The module begins with a general overview of the German and main international markets and structures of the cruise industry. You will be introduced to the markets in terms of their historical development, status quo and trends. The main players and their products are examined. You will be introduced to cruise areas, main cruise routes, and types and kinds of cruises. An overview of the main ship configurations is provided. In the next step, you will be familiarized with the essential aspects of ship- and shore-based operations and their organizational structures. Typical areas of responsibility on a cruise ship, divided between the tourism and nautical departments are presented through exemplary processes and management challenges. Finally, you will be made aware of the service industry around cruises. Within this service chain, there is a particular focus on the non-hospitality side of onboard tourism services.

This module is designed to help you identify and take advantage of the learning opportunities inherent in many work roles in the cruise industry. The learning is initially organizational and context specific, but you will be encouraged and supported to develop the ability to identify the transferable skills that will improve your job performance, ensure your continuous improvement, and enable you to put theory into practice. You will have the opportunity to develop a better understanding of yourself, your organization, and the macro environment through reflective and reflexive learning. They are encouraged and supported to find suitable jobs in the cruise industry.

You will be introduced to the theory of this module by being introduced to common analytical tools for products, markets and companies. Using current examples from the tourism industry, you will analyze market and product strategies of various cruise companies. You will perform market analyses, divided into customer and a competitor analysis. You will be introduced to key field and secondary research methods. Using trends in the cruise industry as well as megatrends impacting the tourism market, evaluate strategic decisions made by cruise companies and seek viable alternatives.

You will be introduced to cruise-related organizations, such as IMO, and given an overview of important national and international rules and regulations that impact the cruise product. Based on this knowledge, you will be introduced to planning itineraries and creating pre- and post-cruise arrangements. They are investigating the planning of the use of onboard facilities and related personnel management. You will learn the importance of standardization of cruise products as well as continuing education management for crew.

You will be introduced to the key principles of managing people professionally. We address issues such as flexibility, engagement and control, culture, technology and teamwork. This module will help you understand how organizations in the tourism industry are addressing some of the perennial challenges in the workplace. Once you have gained an understanding of historical knowledge, the module will provide you with the opportunity to develop practical human resource management skills and explore how they can enhance your career opportunities.