Dr. Marina AlcoverAcademic director focused on measurable results and operational excellence in maritime education. Integrates IMO/STCW regulations and ISO 21001/9001 f
Masters · 1600 h · 11 modules
Master's in Commercial Cruise Management
This program offers you a comprehensive and expert overview of the cruise industry, from strategic planning to daily operations. You will learn to master revenue management, marketing, customer experience, and logistics…
Duration1600 h
FormatOnline
Starts7 December
Places20 / 20
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Programme overview
What is the Master’s in Commercial Cruise Management?
The Master in Commercial Cruise Management
This program offers you a comprehensive and expert overview of the cruise industry, from strategic planning to daily operations. You will learn to master revenue management, marketing, customer experience, and logistics, acquiring the skills necessary to lead in a constantly evolving market. This program empowers you to optimize profitability, improve customer satisfaction, and ensure the sustainability of cruise operations.
Differential Advantages
- Practical Approach: Real-world case studies and management simulations to apply knowledge.
- Networking: Access to a network of professionals and experts in the cruise industry.
- Leadership Skills Development: Team management, decision-making, and effective communication.
- Global Market Knowledge: Analysis of trends, destinations, and customer profiles.
- Flexibility: Online format with the option of professional internships at leading companies in the sector.
Programme type
Master's Degree
Study mode
Online
Duration
1,600 hours
Modules
11
Start date
07-12-2026
Programme highlights
- Management Strategies: Master the keys to resource optimization and profitability in the cruise industry.
- Shipping Operations: Delve into logistics, safety, and regulatory compliance specific to the sector.
- Customer Experience: Learn to design and manage unforgettable experiences that drive customer loyalty and brand recognition.
- Marketing and Sales: Develop effective strategies for customer acquisition and destination promotion.
- Sustainability and Social Responsibility: Integrates environmentally friendly and ethical practices for the responsible development of the business.
- Boost your career in cruise management and become an industry leader.
Curriculum
Programme Structure
The programme is structured in 11 modules, listed below in order of study.
01
The commercial cruise industry and shipping business models
- Historical evolution, current structure and perspectives of the global cruise market
- Demand segmentation: Contemporary, luxury, niche, expedition and river cruises
- Analysis of large corporations shipping companies and their multi-brand portfolio strategies
- Geopolitics of the seas, global tourist routes and seasonality of the fleet
- International regulatory framework: IMO Conventions (SOLAS, MARPOL, STCW) and MLC 2006
- Models of ownership, leasing, chartering and passenger ship management
- Cost structure of a commercial cruise: CAPEX, OPEX and costs per available bed
- Economic impact of cruise tourism on regional and local economies
- Trends in the design of megacruisers, hypercruisers and high-end expedition ships
- Comprehensive Dashboard and Key Performance Indicators (KPIs) in the Management Shipping Company
02
Hotel Operations Management on board (Hotel Operations Management)
- Organisational structure of the hotel department on board
- Management of accommodation service, housekeeping and quality standards in cabins
- Food and Beverage Operation (F&B): Centralized kitchen, restaurants and bars
- On-board provisioning, storage logistics and warehouse management
- Food safety and hygiene regulations on board: USPH and VSP protocols
- Show planning, entertainment, sports and passenger animation
- Business concession management: Duty-Free stores, spa, photos and casino
- Customer Services (Guest Services), Reception and Concierge Address
- Internal service audits, brand standards control, and complaint management
- Innovation in the guest experience on board
03
Port Operations, Shipping Logistics and Turnaround Day
- Selection of base ports (homeports) and port infrastructure assessment
- Strategic Planning and Execution of the Boarding/Leading Conference (Turnaround Day)
- Logistics of reception, scanning, classification and mass distribution of baggage
- Access control, terminal management and PBIP code compliance (ISPS)
- Coordination of the land logistics chain: buses, transfers, taxis and passenger flows
- Massive supply of the ship (Bunkering & Provisioning) in record time
- Interface management with customs, migration and external health authorities
- Marketing, Operation and Logistics of Shore Excursions
- Consignment of Consignee Services, Stowage, Trailer and Mooring in Port
- Port contingency plans due to inclement weather or technical delays
04
Commercial marketing, distribution channels and cruise sales
- Branding strategies and positioning of cruise brands in global markets
- Buyer's purchase behaviour, customer profile and loyalty programmes
- B2B Distribution Strategy: Relationship with Travel Agencies, OTAs and Consolidators
- B2C direct sales strategy: web booking engines, phone channels and apps
- Trade marketing, training and commissioning strategies for travel agents
- Digital marketing, programmatic advertising, social networks and seasonal campaigns
- Marketing of the MICE segment and full charter of ships for events
- Corporate communication, public relations and brand reputation management
