Opleiding: Professional MBA Tourism Management

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Learning purpose

The tourism industry undergoes major structural changes. The specialization in Tourism Management is an integrative and multidisciplinary program focusing strongly on global strategic tourism issues and state-of-the-art techniques. It can be applied to a variety of professional contexts preparing our students to become effective leaders in the largest economic sector in the world. It is designed for managers who want to promote their career in the field of tourism management or who aspire to a leadership role in the tourism industry. It benefits from Austria’s successful tradition as high-quality tourist destination and builds on its broad expertise in tourism research and development. The program links participants to a unique professional network of experts from both tourism and leisure industry.

Target audience

• Executives with experience in the tourism or the service industry who see the MBA as a further step in professionalizing and updating their knowledge and skills
• High potentials who have developed a successful career in other areas but see their future in tourism management and seek a profound functional specialization
• Entrepreneurs who want to promote their business with the help of state-of-the-art tourism and management know-how

Programme

Structure

In the course of the part-time Professional MBA with specialization options, participants gain profound insights into core business subjects and a specific field or industry.

During the program, participants master the “Business Core” focusing on core business and management knowledge, techniques and leadership, while ensuring a maximum flexibility to foster their individual needs and ambitions during the “Specialization” modules.

Curriculum

Business Core

• Managing People
• Managing Organizations
• Competitive Analysis and Strategy
• Data Analysis and Decision Making
• Financial Reporting
• Financial Management
• Operations Management
• Controlling
• Marketing Management
• Global Markets
• Information Systems Management
• Managerial Economics
• Entrepreneurship and Innovation
• Leadership
• Ethics and Corporate Social Responsibility

Specialization

Consumer Behavior and Psychology in Tourism & Leisure I

Psychological implications of tourism destination marketing practices. Identification of basic marketing principles in global community-oriented tourism. Psychology of travel motivations and tourist typologies. Hosts and guests and the role of the tourist as an agent for cultural change.

Consumer Behavior and Psychology in Tourism & Leisure II

Tourism and society and the role of consumers in the service and tourism industry. Psychological concepts in tourism, choice and decision making, market segmentation, consumer research: Function, methods and implications.

Tourism Services Production

Forms of tourism and particularities of the tourism industry. The tourism supply chain and the main dimensions of service quality. Terms of production in different sectors of the tourism industry.

Tourism Marketing Intelligence

Information requirements for marketing strategies and instrumental decisions. Major explanatory variables in the tourist decision making process. Tourism market segmentation, product positioning methodology and product planning. Advertising efficiency and control.

Strategic Marketing for Destination Marketing Organizations

Foundations of destination competitiveness. Tourist destinations: Image analysis and competitive strategies. Typical challenges for tourist organizations.

Additional Electives

• NTO, RTO, CTO Management
• International Tourist Flows and Forecasting
• Tourism Management Information Systems
• Meeting and Event Planning
• Real Estate Planning
• Asset Management
• Revenue Management
• Recommendation Systems
• Public Sector Marketing
• Environmental Management and Sustainability
• Knowledge Management and Organizational Learning
• Online Collaboration, Virtual Communities and Social Networks

Master Thesis

Entry Requirements

Application Requirements

To apply for the Professional MBA, you must meet the following requirements:

• Undergraduate degree, equivalent to a bachelor degree

• Minimum of three years of relevant work experience

• Proficiency of written and spoken English

• Completed application forms

• Curriculum Vitae

• Two letters of recommendation

Each Professional MBA participant is expected to have a personal computer and be familiar with MS Office software.

Admission Criteria

Students’ diversity is essential for the quality of the Professional MBA Program. Therefore, we carefully select all our MBA participants considering cultural and academic background, skills and work experience.

Examples of important criteria are:

• Solid career progression

• Management and leadership skills

• Ability to commit to a challenging program

• Interpersonal and communication skills

• A clear career vision

• Ambition and drive

The structure of the program and close collaboration in study groups encourages long-lasting business contacts and friendships.

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Opleiding kerngegevens

Name institute

Vienna University of Economics and Business (WU)

Course location(s)

Vienna

Duration

18 months

Diploma

Diploma

Open enrollment

Yes

In Company/ Tailor-made possible

No

Start dates per year

fall