Upon completion of their professional graduate studies, students acquire the professional title of master of economics (mag. oec.), which qualifies them to perform complex tasks in the field of tourism.
Studij se izvodi samo za već upisane studente i nema novih upisa u akademskoj godini 2023./2024. Ako te zanima diplomski studij na Bernaysu pogledaj kolegije na našem novom studiju Leadership and Management!
Studying the experience economy at Bernays
The experience economy dominates the philosophy of contemporary tourism: it permeates the way we approach tourism and how we consume it. Companies are focusing on creating unique user experiences to differentiate themselves from the competition because people are no longer satisfied with simply purchasing a product; they want to purchase an experience. Consumers are looking for companies that can provide them with a pleasant and memorable experience.
The desire to collect “stories” underpins many consumer choices: new experiences are sought to build memories, identities and social capital inventory. Therefore, consumers can be seen as experience seekers. In this concept, sharing and a good story are worth more than any material value. From beautifully presented restaurant meals to music concerts, it often seems that sharing every moment with friends and companions surpasses living in the moment itself. Additionally, increasing access to those items that were once considered luxuries has encouraged many to focus more on the pursuit of experiences – either in addition to, or instead of, more material forms of consumption.
About the study programme
The Experience Management in Tourism graduate study programme is designed to include and involve students in an individual way and to introduce them to the latest techniques and skills, where creativity based on culture is an extremely strong feature because it generates one's emotions, values and visions.
The purpose and goal of the graduate study programme follows the path of the development of tourism directed by a scientific basis, which is a symbiosis of anthropology, sociology, psychology, political science, economics, marketing and ecology towards the creation of new policies and new practices of sustainable tourism development in Croatia.
Since the experience economy is a new marketing paradigm that focuses on providing high value experiences for the consumer and high profit for the creator of that same experiences, the focus in this programme is placed precisely on experience creation and management.
The basic knowledge and skills that the students will acquire through the proposed study programme are related to intercultural communication and TEM (Total Experience Management), that is, to the creation of unique experiences and the professional management of these experiences and the experiences arising from them.
The graduate study programme is conducted over four semesters and is designed to follow a hedonistic component that includes the experiential, emotional and aesthetic aspects of the product/service, but also a utilitarian component that includes the functional attributes and physical characteristics of the same product/service.
Structure
Through the study programme and specially designed exercises, you will master the importance of communication for creating experiences for better positioning on the tourism market. At the same time, you will be trained in the economic, ecological and social analysis of tourism as part of the effort to make Croatia one of the most attractive destinations for Mediterranean tourism, while taking into account the consequences of this process on society at the local, regional and national level.
During the studies, special attention is paid to the socio-cultural factors of tourism. Through the curriculum, an attempt is made to influence the existing situation, which is why the topics of the course are directed towards tourism processes that are characterized as meeting and mutual cultural communication of persons of different socio-cultural and socioeconomic affiliations and the effects of such communication in the creation and development of tourist products.
The topic of the graduate study programme is in accordance with the academic foundations that show that a tourist destination is an endogenous local system or tourist entrepreneurial district, but also a specific tourist product that is a substrate of economic, natural, social and cultural elements.
1st year
1st semester
6 obligatory courses
30 ECTS
2nd semester
4 obligatory courses
Elective Course 1
Elective Course 2
Elective Course 3
30 ECTS
2nd year
3rd semester
7 compulsory courses
30 ECTS
4th semester
1 compulsory course
Professional placements
Master’s Thesis
30 ECTS
GENERAL COMPETENCES
During their studies, students acquire the necessary competences to make the tourist destination and other actors in the culture, tourism and entertainment industry different and more desirable on the tourism and cultural scene. The study model with its courses and placements follows this process of creating experiences through four basic levels: producer, production, offer (product) and result (experience).
Particular emphasis in the graduate study programme is placed on creative tourism, entrepreneurship and the connection of tourism with creative industries in Croatia, taking into account the fact that changes in the economic systems of Croatia lead to the accelerated development of small and medium-sized entrepreneurship and family entrepreneurship in the tourism offer, and especially in the tourist destination itself.
As part of the curriculum, specially designed have been courses in creative tourism and experience management and tourist flows, which, through field exercises, as well as a whole set of elective courses, to enable students to select courses best-suited to their interests and preferences.
Upon successful completion of the study programme, the student, as an experience manager, can assign roles to their team, help them get into the “character role” and especially to help them in the rehearsal before they go out to the destination as their “stage”.
In tourism, the traveller/tourist goes through several phases, from planning to staying in the destination (customer/visitor journey and digital journey). Therefore, each of these phases is carefully incorporated into the graduate study programme in a holistic, much deeper and more sophisticated manner, which is why the student upon successful completion of the study programme, through concrete activities in practice, can add an element of experience as part of the overall process in the development of the destination.
