Benjamín del Alcazar

University of Malaga - Faculty of Commerce and Management

The Faculty of Commerce and Management of the University of Malaga is a public centre with a great historical trajectory and currently has nearly 2000 students among its various degrees. 

It currently offers two official undergraduate degrees: Marketing and Market Research and Management and Public Administration; an Official Master's Degree in Digital Marketing Management, as well as a wide range of its own undergraduate and postgraduate degrees. It is, in short, the university centre in Malaga that houses the degrees linked to marketing.

At the same time, as a university centre, in addition to its training activities, the faculty is home to around one hundred lecturers and researchers from this University who carry out numerous research activities, both in the area of tourism marketing and in other economic and sectorial dimensions.

Obviously, given the importance of marketing for any sector, and especially because of the economic relevance of the tourism sector for the province of Malaga and our Autonomous Community, tourism, within this marketing perspective, is very present both in our training curricula and, in particular, in the different lines of research and projects of the teaching staff.

In particular, in the context of the Tourism and Society Think Tank community, for some years now this centre has been teaching the only Masters in Andalusia focused on the retail sector, an activity which, as is well known, is one of the main complements to tourism and which is included in one of the working groups set up by this community, shopping tourism.

This is the University Master's Degree in Retail Marketing, which is aimed at training and recycling the retail sector to improve the competitiveness of their businesses, given the important changes that are taking place in this sector. This programme is not exclusively aimed at businesses whose target market is the tourism sector, but it is obviously of crucial importance for businesses in destinations and municipalities whose main activity is focused on this industry.

Likewise, with regard to the research projects in which the university community of this centre has been working, and in which the university community of this centre can contribute, everything related to market research and data analysis for decision-making by tourism companies and institutions, development of marketing plans, positioning strategies, branding, promotion, etc. should be highlighted. In fact, for many years this centre, through its teaching staff and the OTRI of the University of Malaga, has been carrying out work for institutions such as Turismo y Planificación Costa del Sol, the tourism area of the Malaga City Council and the Malaga Provincial Council and the Andalusian Ministry of Tourism, among others.

Finally, within another of the working groups that constitute the objectives of Tourism and Society Think Tank, Religious Tourism, this faculty is home to the Chair of Cofrades Studies, the first institution in Spain whose objective is to analyse and study the economic, touristic and social importance of Holy Week in the city of Malaga. As a result of this, for some years now, various studies have been carried out that quantify, qualitatively and quantitatively, the importance of Holy Week as a tourist product for the city. Some of these studies can be consulted on the website of the aforementioned Chair.

For more information about this centre and its activities, please visit the following web site:  

The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.

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