The tourism sector generates 319 million jobs and 10.4% of world GDP and is characterised by constant growth. Moreover, while employment in all sectors is growing at an average rate of 8% in the G20 countries, the hospitality sector is growing three times faster at a rate of 30%, reaching 40% in non-G20 nations.* Despite these positive data, companies in the sector, especially in Italy, are finding it difficult to find new skills and professional roles in the labour market that are most critical for their development.
IULM, thanks to a close collaboration with leading tourism companies and institutions, has been constantly updating its educational offer for over 20 years in order to meet the needs of the market.
In addition, students are supported in identifying the professional careers best suited to their interests and personal aptitudes. In particular, the Placement section of the Career Service and Business Relationship Office offers career guidance services and promotes meetings between students or graduates and companies looking for talents. In addition to providing a network of accredited companies, the University offers a stimulating and accurate preparation for the transition from the university world to the business world through the activation of high value-added services such as Job Seminar, Job Day and its Job Fitness Center.
* Sources: WTTC, 2019 and UNWTO, 2019.
Over the years, IULM has collaborated with more than 500 companies actively involved in teaching and internship activities, and has developed more than 50 projects with partner companies.
The online marketplace has become a meaningful reality for all companies, so there is an increasing tendency to look for professionals specialized in this field that has its own logic and therefore requires its own strategies. In general, the digital marketing manager carries out the following activities: s/he defines a budget for online communication; plans and coordinates online communication strategies; improves the performance of the company's website to attract more users; plans and develops digital marketing campaigns (SEO and PPC); controls the conversion rates of campaigns; defines and manages the social media strategy; defines online CRM strategies; periodically checks the trends related to online searches for its area of expertise; monitors and verifies the applicability of new online technologies to improve the competitiveness of the company
S/he must know the needs of the consumer and the tourist market and on this basis s/he decides on the entry or possible relocation of a product/service or a line of products/services. S/he defines the sales objectives and must be able to evaluate the advantages and criticalities of his/her choices to better define the potential of what will be marketed. S/he plans the cost of products/services, takes care of advertising, media and sales promotion. S/he must have skills in 3 main macro areas: i) managerial, accounting, financial, strategic and marketing skills; ii) soft and linguistic skills; iii) knowledge of the tourism sector
The Event manager is responsible for the planning, management and execution of public or private events organized for the external or internal client. The event manager manages the operational organisation staff, plans and monitors the project budget, manages the marketing and communication activities related to the project - or coordinates with the departments responsible for these activities. The event manager is also responsible for the relationship with the client: from the formulation and analysis of his needs/needs, proceeding with the drafting of an offer to the negotiation of the conditions and evaluation of the client's feedback at the end of the project
The general manager is responsible for the functioning of all the processes of a tourist facility, whether hotel, residence or resort. Unless otherwise defined at central level as in the case of hotel chains, this figure plans and coordinates business activities such as marketing, administration, personnel management and information systems and the proper functioning of processes related to the rooms, catering, reception and customer satisfaction. S/he plans the organization chart, the division into business functions and the monitoring of their efficiency and budget; the general manager chooses and sets the operational strategies and coordinates all the activities necessary to create profit for the company
S//he deals with local development in different fields: from territorial planning, strategic and territorial marketing, to local tourism planning, from the evaluation of territorial tourism enhancement policies, to the promotion of local tourist cultural specificities. S/he is a professional who works with several clients (public bodies and / or private entities capable of dealing with the critical economic, cultural and social context taking into account the variety of tools, regulations and specific interests to be mediated to trigger innovative paths of local development for tourism
The marketing manager is the figure who sets the marketing policy and coordinates the activities of all those who work in this area
The revenue manager aims to optimize the company's revenues. To this end, s/he uses and crosses pricing techniques, management and negotiation techniques with offline and online channels, competitor analysis, monitoring, analysis and definition of strategic actions to manage brand reputation. The revenue manager usually supports the sales and marketing director in defining the strategic and operational plan and in drafting the revenue budget