Short Facts
  • Time model & language: Full-time | German and English
  • Duration of study: 4 semesters | 120 ECTS
  • Majors in
    Strategic Management & Tourism
    Marketing Management & Tourism
  • Prerequisites: Bachelor or equivalent degree in relevant studies or studies comprising a certain level of relevant ECTS points
  • Academic Degree: Master of Arts in Business | MA or M.A.
  • Next starting date: Fall 2018
  • Application: ongoing

Before studying

As a commencing student you may have many questions: What does the desired course of studies teach me? How do I apply? What are the requirements for admission to studying at MCI, and what is the application deadline? What are my career options after graduation? Below you will find all the answers and information you may need.

Overview

Students doing group work

Regular study tours to nationally and internationally renowned companies offer a unique glimpse behind the scenes of the leisure and tourism industry.

The Entrepreneurship & Tourism Master’s degree offered by MCI aims to contribute to the professionalization of entrepreneurship in the leisure and tourism industry. The program incorporates current challenges faced by the industry to enable students to recognize and make use of the resulting opportunities for enterprises. It furthermore aims to create a general awareness of trends and current developments in international tourism. Two of the central processes currently affecting the industry are digitization and constantly changing consumer behavior.

The program provides students with well-founded theoretical knowledge as well as practical expertise. The encouragement of entrepreneurial thinking and action is considered a top priority throughout the course. This includes leadership skills, innovation skills, and intercultural competencies as required by the leisure and tourism industry. The students thus develop a holistic understanding of this dynamic sector. Together with international experts, they will reflect on questions of the national and international competitive power of companies and destinations. The interdisciplinary nature and practical orientation of the course ensures that the graduates are able to discuss relevant issues in reference to current developments.

The diversity of tourism and its overlaps with related subjects becomes particularly evident in the two focus areas which students are allowed to specialize in, according to their interests.

The Entrepreneurship & Tourism Master program targets graduates of relevant Bachelor’s degree courses as well as today’s and tomorrow’s executives intending to make an active contribution to the industry. The practical relevance and diversity of their education provides them with excellent career prospects.

 

Contact
Hubert J. Siller
Prof. Mag. Hubert J. Siller Head of Department & Studies +43 512 2070 - 3300

If you have any questions concerning the study program, please contact us at: This email address is being protected from spambots. You need JavaScript enabled to view it., Tel:+43 512 2070-3300


Consultancy situation between MCI staff and future student

Admission

Applications for admission are accepted on a rolling basis. The required documents are to be submitted online. Applicants are welcome to apply for multiple programs of study, as long as a plausible rationale is given. The final decision may be taken by the end of the application procedures.

 

Application deadline

Entrance exam
& Interview

Date 1 27, November 2017* 13 - 14, December 2017
Date 2 5, February 2018 1 - 2, March 2018
Date 3 2, April 2018 26 - 27, April 2018
Date 4 4, June 2018 28 - 29, June 2018

 

*recommended for applications from non-EU countries

To be admitted to the Master program applicants require a Bachelor degree diploma. This would especially refer to Bachelor degrees in business scienes with a focus on the tourism- and leisure industries.

Graduates with a degree in economics require a minimum of 45 ECTS credits in the area of economics, and ideally, they would have a minimum of a one-year work experiences in the area tourism & leisure.

Information for graduates whose previous degree is based to a significant extent on formally acknowledged recognition of prior learning:
In this case it may be possible that the legal and/or degree specific admission requirements are not or only partly fulfilled. Please consider the relevant legal regulations for this instance (§ 4 Abs 4 iVm § 12 FHStG). We will gladly provide further information and consultation via email or phone (This email address is being protected from spambots. You need JavaScript enabled to view it.; Ext. 1621).

Recognition of previous qualifications in the master program:
Applications for recognition of examinations or credits obtained through other study programs or previous scientific experience must be submitted to the Program Director. A decision will only be taken in cases where the application for admission has met with a positive decision. Recognition of credits or previous experience is only granted for individual classes in the program.

Career background - 30%
Par ticular attention is paid to education and cer tificates, general professional development and position (duties, responsibilities
etc.) as well as academic and professional goals.

Written entrance exam - 30%
The written entrance exam tests the applicant’s knowledge in general business and management contexts, in particulars of the tourism and leisure industries and in their English language skills.

