European Master + PG in Innovation &
Tourism Marketing
Mode
On Campus
ECTS Credit
60 ECTS
Tuition Fees
9000 Euro/year (incl. Europe trip)
Duration
10 months
+ 6 months
European Master
Campus
Mumbai
Why study Innovation and Tourism Marketing with us?
- European faculty teaching on-campus in Mumbai
- Weekly online classes with European professors
- Networking and career opportunities
- Travel to Spain to live a cultural and academic experience
- Visits to international companies
- Marketing, communication, and branding strategies for tourism projects
- Integrating knowledge across tourism sectors
- Applying innovative methods to meet organizational needs
- Leadership in multicultural settings
- Fostering collaboration and effective communication in diverse teams
- Incorporating sustainability and social responsibility into tourism
- Preparing leaders for the booming tourism sector
European Master + PG Certificate
Welcome to the European Master + PG Certificate in Innovation and Tourism Marketing at UCAM Mumbai Campus, where academic excellence merges seamlessly with the dynamic global tourism landscape to create an unparalleled educational journey. Our programme is thoughtfully designed to equip aspiring professionals with the strategic insights and innovative skills required to thrive in the ever-evolving fields of tourism marketing and management. With a dual-phase approach—beginning with the PG Certificate in Innovation and Tourism Marketing and culminating in the European Master in Innovation and Tourism Marketing—we provide an enriching pathway for academic growth and professional success.
Key Skills
- Advanced Competence in Strategic Marketing: Master cutting-edge tourism marketing strategies by integrating innovation and creativity to develop attractive value propositions, increase brand recognition, and foster strong customer loyalty initiatives.
- Expertise in Innovation and Technology: Acquire proficiency in applying new technologies such as Artificial Intelligence (AI), Big Data, the Internet of Things (IoT), and Augmented Reality (AR) to enhance the value, efficiency, and competitiveness of tourism businesses.
- Leadership and Management Skills: Develop the ability to lead diverse teams, manage complex tourism projects, and achieve successful outcomes that align with market demands and constantly evolving global trends.
- Mastery of Digital Transformation: Learn to leverage digital tools and platforms to innovate and improve tourism management and marketing strategies, optimising processes through effective digital transformation management.
- Professional Advancement and Global Opportunities: Gain internationally recognised knowledge and credentials to assume leadership roles in tourism marketing and management, enhancing your employability and career prospects in the dynamic global tourism sector.
- Commitment to Sustainable Tourism: Learn to integrate sustainable practices and green innovation into tourism strategies, contributing to responsible tourism growth and meeting the increasing demand for ethical and sustainable travel options.
Program Objectives
- Design and Implement Innovative Tourism Marketing Strategies: Develop advanced marketing strategies that integrate innovation and align with the objectives of tourism businesses to effectively attract, engage, and retain customers.
- Lead and Manage Digital Transformation Initiatives: Utilize digital marketing channels and tools such as AI applications, Customer Relationship Management (CRM) systems, mobile technologies, and augmented reality to create engaging and personalized experiences for tourism customers.
- Drive Business Growth through Innovation: Apply creative thinking and innovative methods to enhance tourism business models, develop differentiated value propositions, and adapt to changing market conditions.
- Promote Sustainable and Ethical Tourism Practices: Foster the development of sustainable tourism practices by integrating green innovation strategies, contributing to responsible tourism growth and aligning with global sustainability goals.
- Apply Advanced Technologies in Tourism Management: Effectively manage and implement AI-driven projects, leverage Big Data analytics, IoT devices, and digital tools to optimize tourism operations and improve decision-making processes.
- Enhance Customer Engagement and Loyalty: Utilize relationship marketing and customer experience strategies, supported by CRM systems and data analytics, to build strong customer relationships and increase loyalty.
- Lead and Inspire Teams: Develop leadership skills necessary to manage diverse teams, inspire innovation, and successfully carry out complex tourism projects that meet organizational objectives.
Analyze and Respond to Market Trends: Critically evaluate consumer behavior, market trends, and competitive landscapes to identify opportunities and make informed strategic decisions that enhance competitiveness in the global tourism industry.
Student profile
- Tourism Industry Professionals: Managers and executives seeking to enhance their skills in innovation, technological application, and strategic marketing to maintain competitive advantages and effectively lead their organizations in the tourism sector.
- Entrepreneurs and Business Owners: Individuals running tourism enterprises who wish to implement effective marketing and innovation strategies to differentiate their products and services in a saturated market.
- Professionals Transitioning into Tourism: People aspiring to enter the tourism sector equipped with comprehensive knowledge of innovation management, digital tools, and advanced marketing strategies specific to tourism.
