M.S. in TOURISM MANAGEMENT

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1 M.S. in TOURISM MANAGEMENT The M.S. in Tourism Management curriculum consists of an initial one-week intensive orientation, a core of courses that provide you with a range of subjects necessary for all industry professionals, optional electives, and the Capstone, in which you apply your new skills and knowledge. This program is offered on a full- or part-time basis. GENERAL CORE (21 Credits) Tourism Planning Y Credit: Hospitality, Tourism, and Sports Management This course explores tourism policy analysis and planning in today s complex and interdependent global environment. Students are prepared to manage, direct, and lead planning initiatives in many different sectors of the tourism field. Students explore methods to source and analyze data, direct planning initiatives, and use technology to evaluate options and obtain measurable results. Students investigate various strategic planning methods and industry case studies. Topics include analyzing resources; developing research-based plans; measuring efficacy; analyzing impacts; forecasting; developing partnerships; and integrating goals, objectives and strategies with organizational culture, mission statements, and corporate philosophies. 1. Illustrate the ways in which planning models and processes can be applied to actual tourism development scenarios. 2. Cogently discuss tourism development issues, strategies, and trade-offs in a local, national, regional, and global context. 3. Appreciate the perceptions and realities of multiple stakeholders in the dynamic arena of tourism planning. 4. Apply tourism focused research methodologies and analytical tools vital to successful tourism planning. 5. Critically review a variety of tourism development plans. 6. Synthesize tourism development research with marketplace realities to formulate effective strategies. Applied Research Methods Y Credit: Hospitality, Tourism, and Sports Management This course presents a managerial as well as technical perspective to tourism research. Research design includes the overall structure for gathering data, analyzing it, and drawing conclusions supported by a coherent and comprehensive review of the published literature in the field. Students will learn how to conduct a literature review as well as design an applied research proposal. In this course, the subjects to be examined include: quantitative, qualitative and mixed methods of research; analysis of scholarly and industry research; data gathering techniques and methods of analysis; sample selection and analysis; and application of findings. 1. Analyze scholarly and industry research publications. 2. Analyze research designs for impact, focus, scope, credibility, and feasibility. 3. Compare quantitative, qualitative, and mixed methods of research. 4. Use various sampling techniques, research designs, data collection procedures, and methods of analyzing data.

2 Tourism Product Development Y Credit: Hospitality, Tourism, and Sports Management Inherent in the development of tourism products is the investigation and analysis of potential customers. This course begins with an overview of consumer segments defined by ages, values, ethnicity, cultures, etc. with the focus on defining differences to be used for the development of tourism products. The course then turns to the development of new tourism products and the sustainment of the existing products for specific customer bases. Topics include: the integrated development process of public and tourism specific infrastructures, types of development, factors influencing success, sources of funding, projecting potential market demand; competitive conditions; and potential local obstacles. Marketing of Destinations Y Credit: Hospitality, Tourism, and Sports Management This course examines how governments and private entities market destinations and how the marketing activities are measured for accountability and more cost efficient efforts. Students examine different market strategies as they relate to single and multimarkets, with a look at the feasibility of a total market strategy. Vital to successful marketing is a defined distribution plan utilizing new technologies and data management techniques. The course examines composite elements of a destination: infrastructure, amenities, services, attractions, accommodations, and entertainment, among others, with a goal towards marketing and information management. 1. Apply destination marketing principles to a variety of tourism settings, including destinations ranging from communities to nations. 2. Understand the interaction of destination marketing organizations and the products and services that comprise the tourist destination. 3. Understand the processes required to implement effective destination planning for both short and long term benefits. 4. Evaluate the marketing needs of a destination and the contributions destination marketing makes to communities and individual properties/tourism operators. 5. Analyze opportunities and marketing needs from the perspective of the whole destination. Prerequisites: Applied Research Methods Y Financial Strategies for Tourism Development Y Credit: Hospitality, Tourism, and Sports Management This course explores financial techniques used in tourism development projects. Extensive examination of feasibility studies and the development of business plans form the basis of discussion. Economic, accounting and finance terminology and principles are reviewed through the use of case studies and industry experts. Topics include the steps in feasibility analysis, revenue and expense forecasting, sources and uses of capital financing, business plan development, relationships to tourism planning, and report development and presentation. 1. Comprehend the tourism development process from a financial point of view. 2. Conduct feasibility analysis for a variety of tourism products 3. Through a sound grasp of terminology and concepts, use and interpret economic, finance, and accounting principles found in tourism planning and policy analysis. 4. Analyze sources and uses of capital for tourism development projects. 5. Develop tourism business plans. 6. Generate reports based on the use of financial techniques and principles.

