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  • 1. Libera Università di Lingue e Comunicazione IULM Master in Tourism Management VI Edition - 2010 Master of Science Director: Professor Manuela DE CARLO Coordinators: Francesca SALA Barbara OLDANI
  • 2. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Objectives MTM offers • PARTICIPANTS o a challenging learning experience in a multicultural environment o a close personal relationship with professors from the most important universities which specialize in tourism studies both in Italy and abroad and with managers from some of the most interesting companies in the field o immediate job prospects in the tourism industry • COMPANIES o motivated individuals, alert to innovation, with in-depth knowledge of the tourism business and cutting edge management tools • INSTITUTIONS and ORGANIZATIONS o experts in projecting, organising and communicating the tourist offer in innovative ways using the best international practices
  • 3. Libera Università di Lingue e Comunicazione IULM MTM in numbers •60 university credits •250 contacts from 23 countries in 2008: international and multicultural • 6 out of 21 teachers from the best research centers and universities in tourism management at the international level • 7 out of 21 specialist courses run by professionals from the most important companies in the field • 60 managers and entrepreneurs as testimonials, teachers and project tutors •14 projects financed by tourism companies • 30 projects and business plans developed by students, 15 of implemented or in the pipeline • 400 partner companies in Italy and abroad • 1 internship for the duration of 6 months mandatory and tailor-made as “fast lane” access to the job market
  • 4. Libera Università di Lingue e Comunicazione IULM Placement 98% of previous editions’ graduates work in the tourism field 2/3 of them received a job offer from the company in which they did their internship MTM actively supports placement through: - high value internships - graduate recommendation to partner companies - CV Book with MTM graduate profiles, sent to more than 500 companies
  • 5. Libera Università di Lingue eeComunicazione IULM Libera Università di Lingue Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Placement - examples • Strategic Management researcher for Tecnotur - Madrid, Spain (MTM 2) • Incoming management Kuoni Destination Management – London, UK (MTM 3) • Extranet manager for the Italian Department Travco – London, UK (MTM 3) • Consultant for Belle Tourism International – Shanghai, China (MTM 4) • Product Development Officer Belize Tourism Board - Belize (MTM 4) • Room division manager Antares Hotels (MTM 1) • Incoming Manager for Italy for the Japanese market JTB Europe (MTM 3) • Country manager assistant TUI Fly (MTM 3) • Sales Carlson Wagonlit Travel (MTM 4) • CEO Assistant Eden Viaggi (MTM 4) • Owner of a travel agency “Vivere e Viaggiare” Cisalpina Tours (MTM 3) • Marketing and Communication Hotelplan-Turisanda (MTM 2) • Consultant for a tourism real estate company R&D Hospitality (MTM 2) • Events organization Uvet American Express (MTM 2) • Communication Amadeus Marketing Italia (MTM 1)
  • 6. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Participants Enrolment cap (30 students) Highly motivated students Graduates in various subjects, but mainly Tourism, Communication, Languages, Tourism Management, Economics Brief work experience Some have entrepreneurial projects Excellent command of English and of one other foreign language
  • 7. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Teaching Methods One year, full time Entirely run in English Compulsory attendance, from 9am to 5.45pm, from Monday to Friday 1,500 hours of which: 15% traditional lessons 20% case studies, work groups and simulations 28% field projects and business plan 16% professionals in class, with more than 60 companies 21% internship
  • 8. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Teaching Methods
  • 9. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Program and Faculty January – February 2010 I module: Basic Competence Building COURSES TEACHERS Players and Roles in the Tourism Peres – IULM University System Sustainable Tourism Guidelines and Peres and Caso – IULM University Management Practices Accounting Management D’Angella – IULM University English Workshop Willis – IULM University
