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Executive Order on Business Academy Education (AK) within Service, Tourism and Hotel ORDER No.

641 of 30/06/2000 (in force) Legislation pertaining to the Executive Order ACT No. 1115 of 29/12/1997 Later amendments to the Executive Order Summary (List of Contents)

Part 1 - Objective and Duration of the Education Part 2 - Contents and Planning of the Education Part 3 - Teacher Qualifications Part 4 - Examination and Marking Part 5 - Other Rules Part 6 - Coming into Force Full Text of the Executive Order

Order on Business Academy Education (AK) within Service, Tourism and Hotel
(Service Economist AK)

Pursuant to section 1(2) and (4) and section 11 of Act No. 1115 of 29 December 1997 on short-term Higher Education (business academy education) the following shall be laid down: Part 1 Objective and Duration of the Education 1. The objective of the business academy education within service, tourism and hotel is to qualify the student independently to attend to the work with developing, realizing and delivering services nationally and internationally in companies and organizations within service, holiday and industrial tourism as well as hotel and restaurant. ( 2) The student must be capable of i) combining the knowledge of business, cultural and innovative conditions as well as principles on sustainable development with methodical deliberations on planning and organization of services, and ii) forming part of management and collaborative correlations and customer relations with others with an educational, linguistic and cultural background.

2. The duration of the education, which is a full-time education, is officially two full- time equivalent study years. One full- time equivalent study year is a full- time students work in one year. One full- time equivalent study year corresponds to 60 points in the European Credit Transfer System (ECTS points). (2) The education must be finished four years after study start at the latest. The academy may, when this is motivated in unusual circumstances, grant an exemption from this requirement. (3) Up to 15 ECTS points out of the ECTS points referred to in subsection (3) for the entire education programme may based on the academys decision be completed as a traineeship in one or more companies. (4) The business academy education within service, tourism and hotel entitles the graduate to use the designation service economist AK. Part 2 Contents and Planning of the Education 3. The education consists of a compulsory part with an extent corresponding to 90 ECTS points and an elective part corresponding to 30 ECTS points. (2) The compulsory part consists of the following subject fields: i) Method and society, which is to qualify the student to view service companies in a broader social perspective and to be able to involve general aspects in performing tasks in the company. In this field the following subjects are included according to the appendix: method, job and social description as well as ethics and sustainability. The subject field shall correspond to seven ECTS points. ii) The service company, which is to qualify the student to plan, realize and manage services considering the framework of the companys organization and operation. In this field the following subjects are included according to the appendix: business economics, service theory, trade knowledge and law. The subject field shall correspond to 20 ECTS points. iii) Organization, which is to qualify the student to be able to assist in analyzing and developing the companys organization and in working with management and human resource development. In this field the following subjects are including according to the appendix: organizational principles, management, human resource development, working environment and project mana gement. The subject field shall correspond to 17 ECTS points. iv) Planning, which is to qualify the student to be able to assist in developing and planning the companys service concept and services. In this field the following subjects are included according to the appendix: strategic planning, quality, marketing and innovation. The subject field shall correspond to 17 ECTS points. v) Communication, which is to qualify the student to be able to carry out business communication in Danish and a foreign language considering various sociocultural and