- Recent Graduates and Early Career Professionals: University graduates from various disciplines looking to specialize in tourism marketing, innovation, and management to boost their career prospects in the international tourism market.
- Marketing, Sales, and IT Professionals: Individuals in sales, marketing, or information technology roles who desire specialized knowledge in tourism and digital marketing tools to develop targeted campaigns and innovative technological solutions centered on customer experience.
- Sustainability Enthusiasts: Professionals passionate about sustainable tourism development who seek to incorporate green innovation strategies into business practices and contribute to the responsible growth of the tourism industry.
Career Opportunities
Unlock a world of possibilities with the European Master in Innovation and Tourism Marketing. This programme equips you with advanced skills in innovation, strategic marketing, and digital technologies, preparing you for leadership roles in the dynamic tourism and hospitality industry.
- Tourism Marketing Manager: Lead innovative marketing strategies to attract visitors and elevate brand recognition for tourism businesses and destinations.
- Digital Marketing Specialist: Utilize digital channels like social media, content marketing, and SEO to promote tourism services to a global audience effectively.
- Innovation Manager: Drive the adoption of new technologies and creative solutions within tourism organizations to enhance competitiveness and customer satisfaction.
- Destination Manager: Oversee the development and marketing of tourism destinations, improving visitor experiences while promoting sustainable tourism practices.
- Customer Experience Manager: Enhance every aspect of the customer journey using data analytics and CRM tools to foster loyalty through personalized experiences.
- Sustainable Tourism Manager: Lead initiatives that integrate green innovation and responsible practices into tourism operations, aligning business strategies with environmental and social responsibilities.
Entrepreneur in Tourism: Launch and manage your own tourism venture, applying innovative business models and marketing strategies to stand out in the market.
The programme is divided into two distinct phases: the PG Certificate in Innovation and Tourism Marketing and the European Master in Innovation and Tourism Marketing. This structure ensures a comprehensive blend of theoretical learning and practical application, preparing you to excel in the tourism industry.
Phase 1
PG Certificate in Innovation and Tourism Marketing
The PG Certificate in Innovation and Tourism Marketing comprises the first three quarters, offering a series of specialized courses that provide foundational knowledge and practical skills essential for effective tourism marketing and innovation.
First Quarter
- Marketing and Sales Management (6 ECTS)
Embark on a transformative journey through the intricacies of marketing and commercial management in our globally oriented course. In an era marked by intense competition and rapid change, mastering the art and science of marketing is paramount for business triumph. This course offers a deep dive into contemporary marketing theories and practices, equipping you with the ability to craft and execute strategies that elevate brand visibility, attract and retain loyal customers, and foster sustainable growth. By blending theoretical foundations with practical applications, you will gain invaluable insights into consumer behavior, market opportunity identification, and multi-channel commercial communication, preparing you to lead and innovate within international marketing teams. - Artificial Intelligence Applications Management (6 ECTS)
Step into the future with our Artificial Intelligence Applications Management course, where cutting-edge technology seamlessly integrates with strategic business management. In an era where AI is revolutionizing industries, this course equips you with the practical skills and managerial expertise necessary to effectively implement and oversee AI-driven projects. You will delve into a variety of AI tools and technologies, gaining hands-on experience in deploying AI solutions that drive innovation, enhance efficiency, and provide a competitive edge. Through a harmonious blend of theoretical frameworks and practical applications, you will learn to manage AI initiatives from conception to execution, ensuring they align with organizational goals and deliver measurable value. Whether your ambition is to optimize operational processes, develop intelligent products, or lead comprehensive digital transformation efforts, this course prepares you to harness the full potential of artificial intelligence within a business context. - Digital Transformation Management (6 ECTS)
In today’s rapidly evolving digital landscape, leading and managing digital transformation is essential for organizational success and sustainability. Our Digital Transformation Management course is meticulously designed to equip you with the expertise needed to spearhead innovative and sustainable digital initiatives across various business contexts. Delivered entirely online, this course offers unparalleled flexibility, allowing you to learn at your own pace while engaging with rich multimedia content curated by industry experts. Through a dynamic blend of theoretical insights and hands-on activities, you will gain a comprehensive understanding of digital transformation strategies that drive competitiveness and foster a culture of continuous innovation within your organization.
