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Guía Docente 2016/2017

Master’s in Innovation and Tourism Marketing

On campus method

Teaching Guide 2016/2017

INNOVATION: A REALITY IN THE

TOURISM SECTOR


On campus method

Innovation: A Reality in the Tourism Sector

Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101

Index

Innovation: A Reality in the Tourism Sector .....................................................................4

Brief subject description .....................................................................................................4

Previous requirements ........................................................................................................4

Objectives of the subject ....................................................................................................4

Competences and leaning results......................................................................................4

Methodology ........................................................................................................................6

Syllabus ................................................................................................................................7

Relation to other disciplines of the study program ..........................................................7

Assessment system ............................................................................................................7

Bibliography and reference sources ..................................................................................8

Webs related ........................................................................................................................8

Study recommendations .....................................................................................................8

Instructional materials ........................................................................................................8




Module: Module I - Tourism Environment and the Importance of Innovation

Subject: Subject II - Innovation: A Reality in the Tourism Sector

Nature: Compulsory

Number of ECTS: 6 ECTS

Time unit: 1

Teacher of the subject: Mª Mercedes Carmona Martínez/ Ángel Meseguer Martínez

Email: [email protected] / [email protected]

Schedule of attention: Mondays 17h-18h

Module, subject or course Teacher/Coordinator: María Dolores Gil Quiles

Brief subject description

This subject addresses the concept of innovation, its relevance and types. The student will learn

about main characteristics, hindering and fostering factors, and stages of both the adoption process

and the diffusion process, and the most important models of innovation management.

Previous requirements

No previous requirements are needed.

Objectives of the subject

1. To know the concept of innovation, its relevance in the Tourism sector and diverse

classifications.

2. To learn about the adoption process and the diffusion process of a certain innovation.

3. To be able to critically analyze any innovation management model.

Competences and leaning results

General Competences

MECES 1: The student must apply the knowledge acquired and be able to solve the problems

arising in new or not known environments or circumstances within widen or multidisciplinary

contexts linked to their study field.



MECES 2: The student must be able to integrate knowledge and face the complexity of issuing

judgments from given information, that could either be complex or limited and may also include

reflection making on social and ethical responsibilities linked to their knowledge and judgments

implementation.

MECES 3: The student can communicate his/her conclusions (and the knowledge and ultimate

reasons supporting them) clearly and to both a specialized or non-specialized public without a

risk of ambiguity.

MECES 4: To provide the students with the learning skills that allow them go on studying on their

own.

MECES 5: To enable the student to acquire and understand knowledge that provides them with a

basis and /or opportunity to be original in the development and /or implementation of ideas, often

in research areas.

G1: To know how to implement the acquired knowledge and have the resolution capacity of those

problems related to innovation and marketing within the touristic field.

G2: To be able to draw up reflections about the ethical and social possibilities that take part in within

the touristic field by integrating knowledge and information.

G3: To acquire abilities by means of the teaching-learning process that allows them to go on with

self-training within to innovation and marketing.

G4: To acquire and consolidate the initiative and the entrepreneurial spirit to start projects related to

innovation and marketing within the touristic field.

G5: To be able to look for and organize information from different sources and interpret the results

obtained in order to elaborate reports.

Specific Competences

CEM2: To know the paradigms, concepts and tools of innovation for marketing in touristic

organizations.

CEM3: To know the current project analysis methods in order to be able to identify the success

possibilities for their launching.

CEM4: To know innovation culture in the touristic organization and business.

CEM5: To know how to create the necessary business framework to favor the development of the

business innovation culture.

CEM6: To know how to apply different advanced techniques in high strategic and operative

management, focused on the design of touristic products or “microproducts” (gastronomic,

patrimonial, cultural, etc.) based on innovation and competitiveness.



Learning Results

Understanding information from the innovation in the Tourism sector.

Analyzing and synthesizing the key questions in this field of study.

Knowing and applying the most important concepts in this field of study.

Being able to communicate, both orally and written, situations that include reflected opinions,

affective dimension and purposes.

Acquiring a general knowledge of a certain innovation performance and characteristics.

Analyzing the way the various innovation strategies differ according to the product, adopter

or environmental characteristics.

Identifying and analyzing the innovation management processes according to the company’s

characteristics, and recognizing its weaknesses and strengths.

Methodology

Methodology Hours Hours of face to

face work

Hours of non face

to face work

Theoretical exposition 27

45 hours (30 %) Discussion groups,

Seminars 9

Assessment 9

Personal study 47,25

105 hours (60 %)

Task preparation and

exposition 31,5

Scientific Article

analysis y Bibliographic

search

26,25

TOTAL 150 45 105



Syllabus

Unit 1. Introduction.

Unit 2. Innovation. Concept and types.

Unit 3. The diffusion process

Unit 4. The adoption process.

Unit 5. Innovation Management.

Unit 6. Current trends of innovation in Tourism.

Relation to other disciplines of the study program

This is a basic and introductory subject, that is fundamental for all the other disciplines in the

Master, especially those relates to innovation management, and Master Final Project.

Assessment system

February/June Call:

- Presentation in class: 70% of total grade

- Attendance and participation: 30% of total grade

September Call:



For the “practice part”, students will holistically analyze a certain event, decision, or project, within

the context of innovation in the tourism sector. They will describe and present their interpretations,

conclusions or proposed solutions, supported by the contents and reasoning reviewed during the

lessons.

In the “attendance and participation” part, the active participation on the classes (i.e., questions and

remarks on the lectures, comments on the case studies,…) will be taken into account. Moreover,

students will develop a “group presentation”: organized in groups, they will choose a certain

innovation in the tourism sector, present and analyse it, from the diverse viewpoints reviewed during

the lessons.



Bibliography and reference sources

Basic bibliography

OECD (2006). Innovation and Growth in Tourism. OECD Publishing.

European Commission (2005). Oslo Manual. The Measurement of Scientific and

Technological Activities Proposed Guidelines for Collecting and Interpreting

Technological Innovation Data. European Commission.

Complementary bibliography

Walder, B., Weiermair, K., Sancho Pérez, A. (2006). Innovation and Product

Development in Tourism: Creating Sustainable Competitive Advantage. Erich

Schmidt Verlag GmbH & Co KG.

Decelle, X. (2004). A conceptual and dynamic approach to innovation in tourism.

Lugano: OECD.

Hjalager, A.M (2010). A review of innovation research in tourism, Tourism

Management, 31 (1), 1-12.

Webs related

http://www.oecd.org/innovation/

http://know.unwto.org/content/unwto-awards-excellence-and-innovation-tourism

http://mkt.unwto.org/

http://products.skift.com/trend/

http://www.sustainabletourismonline.com/default.aspx

Study recommendations

Regular use of the UCAM Virtual Campus resources; group debates as a preparation of

presentation and projects, consulting the recommended bibliography for each topic, participation in

all the suggested activities.

Instructional materials

A PC with Internet connection and office software programs (word processor, spreadsheet,

presentation, etc.) for personal studies is necessary. It is also recommended for students to use

storage devices (such as memory sticks, CDs or DVDs) to speed up the exchange and storage of

Power Point presentations, exercises, case studies, etc., data.

http://www.oecd.org/innovation/

http://know.unwto.org/content/unwto-awards-excellence-and-innovation-tourism

http://mkt.unwto.org/

http://products.skift.com/trend/

http://www.sustainabletourismonline.com/default.aspx


Internship


On campus method

Practical Development

Internship - Tlf: (+34) 902 102 101

Index

Interhship ................................................................................. ¡Error! Marcador no definido.





Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................6




Internship - Tlf: (+34) 902 102 101

Internship

Module: Practical Development

Subject: Internship

Nature: Optional

Number of ECTS: 6 ECTs

Time unit: 2nd Semester

Teacher of the subject: María Dolores Gil Quiles

Email: [email protected]

Schedule of attention: Monday to Thursday from 9.30am to 12.30 am

Module, subject or course Teacher/Coordinator: Ginesa Martínez del Vas/Pilar Barra Hernández


Internship as part of the Curricular activities aim to allow students to supplement their

multidisciplinary training through the practical application of knowledge and skills acquired during

the Master and of course, to facilitate their entry into the labor market.

These work experience whether would be in private or public organizations will allow the student to

acquire a direct view of the business world through a direct contact with professionals who are an

important part of the environment to which they will develop their career.


In order to maximize learning outcomes of this subject, students should have prior knowledge of

marketing and tourism, although, it is understood that the student has been acquiring these basic

skills throughout this course.


1. That students can apply in a real tourist company knowledge acquired throughout their

curriculum.

2. Students is impregnated with the reality of tourism enterprises.


Internship - Tlf: (+34) 902 102 101


General Competences












CEM5: To know how to create the necessary business framework to favor the development of the business

innovation culture.

CEM8: To know how to apply the different management tools in the touristic business, paying special

attention to the partnership and other collaborative systems, ICTs and measurements with indicators.


Internship - Tlf: (+34) 902 102 101

Methodology

Metholology Hours Hours of face to

face work

Hours of non face

to face work

Supervision 7,5

7,5 hours (5 %) Discussion groups,

Seminars

Assessment

In company 135

142,5 hours (95

%) Internship Memory 7,5

Scientific Article


search

TOTAL 150 7,5 142,5

Syllabus

A syllabus for external practices are not established, by the very nature of the subject.


External Practices is closely related to all subjects of the master

Assessment system

February/June Call:

The evaluation of the student will be conduct by its supervisor assigned by the tourism department

tutors based on the report submitted by the student and the written and oral reports from both tutors,

internal and external.

The percentage of the final grade of the same is as follows:

Participation in tutorials with the tutor assigned by the university: 20%

Development of practices in the company allocated 60%

Development of a report on the practices made: 20%


Internship - Tlf: (+34) 902 102 101


Basic bibliography

A bibliography for external practices are not established, by the very nature of the subject.

Webs related

A webs related list for external practices are not established, by the very nature of the subject.


No need.


It will be uploaded to Virtual Campus


Innovation applied to Tourism Business Models


On campus method

Innovation applied to Tourism’s Business Models

Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101

Index

Innovation applied to Tourism’s Business Models ..........................................................3




Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................7






Module: Innovation Management in the Tourism Sector

Subject 1: Innovaton applied to Tourism’s Business Models

Nature: Compulsory


Time unit: 1st Semester (11th January – 18th February)

Teacher of the subject: Francisco José Noguera Plaza y Nicholas Montgomery


Schedule of attention: Thursday from 9.30h-13.30h

Module, subject or course Teacher/Coordinator: Pilar Barra Hernández


Innovation in the tourism industry is not a common practice. In fact, innovation has always been

linked to other sectors or activities such as research, science, industry, etc.

This module will provide a general framework of “tourism innovation” and how the new information

technologies (IT) have influence this industry, using some examples of success companies in

different subsectors.

Finally, we will study how these ITs have contributed to the “geo-location” phenomenon. A

technology trend especially important and optimize in the tourism industry.


NOT NECESSARY.


1. Understanding innovation and technological development as important factors for the

optimal management of the environment

2. Understanding the innovation concept from a practical point of view, using examples of

success in the different tourism subsectors.

3. Understanding the importance of the “management of change” to achieve successful

innovative proposals.

4. Reflect the adequacy of innovation processes accordently to the strategy defined by the

tourism organization

5. Analyze the technologies of innovation and information from a territorial point of view



General Competences












CEM5: To know how to create the necessary business framework to favor the development of the

business innovation culture.





Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9


105 hours (60 %) Task preparation and

exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus

Program of theoretical training

UNIT 1. INNOVATION IN THE TOURISM SECTOR

UNIT 2.- ITs APLLIED TO THE TOURISM BUSINESS MODELS

UNIT 3.- ITs APPLIED TO INNOVATION AND KNOWLEDGE GENERATION.

UNIT 4.- ITs OF INNOVATION FROM A TERRITORIAL POINT OF VIEW

Program of practice training

CASE STUDIES AND VISITS




This subject relates to the rest of the compulsory subjects of the curriculum.

Assessment system

February/June Call:



September Call:




Basic bibliography

CONFEDERACIÓN DE EMPRESARIOS DE ANDALUCÍA (2008) Talleres sobre nuevas

tendencias y herramientas para el turismo

DE SALAS, I (2010) La publicidad en las redes sociales. De lo invasivo a lo consentido

FUNDACIÓN COTEC (2007) Innovación en el sector hotelero

GARRIDO, A. y PADILLA, A. (2008) Estrategias CRM en empresas hoteleras. Estado de la

investigación y definición de un modelo de éxito integrador

GUEVARA PLAZA y otros (2009) Sistemas informáticos aplicados al turismo HALL, M. y

WILLIAMS, A. Tourism and Innovation HINOJOSA, V. (2014) El viajero multipantalla: objetivo de

los hoteles para 2014


HINOJOSA, V. (2014) Qué aconsejan Google, Tweeter, Facebook y Tripadvisor a los hoteleros en

2014.

JOHNSON, S. Quién se ha llevado mi queso. Cómo adaptarnos a un mundo en constante cambio.



MINUBE (2011) Libro Blanco de los viajes sociales

http://minube.com/externos/libro_blanco_de_los_viajes_sociales.pdf

RUÍZ JIMÉNEZ y ARIAS MARTÍN (2007) Incidencia de las TICs en la mejora de la productividad,

rentabilidad y calidad del sector turístico

http://juntadeandalucia.es/turismocomercioydeporte/documentación/29491.pdf

XI CONGRESO DE TURISMO, UNIVERSIDAD Y EMPRESA (2009) Innovación, creatividad y

nuevos modelos de gestión en turismo.

Webs related

www.marketingdirecto.com

www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com

www.adecec.com



www.ams-web.org

www.agenciasdemedios.com

www.aap.es

www.interbrand.com/

www.aemark.es


Both the Case Study and the Group Presentation will be uploaded by the lecturer at the Tasks folder

in Virtual Campus with the description and instructions needed to accomplish including submission

deadline.

Students will use the same Task folder at Virtual Campus to upload their answers in order to pass

the subject. Remember that NO WORK submitted by other methods will be accepted and evaluated.

The answers or student’s work uploaded behind the submission deadline will have a penalty of

10%. (No work will be accepted after 15 days from submission deadline).


Not necessary.


Innovation and Creativity applied to the Generation of Value


On campus method


Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101

Index

Innovation and Creativity applied to the Generation of Value .........................................3




Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................7







Subject 1: Innovaton and Creativity applied to the Generation of Value

Nature: Compulsory



Teacher of the subject: Francisco J. Noguera Plaza





It happens that in many occasions we are aware of the need of changing our way of doing things,

that innovation is necessary whatever the reason. However, we don’t know how to begin with.

In this module, we will learn different innovation methods and how to apply innovation as the result

of creativity, which sometimes we think that we don’t have.

Also, we will learn the most appropriate methodology and approaches to implement innovative

processes successfully.


NOT NECESSARY.


