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Short Course inIntelligent Management for the Tourism Industry

Curriculum

New Reality for The Tourism Industry

Hour SESSION 1
09:00 Tour in UCAM + Introduction to tourism system
11:30 BREAK
12:00 Basic tourism principles. Tourism supply: services, products & destinations
13:30 LUNCH
17:00 -
20:00 Murcia: Cultural Tour
Hour SESSION 2
09:00 Launching your start-up
11:30 BREAK
12:00 Developing the opportunity
13:30 LUNCH
Hour SESSION 3
09:00 International tourism scenario
11:30 BREAK
12:00 Current tourism overview. Why is tourism so important? Study case & discussion
13:30 LUNCH
Hour SESSION 4
09:00 Tomorrow´s tourism: Perspectives and tourism towards 2030. International tourism trends; ICTs, demographic changes, increased mobility
11:30 BREAK
12:00 Global tourism risks and challenges: climate change and sustainability, safety, new economic order. Study case and discussion
13:30 LUNCH
Hour SESSION 5
09:00 -
14:00 Company Visit I

Innovation Management in The Tourism Sector

Hour SESSION 1
09:00 Introduction to innovation: Innovation. Concept and types. Innovation management
11:30 BREAK
12:00 Current trends of innovation in Tourism. Case study & discussion
14:00 LUNCH
Hour SESSION 2
09:00 Innovation applied to tourism business models introduction. Innovation within a tourism company: Generating business models in tourism. Creating value propositions in tourism companies
11:30 BREAK
12:00 Tourism services based on IT innovation and shared economy. Developing new value propositions based on apps, gaming an VR. Sustainable tourism and green innovation. Introducing smart destinations. Case study and discussions
14:00 LUNCH
Hour SESSION 3
09:00 Innovation and creativity applied the generation of values: creative process creative solutions
11:00 BREAK
12:00 Stage/phases of creative solution: system & interpretation of heritage Tourism and creative industries. Case study and discussion
14:00 LUNCH
Hour SESSION 4
09:00 Big Data applied to tourism & marketing. What is Big Data? Datification The Value data of Big Data examples and success stories
11:00 BREAK
12:00 Big Data Visualization, Big Data changes, Big Data & marketing: trends & opportunities. Big Data & tourism: a case of study
14:00 LUNCH
Hour SESSION 5
09:00 -
14:00 Company Visit I

Positioning, Branding and Marketing Strategies for The Tourism Industy

Hour SESSION 1
09:00 Characteristics of tourism marketing: Introduction to marketing in the tourism industry. Understanding the marketplace and the customer needs
11:00 BREAK
11:30 Characteristics of tourism marketing: Introduction to marketing in the tourism industry. Understanding the marketplace and the customer needs
14:00 LUNCH
Hour SESSION 2
09:00 Strategic marketing planning: Key aspects of strategic planning. The role of marketing in the strategic planning
11:00 BREAK
11:30 Strategic planning challenge in the tourism industry. Case study & discussion
13:30 LUNCH
Hour SESSION 3
09:00 Positioning and Branding in the tourism industry: Tourism destination image
11:00 BREAK
11:30 Positioning & branding in the age of social media. Branding of destination and tourism products. Case study & discussion
14:00 LUNCH
Hour SESSION 4
09:00 Managing tourism marketing: Steps in developing an effective tourism marketing strategy. Marketing mix for the tourism industry
11:00 BREAK
11:30 Online marketing: new approaches to build customer relationships. Case study & discussion
14:00 LUNCH
Hour SESSION 5
09:00 -
14:00 Graduation Ceremony, Farewell Event

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