MBA in Luxury Tourism Enterprises in Mallorca

ESERP Business School

Program Description

MBA in Luxury Tourism Enterprises in Mallorca

ESERP Business School

If you are interested in working in the tourism sector, but require some specialised training, the MBA in Luxury Tourism Enterprises in Mallorca is a great option. The truth is, luxury goods and services are beginning to be an important component of a sector that creates millions of euros and thousands of jobs around the world.

The ESERP study plan is divided into several areas: quality control and innovation, economic and financial management, international marketing… Here you will learn to analyse the market, nationally and internationally, as well as the different types of tourism, from cruise lines to golf. You will also be prepared to carry out strategies for luxury products and services, and position them in the market.

Considering that it is an sector that is growing rapidly, the opportunities for employment are very diverse. Some of these options include organising luxury trips and events for agencies or businesses working in this field. There will also be positions open to you in different divisions of these companies, especially those that concern marketing. You will also specialise on customer service in the sector.

Request free information about the MBA in Luxury Tourism Enterprises in Mallorca, without any further commitment. Graduates will also receive a degree issued by UVIC-UCC.

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Objectives

  • High-level capacity for organisation and management.
  • The ability to adapt to technological change and innovation.
  • The ability to provide strategic and operational plans for Senior Management.
  • Critical analysis and capacity for abstract thinking.
  • Efficiency in identifying, analysing, and solving problems.
  • An open-minded approach to the socio-economic and cultural landscape.

This also includes a high level of cultural enrichment, personally as well as professionally, during the course of daily activities, that translates the cost of education into productivity for businesses and organisations.

Methodology

Case-Study: Case studies are used to study the functional areas of a business, most of which deal with real problems that can occur in any company.

PMO: Management and support tools to transform a project into reality, with a global and dynamic vision of the environment that includes its strengths and weaknesses.

Inspireo Workshop/LEGO methodology: Improved entrepreneurship training by unleashing the potential of individuals in a creative and participatory work environment. Implemented through INSPIREO WORKSHOP.

Balanced Scorecard (design of business management strategies): Management model based on goals whose achievement is measured using business indicators.

Team Building: Students are divided into small working groups. Group work is a fundamental part of training future professionals to take on positions of responsibility.

Study Plan

Tourism Management

Analysis of the national and international tourism sectors. New models.

  • Analysis of trends in the national and international tourism sectors. Business models.
  • The latest developments in distribution channels, products, communications, and strategic planning.
  • The National Integrated Tourism Plan 2012-2016 (PNIT).
  • Tourism policy and analysis in crisis situations.
  • Diversification of offer for the accommodations and hotel industry.
  • The role of leadership, ethical management, and corporate social responsibility.

Luxury Tourism: Emerging products and destinations.

  • Tourist resorts. Boutique hotels.
  • Golf, health, and beauty: the popularisation of luxury Boutique hotels.
  • Golf tourism for businesses and individuals.
  • Cruise ships: increasingly-large cities.
  • Convention tourism.

Tour Operators

  • What is a tourist package?
  • Models of distribution.
  • Tour operators: wholesale companies, with multi-national capital.
  • Types of Tour Operators (national, foreign…).
  • Structure of a Tour Operator.
  • The large numbers of Tour Operators.
  • The future of tour operation.

Hospital industry management

  • Restaurant operation, departmental organisation, staff and main functions.
  • Management of food, beverages, wine.
  • Trends and new concepts.
  • Finances with Food and Drink: Operating account, Yield, Budgeting, and Forecasting.
  • Events and Banquets: Communication and internal operation.

Accounting Management and Management Oversight for the sector

  • Financial operations: economic-financial representation of the business, financial ratios and responsibilities.
  • Financial diagnostics: evaluation of a business and profit decay.
  • Management of operating capital: management of liquidity, management of stock credit, suppliers and creditors.
  • Analysis of the income statement and contribution of each line of business.
  • Financial predictions on the balance sheet and income statement.
  • Loss analysis and its involvement in business management.
  • Loss-reduction systems for lines of business.
  • Determining budgets.
  • Financing decisions: capital costs and structure of financial.
  • Residual profit or economic added value (EVA).
  • Investment analysis: VAN and TIR.
  • The concept of Free Cash Flow.