1. Knowing some creativity techniques that will help us to unlock our minds when initiating

innovative processes.

2. Understand the need to plan and sequence any innovative initiative.

3. Understanding of the phases for the selection and implementation of innovative processes in

a tourist organization and the elements necessary to carry it out.

4. To study the success factors of innovation.



General Competences















CEM7: To be able to identify and manage key processes and carry out the continuous process

improvement.





Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1. CREATIVE SOLUTIONS

UNIT 2.- STAGES/ PHASES OF CREATIVE SOLUTION: METHODOLOGY FOR THE

IMPLEMENTATION OF INNOVATIVE ELEMENTS. INFORMATION SYSTEMS AND

INTERPRETATION OF HERITAGE.

UNIT 3.- TOURISM AND CREATIVE INDUSTRIES







Assessment system

February/June Call:



September Call:




Basic bibliography

FRIED, J. y HANSSON, D (2010) Reinicia: borra lo aprendido y piensa la empresa de otra forma

GARCÍA MANJÓN, J. (2010) Gestión de la innovación empresarial

GARCÍA MANJÓN, J (2010) Innovar en la era del conocimiento

INSTITUTO ANDALUZ DE TECNOLOGÍA (2012) La respuesta está en la innovación

PASTOR, J. (2013) Creatividad e Innovación: factores clave para la gestión y la

internacionalización

TRÍAS DE BES, F. y KOTTLER, F. (2011) Innovar para ganar UNE 16600: 2006 Gestión de la

I+D+I: Terminología y definiciones de las actividades de I+D+I UNE 166001: 2006 Gestión de la I +

D + I: Requisitos de un proyecto de I+ D+ I UNE 166002: 2006 Gestión de la I+D+I: Requisitos de

un sistema de gestión de la I+D+I UNE 166006: 2006 Gestión de la I+D+I: Sistemas de vigilancia

tecnológica


HINOJOSA, V. (2014) Qué aconsejan Google, Tweeter, Facebook y Tripadvisor a los hoteleros en

2014.



JOHNSON, S. Quién se ha llevado mi queso. Cómo adaptarnos a un mundo en constante cambio.

MINUBE (2011) Libro Blanco de los viajes sociales

http://minube.com/externos/libro_blanco_de_los_viajes_sociales.pdf

RUÍZ JIMÉNEZ y ARIAS MARTÍN (2007) Incidencia de las TICs en la mejora de la productividad,

rentabilidad y calidad del sector turístico

http://juntadeandalucia.es/turismocomercioydeporte/documentación/29491.pdf

XI CONGRESO DE TURISMO, UNIVERSIDAD Y EMPRESA (2009) Innovación, creatividad y

nuevos modelos de gestión en turismo.

Webs related


www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com



www.adecec.com

www.ams-web.org


www.aap.es

www.interbrand.com/

www.aemark.es




deadline.






Not necessary.


Innovation applied to Tourism Processes


On campus method


Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101

Index

Innovation applied to Tourism Processes .........................................................................3




Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................7







Subject 3: Innovaton applied to Tourism Processes

Nature: Compulsory



Teacher of the subject: Francisco J. Noguera Plaza y Manuel Ortuño Aleu





The innovation applies to processes is a key aspect, but... Do we know how to identify them? Do we

know how to be more effective and how to reduce mistakes in the implementation stage?

In this subject, we will study new management systems that will help us to work better, optimizing

the processes of our organization with the only purpose of improving our customer service. We will

learn the best and more popular practices in this area.

On the other hand, we will learn how to identify technological or traditional initiatives, and how to

implement them adequately with the aim of improving our processes. To do so, we will categorize

these initiatives by process and/or sub-process involved. Because the innovation applies to

processes is not just a print document, let’s do it!


NOT NECESSARY.


1. Knowing the theoretical framework of continuous improvement PDCA model and its

application in the management of organizations

2. Learning visualization techniques of a business model, through the Model Canvas, taking

into account all the necessary actors

3. Knowing what a process map is and what it does.

4. Studying in a practical way how it is possible to innovate in the several processes of a tourist

organization.

mailto:[email protected]



General Competences
















improvement.





Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1. INNOVATION APPLIED TO MANAGEMENT PROCESSES

UNIT 2.- INCORPORATING ELEMENTS OF INNOVATION IN TOURISM’S BUSINESS

PROCESSES.

UNIT 3.- CONCLUSIONS AND CASE STUDIES.







Assessment system

February/June Call:



September Call:




Basic bibliography

FRIED, J. y HANSSON, D (2010) Reinicia: borra lo aprendido y piensa la empresa de otra forma

GARCÍA MANJÓN, J. (2010) Gestión de la innovación empresarial

GARCÍA MANJÓN, J (2010) Innovar en la era del conocimiento

INSTITUTO ANDALUZ DE TECNOLOGÍA (2012) La respuesta está en la innovación

PASTOR, J. (2013) Creatividad e Innovación: factores clave para la gestión y la

internacionalización

TRÍAS DE BES, F. y KOTTLER, F. (2011) Innovar para ganar UNE 16600: 2006 Gestión de la

I+D+I: Terminología y definiciones de las actividades de I+D+I UNE 166001: 2006 Gestión de la I +

D + I: Requisitos de un proyecto de I+ D+ I UNE 166002: 2006 Gestión de la I+D+I: Requisitos de

un sistema de gestión de la I+D+I UNE 166006: 2006 Gestión de la I+D+I: Sistemas de vigilancia

tecnológica


Norma UNE-EN-ISO 9001 Gestión de la Calidad Norma UNE-EN-ISO 166001. Gestión de la

I+D+I. Requisitos de un proyecto de la I+D+I



Norma UNE-EN-ISO 166002 Gestión de la I+D+I. Requisitos de un sistema de gestión de la I+D+I

Webs related


www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com

www.adecec.com

www.ams-web.org


www.aap.es

www.interbrand.com/



www.aemark.es

El Manual de Oslo http://www.uis.unesco.org/Library/Documents/OECDOsloManual05_spa.pdf




deadline.






Not necessary.


Innovation applied to the Management of Tourism Businesses


On campus method


Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101

Index

Innovation applied to Tourism Processes .........................................................................3




Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................8







Subject 3: Innovation applied to the Management of Tourism businesses

Nature: Compulsory



Teacher of the subject: Francisco J. Noguera Plaza y Javier Fernández Gallardo





One of the elements that distinguish the tourism sector is the speed of changing of its environment.

This fact can represent an opportunity or threat for every tourist company.

The adoption of an Innovation corporate culture in the business model of your organization is a

positive way to guarantee an improvement in competitiveness.

Innovation is not just about new technologies, new inventions or new business models. It is also not

just about improving production processes or services to be more efficient. On the other hand, as

we will see in this subject, innovation is the process of creating and delivering customer new value

in a specific marketplace.

During this module, we will introduce you to innovation methodologies such as Service Design

Thinking and Osterwalder Canvas, we will provide an understanding of the tourism industry dynamic

environment and its most popular innovation practices such as Online marketing, New distribution

channels, Social media, web 2.0, geolocation, and we will define new concepts such as Smartcity

and Smart destination.


NOT NECESSARY.


1. Acquiring knowledge and skills of the environment to manage effectively a tourism

organization



2. Provide students methodological tools to develop innovation in a practical and efficient

manner.

3. Provide the student with a sensitivity of the value of innovation.

4. Provide an overview of the current landscape of innovation at a national and international

level. (Actors, opportunities and champions)

5. Understanding innovation and technological development for an optimal management of the

environment

6. Learning to manage innovation maximizing the potential of people in an organization.

7. Understanding the relationship between tourism marketing and innovation at the 21st

century.