  • 10. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM March – April 2010 II module: Management Practices COURSES TEACHERS CHESS Real Time Simulation Game Alvarez - Cornell University (USA) Marketing Management Mauri – IULM University Business Strategy Bruni – IULM University Information Technology for Tourism Managers Piccoli – Sassari University Organizational Behavior and Human Resources Quaratino – IULM University Squarcia - Starwood Advanced Accounting and Management Control Sainaghi- IULM University Corporate Finance and Real Estate Investment Sainaghi – IULM University Revenue Management Zennaro – Intercontinental Hotels Group (Madrid) Business Profitability Analysis Alvarez- Cornell University (USA)
  • 11. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM April - May 2010 III module: Tourism Professionals •Hospitality Management 1 month with managers •Retail Management and entrepreneurs from over 60 companies in •Transport Management the tourism field •Meeting Industry Management testimonials - simulations – case discussions – exercises – group work and field project - experience on the job - forum, blog and research projects
  • 12. Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals The Companies Hotel Management Companies . Accor Best Western NH Hoteles AICA D’O Melià Hotels & Resorts Alliance Alberghi Hilton Starwood Hotels & Resorts Antares Hotels Intercontinental Tivigest ATA Hotels Marriott Una Hotels & Resorts Villa d’Este Retail Companies Amadeus Departures Kuoni Alpitour ECTAA Mistral – Quality Group Aviomar Eden Viaggi Mobissimo BCD Travel Etrusca Viaggi Naar Worldwide Tours Bravo Net Evolution Travel Nicolaus Tours Brevivet Expedia Outtravel Cartorange Frigerio Viaggi Uvet American Express Corporate Travel Cisalpina Tours Hotelplan Turisanda Valtur Club Med I Viaggi del Ventaglio Transport Companies Air Dolomiti S.p.A. Costa Crociere Royal Caribbean Cruise Line Alitalia Meridiana Trenitalia Austrian Airlines MSC Crociere TUI Fly
  • 13. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals The companies Meeting Industry Aim Group CREO Gruppo Triumph Rimini Riviera Convention Bureau Fiera Milano Congressi MCI Turin Convention Bureau Fiera Roma SAP Vienna Convention Bureau Fondazione Fiera Milano Teknocongress Institutions Agenzia Nazionale per il Turismo Val di Fiemme APT Milan Town Council Confturismo Turismo Friuli Venezia Giulia Consultancy companies De Faveri & Associati Progetto Turismo DLA Piper R&D Hospitality Giara Consulting Group Studio Ambrosetti KPMG The Bench
  • 14. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals Experience on the job A training day organized at the companies’ headquarters with managers as teachers. Amadeus Italia, Antares Hotels, ATAhotels, Costa Crociere, Hilton, Marriott, NH Hoteles, Melià Hoteles have taken part in the project over the past years years A day at NH Touring, Milan to understand the critical points of different management processes in a hotel chain
  • 15. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals Experience on the job A day at Milan Marriott Hotel to analyze the specifics of managing a meeting and convention area
  • 16. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals Experience on the job A half day at Hotel Concorde – Antares Hotel to understand the management procedures of a single unit hotel
  • 17. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals Experience on the job A half day at Amadeus Marketing Italia to understand how a GDS works
  • 18. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM III module: Tourism Professionals Forum and Face to Face MTM 5 • Innovative Skills in Tourism Management: CISET – Cà Foscari, IULM and Tsm face to face with companies – BIT – International Tourism Exhibition, February 21st 2009 • Forum Air Companies: The State of the Industry and Challenges for the Future –March 11th 2009 • What’s the Latest in Tour Operating? – March 27th 2009 • Cruises: The Hospitality of the New Millennium? – May 25th 2009 • Beyond the Shop: Home-based Travel Agents – March 17th 2009 • Travel Agencies: Trends and Performances – March 19th 2009 • From Traditional to Dynamic Packaging – March 25th 2009
  • 19. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Forum and Face to Face MTM 5 “Innovative skills in Tourism Management: CISET – Cà Foscari, IULM and Tsm face to face with companies – BIT – International Tourism Exhibition” BIT 2009 – February 21st
  • 20. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Forum and Face to Face MTM 5 “Face to face: Travel Agencies: trends and performances” March 10th 2009 Roberto Gentile CEO Frigerio Viaggi Michel De Blust General Secretary ECTAA
