DIGITAL MARKETING AND REVENUE MANAGEMENT

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2017/2018

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:

Frequency of a basic course of marketing / management of tourism businesses / strategic marketing for tourism.

AF code:

A001055

Assessment Methods

Verification of learning:

Written exam lasting 90 minutes, in the form of a test.
In particular, the test is divided into two parts: the first with 21 multiple-choice questions (3 answers for each question - only one answer is correct) and 3 open-ended questions.
The correct answers to multiple choice questions will have the value of 1 point. Incorrect answers or non-response will be worth zero points.
Each of the open answers will be evaluated with a score between 0 (minimum) and 3 (maximum). For a maximum total of 9 points.
The student can pass the exam with a minimum score of 18 and can reach the maximum grade of 3.

Teaching period

Second semester

Objectives

Learning about the innovations of the tourist market and of the models for the purchase of stays, services and travel experiences. Understanding the process of creating value for the territory and for companies in the tourist sector through the knowledge and management of online tools. Knowing strategies and the main tools useful for the promotion of digital marketing and the management of online sales channels for tourist products. Defining communication actions on the web to intercept tourist demand. Knowing and applying the main levers of revenue management in order to optimize employment and turnover of the actors in the tourist system (hospitality, transport and F&B).
At the end of the course the student will acquire:
(1) knowledge and understanding: to know the competitive and evolutionary dynamics of the tourist market and the elements of the supply system following digital innovation, to know the tools for digital promotion of the tourist product and the revenue management levers;
(2) ability to apply knowledge and understanding: to develop a digital communication plan, to define and manage a digital communication strategy and to manage revenue management levers;
(3) autonomy of judgment: ability to analyze the market and tourism demand and to develop a communication and price strategy consistent with the company objectives and the competitive context;
(4) Communication skills: the student will be able to present an editorial plan and a corporate communication plan, both as part of group work and on the occasion of sharing project ideas with companies / bodies and subjects of the tourism system.
(5) learning skills: the shared learning model with students favors the independent deepening of case histories and the development of business ideas / participation in entrepreneurship projects and paths - self-entrepreneurship.

Contents

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.

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

Pellizzi M. (2018), Rivoluzione Telegramm, Scopri le funzioni segrete e usalo come strumento di marketing, Dario Flaccovio Editore.

Teaching Methods

Lectures in frontal teaching with the use of power point presentations, videos and with the help of the blackboard.
Seminars with the involvement of tour operators for the deepening of topics related to the course and testing of actions and tools through the use of Booking Engine software and systems and Channel Management.
Business testimonies with the presence of entrepreneurs, managers and policy makers.
Deepening of case history and development in class of a corporate and / or editorial communication plan, also shared with a public or private company.

Contacts/More Information

The teacher is available for tutoring service for student also in English for Erasmus or mobile students;
Office hours for Students: during the semester of class, after the lessons and on request by sending an email to the teacher at ausai@uniss.it. During the first semester, according to the days published on the official website of the department.

DIGITAL MARKETING AND REVENUE MANAGEMENT

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DIGITAL MARKETING AND REVENUE MANAGEMENT