Bachelor Business Administration | Specialization Tourism & Event Management

Business Management Basics

Orientation and Basic Business Knowledge

Introduction and basic overview of general business administration ("ABWL"), general management and management theory.

Finance & Accounting

Principles of Accounting

Students acquire in-depth knowledge in areas such as bookkeeping, cost accounting, planning, control and coordination of evaluated business processes. The aim is to prepare them for the challenges of the modern business environment and to enable them to contribute to the company's success.

Financial Management

This course explores process planning and control in relation to financial resources. Participants also acquire knowledge of financial mathematical methods for investment decisions.

Marketing & Sales

Market & Customer in the Digital Age

Gain an insight into the basics and characteristics of marketing in a social context. Our speakers will provide you with input to understand trends such as digitalization or globalization and the resulting influences on target groups.

Consumer Behavior

This course of the bachelor program teaches psychological foundations, including depth psychological aspects, findings from cognitive psychology as well as information processing and semiotic theories. This broad range of concepts enables students to develop an in-depth understanding of consumer buying behavior and the impact of operational marketing strategies.

Strategic Marketing

As part of the bachelor's degree program, participants learn how to create marketing concepts and plans. Various aspects such as markets, sales channels, customer segmentation, positioning, target group management and the marketing mix are covered.

Corporate Communications

The course content covers fundamental aspects of public relations and public relations work, which are discussed using specific examples. The instruments of traditional PR and online public relations are covered. Students also learn how to design PR campaigns and subsequently measure their success. This enables them to develop effective communication strategies and influence a company's image in a targeted manner.

Sales & Psychology

Students are trained in the identification and acquisition of potential customers. They also learn about the choice of sales channels and the development and management of sales networks. Another focus is on the management of sales teams and the subsequent monitoring of sales success.

Context of Business Management Decisions and Actions

Economic and Business Management Understanding

The curriculum of the bachelor's degree program Tourism & Event Management includes the basics of economics, including an introduction to economic thinking and market economy contexts. In addition, participants take part in a business case simulation game, which includes a market simulation. This allows them to learn about different business models, gain practical experience and apply their theoretical knowledge in real economic scenarios.

Project & Process Management

This course of your bachelor's degree in Tourism & Event Management covers both project and process management. Participants acquire skills in project planning, structuring and control. At the same time, they analyze and document process flows.

General Management

The course takes a systematic look at strategic general management, including topics such as corporate identity, business organization and IT. Students gain a comprehensive understanding of the development and implementation of corporate strategies as well as the organization and integration of information technology to support business processes.

Human Resource Management & Corporate Organization

Key aspects of personnel, management and organization or leadership are dealt with here. This includes business and social science issues in the area of "people and organizations", as well as personnel management and employer branding. Participants acquire in-depth knowledge in order to develop effective management strategies and strengthen employee loyalty.

Business Law Framework

The curriculum of the WU Executive Academy's bachelor's program in Tourism & Event Management includes general legal principles as well as specific areas such as labor law, public procurement law, IT and data security. Participants gain a comprehensive understanding of the legal framework under which companies operate and learn how to implement this in their professional practice.

Interpersonal Management Skills & Future Topics

The bachelor's degree course specializing in "Tourism & Event Management" also teaches important soft skills such as team competence, negotiation training, diversity management and intercultural communication. In addition, current topics are discussed and analyzed with experts from the business world in order to offer participants a practical insight into relevant developments.

Marketing & Sales Specialization

Sectoral Marketing

The specialization of the bachelor's degree in Tourism & Event Management in this course relates to the interface between marketing and society as well as specific topics such as service marketing, international marketing, technology marketing and capital goods marketing.

Qualitative and Quantitative Research Methods

In this course of your bachelor studies, the entire process of market research is examined, both in marketing management and in consumer behavior. You will gain a sound overview of the methods used in market research.

Marketing & Sales Case Studies

As part of the bachelor's curriculum, participants are given the opportunity to describe and reflect on an independent professional project or professional topic. The content and methods learned in the various subjects of the curriculum should be applied.