General Competences
















improvement.





Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1. PARTNERSHIP AND COLABORATIVE SYSTEMS.

UNIT 2.- INTRODUCTION TO PRACTICAL METHODOLOGIES

UNIT 3.- THE NEW TOURISM MANAGEMENT BUSINESS MODELS

UNIT 4.- THE NEW TOURISM DISTRIBUTION AND COMMUNICATION CHANNELS







Assessment system

February/June Call:



September Call:




Basic bibliography

Introducción al Service Design Thinking

http://www.exhibitionsinternational.org/extra/9789063692797_01.pdf

Introducción al Business Model Generation (Ostenwalder CANVAS)

http://www.eafit.edu.co/revistas/revistamba/documents/innovacion-modelo-negocio.pdf

Introducción a la metodología Stage Gate

http://www.slideshare.net/rvillamil/introduccin-a-la-metodologia-stage-gate

Los once clanes viajeros

http://www.isaacvidal.com/2013/02/actualiacion-los-doce-clanes-viajeros.html

Los millennials: el target turístico de moda

Innovación aplicada a la gestión de negocio turístico

http://static.hosteltur.com/web/uploads/2013/10/Hosteltur_232-

Millennials_el_target_de_moda_para_el_turismo.pdf



La innovación y la zona de confort

http://www.isaacvidal.com/2013/05/la-zona-de-confort.html

Tendencias marketing turístico 2013

http://www.hosteltur.com/web/uploads/2013/02/claves-para-entender-tendencias-marketing-

turistico-2013.pdf

Estudio sobre comportamientos del viajero lookinside de google..

http://www.lookinside.travel/informeejecutivo2011/

Claves para poner en marcha un social media plan.

http://www.puromarketing.com/42/15039/claves-para-poner-marcha-plan-redes-sociales.html#

Gestión del contenido. El circulo de relevancia.

http://www.isaacvidal.com/2013/03/el-circulo-de-relevancia.html

Segmentación de mercados por el CANAL.

http://www.misionturismo.com/como-y-porque-segmentar-el-mercado-en-una-agencia-de- viajes-

online/

El blogtrip

www.isaacvidal.com/2012/05/mi-amigo-tirso-maldonado-define-el.html

La reputación online como palanca de mejora continua

http://www.noticias.travel/la-reputacion-on-line-como-palanca-de-mejora-continua/

Caso de éxtio REVIEWPRO.

http://www.reviewpro.com/case-studies/es/ReviewPro-Case-Study-Olivia%20Plaza-es.pdf

Inmersión en SEM y Turismo.

http://www.isaacvidal.com/2013/09/inmersion-en-sem-y-turismo.html




Rick Levine, Doc Searls (2001): El Manifiesto Cluetrain. DEUSTO. España.

Enrique Dans, (2010). Todo va a cambiar. DEUSTO, España.

Jeff Jarvis, (2010): Y Google, ¿Cómo lo haría?. Gestión 2000. España.

W. Chan Kim, Renée Mauborgne, (2005): La estrategia del Océano Azul. GRANICA. España.

Curtis R. Carslon, William W. Wilmot, (2006): Innovation. Crown Business. USA. (en inglés)

Webs related


www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com



www.adecec.com

www.ams-web.org


www.aap.es

www.interbrand.com/

www.aemark.es

www.invattur.com

www.innolandia.es

www.segittur.es

www.innodriven.com/blog/




deadline.






Not necessary.

http://www.invattur.com/

http://www.innolandia.es/

http://www.segittur.es/


Knowledge and Management of Customer and Markets


On campus method


Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101

Index

Knowledge and Management of Customer and Markets .................................................3





Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................7






Module: Marketing Management and Branding in Tourism

Subject 1: Knowledge and Management of Customer and Markets.

Nature: Compulsory


Time unit: 2nd Semester (25th April – 27th May)

Teacher of the subject: Francisco José Noguera Plaza



Module, subject or course Teacher/Coordinator: Miguel A. Beltrán Bueno


To understand the reasons why a destination is chosen is necessary a deep understanding of the

management of customers and markets. As well, it is especially important to study and

understanding of the "motivations" and "perceptions" of tourists. Both factors serve marketers for

developing tourist profiles, and consequently, help them with the design and development of

marketing strategies to face a competitive global market.


NOT NECESSARY.


1. Knowing the importance “DETINATION IMAGE” for the design of marketing strategies.

2. Understanding tourists’ consumer behaviour, focusing on their motivations and perceptions.


General Competences















organizations.



CEM9: To know the new digital trends in the touristic management and business models, particularly

those related to geomarketing, smart cities, internet of things and distribution and customization of

touristic products on line.

CEM10: To know the concepts of a culture, attitudes and behaviors directed to innovation and

marketing in the touristic field.

CEM11: To know how to apply searching tools, such as big data and digital sources to store and

manage touristic information.

CEM12: To know the current technologies liable to be applied to mobile devices in the near future in

the touristic sector.

CEM16: To be able to identify touristic profiles and develop strategies of product positioning for

destinations and touristic business.

CEM18: To understand and have a good command of marketing strategies based on innovation in the

touristic field.



Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1. DO WE KNOW OUR CLIENTS?

UNIT 2.- STRATEGIES AND HOW TO GET TOURIST’S PROFILES.

UNIT 3.- MARKETING STRATEGIES OF TOURISM DESTINATIONS.

UNIT 4.- EXPERIMENTAL TOURISM.







Assessment system

February/June Call:



September Call:




Basic bibliography

Parra, M.C. y Beltrán, M.A. (2013). Comportamiento del Consumidor. UCAM, Murcia.


Beerli, A., & Martín, J. (2004a). Factors Influencing Destination Image. Annals of Tourism Research

, 31 (3), 657-681.

Bigné Alcañiz, J., Font Aulet, X., & Andreu Simó, L. (2000). Marketing de Destinos Turísticos:

Análisis y Estrategias de Desarrollo. Madrid: Esic.

Bigne Alcañiz, J. (2005). Nuevas orientaciones del marketing turístico: de la imagen de destinos a

la fidelización de los turistas. Papeles de Economía, Especial Monográfico , 102, 221-235.

Crompton, J. (. (1979). Motivations of pleasure vacations. Annals of Tourism Research , 6 (4), 408-

424.

Esteban Talaya, A. (1996). El marketing turístico: la orientación de la actividad hacia el consumidor.

En A. Pedreño Muñoz, & V. Monfort Mir, Introducción a la economía del turismo (págs. 247-273).

Madrid: Editorial Civitas.



Furió, E., & Alonso, M. (2007). Análise socioeconômica da demanda turística dos espanhóis / La

demanda turística de los españoles: algunos datos socioeconómicos. CUaderno Virtual de Turismo

, 7 (1), 88-103.

González Fernández, A. (1999). Estilos de vida y segmentación del turismo. En D. V. Blanquer

Criado, Turismo: organización administrativa, calidad de servicios y competitividad empresarial

(págs. 621-636). Valencia: Tirant lo Blanch.

Leiper, N. (1993b). Defining tourism and related concepts: tourims, market, industr and tourism

s stem. En M. A. han, M. D. O sen, . Turgut Edits. , NR S Enc c opeida of Hospita it and

Tourism (págs. 539-558). Nueva YorK: Van Nostrand Reinhold (VNR).

Moutinho, L. (1987). Consumer Behaviour in Tourism. European Journal of Marketing , 21 (10), 1-

44.

