Start of term: February
Total ECTS: 30
The semester consists of two themes, an elective and a study trip:
- Strategic value creation: 11 ECTS
- Hospitality and hospitableness: 14 ECTS
- Elective: 5 ECTS
Choose between Destination Development and Event Management
- Study trip to Italy
Strategic Value Creation
In this theme, students gain development-based knowledge of industry practices, applied theory, and strategic methods within the global hospitality sector. The focus is on creating value through strategy, innovation, and collaboration. This theme prepares students to become proactive, strategic thinkers equipped to drive innovation and development in international hospitality businesses.
Students will:
- Understand and critically reflect on strategic practices in the hospitality industry.
- Apply relevant tools and models to address strategic challenges and evaluate practical and theoretical issues.
- Communicate strategic insights effectively to stakeholders.
- Work independently and across disciplines with management, staff, and external partners to develop sustainable solutions.
- Engage in lifelong learning by identifying personal and professional development needs, while supporting the learning of others.
Modules in This Theme: Strategy, Management & Organization, Methodology, Economics.
Hospitality and Hospitableness
In this theme, students explore the essence of the hospitality industry, hospitableness and guest experience. The theme combines theory and practical methods to deepen understanding of service culture, guest relations, and the value of creating memorable and meaningful experiences. This theme prepares students to lead with empathy, professionalism, and purpose in delivering world-class hospitality experiences.
Students will:
- Gain development-based knowledge of hospitality practices and applied theories related to hospitableness.
- Understand and reflect on how hospitality practices are implemented and experienced in real-world settings.
- Apply industry-relevant methods and tools to create exceptional guest experiences, while evaluating both practical and theoretical challenges.
- Communicate effectively with guests and employees about service and hospitableness.
- Develop and implement guest experiences that generate business value in an ethical, respectful, and sustainable way.
- Collaborate across disciplines and take responsibility for delivering hospitableness in diverse professional contexts.
- Identify and support their own and others’ learning needs in relation to service, hospitality, and guest-centered leadership.
Modules in This Theme: Hospitality, Culture & Guest Understanding, Marketing & Communication, Management & Organization, Methodology, Economics
Electives
Destination Development
This elective course explores hospitality from a broader, destination-level perspective. Students gain insight into how tourist destinations are shaped, managed, and developed — with a focus on creating attractive, hospitable, and sustainable places for visitors and stakeholders alike.
Key topics include the concept of destinations, the destination product, and the role of Destination Management Organizations (DMOs). Students examine both top-down and bottom-up tourism policy perspectives, explore different types of destinations, tourism markets, and understand the destination life cycle.
Students will develop analytical skills to evaluate a destination’s strengths, weaknesses, and market potential, and assess opportunities for collaboration through partnerships, networks, alliances, and clusters.
By the end of the course, students will be able to contribute to destination marketing and branding strategies, and independently or in teams conceptualize hospitality products and guest experiences that enhance the overall value and identity of the destination.
Event Management
This elective course equips students with the knowledge and tools to understand, design, and deliver events within the hospitality and experience industries. With a strong focus on real-world application, students will explore how events can create memorable guest experiences while also supporting strategic business objectives.
Throughout the course, students gain insight into the various tasks involved in planning and executing an event, and learn to conduct stakeholder analyses to ensure relevance, value creation, and engagement from all involved parties.
Students will apply relevant theories and models to design events tailored to the hospitality context, assess financial feasibility, and select appropriate communication and marketing channels for promoting their concepts effectively.
By the end of the course, students will be able to participate — independently or in teams — in the operational, tactical, and strategic development of events. They will be equipped to contribute across all phases of the event cycle, from early ideation to final implementation, with a focus on delivering high-quality, well-targeted hospitality experiences.