Cost analysis by production centre

  • The scarcity of labour resources and costs willing to be paid.
  • Long-term impact of fixed costs and variables on the income statement.
  • Long-term viability of a business according to its cost policy.
  • Methods of Business Valuation: accounting, according to goodwill, discount of dividends, multiples, cash flow discount.
  • Yield Strategies and Revenue Management Forecasting and predicting demand.
  • Maximum possible occupation for maximum possible fee.
  • Revenue Management for the management of accommodations, salons, spas, or food and beverages.
  • Time, a key component of Revenue Management.

Client marketing for luxury businesses. Finding clients and customer loyalty

  • Marketing strategies in the general company strategy.
  • Analysis of Market Positioning.
  • Types of Marketing.The marketing mix.
  • Segmentation: shared characteristics of each group of clients.
  • Analysis of consumer behaviour in the luxury sector.
  • Relationship Marketing Customer loyalty policies.
  • The use of CRM and database analysis.

New technologies for digital marketing

  • The concept of Digital Marketing.
  • The position of the Social Media Manager.
  • Key elements for optimising a company website.
  • On-line promotion: email marketing, digital advertising, affiliate marketing.
  • Mobile marketing as a new way to be in contact with the client.
  • Search Engines: SEO and SEM.
  • Social networks in the luxury brand sector.
  • Errors committed by large companies in the use of social networks.
  • On-line sale of products and services.
  • Reputation.

Luxury Branding and strategic positioning in the sector of high-quality products and services

  • Brand strategy in the luxury goods and services sector.
  • Brand value and brand architecture portfolio.
  • Valuation of the Luxury Goods and Services Market.
  • Positioning of a product or service in the luxury sector. Levels of positioning.
  • Defining competitive strategies.
  • Determining the most attractive attributes.
  • New opportunities in the luxury service sector.

Communications, public relations, and events in the tourism sector

  • The importance of Communications and Public Relations strategies in the luxury sector.
  • Models of strategic communications for luxury products.
  • The successful organisation of a tourism event.
  • Protocol techniques. Their importance in the tourist sector.
  • Phases of work and the organisation this type of event requires.
  • Analysis of the criteria for profitability for events like. Fairs and Conventions.

Management of innovation in the tourism sector

  • What defines creativity and innovation in the tourism sector?
  • Strategic management of technological innovation.
  • Characteristics of a innovative project. Project and team management.
  • Development of the phases for implementation of a system for management of innovation.
  • Measuring innovation: objectives and indicators.

Guest experience management

  • Customer satisfaction: quality and control.
  • Medición: encuestas externas, reputación on-line, Mystery Guest.
  • Standardisation. The importance of a consistent product Service and image.
  • VIP Clients.
  • What do we mean by “Guest Experience?”
  • Sensory architecture: the five senses and memory.
  • Service Culture: the essence of a Brand.

Marketing

Marketing & business. Marketing and industrial and service-industry companies.

  • Business, typology and environment.
  • New needs, new globalised marketing.
  • Marketing department: structure and team.
  • Message, brand, communications, and positions.
  • Excellence in products and services.
  • Formal product, expanded product, and commodities.
  • New variables in marketing and industrial and service-industry companies.

Research and Marketing Science: Market research and neuromarketing.

  • Identifying trends and opportunities.
  • Marketing Information System. Finding and utilising information.
  • Geo-localisation and client traceability.
  • Market research according to Budget.
  • Market research reports.
  • Consumer behaviour and psychology.
  • Advanced client management.

Branding. Crisis management and risks to reputation.

  • Brands as intangible assets. Added value.
  • Brand and brand image: meaning and differentiation.
  • Corporate and product brands.
  • Brand valuation: marketing, legal, and economic value.
  • Building and maintaining a Brand.
  • Latest trends in brand management 3.0, social networks.
  • Definition of crisis at the global level. Types and characteristics. Risks.
  • Crisis prevention. Manual.
  • Analysis, action, monitoring, evaluation.
  • Action for different audiences.
  • Dealing with on-line crisis situations.

Module: Strategic and operational marketing plan.

  • From strategic marketing to the operational marketing plan and the sales plan.
  • The marketing plan: a tool and a sales management style. Situational diagnosis.
  • Internal, external, and skills-based analysis.
  • Operational marketing: the value offer in business.
  • Range and typology of products/services: product portfolio.

Module: Digital Marketing and E-Commerce.

