78365 - WEB COMMUNICATION

Conoscenze e abilità da conseguire

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.

Contenuti

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

Testi/Bibliografia

P. Kotler, Marketing 4.0: Moving from Traditional to Digital, Wiley

-each lesson will have specific bibliography-

 

Metodi didattici

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.

Modalità di verifica e valutazione dell'apprendimento

The final exam will be conducted in person. Each candidate must present their project work and discuss its main aspects.

Strumenti a supporto della didattica

Slides, videos, case study, workshops.

Orario di ricevimento

Consulta il sito web di Carlotta Carucci