Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Universidad de Barcelona
Introduction
Introduction

Introduction

Specialization within Official Master in Development and Launch of Tourism Projects
Call for applications: October 2021
 

With the Specialization in Digital Transformation of Tourism Businesses and Experiences of the Official Master's Degree in Development and Launch of Tourism Projects, you will develop your digital intelligence and lead the technological transformation of the tourism sector.

At CETT-UB, we want to meet the challenges of the digital revolution in the tourism sector, the new customer typologies derived from it, and the need for sustainable development of the tourism sector. The market needs professionals capable of correct interpretation and implementation of technological possibilities and analyzing the data that technological advances provide.

Despite the crisis caused by Covid 19, once the health crisis is overcome, tourism will grow at an average of 3.3% per year until 2030. The sector needs qualified professionals to respond to tourism companies' innovation needs and design and offer tourism products and services aimed at digital and global consumers.

Are you passionate about new technologies, have a transformative spirit, and want to participate in the sustainable development of tourism?

The Digital Transformation of Tourism Businesses and Experiences specialization of the Official Master's Degree in Development and Launch of Tourism Projects will allow you to:

  • Know the tools to create and adapt tourism, hospitality, and gastronomic products and services based on the opportunities that the evolution of the tourism market offers you, mainly thanks to technological advances.
  • Acquire the necessary skills to manage digital transformation projects and tourism experiences.
  • Develop the essential professional skills in the integral digitization of tourism companies.
  • Learn the most used project management methodologies in the business environment, such as Waterfall, Lean, Agile, Kanban, and Scrum.
  • Create and launch new tourism products to the market.
  • Learn to use the main digital tools used by companies to create and adapt tourism, hotel, and gastronomic products and services.
  • Acquire the necessary skills to develop innovative experiences that help to redefine and improve the relationship with the customer thanks to new technologies.
  • Achieve a digital mindset beyond the technological tools themselves and apply their principles to the organization and management of teams and projects.
  • Additionally, you will be able to take more than one route and obtain a double or triple specialization. Our Guidance Team will explain all the details.
  • Find more reasons to study this Master's Degree.

Methodolgy and Assesment

The Master's Degree has its own learning system in which you will be the center of the learning process. You will learn thanks to your active participation in the classroom through learning by doing and interaction among students, or own methodologies such as CBL and PBL.

PARTNER CENTER

This program has the strategic collaboration of EURECAT, Technological Center of Catalonia, provider of innovative and differential technology to boost the technological competitiveness of companies.

With the Digital Transformation of Tourism Businesses and Experiences specialization of the Official Master's Degree in Development and Launch of Tourism Projects, you will acquire the skills and knowledge to prepare the companies that the digital revolution has transformed. You will contribute to successfully face their challenges in competitiveness, security, productivity, and sustainability.

WHY STUDY FOR THIS MASTER'S DEGREE?

TRANSFORM YOURSELF TO LEAD FOR CHANGE

  • You will learn the skills related to managing digital transformation projects and tourism experiences.
  • You will understand the competitive advantages provided by new technologies such as Big Data or digital analytics, among others, through the study of real projects with companies,
  • You will be able to identify the new technologies that are impacting the tourism business.
  • You will be able to design an appropriate technological strategy for developing tourism projects in the digital environment.
  • You will improve your soft skills for the leadership of tourism projects.
  • You will work on projects applying the best management methodologies that will help you to lead teams and drive them to success.
  • You will build tourism experiences in native digital environments to promote the transformation of the sector.

PROJECT MANAGEMENT AND LEADERSHIP IN TOURISM

  • You will develop the necessary skills for project management.
  • You will master the tools as well as the framework for their development and implementation.
  • You will learn to work using the most commonly used project management methodologies in the company (Waterfall, Lean, Agile, Kanban, Scrum, etc.).

BECOME AN ADVOCATE FOR CHANGE IN YOUR COMPANY OR ORGANIZATION

  • You will develop the key competencies to lead innovation and digital transformation processes in your organization or business.
  • You will generate new tourism products and experiences thanks to the digital mindset, with a complete vision of marketing, communication, and tourism consumers, which will allow you to connect people and generate high-impact tourism experiences.

CHOOSE A SECTOR WITH A FUTURE

  • The tourism industry represents one of the most important economic activities worldwide and accounts for 10% of the global GDP.
  • You will work in the new experience economy: you will generate unique, successful products and services, improve customer service processes, and generate a positive impact on consumers.

