Bachelor of Arts in Leisure & Tourism Munich

The course is designed to introduce the principles of business management within a modern organizational environment. Students will explore major theories of management, critically examining a variety of management functions, including planning, organizing, digital transformation, leading and controlling. They will study the various environmental frameworks under which organizations operate, and gain insights into in-depth, specialist areas which form the basis of subsequent courses.

3.5 CH | 5 ECTS

This course serves as an introduction to the key concept of people management within contemporary organizations. It outlines the strategic need of an organization to attract, develop, motivate and retain talent via departmental functions and managerial skill sets. The course focuses on issues concerning people management from the perspective of both organization and employee. It examines cutting-edge global organizations and small medium enterprises across a variety of industries, analyzing the importance of workforce management in acquiring competitive advantages.

3.5 CH | 5 ECTS

This course is designed to prepare students for work as effective marketing managers within increasingly competitive environments. The course provides a foundation on the principles of marketing, teaching students how to analyze market forces in order to make decisions, while exploring processes related to segmentation, targeting and brand positioning. The importance of user experience is studied through the lenses of customer-centric approaches and consumer aspirations, with particular regard to the appeal of environmentally friendly products and the impact of social media.

3.5 CH | 5 ECTS

This course is designed to assist students in developing written and oral communication skills for both business and academic environments. The course provides an introduction to business communication theory, whilst developing students' understanding of university writing standards, improving research and citation skills and awareness of standard academic writing practices. Audience analysis, intercultural communication and strategic messaging are covered, together with the differences between virtual and in-person presentation methods, which are studied in order to prepare students for work in a digital business environment.

3.5 CH | 5 ECTS

This course focuses on the fundamentals of accounting and finance, encompassing the processes involved in evaluating, creating and interpreting financial statements. Governance and regulatory issues are studied, and students acquire a comprehensive knowledge of accounting tools together with general financial acumen, including concepts such as ethical behavior in the context of fraud and corporate governance, common forms of business ownership, and present and future value. Such competencies are essential for managers working across a variety of industries and are crucial for making informed investment decisions.

3.5 CH | 5 ECTS

Innovative Technology in Business provides first-year students with a concise understanding of how technology has led to transformations in business operations at the global level. The course explores the components necessary to nurture innovation, and outlines the risks that companies face in failing to adapt to, and incorporate, new technological advances. Students gain an understanding of innovation concepts such as information systems implementation, contemporary data management practices, open-source software and cloud storage solutions. They will study the application of innovative technological products and processes within small, medium and large organizations, together with the ethical implications of data collection and behavioral surplus.

3.5 CH | 5 ECTS

This course guides students through the fundamental project management concepts required to launch, lead and obtain benefits from projects in both private and non-profit organizations. Students explore the role of project management in achieving operational sustainability in competitive markets. They will gain an understanding of the impact of organizational culture on project outcomes, and learn about how defining scope, sequence, and objectives form part of the process. Causes of project failure, together with risk mitigation through planning and early phase initiative analysis are studied, providing a solid foundation in essential project management skills that can be applied across a range of different industries.

3.5 CH | 5 ECTS

This course provides a practical approach to data analysis, exploring trends, patterns and relationships in data to acquire information for quantitatively informed business decisions. Students will complete problem-solving exercises using Microsoft Excel's spreadsheet software as the principal learning tool. Concepts such as descriptive statistics and visualization to extract insights are covered, in addition to the widely used business tools of statistical inference and regression analysis. Upon successful completion of the course, students will be able to summarize and present data sets, collect random samples from a population and evaluate fundamental probability as part of the decision-making process.

3.5 CH | 5 ECTS

The study of economics provides a lens to understand and interpret global issues and interdependencies amongst individuals, firms, and nations. A solid grounding in economics is essential for business managers, and policy makers to understand markets, risk, opportunity and profits. This course provides students with a complete understanding of the factors which affect economic decisions. They will study the main theories of international trade, the effects of global economic integration, and the role of international institutions and multinational companies. The module concludes with an overview of sustainability issues, and an exploration of development beyond economic growth.