Second Quarter
- Technologies Applied to Tourism (6 ECTS)
This course delves into the dynamic integration of cutting-edge technologies within the tourism sector, providing you with a comprehensive understanding of how innovation drives the industry. You will explore various technologies that are redefining tourism, such as the Internet of Things (IoT), Big Data, augmented reality (AR), and mobile technology, and understand how they are transforming tourism management, promotion, and customer engagement. Throughout the course, you will be introduced to practical examples and case studies that demonstrate the real-world applications of these technologies. By the end of this course, you will be equipped to critically assess and apply these tools to enhance tourism services, operations, and marketing strategies, ensuring a competitive edge in the evolving tourism landscape.
- Business Strategy (6 ECTS)
Our Business Strategy course is designed to comprehensively understand market structures, competitive dynamics, and strategic decision-making processes. You will delve into models of imperfect competition, exploring how strategic behavior, quality management, innovation, and globalization influence business outcomes.
Through an integrative approach that combines theoretical frameworks with practical applications, this course equips you with the skills to develop robust internationalization strategies and navigate the complexities of global business environments. Whether you aim to lead strategic initiatives, drive organizational growth, or enhance your analytical capabilities, this course will prepare you to make informed and impactful decisions that align with your organization’s objectives and adapt to changing market conditions.
- Innovation and Tourism Marketing Management (6 ECTS)
This course provides a comprehensive overview of innovation in tourism marketing, focusing on management-level strategies and practices. Emphasis is placed on exploring relational marketing, branding, and how integrated marketing communications can be effectively utilized by tourism businesses. Through this course, students will gain the skills to design, implement, and innovate marketing strategies tailored to the unique challenges of the tourism industry. You will also learn how to integrate new digital trends and leverage technology to enhance customer experiences and optimize marketing performance.
Third Quarter
- Innovation in Management of Tourism Businesses (6 ECTS)
In a globalized and highly competitive tourism industry, innovation is essential for any business striving to succeed. This course delves into the importance of innovation for tourism business management, focusing on how it can enhance value propositions, improve key performance indicators, and lead to the development of more competitive and adaptable tourism models. Throughout the course, students will learn how innovative techniques and technologies have been applied in tourism businesses, such as hotels, restaurants, and travel agencies, to adapt to the ever-changing market and sustain growth. Additionally, the course provides insights into building sustainable and technology-driven tourism business models that address the modern visitor economy.
- Creativity Applied to the Generation of Value (6 ECTS)
In an ever-evolving tourism industry, creativity and innovation are pivotal for maintaining a competitive edge. This course aims to help students unlock their creative potential and learn how to implement innovative processes to generate value in tourism products and services. The course covers various methodologies and creativity techniques, emphasizing the strategic and practical application of innovation to create compelling value propositions. By understanding how creativity can drive change, students will develop the skills to apply new ideas to products and services in a meaningful way, thereby contributing to sustainable growth and enhanced competitiveness in tourism.
- Management of Customers and Markets (6 ECTS)
To understand why a tourism destination is chosen by travelers, it is crucial to deeply understand customer and market management. This course provides insights into tourists’ motivations and perceptions, and how these elements help marketers develop targeted tourist profiles. Understanding these factors allows for the development of effective marketing strategies to thrive in an increasingly competitive global market. The course emphasizes experiential tourism, consumer decision-making processes, and strategic marketing tailored to consumer needs and behaviors.
Phase 2
European Master in Innovation and Tourism Marketing
European Master in Innovation and Tourism Marketing
To obtain the European Master in Innovation and Tourism Marketing, graduates of the PG Certificate must complete a Master Thesis and a Professional Internship. This advanced phase allows you to apply your acquired knowledge in a real-world setting, conduct in-depth research, and develop specialized expertise in your area of interest.
- Master Thesis: Conduct comprehensive research on a topic of your choice related to innovation and tourism marketing, demonstrating your ability to apply theoretical concepts to practical challenges.
- Professional Internship: Gain hands-on experience by working in a tourism-related organization, applying marketing and innovation strategies under professional supervision and contributing to meaningful industry projects.
This structured programme ensures a balanced approach to academic growth and industry relevance, preparing graduates for leadership roles and enabling them to make significant contributions to the tourism and hospitality sectors.
Javier Plitt-Stevens
Academic Director of UCAM Mumbai Campus
Distinguished Academic Director and Innovator in Hospitality, Business Strategy, and AI
Technology and Data Analytics Expert: Over 10 years of experience in AI, digital transformation and aeronautical engineering in the Argentinean Air Force.
Extensive hands-on experience: Experience in luxury hotel management at La Manga Club Resort, applying technology to improve operations and customer experience.
Innovation Leader: Integrates Big Data, AI and machine learning to transform data into strategic business decisions.
