< Master in Digital Travel & Tourism: digitization of the tourism sector >

< Acquire the necessary skills on digitalization, business models and agile work methodologies: >

• Digital ecosystem
• Business models
• Sales and digital marketing
• Experience as a key product differentiator
• Ideation and Design Thinking
• Introduction to prototyping
• Agile, Scrum & Kanban

< Deepen into technology and data as the fundamental pillars for the construction of any digital strategy: >

• Technology architecture
• Cloud Computing and Software as a Service (SaaS)
• Technological infrastructures
• Artificial Intelligence, the Internet of things and blockchain
• Data connectivity (APIs, XMLs, etc.)
• KPIs, Dashboards & Visualization
• Big Data and Predictive Modeling

< Discover the fundamental elements of strategic design and its application in digital environments for the development of user experiences: >

• Strategic design
• User experience and user interface
• Application Ecosystem & Mobile First
• Voice interface
• Integration with  “call center”
• Wireframing
• Content generation
• Influencers strategy
• Social platforms and strategies: YouTube, Instagram, Facebook, LinkedIn

< Establish sales and digital advertising strategies for the marketing of your products and services: >

• Pricing and inventory
• E-commerce and marketplaces
• Conversion Strategy and Customer Relationship Management (CRM)
• Advertising: SEO/ASO/SEM
• Voice search
• Search on Amazon
• Advertising in social networks
• TripAdvisor y GDS Media
• Inbound Marketing Campaigns

< Identify the main agents of the entrepreneurial ecosystem and organizations, as well as those sustainability factors to be taken into account for the present and future of your company: >

• Entrepreneurship ecosystem.
• Organization, culture and change management.
• Communities.
• Cyber law.
• Tourism and local development: enterprise creation, employment diversification, job creation and profitability of local cottage industries.
• Sustainable tourism as a model of economic development: towards a sustained and sustainable model.
• Accessibility and inclusion in the tourism sector.
• The sustainability of the destination as an element of competitiveness and profitability of the tourism sector.
• Management and planning of tourist destinations in terms of sustainability.
• Sustainable tourism and the optimal use of environmental resources (maintenance of essential ecological processes, conservation of natural resources, etc.).

In the module sessions, students will develop in a practical way the creation and implementation of an ecommerce, including the product offer, its communication and diffusion in social networks and search engines, sales, payment, logistics and associated services, applying the concepts, techniques and tools learned in the rest of the modules.

In this way, students will develop the technical and personal skills for the design, development and management of an eCommerce initiative through a complete experience that integrates the application of the skills acquired throughout the master's degree:

• Solution prototyping
• Selecting, configuring and launching an ecommerce platform
• Digital advertising strategy: social networks and search engines (Google)
• Data Analytics and Dashboards
• Conversion Rate Optimization (CRO)

Throughout this module, transversal to the entire master, students will work on a core project of digital transformation of a real company under the tutelage of a tutor, who will play a supervisory role according to an "agile" methodology.

The tutor will establish the roles and challenges of the students, while the students will attend meetings determined according to a work schedule and will maintain communication among themselves and with the tutor through digital tools such as Trello or Slack.

Periodically, they will make partial presentations of the work milestones as they progress, and as established in the planning of the work. The tutor will supervise the final result and its corresponding presentation, as a previous step to the defense of the work before the final examining board.

During the core project, students will develop the following competencies:

• Define a business concept within the travel and tourism sector.
• Develop an attractive value proposition.
• Designing the technological architecture on which the value proposition will rest.
• Building a profitable and measurable business model.
• Define a digital recruitment strategy together with the design of digital assets.
• Establish a conversion and customer relationship management (CRM) policy.