3.5 CH | 5 ECTS

This integrated course guides students through the principles of acting in a sustainable and ethical manner whilst performing management roles. The module equips students with an understanding of the tools and strategies required for the responsible execution of projects in the modern business world. Students will study key concepts such as corporate social performance, law and compliance, ethical versus destructive leadership, and stakeholder engagement and management for value creation. They will learn about responsible supply chain and human resources management, ethical marketing and communication strategies, and how to apply activity mapping within the global context. The module ensures responsible management principles can be incorporated effectively across various business structures and functions.

3.5 CH | 5 ECTS

This course introduces the key concepts and practices that underpin successful advertising and brand communications. Students will learn how to develop comprehensive Integrated Marketing Communication (IMC) advertising campaigns exploiting online and offline channels, learn how to assess and select appropriate media for communications, and develop an understanding of branding and brand positioning, trends, visual thinking, advertising brief development, marketing principles, brand communications, media relations and client/agency work.

3.5 CH | 5 ECTS

This course introduces students to the concept of creativity as a leadership skill, developing their understanding of the most fundamental tools in design thinking. The structure of the course facilitates the application of the acquired skills and competencies within the career planning process. Students will study how creative approaches can be employed within fast-changing business environments to ensure effective operations. The course includes a focus on soft skills such as listening, user empathy, whole-brain thinking, and collaboration, and their importance for successful teamwork across all fields. Students will practice designing novel solutions and implementing creative strategies for business decisions.

3.5 CH | 5 ECTS

Covering production and operations management, this course focuses on productivity analysis which contributes to improving businesses and creating a competitive edge. Students will be given an introduction to logistics and supply chain management, and examine inventory control systems, planning of material requirements and manufacturing resources, and quality controls. During this course, students will undertake a projection project that will allow them to put the theoretical knowledge they have acquired into practice.

3.5 CH | 5 ECTS

Digital business is about advancing digital transformation by applying technology to improve processes, expand automatization, open new markets and add value to the business and its customers. This course provides insight into the key concepts, technologies, applications, and strategic organization of digital business. Students will learn to analyze the development of competitive advantage through the use of digital technology; evaluate current trends and types of technology used in digital businesses; examine how digital technologies can be integrated within businesses; and assess different approaches to the development of digital platforms and e-commerce services.

3.5 CH | 5 ECTS

Students will increase their knowledge and comprehension of financial analysis in the major areas of financial reporting, comparative financial statement analysis, sales forecasting, budgeting, and cost-volume-profit analysis. They will learn how to comprehend, evaluate, and interpret financial and managerial data, which are essential skills for business managers in any field. On completion of the course, students will be able to: analyze cashflow statements; compute the cash flows from operations; understand investments and financial transactions.; complete a comprehensive financial ratio analysis from all stakeholders; prepare cash budgets and sales forecasts; and formulate a cost-volume-profit analysis and a break-even analysis.

3.5 CH | 5 ECTS

From market research to developing a comprehensive business plan, this course provides students with a comprehensive understanding of the fundamentals of what starting a new business or developing a business idea entails. The role of a business developer in both an entrepreneurial and intrapreneurial setting will be examined, and students will learn how to distinguish business development from other functions by identifying the skills required for a business development role. During the course, students will develop a comprehensive business plan on their own, which will allow them to put the theoretical knowledge they have acquired during the course into practice.

3.5 CH | 5 ECTS

This course explores the complexities and challenges of running a business in culturally diverse circumstances and examines how this diversity can lead to competitive advantage. Topics include company policy and strategy, vision and mission, ethics, human resources (HR) management and other aspects concerning a company's internal environment, joint ventures and international expansion.

3.5 CH | 5 ECTS

The tourism industry provides significant employment and revenue for many countries, as well as being a driving force for cultural development. This course aims to provide students with an understanding of the structure, nature and operating characteristics of the tourism industry. It will examine the socio-economic, political, environmental and technological significance of tourism as a phenomenon and explore the relationship between the public and private sectors and their involvement in tourism.

