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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
Master’s in Innovation and Tourism Marketing
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
Innovation: A Reality in the Tourism Sector
Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101
Innovation: A Reality in the Tourism Sector
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.
Innovation: A Reality in the Tourism Sector
Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101
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.
Innovation: A Reality in the Tourism Sector
Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101
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
Innovation: A Reality in the Tourism Sector
Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101
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:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
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.
Innovation: A Reality in the Tourism Sector
Innovation: A Reality in the Tourism Sector - Tlf: (+34) 902 102 101
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.
Teaching Guide 2016/2017
Internship
Master’s in Innovation and Tourism Marketing
On campus method
Practical Development
Internship - Tlf: (+34) 902 102 101
Index
Interhship ................................................................................. ¡Error! Marcador no definido.
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Competences and leaning results......................................................................................4
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................5
Assessment system ............................................................................................................5
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................6
Study recommendations .....................................................................................................6
Instructional materials ........................................................................................................6
Practical Development
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
Brief subject description
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.
Previous requirements
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.
Objectives of the subject
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.
Practical Development
Internship - Tlf: (+34) 902 102 101
Competences and leaning results
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
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.
Practical Development
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
analysis y Bibliographic
search
TOTAL 150 7,5 142,5
Syllabus
A syllabus for external practices are not established, by the very nature of the subject.
Relation to other disciplines of the study program
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%
Practical Development
Internship - Tlf: (+34) 902 102 101
Bibliography and reference sources
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.
Study recommendations
No need.
Instructional materials
It will be uploaded to Virtual Campus
Teaching Guide 2016/2017
Innovation applied to Tourism Business Models
Master’s in Innovation and Tourism Marketing
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
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................7
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................8
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
Innovation applied to Tourism’s Business Models
Module: Innovation Management in the Tourism Sector
Subject 1: Innovaton applied to Tourism’s Business Models
Nature: Compulsory
Number of ECTS: 3 ECTs
Time unit: 1st Semester (11th January – 18th February)
Teacher of the subject: Francisco José Noguera Plaza y Nicholas Montgomery
Email: [email protected]
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Pilar Barra Hernández
Brief subject description
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.
Previous requirements
NOT NECESSARY.
Objectives of the subject
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
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
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
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.
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
Methodology
Metholology 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
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
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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
Complementary bibliography
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.
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
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
Innovation applied to Tourism’s Business Models
Innovation applied to Tourism’s Business Models - Tlf: (+34) 902 102 101
www.ams-web.org
www.agenciasdemedios.com
www.aap.es
www.interbrand.com/
www.aemark.es
Study recommendations
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).
Instructional materials
Not necessary.
Teaching Guide 2016/2017
Innovation and Creativity applied to the Generation of Value
Master’s in Innovation and Tourism Marketing
On campus method
Innovation and Creativity applied to the Generation of Value
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
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................7
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................8
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
Innovation and Creativity applied to the Generation of Value
Module: Innovation Management in the Tourism Sector
Subject 1: Innovaton and Creativity applied to the Generation of Value
Nature: Compulsory
Number of ECTS: 3 ECTs
Time unit: 1st Semester (11th January – 18th February)
Teacher of the subject: Francisco J. Noguera Plaza
Email: [email protected]
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Pilar Barra Hernández
Brief subject description
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.
Previous requirements
NOT NECESSARY.
Objectives of the subject
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.
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
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
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.
CEM7: To be able to identify and manage key processes and carry out the continuous process
improvement.
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.
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
Methodology
Metholology 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
Program of theoretical training
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
Program of practice training
CASE STUDIES AND VISITS
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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
Complementary bibliography
HINOJOSA, V. (2014) Qué aconsejan Google, Tweeter, Facebook y Tripadvisor a los hoteleros en
2014.
