Tourism and Events

Digital Marketing for Tourism and Events Management.

The Master in Digital Marketing for Tourism and Events Management trains managers and professionals from the tourism sector and MICE on the use of digital and web marketing. The faculty, consisting in managers, consultants and academics, provide the necessary tools and skills needed to grow professionally. Over the past 30 years, information and communication technologies have had a crucial impact on the way business is done. This is even more true in the tourism sector and the organization of events, in which the web and social media have changed the shopping experience and the sharing of information both in consumer demand, whom are increasingly more aware and demanding of both supply suppliers who must respond with products and of services which are becoming more personalized. The Master in Digital Marketing for Tourism and Events Management is a part-time University master, which lasts 12 months and is divided into 10 core courses on the main topics of marketing and tourism management. Teaching is organized into 16 on-campus sessions (Friday and Saturday) held at the Polo Scientifico of Rimini and Bologna Business School. Lessons include case studies, interviews and group discussions.




PerTe Prestito Con Lode”, a long-term and low-interest honor loan, with no collateral required to cover the full amount of the tuition fee.

Marcello M. Mariani

Marcello M. Mariani

Direttore Scientifico

" The Master in Digital Marketing for Tourism & Events Management is the Master of the future for all operators, managers and professionals who are interested in developing winning skills on the web and social media in the tourist industry and the organizing of events. The emphasis is not only on the fundamental disciplines of business - finance, organization and traditional marketing - but especially on web marketing and advertising, digital communications, social media and applications for smartphones. "


Emanuele D’Amelio

Coordinator, Unione Sammarinese Operatori Turistici

"A training path that is of interest not just for the theory, but for its practical implementation, applicable to the working context."

Elisa Marzaloni

Event Specialist, Royal Hotel Carlton

"A Master's to provide a framework to the skills acquired “on the field” and to have a general-specific overview of dynamics in the meeting industry."


The Master in Digital Marketing for Tourism and Events Management is a master, in which formal and informal opportunities for discussion are created to facilitate the exchange of ideas and experiences among the participants.
Networking develops between students of the same class, between participants and teachers, and with students from other courses.



CAST (Centro di Studi Avanzati sul Turismo)



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nuovo_Federcongressi&eventi         Firenze Convention Bureau LOGO               CBRR_PC_ piccolo


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In collaboration with: BTOEDU - Logo



Partners of the program

Acquafan APT Emilia Romagna Confcommercio Emilia Romagna Convention Bureau di Rimini Federalberghi Emilia Romagna Federcongressi Fipe

International Week


The Master lasts 12 months (summer break in July and August) for a total of 17 on-campus sessions, normally articulated in a day and a half (Friday and Saturday), to which is added the final presentation of the project work carried out by the participants.
Headquarters of the lessons:  classes will be held at Rimini at the facilities of the Polo Scientifico, and then subsequently held at the headquarters of Bologna in Bologna Business School.
Learning hours: 1500 hours (200 hours of lecturing divided into 9 core courses, 800 hours of individual study and 500 hours of project work or internship)

9 courses developed in close succession to allow participants to deepen the different perspectives related to digital and web marketing. The courses normally have a duration of between 20 and 25 hours.


The financial statement programme applied to tourism businesses deals with three main areas, as follows: it starts with business administration applied to tourism; in particular, from the concept of tourism business and tourism system. After this first stage, it aims at analysing the main forms of accommodation businesses, without neglecting to briefly study the legislation of travel agencies and tour operators. Lastly, it focuses on Accountability, specifically on the role of the financial statement in the context of tourism businesses. The finance programme for tourism businesses deals with the investment and financing decisions of businesses operating in tourism. Topics are dealt with highlighting the main events that characterise the financial management and the strategic role of financial analysis and business finance in the process of managing tourism businesses and services.

