Masters en Gestión Estratégica de Empresas Turísticas
E-TOURISM: MARKETING AND SALES STRATEGIES
PRESENTATION
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Programme
Introduction to e-Tourism
Managerial skills
Strategic Management
Customer acquisition and retention in e-Tourism
Financial-Economic Management
E-marketing in e-Tourism
Research Project
60 European credits
Term Time:
October 2010 to June 2011.
Master’s Final Project:
until September 2011.
Timetable: Monday, Wednesday and Thursday from 18.00 to 21.00h.
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Technology and Tourism are, at present and in the context of the globalization of the world economy, two of the fastest growing sectors.
This trend is creating an unprecedented opportunity for the development of enterprises, institutions and tourist destinations, as well as a growing demand for trained professionals in both fields of knowledge.
Tourism organizations today face a challenge of incorporating new information and communication technologies in the development of new models of management and marketing to strengthen their competitiveness.
The challenge of e-Tourism consists of combining the "traditional" marketing techniques with the most advanced marketing solutions which new technologies bring, among which the Internet plays a major role.
The Official Master in Strategic Management of Tourism Business in e-Tourism: Marketing and Sales Strategies will allow professionals to have the key skills needed to influence the technological development of the company with a suitable strategic approach to the reality of the sector and to the evolutionary trends of the society at large. |
WHY TO STUDY THIS MASTER?
- • The e-marketing is a constantly expanding business with a growing demand for professionals capable of implementing it in the field of tourism enterprises, and this is the only master on the subject in the Spanish state.
• It counts on the collaboration of leading professionals in the tourism industry in the field of e-Tourism.
• Students have a personal follow-up of their Master's Final Project, emphasizing their Business Plans for their factual implementation by the students, and have the opportunity to submit these Business Plans to the Entrepreneurs Awards of the Espuña Gaspar Foundation- CETT.
• The cultural diversity of the students in the master, allows a rich professional exchange and an overview of the group participants.
• CETT has a close relationship with the business and institutional sector of tourism and offers its students a strong Labour Exchange providing an immediate job placement.
• This is an Official Master of the University of Barcelona valid throughout the European territory.
OBJECTIVES
Providing students with the necessary knowledge and skills to be able to:
- PLAN the introduction of the new tools of e-Tourism with the aim of improving the complete management of the company, both in the field of internal management and in its relations with the environment.
- DEVELOP a global and strategic vision of the management tools and marketing resulting from the new Internet age in order to improve the competitiveness of their businesses or tourism destinations.
- DISCOVER new ways of marketing and customer retention through the Internet and implement them in the sale of products, services and tourism destinations.
- LEAD projects and business ventures, both in the traditional field and in e-Tourism.
- DEVELOP key skills for 21st century managers, covering from leadership to the ability of making complex decisions, not to mention the teamwork and multicultural adaptation
PROFILE.
- • BACHELORS of Economics, Market Research, Communication.
• ENGINEERS in Telecommunications.
• DIPLOMA in Tourism and Business.
• TECHNICIANS in Business and Tourist Activities.
• BACHELORS AND DIPLOMA GRADUATES with minimum professional experience in the field of tourism, business and / or technology.
• TOURISM PROFESSIONALS who want to develop projects and / or enhance their present business by focusing on the use of the e-Tourism tools.
• OTHER PROFESSIONAL PROFILES, subject to approval by the Director of the Master.
PROGRAMME
SEMESTER 1: OCTOBER 09 / FEBRUARY 10
SEMESTER 2: FEBRUARY 10 / JUNE 10
DEADLINE FOR THE PROJECT SEPTEMBER 10
Module 1 . e-Tourism
This module aims to bring the student nearer to the various changes that have occurred in the area of the sector due to the implementation and development of new technologies applied to the tourism business, especially the Internet and everything that has led to the creation, development, implementation and monitoring of business strategies designed for this purpose.
The subjects covered by this module are:
1. Introduction to e-Tourism
2. Management tools of e-Tourism
10 ECTS
Module 2. Competences of the Strategic Management
Management Skills
From a holistic view of people’s management as a key factor to the success of organizations, this subject aims to sensitize and empower the future leaders of the need to address and manage the human factor from the start of the relationship during their career in the company and at the end of it. Similarly, the basis for identifying the necessary management skills to lead the team in meeting objectives will be laid.
The topics covered by this subject are:
1. Keys for professional success in the tourism business and services
2. Managing and leading competences
3. Promotion of management to be implemented in tourism organizations
Strategic Management
With the Strategic Management subject it is intended for students to acquire the knowledge to manage the organization under an approach to incorporate the latest trends in the field.
