Guía Docente 2016/2017

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1 Guía Docente 2016/2017 Master s in Innovation and Tourism Marketing On campus method

2 Teaching Guide 2016/2017 INNOVATION: A REALITY IN THE TOURISM SECTOR Master s in Innovation and Tourism Marketing On campus method

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4 Innovation: A Reality in the Tourism Sector 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 - Tlf: (+34)

5 Innovation: A Reality in the Tourism Sector 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 mcarmona@ucam.edu / ameseguer@ucam.edu 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 - Tlf: (+34)

6 Innovation: A Reality in the Tourism Sector 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 - Tlf: (+34)

7 Innovation: A Reality in the Tourism Sector 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 Discussion groups, Seminars 9 45 hours (30 %) Assessment 9 Personal study 47,25 Task preparation and exposition Scientific Article analysis y Bibliographic search 31,5 26, hours (60 %) TOTAL Innovation: A Reality in the Tourism Sector - Tlf: (+34)

8 Innovation: A Reality in the Tourism Sector 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 - Presentation in class: 70% of total grade September Call: - 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 - Tlf: (+34)

9 Innovation: A Reality in the Tourism Sector 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), Webs related 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. Innovation: A Reality in the Tourism Sector - Tlf: (+34)

10 Teaching Guide 2016/2017 Internship Master s in Innovation and Tourism Marketing On campus method

11 Practical Development 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 Internship - Tlf: (+34)

12 Practical Development 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 fjnoguera@ucam.edu Schedule of attention: Monday to Thursday from 9.30am to 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. Internship - Tlf: (+34)

13 Practical Development 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. Internship - Tlf: (+34)

14 Practical Development Methodology Metholology Hours Hours of face to face work Hours of non face to face work Supervision 7,5 Discussion groups, Seminars 7,5 hours (5 %) Assessment In company 135 Internship Memory 7,5 142,5 hours (95 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% Internship - Tlf: (+34)

15 Practical Development 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 Internship - Tlf: (+34)

16 Teaching Guide 2016/2017 Innovation applied to Tourism Business Models Master s in Innovation and Tourism Marketing On campus method

17 Innovation applied to Tourism s Business Models 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 - Tlf: (+34)

18 Innovation applied to Tourism s Business Models 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: 1 st Semester (11 th January 18 th February) Teacher of the subject: Francisco José Noguera Plaza y Nicholas Montgomery prandez@gmail.com 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 - Tlf: (+34)

19 Innovation applied to Tourism s Business Models 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 - Tlf: (+34)

20 Innovation applied to Tourism s Business Models Methodology Metholology Hours Hours of face to face work Hours of non face to face work Theoretical exposition 27 Discussion groups, Seminars 9 45 hours (30 %) Assessment 9 Personal study 47,25 Task preparation and exposition 31,5 105 hours (60 %) Scientific Article analysis y Bibliographic 26,25 search TOTAL 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 CASE STUDIES AND VISITS Program of practice training Innovation applied to Tourism s Business Models - Tlf: (+34)

21 Innovation applied to Tourism s Business Models 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 JOHNSON, S. Quién se ha llevado mi queso. Cómo adaptarnos a un mundo en constante cambio. Innovation applied to Tourism s Business Models - Tlf: (+34)

22 Innovation applied to Tourism s Business Models MINUBE (2011) Libro Blanco de los viajes sociales RUÍZ JIMÉNEZ y ARIAS MARTÍN (2007) Incidencia de las TICs en la mejora de la productividad, rentabilidad y calidad del sector turístico XI CONGRESO DE TURISMO, UNIVERSIDAD Y EMPRESA (2009) Innovación, creatividad y nuevos modelos de gestión en turismo. Webs related Innovation applied to Tourism s Business Models - Tlf: (+34)

23 Innovation applied to Tourism s Business Models 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. Innovation applied to Tourism s Business Models - Tlf: (+34)

24 Teaching Guide 2016/2017 Innovation and Creativity applied to the Generation of Value Master s in Innovation and Tourism Marketing On campus method

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

26 Innovation and Creativity applied to the Generation of Value 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: 1 st Semester (11 th January 18 th February) Teacher of the subject: Francisco J. Noguera Plaza fjnoguera@ucam.edu 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 - Tlf: (+34)

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

28 Innovation and Creativity applied to the Generation of Value Methodology Metholology Hours Hours of face to face work Hours of non face to face work Theoretical exposition 27 Discussion groups, Seminars 9 45 hours (30 %) Assessment 9 Personal study 47,25 Task preparation and exposition 31,5 105 hours (60 %) Scientific Article analysis y Bibliographic 26,25 search TOTAL Syllabus UNIT 1. CREATIVE SOLUTIONS Program of theoretical training 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 CASE STUDIES AND VISITS Program of practice training Innovation and Creativity applied to the Generation of Value - Tlf: (+34)

29 Innovation and Creativity applied to the Generation of Value 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 : 2006 Gestión de la I + D + I: Requisitos de un proyecto de I+ D+ I UNE : 2006 Gestión de la I+D+I: Requisitos de un sistema de gestión de la I+D+I UNE : 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 Innovation and Creativity applied to the Generation of Value - Tlf: (+34)

