The course includes 60 hours of lessons, divided between frontal teaching (40 hours), seminars and company testimonials (10 hours), the study of case histories and the development of a business innovation plan and editorial plan and a business plan. Digital communication with a public or private business partner, with possible practical simulations (business game model) (10 hours).
Frontal teaching is divided into four parts:
Part I - Foundations of innovation management (10 hours): orientation towards innovation: key concepts, megatrends and emerging technologies; the value of innovation in the tourism market; innovation strategy for tourism companies; making tourism innovation with technology (from CRM to marketing automation);
Part II - Digital marketing for the tourism market (10 hours): the evolution of tourism marketing from 1.0 to 4.0; the levers of digital tourism marketing; the customer experience; the web bidding system; the contents of the communication; the evolution of the marketing funnel; the customer journey; the strategic areas of web marketing;
Part III - the tools of digital communication (10 hours): usability and information architecture; how to build an effective website for the tourism market, content optimization and positioning on search engines, web analytics, big data, SEO and SEM;
Part IV - Social media marketing and digital performance (10) - What social networks are, what they are for, how and by whom they are used in the tourism market, the editorial plan and social media planning, the KPI.