  • Communications in the field of commercialisation. Techniques for achieving objectives.
  • Advertising and its functions. Messages and creativity Media Planning.
  • Patronage and sponsorship. Management and Budget.
  • Web 3.0. Optimisation.
  • Search Engines: SEO and SEM.
  • On-line promotion.
  • Social Media. Analysis and Metrics for social networks. Reputation.
  • Introduction to e-commerce. Business to Consumer.
  • Strategic planning for e-commerce.
  • Analytics and performance metrics for advertising campaigns and business websites.
  • Understanding the main. Negotiation Models: CPC, CPM, CPA…
  • Mixed advertising media: search engines, display, affiliation.

Supply Chain Management in Marketing.

  • The new profession of the buyer and the. Added Value chain.
  • Management of orders and contracts. Quality and the “ABC” and learning curves.
  • Increasing productivity, client satisfaction, sustainability.
  • Reducing costs.
  • Optimisation: Lean Manufacturing – Lean Management.
  • Supply Chain.

Module: Sales budget Pricing policy Profit and contribution margin.

  • Setting sales objectives according to the expected demand for a product or service.
  • Predictive models. Big Data Applications for Market Forecasting.
  • Sales predictions, global budget and income statements. Keys to budgeting.
  • Analysis of deviations in sales predictions.
  • Oversight systems for management, motivation, and sales coordination.
  • The function of price in Marketing strategy and in the market.
  • Price as an influence on consumption. Determining pricing.
  • Procedure for practical pricing.

The legal framework for marketing.

  • Types and strategies for brand management. Applicable legislation.
  • Brand protection: duration and field, renewal, optimisation and defence of a Brand.
  • Patents: law and legal requirements in Spain, EU, and internationally. Infringement and Security.
  • Intellectual property: legislation, types, defence and infringement. New technology.
  • Data ownership: legislation, defence of private data, infringement.

Positioning and strategy for products and brands: globalisation and decision-making.

  • Differentiation of a product or service.
  • Market segmentation: organisation, techniques, and life-style typology.
  • Competitive strategies through positioning.
  • Data formats for working with segmentation. Analytical software and on-line research.
  • Descriptive, factorial, component, cluster, conjoint, and MISS model analysis.
  • Samples and types of sample errors.
  • Marketing mix según estrategia de segmentación, posicionamiento y mapping.

Marketing global. New markets and aid for exportation.

  • Globalisation of the market Internationalisation of marketing in the global economy.
  • Free trade areas. Common markets. Customs unions.
  • Assessment of international environments and country risk.
  • Social, economic, and geo-political perspectives.
  • New markets: identification, research and development.
  • The internationalisation process for business.
  • Definition of the good or service provided in international markets.
  • Products for import or export, volumes and prices.
  • Organisations that assists SMEs in the internationalisation process.
  • Internationalisation of purchasing and production.

Management of the commercial Sales network. Negotiation and Key Account Management.

  • Types of sales department.
  • The Sales Plan. Oversight and supervision of sales team performance.
  • Duties of the sales team. Training, motivation, and compensation.
  • Sales force “TaskForce” and Sales Outsourcing .
  • The globalisation of sales channels. Direct own sales forcé.
  • Total Outsourcing vs. Outsourcing of specific processes. The effectiveness of both methods.
  • The sales meeting and setting objectives. SPIN Methodology.
  • The interview, often a critical point in the sales process.
  • Large Accounts or Special Clients. Their management and importance.
  • The function of the Key Account Manager.

(*)The content of the programme, schedule, or materials may be altered due to changes in academic planning.

(*)The order of the modules is for purposes of orientation in regards to the scheduling of the Master’s programme.

Career Opportunities

The programme will give you the ability to develop your professional activities in different areas, such as:

  • General Management.
  • Strategic Planning.
  • Accounting Management and Management Oversight.
  • Business Consulting.
  • Management of Purchasing and Supply.
  • Administrative-Financial Management.
  • Product, Sales and Brand Manager.
  • Innovation, Research and Development.
  • Operations, Quality Control, and Production Management.
  • Project Management.
  • Human Resources and Labour Relations.
  • Social Responsibility and Business Ethics.
This school offers programs in:
  • Spanish


Last updated September 10, 2017
Duration & Price
This course is Campus based
Start Date
Start date
Oct. 2017
Duration
Duration
1 year
Full time
Price
Price
11,920 EUR
Information
Deadline
Locations
Spain - Palma de Mallorca
Start date: Oct. 2017
Application deadline Request Info
End date Request Info
Dates
Oct. 2017
Spain - Palma de Mallorca
Application deadline Request Info
End date Request Info