Ortega, E. (2003). Investigación y Estrategias Turísticas. En E. Ortega, Calidad y satisfacción en el

sector turístico (págs. 233-260). Madrid: Thomson.

Parra, M. C., & Beltrán, M. A. (2011). Marketing y Dirección Comercial. Murcia: Ucam

Publicaciones.

Pearce, P. (1982). Perceived changes in holiday destinations. Annals of Tourism Research , 9, 145-

164.

Plog, S. (1991b). Leasure travel: making it a growth market ... again! New York: Wiley and sons.

San Martín, H. (2005). Estudio de la imagen de destino turístico y el proceso global de satisfacción:

adopción de un enfoque integrador. Tesis doctoral . Universidad de Cantabria.

Vázquez Casielles, R., Santos Vijande, M. L., & Sanzo Pérez, M. J. (1998). Estrategias de

Marketing para Mercados Industriales: Producto y Distribución. Madrid: Civitas.

Vera Rebollo, J., López Palomeque, F., Marchena Gómez, M., & Anton Clavé, S. (2011). Análisis

Territorial del Turismo y Planificación de Destinos Turísticos. Tirant Lo Blanch. Crónica.

Zeithaml, V., & Bitner, M. (2002). Marketing de Servicios. México: Mc Graw-Hill

Webs related




www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com

www.adecec.com

www.ams-web.org


www.aap.es

www.interbrand.com/

www.aemark.es




deadline.





The answers or student’s work up oaded behind the submission dead ine wi have a pena t of



Not necessary.


Innovation and Tourism Marketing Management


On campus method


Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101

Index

Innovation and Tourism Marketing Management .............................................................3




Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................8






Module: Marketing Management and Branding in Tourism

Subject 2: Innovation and Tourism Marketing Management

Nature: Compulsory


Time unit: 2nd Semester (25th April – 27th May)

Teacher of the subject: Manuel Egea

Email: xxxx


Module, subject or course Teacher/Coordinator: Miguel A. Beltrán Bueno


This subject will provide a deep review in some aspects directly related to innovation at the

management level of tourist marketing. We will focus and pay more attention in Relational

Marketing, and the new uses in the Integrated Marketing Communication Program of the tourist

businesses.


NOT NECESSARY.


1. Acquire knowledge and skills that enable effectively manage marketing plans in which the

main innovations in communication management, distribution and pricing are included.

2. Manage marketing plans focusing on integrated communication and branding actions

applied to the tourism sector and the promotion of destinations.

General Competences















organizations.



CEM9: To know the new digital trends in the touristic management and business models, particularly

those related to geomarketing, smart cities, internet of things and distribution and customization of

touristic products on line.





CEM12: To know the current technologies liable to be applied to mobile devices in the near future in

the touristic sector.

CEM16: To be able to identify touristic profiles and develop strategies of product positioning for

destinations and touristic business.

CEM18: To understand and have a good command of marketing strategies based on innovation in the

touristic field.



Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1. INNOVATION APPLIED TO NEW PRODUCT AND SERVICES

UNIT 2.- INNOVATION APPLIED TO PRICE POLICIES.

UNIT 3.- DISTRIBUTION SYSTEMS.

UNIT 4.- RELATIONSHIP MARKETING

UNIT 5.- BRANDING

UNIT 6.- INTEGRATED MARKETING COMMUNICATION

UNIT 7.- INNOVATION APPLIED TO COMMUNICATION







Assessment system

February/June Call:



September Call:




Basic bibliography

Fernández Gómez, J.D. (2013). Principios de estrategia publicitaria y gestión de marcas. McGraw

Hill, Madrid. Manucci, Marcelo (2008). El impacto corporativo. Diseño estratégico de la

comunicación en la complejidad del contexto actual. La Crujía Ediciones. Buenos Aires.

Nicolás Ojeda, M.A.; Grandío, María del Mar (Cord.) (2012) Estrategias de comunicación en redes

sociales: usuarios, aplicaciones y contenidos. Barcelona: Gedisa. San Eugenio Vela (coord)

(2011). Manual de comuniación turísica. De la información a la persuasión, de la promoción a la

emoción. Documenta Universitaria, Girona.

San Eugenio Vela (2012). Teoría y métodos para marcas de territorio. UOC, Barcelona.


Capriotti, P. ( 2005) Planificación estratégica de la imagen corporativa. [2a impr]. Barcelona:



Ariel. Holt, D. B. (2004).How brands become icons: The principles of cultural branding. Harvard

Business Press.

Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future

priorities.Marketing Science,25(6), 740-759.Morgan, N., Pritchard, A., & Pride, R.

(2002).Destination branding: creating the unique destination proposition. Butterworth-Heinemann

Ltd.

Christensen, Clayton; Raynor, Michael E (1997). The innovator’s dilemma. Creating and sustaining

successful growth. Harvard Business School Press. Christensen, Clayton; Raynor, Michael E.

(2003). The innovator’s solution. Creating and sustaining successful growth. Harvard Business

School Press.

Johnston, Robert; Bate, Douglas (2003). The power of strategy innovation. American Management

Association. New York. Magreta, Joan (2002). Why business models matter. Hardvard Business

Review. Manucci, Marcelo (2004) Comunicación corporativa estratégica. De la persuasión a la

construcción de realidades compartidas. SAF Grupo. Bogotá, 2004.

Manucci, Marcelo (2008). El impacto corporativo. Diseño estratégico de la comunicación en la

complejidad del contexto actual. La Crujía Ediciones. Buenos Aires. Manucci, Marcelo (2006). La

estrategia de los cuatro círculos. Grupo Editorial Norma. Bogotá. Manucci, Marcelo (2010).

Contingencias. Cinco desafíos de cambio para una nueva época. Grupo Editorial Norma. Bogotá.

Middleton Victor, Fyall Alan, Morgan Michael, Ranchhod Ashok. (2009). Marketing in Travel and

Tourism. Fourth edition. Butterworth-Heinemann. Oxford. UK. Martínez Pastor, E., & Nicolás

Ojeda, M. Á. (2013). La construcción de la imagen de marca «Andalucía» como destino turístico a

través de las campañas publicitarias «Smail you are in Andalucía» y «Andalucía te

quiere».Cuadernos de Turismo, (32), 207-228.

Nobrega, Clemente. A ciência da gestão. SENAC Río Editora. Rio de Janeiro. 2004. p. 17. Pearce,

P. (2005). Tourist Behaviour. Channel View Publishers. Buffalo. Peter M Burns. (2006).“Innovation,

Creativity and Competitiveness”. In Buhalis D. and Costa C. Tourism Management Dynamics.

Trends, management and tools. Elsevier Ltd. Oxford. P.107 Rathmell, J.M (1974). Marketing in the

Service Sector. Winthrop Publishers, Cambridge, 1974. Swarbrooke, John. Horner,Susan. (2007).

Consumer Behaviour in Tourism. Second edition. Elsevier Ltd. Burlington, MA. p.67



Webs related


www.fecemd.org

www.dircom.org

www.aui.es

www.acrwebsite.org

www.ama.org

www.afe.es

www.aimc.es

www.agep.es

www.agemdi.org

www.aedemo.es

www.aece.org

www.aeap.es

www.anunciantes.com

www.adecec.com

www.ams-web.org


www.aap.es

www.interbrand.com/

www.aemark.es






deadline.






Not necessary.

