in Innovative Hospitality Management - TSI-Turismo Sant Ignasi

Innovative
Hospitality
Management
Master program
IN ASSOCIATION WITH:
TSI is affiliated to the
ESADE Foundation

Degrees
• Master of Science (MSc)
in Innovative Hospitality Management*
issued by Universidad Ramon Llull, Barcelona
• Master in Hospitality Management
issued by Zuyd University of Applied Sciences,
Hotel Management School Maastricht
* Official Master in Science Degree recognized
by the Spanish Ministry of Education
barcelona
Ramon Llull University
TSI-Tourism Sant Ignasi
Affiliated to the ESADE Foundation
TSI-Tourism Sant Ignasi was founded by the Jesuits and
is the tourism faculty of Ramon Llul University, affiliated
to ESADE Foundation. Its mission is the education and
professional development of students, which is the key
to excellence in offering top quality service in the
tourism sector. TSI promotes teaching, research and
dissemination of knowledge in the areas of tourism and
hospitality management.
This University initiative combines innovation and
tradition, a human factor and high technology,
academics and the business world, a local identity and
a universal mission. TSI is a young university,
encouraging students' active participation, through
open dialogue and responsibility, in the spirit of
excellence, the pursuit of passion and concern for social
transformation, all within an intercultural setting
which enables the personal and professional
growth of students.
Tourism studies have been offered since 1987.
The Innovative Hospitality Management Master
program has been running since 2003. Since
TSI-Tourism Sant Ignasi is affiliated to the ESADE
Foundation, one of the most prestigious academic
institutions in the world. The university is situated in the
ESADE campus in neighbourhood of Pedralbes, one of
the most sophisticated areas of Barcelona. The Campus
offers an academic environment and top facilities to
ensure adequate theoretical and practical training,
complimented by cultural and social activities.
www.tsi.url.edu
The Innovative Hospitality
Management Master Program is run in
collaboration with Oxford Brookes
University. The aim is to enhance the
Master student’s experience in each
of the centers, and to specifically
underpin future developement with a
focus on research and innovation

The goal of our joint international program is to ensure that creative individuals,
with a passion for the hospitality industry, are ready to face the
challenges in this industry.
Therefore, we constantly ask ourselves what knowledge and attitudes are essential,
despite rapid changes in the labour market, and what skills are vital for
flexibility and “lifelong learning”.
That is why we train our students in a context that will lead to a synthesis between
specialization and general skills. Moreover we will create a sense of cultural
awarness and potentialise personalities which can be applied to a broader field.
Ad Smits
Dean
Maastricht Hotel Management School
Ricard Santomà
Dean
TSI-Tourism Sant Ignasi
maastricht
Zuyd University
of Applied Sciences
Hotel Management
School Maastricht
www.hotelschoolmaastricht.nl
Oxford Brookes University Business School is a
dynamic and international educational center
consistently applauded for the excellence of the
learning and teaching. The University practices a
special 'Brookes blend' of critical enquiry with
practical insight, of rigour with relevance. Oxford
Brookes University has a deep connection with the
world of business, which ensures the relevance of the
courses, the credibility of the staff and the
career successes of the students.
Since its foundation in 1950, the Hotel Management School
Maastricht (HMSM) has built up an excellent reputation. The
internationally acclaimed school is in the top 10 of Hotel
Management Schools worldwide. In 2010, the HMSM was
chosen as the best Hotel Management School in the Netherlands,
scoring particularly well on graduation rates, number of contact
hours and facilities offered.
The Hotel Management School Maastricht is a department of
Zuyd University of Applied Sciences. Zuyd University is the
foremost university of applied sciences in the Netherlands,
according to the 2008 edition of the Higher Education Guide
(Keuzegids Hoger Onderwijs 2008).
The Hotel Management School Maastricht was founded in 1950
as a private school by local hotel companies, and gradually
evolved into one of the Netherlands’ top-ranking hotel schools.
Over the past decades, the Maastricht Hotel Management School
has obtained a solid reputation thanks to its broad network of
contacts with international companies and hotel chains - many of
which employ the school’s former students.The Hotel
Management School Maastricht provides first-class education for
a career in the Hotel and Tourism sector.
The HMSM has three distinct foundations: the renowned Hotel
School itself, the Teaching Hotel Château Bethlehem and
training/consultancy for the hospitality industry. The Hospitality
Management programs are taught at the campus of Bethlehem
Castle, where up-to-date studying facilities contrast with a unique
historical setting, a 13th century castle turned into a design hotel.
The hotel offers 26 unique design rooms, a restaurant, two bars
and six conference rooms.

