Master in Tourism Innovation
Online
DURATION
1 Years
LANGUAGES
English
PACE
Part time
APPLICATION DEADLINE
15 Sep 2024*
EARLIEST START DATE
Jan 2025
TUITION FEES
EUR 12,000 **
STUDY FORMAT
Blended
* Early bird application deadline
** full attendance package | basic attendance package: EUR 9,000 | experience attendance package: EUR 4,500
Introduction
The Masters’ programme in Tourism Innovation - Events, hospitality and experience management is the new proposal of a school counting 30 year long experience in managerial and higher education for the Travel&Tourism Industry, and long term relations with all the most important companies and DMOs in the business. Furthermore, it has been awarded the prestigious international EQUIS accreditation, issued to only 1% of the Business Schools in the world.
The programme offers the unique experience of studying tourism in Venice, one of the main destinations in the world, and to immerse yourself in the lab for tourism this city is. You will see with your own eyes tourism not as a “side” activity but as one of the most important ones, and you will experience firsthand how it is running a business in such a competitive environment. Students will also have the chance to appreciate what are the impacts of tourism and the solution to mitigate the less positive ones.
The Master’s programme is a personal journey of growth focused on innovation for tourism, and it provides the students the technical and soft skills they need to launch an entrepreneurial endeavour, advance in their current organisation, or join the most important companies in the industry, or organisations managing destinations or cultural activities.
The programme is built upon experiential learning and immersive experiences, and to foster teamwork and networking.
The AI based and digital tools essential to the industry and its development are integrated transversally to each of the courses.
The Master is an online part time programme with an intensive full time month on site in Venice and other important destinations. The programme main language is English.
Hands on Labs, Industry days and classes, Special Guests’ Lectures, Live projects, and many other activities enrich this real-world learning experience.
Accreditations
Gallery
Admissions
Curriculum
The Master's curriculum includes 11 courses. Each unit is enriched with Industry classes, team working projects, and at least 1 Hands-on Lab:
Basics
Basic elements to understand the industry and its language, learn how to use some basic IT tools, know some of the main performance indicators:
- develop a professional language
- main KPIs for tourism, hospitality, events (occupancy rate, RevPAR, ADR, etc.)
- main KPIs for digital channels
- use of spreadsheets and main functions
- introduction to the economic and financial aspects of business management
Sustainability, protecting and promoting heritage
Tourism and the macro-trends that will shape the sector in the near future; the relationship between tourism, sustainability and climate change, all addressed in a realistic way through practical cases.
Hands-on Labs
- Circular and green transition for tourism businesses,
- Climate change impact and mitigation,
- Heritage and experiential tourism
Tourism and events management
Technical and soft skills to manage the multiple aspects of the hospitality and events industry, with a focus on the main management aspects of different tourism and on customer experience design, including the management of the continuous shift between digital and human interaction.
Hands-on Labs
- Luxury Hospitality management,
- Experience design,
- AI application for operations management
Marketing and digital marketing for the Travel&Tourism industry
Fundamental tools and concepts used in marketing and strategic marketing, with a focus on techniques applied in hospitality and event marketing. In particular:
- main digital communication and distribution channels and their peculiarities, also focussing on the
role of AI and other digital automation - traditional and new research methods for market research, segmentation and consumer tribes, positioning, fees and price management
Hands-on Labs
- Consumer neuroscience for tourism&hospitality,
- Content management,
- Online reviews and customer satisfaction management
Innovation in the tourism industry: cutting edge technologies and new business models
Overview of the evolution of automation, information systems, AI, metaverse, blockchain and other solutions and the impact they will have on businesses and tourists' choices. Focus on:
- business models born around technological solutions and those that will develop in the short to
medium term; - upcoming changes that technology will bring to the sector.
Hands-on Labs
- AI for digital marketing
- Big and Small Data
- Social media management
HR Management for hospitality and events
Main HR management processes (recruitment, development, compensation and talent management), organisational structures (organisational analysis and design, including types of contracts and outsourcing solutions) and human resources management and development (training, assessment, incentives, etc.)
Hands-on Labs
- Hiring for luxury hospitality,
- HR management in events planning,
- Corporate welfare for tourism businesses
Financial control for the tourism and events industry
Use of the main tools for management control and budgeting activities and impacts of financial decisions. Analysis of detailed budgets and KPIs made available by companies and discussed by financial managers. The particularities that distinguish tourism enterprises in terms of cost structure, integrative KPIs etc. will be constantly highlighted, through the use of cases and comparisons with other industries.
Hands-on Labs
- Holistic revenue management;
- Accepting or not an assignment for an event?