Personalised Mentoring: Accompanies students in solving business problems with advanced analytical tools.
Global Readiness: Develops leaders to face the challenges of the digital and international market.
María Dolores Gil Quiles
Director of European Master + PG Certificate in Innovation and Tourism Marketing
Doctor in Economics and Tourism Specialist: With a PhD in economics and extensive experience in innovation and business management, María Dolores is an authority in tourism economics.
Academic Leadership: As Subdirectora de Departamento at UCAM and former Secretary of the Tourism Degree, she has demonstrated exceptional skills in academic management and program coordination.
Innovative Educator: Teaches across undergraduate and postgraduate levels in Tourism and Hospitality Management, preparing students for the dynamic global tourism market.
Researcher in Tourism Economics: Actively involved in research focused on innovation in tourism, contributing significantly to the academic and professional field.
Lasse Rouhiainen
Professor of Technologies applied to Tourism
International Keynote Speaker on AI and Emerging Technologies: Renowned for his global expertise in applying AI and Generative AI to transform industries, Lasse brings cutting-edge insights to tourism technology.
Pioneer in Tech Integration for Tourism: With extensive experience as a thought leader and speaker at global conferences, Lasse educates students on using AI, Blockchain, and Web3 to revolutionise tourism services and customer experiences.
Hands-On Learning: Guides students through practical applications of technology, preparing them to lead in the digital transformation of the tourism sector.
Innovative Educator: Teaches students how to apply machine learning and predictive analytics to solve complex problems across various sectors.
Hands-On Approach: Ensures students gain practical insights into deep learning, computer vision, and AI applications for business and technology.
Francisco Sarabia-Andreu
Professor of Business Intelligence and Business Analytics
Leading Expert in Sensory Marketing and Consumer Psychology: Renowned for integrating neuromarketing techniques into consumer research, Francisco brings over a decade of expertise in understanding how sensory experiences shape consumer behaviour.
Industry-Backed Insight: As Consumer Insights Manager at AMC Natural Drinks, he has pioneered the use of data-driven strategies to influence product development and marketing.
Global Experience: His international research and collaborations give students a deep understanding of consumer trends across diverse markets.
Innovative Educator: Francisco’s teaching approach combines academic rigour with real-world business challenges, offering students direct applications of consumer psychology and data analysis.
Mentorship Focus: Specializes in helping students leverage neuromarketing and data analytics to drive impactful marketing decisions in today’s competitive global marketplace.
Laura Moreno-Alcaraz
Professor of Marketing and Sales Management
Marketing and International Business Expert: Specializes in digital marketing, UX, and business development, focusing on international markets.
Extensive Industry Experience: Over ten years working in marketing and product management for global companies, including Spain, Belgium, and Ireland.
Innovation Leader: Implements cutting-edge digital strategies to drive business growth and improve customer experiences.
Personalised Mentoring: Guides students in applying marketing strategies to real-world business scenarios.
Global Mindset: Prepares future leaders to thrive in international business environments with practical, hands-on training.
Eugenio López
Professor of Finance Management and Expert in Wealth Strategy
Distinguished Leader in Wealth Management and Financial Innovation: Specializes in crafting tailored financial strategies for high-net-worth clients, including tax planning and asset management.
Industry Expertise: With over a decade of experience as a senior private banker at Andbank, Eugenio provides his students with real-world financial insights.
Educator and Mentor: As a professor at UCAM, he leads the Financial Advisory Programs for Athletes, equipping students with skills in investment strategies and long-term wealth planning.
Innovative Entrepreneur: Founder of Kattum Yachts, showcasing his versatility in combining finance with business development.
Joantxo Llantada
Professor of Digital Transformation and Innovation
Distinguished Leader in Business Digital Transformation: A pioneer in guiding companies through digital change, specialising in adopting digital tools to drive organisational growth.
Expert in Digital Transformation: Decades of experience consulting for top organisations in tourism, hospitality, and other sectors.
Extensive Industry Experience: Guides companies through digital transformation, enhancing competitiveness and navigating today's digital landscape.
Innovation Leader: Drives organisational change by adopting digital tools and strategies.
Practical Expertise: Brings real-world knowledge to his students at UCAM, EOI, and IE Business School, ensuring they are prepared to implement digital solutions.
Global Impact: Involved in large-scale projects, including Turisme Comunitat Valenciana and Digital Tourism Think Tank.
Manuel Egea Medrano
Professor of Business Strategy
Distinguished Expert in Strategic Business Leadership: Specializes in aligning corporate diplomacy and business strategy to drive organisational success.