3.5 CH | 5 ECTS

This course focuses on the discipline of strategic management and provides an opportunity for students to bring together all that they have learned in the program as a whole, integrating and contextualizing their knowledge. It draws upon strategic management theories, concepts, methods and tools to nurture each student's capacity to think strategically about organizations in terms of uncertain external development contexts and current strategic positions, and to identify potential for pursuing alternative strategic development paths and maintaining a competitive edge.

3.5 CH | 5 ECTS

In this course, students will learn how to develop a strategic marketing plan for a company and/or brand. They will acquire knowledge of the specific tools and skills required to implement key stages of any marketing strategy: analysis, segmentation, targeting and positioning, execution and control. On completion, students will be able to apply the analytical frameworks used to harmonize organizational goals and resources with market needs and opportunities; execute segmentation, targeting and positioning plans; create marketing strategies and programs; formulate a strategic marketing plan for a company or brand; and systematically review the outcomes of a marketing plan.

3.5 CH | 5 ECTS

This mandatory course is designed specifically for all bachelor's students in their second year of studies. The course acts as a guide and a practical stepping-stone to conducting real-world business and management research by teaching students how to design a real-world business research project. Students will be able to use the array of academic and transferable skills acquired in this course in their coursework; independent research; cases; business plans; and in their dissertations. The current course deals primarily with academic writing, authorship, referencing and bibliography, and contains a brief introduction to the EU Business School's dissertation process.

3.5 CH | 5 ECTS

This course prepares students for enlightened management and suggests creative entrepreneurial opportunities. Outstanding service organizations are managed differently from their "merely good" competitors. Actions are based on totally different assumptions about the way success is achieved. The results are evident, not just in terms of conventional performance measurements, but also in employee enthusiasm and customer satisfaction. This course will study service management from an integrated viewpoint with a focus on customer satisfaction. The material will integrate operations, marketing, strategy, information technology and organizational issues. Finally, because the service sector is the fastest-growing sector of the economy, this course is intended to help students discover entrepreneurial opportunities.

3.5 CH | 5 ECTS

This course takes students through the complete process of event management, from developing a concept to planning, organizing and managing an event. In addition, students will also learn how to report on an event's results. Students will create and present an event concept to a client. At the end of the semester students will organize and execute a live event to bring together the entire course content.

3.5 CH | 5 ECTS

In business, whether for marketing, communications or other areas, it is crucial to understand cultural dimensions. Cultural heritage is not only about the past; heritage must be managed in the present and preserved for the future. The course provides comprehensive knowledge of cultural heritage and the tools to manage it effectively. Cultural heritage has strong links with national identity, sustainability, politics, aesthetics, community discourse and tourism. These issues are discussed and illustrated with cases. Students undertake an actual cultural heritage project throughout the semester in order to put the theory and knowledge acquired into practice.

3.5 CH | 5 ECTS

Students will analytically review and frame two business cases, analyze their issues/problems, evaluate the options and the course(s) of action, and provide recommendations, solutions and justifications. In this course, students will be exposed to selected case studies in order to fully appreciate the nuances and complexity of business-based problem-solving. While studying different cases, students will be encouraged to think creatively, reflect critically, and design viable solutions. By doing so, students will enhance their logical, analytical, and decision-making skills.

3.5 CH | 5 ECTS

This course deals with the complexities that confront businesses and organizations worldwide as technologies advance at breathtaking speed and threaten to replace jobs, roles, and responsibilities. Students explore the multiple considerations that management must take into account in order to effectively transform their businesses, while simultaneously staying competitive in their own industries. Specific issues that need to be addressed in order to determine optimal changes include levels of disruption, cultural perspectives, knowledge management, and a wide range of data analysis.