- Budgeting
Professional English and public speaking
Development of language and non-verbal communication skills specific to professional environments in the tourism and events sector, and enhancement of debating and public speaking skills, job interview techniques, interaction in international teams.
Hands-on Labs
- Non-verbal communication in different cultural contexts
- How to act in a business meeting
- Delivering a presentation during a meeting
Legal aspects in tourism and hospitality management
Presentation of the key principles of the laws applicable to hospitality, tourism, travel agencies, international event organisation. Special focus on consumer protection legislation and the responsibilities of intermediaries and organisers.
Hands-on Lab
- Supply contracts in the tourism industry
Finance, investments, and business development
Acquiring skills in the financial management of different kinds of tourism businesses, with a focus on the main sources of financing, including new financial aid solutions using indicators related to the green transition. Financial modelling from real cases and testing the ability to make data-driven decisions
Hands on Lab
- Real estate management
Tourism policy and development
Management of the relationships between the public and private sectors, identification and management of the different stakeholders and their roles. Tourism development planning in relation to urban planning and mobility. Organisational solutions and structures to foster cooperation between companies (clusters and other networks)
Hands-on Labs
- Smart cities and Smart destination
- Managing mobility in tourism destinations
- Designing and managing European-sponsored projects
Scholarships and Funding
Scholarship sponsored by institutions and companies can be offered during the recruitment stage or during the class period. Eligibility criteria and conditions depend on what is agreed with the institution or company issuing the scholarship. All the applicants will be informed about the scholarship, the eligibility criteria, and the deadlines for submitting their application.
Furthermore
- Italian applicants can apply for scholarships sponsored by their Regional governments;
- International students can get more information on scholarships from the Italian Culture Institutes, the Italian Embassies and the Consulate General of Italy in their own country;
- INPS offers scholarships to attend Master's programmes as well; more information is available at the INPS website (The call is usually out in November).
Program Tuition Fee
Student Testimonials
Career Opportunities
Hospitality Hotellerie Camping, village property management, Other kinds of accommodation
- General Management
- Sales&marketing
- Revenue management
- Digital and content marketing
- Conference room management and events organisation
- Purchasing and sustainable supply chain management
- HR management
- Financial Control
- Green transition management
- Food&Beverage management
- Room Division/Front Office management
- Housekeeping
- Digital ecosystem development
- Business development and real estate
Intermediaries OTAs Tour operators Business travel agencies Networks of travel agencies
- Sales&Marketing
- Operations, design of tours and itineraries
- Organising incentive trips
- Digital Customer Relationship Management
- Supply chain management
- Business development
- Luxury Travel Advisor
- Digital development
- Group Travel Coordinator
- Experience designer
- Destination Specialist
MICE/Event and congress organisation and management
- General Management
- Project management
- Business development
- Marketing
- Event design and planning
- PR and communication
- Content marketing
Consultancy companies/Services to tourism businesses
- Design of destination management plans
- Business development
- Destination Marketing
- Revenue consultant/temporary management
- Organisation and management of trade fairs
- Digital service specialist
- Data analyst
- Social media specialist
- Trainer
Airlines/ Airport companies /Shipping companies and cruise lines
- Marketing
- Business development
- Financial control
- Green transition and certification
- Supply chain management
Companies/Organisations for the management and promotion of cultural and environmental assets
- Development plans
- Marketing
- Organisation of events (sport, culture, etc.)
- Fundraising
- PR and communication
Program Outcome
With the Master's programme in Tourism Innovation the students will embark upon a challenging journey of growth, both from the professional and the personal point of view.
The programme is designed to provide advanced expertise and hands on experience to
- professionals who desire to boost their career
- students who want to develop the skills needed the future managerial roles of one of the fastest growing industry in the world.
The key features:
- innovation and trends that will drive the future of the industry: AI, digital tourism, new luxury hospitality, tourism experience desing, circular economy, climatic chance and more
- hands on approach: live projects, labs, industry days, field activities
- industry classes: direct eeting and sicussion with managers and entrepreneurs – professionals teaching other professionals
- internship at the most important companies and institutions in Italy and abroad, or recognition of credits deriving from working activity
- networking with the industry professionals, starting form the 1000 Alumni of the long lasting Master Ciset, that educated the Italian tourism managers for 30 years
- the most innovative international experts and teachers
Program delivery
Course delivery: online, part-time + 4 intensive weeks on site
Learning journey and schedule
- Labs, Industry classes, Special guests lectures, lectures: from 23rd January to December 2025
- Timetable: online classes on Thursdays afternoon and Friday (all day), form January to May, and from mid-october to the beginiing of December e
- Intesive and immersive weeks: March 2025
- Internship: from June to October, full time, at least 500 hours (credits deriving from working ativity during the same period can be recongised as well, if the job is consistent wih the Master's focus)