- Docente: Carlotta Carucci
- Credits: 6
- SSD: SPS/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Rimini
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Corso:
First cycle degree programme (L) in
Economics of Tourism (cod. 8847)
Also valid for First cycle degree programme (L) in Economics of Tourism (cod. 8847)
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from Sep 16, 2024 to Dec 05, 2024
Learning outcomes
The course is aimed to transfer knowledge and techniques required to be able to define, manage and verify tourism business activity on the web in order to achieve a proper communication strategy and online promotion. To that end the course will focus on the performance and use of the main platforms of online communication and will treat about editing, social media, corporate website, brand reputation and everything to do with web communication, with practical examples and best practices. At the end of course students will be able to organize the content of web sites and portals, manage brand reputation and soical media accounts, track and share information about online traffic.
Course contents
Course program:
Lesson 1: Introduction to Web Communication in Tourism
Lesson 2: Understanding the Target Audience
Lesson 3: Website Design and User Experience
Lesson 4: Search Engine Optimization (SEO) Basics
Lesson 5: Social Media Marketing Strategies
Lesson 6: Content Creation and Management
Lesson 7: Email Marketing Strategies
Lesson 8: Emotional Marketing strategy
Lesson 9: Emotional Content Marketing Strategy
Lesson 10: User-Generated Content and Influencer Marketing
Lesson 11: Online reputation e crisis management
Lesson 12: Guest lecture - How to create a powerful advertisement
Lesson 13: Online Advertising and PPC Campaigns and Analytics and Performance Measurement
Lesson 14: Guest lecture/AI and tourism digital marketing strategy
Lesson 15:Guest lecture/From Branding to Digital Innovation in Experiential Tourism
Readings/Bibliography
P. Kotler, Marketing 4.0: Moving from Traditional to Digital, Wiley
-each lesson will have specific bibliography-
Teaching methods
Each lesson follows a structured approach:
- Teaching: In-depth lectures, presentations, and interactive discussions to build theoretical understanding.
- Workshop: Hands-on activities, case studies, role-playing, and practical exercises to apply concepts learned.
This combination ensures that students not only grasp theoretical concepts but also develop practical skills essential for effective web communication in the tourism industry.
Assessment methods
The final exam will be conducted in person. Each candidate must present their project work and discuss its main aspects.
Teaching tools
Slides, videos, case study, workshops.
Office hours
See the website of Carlotta Carucci