The course aims to provide knowledge on the web and social media, which represent the most important marketing tools that have emerged in recent years with the advent of the Internet. The analysis of these tools will be specifically developed in the tourism sector. To reach this objective, after an introduction on the new tourism trends in the digital age, the course will focus on digital and social planning activities, with particular attention to the four areas of the digital tourism marketing (analysis of performing tourism websites, tourism social media marketing, online reputation management, revenue management levers).

• Introduction to digital marketing: tourism and tourists in the digital age
• Digital and social planning in the tourism sector
• The four areas of tourism digital marketing: presence, visibility, reputation, and revenue management
• Presence: analysis of performing websites for hospitality structures
• Visibility: social media marketing
• Reputation: reputation management in the digital age
• Revenue management: revenue and its levers, price management, tourism product, electronic distribution, and web promotions.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

The course involves the use of different teaching methods:

• Lectures;
• Presentation of case studies/seminars;
• Group discussions.

Innovative teaching methods

The face-to-face teaching method will be supported by group exercises and insights through the use of the University Moodle platform.

Course books

The teaching material made available by the teacher can be found, together with other support activities, within the Moodle platform ›blended.uniurb.it

Slides and materials provided by the teacher.

Further reading:

Travaglini, A., Baggio, R., e Santinato M. (2021). Digital marketing turistico e strategie di revenue management per il settore ricettivo. Edizioni LSWR.

Assessment

The expected learning outcomes will be assessed through a written test (both closed and open questions). The time available to complete the test is 1 hour.

The evaluation criteria are the following: the level of mastery of knowledge; the degree of completeness of the answer, along with its contextualization within the general program of the course, and the degree of adequacy of the explanation.

Specifically, the attending students must demonstrate the acquisition of (i) full knowledge of the concepts (corresponding to 50% of the overall assessment); (ii) an adequate degree of completeness and articulation of the answers (corresponding to 30% of the overall assessment); (iii) an adequate explanation of the answers by applying the concepts acquired during the course (corresponding to 20% of the overall evaluation).

The vote is expressed in thirtieths and the exam is passed with a grade of at least 18/30.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Attendance

Non-attending students are invited to consult the teaching material uploaded to Moodle (slides discussed in class, seminars, and other possible material) through which it will be possible to further deepen the volumes indicated in the "Course books" section.

Course books

The teaching material made available by the teacher can be found, together with other support activities, within the Moodle platform ›blended.uniurb.it

Course books:

Travaglini, A., Baggio, R., e Santinato M. (2021). Digital marketing turistico e strategie di revenue management per il settore ricettivo. Edizioni LSWR.

Assessment

For non-attending students, the same guidelines apply as for attending students.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.