Universidad Católica San Antonio de Murcia – Tlf: (+34) 902 102 101 [email protected] – www.ucam.edu


The public support to the development of

technology in tourism


On campus method

The public support to the development of technology in tourism

Index

The public support to the development of technology in tourism ..................................3

Brief Description ..................................................................................................................3

Objectives ............................................................................................................................3

Competences .......................................................................................................................4

Methodology ........................................................................................................................5

Content .................................................................................................................................5



Bibliography and Sources of information .........................................................................7




3


Module: Technologies applied to the tourism sector

Subject: The public support to the development of technology in tourism.

Nature: On campus

Number of ECTS: 6

Time unit: 2nd.

Teacher of the subject: Margarita Capdepón Frías


Schedule of attention: Mondays and Wednesdays form 9.30 am to 11.30 am.

Module, subject or course Teacher/Coordinator: Margarita Capdepón Frías.

Brief Description

The travel and tourism sector faces today numerous challenges, despite its strong growth and

optimistic predictions. Many of those changes are driving by new technology based innovations

transforming the way travelers buy and consume tourism services. Tourism Administrations and

politics are aware of these changes, and therefore they are reconsidering many of their traditional

roles, adopting new tourism policies and programs that focus on innovation, Information

Technologies (ITs), SMEs and entrepreneurship.

This subject will provide to the student a good overview of the Innovation Spanish System, the

current National Tourism Policies regarding new technologies, the European programs that support

tourism innovation and some existing tourism knowledge networks.

Objectives

1. Know concepts of innovation and new technologies applied to tourism.

2. Learn about the Spanish system of science, technology and innovation and how it works.

3. Identify funding and support opportunities to SME’s concerning innovation and tourist ICTs.

4. Understand and use technology platforms and knowledge and tourist innovation networks.


4

Competences

General competences

G1: To know how to implement the acquired knowledge and have the resolution capacity of

those problems related to innovation and marketing within the touristic field.

G2: To be able to draw up reflections about the ethical and social possibilities that take part in

within the touristic field by integrating knowledge and information.

G3: To acquire abilities by means of the teaching-learning process that allows them to go on

with self-training within to innovation and marketing.

G4: To acquire and consolidate the initiative and the entrepreneurial spirit to start projects

related to innovation and marketing within the touristic field.

G5: To be able to look for and organize information from different sources and interpret the

results obtained in order to elaborate reports.

Specific competences

CEM13: To know how to apply the principles of innovation national and international programs

to the reality of the different touristic labor environments.

CEM14: To be able to discern among the different current technologies applied to tourism and to

be able to choose the most suitable one according to the different touristic sector.

CEM15: To have ability for the development of technological processes.


5

Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Content

Unit 1. Public support on tourist innovation in Spain

Introduction.

Spanish system of science, technology and innovation

National and Integral National Plan (2012-2015).

Emprendetur Programmes

Innovative Tourism Business groups (ITBGs) programme.

National Smart Cities Plan: Smart destinations.

Unit 2. Public policies on tourism in European Union.

• Regional policy 2014-2020.

• Research and Innovation policy and EU programmes.

• Competitiveness of Enterprises and Small and Medium-sized Enterprises (COSME).

• Research and innovation strategies for smart specialisation (RIS3).


6

Unit 3. Technology platforms and knowledge and tourist innovation networks (national and

international)

• THINKTUR, Spanish platform.

• “Tourism Business Support Portal”.

• UNWTO Knowledge Network by UN.

• “Network of European Region for a Sustainable and Competitive Tourism”

(NECSTouR).

• INTELITUR, Chamber of Comerce of Spain platform.


Field visit to Benidorm: Invat-tur and CdT.


- Technologies applied to tourism.

- Innovation and tourism's marketing management.

- Final master project.

-

Assessment system

February/June Call:



September Call:


- Attendance and participation: 30% of total grade.

http://know.unwto.org/es


7

Bibliography and Sources of information

Bibliography

Cornell University, INSEAD, and WIPO (2015): The Global Innovation Index 2015: Effective

Innovation Policies for Development, Fontainebleau, Ithaca, and Geneva.

Dupeyras, A. and N. MacCallum (2013), “Indicators for Measuring Competitiveness in Tourism: A

Guidance Document”, OECD Tourism Papers, 2013/02, OECD Publishing.

European Commission, Directorate-General for Internal Market, Industry, Entrepreneurship and

SMEs (2015): Guide on EU funding for the tourism sector.

Ivars Baidal, J., Rodríguez Sánchez, I., Vera Rebollo, F. and Acebal, A. (2014): New approaches in

tourism management: the innovative business group programme in Spain, in Boletin de la

Asociación de Geógrafos Españoles, 66, 521-527.

Rodríguez, I., Williams, A.M. and Hall, C.M. (2014): Tourism innovation policy: Implementation and

outcomes, in Annals of Tourism Research, 49, 76-93.

Secretaría de Estado de Turismo, Instituto de Turismo de España (Turespaña): National and

Integral Tourism Plan 2012-2015.

Segittur, Secretaría de Estado de Turismo (2015): Smart Destinations Report: building the future.

World Tourism Organization (2007): A Practical Guide to Tourism Destination Management. Madrid:

WTO.

Web references

✓ Segittur: http://www.segittur.es/

✓ Ministerio de Industria, Energía y Turismo: http://www.minetur.gob.es/

✓ Invat-tur: http://invattur.gva.es/

✓ Red Thinktur: http://www.thinktur.org/

✓ European Union: http://europa.eu/index_en.htm

✓ EU Innovation Policy http://ec.europa.eu/growth/industry/innovation/index_en.htm

✓ Enterprise Europe Network http://een.ec.europa.eu/

✓ UE Innovation Union : http://ec.europa.eu/research/innovation-union/index_en.cfm

✓ UE Innovation: http://ec.europa.eu/growth/industry/innovation/policy/index_en.htm

✓ UNWTO Knowledge Network: http://know.unwto.org/

http://www.segittur.es/

http://invattur.gva.es/

http://www.thinktur.org/

http://ec.europa.eu/growth/industry/innovation/index_en.htm

http://een.ec.europa.eu/

http://ec.europa.eu/research/innovation-union/index_en.cfm

http://ec.europa.eu/growth/industry/innovation/policy/index_en.htm


8

✓ Smart specialisation platform: http://s3platform.jrc.ec.europa.eu/

✓ Regional Innovation Monitor Plus: https://ec.europa.eu/growth/tools-databases/regional-

innovation-monitor/

✓ Europe 2020 strategy: https://ec.europa.eu/digital-agenda/en/europe-2020-strategy

✓ Research and Innovation Observatory – Horizon 2020 Policy Support Facility:

https://rio.jrc.ec.europa.eu/en

✓ UE Digital Single Market: https://ec.europa.eu/digital-agenda/en

✓ Innovation Policy Platform (IPP), developed by the World Bank Group and the Organisation for

Economic Co-operation and Development (OECD): https://www.innovationpolicyplatform.org

✓ The OECD Innovation Strategy - 2015 revision: http://www.oecd.org/sti/inno/

✓ The Israel Innovation Institute: http://www.israelinnovation.org.il/

✓ Lanzadera: http://www.lanzadera.es/

✓ New York Center for an urban future: https://nycfuture.org/

✓ London City Lab: https://nycfuture.org/

✓ Copenhagen Institute for Futures Studies: http://cifs.dk/

✓ Hubs in Europe up for the mission on Internet Innovation: http://i3h.eu/

✓ SF Innovation Hub (iHub): http://sfced.org/about/sfced-initiatives/ihub/


Not needed.


