DIGITAL MARKETING AND REVENUE MANAGEMENT

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2016/2017

Type of Course:

Characterising

Optional/Mandatory:

Compulsory

Degree:

Master's Degree Programme in BUSINESS ADMINISTRATION

Location:

OLBIA

Disciplinary Sector:

Corporate Finance

Credits:

Programme Year:

Professor and Collaborators:

USAI Antonio

Hours of classroom activity:

Prerequisites:

required marketing knowledge level

AF code:

A001055

Assessment Methods

Verification of learning:

written final exam

Teaching period

Second semester

Objectives

The course aims to provide students with the necessary tools for promoting and managing tourism products online. Students will focus on digital marketing analysis as well as they will test revenue management techniques.

Contents

part I

Fundamentals of digital marketing for the tourist market
How to build an effective website for the tourist market: optimization of content, indexing and web analytics
Mobile marketing for tourist destinations
Managing online reputation

part II

Revenue management and its levers:
The market and revenue management applications: hotels, OTA, air companies and marinas
Pricing policies and strategies on the web

part III

The process of choosing the hotel and tourist product
Electronic distribution
Channel management

Recommended Bibliography

Ejarque J. (2015), Social Media Marketing per il turismo. Come costruire il marketing 2.0 e gestire la reputazione della destinazione, Hoepli, 2015

Travaglini A., Puorto S., D’Amico V. (2015), Digital marketing turistico e strategie di «revenue management» per il settore ricettivo, Collana MDB – Modelli di Business, Edizioni LSWR Srl

Teaching Methods

The educational model is based on the continuous testing of the theory: students will share case studies with regional and national managers and they will also take part to a digital business game in which they will be asked to implement in a business project context the tools they previously learned

Contacts/More Information

Office hours:
after class and on request by sending an email to the teacher at ausai@uniss.it

Other courses

Course year: 2

DIGITAL MARKETING AND REVENUE MANAGEMENT
12 credits - Caratterizzante
Economics of tourism destinations
12 credits - Caratterizzante
LAB FOR TOURISM BUSINESS
6 credits - Caratterizzante
ENVIRONMENTAL POLICY
6 credits - Affine/Integrativa
STATISTICAL METHODS FOR TOURISM
6 credits - Affine/Integrativa
SUSTAINABLE TOURISM AND LOCAL DEVELOPMENT
6 credits - Affine/Integrativa
TRANSPORTATION LAW
6 credits - Affine/Integrativa

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DIGITAL MARKETING AND REVENUE MANAGEMENT