Interview - 40%
The interview is conducted by a commission and gives applicant s the oppor tunit y to present themselves personally, to expand on information provided in the application materials and to explain their academic and professional goals.

Student selecting a book from a row in the library

While studying

MCI study programs stand out due to the quality of their content, relevance to the business world, and their international orientation. The close cooperation with partners from  industry and integrative internships enable students to gain practical experience as early as in their Bachelor’s studies. In addition to providing expert knowledge, MCI places great importance on encouraging personal development and the development of social and intercultural competencies.

Major Strategic Management & Tourism

The Strategic Management & Tourism focus deals with family-owned businesses and the challenges they pose to strategic management. The aim of this course is to produce entrepreneurs qualified to take over executive positions in tourism service companies. Therefore, the curriculum places a strong emphasis on leadership, destination management, tourism marketing, and international tourism.

Facts

Time model & language
Full-time | German and English
Academic year
Winter semester: September – December
Summer semester: March – beginning of June
Structure
1. – 3. semester: Core curriculum
3rd semester: International semester (optionally abroad)
4th semester: Selected topics, Master thesis and final exams
Tuition fees
For students from EU & EEA countries: EUR 363 / semester plus membership fee to the Austrian Student Union (ÖH). Details & information for students from third countries can be found at admission.

Module overview

Subject%
Entrepreneurship 16%
Leadership 10%
Law 8%
Family Business Management 10%
Tourism Marketing & digitalization 12%
International Tourism 15%
Destination Management 10%
Development & Innovation 11%
Academic Research & Studies 8%

Curriculum

  1 2 3 4
Introduction to Entrepreneurship & Tourism 1 | 1      
Entrepreneurship 2 | 3      
Finance & Controlling 2 | 2 2 | 3    
Business Plan & Startup   2 | 2    
Entrepreneurship Case Studies     2 | 3  
Strategic Pricing & Yield Management     1 | 2  


Semester Credit Units| ECTS-Credits

  1 2 3 4
Leadership        
Leadership Skills 2 | 3      
Cross-Cultural Competencies & Ethics   2 | 2 1 | 2  
Communication & Sales Training      2 | 3  


Semester Credit Units| ECTS-Credits

  1 2 3 4
Entrepreneurship & Law 2 | 2 2 | 2    
Business Creation and -Transfer   2 | 3    


Semester Credit Units| ECTS-Credits

  1 2 3 4
Family Business Management 2 | 3 1 | 2    
FBM/Entrepreneurship Case Studies 1 | 1 2 | 2    
FBM / Entrepreneurship Forum       1 | 1


Semester Credit Units| ECTS-Credits

  1 2 3 4
Tourism Marketing  2 | 2      
Consumer Behaviour   2 | 2    
Digital Marketing 1 | 2      
Digital Sales & Distribution   2 | 2    
eTourism Business Models     2 | 3  


Semester Credit Units| ECTS-Credits

  1 2 3 4
International Tourism Markets 1 | 2      
International Tourism     2 | 3  
International Marketing      2 | 3  
Global Economics      2 | 3  
Sustainability & Tourism     2 | 3  
Emerging Tourism Markets     2 | 3  


Semester Credit Units| ECTS-Credits

  1 2 3 4
Tourism Policy & Structural Development  2 | 3      
Destination Management  2 | 3      
Destination Management Case Studies    1 | 2    
Sustainable Destination Development        2 | 2


Semester Credit Units| ECTS-Credits

  1 2 3 4
Product Development & Innovation   2 | 2    
Service Design   2 | 2    
Architecture & Tourism     2 | 2  
Sports Tourism       2 | 2


Semester Credit Units| ECTS-Credits

  1 2 3 4
Empirical Social Research 2 | 3      
Academic Research & Studies   1 | 1    
Applied Market Research   2 | 3    
Master Thesis Seminar       1 | 1
Master Thesis       24


Semester Credit Units| ECTS-Credits

  • Leisure-, Sports- and Recreational Facilities
  • Destination Management Organisations
  • The Hospitality Industry
  • Tourism Consulting
  • Event Management
  • Tour Operators and Travel Agencies
  • Lift Operation

Major Marketing Management & Tourism

The Marketing Management & Tourism course focuses on the new world of market management, as increasingly determined by social media, and its consequences for companies and destinations. Current problems, and modern approaches, to tourism marketing are analyzed with regard to digitization, brand management, and consumer behavior. The prime aim of this module, however, is to provide management and marketing expertise in the tourism sector.