3 Cultural Heritage Tourism Y Credit: Hospitality, Tourism, and Sports Management This course examines the development of cultural heritage tourism resources as primary or secondary destination products. Students examine the range of cultural and heritage assets that can become viable tourism attractions including museums, the performing arts, historic sites, and national parks. Topics include: current and future cultural and heritage trends; the role of the organizations involved in cultural heritage tourism; and using cultural heritage resources for economic development. 1. Analyze existing tourism products. 2. Formulate new tourism products with an understanding of development challenges. 3. Use key tools for analyzing the tourism development arena. 4. Appreciate the nuances of tourism product development in the public and private sectors. Sustainable Tourism Y Credit: Hospitality, Tourism, and Sports Management Tourism is an industry with product based on environmental consumption, both natural and man-made. Continued growth in tourism has led many nations, as well as tourism businesses, to recognize the need to develop policies and programs that protect and conserve precious tourism resources. In this course, students will examine sustainable tourism development programs and industry best practices to better understand tourism s positive and negative impacts, and the need to protect, sustain, and conserve tourism destinations for future generations. Learning Objectives: 1. Identify the key issues related to tourism and sustainability. 2. Understand the significance and impact of climate change on the tourism industry. 3. Determine the role of stewardship of natural resources and environmental conservation. 4. Analyze the connection between natural and economic capital. 5. Determine the best systems, scale, and restructuring needed to develop sustainable tourism product. Emerging Issues in International Tourism Y Credit: Hospitality, Tourism, and Sports Management This course is designed to analyze emerging political, technological, and economic trends and to provide a framework of exploration relative to the tourism industry. Students learn to identify issues and trends that impact destination planning, development and growth. Topics include techniques for identifying trends and issues, measuring the impact of trends on the destination to determine which products and services will meet the needs of sophisticated and informed tourists. Learning Objectives: 1. Identify and define key economic, socio-cultural, environmental, and political forces involved in contemporary tourism. 2. Apply appropriate research strategies to investigate critical issues and assess impact of trends. 3. Utilize various assessment techniques to measure impact of issue on the success of the destination. 4. Understand the implications of trends on strategic decision-making.

4 Tourism Policy Analysis Y Credit: Hospitality, Tourism, and Sports Management In this course, students develop skills in how to research tourism policy initiatives, collect and analyze data, and use technology to evaluate options and obtain measurable results. Students examine components of the tourism industry and develop tools to analyze and evaluate tourism policy as it impacts tourism organizations in government and private sectors. Strategic policy analysis methods and industry case studies are examined in a framework of public, private, and non-profit systems. Learning Objectives: 1. Describe tourism public policy and sustainable destination management processes and their relationship to national and international affairs. 2. Understand public and private sector organizations and their involvement in tourism policy formation. 3. Identify major tourism policy and sustainable destination management issues and their influence on related public and private sector organizations. 4. Develop knowledgeable alternative solutions to tourism policy and destination management issues. 5. Analyze specific tourism policy formation topics through the use of comparative critical analysis involving case studies and major research project design. CAPSTONE (12 Credits) Students begin Capstone courses with 24 credits completed in Core. Students required to take all courses listed below. Consulting Strategies Y Credit: Hospitality, Tourism, and Sports Management This course will focus on understanding the roles and responsibilities of consultants, both internal and external. By examining models, approaches, and best practices used by industry consulting professionals, students will understand the process for conducting a consulting project. Topics to be covered include: preparing a proposal, diagnosing organizational culture, contracting with a client, managing client communications, accessing and assessing resources, developing the deliverables, monitoring progress, reporting results, achieving engagement closure, and re-contracting. Students will conduct a consulting project from contracting to presentation of results, working in teams, with appropriate clients under the guidance of a faculty member. 1. Identify the personal, professional, cultural, technical, and organizational challenges that consultants encounter. 2. Develop and present a professional client proposal for consulting services. 3. Evaluate consulting proposals from a variety of perspectives. 4. Manage client communication and deliverables throughout a consulting project. 5. Recognize the potential conflicts of interest and other ethical issues faced by industry consultants. Prerequisites: Applied Research Methods Y and student must be in their final semester. Advanced Research Seminar Y Credit: Hospitality, Tourism, and Sports Management Working in groups, students will conduct a comprehensive research project within a specific time frame and according to specific guidelines. The topics assigned will reflect current trends within the industry. The project is expected to combine applied research methods and theoretical knowledge to focus on a relevant topical area.