3.5 CH | 5 ECTS

This course focuses on the concept of innovation as applied to leadership challenges. Students will study how innovative approaches can be applied to issues in fluctuating business environments. The course provides opportunities for discussion of design thinking techniques, with students gaining an understanding of how to apply innovative solutions to new venture creation and organizational transformation. Students will develop their skills in critical thinking, collaboration and strategy formation. The study of innovative organizational culture, together with the principles of partnership and future orientation, helps to promote an entrepreneurial mindset that is relevant across a variety of roles and industries.

3.5 CH | 5 ECTS

Tourism is often described as being about 'selling dreams', as though tourist experiences are purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices. This course introduces students to the key issues of tourism marketing and covers the principles and practices of the industry related to the marketing process. This course examines specific concepts and approaches to planning, controlling and organizing marketing for the tourism industry. It presents the major decisions that marketers must make in tourism ventures.

3.5 CH | 5 ECTS

Successful tourism development and marketing are dependent on maintaining a delicate balance between economic growth and the protection of environments. This course tackles the tough issues of tourism such as negative environmental impact and cultural degradation and provides answers that do not sacrifice positive economic growth. The suggestion that businesses should take an active role in improving the world has arisen, given global climate change, fossil fuel use, poverty and loss of cultural identity, among other issues. This course discusses sensible guidelines for protecting the environment, heritage sites and local culture while developing realistic tourism goals and strategies for compatible economic growth.

3.5 CH | 5 ECTS

Hospitality is a complex industry that encompasses numerous sectors including hotels, hostels, B&Bs, restaurants, pubs, nightclubs and contract catering. However, there are key issues that are pertinent to all subsectors. This course adopts a strategic approach and critically evaluates current debates, issues and controversies to enable the student to learn from the industry's past mistakes as well as future opportunities. It is vital for hospitality management students to understand key management concepts as part of the complex and intimate nature of the services industry.

3.5 CH | 5 ECTS

This course provides students with the knowledge, skills, concepts and tools necessary to understand and respond to the increasingly complex, global, volatile and dynamic context in which organisational strategy formulation and development take place. This module will conduct a detailed study of the nature of strategy content and of strategic processes in a variety of organisational/industry settings. It is designed to equip students for further study at post‐graduate level and for future career development. This course will enable students to formulate critical awareness of how organisations implement their strategies by aligning people, projects, processes, structures and relationships. It will equip students with the skills and knowledge required as managers to analyse the existing position of an organisation and to devise and implement strategic decisions to enable the long-term sustainability of the organisation. Students will also examine key skills needed to manage change within an organisation. On successfully completing this two-semester course, students will earn 10 ECTS credits.

In this highly contemporary course, students will absorb and process the major global trends in the business world, assess their business implications and generate strategic options in response. This module provides an integrated framework whereby global business-relevant trends/issues may be identified and analysed, their strategic implications may be understood, and informed business responses may be deployed. On successfully completing this two-semester course, students will earn 10 ECTS credits.

The course provides students with a comprehensive and modern view of talent planning, management and resourcing. Students will learn how Human Resource (HR) specialists demonstrably add value in the pursuit of competitive advantage and organisational sustainability. Among other contemporary issues such as HR metrics and data analytics, students will be introduced to the complexity surrounding the reconfiguration of the HR role, the impact of environmental factors on HR performance, the rise of the HR strategic business partner, the potential of e-enabled HR and HR outsourcing opportunities. This course also includes an assessment of traditional HR activities, recruitment and selection, training and development and associated sophisticated policies and practices. Context is key so the impact of contingency factors on HR performance and HR cultural practices with their required responses are essential to the understanding of people management today. On successfully completing this two-semester course, students will earn 10 ECTS credits.

This course is designed to provide students with an in-depth understanding of the strategic approach to the use of data in organisations. Students are introduced to the concept of data as a tool for achieving and sustaining competitive advantage and for improving efficiency and effectiveness in business processes and managerial decision-making. The emergence of large-scale data sets (referred to as ‘Big Data’) has enforced a reassessment of traditional data management and analytic techniques. Data is now viewed as a critical asset which has a significant impact on our daily lives and the day-to-day running of organisations. Knowing how to evaluate and manage this key asset will be an important tool for business graduates. On successfully completing this two-semester course, students will earn 10 ECTS credits.