LEARN TO MAKE YOUR DREAMS COME TRUE

  • You will learn the methodologies and skills to make your project a reality: from productivity techniques, planning and management of critical moments to designing business models, prototyping tools, obtaining resources, digital marketing, among others.
  • You will be able to use CETT-UB's own companies as learning and experimentation laboratories for your ideas, projects, or prototypes, testing them to identify areas for improvement. CETT's own companies are Hotel Alimara, ÀGORA BCN International University Residence, CETT Consultors, Viatges Century, and Restaurante Summum.)

DO YOUR INTERNSHIP IN THE ENTREPRENEURIAL ECOSYSTEM

  • It is the only official Master's Degree in entrepreneurship or intrapreneurship in tourism companies and organizations in Spain. You will get a unique official degree, issued by the University of Barcelona and CETT, with international academic and professional recognition.
  • You will be able to carry out curricular or extracurricular internships in a tourism company or organization thanks to the more than 900 collaboration agreements with CETT-UB companies. You will choose the type of company and department, either a consolidated company or a startup in development, depending on your interests and needs (knowledge of new business models, exploring areas for improvement, applying innovative knowledge and techniques, etc.).
  • You will develop your ability to adapt to new environments and different problems, expand your network of professional contacts and, ultimately, grow as a professional and increase your chances of career advancement.

LEARN FROM THE BEST

  • You will learn with the help of local and international entrepreneurs and tourism companies, leaders in intrapreneurship management, disruptive and collaborative innovation, and self-managed teams.
  • You will gain access to the cutting edge of tourism marketing: the Master's includes an extensive program of company visits, talks by experts and industry professionals, and attendance at events that will allow you to experience the tourism industry firsthand: you will collaborate on projects with companies in the tourism sector, discover the latest trends in digital marketing, innovation, and sustainability.
  • You will visit tourism trade fairs such as IBTM, Smart Tourism Congress CETT Barcelona, 4YFN, Mobile World Congress, or B-Travel.
  • A faculty with a recognized and sound professional background in entrepreneurship, with projects based on strategies for generating impactful experiences, digital marketing, and tourism innovation.

CREATE A SOLID NETWORK OF RESOURCES AND CONTACTS TO BOOST YOUR CAREER

  • You will be part of CETT-UB and the University of Barcelona's entrepreneurial ecosystem that will allow you to enrich yourself with experiences and learning of high impact and value for your personal and professional development.
  • You will have access to contacts, resources, and ideas from the entrepreneurial field that will accelerate your growth.
  • You will be able to pitch your project or business idea to the CETT Entrepreneur Awards, which can facilitate the support of CETT's mentoring team, made up of professionals and entrepreneurs of reference in the sector.

LEARN ACTIVELY BY SOLVING THE CHALLENGES OF THE INDUSTRY

  • Thanks to CBL or Challenge Based Learning, you will actively participate in open learning experiences. With this methodology, you will tackle real or simulated problems, discover and test different options, and interact with other students to find and define the best solution or business plan.

What do CETT master's students think?

Ilaria Coribello
I chose this master's degree because of its practical approach
Ilaria Coribello
Master of Tourism Innovation Management, Tourism Management of Natural and Cultural Heritage Specialization
Julia Llebaria Mas
Due to the current scenario of uncertainty, the best decision was to bet on training and what better center than CETT.
Julia Llebaria Mas
Official Master in Business Tourism Management

WHAT OBJECTIVES WILL YOU ACHIEVE WITH THE DIGITAL TRANSFORMATION OF TOURISM BUSINESSES AND EXPERIENCIES SPECIALIZATION?

The main objective of the Digital Transformation of Tourism Businesses and Experiences specialization is to provide you with the knowledge and tools necessary to work in competitive environments characterized by innovation, technological evolution, digital transformation, and the dynamics inherent to globalization and sustainability.

The specific objectives of the specialization are:

  1. To know the tools and build the necessary knowledge for creating and adapting products and services based on the opportunities that the evolution of the tourism market offers, mainly thanks to technological advances.
  2. To develop the necessary skills for project management, learn to work using the most commonly used project management methodologies (Waterfall, Lean, Agile, Kanban, Scrum, etc.) and master the instruments and tools for their development and implementation.
  3. To acquire the necessary skills for the definition of customer relationship systems that optimize the value provided by the company through the development of innovative experiences.
  4. To develop the professional skills necessary for active participation in the integral digitalization of the company, which implies the revision of its business model, the processes associated with it, and the aspects of cultural adaptation of the organization.