Experience economy
The basic knowledge and skills that students acquire through this study programme are related to TEM (Total Experience Management), that is, the experience economy, the creation of experiences and the professional management of these experiences. The application of TEM in the tourism and leisure industry leads to the development of a higher level of awareness of one's own value, to the development of better understanding, co-creation and synergy at the level of the entire tourist destination, tourist organization and hotel. The purpose of studying the experience economy is to familiarize students with the importance of experiences because experience is recognized as the key to success, innovation and competitiveness. The study programme deals with the concept of the value of the created experience and its influence on the image of the product and the customer's loyalty, and introduces students to methods and techniques of experience management and examples of good practice and the application of techniques and methods on concrete examples, whereby students develop their own creative potential and ability for the purpose of developing positive emotions and spreading satisfaction as added value for the image of the destination and support for brand communication.
Project management
The core of project management includes planning, organizing, monitoring and controlling all aspects of the project and motivating all involved individuals to achieve project goals safely, within the planned budget, time and other set performance parameters. By studying project management activities as part of the study programme, it is possible to understand the complex process of project management and its legalities, students are introduced to the terms and steps of project management, the life cycle of a communication project, the importance of setting communication goals, determining stakeholders and target audiences, analytical methods, defining management procedures for changes and outcomes of the project and management of problems and risks.
Promotional strategies
The purpose of studying promotional strategies in tourism is to analyse promotion on a macro and micro level as an important element of the marketing mix in tourism, and to define how certain elements of promotion should be used in order to establish a quality promotion strategy and to use the circumstances to create the desired effects on the tourism market. The goal is to become familiar with the promotion policy on the tourist market and gain insight into the theoretical and practical aspects of the promotion of tourism products and services of various tourism entities, as well as tourist destinations.
Intercultural communication
Intercultural communication is a field that focuses on the importance of culture in our lives and the ways in which culture relates to and influences communication processes. Using stories and discussions, courses dedicated to this area are designed to increase our sensitivity to other cultures, awareness of our own cultural background and the context (social, cultural and historical) in which we live and interact. To explore these concepts and questions, the study examines transcultural communication through interactive co-teaching platforms both offline and online.
SPECIAL COMPETENCES
The demand for practical knowledge, skills and attitudes is continuously increasing over time. In order to cope with the growing need for practical skills, it is necessary to acquire a set of key competences, including knowledge of the tourism industry, communication processes, but also work habits and business processes.
Teaching as part of the professional graduate study programme consists of theoretical lectures, solving case studies, exercises and professional placements, which can take place in Croatia and abroad. During the placement, depending on the specific characteristics of the organization in which they are taking place, students are directly involved in the daily activities and work issues, as well sa have the opportunity to become familiar with the specific characteristics of the organization and the area in which they are operating.
Outcomes at the level of the study programme
Applying intercultural communication in the tourist experience
Interpret the economic characteristics of supply and demand in tourism, the economic contribution and economic effects of tourism, and recognize the importance and consequences of investments in tourism.
Evaluate the role of nature and the environment in tourism development, analyse the impact of tourism on the environment and propose sustainable solutions for the development of tourism based on innovative ideas resulting from an understanding of the interrelationship between creativity and sustainability.
Recognize the differences in leadership styles, interpret the advantages of transformational leadership and apply it in practice with the aim of preserving business opportunities and business sustainability.
Analyse and apply trends in the creation of innovative tourist offers, develop tourist offers based on the identification of unique attributes and the application of branding models and creative ideas, while accepting the specific requirements of the tourist market.
Interpret research methods and techniques for activities in business organizations in tourism, propose research methods and apply research results when making business decisions.
Critically analyse the programme-spatial concept of destination development, express an opinion related to planning documents, and evaluate the relationship between tourism policy and tourism planning with regard to social circumstances.
Assess the possibilities of developing tourist products in relation to the resources available to the destination and the needs of the tourist market, design projects for their development and manage their implementation (following contemporary trends and forms of tourism).
Apply andragogic knowledge in organizing various forms of education and seminars in tourist destinations, hotels, tourist settlements, camps, national parks, etc.
Explain how the semiotic system, textual-linguistic and visual-pictorial, shapes tourism and the experience of tourists.
Explain how discourse and communication shape the identity of the local community.
Explain how discourse and communication shape the identity of tourist attractions.
Explain how discourse and communication shape the mode of transportation in tourism.
Create a unique experience in tourism and the entertainment and leisure industry.
Manage experience in tourism and the entertainment and leisure industry.
Create a desirable atmosphere in the destination and among other players in the tourism, entertainment and leisure industry.
Explain the experiential, emotional and aesthetic aspect of a product/service in tourism and the entertainment and leisure industry.