international condition. In this field the following subjects are included according to the appendix: English, a second foreign language, cultural understanding and customer relations. This subject field shall correspond to 17 ECTS points. vi) Technology, which is to qualify the student to be able to choose and apply technology in connection with planning, organizing, producing, selling and delivering services. In this field the following subject is included according to the appendix: internal and external information and communication systems. The subject field shall correspond to 12 ECTS points. (3) The elective part, which is based on the compulsory part, consists of: i) Special subject course, which is to give the student the possibility of acquiring detailed skills and knowledge of service solutions in companies within service, holiday and industrial tourism as well as hotel and restaurant. The special subject course shall correspond to 15 ECTS points. The academy shall plan the course by offering a number of courses within the overall objective of the education. ii) Final examination project, where the student shall document his or her ability to treat on a methodical basis a complex and practical problem in relation to a specific task regarding services within the framework of a companys organization and operation. The project shall correspond to 15 ECTS points. The student shall base the final examination project on central problems in the education. The special subject course shall form part of the final examination project. 4. The academy shall base its planning of the education on relevant practical training and applied theory. (2) The academy may arrange that up to 15 ECTS points of the educations compulsory part consist of differentiated training to ensure a common study basis for the students. (3) The academy shall ensure progression in the entire education programme. (4) The education shall include teaching methods which can develop the students independence, interpersonal skills and ability to renew. (5) The academy may in the curriculum lay down rules prescribing that the student is obliged to participate in the education. (6) The education includes, if this is relevant, lessons in environmental problems and the interaction between various culture patterns. Part 3 Teacher Qualifications 5. Teachers giving lessons in this education programme shall have a masters degree or corresponding level obtained through another higher education and relevant occupational

experience that can document the teachers professional and theoretical level. Normally, the teachers shall have relevant occupational experience. (2) The teachers shall be able to document educational qualification. Part 4 Examination and Marking 6. As for examination, including examination forms, assessment, certificate, complaint about examination etc., the provisions in Executive Order on Examinations in Certain Programmes of Higher Education under the Ministry of Education (the Examination Order), cf. however subsection (2), Executive Order on Marking Scale and Other Assessment as well as Executive Order on External Examiners for Certain Programmes of Higher Education under the Ministry of Education (the External Examiner Order). (2) External examinations, cf. section 7, shall be assessed according to the 13-point marking scale. One of the examinations referred to in section 7(1)(ii) and (iii) may be a group examination with individual assessment. 7. The education cons ists of four external examinations: i) One examination by the end of the second semester. The examination shall be organized so that it broadly combines essential areas from the first year of education. ii) Two examinations in the second year of study, which must document at least 2/3 of the education altogether. iii) The final examination project which, together with the two examinations in the second year of study, must document that the leaving level has been obtained. (2) The subject for the final examination project shall be formulated by the student in consultation with the academy and as far as possible in collaboration with a company. The academy shall approve the formulation of the project. (3) The examination in the final examination project consists of a project and an oral part. One overall mark is given. (4) The examination referred to in subsection (1)(i) shall be passed before the student can take the examinations referred to in subsection (1)(ii) and (iii). (5) Internal examinations may be part of the education. Part 5 Other Rules

8. The academy shall within the framework of the Executive Order lay down detailed rules on the education in a curriculum. (2) The curriculum shall include: i) Objectives as well as contents and temporal extent of the individual subjects, including the special subject course, and the time patterns for the subjects. The extent of the subjects shall be determined in ECTS points, cf. section 3. ii) Objectives as well as contents and temporal extent of traineeships, if any, and their time patterns. The extent of the traineeship shall be determined in ECTS points, cf. section 2(3). iii) Description of teaching and working methods. iv) Requirements for teaching and examination, including compulsory requirements in the education programme. v) Specification of internal examinations, if any, cf. section 7(5). vi) Rules, if any, governing the duty to participate in the teaching, cf. section 4(5). vii) Rules governing weighting of project and the oral part of the final examination project, cf. section 7(3). viii) Rules governing transfer of credits. ix) Specification of concluded credit agreements. x) Specification of how the education may be offered as open education. (3) It must appear from the curriculum that the academy may, when this is motivated in unusual circumstances, grant an exemption from the rules in the curriculum drawn up by the academy alone. (4) Before a curriculum is drawn up and in case of significant changes of the curriculum, the academy shall contact students and takers. In addition, a statement shall be obtained from the external examiner chairmanship, cf. the External Examiner Order. Other suppliers of the education shall be informed with a view to co-ordinating the education. (5) The curriculum and significant changes of this shall take effect at the beginning of a study year. (6) When a new curriculum is drawn up and in case of significant changes of this, transitional rules shall be laid down in the curriculum. (7) Relevant educational establishments, the external examiners and the Ministry of Education shall be informed of the curriculum and any changes thereof.

