Management Studies II

Course contents

General course content:

Learning Unit I & II: Customer Orientation & Customer Satisfaction (Stefanie Haselwanter)
- Customer orientation in tourism
- Emergence of customer satisfaction and influencing factors
- Models to explain customer satisfaction (C/D paradigm, Kano model)
- Customer loyalty from the supplier's point of view & customer loyalty instruments
- Customer loyalty from demand perspective & true customer loyalty
- Dealing with negative/positive reaction to customer (dis-)satisfaction

Learning Unit III: Introduction to Strategic Management (Stefanie Haselwanter)
- Basics & history of strategic management
- From planning to strategic management
- Definition approaches strategy (prescriptive & normative approach)
- Tasks & key issues of strategic management

Unit IV & V: Strategic Management & Strategy Tools (Stefanie Haselwanter)
- areas of strategy under observation
- Market-oriented and resource-oriented strategy development approaches
- Strategy tools: Industry structure analysis, product life cycle, experience curve, portfolio management, SWOT

Unit VI & VII: Selected concepts of strategic management (Hubert Siller)
- Generic strategies according to Porter
- Blue Ocean Strategy
- The concept of control variables according to Gälweiler

Department

Bachelor's program Entrepreneurship, Tourism & Leisure Business