Facts

Time model & language
Full-time | German and English
Academic year
Winter semester: September – December
Summer semester: March – beginning of July
Structure
1. – 3. semester: Core curriculum
3rd semester: International semester (optionally abroad)
4th semester: Specialization, Master thesis and final exams
Tuition fees
For students from EU & EEA countries: EUR 363 / semester plus membership fee to the Austrian Student Union (ÖH). Details & information for students from third countries can be found at admission.

Module overview

Subject%
Entrepreneurship 17%
Leadership 10%
Tourism Marketing 17%
Digital Marketing 14%
International Tourism 15%
Destination Management 10%
Development & Innovation 8%
Academic Research & Studies 8%

Curriculum

 1234
Introduction to Entrepreneurship & Tourism 1 | 1      
Entrepreneurship 2 | 3      
Finance & Controlling 2 | 3      
Fundamentals of Law   2 | 2    
Business Plan & Startup   2 | 2    
Entrepreneurship Case Studies     2 | 3  
Strategic Pricing & Yield Management     1 | 2  


Semester Credit Units| ECTS-Credits

 1234
Leadership  2 | 3      
Leadership Skills   2 | 2     
Cross-Cultural Competencies & Ethics     1 | 2   
Communication & Sales Training     2 | 3  


Semester Credit Units| ECTS-Credits

 1234
Tourism Marketing Management 2 | 3      
Marketing Management Case Studies 2 | 3 1 | 2    
Consumer Behavior   2 | 3    
Brand Management & Communication   2 | 3    
Services Marketing Case Studies       2 | 2
Entrepreneurship Forum       1 | 1


Semester Credit Units| ECTS-Credits

 1234
Digital Marketing 2 | 3      
Digital Sales & Distribution   2 | 2    
Content Management & Marketing   2 | 2    
eTourism Business Models     2 | 3  
Digital Trends in Tourism       2 | 2


Semester Credit Units| ECTS-Credits

 1234
International Tourism Markets  1 | 2      
International Tourism     2 | 3  
International Marketing     2 | 3  
Global Economics     2 | 3  
Sustainability & Tourism     2 | 3  
Emerging Tourism Markets     2 | 3  


Semester Credit Units| ECTS-Credits

 1234
International Tourism Policy 2 | 3      
Destination Management 2 | 3      
Destination Marketing    2 | 2    
Destination Management Case Studies   1 | 2    


Semester Credit Units| ECTS-Credits

 1234
Product Development & Innovation   2 | 2    
Service Design   2 | 2    
Architecture & Tourism     2 | 2  


Semester Credit Units| ECTS-Credits

 1234
Empirical Social Research 2 | 3      
Academic Research & Studies   1 | 1    
Applied Market Research   2 | 3    
Master Thesis Seminar       1 | 1
Master Thesis       0 | 24


Semester Credit Units| ECTS-Credits

  • Leisure-, sports- and recreational facilities
  • Destination management organizations
  • The hospitality industry
  • Tourism consulting businesses
  • Event management
  • Tour operators & Travel agencies
  • Lift operation

Learning Goals

In order to ensure the transfer of learning and to enable students to develop relevant competencies, MCI has defined clear cross-curricular learning goals. These describe, in detail, the knowledge and skills acquired by our graduates on completion of their studies at MCI.

Our graduates are effective communicators in their field of work.

Our students can discuss problems, ideas, and solutions with specialists and non-specialists.

Our graduates are competent in applying scientific methods to solve practical problems.

Our students can apply relevant theories and appropriate scientific methods in their field of work.

Our students can act according to ethical principles when doing scientific work.

Learning Goals Entrepreneurship & Tourism

Our graduates will know relevant concepts of management and entrepreneurship and are in the position to use them and to put them into practice.

Our students understand the nature of the entrepreneurial process and new venture creation, in particular in the area of tourism.

Our students are able to apply strategic management and marketing knowledge in the context of destinations and the broader tourism industry.