(8) The updated curriculum shall be accessible to students and other interested parties at the beginning of a study year at the latest. 9. If the student is transferred to the same education at another academy, a passed examination, cf. section 7(1)(i), shall be credited to the student. (2) Other educational elements passed at an academy offering the programme under this Executive Order shall equate the corresponding elements at other academies offering the programme. (3) The academy may in each individual case or via rules in the curriculum approve that completed educational elements from another Danish or foreign programme of higher education replace educational elements covered by this Order. The decision shall be made on the basis of a professional evaluation of the equivalence between the education programmes in question. (4) By approval under subsection (3) the educational element is assumed to be completed if it has been passed according to the rules governing the education in question. 10. The Ministry of Education may allow deviations from this Order as part of an experiment. In case of an experiment duration as well as form of reporting shall also be determined. (2) The Ministry may grant an exemption from the Executive Order, when this is motivated in unusual circumstances, apart from the cases referred to in section 2(2). 11. Complaints about decisions made by the academy under this Executive Order can be brought before the Ministry of Education when the complaint pertains to legal questions. The complaint shall be lodged with the academy which makes a statement that the complainant shall be given the opportunity to comment on within one week. The academy shall return the complaint to the Ministry accompanied by the statement and comments, if any, from the complainant. (2) The time- limit for lodging a complaint under subsection (1) is two weeks from the day the decision is communicated to the complainant. Part 6 Coming into Force 12. This Order shall come into force on 1 August 2000. Ministry of Education, 30 June 2000 For the Minister Ivan Srensen Authority Manager /Jens Nielsen

June 2000 Executive Order on Business Academy Education (AK) within Service, Tourism and Hotel (Service Economist AK) Appendix Compulsory Subjects Subject Field: Method and Society Method The objective is that the student 1) can apply relevant methods for problem identification, problem formulation, problem definition and problem solving, 2) can apply relevant methods for analysis and presentation of data gathered, and 3) can interpret and comment on data in relation to the method applied. Job and Social Description The objective is that the student 1) has knowledge of demographic conditions and can discuss their influence on the service sector, 2) has knowledge of simple models used for describing the national economy, and 3) can analyze how the national economy and the economic policy pursued influence the service sector. Ethics and Sustainability The objective is that the student 1) has knowledge of ethics, ethical programmes and an understanding of the importance of ethical programmes in companies within service, tourism and hotel, 2) has knowledge of the influence of environmental, financial and sociocultural conditions on the competitiveness of the service company and their influence on the development of the service sector, and

3) can use the principles for a sustainable development within the innovation of the service sector. Subject Field: The Service Company Business Economics The objective is that the student 1) can evaluate the influence that cost components and market conditions have on the situation of the company and how these components and conditions are to be included in economic calculations, including price calculations, 2) can analyze the companys situation on the basis of the annual accounts, 3) can draw up profit, liquidity and balance budgets as well as carry out budget follow-up, 4) can use simple methods for evaluation of investments, and 5) can evaluate various financing concepts and make suggestions for choice of financing. Service Theory The objective is that the student 1) can evaluate the correlation between the service philosophy, service concept and service delivery system, 2) can identify relevant development tendencies for the company based on an analysis of the companys service philosophy and its surroundings, and 3) can evaluate service management systems and their use and importance for obtaining competitive advantages in the company. Trade Knowledge The objective is that the student 1) has knowledge of relevant trades within industrial and holiday tourism as well as hotel and holiday and other service trades, their structure, development and organization and possible mutual correlation, 2) has knowledge of the supply and demand structure of the trades, their most essential markets and production categories, and 3) can use the terminology and concepts of the trades. Law

