e-Tourism: Marketing strategies and online Commercialization Specialization within Official Master of Tourism Management

Modality: Presencial
Lasting: 1 course (60 ECTS)
Languages: Spanish


60 European Credits


  • Design and marketing of tourism services (9 ECTS):

  • Strategies for e-Commerce in Tourism (3 ECTS):

  • "E-Commerce" in tourism

  • Models of "e-Commerce": B2B, B2C, social shopping, ...

  • Online payment systems

  • Scorecard "e-Commerce"

  • Optimization and management of web presence (3 ECTS):

  • Plan "social media"

  • Strategies of "social media"

  • Tools "social media": Facebook, Twitter, Flickr, YouTube, Forusquare, "Social Trips"

  • Control and performance of the "social media"

  • Revenue management (3 ECTS):

  • Online Marketing: intermediation channels, integration with "off"

  • Tools of anticipation and demand forecasting (RMS, CRM, BI).

  • Management tools and optimization of application: CRS, PMS, ..

  • Pricing: on-line pricing strategies, dynamic pricing, social shopping, auctions, etc. ...)

  • Experiencie Consumer (6 ECTS):

  • Recruitment strategies and customer loyalty online (6 ECTS):

  • Main elements

  • SEO Services: SEO, SEM

  • Online Communication: eAdvertising, digital PR, Mobile MK, MK eMail

  • CRM and Contact Center: Basics, Client Management, Operations Management

  • ICT in Tourism (6 ECTS):

  • Web design and its influence on the e-Commerce (3 ECTS):

  • Key elements of web design

  • Usability and Navigability

  • Web Analytics

  • Site Audit

  • Web Analytics ROI-oriented e-Commerce (3 ECTS):

  • Basics of web analytics

  • Measuring as part of the strategy

  • Key indicators (KPI's) in web analytics

  • Measurement Tools

  • Practicum (6 ECTS):

The design of practical learning program to be followed by the student will be defined in terms of learning objectives, professional expectations of participants, type of company, level of development ... etc..

  • Research methodologies and techniques (6 ECTS):

  • Research Methodology (3 ECTS):

  • Basic Concepts

  • Research Plan

  • Quantitative Methodology

  • Qualitative Methodology

  • Application and research tools (3 ECTS):

  • Application of research in the "e-Commerce"

  • Research on line

  • Panels on line

  • Applied Statistics


  • Marketing Management (9 ECTS):

  • New digital business models

  • The value chain in the digital environment

  • Emprendedoría digital and digital business plan

  • Internet market research

  • Economic Management - Finance (3 ECTS):

  • Basics

  • Economic and Financial Analysis

  • The budget as a management tool

  • Practical Applications

  • Strategic Management (6 ECTS):

  • Contextualization

  • Marketing Strategies

  • Strategic decisions

  • Strategic scorecard


This course aims to train our students to analyze issues and events tour through the methods and research techniques appropriate in each case. It aims to initiate the student in research methodology so that you can successfully plan and develop research in some specific aspect of the field of "e-Tourism". Likewise, it also encourages the student to develop a business plan and / or develop application and transfer projects in companies or public entities in the tourism sector.