The main objectives of this Master in Innovation and Digital Marketing in Tourism is to prepare the future of professionals in the tourism sector and adapt them to the new reality of the industry, so as to have an adequate adaptation to the digital transformation and the integration of new technologies.

With this training, you will also learn to:

  • Analyze the fundamentals of a strategic vision of innovation, studying its fundamentals, analyzing the competitive environment, in order to allow the student to formulate, implement and monitor an innovative strategy for success
  • Evaluate the appropriateness of an innovative strategy, analyzing the marketing plan on which it is based, deciding the most appropriate channels of digital marketing, etc., thus guaranteeing the desired results for your company
  • Learn more about the new market trends, the customer and models
  • Helping to incorporate the most appropriate technology in business processes
  • Evaluate the transformation of the company into a digital environment
  • Develop and manage business scanning projects

Access Requirements

Bachelor's or equivalent professional experience


  • Tourism professionals in the areas of management, technology, sales and marketing
  • Entrepreneurs related to tourism (accommodation, catering, leisure activities, etc.) interested in upgrading their business
  • Public administration managers who stimulate and promote the tourist destination
  • Entrepreneurs who want to develop or expand their business in the tourism sector
  • Young graduates in the fields of tourism, economics and business administration and management


Module I

Digital Innovation in the Tourism Sector

  1. Context, global market and online
  2. The new client: how to adapt to different profiles
  3. Business models and digital processes
  4. Concept and types of innovation
  5. How to create new innovative products and services
  6. Accessibility: tourism for all
  7. Sustainability, a new framework

Module II

"Inteligence" in Tourism

  1. What is tourist intelligence and how to apply it
  2. Sources: volume, variety, reliability, value and speed
  3. Big Data and Open Data - data processing
  4. Capacity analysis: the achievement of added value

Module III

The Digital Media and Advertising: Communication Strategy, Graphic Advertising and Dynamic Advertising

  1. The advertising environment in the digital media
  2. Digital graphic advertising
  3. Contracting Models
  4. Marketing email
  5. Affiliate marketing

Module IV

Social Media and Community Management

  1. The Social Media ecosystem
  2. Communication strategy in Social Media
  3. Social Media Communication Platforms
  4. Analytics applied to Social Media
  5. Community Management

Module V

Search Engine Marketing: SEM, SEO and Web Analytics

  1. How Search Engines Work
  2. SEO Principles
  3. Implementation and operation of PPC campaigns
  4. Development and testing of landing pages
  5. Web Analytics

Module VI

Mobile Marketing

  1. Mobile Marketing Trends
  2. Advertising in mobile environments
  3. App marketing
  4. Direct Marketing in Mobile Marketing: Codes, Coupons and Messages
  5. Location Marketing in Social Media and Mobile Devices

Module VII

Content Marketing

  1. Content Marketing Processes and Rules
  2. Marketing Storytelling
  3. The Blogosphere and Content Management System (CMS)
  4. Development and maintenance of a blog 3.0
  5. Videomarketing online: from viral to webserie and video streaming
  6. The virtual reality: advergaming and metaversos
  7. Co-creation, virtual communities and wikis
  8. Digital publications and e-learning: e-book
  9. Applied Marketing Creativity
  10. From Copyright to Creative Commons

Module VIII

Marketing 360º

  1. E-commerce and m-commerce
  2. Direct sale vs intermediate sale
  3. Revenue management
  4. Gamification: how to improve up-cross selling
  5. Technology for management: CMS, BRS, CRS, channel manager

Module IX

Smart Destination: Intelligent Tourist Destination (DTI)

  1. Context and conceptual approach for DTI
  2. The four pillars of intelligent destinations
  3. The new digital tourist at the heart of the DTI
  4. Governance: systems of relation, cooperation and participation
  5. Information: meaning, management systems and tools
  6. Sustainability: scope, challenges and management tools
  7. Infrastructure, technology and networks. Collaborative platforms
  8. Processes to reach a DTI: diagnosis, strategy and action plans. Monitoring, evaluation and indicators

Module X

Master's Final Work


English course

Basic, Pre-intermediate, Intermediate or Advanced
The student can choose one of the four levels


The Master in Innovation and Digital Marketing in Tourism offers a totally flexible methodology adapted to your needs, regardless of geographical location or availability of time.

E-Learning Methodology: All content will be available on the campus virtual campus 24 hours a day, 7 days a week, without any mandatory schedule so it becomes extremely flexible. In this way, it is easy to reconcile an active professional life with an excellent academic formation.

All contents are updated with great technical rigor, are easy to understand and have a clear practical vocation.

The IMF Business School offers its students:

  • Personal tutorials (chat, phone, email)
  • Webinars
  • Discussion and discussion groups through forums and chats
  • Self evaluation tests
  • Case studies and documentation
  • Virtual Library


Continuous evaluation as one advances the study of the Master in Innovation and Digital Marketing in Tourism. Each module is evaluated through the combination of online exams and case study development.


The Course Tutors Panel is comprised primarily of corporate and academic professionals who can pass on to students real work experience and practical examples from their experience in business activity.

Download the programmatic content to know the Panel of Tutors.

Career Opportunities

Sector in Auge

The First Study on the Scanning of Economic Activity in Spain reveals that only one in three Spanish companies is prepared to tackle the digital transformation necessary to lead the market; Representing the tourism sector in Spain about 11.54% of GDP (according to Exceltur data), professionals are needed who can effect this transformation.

At the end of our Master, you will be prepared to exercise as:

  • Director and Manager of Tourism Companies
  • Business Development Manager
  • Commercial and / or Marketing Director in Tourism Companies
  • Responsible for the Digital Channel in Tourist Companies (e-Commerce, Community Manager, Revenue Manager, Social Media Manager)
  • CRM and Direct Customer Management Departments
  • Head of Tourism Products
  • Manager of R & D Projects in Tourism Companies
  • Head of Tourist Destinations

Employment and Internship Scholarship

The IMF Business School has an Employment and Internship Portal available to all students in this training.

Among the companies with which the IMF has partnerships and educational cooperation agreements for the formation of jobs, we highlight:

Program taught in:
  • Portuguese (Brazil)

See 44 more programs offered by IMF Business School Portugal »

This course is Online
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