New IULM Executive Programs: Content Design and AI Skills for Tourism

In a landscape where Artificial Intelligence is redefining organizational models, workflows, and the ways we interact with users, skills related to content design and the strategic use of AI are now an essential competitive advantage. From search engines to social networks, and even generative AI systems, professionals and organizations are called upon to rethink the way they communicate and design services and experiences. These two programs were created specifically to help professionals acquire immediately applicable skills, through a pedagogical approach that integrates lectures, real-world case studies, workshops, and project-based learning.

The Executive Program in Content Design, directed by Prof. Davide Mezzino and Dr. Federico Badaloni, offers a curriculum dedicated to the entire lifecycle of digital content: from planning to production, through to performance measurement. Particular attention is given to the use of Artificial Intelligence in content production, UX writing, content governance, and the design of accessible and consistent digital experiences across different platforms. The program, which will begin in October at the IULM campus in Rome, is aimed at communications professionals who wish to update their skills and acquire the tools to design and manage content in an increasingly dynamic and data-driven digital ecosystem.

The tourism sector is also undergoing a profound transformation. Increasingly connected travelers demand personalized experiences, immediate services, and seamless interactions throughout the entire customer journey. The sector is called upon to rethink its organizational models and how it engages with its users, transforming technological innovation into an opportunity for growth. With the Executive Program in AI Skills for Tourism, directed by Prof. Manuela De Carlo, the focus shifts to the role of Artificial Intelligence in transforming the tourism sector. The program guides participants in applying AI within tourism and hospitality organizations, exploring topics such as process optimization, personalized offerings, customer care, and the responsible use of data. Designed for entrepreneurs, managers, and operational professionals in the sector, the program will begin in September at the IULM campus in Milan and aims to turn AI into a tangible competitive advantage for businesses and professionals in the industry.

With these two new programs, IULM University reaffirms its commitment to promoting education that anticipates change and supports individuals’ professional growth. Because, today more than ever, innovation means knowing how to combine humanities-based skills, strategic vision, and the ability to consciously use the technologies that are transforming the way we communicate, work, and design experiences.

For more information on the programs and how to enroll in the Executive Programs, please contact: [email protected]