To survive in a world of rapid changes, organisations have been forced to launch innovative products and services and to embrace advanced technology with different and new ways of thinking. These approaches require creativity, innovation and entrepreneurship. This course aims to review and introduce the portfolio of skills and competencies required of effective entrepreneurs. It introduces and makes students aware of different perspectives, theories and the research underpinning marketing, both in terms of entrepreneurship and creativity. This program immerses students in the world of creative business and marketing, helping them to prepare for employment or further study. Entrepreneurial and creative skills are developed within a marketing context and allow students to apply them to real-life situations. On successfully completing this two-semester course, students will earn 10 ECTS credits.

This course provides students with the opportunity to demonstrate their ability to work independently or in a group setting on a business case proposal. Students will be taught various modes of analysis to test their business proposals. Students will work in groups to develop their business proposals. On successfully completing this two-semester course and project, students will earn 10 ECTS credits.

This course provides students with the knowledge, skills, concepts and tools necessary to understand and respond to the increasingly complex, global, volatile and dynamic context in which organisational strategy formulation and development take place. This module will conduct a detailed study of the nature of strategy content and of strategic processes in a variety of organisational/industry settings. It is designed to equip students for further study at post‐graduate level and for future career development. This course will enable students to formulate critical awareness of how organisations implement their strategies by aligning people, projects, processes, structures and relationships. It will equip students with the skills and knowledge required as managers to analyse the existing position of an organisation and to devise and implement strategic decisions to enable the long-term sustainability of the organisation. Students will also examine key skills needed to manage change within an organisation. On successfully completing this two-semester course, students will earn 10 ECTS credits.

In this highly contemporary course, students will absorb and process the major global trends in the business world, assess their business implications and generate strategic options in response. This module provides an integrated framework whereby global business-relevant trends/issues may be identified and analysed, their strategic implications may be understood, and informed business responses may be deployed. On successfully completing this two-semester course, students will earn 10 ECTS credits.

The course provides students with a comprehensive and modern view of talent planning, management and resourcing. Students will learn how Human Resource (HR) specialists demonstrably add value in the pursuit of competitive advantage and organisational sustainability. Among other contemporary issues such as HR metrics and data analytics, students will be introduced to the complexity surrounding the reconfiguration of the HR opportunities. This course also includes an assessment of traditional HR activities, recruitment and selection, training and development and associated sophisticated policies and practices. Context is key so the impact of contingency factors on HR performance and HR cultural practices with their required responses are essential to the understanding of people management today. On successfully completing this two-semester course, students will earn 10 ECTS credits.

This course is designed to provide students with an in-depth understanding of the strategic approach to the use of data in organisations. Students are introduced to the concept of data as a tool for achieving and sustaining competitive advantage and for improving efficiency and effectiveness in business processes and managerial decision-making. The emergence of large-scale data sets (referred to as ‘Big Data’) has enforced a reassessment of traditional data management and analytic techniques. Data is now viewed as a critical asset which has a significant impact on our daily lives and the day-to-day running of organisations. Knowing how to evaluate and manage this key asset will be an important tool for business graduates. On successfully completing this two-semester course, students will earn 10 ECTS credits.

To survive in a world of rapid changes, organisations have been forced to launch innovative products and services, embracing advanced technology with different and new ways of thinking. These approaches require creativity, innovation and entrepreneurship. This module aims to review and introduce the portfolio of skills and competencies required of effective entrepreneurs and introduces students and makes them aware of different perspectives, theories and research underpinning marketing, both entrepreneurially and creativity. This programme immerses students in the world of creative business and marketing, helping them to prepare for employment or further study. Entrepreneurial and creative skills are developed within a marketing context and allow students to apply them to real-life situations.

This course provides students with the opportunity to demonstrate their ability to work independently or in a group setting on a business case proposal. Students will be taught various modes of analysis to test their business proposals. Students will work in groups to develop their business proposals. On successfully completing this two-semester course and project, students will earn 10 ECTS credits.