- Design of catalogues, visual sales tools and virtual reality experiences
- Preferred Supplier Agreements with agency networks
05
Revenue Management, prices and revenue maximisation on board
- Fundamentals of Revenue Management applied to the fixed capacity of the ship
- Reserve curves (Booking Curves), demand forecasting and buying habits
- Dynamic pricing strategies and rate optimisation by category
- Managing cabin inventory, allocation of quotas and oversold policies
- Early Booking Strategies vs Last Minute Clearance
- Key metrics: APD (Average Price Daily), RevPab (Revenue per Available Berth) and Net Yield
- Onboard Revenue Maximization of Income: Beverage Packages, WiFi and Dinners
- Payment and cross-selling strategies before and during boarding
- Dynamic Integrated Packages: Flight + Hotel + Transfer + Cruise (Fly-Cruise)
- Revenue Management Technological Systems and Commercial Data Analytics
06
Multicultural Human Resources Management and Maritime Work
- International Regulatory Framework of Sea at Sea: ILO 2006 MLC Convention
- Global Recruitment Strategies, Manning Agencies and Selection
- Managing massive templates and cultural diversity on board (over 60 nationalities)
- Compulsory training in maritime safety (STCW Convention) and service training
- Administration of maritime employment contracts, currency wages and boarding shifts
- Crew Welfare, Living Conditions, Staterooms and Social Areas
- Leadership, motivation and team management in confinement coexistence environments
- International Labour Relations, Marine Trade Unions (ITF) and Collective Agreements
- Occupational risk prevention on board, occupational health and ergonomics
- Policies of equality, diversity, inclusion and prevention of harassment on board
07
Financial management, nautical accounting and international taxation
- Analysis of financial statements and analytical accounting in cruise companies
- Budget control of hotel, entertainment, port and fuel operations
- Naval Financing: Capital Structures for the Construction of New Ships (NewBuilds)
- Choice of convenience halls, naval records and their tax frameworks
- International tax structuring, exemptions and port fees
- Financial risk coverage (hedging) for fuel prices (bunker) and currency
- On-board treasury, cash management, currency exchange and electronic payments
- Internal control, fraud prevention, and revenue audit on board
- Financial evaluation of profitability by itinerary, ship and season
- Valuation of naval assets, depreciation of ships and scrapping costs
08
Maritime safety, emergency management and health on board
- Application of the International Security Management Code (CGS Code / ISM Code)
- Organisation of the Emergency Command Centre on board and contingency plan
- Mandatory Emergency Drills for Passengers and Crew (Muster Drills)
- Management of the on-board hospital: equipment, medical personnel and telemedicine
- Prevention, containment and control of infectious outbreaks (norovirus, respiratory pathogens)
- Emergency Medical Evacuation Protocols (Medevac) on the high seas and in the port
- Mass control systems, emergency psychology and panic management
- On-board physical security, incident investigation and control of prohibited objects
- Legal assistance, liability insurance and P&I Clubs coverage
- Crisis communication, press management and social networks in the face of emergencies
09
Sustainability, energy transition and maritime environmental management
- IMO Environmental Regulatory Framework: MARPOL Convention and Applicable Annexes
- Cruise fleet decarbonisation strategies: 2030 and 2050 targets
- Clean propulsion technologies: LNG, green methanol, batteries and hydrogen
- Electrical Grounding (Cold Ironing / Onshore Power Supply) in Ports
- Advanced wastewater treatment (AWT) and ballast water management
- Circular economy on board: drastic reduction of plastics, recycling and garbage management
- Energy efficiency in air conditioning systems (HVAC), lighting and navigation
- Sustainable cruise tourism in vulnerable destinations (Arctic, Antarctica, Galapagos)
- ESG Strategies (Environmental, Social and Governance) and Sustainability Reports
- International environmental certifications and zero emission ship design
10
Entertainment, excursions and passenger experience
- Design of entertainment programmes
- Shows and production on board
- Activities for families and children
- shore excursions
- Relationship with local tour operators
- Loyalty programmes
- Passenger satisfaction management
- Attention to passengers with special needs
- Complaint management
- Customer experience indicators
11
Master’s Final Project in Commercial Cruise Management
- Conceptualization of the company or commercial cruise line and product definition
- Analysis of the competitive environment, market study and target customer profile
- Fleet Selection and Design: Vessel Capacity, Distribution of Spaces and Services
- Itinerary planning, base port selection, scales and technical feasibility
- Hotel operations plan, gastronomic proposal, entertainment and services on board
- Human Resources Strategy: Organisational Structure, Recruitment and Policy MLC 2006
- Marketing plan, marketing strategy, pricing, and model of Revenue Management
- Full Financial Plan: CAPEX Estimation, Opex, Income Statement and Profitability
- Environmental Sustainability Plan, Operational Risk Management and Regulatory Compliance
- Drafting of the Executive Project, Preparation of Memory and Oral Defence before the Court
Workload
Study Time and Workload
1600 hours of study, online and at your own pace. Move the slider to the hours a week you can really put in.
