This module aims to introduce and evaluate the tourism phenomenon, current trends, and developments in international tourism and their implications for tourists, tourism businesses and destination populations. The effects on international tourism of the global economic downturn and the recovery are reviewed but in the wider context of key issues: problems involved in monitoring, measuring and defining tourism; the complexities of stakeholder relationships; visitor demand and behavior; current issues and trends including environmental concerns, the ethics of the globalization of tourism and the development of alternative forms of tourism. Furthermore, issues and trends in related sectors, namely hospitality and festivals and events, are also discussed. The module outcomes are as follows: (1) interpret the significance of visitor demand and behavior for tourism product development, (2) analyze the tourism system and its components and characteristics, (3) critically analyze stakeholder relationships with regard to their implications for destination development, (4) critically appraise the impacts of international tourism on destinations, and (5) investigate tourism impact management techniques.
This course is an introduction to the basic principles of tourism, hospitality and events and critical skills needed to effectively monitor and understand business trends. Students will learn about the tourism, hospitality and events industry, tourism geography – both in Croatia and internationally. These will help them in understanding the processes of tourism, hospitality and events product creation they will learn in courses that follow.
The objective of this course is to teach students how to apply a certain marketing strategy, starting with problems faced by a marketing manager. These problems are mainly the following: (1) analyzing marketing opportunities, competition, and environment; (2) market segmentation, selecting target markets and developing the marketing mix; (3) marketing strategies to maintain a competitive advantage in different market circumstances and product life-cycle stages (introduction, growth, maturity, decline).
Efficient project management ensures that projects are done within deadlines and budgets, and achieve a satisfactory level of quality. The goal of the course is to introduce students to techniques needed for achieving these three goals. The basic issues and segments of project management that students will master are: the qualities of efficient project manager, typical responsibilities of a manager and a choice of a project, providing and developing projects; development of a detailed work and time plan as well as budget, creating a project team and keeping it together, managing, controlling the quality of the work on the project and risk management; communication between members of a project team, investors and managers; forecasting and avoiding potential problems; specific roles of support services (finances, marketing, procurement, IT support).
Students will learn how to conduct marketing research and develop digital communication strategies with focused business tactics and objectives in both tourism, hospitality and events field. Students will learn the benefits of digital marketing, develop content strategies for a variety of digital marketing channels, understand social media channels, digital PR (public relations) and Email marketing. Finally, students investigate and understand web design, user-centred design and the relationship with digital marketing as well as the importance of SEO (search engine optimization).
The event management course will learn students the application of project management to the creation and development of large-scale events such as festivals, conferences, ceremonies, parties, concerts, sports events or conventions. Through this course, students will learn how to plan, create and manage an event. They will be exposed to the management function, communication, strong project management skills, accounting skills and how to bring all the different aspects of an event together. Students will be exposed to the similarities and differences between catering events, exhibitions, fairs, trade shows, sports events, music festivals and product launches.
Management of Change and Human Resources focuses on the microaspect of change, as well as psychological resistance to change. In this course, you will cover the basic functions of human resource management by studying your organization, by working with others, and by completing a project. You will also engage in an analysis of workplaces and job descriptions. The functions covered in this course include: recruiting, selection and introduction to the workplace, employee training, etc.
In the Business Ethics and Corporate Social Responsibility Course, students will learn how to recognize moral dilemmas in business, fast formulation of solutions to these dilemmas, all in a transparent manner. Students will also engage in critical analysis of business cases and will learn to make transparent, ethical business decisions. The following concepts are covered in his course: ethical systems, ethical systems, ethical decision making in doing business- all in relation to customers, market, environment, procurement and international business. Furthermore, the place and role of a corporation will be analyzed in terms of its position with respect to culture, religion, tradition, government policy and legislation, etc.
Services are increasingly becoming a relevant incentive for national economies, presenting very often a significant force in achieving competitive advantage in various manufacturing companies. Services have spread from traditional areas (tourism, catering, health companies, etc.) to almost every kind of field. The goal of this course is to teach about services marketing as a special part of the marketing orientation and everyday work. Course activities focus on analysis and value estimation of the services marketing, which represents a basis for the strategic decision-making process in traditional and non-traditional services.
The objective of this module is to teach students about problems and techniques to be used during market research and enable them to collect information on their own, estimate and use them efficiently when making business decisions within the tourism field. Students will learn how to require market research and how to evaluate and use the results. There will be also discussions on how to plan, implement and analyze data and reports, looking at both local and global tourism trends. The course is primarily created for users, i.e. more for future tourism experts and less for specialists dealing mostly with market research.
The aim of the internship is to enable students to apply academic knowledge and skills in a real business environment and to develop the accompanying independence, responsibility, and creativity necessary to perform business and work tasks in situations of practical business activities. Students are encouraged to connect their internship with the preparation of the graduate thesis in a way that through internship they apply the knowledge and skills acquired during their studies, but also in collecting and analyzing primary and secondary data and proposing recommendations based on that data.
The final step in graduate studies is writing a master thesis in the field chosen by the candidate and mentored by a professor teaching in this field. Before embarking on the research project, the candidate has to submit the proposal of his/her topic, including the methodology used in the research. The mentor assists the candidate in the course of his/her research project and completion of his/her thesis.