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
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
Innovation and Creativity applied to the Generation of Value
Innovation and Creativity applied to the Generation of Value - Tlf: (+34) 902 102 101
www.adecec.com
www.ams-web.org
www.agenciasdemedios.com
www.aap.es
www.interbrand.com/
www.aemark.es
Study recommendations
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).
Instructional materials
Not necessary.
Teaching Guide 2016/2017
Innovation applied to Tourism Processes
Master’s in Innovation and Tourism Marketing
On campus method
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
Index
Innovation applied to Tourism Processes .........................................................................3
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................7
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................8
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
Innovation applied to Tourism Processes
Module: Innovation Management in the Tourism Sector
Subject 3: Innovaton applied to Tourism Processes
Nature: Compulsory
Number of ECTS: 3 ECTs
Time unit: 1st Semester (11th January – 18th February)
Teacher of the subject: Francisco J. Noguera Plaza y Manuel Ortuño Aleu
Email: [email protected]
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Pilar Barra Hernández
Brief subject description
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!
Previous requirements
NOT NECESSARY.
Objectives of the subject
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.
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
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
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.
CEM7: To be able to identify and manage key processes and carry out the continuous process
improvement.
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.
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
Methodology
Metholology 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
Program of theoretical training
UNIT 1. INNOVATION APPLIED TO MANAGEMENT PROCESSES
UNIT 2.- INCORPORATING ELEMENTS OF INNOVATION IN TOURISM’S BUSINESS
PROCESSES.
UNIT 3.- CONCLUSIONS AND CASE STUDIES.
Program of practice training
CASE STUDIES AND VISITS
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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
Complementary bibliography
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
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
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.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/
Innovation applied to Tourism Processes
Innovation applied to Tourism Processes - Tlf: (+34) 902 102 101
www.aemark.es
El Manual de Oslo http://www.uis.unesco.org/Library/Documents/OECDOsloManual05_spa.pdf
Study recommendations
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).
Instructional materials
Not necessary.
Teaching Guide 2016/2017
Innovation applied to the Management of Tourism Businesses
Master’s in Innovation and Tourism Marketing
On campus method
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
Index
Innovation applied to Tourism Processes .........................................................................3
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................8
Study recommendations .....................................................................................................9
Instructional materials ........................................................................................................9
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
Innovation applied to Tourism Processes
Module: Innovation Management in the Tourism Sector
Subject 3: Innovation applied to the Management of Tourism businesses
Nature: Compulsory
Number of ECTS: 3 ECTs
Time unit: 1st Semester (11th January – 18th February)
Teacher of the subject: Francisco J. Noguera Plaza y Javier Fernández Gallardo
Email: [email protected]
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Pilar Barra Hernández
Brief subject description
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.
Previous requirements
NOT NECESSARY.
Objectives of the subject
1. Acquiring knowledge and skills of the environment to manage effectively a tourism
organization
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
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
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
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.
CEM7: To be able to identify and manage key processes and carry out the continuous process
improvement.
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.
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
Methodology
Metholology 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
Program of theoretical training
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
Program of practice training
CASE STUDIES AND VISITS
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
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
Complementary bibliography
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
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.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
Innovation applied to the Management of Tourism Businesses
Innovation applied to Management of Tourism Businesses - Tlf: (+34) 902 102 101
www.adecec.com
www.ams-web.org
www.agenciasdemedios.com
www.aap.es
www.interbrand.com/
www.aemark.es
www.invattur.com
www.innolandia.es
www.segittur.es
www.innodriven.com/blog/
Study recommendations
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).
Instructional materials
Not necessary.
Teaching Guide 2016/2017
Knowledge and Management of Customer and Markets
Master’s in Innovation and Tourism Marketing
On campus method
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
Index
Knowledge and Management of Customer and Markets .................................................3
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Competences and leaning results......................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................7
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................9
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
Knowledge and Management of Customer and Markets
Module: Marketing Management and Branding in Tourism
Subject 1: Knowledge and Management of Customer and Markets.
