Curriculum - Zagreb School of Economics and Management



Services are increasingly becoming a relevant incentive for national economies, presenting very often a significant force in achieving competitive advantage in various manufacturing companies. Services have spread from traditional areas (tourism, catering, health companies, etc.) to almost every kind of field. The goal of this course is to teach about services marketing as a special part of the marketing orientation and everyday work. Course activities focus on analysis and value estimation of the services marketing, which represent a basis for strategic decision-making process in traditional and non-traditional services.


Efficient project management ensures that projects are done within deadlines and budgets, and achieve a satisfactory level of quality. The goal of the course is to introduce students to techniques needed for achieving these three goals. The basic issues and segments of project management that students will master are: the qualities of efficient project manager, typical responsibilities of a manager and a choice of a project, providing and developing projects; development of a detailed work and time plan as well as budget, creating a project team and keeping it together, managing, controlling the quality of the work on the project and risk management; communication between members of a project team, investors and managers; forecasting and avoiding potential problems; specific roles of support services (finances, marketing, procurement, IT support).


The course is primarily focused on acquiring basic concepts for interpretation of financial reports as a ground for the business decision-making process at the management level. The course is especially concerned with the static analysis of financial statements (balance sheet, income statement and cash flow statement), and dynamic analysis of the future cash flows of the investment projects. It emphasizes the valuation of debtor’s instruments and capital, based on internationally adopted standards.


Management of Change and Human Resources focuses on the microaspect of change, as well as psychological resistance to change. In this course, you will cover the basic functions of human resource management by studying your organization, by working with others, and by completing a project. You will also engage in an analysis of workplaces and job descriptions. The functions covered in this course include: recruiting, selection and introduction to the workplace, employee training, etc.


Objective of this course is to teach students how to apply a certain marketing strategy, starting with problems faced by a marketing manager. These problems are mainly the following: (1) analyzing marketing opportunities, competition, and environment; (2) market segmentation, selecting target markets and developing the marketing mix; (3) marketing strategies to maintain competitive advantage in different market circumstances and product life-cycle stages (introduction, growth, maturity, decline).


4 months obligatory and organized work on a project with one of our partners.

Hotel Esplanade Zagreb

Free Spirit Tours 

Stories – Croatian Unique Hotels 

Blue Sun – Hotel and Resorts


The course is designed to provide a combination of the practical elements of events management with an in-depth understanding of the potential impacts of events and their role in developing destination product and destination image. The course takes an international perspective and includes a field trip in each year of study.


This module aims to introduce and evaluate the tourism phenomenon, current trends, and developments in international tourism and their implications for tourists, tourism businesses and destination populations. The effects on international tourism of the global economic downturn and the recovery are reviewed but in the wider context of key issues: problems involved in monitoring, measuring and defining tourism; the complexities of stakeholder relationships; visitor demand and behavior; current issues and trends including environmental concerns, the ethics of the globalization of tourism and the development of alternative forms of tourism.  Furthermore, issues and trends in related sectors, namely hospitality and festivals and events, are also discussed.  The module outcomes are as follows: (1) interpret the significance of visitor demand and behaviour for tourism product development, (2) analyze the tourism system and its components and characteristics, (3) critically analyze stakeholder relationships with regard to their implications for destination development, (4) critically appraise the impacts of international tourism on destinations, and (5) investigate tourism impact management techniques.


Objective of this module is to teach students about problems and techniques to be used during market research and enable them to collect information on their own, estimate and use them efficiently when making business decisions within the tourism field. Students will learn how to require market research and how to evaluate and use the results. There will be also discussions on how to plan, implement and analyze data and reports, looking at both local and global tourism trends. The course is primarily created for users, i.e. more for future tourism  experts and less for specialists dealing mostly with market research.


The main goal of the module is to provide a systematic and comprehensive overview of the destination management and marketing practices, aimed at understanding complex and multifaceted factors affecting destination competitiveness on the local, regional and national levels. During the course, students will be introduced to the wide variety of topics important within the destination management context, such as destination management organizations (DMO), destination life cycle, tourism master planning, tourism zoning, etc. This module also highlights the latest trends in services marketing, international marketing, e-marketing and sustainable marketing as related to hospitality and tourism. The aim of the module is to establish a framework upon which to understand marketing planning and evaluate the effectiveness of marketing strategies in tourism and hospitality organizations. The module is delivered through the combination of interactive lectures, case studies, and practical examples.  At the end of the course, students should be able to understand the basic functions of destination management and marketing as well as to put destination management and marketing within the wider tourism system framework.


Information and communication technologies (ICT) are rapidly changing tourism landscape. Therefore, the main goal of the module is to provide a comprehensive and systematic overview of the latest development from the field of ICT application and information management within the travel and tourism industry.  During the course, students will be introduced to the wide variety of ICT related topics, such as digital marketing, global distribution systems (GDS), business intelligence in tourism (BI), tourism recommender systems, geographic information systems (GIS), destination management systems (DMS), etc. The module is delivered through the combination of interactive lectures and hands-on examples, including practical work on personal computers. At the end of the course, students are expected to understand the principles of the ICT application in the travel and tourism industry.


The final step in the graduate studies is writing a master thesis in the field chosen by the candidate and mentored by a professor teaching in this field. Before embarking on the research project, the candidate has to submit the proposal of his/her topic, including the methodology used in research. The mentor assists the candidate in the course of his/her research project and completion of his/her thesis.

What students say about ZSEM?

Vitor Duarte

Professors at ZSEM are great since they resort to several innovative teaching methods, and most of the times I was able to learn from their personal experiences on the market. All of these made me feel very interested in the courses I was taking at the time and made me want to go for further knowledge.

Sid Eshuis

I like best that it's a small school and also the teaching style - during lectures and seminars we work on real case studies. There's not too much theory and everything is very practice oriented, which is very different from my university back home.

Matea Sokolar

From the beginning I had very high expectations about the MBA program at ZSEM, including both the subject courses and the professors. The thing that I liked the most was the way of teaching, especially from the international professors who encourage each lecture to have discussions and where students are encouraged to give their opinions. I also liked that the professors gave real life examples in class. Another thing that I liked about the program is that in both semesters, there were many international students so I had the opportunity to make friends from all over the world.

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Leader in educating HR specialists