Collaborating entity: ENAE Business School
Number of credits: 60 ECTs
Mode: Online
Language(s) Taught in: English
Aimed at: University students and working professionals with a university degree that qualifies them to study a Master’s Degree in the field of tourism.
Aims: To train professionals in the different key areas of tourism, in decision-making and in the development of the main managerial skills related to the sector.
Modules:
Module 1.- Tourism economics (6 ECTs)
Introduction to Tourism Economics.
World Tourism Market: Supply and Demand conditions.
Data Sources and Global Tourism Statistics.
World Destinations’ Overview, Competitiveness and Sustainability.
Bibliographic references.
Module 2.- Financial Analysis and strategic accounting in the tourism industry (6 ECTs)
Financial statements analysis
Introduction to cost accounting
Cost Control models
Implementing the strategy: The balance scorecard
Module 3.- Cultural heritage (6 ECTs)
The management of cultural heritage: background and resources
General overview of cultural heritage
Political management of heritage: personal experience
Cultural heritage: from expenditure to investment
Public and private entities in the management of cultural heritage
Module 4.- Promotions and Marketing tourism destiny (6 ECTs)
Strategy and marketing plan.
Social media plan for tourism businesses.
SEO positioning and application in the tourism industry.
Payment campaigns for tourism businesses
Digital marketing tools.
Mobile Marketing, virtual reality and augmented reality apply to tourism.
Module 5.- Servuction and Tourism quality Management (6 ECTs)
The servuction (service + production) model
Introduction to quality management
Main theories of quality management
The cost of quality in hospitality and tourism companies
Instruments for continuous improvement of quality
Analysis, planning and quality control in the tourism companies
Module 6.- Development of sustainable tourism entrepreneurship (6 ECTs)
Business development and validation
Business growth and profitability
Module 7: Master’s Final Project (24 ECTs)