The course is structured in two modules, the first module is dedicated to the introduction of technologies and methodologies for the management of modern information systems on the subject of server-side Web applications. It will introduce the main features of the software for the management of relational databases (RDBMS), the rudiments of the SQL language for data access, and outline the most used techniques for the design/analysis of relational databases . The evolution of information systems, from enterprise system applications to traditional big-data and social-media analysis. The second part illustrates the technological basics and business opportunities related to the development of mobile applications. In this regard, we will briefly analyze the characteristics and differences of the major operating systems currently on the cell phone market (Android / IoS / Windows Phone). We will then describe the technologies that support the development of advanced services for mobile apps related to tourism (eg. Geo-location services, augmented reality, mobile advertising, etc).

The course addresses the issues of marketing and communication of tourism services. Firstly it identifies the specificity of management and marketing services, identifying management models and practices. It then focuses on the declination of management and marketing services for the tourism and hospitality sectors. Particular emphasis will be given to: The analysis of the demand for the services and customer behavior; The analysis of the competitive environment, mainly in a customer-based perspective; The main strategies of marketing management and in particular the choice of segmentation targeting and positioning; Relations with the market and generating satisfaction, loyalty and trust with customers; The definition of the value proposition for the market; The choices of branding; Pricing policies and the definition of the price in line with the perceptions of market value; The communication of the value generated by tools above and below the line; The new trend in Service Marketing Management.

The course explains the concept of a tourist destination and describes the competitive dynamics in place among tourist destinations globally as well as national and international tourist flows. In particular, it provides in-depth study of organizations that aim at strategically managing and promoting a region/destination: the so-called Destination Management Organizations (DMOs). It will present the 6 main roles with emphasis on the promotion, marketing and communication (with reference to both the tourism that all 'hosting of events). The main techniques of marketing destinations, with emphasis on the role of the Web 1.0 and social media through national and international case studies will also be demonstrated.

Events are first and foremost a communication tool. Different objectives require different events and, often, they imply the fact of taking different decisions, different organizational modes and skills. The course provides an overview of the main types of event, with a specific focus on the most significant stages concerning organization and communication. From the creation of the marketing plan, to the definition of contents and action plan, to the realization of the tools necessary to involve the process primary players: client, sponsor, participants and suppliers.

Which are the most relevant, current organizational and strategic changes in tourism businesses? With which theoretical references can we identify satisfying interpretations and efficient intervention strategies? The course aims at answering these questions and offering students an overview of the main strategy themes and problems and the organization in the tourism sector. The teaching will be conducted by way of analyses of case-studies and current trends, concerning both strategy and organization. In particular, the focus will be on the analysis of relevant concepts, such as roles and tasks, organizational configurations, competitive and growth strategies, industry analysis and competitive advantage. At the end of the course, students will be able to take decisions concerning the organization and strategy in tourism businesses and tourist destinations, and to use different theories on organization and strategic tools to interpret current changes and intervene on them.

The cycle of the tourism experience follows these steps: dream, search, book, experience, share and the players need to relate to these, and today in the digital environment as well. Starting from the growing role of the tools at the disposal of travellers at the time of the web 2.0 and the mobile connectivity, the course will analyse in depth the following themes: storytelling, content curation and brand reputation for accommodation businesses, restaurants and destinations. Finally, the case-histories of Tuscan Maremma, Basilicata and Latium will be delved into, as they are significant under many aspects, in the management of the online relation of a destination with its travellers.

In recent years, the global affirmation of the Internet, the advent of social platforms and mobile devices have led to a decisive acceleration and irreversible change. The online presence of a tourism business is created through the construction of a digital ecosystem that goes beyond the mere creation of a website. While complex in appearance, in reality an it is an opportunity to return to being the protagonist of a commercial destiny. The course aims to provide the fundamentals of a healthy online presence. From the creation of the website, to its organic promotion [SEO] and investment in increased visibility on search engines [SEM]. Particular attention will be given to social platforms and mobile navigational marks which significantly increase year after year. The training course will also touch on the phases of web analytics and reputation management which are directly linked to revenue management strategies.

