Master in Tourism Management_presentation

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


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


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


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

Libera Università di Lingue eeComunicazione IULM
Libera Università di Lingue 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)


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


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


Teaching Methods


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


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)


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


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


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


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



A day at Milan Marriott Hotel to analyze the specifics of managing a meeting and
convention area



A half day at Hotel Concorde – Antares Hotel to understand the management
procedures of a single unit hotel



A half day at Amadeus Marketing Italia to understand how a GDS works


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



“Innovative skills in Tourism Management: CISET – Cà Foscari, IULM and Tsm face to face with
companies – BIT – International Tourism Exhibition”
BIT 2009 – February 21st



“Face to face: Travel Agencies: trends and performances” March 10th 2009

Roberto Gentile
CEO
Frigerio Viaggi

Michel De Blust
General Secretary ECTAA



“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


Focus on…


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


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)


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


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


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)


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)


MTM class

Christmas lunch

at University

Closing party



MTM 5 Sponsors

Companies who offered scholarships and financial backing for MTM activities:



The University

5 buildings plus the students’ residence

www.iulm.it >ateneo>università IULM>sede di Milano



The University

www.iulm.it >ateneo>università IULM>sede di Milano



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

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