Postgraduate degree course in Tourism and ICT

The aim of the Postgraduate Degree course is to train managers specialized in the tourism sector, based on the challenges posed by the new technologies, which represent a key factor for business competitiveness. Through an interdisciplinary approach, the participants will be given the possibility to develop economic and management skills as well as to master the main information and communication techniques (ICT).

In particular, the programme is conceived to make them learn how to understand and prevent the behaviours of “digital tourists”. At the end of the postgraduate course, the participants will be able to elaborate new marketing strategies and therefore implement digital strategic plans through the in-depth study of paid media, mobile, social media, content, listening, so as to ultimately define a ‘digital tourism scorecard’ through some ‘KPIs for the strategy’.

Throughout the course, specific attention will also be paid to accessible tourism and to the new ways opened by ICTs to enjoy the historic and artistic heritage.


With its dynamic nature, ‘on line’ tourism has become one of the most interesting sectors to start a career, and also represents an essential tool for those who already work in the sector.

The course will train professionals being able to plan, manage and promote the product-territory with an innovative approach, to retain tourist flows (CRM) through on-line agencies and tourism portals. With these skills, the students of the postgraduate course will have access to jobs in hospitality companies and in tourist services or in public bodies aimed at improving the local tourism system. One of the objectives of the course is to encourage entrepreneurial initiatives offering consultancy services on the implementation of digital technologies for tourism.

The Postgraduate course includes a placement service for its participants. The Fondazione offers in fact a Career Service and more than 500 agreements with companies in the tourist sector.


The Postgraduate course is intended for those who wish to specialize in the sectors of digital tourism and ICT, and are interested in learning how to use the most innovative tools for business management and for the creation of new business models.

The course is open to graduate students and to professionals holding a university degree (bachelor’s degree, master’s degree and the old five-year degree or equivalent degrees obtained abroad).


The programme will include 288 hours of taught classes, company visits and workshops, plus 6 hours dedicated to job-oriented guidance. Attendance of the course will allow students to acquire 60 credits and therefore obtain the Postgraduate Degree from the University of Pisa. Students with a degree in Tourism Science and in Development and management of Mediterranean tourism systems will be recognised 12 credits. Attendance of 70% of lessons will be compulsory. The course will end with an internship having a value of 9 credits. Teaching activities will be conducted using a technical-practical approach. At the end of the course, students will be requested to draft a Final Project (3 CFU). The study plan will include the following areas: management; ICT; laboratories and workshops.

Special emphasis will be placed on the issue of Big data, a key element for choosing business strategies.


MANAGEMENT Marketing of tourism services 3 18
Organization of the tourism sector and Creation and distribution of the tourist product on the web 3 18
Local tourism systems and Destination management 6 36
Laws and public policies on tourism 3 18
Tourism Economics and Tourism Management 6 36
Accessible tourism and Web Accessibility Initiative: the national and European laws 6 36
ICT Smart Destinations 3 18
Web reputation 3 18
Information architecture 6 36
Web Marketing strategies and Search Engine Optimization: Social, Mobile & Digital Tourism: the role of smartphones, social networks and Apps in the tourism industry 6 36
Brand advocacy and Lean Startup in the tourism sector 3 18
TOTAL 48 288
Job-oriented guidance 1  6
Project work 3

Taught lessons will be supported by laboratory activities, workshops and company visits, allowing the participants to acquire the skills they need to operate in the labour market with an innovative approach.

  • Design and creation of blogs, pages on social networks, Apps
  • Communication skills for the management of ICT services
  • Definition, development and assessment of indicators
  • The Big Data System applied to tourism
  • Marketing plan in Digital Tourism and Branded content: best practice; insights on cultural heritage, creative industry, well-being
  • User experience enriched through the integration of conventional and digital elements
  • Development of a cross-cutting information architecture


6 months + minimum 220 hours of internship. The Postgraduate course will start in February 2018 and will end by October 2018. The courses will be held at Fondazione Campus.

The postgraduate course also offers an executive formula, with lessons mainly on Fridays (from 9.00 a.m. to 6.00 p.m.) and Saturdays (from 9.00 a.m. to 1.00 p.m.). Extra-lessons may be held also on Thursdays and the timetable will be provided in advance.

The lessons will be given by University teachers and professionals in the field with years of experience in tourism and ICT. Laboratory activities will be carried out in collaboration with research centres, companies and institutions.


The selections for the admission to the Postgraduate Course will include a motivational interview and an evaluation of the curriculum vitae.


The course fee is of Euro 3,800.00, and includes the teaching material. Scholarships will be available.


The maximum number of participants is 25 (minimum 10).
Applications for the Postgraduate Course shall be submitted by 1.00 p.m. of 2 February 2018.
To enrol, download the application form or visit the website of the University of Pisa.


Postgraduate course manager: Enrica Lemmi professor of Geography at the Department of Political Science.

President of the degree courses in Tourism Science.

Postgraduate course secretary: Federico Tognoni, available every day from Monday to Friday, from 8.30 a.m. to 2.00 p.m.
federico.tognoni(at) – Tel. 0583 333419 / 333420 (ext.2)


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