Practical Case Study & Thesis

Practical Casework

At this point in their bachelor's degree in Tourism & Event Management, students have the opportunity to describe and reflect on their own practical project or professional topic. The content and methods from the subjects in the curriculum are used to develop practical solutions and examine the topic from different perspectives.

Bachelor Thesis

As part of the bachelor's degree program "Practice-oriented Business Administration", each student has to write a final thesis. A prerequisite for the assessment of the final thesis is the positive completion of the course "Scientific Work".

Corporate management in tourism

Financing & key figures in tourism

Contents and instruments of strategic and operational controlling, balance sheet figures, planning tools, important key figures and their correlations in business accounting, tourism-specific parameters for drawing up a budget, assessment of the liquidity situation of a tourism business, financial planning using the example of existing balance sheets, industry benchmarks and framework conditions for long-term and short-term financing, financing concept - business plan.

Example of existing balance sheets, industry benchmarks and framework conditions for long-term and short-term financing, financing concept business plan.

Marketing in tourism

Marketing strategies for tourism companies, locations and regions, finding strategic options, strategic models, positioning, differentiation and application of the marketing mix in the context of tourism business, basic concepts of market research, hypotheses, data collection techniques, research design, quality criteria, questionnaire development, presentation of results, service quality in tourism, challenges of the service society, service production,

Staging the ordering of services, special features of the marketing mix, marketing study.

Integrated communication & sales in tourism

Structure and basics of tourism supply policy (focal points, concepts for guest needs, quality of tourism services), supply innovations, pricing in the hotel industry, success factors in sales policy, strategic planning of sales partners, sales policy as part of marketing policy, public relations as an instrument of corporate communication as part of the marketing mix (promotion) with a focus on press relations and product PR, new media in tourism: Online marketing and electronic distribution in practice, portals, social media management, multichannel communication: from dialog marketing to cross media and multichannel marketing, interaction in communication, direct mailings, newsletter marketing, multichannel marketing, social media.

Focus on Tourism & Event Management

Fundamentals of tourism

Introduction, basics, development and economic importance of tourism, types of travel, forms of travel, travel motives, consumer and travel trends, phases of the vacation decision, national and international tourism organizations and their sponsors, strategic planning, definition of objectives and tasks of a national tourism organization (using the example of Österreich Werbung), challenges in tourism, operational organization, management models, personnel & management in the tourism context.

Specialization and special areas in tourism management

Facets, concepts, typologies and success factors of gastronomy, operational structure of hotel businesses, tasks of the management level, distribution channels in the hotel industry, entrepreneurial action in tourism businesses, tourism value chain in the end customer sector (leisure travel), cooperation and connections between the individual service providers, current developments within tourism based on practical examples (incoming tourism - modes of transport - outgoing tourism), key figures and turnover analysis of gastronomy and the hotel industry. Destination management: background to the development, difference to earlier forms of tourism cooperation, objectives and tasks. Different models of destination organization, core topics of destination management, regional service systems, brand, destination marketing, product development, quality assurance.

Event management & event marketing

National and international event market, definition of event management vs. event marketing, from the idea to realization, planning steps, budget planning and event financing, event management, communication measures, evaluation and effectiveness, job profiles in the event sector, events as an economic factor, green events, importance of event marketing in the communication policy of companies, preparation, execution and follow-up of events, definition, typologies and implementation of event marketing strategies, event conception, project, budget and resource planning, process planning, event coordination, follow-up, result control.

Specialization and special areas in event management & event marketing

Event design and event technology, strategy & conceptualization, types of events, dramaturgy, toolbox, agency implementation, event planning case study.

Legal basis

Tourism law & legal foundations in tourism

Private law, consumer protection law and special contract law, trade law, labor law and other legal regulations associated with the exercise of tourism professions.

Special legal topics in marketing & event management

Copyright law, trademark law, internet law, design law, event law, risk management & event safety.

Interpersonal Management Skills & Future Topics

Team competence, work and self-management, presentation and moderation techniques, sales training and personal selling, expert forum on current topics.

Advanced seminar - project work

Small working groups work on practical tasks in the tourism context or in the field of event management and marketing.