  • 21. Libera Università di Lingue e Comunicazione IULM Forum and Face to Face MTM 5 “What’s the latest in Tour Operating?” March 27th 2009 Anna Schuepbach General Manager Hotelplan Italia Cristina Tasselli Marketing, Sales and Development Director Kuoni Italia Michele Serra President Quality Group Moderate: Paolo Bertozzi CEO Tradelab and IULM lecturer
  • 22. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Focus on…
  • 23. Libera Università di Lingue e Comunicazione IULM RESEARCH INTO THE PERCEPTION OF MILAN AS TOURIST DESTINATION Prof. Ferrari, Market Research Analysis Analysis of tourist Analysis of web questionnaires Analysis of web questionnaires perception of the image of (600 potential tourists) (600 potential tourists) Milan MTM Destination Management Module Destination Strategy and Planning: Prof. Morrison, Purdue University, Indiana (USA) Destination Branding: Prof. Pritchard, University of Wales (UK) Community Attitudes to Tourism: Prof. Pearce and Prof. Moscardo, James Cook University (Australia) Tourism Event Planning and Development: Prof. Anderson, Purdue University, Indiana (USA) Business Plan Proposal of a strategic plan for Milan Tourism development
  • 24. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM April - May 2010 IV module: Destination Management To learn how to successfully manage a tourism destination by developing brands, destination products, events, local networks and sustainable development strategies. COURSES TEACHERS Destination Strategy and Planning Govers - University of Leuven (Belgium) Destination Marketing Morrison - Purdue University (USA) Destination Branding Pritchard - University of Wales (UK) Community Attitudes to Tourism Pearce - James Cook University (Australia)
  • 25. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM May - July 2010 V module: Business Plan Draw up a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt in the master. The business plan is closely supervised by a professional. 50% of business plans were put into practice. “Recovery of Brownfield Sites for a Hotel Project” Tutor: Sergio Mancuso TEH-Ambrosetti, Head of Tourism “Development of a New Low-cost Hotel Network“ Tutor: Mr Bianchi – R&D Hospitality
  • 26. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM From July 2010 to September 2010 VI module: Internship • 6 months • In Italy or abroad • tailor-made on student potentialities and companies needs • a fast track to company placement
  • 27. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM MTM 4 internships Abroad Belle Tourism International – Shanghai, China (consultancy) Sandals Resorts – Bahamas e St. Lucia, Caribbean (sustainability) Visititaly – Los Angeles, USA (tour operating) Marriott Torreon – Torreon, Mexico (hospitality) Kuoni Destination Management – London, UK (destination management + tour operating) Italian Journeys – London, UK (tour operating) Intercontinental – Madrid, Spain (revenue management, hospitality) Eighthotels – Sidney, Australia (marketing, hospitality) Hilton La Defence – Paris, France (meeting industry sales)
  • 28. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM MTM 4 internships Italy Uvet Amex – Milan (retail) AIM Group – Milan (meeting industry) Town House Galleria Seven Stars – Milan (hospitality) Eden Viaggi – Pesaro (tour operating) Hilton Molino Stuky – Venice (meeting industry /hospitality) San Carloviaggi – Milan (tour operating) Hotel Principi di Piemonte – Turin (meeting industry /hospitality) Austria Turismo – Milan (destination management) Park Hyatt – Milan (hospitality) Carlson Wagonlit – Milan (business travel sales & marketing) Worldhotels – Milan (retail sales) AtaHotel Executive – Milan (meeting industry) Westin Palace – Milan (hospitality)
  • 29. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM MTM class Christmas lunch at University Closing party
  • 30. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM MTM 5 Sponsors Companies who offered scholarships and financial backing for MTM activities:
  • 31. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM The University 5 buildings plus the students’ residence www.iulm.it >ateneo>università IULM>sede di Milano
  • 32. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM The University www.iulm.it >ateneo>università IULM>sede di Milano
  • 33. Libera Università di Lingue e Comunicazione IULM Libera Università di Lingue e Comunicazione IULM Contacts Master in Tourism Management Università IULM Via Carlo Bo, 1 – 20143, Milano Italy Tel. 0039 02 89 141 2815 – Fax 0039 02 89 141 2814 E-mail: master.turismo@iulm.it Website: www.mtm.iulm.it