Not needed.

https://ec.europa.eu/growth/tools-databases/regional-innovation-monitor/

https://ec.europa.eu/growth/tools-databases/regional-innovation-monitor/

https://ec.europa.eu/digital-agenda/en/europe-2020-strategy

https://rio.jrc.ec.europa.eu/en

https://ec.europa.eu/digital-agenda/en

https://www.innovationpolicyplatform.org/content/israel

http://www.oecd.org/sti/inno/

http://www.israelinnovation.org.il/

http://www.lanzadera.es/

https://nycfuture.org/

https://nycfuture.org/

http://cifs.dk/

http://i3h.eu/

http://sfced.org/about/sfced-initiatives/ihub/

Universidad Católica San Antonio de Murcia – Tlf: (+34) 902 102 101 [email protected] – www.ucam.edu


Technologies applied to tourism


On campus method


Index

Technologies applied to tourism........................................................................................3

Brief Description ..................................................................................................................3

Objectives ............................................................................................................................3

Competences .......................................................................................................................3

Methodology ........................................................................................................................5

Content .................................................................................................................................5



Bibliography and Sources of information .........................................................................6




3


Module: Technologies applied to the tourism sector

Subject: Technologies applied to tourism.

Nature: On campus

Number of ECTS: 6

Time unit: 2nd.

Teacher of the subject: Rosa Sánchez, Mª Jesús Poyatos y Andrés Muñoz.

Email: [email protected], [email protected], [email protected]


Module, subject or course Teacher/Coordinator: Margarita Capdepón Frías.

Brief Description

This course aims to provide students with the necessary skills to allow them to have a close view of

how innovation and innovative processes could be applied into tourism. Through case studies

students will be introduced to: Internet of Things, technology applied to the tourism industry, mobile

technology and new visual techniques (augmented reality) that allow you to move forward in tourism

promotion.

Objectives

1. Get knowledge and learn how to develop skills to manage a tourist organization and its

environment efficiently.

2. Understand the innovation and technological development as tools to achieve an optimal

management of tourist environment.

Competences

General competences



G2: To be able to draw up reflections about the ethical and social possibilities that take part in

within the touristic field by integrating knowledge and information.


4







Specific competences

CEM9: To know the new digital trends in the touristic management and business models,

particularly those related to geomarketing, smart cities, internet of things and distribution and

customization of touristic products on line.





CEM12: To know the current technologies liable to be applied to mobile devices in the near

future in the touristic sector.


5

Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Content

Unit 1.

Internet of things

Bug data / Open data

Unit 2.

Technologies applied to smart cities and smart destinations.

Unit 3.

The mobile apps.

Unit 4.

Visual techniques and systems. Augmented reality.


Visit to Thinnkers (cool innovation).


6


- Pubblic support to the development of technology in tourism.



Assessment system

February/June Call:



September Call:


- Attendance and participation: 30% of total grade.

Bibliography and Sources of information

Bibliography

Crampton, Jeremy W., et al. "Beyond the geotag: situating ‘big data’and leveraging the potential of

the geoweb." Cartography and geographic information science 40.2 (2013): 130-139.

Del Fresno Garcia, Miguel (2011): "Netnografía. Investigación, Análisis e Intervención Social online"

Editorial UOC. Barcelona-España. ISBN 978-8497883856.

Fuchs, M., Höpken, W., & Lexhagen, M. (2014). Big data analytics for knowledge generation in

tourism destinations–A case from Sweden. Journal of Destination Marketing & Management, 3(4),

198-209.

Kim, W.Chan and Mauborgne, Renée (2013): "Blue Ocean Strategy, Expanded Edition: How to

Create Uncontested Market Space and Make the Competition Irrelevant". Harvard Business

Review. ISBN 1-59139-619-0 978-1-62527-449-6. W. Chan Kim and Renée Mauborgne

http://digitalvisitor.com/case-studies/

Kitchin, R. (2014). The data revolution: Big data, open data, data infrastructures and their

consequences. Sage.

http://digitalvisitor.com/case-studies/


7

Mayer-Schönberger, V., & Cukier, K. (2013). Big data: A revolution that will transform how we live,

work, and think. Houghton Mifflin Harcourt.

Zikopoulos, P, and C. Eaton. Understanding big data: Analytics for enterprise class hadoop and

streaming data. McGraw-Hill Osborne Media, 2011.

https://www.ibm.com/developerworks/vn/library/contest/dw-freebooks/Tim_Hieu_Big_Data/Understanding_BigData.PDF

Web references

✓ Big Data: The management revolution. https://hbr.org/2012/10/big-data-the-management-

revolution/ar

✓ BBVA innovation centre http://www.centrodeinnovacionbbva.com/innovachallenge/inicio

✓ Ebook on visualization http://www.bbvaopen4u.com/es/actualidad/ebook-herramientas-de-

visualizacion-de-datos

✓ Amazon web services: https://aws.amazon.com/en/

✓ IBM bluemix: https://console.ng.bluemix.net/

✓ Azure: https://azure.microsoft.com/en-us/

✓ http://www.tecnalia.com/

✓ http://deltainformatica.es/en/products/delta-id-passport-scanner

✓ http://www.hosteltur.com/

✓ https://www.thyssenkrupp.com/en/publikationen/thyssenkrupp-techforum.html

✓ https://www.microsoft.com/en-us/server-cloud/internet-of-things/overview.aspx

✓ http://www.internet-of-things-research.eu/

✓ http://thinkdigital.travel/

✓ http://www.visuartech.com/

✓ http://digitalbinocularstation.com/

✓ https://www.oculus.com/en-us/

✓ https://www.google.com/glass/start/


Not needed.


Not needed.

https://www.ibm.com/developerworks/vn/library/contest/dw-freebooks/Tim_Hieu_Big_Data/Understanding_BigData.PDF

https://hbr.org/2012/10/big-data-the-management-revolution/ar

https://hbr.org/2012/10/big-data-the-management-revolution/ar

http://www.centrodeinnovacionbbva.com/innovachallenge/inicio

http://www.bbvaopen4u.com/es/actualidad/ebook-herramientas-de-visualizacion-de-datos

http://www.bbvaopen4u.com/es/actualidad/ebook-herramientas-de-visualizacion-de-datos

https://aws.amazon.com/en/

https://console.ng.bluemix.net/

https://azure.microsoft.com/en-us/

http://www.tecnalia.com/

http://deltainformatica.es/en/products/delta-id-passport-scanner

http://www.hosteltur.com/

https://www.thyssenkrupp.com/en/publikationen/thyssenkrupp-techforum.html

https://www.microsoft.com/en-us/server-cloud/internet-of-things/overview.aspx

http://www.internet-of-things-research.eu/

http://thinkdigital.travel/

http://www.visuartech.com/

http://digitalbinocularstation.com/

https://www.oculus.com/en-us/

https://www.google.com/glass/start/


Final project


On campus method

Final project

[Subject] - Tlf: (+34) 902 102 101

Index

Final project .........................................................................................................................3





Syllabus ................................................................................................................................5




Webs related ........................................................................................................................6


Final project

[Subject] - Tlf: (+34) 902 102 101

Final project

Module: Final project

Subject: Final project

Number of ECTS: 6 ECTS

Time unit: 2nd Semester



Schedule of attention: Tuesday and Wednesday, 11:00 to 13:30 h

Module, subject or course Teacher/Coordinator: Jorge Lopez Carratalá


The Final Project consists in the development of an academic work; the result should include and

reflect all the skills learned by the student during the academic year of this master. At all times the

student will be guided and a tutor will be assigned to this effect.


Having passed all the subjects of the master


1. Apply knowledge related to the field of study

2. Know capture in an academic paper knowledge and conclusions the result of research in

tourism innovationSaber plasmar en un trabajo académico los conocimientos y

conclusiones fruto de una investigación en innovación turística.