The objective is that the student 1) has knowledge of the legislation specifically governing the conditions in service companies, 2) has knowledge of the provisions of the Danish Sale of Goods Act and the Danish Marketing Act as well as rules of employment law, and 3) can evaluate the relevant legislation in relation to the decisions made by the company. Subject Field: The Organization Organizational Principles The objective is that the student 1) has knowledge of rele vant organizational principles and models, 2) can evaluate the correlation between organizational development, corporate culture and the companys basic values, its service concept and strategy, and 3) can draw up plans for the internal marketing of the service company. Management and Human Resource Development The objective is that the student 1) has knowledge of relevant management theories and concepts, 2) can evaluate the management, communication and decision- making processes of the service company, and 3) can use relevant methods for developing human resources. Working Environment The objective is that the student 1) can analyze conditions concerning the physical and psychical working environment, and 2) can draw up plans for improving the working environment. Project Management The objective is that the student 1) can evaluate the importance of the project organization in the company,

2) can apply simple methods and tools for planning, managing and implementing projects in the company, and 3) can draw up project plans. Subject Field: Planning Strategic Planning The objective is that the student 1) can draw up strategic, tactical and operational plans, and 2) can evaluate the strategic dependence of the service company on other companies, including the importance of forming part of network relations. Quality The objective is that the student 1) can analyze connections between service concept, service package, service delivery system and quality experience, 2) can evaluate quality development concepts as a means to control the service quality on the basis of a knowledge of service concept, the companys cost structure and market, and 3) can evaluate the quality concept as a means to improve the quality based on development of the human resources. Marketing The objective is that the student 1) has knowledge of market analysis methods and can evaluate their relevance in relation to the need for information, 2) can interpret market analysis results and use the results in the planning of the marketing, 3) can evaluate the internal and external factors influencing the companys marketing and use the knowledge of this in the planning of the marketing, 4) can draw up a marketing plan for the service company, and 5) can evaluate the effect of the marketing. Innovation The objective is that the student

1) can evaluate the innovation process, its phases and method on the basis of general understanding of the companys strategy and role in the overall value chain, 2) can evaluate the corporate culture and the importance of the organizational structure for the innovation process and creativity in performing the task, and 3) can draw up plans for implementation of minor innovation projects in the company. Subject Field: Communication English The objective is that the student 1) can communicate correctly both orally and in writing, among other things in relation to the customers and by using relevant technical terminology, 2) has knowledge of the interaction between culture, society, trade and language, and 3) can read, understand, comment on as well as put texts relating to society, culture and trade into perspective. Second Foreign Language The objective is that the student 1) can communicate orally among other things in relation to the customers with a high degree of linguistic accuracy, 2) can prepare simple texts in writing, 3) has knowledge of the interaction between culture, society, trade and language, and 4) can read, understand and comment on as well as put texts relating to society, culture and trade into perspective. Cultural Understanding The objective is that the student 1) has knowledge of the elements that form part of the culture concept, 2) has knowledge of Danish culture in relation to other cultures and the development of the relations between these, 3) can apply the knowledge of cultures in connection with the overcoming of cultural barriers, partly in negotiations with representatives of other cultures, and partly in the delivery of service products for various product types, and

4) can apply the knowledge of cultures internally in the company in relation to the staff groups and by analyzing the corporate culture. Customer Relations The objective is that the student 1) can evaluate critical factors in customer service and personal sales based on a general understanding of the company and the mutual dependence in the service delivery system, 2) can apply relevant methods in the interactive marketing to create agreement between the expectations of the customer and the service experience based on an understanding of the companys basic values, concept and quality level, 3) can analyze psychological factors and their importance for the interaction between the companys employees and customers on consumer as well as producer markets by uncovering customer needs and in relation to sales and delivery of services, and 4) can make suggestions for improvements of the customer relations of the service company. Subject Field: Technology Internal and External Information and Communication Systems The objective is that the student 1) has knowledge of the integration between internal and external IT systems, 2) can apply IT in the companys overall planning, operation, development, sales and other external relations, and 3) can evaluate the connection between set-up and development of IT systems and the relating development of the organization and the procedures.