Intelligent Management for the Tourism Industry

  Course
Mode: On Campus
Language English
Duration 3 weeks, 60 contact hours
Fees €2,500 /student
Campus Murcia

Services provided:
1 Professor/tutor for free Professor/tutor for free
Accommodation (triple or double room upon availability)
Breakfast and lunch (excluded weekends)
Group airport transfer service (Alicante or Murcia San Javier)
Bus ticket (Murcia city)
Teaching materials
UCAM welcome pack - Murcia city center tour
Objetives
To know how to apply the acquired knowledge and to develop problem-solving skills in the fields of tourism marketing and innovation.
Acquire initiative and entrepreneurial spirit to launch projects related to innovation and marketing in the tourism sector.
Acquire skills through the teaching-learning process that allow students to continue their self-training in the fields of innovation and marketing.
WEEK 1 - NEW REALITY FOR TOURISM INDUSTRY
SCHEDULE
Session 1: Introduction to tourism system. Basic tourism principles Tourism supply: services, products and destinations Tourism demand: towards a new tourist? Case study and discussion
Session 2: International tourism scenario Current tourism overview Why tourism is so important? Case study and discussion  
Session 3: Tomorrow’s tourism nternational tourism trends; ICTs, demographic changes, mobility increasing Global tourism risks and challenges: climate change and sustainability, safety, new economic order Case study and discussion  
Session 5: Company Visit I        
WEEK 2 - INNOVATION MANAGEMENT IN THE TOURISM SECTOR
SCHEDULE
Sessión 1: Introduction to innovation Innovation. Concept and types. Innovation Management Current trends of innovation in Tourism Case study and discussion      
Session 2: Innovation applied to tourism business models Introduction. Innovation within a tourism company. Generating business models in tourism Creating value propositions in tourism companies Tourism services based on IT innovation and sharing economy Developing new value propositions based on apps, gaming and VR Sustainable tourism and green innovation Introducing smart destinations Case study and discussion
Sessión 3: Innovation and creativity applied to the generation of value Creative process Creative solutions Stages/phases of creative solution: Systems and interpretation of heritage Tourism and creative industries Case study and discussion      
Sessión 3: Innovation and creativity applied to the generation of value Creative process Creative solutions Stages/phases of creative solution: Systems and interpretation of heritage Tourism and creative industries Case study and discussion      
Sessión 4: Big Data applied to Tourism & Marketing What is Big Data? Datification The value of data Big Data examples and success stories Data Visualization in Big Data Big Data challenges Big data & marketing: trends and opportunities Big data & tourism: A case of study
Session 5: Company Visit II
WEEK 3 - POSITIONING, BRANDING AND MARKETING STRATEGIES FOR THE TOURISM INDUSTRY
SCHEDULE
Session 1: Characteristics of tourism marketing Introduction to marketing in the tourism industry Understanding the marketplace and the customer needs Building customer loyalty Case study and discussion
Session 2: Strategic marketing planning Key aspects of strategic planning The role of marketing in strategic planning Challenges of strategic planning in the tourism industry Case study and discussion
Session 3: Positioning and Branding in the tourism industry Tourism destination image Positioning and branding in the age of social media Branding of destination and tourism products Case study and discussion
Session 4: Managing tourism marketing Steps in developing an effective tourism marketing strategy Marketing Mix for the tourism industry Online marketing: new approaches to build customer relationships Case study and discussion
Session 5: Company Visit III        

Contact Us

International Admissions Office

 

(+34) 968 278 786

 

admissions@ucam.edu

 

international.ucam.edu

Teaching Staff