Nature: Compulsory
Number of ECTS: 6 ECTs
Time unit: 2nd Semester (25th April – 27th May)
Teacher of the subject: Francisco José Noguera Plaza
Email: [email protected]
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Miguel A. Beltrán Bueno
Brief subject description
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.
Previous requirements
NOT NECESSARY.
Objectives of the subject
1. Knowing the importance “DETINATION IMAGE” for the design of marketing strategies.
2. Understanding tourists’ consumer behaviour, focusing on their motivations and perceptions.
Competences and leaning results
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.
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
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.
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.
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.
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
Methodology
Metholology 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
Program of theoretical training
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.
Program of practice training
CASE STUDIES AND VISITS
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
Basic bibliography
Parra, M.C. y Beltrán, M.A. (2013). Comportamiento del Consumidor. UCAM, Murcia.
Complementary bibliography
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.
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
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.marketingdirecto.com
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
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
Study recommendations
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.
Knowledge and Management of Customer and Markets
Knowledge and Management of Customer and Markets - Tlf: (+34) 902 102 101
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 up oaded behind the submission dead ine wi have a pena t of
10%. (No work will be accepted after 15 days from submission deadline).
Instructional materials
Not necessary.
Teaching Guide 2016/2017
Innovation and Tourism Marketing Management
Master’s in Innovation and Tourism Marketing
On campus method
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
Index
Innovation and Tourism Marketing Management .............................................................3
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and reference sources ..................................................................................6
Webs related ........................................................................................................................8
Study recommendations .....................................................................................................9
Instructional materials ........................................................................................................9
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
Innovation and Tourism Marketing Management
Module: Marketing Management and Branding in Tourism
Subject 2: Innovation and Tourism Marketing Management
Nature: Compulsory
Number of ECTS: 6 ECTs
Time unit: 2nd Semester (25th April – 27th May)
Teacher of the subject: Manuel Egea
Email: xxxx
Schedule of attention: Thursday from 9.30h-13.30h
Module, subject or course Teacher/Coordinator: Miguel A. Beltrán Bueno
Brief subject description
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.
Previous requirements
NOT NECESSARY.
Objectives of the subject
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
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.
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
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.
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.
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.
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
Methodology
Metholology 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
Program of theoretical training
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
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
Program of practice training
CASE STUDIES AND VISITS
Relation to other disciplines of the study program
This subject relates to the rest of the compulsory subjects of the curriculum.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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.
Complementary bibliography
Capriotti, P. ( 2005) Planificación estratégica de la imagen corporativa. [2a impr]. Barcelona:
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
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
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
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
Innovation and Tourism Marketing Management
Innovation and Tourism Marketing Management - Tlf: (+34) 902 102 101
Study recommendations
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).
Instructional materials
Not necessary.
Universidad Católica San Antonio de Murcia – Tlf: (+34) 902 102 101 [email protected] – www.ucam.edu
Teaching Guide 2016/2017
The public support to the development of
technology in tourism
Master’s in Innovation and Tourism Marketing
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
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and Sources of information .........................................................................7
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................8
The public support to the development of technology in tourism
3
The public support to the development of technology in tourism
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
Email: [email protected]
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.
The public support to the development of technology in tourism
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.
The public support to the development of technology in tourism
5
Methodology
Metholology 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
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).
The public support to the development of technology in tourism
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.
Program of practice training
Field visit to Benidorm: Invat-tur and CdT.
Relation to other disciplines of the study program
- Technologies applied to tourism.
- Innovation and tourism's marketing management.
- Final master project.
-
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade.
The public support to the development of technology in tourism
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/
The public support to the development of technology in tourism
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/
Study recommendations
Not needed.
Instructional materials
Not needed.