30 Innovation and Creativity applied to the Generation of Value JOHNSON, S. Quién se ha llevado mi queso. Cómo adaptarnos a un mundo en constante cambio. MINUBE (2011) Libro Blanco de los viajes sociales RUÍZ JIMÉNEZ y ARIAS MARTÍN (2007) Incidencia de las TICs en la mejora de la productividad, rentabilidad y calidad del sector turístico XI CONGRESO DE TURISMO, UNIVERSIDAD Y EMPRESA (2009) Innovación, creatividad y nuevos modelos de gestión en turismo. Webs related Innovation and Creativity applied to the Generation of Value - Tlf: (+34)

31 Innovation and Creativity applied to the Generation of Value 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. Innovation and Creativity applied to the Generation of Value - Tlf: (+34)

32 Teaching Guide 2016/2017 Innovation applied to Tourism Processes Master s in Innovation and Tourism Marketing On campus method

33 Innovation applied to Tourism Processes 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 - Tlf: (+34)

34 Innovation applied to Tourism Processes 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: 1 st Semester (11 th January 18 th February) Teacher of the subject: Francisco J. Noguera Plaza y Manuel Ortuño Aleu manortal@gmail.com 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 - Tlf: (+34)

35 Innovation applied to Tourism Processes 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 - Tlf: (+34)

36 Innovation applied to Tourism Processes Methodology Metholology Hours Hours of face to face work Hours of non face to face work Theoretical exposition 27 Discussion groups, Seminars 9 45 hours (30 %) Assessment 9 Personal study 47,25 Task preparation and exposition 31,5 105 hours (60 %) Scientific Article analysis y Bibliographic 26,25 search TOTAL 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. CASE STUDIES AND VISITS Program of practice training Innovation applied to Tourism Processes - Tlf: (+34)

37 Innovation applied to Tourism Processes 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 : 2006 Gestión de la I + D + I: Requisitos de un proyecto de I+ D+ I UNE : 2006 Gestión de la I+D+I: Requisitos de un sistema de gestión de la I+D+I UNE : 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 Gestión de la I+D+I. Requisitos de un proyecto de la I+D+I Innovation applied to Tourism Processes - Tlf: (+34)

38 Innovation applied to Tourism Processes Norma UNE-EN-ISO Gestión de la I+D+I. Requisitos de un sistema de gestión de la I+D+I Webs related Innovation applied to Tourism Processes - Tlf: (+34)

39 Innovation applied to Tourism Processes El Manual de Oslo al05_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. Innovation applied to Tourism Processes - Tlf: (+34)

40 Teaching Guide 2016/2017 Innovation applied to the Management of Tourism Businesses Master s in Innovation and Tourism Marketing On campus method

41 Innovation applied to the Management of Tourism Businesses 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 Management of Tourism Businesses - Tlf: (+34)

42 Innovation applied to the Management of Tourism Businesses 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: 1 st Semester (11 th January 18 th February) Teacher of the subject: Francisco J. Noguera Plaza y Javier Fernández Gallardo nicholas.montgomery@hotmail.com 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 Management of Tourism Businesses - Tlf: (+34)

43 Innovation applied to the Management of Tourism Businesses 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 Management of Tourism Businesses - Tlf: (+34)

44 Innovation applied to the Management of Tourism Businesses Methodology Metholology Hours Hours of face to face work Hours of non face to face work Theoretical exposition 27 Discussion groups, Seminars 9 45 hours (30 %) Assessment 9 Personal study 47,25 Task preparation and exposition 31,5 105 hours (60 %) Scientific Article analysis y Bibliographic 26,25 search TOTAL 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 CASE STUDIES AND VISITS Program of practice training Innovation applied to Management of Tourism Businesses - Tlf: (+34)

45 Innovation applied to the Management of Tourism Businesses 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 Introducción al Business Model Generation (Ostenwalder CANVAS) Introducción a la metodología Stage Gate Los once clanes viajeros Los millennials: el target turístico de moda Innovación aplicada a la gestión de negocio turístico Millennials_el_target_de_moda_para_el_turismo.pdf Innovation applied to Management of Tourism Businesses - Tlf: (+34)

46 Innovation applied to the Management of Tourism Businesses La innovación y la zona de confort Tendencias marketing turístico Estudio sobre comportamientos del viajero lookinside de google.. Claves para poner en marcha un social media plan. Gestión del contenido. El circulo de relevancia. Segmentación de mercados por el CANAL. viajesonline/ El blogtrip La reputación online como palanca de mejora continua Caso de éxtio REVIEWPRO. Inmersión en SEM y Turismo. Complementary bibliography Innovation applied to Management of Tourism Businesses - Tlf: (+34)

47 Innovation applied to the Management of Tourism Businesses 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 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 Innovation applied to Management of Tourism Businesses - Tlf: (+34)

48 Innovation applied to the Management of Tourism Businesses 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. Innovation applied to Management of Tourism Businesses - Tlf: (+34)

49 Teaching Guide 2016/2017 Knowledge and Management of Customer and Markets Master s in Innovation and Tourism Marketing On campus method

50 Knowledge and Management of Customer and Markets 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 - Tlf: (+34)

51 Knowledge and Management of Customer and Markets 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: 2 nd Semester (25 th April 27 th May) Teacher of the subject: Francisco José Noguera Plaza lostrovskaya@ucam.edu 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 - Tlf: (+34)

52 Knowledge and Management of Customer and Markets 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 - Tlf: (+34)