Student Profile

The Masters in Innovation and Tourism Marketing is intended for people that are passionate about the culture of innovation, technology, and marketing applied in tourism organizations.

Applicants wishing to enter this program must be a graduate of a tourism-related study or have a degree in a different academic field. This program is appropriate for students who want to acquire or expand their knowledge with regards to the set-up and operations management aimed at innovation and marketing processes in the tourism sector.

Therefore, prospective students should show a general interest in tourism as a whole as well as in the innovative aspects of marketing, creativity, and design of tourism products, communication, distribution and new technologies applied in this sector.

Key Facts

Today’s society is evolving at a steady pace. Every day, different problems and challenges emerge, making the development of companies an uncertain path. In order to grow and contribute to the world’s progress, enterprises have to present new solutions to the market and to their business culture, never ignoring the real purpose of any society: to contribute to the common good.

The objective of the Masters in Innovation and Tourism Marketing (ITM) is to empower each participant with strong leadership skills in an international and multicultural context in order to acquire knowledge and competences about innovation, technology and marketing, and the ability to apply them in real situations.

Recognized academics and successful executives join in a strong faculty team, which presents students the broad perspective of a company in its different aspects, hereby assisting future leaders in their decision-making processes.

Students’ individual evolution depends on their cooperative attitude and open-minded personality. As part of an international, multicultural group, classmates will have to team up with each other and work together to overcome different tasks and case studies based on real problems. Naturally, networks will grow in class and the bonds created can lead to projects beyond the master’s program.

During the ITM, every participant will have the opportunity to feel the innovation world directly in an organization. With a minimum of 150 hours of practical work, the internship will contribute directly to the experience and professional profile of students.

Moreover, UCAM’s career services will be available for the ITM students including the SOIL – “Orientation and Work Placement Service” of UCAM, “Portal de Empleo” – the university’s employment portal – and the “Network of Recruiting Erasmus”, a service that promotes international students’ employment in top companies throughout Spain.

Career Opportunities

The training given by the Master’s in Innovation and Tourism Marketing provides access to both the labor market’s private as well as public sector.

There is a wide range of professional responsibilities and profiles that can be seized by graduates of this course. The skills obtained during this Master prepare students to occupy leading positions in companies and to draw up their own business plan as entrepreneurs.

At the end of the program graduates are qualified to:

  • Successfully develop their own business in the tourism sector.
  • Start/resume their career in the private sector holding positions of responsibility in departments of general management, innovation, human resources, marketing or communication.
  • Work as project or product managers, online managers in eCommerce, social media, revenue management etc. or as manager of innovation and tourism technology.
  • Develop their career in the public sector e.g. in the planning and management of smart destinations.
  • Advise public and private companies in the innovation, marketing and implementation of new technologies in the development of tourism projects.
  • Begin their professional career in the area of teaching and research.

Dra. Ginesa Martinez del Vas

Director of the Master's in Innovation and Tourism Marketing

Tourism accounts for one-third of total world trade. Moreover, tourism is the sector that creates the most jobs and has proven itself impervious to economic downturns. Therefore, prospective students should show a general interest in tourism as a whole as well as in the innovative aspects of marketing, creativity and design of tourism products, communication, distribution and new technologies applied in this sector. Spain is a world power in the tourism industry with extensive experience in research and development, that has allowed us to build up a wealth of knowledge, which we feel urged to share and educate on. In the last ten years, the introduction of new management systems and products has revolutionized the tourism branch. Today’s technological environment represents a challenge to the individual operator to compete on equal terms with all the different types of organizations in the sector.

This new way of doing business has revolutionized the tourism sector, converting it at the same time both to the second largest percentage of internet searches and No. 1 in terms of internet monetary transactions. Quality, the ability to adapt quickly to change, personalized marketing, innovative products and the creation of new tourism experiences - these are the foundations on which the future of tourism rests.

The constant emergence of new competitors and new technologies, along with the specialization and professionalization of the sector means that companies and employees in the industry have to keep up with the speed of these changes. This ambition requires a deep understanding of individual markets and customers, calls on its stakeholders to be creative, to keep abreast of changes in popular culture, to grasp the latest technological developments and to be able to put them to profitable use. These are the skills and knowledge this Master will help students acquire.

The Masters in Innovation and Tourism Marketing offered by UCAM, an Affiliated Member of the World Tourism Organization (UNWTO), is an essential step in the honing of professional skills and a giant leap in the modernization of tourism management, thereby improving the competitiveness of tourism companies and popular tourist destinations.

Program taught in:
  • English
  • Spanish (Spain)

See 3 more programs offered by UCAM Universidad Católica San Antonio de Murcia »

This course is Campus based
Start Date
1 year
5,900 EUR
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