A tourist destination, the fundamental unit of analysis for understanding the phenomenon of tourism, is now a complex digital ecosystem in which the size of the "real" and the "virtual" inextricably intertwine. As in a natural ecosystem, they combine to form a whole in which coexistence allows for economic and social returns much higher than those obtainable by remaining in one subsystem or another. To achieve these results, however, a thorough understanding of aspects of the Web and social media and how these relate to the "real"  component of a destination is required. Using the framework of Web Science, the course addresses the theoretical and practical basis for formulating a digital strategy for a destination with special emphasis on techniques for decision support (web analytics, indicators and assessment of effectiveness), on how to approach to improve and manage the online visibility (SEO / SEM) and harmonization of marketing channels and distribution as a tool to promote the economic development of the destination.

Learning method

The Master provides an academic methodology based on lectures, tutorials and group projects.
The courses are taught in close succession to allow participants to deepen a single subject area at a time, ensuring effective progress of the learning path.




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The tuition fee is 6.800,00 euros which is divided into three installments: 

  • First installment: 1.050,00 euros to be paid by 25 February 2016
  • Second Installment: 3.000,00 euros to be paid by 29 April 2016
  • Third Installment: 2.750,00 euros to be paid by 30 June 2016

The tuition fee can be added to your tax return.

The tuition fee for auditors is 4.800 euros which is to be paid as a single installment.

This year Bologna Business School will be awarding 1 scholarship to the most qualified participant to the master, for a value of 4.000 euros .

The tuition fee includes:

BBS Community Events
Computer lab
Wi-fi access
Access to financial statement databases of enterprises
Access to our restaurant
Free entrance to our gym




Thanks to the agreement between BOLOGNA BUSINESS SCHOOL and Intesa San Paolo, participants in the Master have access to an honor loan without collateral and at reduced interest. The total amount of the loan covers the enrolment fee. In summary:

  • Amount equal to the enrollment fee
  • Reduced interest
  • No collateral
  • Repayable in 10 years
  • No constraints of extinction


Download the file on information on opening credit and honour loans.


Alumni and Companies can check the availability of vouchers at the Interprofessional Funds:
Fondimpresa – for managers / middle management
Fund Managers PMI – for managers of industrial SMEs
Fondirigenti – for managers
Fon.Coop – for Cooperatives
BBS is accredited FON.TER – for companies and Tertiary Services


The Master is intended for professionals who desire acquire, develop and systematize their competence in the area of digital and web marketing. Moreover it is also recommended for recent graduates whom already possess professional experience in the tourism sector.

Candidates must have obtained their degree prior to the enrolment deadline, which is 25 February 2016, including all other requirements described in the Call for applications.Candidates who only possess a secondary school diploma may be admitted up to a quota of 20% of the total amount of enrolled students.

Verifying the admission requirements can be done by consulting the Call for applications.


The Master has 40 places reserved for participants in possession of a university degree from the new or the old system, provided that they are of the disciplines indicated in the Call for applications. A further maximum of 8 auditors – participants attending without an academic degree but whom are otherwise eligible – are allowed to enrol.

Admission requires you to successfully pass an admission test, which will be held at Bologna Business School on 29 January 2016. The test consists of an interview regarding the professional goals of the candidates and its subsequent coherency with the academic path of the Master.

More information on how to enrol are available in the “Call for applications for admission to a first level University Master”, which can be downloaded from the websites of Bologna Business School or Alma Mater Studiorum University of Bologna.


Yes, since it is a first level Master, a Bachelor’s degree is a requirement for participation. In order to verify admission requirements we ask you to please consult the Call for applications. However, a quota not exceeding 20% of the places are open to participants lacking a degree. In such a case, after an agreement is made with the Program Manager, it is possible to perform a selection interview with the Director of Studies.
Il Master prevede un project work finale. Tuttavia, con richiesta formale al Direttore Scientifico (che dovrà essere valutata) è possibile ottenere la sostituzione del project work con uno stage formativo di 500 ore in azienda.

The Master entails a final project work. However, by formal request to the Director of Studies (which must then be reviewed) it may be possible to substitute the project work with a 500-hour internship at a company

Yes, selections are held on 3 December 2014.
Following selections admission results will be published.


Elisa Lorenzi
Elisa LorenziHead of Executive Masters

+39 051 2090129


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