Describe the functional attributes and physical characteristics of products/services in tourism and the entertainment and leisure industry.
Analyse the specific emotions that develop when consuming a certain product/service in tourism and the entertainment and leisure industry.
Communicate tourist culture.
Articulate innovative and creative entrepreneurial ideas that will be developed into original entrepreneurial ventures in tourism, creative industries and the entertainment and leisure industry.
Critically analyse the media discourse.
Apply the laws of new media, that is, communicate the tourist offer through new media.
Connect contents in tourism with the realities of new media.
Design the offer of tourism products according to the poetics of new media
Recognize and protect the value of local culture and tradition.
Perceive the economic importance of heritage and other tourist attractions for the sustainable development of tourism in terms of the basic principles of the tourism economy.
Explain the importance of space, on the one hand, as a medium in which tourism takes place and develops, and on the other hand, promote awareness of spatiality as an immanent feature of every tourist attraction and tourist destination.
Show how potential tourist attractions can be used in the most rational way in planning tourist development and how important it is to protect them from degradation and irrational use.
Manage the process of converting a tourism resource through attractiveness and experience into a tourism product.
Develop special forms of tourism and thematic tourism depending on available resources and tourist attractions.
Manage the identity of the tourist destination as a brand.
Recognize archetypes and stereotypes in the local community and among tourists.
Apply “imageeering” techniques in the creation and promotion of tourism products.
Apply storytelling techniques in creating a narrative identity and brand of the tourism product and tourist destination.
Strengthen the identity, attractiveness and market position of the destination.
Encourage a more enterprising approach to art and culture in the tourist destination.
Encourage innovation and creativity in the local community.
Find new uses for old buildings and neglected places in a tourist destination.
Encourage cultural diversity and cultural democracy.
Recognize the importance of national minorities.
Develop animation programmes and events in a tourist destination, hotel, camp, rural area.
Manage changes, opportunities and challenges in a local, national and international multicultural environment.
Support transparency and shed light on various aspects in the process of transformation towards sustainable tourism of the future.
Understand the thoughts and feelings that help change and those thoughts and feelings that stand in the way of change.
Use the experience of personal psychological development as a source of information about people from the environment.
Use active imagination techniques.
Apply theories of tourist motivation.
Apply the techniques of group dynamics and teamwork in a multicultural environment with constructive criticism and tolerance.
Professional GRADUATE study programme
FIRST YEAR, 1st SEMESTER (winter)
Course
Lecturer in Charge
L + E
ECTS
SEMESTER 2. (summer)
Course
Lecturer in Charge
L + E
ECTS
Elective courses (at least 12 ECTS points, at least three courses are chosen)
45+45
12
ELECTORAL COLLEGES
Group A – Tourism and Interdisciplinary Courses
Lecturer in Charge
L + E
ECTS
Group B – Courses in foreign languages
Lecturer in Charge
L + E
ECTS
Course from the PRM graduate study programme
Group C – Professional and Scientific Projects
Lecturer in Charge
L + E
ECTS
Total load of lectures, exercises and field courses in 1st year
180P + 240V = 420
60
Note: * The student enrols in three elective courses, i.e. at least 12 ECTS. A precondition for enrolling in courses in a foreign language is the appropriate level of language knowledge: B2 for English, B1 for German and French.** Only for Erasmus students
SEMESTER 3. (WINTER)
Course
Lecturer in Charge
L + E
ECTS
4th SEMESTER (SUMMER)
Students who are partially enrolled, enrol in courses in the summer semester depending on the number of ECTS acquired in accordance with the Decision of the Expert Council on Enrolling in Courses from Higher Years.
Course
Lecturer in Charge
L + E
ECTS
Where to work after completing your professional graduate studies?
At Bernays, we believe that the doors of the business world must be opened to students from the first day of studies, and that is precisely why we insist that Bernays students prepare for business challenges and are introduced to the business world already during their studies.
Bernays alumni are employed in organizations of economic and non-economic activities in the wider field of tourism, culture and industry of leisure and entertainment, such as organizations related to tourism, cultural, entertainment, educational, sports, recreational activities, in city and county offices for culture, tourism and education, sports and recreation, museums and galleries, public institutions in culture and sports. Furthermore, they will be able to find employment in hotels, tourist settlements, camps, summer resorts, destination management organizations (DMO), travel agencies (especially of the receptive type and DMC), event management agencies, health resorts, spas, wellness centres, casinos and theme parks, amusement parks, shopping centers, nature parks and national parks, transport companies (rent-a-car, buses, airlines, airports, railway carriers), passenger ships and cruise ships, marinas and as organizers of animation and entertainment programmes, festivals, business and professional gatherings , workshops, etc.
DIPLOMA