WHAT COMPETENCES WILL YOU ACQUIRE WITH THE DIGITAL TRANSFORMATION OF TOURISM BUSINESSES AND EXPERIENCIES SPECIALIZATION?

The general competencies you will develop are:

  • Develop a strategic vision of the tourism company that helps generate and identify market opportunities linked to innovation in product, process, or business model, both nationally and internationally.
  • Prepare the business plan of a tourism project.
  • Know and analyze the structure of the economic-financial statements of the company, assessing its viability and making future forecasts of its development.
  • Design and implement strategic and operative marketing and communication plans for the market launch of new tourism projects.
  • Organize and plan the development and launching of tourism projects.
  • Specify and anticipate activities oriented to specific results and establish mechanisms to evaluate their achievement.
  • Know how to use the appropriate technological applications for market research, analytics, and metrics in digital environments to achieve the business strategy's goals.
  • Identify new technologies that impact the tourism business and formulate the appropriate technological strategy for developing tourism projects in the digital environment.
  • Evaluate and predict behaviors and trends in different types of tourism markets and consumers.

Other_

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master
Fòrum Gatronómic
Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Centro de recursos

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Recepción

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Aulas

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Aulas

COURSE OVERVIEW

In the first part, the program focuses on a set of subjects related to the management of tourism projects, delving into marketing, finance, or innovation strategies of this type of project.

Specialization in the Digital Transformation of Tourism Businesses and Experiences

This specialization will help you develop competencies related to the management of digital transformation projects and tourism experiences and competencies associated with managing change and improve your skills linked to the leadership of tourism projects.

Thanks to subjects such as Technology and Digital Transformation, Digital Platform Development, and Digital Analytics and Big Data in Projects, among others, you will be able to delve into the study of real company projects. You will understand how they lead the market and the competitive advantage of the mastery of new technologies.

itinerario del master con sus especialidades

DURATION
The Official Master's Degree curriculum has a duration of one academic year equivalent to one year.

This Master's is aimed at professionals and university graduates who want to develop their digital intelligence and improve their competencies and management skills to lead digital transformation processes and tourism experiences in the tourism industry framework and gastronomic sector.

Specifically, these profiles are:

Professionals

People with knowledge of the tourism sector wishing to acquire the digital skills necessary to cope with the changes that new technologies are causing and become the future leaders of the sector's transformation.

University graduates

People with a university degree who see in the digital transformation of the tourism sector an opportunity to develop and grow professionally, acquiring a deep knowledge of the new emerging technologies and their applications.

Masters 2020

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Jardín

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master
Aulas
Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Aulas

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Aulas

Photography from: Master in  Digital Transformation of Companies  | CETT-UB | Official Master

Pasillo

After finishing your studies, you will be able to work in the following areas:

  • Startups in the tourism sector or that will provide services to the tourism sector.
  • Technology-based companies that provide services to companies in the tourism industry.
  • Tourist products and services design companies.
  • Intermediation companies (travel agencies, wholesalers, retailers, reservation centers...)
  • Tourist accommodations (hotels, rural hotels, spas, Paradores...)
  • Recreational and cultural companies (theme parks, shows, museums...)
  • Catering companies (restaurant chains, ...)
  • Transportation companies (airlines, maritime passenger transportation...)
Cuales son los ámbitos laborales del master de restauración y hoteleria

CAREER PROSPECTS

The main professional opportunities for our students of this Master's degree are:

  • Tourism project manager in corporate, global, and digital innovation environments.
  • Project Manager of digital transformation in tourism organizations and companies.
  • Designer of digital tourism products and services.
  • Manager of Digital Marketing projects in tourism.
  • Technology transfer management positions.
  • Tourism consumer experience designer.
  • Collaboration positions in multidisciplinary teams for the development of websites and digital platforms for tourism applications.
  • Tourism entrepreneur.
  • Tourism intrapreneur.
  • Self-employed professionals in sectors linked to innovation in tourism.

What our alumni says

Isabel Baez
Isabel Baez
SEA Manager Central Europe at AccorHotels (Paris)
Jordi Noguera
Jordi Noguera
Executive Chef & Co-owner, Foc Restaurant (Singapore)
Natalia Mateu
Natalia Mateu
Project Management Office, The Sydney Opera House (Sydney)