Photography from: Syllabus | Digital Tourism Marketing

Universidad de Barcelona


Specialization within Official Master in Business Tourism Management
Call for applications: October 2022


Our learning model is designed to facilitate your analysis and understanding of all aspects of business management through your active participation in classes, challenges and projects.

It is based on five pillars:

CBL This study methodology is based on challenge-based learning (CBL). During the course, you will have to respond to real challenges posed by teachers or organizations that are part of the CETT-UB partners network.

Thus, you will provide a concrete solution for a natural environment. Institutions such as Rusticae, Compass Group, Prezo, or Vilaplana, among others, have been part of the challenges to which our students have had to respond.

PBL With project-based learning (PBL), you will tackle transversal projects that respond to a real concrete problem in the tourism sector. In this way, you will develop collaboration, problem-solving, and critical thinking skills applied in a natural work environment.

You will visit different organizations and institutions of the sector in Barcelona. You will have the opportunity to learn and apply the concepts thanks to the exposure to real situations from their own managers.


The Master does not have final exams. Assessment is based on continuous monitoring by faculty and the program management and the resolution of individual or group written tests, and elaborating assignments throughout the course.

Specialization in Digital Tourism Marketing

Code Digital Tourism Marketing Credits
Required Subjects 18 ECTS
0590002 Economic and Financial Management 6
0590003 Strategic Management 3
0590026 Marketing Management in Tourism Companies 6
0590027 Management skills 3
Specialization electives 27 ECTS
0590029 Web page design 3
0590032 Social Media Management 3
0590005 Customer Loyalty and Loyalty Strategies 6
0590030 Web page development 6
0590014 Market Research Methodology 6
0590006 ROI-oriented web analytics in e-Commerce 3
Senior Capstone Project 15 ECTS
0590015 Masters dissertation 15


The Master's Capstone Project (MCP) (15 ECTS) is the completion of the Master's learning process, where the competencies you have acquired are reflected, as well as their application and development. It is a work of business and or academic application. According to your interests and professional motivations, you will expand some aspects of the chosen specialization.

To obtain this Master's degree, students must pass this integrative subject. Thus, the MCP is an instrument to train our students to analyze tourism problems and facts through research methods based on the identification and use of different variables. It is also an assessment tool for the Master's competencies with a globalizing perspective.

The MCP is individual. You will have to carry out your work under the supervision of a professor where you can choose between three typologies:

  • Applied research projects linked to the CETT-UB Research Groups.
  • Professional application projects proposed by companies and collaborating organizations.
  • Business plans to develop business ideas.

Each project is unique and requires a different approach and attention appropriate to its objectives and subject matter. Your tutor will set the guidelines to follow.

During your training period at CETT-UB, you will have the opportunity to do your internship in first-class companies and institutions, to apply and complement the knowledge acquired, and at the same time to promote the acquisition of skills that prepare them for the exercise of professional activities.

The internships have two modalities:

  • Curricular: linked to subjects of the program you are taking and that are part of its academic curriculum, therefore, mandatory.
  • Extracurricular: not included in the syllabus and are voluntary.

The internships are carried out through university-entrepreneur cooperation agreements and are supervised by expert subject professors.

CETT-UB will help you find the most suitable opportunities for your professional profile and your motivations among the more than 900 requests from companies we receive annually. Likewise, we will help you contact and accompany you in accessing the most attractive companies and institutions to your professional objectives.

As a differential feature to the market, the CETT-UB has its group of companies dedicated to training and offering quality hotel and tourism services so that you can apply this practical knowledge without leaving the Campus:

  • Hotel Alimara
  • Àgora Residence
  • Aula Restaurant
  • Summum Restaurant & Bar

For more information, visit the Career Services, contact us by email at, or you can also visit us on the second floor of the Campus.

At the end of this Master, you will obtain the following degree depending on the chosen specialty:

1) Official Degree University of Barcelona: University Master's Degree in Tourism Business Management. Specialization in:

  • Digital Tourism Marketing

BOE. Resolution of November 14, 2014, of the University of Barcelona, publishing the Master's Degree in Hotel and Restaurant Management syllabus.

*Obtained verification of the curriculum by the Council of Universities, following a report by the Agència per a la Qualitat del Sistema Universitari de Catalunya, as well as the authorization of the Autonomous Community of Catalonia, and established the official nature of the degree by agreement of the Council of Ministers of September 26, 2014 (published in BOE of October 18, 2014).

2) Degree from CETT, Barcelona School of Tourism, Hospitality & Gastronomy: University Master's Degree in Tourism Business Management, according to the chosen specialty.

3) Double or triple specialization: if you wish, the Official Master's Degree in Tourism Business Management offers you the possibility of taking the three specialties of the program, thus expanding your skills to adapt to the labor market.

Likewise, besides the University of Barcelona's official degree, you will obtain a diploma with the training you have completed, recognized by the sector for its academic and professional excellence.

RUCT Code: 4311520

This Master's Degree has been taught since 2014, being verified by the Catalan Agency for University Quality (AQU), the highest university quality body in Catalonia, a reason that gives this program a rigorous academic trajectory.