The course includes 60 hours of lessons, divided between frontal teaching (40 hours), seminars and company testimonials (10 hours) and deepening of case histories and development of an editorial plan and / or a digital communication plan with a public business partner or private, with possible practical simulations and use of specific software (business game model) (10 hours).
The frontal teaching is divided into four parts:
Part I - Fundamentals of digital marketing for the tourist market (10 hours) - tourist marketing 3.0 and 4.0, the levers of digital tourism marketing, the web offer system, the contents of communication and storytelling, the strategic areas of the web marketing, the editorial plan and the communication plan.
Part II - Revenue management (10 hours) - Revenue management and its levers, pricing policies and on-line strategies, The market and revenue management applications: hotels, OTAs, airlines and marinas, distribution electronics, the process of choosing the hotel tourism product, the channel management.
Part III - the tools of digital communication (10 hours) - How to build an effective website for the tourism market, optimization of content and positioning on search engines, web analytics, big data;
Part IV - Social media marketing (10) - What are Social Networks, what they are for, how and by whom they are used in the world. Concepts of targets, tools, languages and narrative coherence, the new social marketing tools: Telegram.