Studying abroad

One of the most essential components of MCI study programs is their international orientation. Both faculty and curriculum, as well as the project assignments, reflect the international focus of MCI. The third semester is officially termed international semester, as it may be completed at one of MCI’s many partner institutions or in the form of English-language classes at MCI in Innsbruck. This not only aids the students’ personal development, but also strengthens their awareness of foreign markets.

International Study Programme (Study tour)

Students in the Master’s degree program in Entrepreneurship & Tourism benefit from a highly innovative and practical knowledge transfer facilitated by the organization of international study tours. By visiting select tourist destinations, e.g. Dubai and Abu Dhabi in the Emirates, Kerala in India, Hong Kong and Macao in China, Vancouver and Whistler in Canada, or Las Vegas and Hawaii in America, students attain a glimpse behind the scenes, acquainted with successful concepts of tourism, and given a chance to attend guest lectures at our partner institutions. In line with the motto “We make the world our classroom”, here bridges are built between theory and practice as well as between alpine and international tourism.

Josef Margreiter, CEO Tirol Advertising

Tyrol belongs to the most successful tourist regions in the world. The innovative Master’s degree in Tourism Business Studies at MCI underpins our position.

Josef Margreiter, CEO Tirol Advertising

Dr. Dirk Glaeßer, member of the World Tourism Organization UNWTO, Madrid

“What fascinates me most about this innovative Master’s degree is how it perfectly combines theory and practice.”

Dr. Dirk Glaeßer, member of the World Tourism Organization UNWTO, Madrid

Dr. Franz Tschiderer, chairman of the Serfaus-Fiss-Ladis Tourism Association

“MCI tourism graduates are in high demand in the tourism industry. Research in the field of tourism carried out by MCI provides valuable and practically relevant insights for both businesses and destinations.”

Dr. Franz Tschiderer, chairman of the Serfaus-Fiss-Ladis Tourism Association

Dr. Petra Stolba, CEO of the Austrian National Tourist Office ANTO

“On many occasions, we were able to experience MCI students as very competent and committed experts. They are a testimony to the excellent education provided by MCI. The institution has been a valuable and reliable partner in this field for many years. It is, in fact, one of the main supporters and promoters of Austria as a competitive tourist destination.”

Dr. Petra Stolba, CEO of the Austrian National Tourist Office ANTO

Research & Development

At the Entrepreneurial School®, providing a consistent link between science and practice has top priority. Therefore, we provide our students plenty of opportunity to put their newly acquired knowledge to practice, even during their studies. The collaboration with companies and organizations of different sizes and sectors forms one of the cornerstones of the MCI concept. Such cooperative work does not only benefit our students, but also, ­to a large extent our partners.

Based on the three research levels enterprise, destination, and region, a number of areas of research representing cross-cutting fields of interest can be defined, which constitute the research focus at MCI Tourism.

The exploration of the research areas identified in the illustration, namely business management/leadership, entrepreneurship/innovation, finance management, personnel management, service marketing, resource management, economics & policy-making, in the context of enterprises, destinations and regions shall ultimately contribute to enhancing the competitiveness of alpine tourism.

ENTERPRISES

The tourism businesses are the backbone of the tourism industry in Tyrol, and are therefore the main focus of R&D at MCI Tourism. Ultimately, from a supply point of view the quality achieved by the individual service providers is decisive for the competitiveness and success of a destination.

DESTINATIONS

Tourism businesses are typically part of a touristic value chain and are therefore service partners within the framework of a destination.

3. REGIONS

Ultimately, from a demand point of view the quality of tourism regions is decisive for the competitiveness and success of a country’s tourism industry.

ENTERPRISES

The tourism businesses are the backbone of the tourism industry in Tyrol, and are therefore the main focus of R&D at MCI Tourism. Ultimately, from a supply point of view the quality achieved by the individual service providers is decisive for the competitiveness and success of a destination.

After studying

Graduates of the program are conferred the academic title of Master of Arts in Business, in short MA or M.A. This is attested by a leaving certificate, the Master diploma, the international diploma supplement, and further documents where relevant. We recommend graduates to combine the academic degree with the MCI brand: e.g. MA (MCI). This is to provide trust and orientation in an increasingly non-transparent international education market.

Success Stories

MCI Alumni & Friends provides a dynamic service platform promoting contacts, image, professional careers, and personal development of MCI and its graduates. We are delighted with all the graduates who choose to stay in touch even long after completion of their studies, and allowing us to be a part of their various careers:

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