Professional undergraduate study
TOURIST DESTINATION MANAGEMENT AND MARKETING

The aim of studying tourism as part of the study programme is to become familiar with the concept of tourism and the tourist economy, to gain knowledge about the history of tourism in the world and in today's Croatia, to gain knowledge about the concept of a tourist destination, the management system of a tourist destination, the competitiveness of a tourist destination, the marketing of a tourist destination and the process planning the development of a tourist destination, to achieve a comprehensive understanding of the fundamental principles of tourism and the characteristics that distinguish tourism from other areas of human activity, as well as to encourage creativity, productivity and independence of students in the discussion about tourism in general.

Economics is a social science that studies how to manage available resources to meet human needs. The goal of studying economics at university is to become acquainted with the foundations of economic sciences, economic principles, economic laws, economic structures, markets and economic institutions in the EU and in economically developed countries, to become familiar with how economic principles are applied to the business environment, to become familiar with economic principles and the effects of these principles on companies in a real business environment, and familiarization with basic learning about companies in a macro-economic environment, i.e. the influence of macro-economic structures on the management of companies.

The activity of planning, organizing, combining, coordinating and controlling activities and organizational resources, the purpose of which is to achieve organizational goals. Quality management is considered the most important resource and a fundamental precondition for the success of every organization and society, and it is the differentia specifica between successful and unsuccessful, developed and underdeveloped. The purpose of studying management within the study programme is to acquaint students with fundamental concepts, as well as the role and importance of management, to become familiar with the understanding of management as a management process through theory and practical examples, to provide students with an insight into management tools and an understanding of the managerial functions of management such as planning, organizing, leading, managing human resources and controlling.

Marketing is the process of planning and carrying out the creation of ideas, products and services, setting their pricing, promotion and distribution in order to carry out an exchange that meets the goals of individuals and organizations. The marketing process encompasses the sequence of all activities that connect production and consumption, enabling products and services to reach consumers, and information on consumer needs to producers. As a scientific discipline, marketing is a behavioural science that aims to explain exchange relations. As part of the study programme, marketing is studied in a broader context as tourist destination marketing with the aim of mastering the fundamental knowledge of tourist destination marketing management, understanding the characteristics of the tourist market, the specific features of tourist destination marketing, market segmentation, and market positioning in order for students to acquire the knowledge and skills necessary for development of appropriate marketing strategies and marketing mix, as well as design and management of the destination marketing project.

The Sustainable Tourism Development Strategy until 2030 is a strategic planning document for Croatian tourism for the period until 2030, aligned with the National Development Strategy of the Republic of Croatia until 2030 and the fundamental documents and policies of the European Union and the Republic of Croatia, including the National Recovery and Resilience Plan. It contains a vision of the development of tourism in the Republic of Croatia in the sense of sustainability, development needs and potentials that must be realized and brings concrete priority areas for the achievement of strategic goals that are defined in accordance with the views of key stakeholders while respecting global trends. As part of the study programme, students are introduced to the fundamentals of the theory of the tourism system, the fundamental features of applying a systematic approach in tourism, and the advantages of the systematic approach compared to conventional research approaches. Familiarity with systems theory helps to move away from an analytical way of thinking and to view tourism as a systematic thinker. The study programme provides basic knowledge and understanding of basic terms, concepts and codes related to responsible business in tourism and teaches students the use of conflict management strategies and tactics, marketing of sustainable tourism products, as well as distinguishing good from bad examples in practice.

By studying the creative industries and innovations in tourism, awareness is raised about the importance of the creative industry and its sectors, its contribution to tourism, and about the main obstacles and issues of connecting in all forms of cooperation, in the context of sustainable development based on knowledge and innovation. The purpose of studying creative industries as part of the study programme is to become familiar with the proposed organizational model of the creative industry in Croatia and its 12 sectors and, by combining a critical and academic approach to the creative industry, encourage the development of practical, professional and managerial skills necessary for the development of innovative projects in tourism.

Foreign languages, especially English, in today's age of Internet and technology, are part of everyday life and use in both private and business, as well as professional aspects of life. Nowadays, English is the main language of the media and the Internet, so knowledge of that and other foreign languages can greatly help to understand business processes, partners and clients. Students learn business English over the course of four semesters, and as a second language, they can select between German, Italian, French or Spanish.