The Industry
You are part of the International
Hospitality Field
In-company project
An enriching and enjoyable experience
How to Practice Relationship Marketing
in a Chinese High Staff Turnover Market
Star Group Event Marketing
Beijing, China
«During my in-company research I worked as the Marketing Executive
for a Chinese event marketing company. I concentrated on how to practice
relationship marketing in a Chinese high staff turnover
market. Building up relationships and effectively using information
and knowledge is difficult in a game where the players are constantly
moving. This contemporary topic showed to be relevant for several
industries, the outcome useful for several companies.»
PAUL GROOTINGS
IHM 2007
Marketing Repositioning Plan
The Cadogan Hotel
London, UK
«I completed an internship in a five-star hotel in London where I was a member
in the sales department. I learned a lot and realised that the sales field is what I
am really interested in. For today´s young professionals, it is important to be
fluent in several languages and to be able to say yes to jobs that may not be
close to home, in order to gain as much experience as possible. It was a
demanding 6-month period although I can say it really helped to round off
everything I had been studying. Currently I am at the Ritz Carlton company,
working my way up the ladder, and continuing to grow in this field.»
SANDRA MARTÍNEZ
IHM 2007
COMPANIES COOPERATING WITH
THE IHM PROGRAM INCLUDE:
Marriott | Barceló Hotels | Four Seasons |
Intercontinental | Conrad Hotels | Design Hotels |
Dolce Hotels | Le Meridien | Magma Turismo |
Relais & Châteaux | Accor Group | NH Hotels |
Ritz-Carlton | Riu Hotels | Fuenso | TravelClick |
Radisson SAS | Sol Meliá Hotels | Starwood |
World of TUI | The Stein Group | Hilton Hotels |
Horwath Consulting | Worldhotels
«Hospitality professionals
only achieve excellence in
their careers with a personal
commitment and a passion
for the industry.»
JAUME TÀPIES
President Relais & Châteaux
Alumni
Human Resources Manager
Four Seasons Hotel Toronto
Toronto, Canada
«The IHM program is very dynamic because of the
diverse cultural and academic backgrounds of the
students, professors and surroundings. For a study in
hospitality management, these are excellent attributes for
professional development. In my current position,
I manage the learning and development programs for all
employees as well as recruitment for a wide variety of
positions in connection with hospitality programs and
Four Seasons properties worldwide. I am really enjoying
the company and people I work with.»
LINDSAY LAWLER
IHM 2005
Director of Sales and Marketing
Pacifica Host Hotels
United States
«A Masters from the IHM program has not only provided
me with the professional skills necessary to succeed in this
incredibly exciting and emerging industry, but also
enabled me to grow personally. Living abroad in cities
like Barcelona, with its tremendous energy, as well as
studying at the Management Hotel School Maastricht in
The Netherlands, with its extraordinary culture, offers a
foreign student like myself, a hospitality management
education bodied with an innovative and international
edge, un-paralleled by any other program.s»
JENELLE M. DAVIS
IHM 2006

Innovative Hospitality Management
Main Focuses
• LEADERSHIP COMPETENCIES. Nothing will change if we remain the same. We, the people working in hospitality, will be the ones
in charge of making it an interesting field for personal and professional growth. Competencies monitored include personal
development, communication skills, intercultural, leadership and networking skills.
• INNOVATION IN HOSPITALITY. New trends in the hospitality field are changing the scenario of the job for the future.
The program prepares students to provide a more creative and efficient approach to the profession. Real life case studies
complement the academic inputs.
• HOSPITALITY MANAGEMENT. Students become acquainted with a creative and systematic pursuit of organizational goals within
the hospitality industry, by planning, organizing, leading and controlling the available resources in a concerted and sustainable way.
• HOSPITALITY RESEARCH. In association with
Research skills in the hospitality field are a critical success factor for anticipating future scenarios and for transferring academic
knowledge needed to face challenges in the industry. The research area is delivered in association with Oxford Brookes University
Business School (Oxford, UK), renowned worldwide for their expertise in hospitality research.
Learning Environment
The institutions strive for excellence, which is why all specialization courses are conducted by renowned lecturers (both Ph Ds. and
international experts). Our teaching methodology is based on:
• Stimulation of critical thinking and transforming management problems into opportunities from a multidisciplinary and multicultural
perspectives.
• Teaching both concepts and theories of business administration, as well as requiring our students to perform practical exercizes.
• A comprehensive program that allows for personalization and flexibility.
Our learning environment includes academic lectures, team work, coaching, case studies, contact with professionals, cross-cultural
experience, educational trips, research projects, virtual learning, guest speakers and an international work placement.
Study Trips
The educational trips conducted in both academic blocks are an excellent opportunity to get acquainted with the tourism sector,
experience different hospitality models and exchange impressions with leading hotel managers. Renowned companies offer students
insights into their plans and management structures, providing the students detailed information on their strategic and operational
challenges. The exchanges and networking opportunities are of great value to the Masters students.
During the academic modules in Barcelona students will visit the Balearic Islands (Mallorca), one of the world’s major holiday
destinations. This trip will provide them with a perfect opportunity to meet face-to-face with professionals in the industry. The Maastricht
block includes a one week visit to Oxford Brookes University. This enables students to exchange views with fellow peers, academics and
hospitality experts, with a focus on research skills.
Admission requirements and procedures
• A minimum of a three year university degree at a Bachelor level of at least 180 ECTS. A Hospitality or Management
related background is advisable.
• A certificate from the university which states that the applicant has completed a Bachelor Degree program, of at least 180 ECTS
(European Credit Transfer System), and allows the candidate to enrol in a Masters Program.
• As the program is delivered in English, proficiency in English is required certified by an IELTS 6.0 or Toefl 550, Toefl 213 Computerbased,
79-80 iBT or Cambridge Advance exam or an alternative certifcate of C1 level issued by the University’s academic secretary.
• Two reference letters and one motivation letter.
Rolling applications are accepted all year round. Prospective candidates will undergo a personal interview and are ranked based upon
their academic transcripts, level of English, hospitality orientation, cross-cultural values, references and motivation letter.
innovativePROGRAM