It will introduce the student to the key actions to undertake the performance of the required strategic analysis required, leading to a diagnosis of both the internal and external situation of the company. The different strategies will be considered, which depending on the circumstances, the company may take to achieve the desired objectives.
The topics covered by the subject are:
1. Analysis of a business situation
2. Strategic Formulation
3. Strategy monitoring and implementing
Financial-Economic Management
This module will provide the student with the skills to analyze the situation of the company from and economic-financial point of view, and so allowing the students to set operating budgets, getting to know the costs of the services provided, evaluating different possible investment decisions, etc..
The subjects covered by this subject are:
1. Financial-Economic Analysis
2. Financial-Economic Management
10 ECTS
Module 3. Customer Acquisition and Retention in e-Tourism
This module intends to make the student aware about the various tools, which from the “on line” field, we can use to achieve customer acquisition and retention in tourism
In this sense, the contents to be develop focus on:
• Interactive Marketing
• Web creation, design, etc...
• Site Promotion: positioning in search engines, etc.
• CRM: Customer Management Strategies
• Web 2.0: RSS, blogs, podcast, etc.
• Strategies for Internet communication: e-mail marketing, online advertising, etc…
This module is made up by the following subjects:
1. Relational Marketing and retention programmes
2. Web design and promotion
10 ECTS
Module 4. Electronic Marketing in e-Tourism
This module aims to deal in depth with the tools that the “on line” field allows for the marketing of tourism products and services. Likewise, we will count on several companies in the sector which will illustrate us with their respective cases and realities based on this background.
In this sense, the contents to be developed focus on:
• New marketing channels
• IDS, DSP
• Agencies and virtual travel portals, etc..,
The subjects that cover this module are:
1. Reservation and Payment Systems
2. On- line marketing
10 ECTS
Master’s Final Research
From the second semester of the course, students can either begin to develop their collaboration period in specialized businesses, or their research project. At any time and to its completion (maximum allowable date for these activities to September 2009), the student has a personalized monitoring under the assignment of a tutor for research.
10 ECTS
METHODOLOGY
The learning model used in this Master of Strategic Management of Tourism Business is designed by different blocks which provide students with professional skills to become managers of each one of the lines of specialization which make up the Master.
The School of Hospitality and Tourism CETT-UB is committed to the new paradigm of competence-based training, according to the new model of the European Higher Education Area. We have a learning model whose learning objectives, content, training methods and assessment systems are based on the development of competencies considered essential, according to our experience and our industry needs.
The continued involvement of students in classes, their constant provocation by reflection exercises and the resolution of practical work provides students with the necessary skills for their career success in each of the specialities.
The Master is set to face theoretical-practical workshops, which will develop the different modules designed. Some of these sessions will be conducted to share experiences of students in the three specialities because of the cross-cutting component of their nature. Through these sessions, the group will get enriched through the exchange of the different views that can be generated under the three areas of specialisation.
Likewise, simulation exercises and “role-playing” will be performed "to acquire skills that they will later implement in tourism enterprises as managers of Quality and Environmental Systems, the Human Resources area, Marketing or Sales.
The participation throughout the master of the best companies and leading organizations for excellence in management will provide varied and enriching viewpoints to the students with unique and innovative practice.
OUTDOOR TRAINING
The "Outdoor Training" activities are actions in which formative experiences make an important part of the learning model serving to enhance multiple skills among professionals such as creativity, leadership, strategy, teamwork, negotiation, resource management, work in critical situations, adaptation to change, productivity improvement and ultimately continuous improvement.
ASSESSMENT
In order to ensure a successful learning model, the Master in Strategic Management of Tourism Business provides students with the possibility to develop their skills through a formative assessment programme based on the rules of official master programmes of the University of Barcelona adopted for the self-learning quality and development, prioritizing the criteria for continuous assessment, during the different modules.
The assessment of the student's learning is made out of continuous follow-up by different teachers in reference to:
• the performance of written evidence
• carrying out practical activities on cases presented in class
• the synthesis and analysis of the reading of books pointed out by teachers to broaden the student's knowledge on some subjects of the modules
• the participation in the classroom with the implementation of real cases and role-playing
• customized tutoring S
CAREER POSSIBILITIES
The professional career possibilities that the participants of this master can apply for focus on positions and functions to be developed in the following departments of enterprises, institutions and tourist destinations:
• Marketing Department
• Communication Department
• Sales Department
• “E-Business” Department
• Department of Electronic Marketing
Moreover, they can also become "consultants" or set up their own business, as "entrepreneurs" within the tourism sector.