Universidad Católica San Antonio de Murcia – Tlf: (+34) 902 102 101 [email protected] – www.ucam.edu
Teaching Guide 2016/2017
Technologies applied to tourism
Master’s in Innovation and Tourism Marketing
On campus method
Technologies applied to tourism
Index
Technologies applied to tourism........................................................................................3
Brief Description ..................................................................................................................3
Objectives ............................................................................................................................3
Competences .......................................................................................................................3
Methodology ........................................................................................................................5
Content .................................................................................................................................5
Relation to other disciplines of the study program ..........................................................6
Assessment system ............................................................................................................6
Bibliography and Sources of information .........................................................................6
Study recommendations .....................................................................................................7
Instructional materials ........................................................................................................7
Technologies applied to tourism
3
Technologies applied to tourism
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]
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
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
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.
Technologies applied to tourism
4
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
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.
Technologies applied to tourism
5
Methodology
Metholology 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
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.
Program of practice training
Visit to Thinnkers (cool innovation).
Technologies applied to tourism
6
Relation to other disciplines of the study program
- Pubblic support to the development of technology in tourism.
- Innovation and tourism's marketing management.
- Final master project.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- 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.
Technologies applied to tourism
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/
Study recommendations
Not needed.
Instructional materials
Not needed.
Teaching Guide 2016/2017
Final project
Master’s in Innovation and Tourism Marketing
On campus method
Final project
[Subject] - Tlf: (+34) 902 102 101
Index
Final project .........................................................................................................................3
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Competences and leaning results......................................................................................4
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................5
Assessment system ............................................................................................................5
Bibliography and reference sources ..................................................................................5
Webs related ........................................................................................................................6
Instructional materials ........................................................................................................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
Teacher of the subject: Margarita Capdepón Frías
Email: [email protected]
Schedule of attention: Tuesday and Wednesday, 11:00 to 13:30 h
Module, subject or course Teacher/Coordinator: Jorge Lopez Carratalá
Brief subject description
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.
Previous requirements
Having passed all the subjects of the master
Objectives of the subject
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
Competences and leaning results
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.
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
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.
Relation to other disciplines of the study program
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
Bibliography and reference sources
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
Complementary bibliography
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
Instructional materials
Using the Virtual Campus . Using internet -connected device for video conferencing. Download
Skype.
Teaching Guide 2016/2017
The new global tourism environment
Master’s in Innovation and Tourism Marketing
On campus method
The new global tourism environment
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Index
Brief subject description .....................................................................................................3
Previous requirements ........................................................................................................3
Objectives of the subject ....................................................................................................3
Competences and leaning results......................................................................................4
Methodology ........................................................................................................................5
Syllabus ................................................................................................................................5
Relation to other disciplines of the study program ..........................................................7
Assessment system ............................................................................................................7
Bibliography and reference sources ..................................................................................7
Webs related ........................................................................................................................8
Study recommendations .....................................................................................................8
Instructional materials ........................................................................................................8
The new global tourism environment
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The new global tourism environment
Module: Tourist environment and the importance of innovation
Subject: The new global tourism environment
Nature: On campus
Number of ECTS: 6
Time unit: 1st
Teacher of the subject: Margarita Capdepón Frías
Email: [email protected]
Schedule of attention: Mondays and Wednesdays form 9.30 am to 11.30 am.
Module, subject or course Teacher/Coordinator: Maria Dolores Gil Quiles
Brief subject description
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.
Previous requirements
Not needed
Objectives of the subject
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.
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Competences and leaning results
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
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.
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Methodology
Metholology 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
Program of theoretical training
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
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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
Program of practice training
Case study unit 2: Markets, tourists and experiences
Case study unit 3: Tourism information management
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Case study unit 4: Urban tourism destination pressure management
Relation to other disciplines of the study program
- The public support to the development of technology in tourism.
- Innovation and tourism's marketing management.
- Final master project.
Assessment system
February/June Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
September Call:
- Presentation in class: 70% of total grade
- Attendance and participation: 30% of total grade
Bibliography and reference sources
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.
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Complementary bibliography
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/
Study recommendations
There are not study recommendations.
Instructional materials
Not needed.