Study Plan
STRUCTURE
Leadership Competencies
The academic modules in leadership competences will be held in both Barcelona and in Maastricht, and consist of:
• Personal Development Program (4 ECTS). Students are guided in developing the basic competencies for professional life, with a special focus on the
requirements of working as Hospitality Managers.
• Communication Skills (3 ECTS). In this module, principles and practices of management, communication and consulting will be introduced and practiced.
These skills will be applied in a short but realistic management project.
• Cross Cultural Management Skills (3 ECTS). Assessment and advice on how to release higher potential in individuals enabling greater more sustainable
success by making the most of alternative cultural perspectives. Lecturers from Barcelona, Maastricht and Oxford Brookes University Business School faculties
lead this module.
Barcelona
Academic
Block
Maastricht
Academic
Block
Innovation in Hospitality (Barcelona)
• Redefining the Hospitality Experience (5 ECTS). This module
focuses on concept and idea generation frameworks for identifying and
creating hospitality business opportunities through the enhancement of the
guest experience. Cool Hunting, Design Thinking processes and
Imagineering and Co-creation are specific topics covered within the
module. Selected tools, techniques and examples of good innovation
management will be covered. The conceptual framework allows for the
visualization of the main elements of innovation management and decide
how to take steps in order to improve performance.
• Innovation Management in Hospitality (5 ECTS). This module
reviews relevant innovation concepts in tourism and hospitality, with a
specific focus on the main factors and drivers in innovation in relation to
hospitality organizations.
• Entrepreneurship and Intrapreneurship (5 ECTS). This module
focuses on the challenges of turning ideas and innovations into profitable
and sustainable business, either by creating a new company or
entrepreneuring inside an existing one.
In addition to these three modules, the Barcelona block consists of case
studies, seminars and a trip to the Balearic Islands (Mallorca). Case studies
involve field research of different hospitality business related topics using a
team work methodology and the opportunity to apply the acquired
knowledge to a real life project.
Hospitality Management (Maastricht)
• International Strategic Management (5 ECTS). Starting from the
mission and vision and given the objectives of a company, a strategic analysis
of a real company in the hospitality industry will be submitted. After
completing the strategic analysis, students will make an implementation plan,
including risk management. Competitive and internationalization strategies,
will be evaluated among others and a choice will be made for the company.
The hospitality industry is today’s most cross-cultural professional field.
Therefore this is a component of the plan that will be presented to the
management of the company.
• International Marketing Management (5 ECTS). Keywords are:
relationship management approach, customer value and growth strategies.
A marketing plan for an existing company will be developed, in which all
important marketing decisions are featured, such as international service and
brand management, international price, communication and distribution
management.
• International Financial Management (5 ECTS). This module provides
essential financial skills necessary in order to analyse different business scenarios.
Financial competencies are directly related to top performance careers within the
industry. The components towards successfully applying revenue management
will be introduced and discussed step by step.
In addition to these three modules, the Maastricht block also includes a study
trip to Oxford Brookes University Business School. This trip enables students to
exchange views with fellow peers, academics and hospitality experts.
In-Company
Block
Hospitality Research (20 ECTS)
(In Association with Oxford Brookes University)
• Research Skills. Accurate research skills are essential for the preparation and implementation of changes and improvement in the hospitality field. The aim of
Research Skills is to reinforce your expertise in research. This academic block involves: problem solving; research design; information management and research;
analysis and synthesis of data; writing research reports.
• Professional Placement. The universities collaborate in finding an international internship in a hotel, tourist organization, consultancy or tourism related
company (visa regulations permitting), of a minimum duration of 18 weeks. In many cases, students are offered positions within the company upon graduation.
• In-Company Project. Additionally, a research assignment will be carried out during the professional placement. A set of problems will be identified which will
enable the student to set up the research. A clearly-defined area will be determined, to which this practice-oriented research project will make a significant
contribution. The research projects, are a win-win situation both for hospitality companies and for students. Projects may range from feasibility studies, clarifying a
policy problem, identifying bottlenecks, making recommendations for improving an existing situation or evaluating processes. Contribution in terms of practical
implementation will be highly valued.

