Profile of a graduate


A subject-specific competence is a skill which is developed to such an extent that it enables effective performing of activities in the working process it is related to. Having subject-specific competences means being able to directly apply the specialist knowledge acquired through the study programme to different fields of business and specific professional functionalities in an organisation. Based on the interdisciplinary understanding of different fields of activities, graduates will be equipped with the knowledge necessary for planning, organizing, managing and monitoring services and activities in the field of tourism and the hotel industry, both within an organisation and in a broader social environment.

The subject-specific competences acquired after the completion of the programme are:

  • capacity for understanding and solving concrete problems in the field of service activities, especially in tourism and the hotel industry, by using scientific research methods and methods of critical analysis;
  • ability to recognise opportunities and dangers on the global tourist market, especially on the EU market, and to introduce changes to the business operations accordingly;
  • in-depth understanding of tourism as a social activity and its influence on the environment and on the national and international economy;
  • capacity for analysing particularities of contractual obligations which tourist agencies are agreeing upon when performing their activities;
  • capacity for examining and analysing statutory and contractual integration of tourist agencies and their business units (e.g. affiliated groups, hotel chains etc.);
  • capacity for identifying the key advantages, disadvantages and economic effects of tourism on the implementation of sustainable development;
  • capacity for using the methodological approach to research on the purchase and sale market for tourist and hotel companies;
  • capacity for defining key elements of marketing mix and forming strategies for business activities of tourist and hotel companies;
  • broad analytical understanding of processes related to the market activities of an organization and awareness of the complexity of marketing processes in the rapid globalization on both the purchase and the sale market (intercultural differences and particularities);
  • capacity for completing the most demanding tasks in planning, forming, developing and managing modern business systems in the field of tourism, hotel industry and other service activities;
  • capacity for integrating knowledge from different fields (interdisciplinarity);
  • ability to use tools for evaluating one’s own cultural orientation and the cultural orientation of others;
  • ability to use information and communication technologies and systems in tourism;
  • understanding of the national and European regional policy and issues and the capacity for drawing up regional development programmes;
  • understanding of characteristics of individual business functionalities in relation to income management and their role in improving the income approach in tourism;
  • understanding of the importance of human resources in tourist activities, from planning, recruiting and training to remuneration and comprehensive professional development;
  • capacity for identifying the particularities of cost accounting in the hotel industry and understanding of the importance of the international accounting standard for the hotel industry;
  • capacity for identifying costs and revenues of the natural environment and ability to manage and establish their influence on the company’s profit.

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