs how to effectively create and lead diverse teams); strategies for designing and implementing employee development efforts that impact performance; and frameworks for implementing change interventions influencing performance management.


PROJECT MANAGEMENT

This course covers the concepts, issues and approaches important in effectively managing projects. Topics include project selection, project planning, negotiation, budgeting, scheduling, resource allocation, project control, project auditing, and project termination. Topics are viewed from a managerial perspective.


STRATEGY PLANNING

This course introduces the concept and process of strategic planning. Students will explore the elements of developing a strategic plan by focusing on the evolutionary process of analysis, planning and action. Students will apply the strategic planning techniques to a chosen organization by identifying organizational priorities deemed necessary to remain sustainable and competitive and develop a planning process to achieve these priorities.


INTRODUCTION TO SUSTAINABILITY

This survey course provides an introduction to the history, theories, principles, and practices of sustainability. Through an interdisciplinary lens, students will examine the complex confluence of social systems, ecological health, and economical welfare. Themes of pluralism and systems thinking will provide the framework for creating a personal definition of sustainability and examining the impact on creating sustainable practices.


MBA CAPSTONE PROJECT

The capstone project, developed by students, aims to demonstrate their theoretical knowledge and skills, acquired during their MBA course. The project thematic area should be within the broadly defined issues covered by the MBA in Tourism program. The capstone is an independent project, developed under the supervision of the student’s advisor – an academic lecturer or a business practitioner, approved by the MBA coordinators (WSTiE and Antioch University).