The Profile
Creative Managers
Responsible Entrepreneurs
Hospitality Trendsetters
Building your future!
Join an enriching multi-cultural environment where
Knowledge, Vision and Networking blend to
provide you with key competencies required to
start your international career successfully:
• LEADERSHIP
• TEAM BUILDING
• CREATIVITY
• SENSITIVITY TO DIVERSITY
• ETHICAL AWARENESS
• PROBLEM SOLVING
• SERVICE ORIENTATION
• SELF-EFFICIENCY
The lecturers
«In the Personal Development Program (PDP), we are
able to draw on the wealth of experience that participants
bring with them, as well as their boundless enthusiasm.
The PDP helps participants understand themselves better,
and provides suggestions for improving their
interpersonal skills.»
JAN KINGSLEY
Leadership Development Program
«Imagination in hospitality business is vital to remain
competitive. Mobility, adaptability and flexibility are key
competencies for future professionals. Managers are
continuously confronted with the issue of weighing up the
risks innovation might present, though isn’t it riskier not
to innovate?»
DANIELA FREUND DE KLUMBIS
Innovation in Hospitality & Entrepreneurship
«International Business Environment focuses on how business
is conducted in the post-enlarged European Union and other
regional trading blocks (NAFTA, APEC, ASEAN). The
module investigates opportunities and threats for companies
newly targeting the international market and for those that
are already active inside the global market.»
MATT HECKMAN
International Hospitality Management
The students
«The program gave me the right skills and
knowledge so I could differentiate myself as
an innovative, internationally-focused and
motivated person in this highly competitive
business. Having always been passionate
about this field, this Master was just what I
needed to reach the right level of competency
to pursue my career in the
hospitality industry.»
ROBIN VERMEIRE
The Netherlands, IHM 2008
«I have found this master program personally
very enriching. Not only through the different
subjects we have studied, but more through
the spirit of this master. We were an
international class studying international
innovative topics in an internationally oriented
industry. This combination
has broadened me personally,
my professional career and most
of all my future opportunities.»
ROB BERGMANS
The Netherlands, IHM 2007
«Completing the IHM master is something
I feel proud of. The hotel industry is becoming
more and more selective in its management
personnel and this master really makes a
difference for your future career prospects. It
is not just another door to enter in the
hospitality world, but an excellent experience
to have for one year in
at least two different countries.»
BEATRIZ GONZÁLEZ
Spain, IHM 2007

Living in
Barcelona
Living in
Maastricht
Cosmopolitan, modern, welcoming, Barcelona has it all.
History, design, leisure, the ocean, an incredible cultural
heritage and above all, a dynamic, creative culture: a
perfect setting for business... and some pleasure.
Barcelona is modern and progressive. It is both popular
and steeped in tradition. Barcelona has become one of
the most sought-after tourist destinations, visited by those
looking for unforgettable experiences. A first-class city for
professionals, known for innovation and its open
doors to diversity, making it the preferred destination for
business and events. It is, beyond a doubt, an active city
with a warm open character.
And, because of its long history and experience, it is the
ideal location for professional tourism studies.
Maastricht was founded by the Romans as Mosae
Trajectum, situated on a strategic crossroads of traffic
routes and the Meuse river.
Today, the oldest city in the Netherlands is one of the
country’s preferred student cities. Its lifestyle and the
concentration of bars and restaurants in the historic
centre give this city an atmosphere which is atypical
for the northern half of Europe.
Maastricht has always been a crossroads for travellers
and a city worth staying in. Belgium and Germany
are literally a bike ride away from the city centre. The
city is also an ideal starting place for trips to major
European cities such as Amsterdam, Cologne, Brussels
or even Paris.
Barcelona: Modern, Traditional, Cultural and Mediterranean par excellence and
Maastricht: A city with southern hospitality in the heart of northwest Europe.
Both with the same passion for the industry and with unforgettable atmosphere.
www.masterinnovativehospitality.com
Marqués de Mulhacén 40-42
Campus Pedralbes ESADE – Edificio 2
08034 Barcelona
✆ +34 93 252 28 90
www.tsi.url.edu
E-mail: ihm@tsi.url.edu
P.O. Box 3900, 6202 NX Maastricht
The Netherlands
✆ +31 43 352 8652
Fax +31 43 352 8285
www.hotelschoolmaastricht.nl
E-mail: admissionsMasterIHM@hszuyd.nl
Affiliated to the ESADE Foundation