| Code | TRMMARL10201 |
| Title | Digital marketing for tourism |
| Module | TRMMARL102 - Digital marketing for tourism |
| Department | MAR - Marketing |
| Duration | 24 h |
| ECTS credits | 3 / 3 (erasmus) |
| Language |
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| Description | Digital marketing has revolutionized the way businesses reach and engage with their customers. The tourism industry has also been transformed by the digital age, and businesses need to understand and utilize digital marketing strategies to remain competitive in today's market. This course is designed to provide students with a comprehensive understanding of digital marketing in tourism, including its key concepts, tools, and techniques. (SEO optimization, social media marketing, email marketing, use of chatGPT for content creation |
| Objectives | |
| Prerequisites | Handle the marketing fundamentals Handle the communciation scheme |
| Sustainable development | In order to implement the objectives of France's "Green Plan of Higher Education Institutions", each class considers the issues and stakes of Sustainable Development related to the subject matter being taught |
| Course sequencing | 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - |
| Method | Introductory session 2h Fundamentals of traditional and digital marketing for Turism 4h Digital marketing tools, reporting and KPI 5h Funnel of conversion and persona 3h Inbound marketing, content marketing 2h Social media strategy, mobile marketing and ecommerce 4h Personal branding, Branding, Storytelling... 1h IA and ChatGPT 1h Good Practices 2h |
| Assessment |
Written exam outside of class time (50 %) - Durée. 1h30 Written assignment (50 %) |
| Bibliography |
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| Advised bibliography |
Chaffey D., Ellis-Chedwick F. 2017. Digital Marketing, 6th Edition, Pearson, NY Halligan B., Shah D. Octobre 2014 Inbound Marketing, revised and updated. Attract, engage and delight customers online Seth Godin, Juin 2015. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Seth Godin, Avril 2024, Trives, we need you to lead us. Base(s) de donnée(s) recommandée(s) pour le cours – à retrouver sur Intranet / menu Infomédiathèque : |