Onsite Course
1 academic year
On Campus with teacher or Online self-study 
214 Students Enrolled
Master in Artificial Intelligence for Business, Marketing and Hospitality
On campus or online
In-company Internship
Apply nowMaster in Artificial Intelligence
On-Campus version
The Master in Artificial Intelligence for Business, Marketing and Hospitality at HTL International School is a one-year academic program designed to equip professionals with the knowledge and tools to apply AI technologies across multiple business sectors. The program focuses on using machine learning, predictive analytics, and data-driven decision-making to create innovative strategies in marketing, management, and hospitality operations.
Students learn how to use artificial intelligence to analyze large datasets, predict consumer behavior, optimize pricing, automate processes, and personalize customer experiences. Through a combination of real-world projects and case studies, they gain hands-on experience applying AI solutions to challenges such as revenue management, service optimization, and strategic forecasting.
The program’s faculty includes industry professionals and academic experts in AI, business, and hospitality, ensuring students receive both theoretical knowledge and practical industry insight. Graduates are prepared to lead AI transformation projects, manage data-driven teams, and implement automation strategies within organizations worldwide.
The language of instruction is English, complemented by foreign-language modules in Spanish, French, or Russian. Students may take official DELE or SIELE Global exams (levels A1–C1). HTL International School is an accredited SIELE Examination Center of the Instituto Cervantes, allowing students to earn recognized Spanish-language certification.
The academic year is divided into three trimesters:
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Theoretical trimester – professional subjects and language training.
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Business Planning and Research trimester – AI strategy and project development.
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Internship trimester – practical experience in Spain or abroad in AI, marketing, or hospitality sectors.
Evaluation is based on continuous assessment, exams, and a final project presentation. Classes are offered on campus in Barcelona or via the virtual classroom (live streaming), providing flexibility and global accessibility for international students.
Graduates of this program become AI-driven leaders capable of transforming business operations and delivering innovation across global markets.
Master in Artificial Intelligence
Online version
Program structure
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The Online Study Modality at HTL International School offers students 24/7 access to a specialized e-learning platform containing all materials for every compulsory module included in the academic plan.
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All students complete a foreign language preparation module in Spanish, French, or Russian. It is recommended to take an official DELE or SIELE Global exam at levels A1–C1. HTL International School is an accredited SIELE Examination Center of the Instituto Cervantes, allowing students to obtain certified Spanish-language proficiency directly through the school.
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Each module has a three-month duration for completing all required assignments, tests, and final projects. All exams and presentations are conducted online, with no campus attendance required.
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Students may complete a professional internship anywhere in the world. HTL manages all internship agreements, and internships can run simultaneously with theoretical studies. Upon completion, the evaluation certificate must be submitted to include the internship in the academic record.
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Students can switch between Online and On-Campus modalities every trimester, ensuring complete flexibility and global accessibility
Program Details
Admissions
Qualifications
Career Paths
Faculty/Methodology
Internships
Final Exams
Study Plan
ONLINE ENROLLMENT FORM
To enroll in the Master’s Degree, it is necessary:
1. fill out the online application form below
2. submit the requested documents:
- passport copy
- last study transcript
- CV
- English level certificate, if any. If you don’t have any proof of your English level, you have to fill out the online placement test to be completed online before the online application is submitted. The direct link is on the Admissions page.
On completing this Professional Program of Study you will:
1. Be awarded the
– Master’s Degree in AI Management in Business, Marketing and Hospitality
– DELE Diploma or SIELE Global (Spanish Language for Foreigners official diplomas) or
– French/Russian Language Level Certificate
2. Have attained an accredited qualification for managerial and supervisory levels, showing competence in professional work activities.
3. Have attained a high-level qualification equated to the International studies framework as a Master’s Degree or Master Propio according to the Spanish National framework.
Completing a Master’s degree program in Artificial Intelligence for Business, Marketing and Hospitality can open up various career opportunities in diverse industries. Here are some potential career paths that graduates of your program could pursue:
- Data analyst or data scientist: With expertise in AI and data analytics, graduates of your program may be well-suited for roles in data analysis, data modeling, and machine learning. They may work for companies in various industries, such as finance, healthcare, or retail, or they may work for AI-focused startups or consulting firms.
- A marketing manager or digital strategist: Graduates of your program may have a strong understanding of how AI can be used to enhance marketing campaigns and customer engagement. They may work for marketing agencies, consumer goods companies, or hospitality organizations, developing and executing AI-driven marketing strategies.