Expert in Global Business Strategy: With a PhD in Business Management, Manuel brings extensive experience in corporate communications and international relations.
Industry Innovator: His leadership roles, including Chief Academic Officer at GGTech Entertainment, reflect his ability to design cutting-edge academic programs like the Esports Business Master.
Practical Mentor: Equips students with the skills to excel in competitive international markets through hands-on learning.
Global Vision: Blends academic excellence with real-world strategic consultancy for public and private organisations.
Pau Guardiola
Professor of Artificial Intelligence Application Management
Innovator in AI and Spatial Computing: Specializes in integrating AI and immersive technologies like VR/AR into practical applications for education and business.
Industry Leader in AI-Driven Education: As a PhD candidate and researcher at Stanford University and UCAM, Pau's work focuses on the transformative role of AI and spatial computing in shaping the future of education.
Creative Technologist: Directs cutting-edge projects at UCAM, pioneering the use of AI in digital solutions.
Mentorship and Real-World Focus: Guides students in implementing AI technologies to solve complex business challenges, ensuring they are equipped for the rapidly evolving digital landscape
Rankings
UCAM stands out as a leading European university, consistently recognised in prestigious international rankings such as QS Stars and Times Higher Education (THE). The university has been awarded 5 stars in the QS Stars Rating System for its excellence in key areas including Teaching, Internationalization, Online Learning, Academic Development, and Inclusiveness.
These accolades underscore UCAM’s unwavering commitment to academic quality and highlight its strong reputation both in Spain and globally. According to Forbes, UCAM ranks among the top 25 universities in Spain, recognised for its achievements in internationalisation, research, and its personalised education model.
In addition, UCAM holds prominent positions in THE World University Rankings by subject, ranking among the top 801 in Clinical and Health Sciences and top 601 in Life Sciences and Education. UCAM also ranks 40th globally in the THE Impact Rankings for its contribution to Quality Education.
The university follows a rigorous process of continuous improvement and accreditation, ensuring that it maintains the highest standards in its educational system.
Master’s Degree included in the top ten for labour insertion and number of international students
According to the Fundación CyD Ranking
Master’s Degree ranked first for teacher-student ratio at a national level, and fourth at European level
According to Ranking U-multirank
More information
More information on UCAM Rankings
The UCAM Mumbai Campus offers its students a holistic education that extends far beyond the classroom. During your academic year, you’ll have the unique opportunity to embark on an international adventure through the European Trip, a 2 to 3-week cultural and academic journey across Spain.
This trip will take you to iconic cities such as Madrid and Murcia, where you’ll immerse yourself in European culture and engage in activities that enhance both your personal and professional development.
While in Spain, you’ll attend both theoretical and practical classes at the prestigious UCAM Campus, benefiting from state-of-the-art facilities. These include HiTech, an innovation and entrepreneurship hub where you’ll develop ideas, refine business models, and boost your creativity; the CIARD (High Performance Research Center), a facility focused on academic and athletic excellence; and the Sport Center, dedicated to elite physical training and sports.
Additionally, you’ll have access to a variety of advanced resources designed to offer a cutting-edge educational experience. Beyond the classroom, you’ll visit leading companies in your field, gaining firsthand insights into the workings of major corporations and learning about the latest industry trends. This exposure will deepen your practical knowledge while expanding your international network, allowing you to connect with high-level professionals.
Overall, the trip will last for 3 to 4 weeks, providing ample time for both educational activities and sightseeing.
The European Trip isn’t just about academics; it also includes unforgettable cultural and gastronomic experiences. You’ll explore Spain’s rich history and traditions, visit iconic landmarks like Madrid’s Retiro Park and world-renowned museums, and savor the country’s delicious cuisine, from traditional tapas to regional dishes. In Murcia, you will explore the beautiful Mediterranean beaches and delve into the region’s fascinating history. Each day will bring new discoveries, whether it’s wandering through Madrid’s charming streets or enjoying the sun on Murcia’s stunning beaches.
At UCAM Mumbai, we are committed to providing a global, innovative, and enriching academic experience. Don’t miss this opportunity to study in an international environment that will prepare you for a global career and open doors to a world of possibilities!
European
Trip
A 2 to 3-week cultural and academic journey across Spain.
A Top-Ranked European University with 5 QS Stars for Academic Excellence
At UCAM, academic excellence is at the heart of everything we do. Recognised as a top-ranked international university in Europe, UCAM has earned 5 prestigious QS Stars, solidifying its position as a leader in higher education.
*UCAM, a European partner university of UCAM Mumbai, accredits the quality of its educational and teaching programme, as well as accrediting and awarding the European Master.