Hospitality and travel management

Master the art of navigating cultural complexity and become an inclusive and effective manager and leader! In this module you will examine cross-cultural management in both international and domestic contexts, drawing on insights from social anthropology, social psychology, organisational behaviour and management theory. Through the study of theories and conceptual frameworks, as well as hands-on case studies, you will deepen your understanding of how cultural differences shape communication, decision-making and collaboration within organisations.

Entrepreneurship drives innovation and economic growth. By developing the skills to create and manage startups, you will become a leader who can identify opportunities, create value and respond to market demands. Through design thinking and the stages of Inspiration, Ideation, Prototyping, Iteration and Action Planning, you will learn to solve complex problems with creative, user-centred solutions. The focus on sustainability ensures that you pursue both financial success and a positive contribution to society and the environment.

This module explores the fundamentals of marketing and sales in a global context. Marketing is crucial to the success of any organisation, essential for attracting and retaining customers and driving sustainable growth worldwide. By focusing on customer needs and product value, marketing creates demand, while sales drives purchases. Integrating both functions is vital to improving business performance in domestic markets and to identifying international opportunities. You will explore how both areas contribute to a company’s expansion and global market success.

Being a strong, innovative leader takes practice. In this module you will critically evaluate leadership theories and adapt different styles to different cultures and organisational situations. You will focus on the essential role of leadership in times of change and innovation and develop an understanding of structured innovation processes. The module also explores incubation programmes in both the business and non-profit sectors, illustrating the growing importance of continuous learning, creative problem-solving and renewal in today’s organisations.

Learn how to manage a tourism destination! In this module you will learn to plan and develop a destination portfolio. You will explore a wide variety of destinations, both urban and rural, driven by events, culture, business or niche tourism products, and the obstacles faced by destinations seeking to establish themselves or improve their offer. You will draw on the strength of the Spanish tourism industry to practise with real cases, helping a Spanish destination build its competitive advantage.

Conferences are an excellent platform for connecting people and keeping up to date with industry developments. This module explores how the conference industry works across different sectors, including its role in business tourism. You will examine the roles of organisers, venues, facilities and activities before, during and after each event. You will explore the impact of technology on the conference experience and discuss the challenges and trends affecting conference organisation. You will gain real insight into the industry through visits to venues in Santander and nearby Bilbao.

In this year-long module you will choose a topic or problem and complete a research-focused dissertation. You will be expected to develop a comprehensive understanding of your field of study and to collect and analyse data samples effectively. You will use your analytical and critical thinking skills to reflect on research questions, theoretical concepts or hypotheses, existing literature, ethical considerations, research methodologies and data analysis, independently and with discipline.