By 2020 more than 70% of tourists will manage their holidays with a smartphone. And the presence in the online channels today is fundamental for any tourist business because the "no presence" is no longer an option.

For this reason any tourism company with a focus on customer needs requires a specialist to manage sales channels, digital marketing and electronic commerce management, which translates into a demand for professionals who know the tourism sector and dominate these disciplines.

In the Master in Tourism with a specialization in e-Commerce or Digital Marketing you will learn the most advanced techniques of digital marketing and positioning in the online channel to respond to the demand of qualified professionals that the sector demands.

What will I learn?

Upon completion of the Master in Electronic Commerce and Tourism you will be perfectly capable of:
  • To know in depth the scope of Digital Marketing in the Tourism sector and e-Commerce.
  • Take advantage of all the business models covered by the Tourism sector.
  • Apply the techniques of Tourist Marketing in order to get the largest number of customers and sales from an electronic commerce.
  • Get to position in the best positions of the search engines any e-Commerce of the Tourism sector.
  • Manage and retain customers.

Who is it for?

The Master in Tourism and Electronic Commerce provides training specifically oriented to the following profiles:
  • Professionals from the tourism sector who want to take advantage of the latest and updated techniques of Digital Marketing and take advantage of electronic commerce.
  • Professionals and entrepreneurs who work in the Tourism sector and want to update their skills and adapt to the changes that e-Commerce has brought to the sector.
  • Directors of the Tourism sector who wish to expand sales channels through e-Commerce.
  • People who want to specialize in Tourism Marketing and take advantage of the high demand for work offered by the sector.


The structure and subjects of the Master in e-Commerce and Tourism is organized as follows:

Module 1. Introduction to electronic commerce

  • Introduction to electronic commerce
  • Technology in e-commerce: Platforms, designs and modules
  • Business models in electronic commerce
  • Masterclass: Success stories
  • Masterclass: Platforms

Module 2. Introduction to Digital Tourism

  • The new traveler and new models of inspiration, purchase and experience
  • The destinies of S. XXI
  • Smart destinations
  • Masterclass: Sustainable Tourism: evolution and market trends
  • Masterclass: Smart tourist destinations

Module 3. Prestashop

  • Riding a Prestashop
  • Prestashop inside
  • Prestashop modules
  • Masterclass: Success stories
  • Masterclass: Other platforms

Module 4. New Trends

  • Eco friendly or sustainable hotels
  • Future: Smart hotels and virtual reality in Tourism
  • Internet of things
  • Masterclass: What does a business angel value in a start up?
  • Masterclass: Collaborative Tourism as a generator of opportunities
Module 5. Store management and online shop windows: Price, catalog and purchase UX
  • The pricing and margin in electronic commerce
  • The homepage and catalog of an online store: Categories, Filters, Attributes
  • The product page and the check out as a sales key
  • Masterclass: Success stories
  • Masterclass: Online fraud

Module 6. Business models in tourism

  • The new business models in B2C, B2B and B2B2C tourism
  • New user acquisition models: marketplace and flash sales
  • The new collaborative economy and the Airbnb case
  • Masterclass: Tools
  • Masterclass: Success story
Module 7. Procurement, logistics and shipping management
  • Procurement in e-commerce and the relationship with suppliers
  • Logistics and stock management in the warehouse
  • Shipping management, delivery methods and after-sales service
  • Masterclass: Success stories
  • Masterclass: Stock management models for e-Commerce

Module 8. Technologies

  • Technologies for e-Business (CRM, CMS, RMS)
  • Revenue management
  • The GDSs and analysis of the Amadeus case
  • Masterclass: Different CRM platforms with a focus on SalesForce
  • Masterclass: Online fraud: prevention and detection
Module 9. Business management and expansion in electronic commerce
  • Business plan and viability of electronic commerce
  • Financing and treasury management
  • Internationalization and expansion in electronic commerce
  • Masterclass: Success stories
  • Masterclass: Ways of financing

Module 10. UI, UX and Big Data

  • Big Data (specialized)
  • Usability and UX (we can specialize it a little)
  • Analysis of the Logitravel case
  • Masterclass: Success stories
  • Masterclass: Digital product. Usability Pending
Module 11. Capture and analytics in electronic commerce
  • SEO and SEM for e-commerce
  • Social Media and Social Commerce
  • Web analytics for e-commerce
  • Masterclass: Capture for e-Commerce
  • Masterclass: Success stories

Module 12. Startup creation

  • Creation of business models and viable minimum product
  • Business strategy and competitive advantage
  • Strategic and operational marketing
  • Masterclass: Online distribution strategies in tourism
  • Masterclass: Success stories

Module 13. Loyalty, automation and CRM

  • Loyalty, retention and customer life time value (LTV)
  • 360º CRM Strategies: Email, SMS, Notifications, ...
  • Tools and practical management of CRM
  • Masterclass: Success stories
  • Masterclass: Customer Service for e-Commerce

Module 14. Customer Experience

  • Customer Journey Map
  • Customer acquisition and conversion processes
  • OmniCampaign Platform for Customer Experience strategy management
  • Masterclass: Alignment of marketing and sales strategy
  • Masterclass: Omni-channeling and how to achieve a homogeneous experience

Module 15. Amazon as a success story

  • Past, present and future of Amazon
  • Channels and business models of Amazon
  • Logistics and customer service at Amazon
  • Masterclass: Other cases
  • Masterclass: e-Commerce in other areas

Module 16. Digital Marketing

  • Content Marketing SEO
  • Email marketing and affiliation models
  • Digital analytics
  • Masterclass: The importance of content in tourism promotion
  • Masterclass: Making profitable blogs and tourism websites: affiliate marketing

End of Master Project

* The syllabus and masterclasses may suffer modifications motivated by the update and improvement thereof.

Program taught in:
  • Spanish

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Last updated January 7, 2019
This course is Online
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750 hours
5,750 EUR
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