5 1. Refine a problem statement and research questions to investigate. 2. Prepare a review of existing industry literature surrounding a current hospitality, tourism, or sports topic. 3. Prepare a coherent analysis of an industry topic or issue. 4. Present a coherent research project in both written and oral formats. Prerequisites: Applied Research Methods Y and student must be in their final semester. ELECTIVES Optionally take the non-required courses listed below with advisor's approval Tourism Advertising and Public Relations Y Credit: Hospitality, Tourism, and Sports Management Billions of dollars are spent annually by destinations and private tourism businesses in an attempt to generate awareness, establish images, and attract visitors. Persuasion activities are the focal point for advertising and public relations to influence the consumer: prior to leaving home; while en route to the destination; and after arriving in the destination area. Topics to be discussed include: advertising awareness, brand awareness, message recall, main point communication, campaign diagnostics, destination imagery, motivation, behavior, demographics, constructing the advertising message, and designing print campaigns. In this course, students learn to develop, plan, and budget for destination advertising and public relations programs. 1. Analyze and interpret current travel industry advertising and public campaigns to determine their potential for success. 2. Develop press materials for start-up and existing hotels. 3. Create an advertising campaign that effectively positions a hotel or destination in the consumer s mind. 4. Leverage emerging and social media outlets to promote hospitality and travel related clients. 5. Utilize gained insights to function more effectively in a public relations or advertising agency setting. 6. Interpret signs in the marketplace to identify emerging trends. Prerequisites: Applied Research Methods Y Events and Entertainment Development Y Credit: Hospitality, Tourism, and Sports Management Events and entertainment are now an important part of the tourism of any major destination. As well, festivals are becoming a significant interest area for a growing population of tourists. Various forms of entertainment such as theater plays in urban environments are also important tourism generators. This course investigates these important areas with regard to their development and maintenance. Topics include market development and analysis, feasibility, financial criteria, stakeholder negotiations and marketing for sustainment. 1. Comprehend the process of developing tourism related events and integrating entertainment into the tourism marketplace. 2. Analyze the spectrum of events and entertainment that generates tourism demand. 3. Develop financial criteria that measure feasibility of successful tourism events and entertainment.

6 4. Formulate marketing strategies for specific tourism entertainment events. 5. Interpret how events and entertainment are integrated into the overall tourism activities of various destinations. 6. Analyze the value proposition of stakeholders to specified tourism events. Sports Tourism Development Y Credit: Hospitality, Tourism, and Sports Management Tourism generated by sports activities is an emerging trend in the development of major destination areas. Students learn an awareness of the factors necessary to plan and execute this significant and growing area of tourism. This course investigates the needed infrastructures, policies and plans, marketing, special services, economic impacts, financial structures, organizational structures, and strategic sponsoring partnerships. This course will make use of case study analysis and integrate industry expert guest speakers. Destination Analysis Y Credit: Hospitality, Tourism, and Sports Management Using significant international and domestic organizational sources, this course examines data to compare and contrast destinations under specific measurement criteria. Organizations such as the UN World Tourism Organization, the World Travel and Tourism Council, the World Bank, and the U.S. Travel Association generate significant analysis and evaluation of worldwide destinations. Topics include sources of reliable data, the development and use of the Tourism Satellite Account system, comparative analysis, current destination trends and predictions for the future, and the relevance of analysis to tourism destination planning. 1. Analyze destinations in terms of tourism infrastructure and adequacy to achieve optimum economic sustainability. 2. Evaluate destination policy and strategic planning criteria. 3. Use global, national, and local data sources in destination analysis and evaluation. 4. Interpret and apply tourism trends and impacts in tourism destination analysis. 5. Use case study analysis to compare and contrast destinations with regard to policy and planning. 6. Prepare oral and written reports on analytical findings and recommendations. 7. Formulate effective policy to maintain a sustainable pace for tourism destination development. Independent Study in Tourism Y Credit: Hospitality, Tourism, and Sports Management Provides the opportunity to work with a faculty member on a well-defined specific topic via independent study. Approved topics should be extensions of existing courses previously taken on areas in which no courses are offered. Independent research is intended to extend the students knowledge in an area in which his or her interest is more specialized than the norm. Requires prior approval of an appropriate academic adviser as to the topic of the research. 1. Select a topic for study that enhances his or her career portfolio. 2. Define the scope of the study in terms of purpose, objectives, outcomes and research plan via a written proposal. 3. Conduct independent study under the supervision of a faculty member to achieve desired purpose and objectives. 4. Report the results of the independent study with effective communication techniques Prerequisites: Applied Research Methods Y

7 Internship Y Credit: Hospitality, Tourism, and Sports Management This course provides students with limited industry experience an opportunity to work in a hospitality enterprise. Building a career requires appropriate industry work experience to strengthen the student s knowledge and skills formed in the classroom. Students are expected to complete three hundred (300) hours of work experience approved by the Tisch Center. 1. Articulate the insights gained from reflecting on his or her industry work experience. 2. Analyze the challenges and demands of functioning effectively in an industry organization under tangible employment conditions and business deadlines. 3. Analyze business challenges from several managerial perspectives. Prerequisites: Completion of 18 credits, in good academic standing with the University (no academic or disciplinary action on record), and a minimum cumulative GPA of 3.0.