3. Start to work in tourism research

Final project

[Subject] - Tlf: (+34) 902 102 101


General Competences


problems related to innovation and marketing within the touristic field






CEM22: To self-train in the search of information on innovation, and marketing specialized sources.

CEM23: To integrate the acquired knowledge and issue judgments from an incomplete or limited

information, by using the innovation and marketing touristic specialized terminology.

Methodology

Hours of face to face

work

%

ECTS

Hours

ECTS

Hours of non face to face

work

%

ECTS

Hours

ECTS

5% 95%

7,5 142,5

seminars 95% 7,12 Work in final project 95% 135,38

Theoretical exposition 5% 0,38

Task preparation and

exposition 5% 7,12

TOTAL … 100% 7,5 TOTAL … 100% 142,5

Final project

[Subject] - Tlf: (+34) 902 102 101

Syllabus

Students can consult the documents " Guidelines for the development of final project " and " Nature

of Final project ". These documents are available on the virtual campus of each student at the

beginning of the course.


Module I, II y III

Assessment system

February/June Call:

- Written work: 70% of total grade

- Oral presentation: 30% of total grade

September Call:

- Written work: 70% of total grade

- Oral presentation: 30% of total grade


Basic bibliography

Azar, G., Silar, M. (2006). Metodología de la investigación y técnicas para la elaboración de tesis.

Madrid: Hispania Libros.

Ballard, B.(1995). Cómo se hace un trabajo académico. Zaragoza: Prensas Universitarias de

Zaragoza.

Clanchy, J. (2000). Cómo se hace un trabajo académico: guía práctica para estudiantes

universitarios. Zaragoza: Prensas Universitarias de Zaragoza

Eco, U. (2010). Como se hace una tesis. Madrid: Editorial Gedisa.

Medina Rivilla, A. y Castillo Arredondo, S. (2003). Metodología para la realización de proyectos de

investigación y tesis doctorales. Madrid: Universitas.

Pantoja Vallejo, A. (2009). Manual básico para la realización de tesinas, tesis y trabajos de

investigación. Madrid: Eos.

Final project

[Subject] - Tlf: (+34) 902 102 101


Biagi Marta, C. (2010). Investigación Científica. Guía práctica para desarrollar proyectos y tesis.

Paraná, Brasil: Jurua.

Colas Bravo, M., Buendía Eisman, L. y Hernández Pina, F. (2009). Competencias científicas para la

realización de una tesis doctoral. A Coruña: Davinci.

Phillips Estelle, M. y Pugh, D. (2008). La tesis doctoral. Barcelona: Bresca-Profit.

Rivera Camino, J. y Gómez Mejía, L. (2011). Cómo escribir y publicar una tesis doctoral. Madrid:

Esic.

Soriano, R. (2008). Cómo se escribe una tesis doctoral. Madrid: Berenice.

Webs related

http://www.upf.edu/bibtic/es/recursos/treaca/

http://www.bbtk.ull.es/view/institucional/bbtk/Como_elaborar_un_trabajo_1/es

http://www.uv.es/bibsoc/GM/dosieres/como.html

http://www.buc.unican.es/Servicios/formacion/CITAR/PAG0.htm


Using the Virtual Campus . Using internet -connected device for video conferencing. Download

Skype.

http://www.buc.unican.es/Servicios/formacion/CITAR/PAG0.htm


The new global tourism environment


On campus method


The new global tourism environment – 968 278 807

Index





Methodology ........................................................................................................................5

Syllabus ................................................................................................................................5




Webs related ........................................................................................................................8






Module: Tourist environment and the importance of innovation

Subject: The new global tourism environment

Nature: On campus

Number of ECTS: 6

Time unit: 1st




Module, subject or course Teacher/Coordinator: Maria Dolores Gil Quiles


Tourism is a socio-economic activity that involves many services and practices and it is

deeply embedded in a fast, changing and dynamic environment. This subject provides the

essential theoretical framework to understand this complex sector in order to help students

not only to learn basic tourism concepts and definitions but also to understand the rest of

the Master’s subjects. Also, it is very important to know some of the global trends, risks and

challenges that will affect activity in the future, both in a positive and negative sense.


Not needed


1. Obtain knowledge and skills to manage tourism organization environment efficiently

2. Understand the essential keys of tourism innovation; information management; governance

and technological development as a way for an optimal environment management.




General Competences



G2: To be able to draw up reflections about the ethical and social possibilities that take part

in within the touristic field by integrating knowledge and information.








CEM1: To know the changes in the touristic scenario leading to the change in the

development of management in innovation and technology within this field.

CEM10: To know the concepts of a culture, attitudes and behaviors directed to innovation

and marketing in the touristic field.



Methodology


face work

Hours of non face

to face work



Seminars 9

Assessment 9



exposition 31,5

Scientific Article


search

26,25

TOTAL 150 45 105

Syllabus


UNIT 1

I. Tourism introducction and current picture

1. Our time and future scenarios

2. Analysis and international tourism market structure and its opportunities

3. Development and employ contribution.

4. Sort and medium term tourism prospects: tourism on the 2030 horizon

II. Spanish tourism evolution in the international context

1. International leadership

2. Emitting markets, international tourist profile, Spanish emitting



UNIT 2

III. Challenge and trend that affect tourism activity

1. Deep changes produced by innovation, information management and TICs.

2. Deep demographic changes

3. New tourists: behavior change and characteristics. Mobility increase.

4. Others

UNIT 3

IV. Knowledge society: data, information, intelligence

1. Information battle

2. Smart, digital change expression

3. Information management challenges and solutions: Big data opportunity

UNIT 4

V. World tourism development new scenarios: smart tourism destinations

1. Urban tourism activities: Initiative, elements and technological solutions

2. Smart tourism destinations challenges

3. Why do tourism destinations develop?

4. Guideline for a smarter increase of tourism destinations


Case study unit 2: Markets, tourists and experiences

Case study unit 3: Tourism information management



Case study unit 4: Urban tourism destination pressure management


- The public support to the development of technology in tourism.



Assessment system

February/June Call:



September Call:




Basic bibliography

Candela, G. & Figini, P. (2012). The economics of tourism destinations. Springer. Chapter 2.

Cooper, C., Fletcher, J. Fyall, A., Gilbert, D. & Wanhill, S. (2007). Tourism. Principles and practice.

4th Edition. Elservier. 1997.

Tisdell, C.A. (ed.) (2013). Handbook of tourism economics. Analysis, new applications and case

studies. World Scientific Publishing

Yeoman. I. (2012). 2050-Tomorrow’s tourism. Channel view publications.




United Nations, World Tourism Organization (2010). Intenational recommendations for tourism

statistics 2008. New York: United Nations Publication.

World Tourism Organization (2012). Tourism and intangible cultural heritage. Madrid: UNWTO.

World Tourism Organization. European Comission (2013). Sustainable Tourism for Development

Guidebook. Enhancing capacities for Sustainable Tourism for development in developing countries

Madrid: UNWTO

Webs related

✓ World Tourism Organization (UNWTO): http://www2.unwto.org/

✓ World Travel & Tourism Council (WTTC): http://www.wttc.org/

✓ UNESCO: http://whc.unesco.org/

✓ International Labour Organization: http://www.ilo.org/global/lang--en/index.htm

✓ BMI Research: http://www.bmiresearch.com/


There are not study recommendations.


Not needed.

http://whc.unesco.org/

http://www.bmiresearch.com/