Cruise Industry Management
Gold Coast, Australia
Area of Study
Hospitality and Tourism Management, Management Science
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewCourse DescriptionThe cruise industry is one of the fastest growing sectors of tourism, and all major manifestations, including 'mass cruising', expedition cruising and river cruising, are investigated in this course. Global coverage is provided due to the diverse nature of the sector, but major cruising regions such as the Caribbean and Mediterranean are examined in particular because of their lessons for emerging cruise regions in the Asia-Pacific. Following an introduction to the history and geography of cruising, the course examines the structure of the industry and the operational dimensions of the typical cruise ship. Subsequent topics include marketing and relevant market segments, product diversification, revenue maximisation strategies, risk management, customer experience, ports-of-call, and 'private islands'. Contemporary trends that are discussed include ever larger 'mega-ships', the growth of the Chinese domestic and outbound market, environmental and social stewardship issues, niche target markets, and integration with other tourism sectors.Course AimsThis course aims to provide students with an understanding of basic issues and phenomena that pertain to the management of the cruise industry, one of the fastest growing sectors of tourism. The experience of the Caribbean and Mediterranean, the two largest and most established cruise regions, will inform the investigation of the Asia-Pacific industry, where the sector is still small but indicates the highest growth. Supply-side (e.g. industry characteristics, ship operations, ports of call) and demand-side (e.g. market segmentation, consumer behaviour) are both explored within a context of 'triple bottom line' sustainability which demands simultaneous focus on obtaining economic, sociocultural and environmental benefits.Students should be prepared to commit approximately 15 hours per week for each course throughout the semester. These 15 hours include class attendance, reading and revision, and the preparation of items for assessment. For courses delivered in alternative modes, such as intensive, on-line and summer, this equates to 150 hours of study per course, including private study and class time.Learning OutcomesAfter successfully completing this course you should be able to:1 Describe the supply and demand elements of the contemporary global cruise industry.2 Discuss and critique the critical issues that are relevant to structure, operation, dynamics and impacts of the cruise industry.3 Source and interpret cruise industry statistics and other literature.4 Demonstrate an ability to communicate effectively in writing.5 Demonstrate an ability to communicate effectively orally.Assessment SummaryPresentation (group): 20%Midterm Exam: 20%Written Assignment: 30%Final Exam: 30%
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.