Hours a week8
Weeks to finish—
You finish around—
Who it is for
Tourism and hospitality professionals aspiring to leadership roles in the cruise industry.Graduates in Tourism, Business Administration, or related fields seeking to specialize in a sector with high demand for skilled professionals.Cruise line personnel wishing to advance to management and leadership positions within the company.Entrepreneurs interested in developing innovative businesses re
Faculty
Academic direction and faculty
The teaching team at Navalis: working professionals who deliver and oversee the institute's programmes.
Eng. Diego Cifuentes
Cap. Javier Abaroa (MCA)
Dr. Pau Ferrer
Dr. Nuria Llobregat
Eng. Javier Bañuls
Eng. Sofía Marquina
Eng. Tomás Riera
Verified reviews
Student Reviews
Reviews collected and verified by Opynio, not written by us.
Outcomes
Learning Outcomes
- 01Optimize the passenger experience
- 02Efficiently manage port operations
- 03Develop innovative marketing strategies
- 04Leading multidisciplinary teams in maritime environments
- 05Ensuring regulatory compliance and environmental sustainability
- 06Maximize profitability and operational efficiency
Careers
Career Opportunities
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02Cruise Operations Manager: Planning, coordination, and supervision of all operational activities on board and ashore.
03Cruise Product Manager: Design and development of attractive itineraries, onboard experiences, and tour packages.
04Cruise Sales and Marketing Manager: Development and implementation of strategies to increase occupancy and revenue.
05Cruise Hotel Director: Management of all aspects related to hospitality, accommodation, food and beverage, and onboard entertainment.
06Cruise Logistics and Procurement Specialist: Planning and management of the supply chain to ensure the efficient provision of all necessary resources.
07Cruise Consultant: Advising companies in the sector in areas such as management, Sustainability, innovation, and customer experience.
08Customer Experience Manager for Cruise Ships: Design and implementation of strategies to exceed passenger expectations and foster loyalty.
09Sustainability Manager for Cruise Ships: Development and implementation of sustainable practices to minimize the industry's environmental impact.
Questions
Entry Requirements
Cruise sector.
Yes. The itinerary includes ECDIS/Radar-ARPA/BRM with harbor, ocean, fog, storm, and SAR scenarios.
Online with live sessions; hybrid option for simulator/practical placements through agreements.
It focuses on commercial and marketing management within the cruise industry.
Recommended functional SMCP. We offer support materials for standard phraseology.
Yes, with a relevant degree or experience in maritime/port operations. The admissions interview will confirm suitability.
Optional (3–6 months) through Companies & Collaborations and the Alumni Network.
Simulator practice (rubrics), defeat plans, SOPs, checklists, micro-tests and applied TFM.
A degree from Navalis Magna Institute + operational portfolio (tracks, SOPs, reports and KPIs) useful for audits and employment.
Online admissions
Admissions Process
No waiting for a phone call. If your documents are complete, you can pay in the same session.
Entry requirements
```htmlAcademic/Professional Profile:Bachelor's/Undergraduate Degree in Tourism, Business Administration, Marketing, Communication or related field; or accredited professional experience in the tourism, hotel or cruise sector.Language Proficiency:Essential: Fluency in English (B2 or higher). Other languages (German, French, Italian) will be considered an asset.Documentation:Updated CV, copy of degree, academic transcript, ID/Passport, cover letter.Additional Skills:Experience in team management, communication skills, leadership skills, and customer focus will be consid
Questions?
Frequently Asked Questions
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