ITS Course “Marketing and Communication events for Hospitality Management”
Planned location Fasano (BR) – Biennium 2024-2026
Territorial declination: National Profile “9.1.3 Higher Technician for the Organization and Promotion of Events in the Tourism and Cultural Sectors”
Context
Italy is the quintessential exclusive destination, as highlighted by the 2023 Enit study conducted by Unioncamere with the technical support of Isnart. Over 20% of foreign tourists choose Italian destinations, specifically attracted by the “Italian lifestyle.” By 2025, luxury tourism is expected to grow more than any other sector. Events are a major draw for a discerning and high-spending international clientele. The trend in high-end event tourism is shifting towards off-peak seasons and seeks experiential, “crowd-free” tourism. Equally significant is the bleisure phenomenon, which combines business travel with leisure, requiring destinations to offer not only accessibility but also highly appealing accommodation options. In recent years, the presence of the Puglia Region alongside industry operators at fairs and events aimed at luxury MICE buyers and travel designers confirms the territory’s interest in investing in this high-end product. Hence, the creation of this ITS course aims to address the professional need for profiles that can collaborate in the design and implementation of luxury events across various facets of this product, enhancing the numerous opportunities that Puglia’s locations and facilities can offer.
Professional profile
The ITS course thoroughly prepares the professional figure of an Event Manager capable of operating in the “national and international” event market. This professional is responsible for planning and developing events, overseeing the selection of creative, technical, and logistical elements, and managing the overall design, brand building, marketing and communication strategy, scripting, logistics, budgeting, negotiation, and comprehensive customer service. This role operates both in a corporate logic, catering to private clients, and by providing services to non-business entities (associations, foundations, non-profits, as well as private individuals). Additionally, this professional designs and operates in the organization of interregional or international events that can involve local authorities, institutions, and economic and business entities through careful planning of aspects related to mobility management.
Skills
Course participants will be able to:
- develop the event concept
- organize the tourism services connected to the event
- analyze the target market
- develop a marketing plan
- manage relationships with relevant stakeholders
- oversee fundraising activities
- utilize digital tools to create engagement
- research and organize spaces, plan hybrid event formats
- monitor the event promotion plan
- organize mobility services related to the event
- Hospitality structures, including hotels and alternative accommodations
- MICE sector agencies
- Web marketing and web & mobile communication agencies
- Tour operators and travel and intermediary agencies
- Territorial and tourism promotion and programming entities
- Management of tourism services for companies and public institutions.
The course lasts 2000 hours in total, distributed over two years and divided as follows:
– 1200 hours dedicated to classroom laboratory teaching, case studies in the laboratory and/or in work contexts, seminar activities, educational and study visits, project work;
-800 hours of internship activities in work contexts.
The daily timetable will be determined on the basis of the operational program and may vary from 5 to 8 hours.
Attendance is mandatory for at least 80% of the training activities, under penalty of exclusion from the final exam which will be held in accordance with the methods established by the Ministry of Education.
At the end of the course, by passing the final exam, the DIPLOMA OF HIGHER TECHNICIAN issued by the Ministry of Education and Merit is obtained, corresponding to the 5th LEVEL of the European Qualifications Framework for Lifelong Learning (EQF), pursuant to art. 8, paragraph 1, of the Prime Ministerial Decree of 25 January 2008.
Where the requirements are met, and in relation to the specificity of the study program, students will acquire the skills aimed at taking the exam tests for the following certifications:
Certifications for the use of specific sector software
Foreign language certifications according to the levels of the CEFR (Common European Framework of Reference for Languages)
Certifications relating to safety in the workplace