- Revenue manager or pricing analyst: Graduates of your program may be able to apply their AI skills to revenue management and pricing optimization, particularly in the hospitality industry. They may work for hotels, airlines, or other travel-related companies, using AI tools to analyze pricing trends and demand patterns.
- Business strategist or consultant: With a strong understanding of AI and its potential applications, graduates of your program may be well-suited for roles in business strategy or management consulting. They may work for consulting firms, advising clients on how to incorporate AI into their business processes and operations.
- Entrepreneur: Some graduates of your program may choose to start their AI-focused startups, using their skills and knowledge to develop innovative products and services in the fields of business, marketing, and hospitality.
Overall, the career paths available to graduates of our Master’s degree program in Artificial Intelligence for Business, Marketing and Hospitality are varied and diverse, reflecting the wide range of applications for AI across different industries and sectors.
This 1 academic year program provides students with the expertise and professionalism required to succeed in the fast-paced and exciting industry of artificial intelligence management in business, marketing, and hospitality.
This area of study is open to all graduates, however, it may be particularly useful for graduates from hospitality and tourism, advertising, media, and communications, business and technology, creative design, e-business, journalism, and marketing spheres.
The program blends the on-campus theory with the online study platform and in-company practical internship. The academic year consists of three trimesters: theory trimester (language classes and professional subject classes); business planning and research trimester, and the Internship trimester.
On-campus modality includes the possibility to connect to a virtual classroom from anywhere in Spain or in the world, and participate in class with all the students and the teacher. It is not required for students to be in a face-to-face class for any theoretical studies, exams, or projects. This gives students and teachers the flexibility necessary in the modern world
Online modality consists of access to an online self-study platform, available 24/7. It is not required to spend a particular number of hours per day or week on the platform. Students can study in their own pace, combining their studies with an internship/job. Exams and evaluations are done on the self-study platform. The Final Business Planning and Research project is presented in on-campus modality (in front of the teachers)
After the theoretical trimester is finished, all students need to do an internship. Internship requirements are:
* 240 hours per academic year (with the possibility to do more hours)
* internship tasks need to be in line with the study program
* internship can be done anywhere in the world, in person or remotely
* HTL International school does not place students in the company, but will assist with finding an offer and signing an internship agreement
For those who are working full-time or do not want to do the internship for any reason, there is an alternative to cover the necessary hours. This will be explained by the tutor.
- Exams and Projects
- Continuous Evaluation
- Internship evaluation
- Final Business Planning and Research Project
- Official Exam of Spanish Language for Foreigners DELE or SIELE; French/Russian language exam
Master in Artificial Intelligence
Study Plan 720 h
Module I: Artificial Intelligence Marketing
- Situating Digital and use of AI in Marketing
- Digital Marketing Strategy
- Artificial Intelligence Opportunities and Challenges
- Use of Generative AI for Marketing and Promotion
- Search Engine Optimisation/Generative Engine Optimisation (SEO/GEO)
- Online Advertising (Search; Social Media; Discovery)
- Social Media Strategy and Affiliate Marketing
- Direct Marketing
Module II. Strategic Marketing
- Essence of Marketing
- The strategic marketing planning process
- Mission, value strategies, and market definition
- Internal analysis
- Customer analysis
- Industry analysis
- Competitors analysis
- SWOT analysis
- Corporate objectives and corporate strategies
- Marketing objectives and marketing strategies
- Product, price, place
- Marketing communication
- Organization and implementation of marketing
Module III. AI Management
- AI Introduction and History
- AI use Risks and Benefits
- Artificial Intelligence and Human Ethics
- Management of AI
- Use of AI in:
- Marketing
- Production and Development
- Hospitality and Tourism
- Education and Arts
- Future of Artificial Intelligence
Module IV. Leading customer experience
- Introduction to customer experience
- Qualities and Actions of the Customer-focused Leader
- Customer Insights and Priorities
- Recruiting for Attitude, Training for Excellence
- Motivating and Empowering Your People
- Communication and Praise
- Improve and Innovate
- Consistently Consistent
Module V. Foreign Language (Spanish, French or Russian)
Official SIELE exam of Spanish for Foreigners preparation module
General French or Russian Language test according to the initial entrance level
Module VI. Professional Spanish/French/Russian Language
Module VII. Final Project
- Project design
- Research tools
- Personal reflection
- Appropriate questionnaire designs
- Conducting academic research, literature search, and review
- Developing a research question, hypothesis and methodology
Module VIII: Internship
Exams
- Exams and Projects
- Continuous Evaluation
- Internship evaluation
- Final Business Planning and Research Project
- Official Exam of Spanish Language for Foreigners DELE or SIELE; French/Russian language exam
*One academic hour: 45 minutes
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