Checking date: 05/05/2022


Course: 2022/2023

Digital marketing and social networks for tourism products
(17611)
Study: Bachelor in Tourism (209)


Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 6.0 ECTS

Course:
Semester:




Skills and learning outcomes
Description of contents: programme
Introduction to digital marketing. Integrated strategic of offline and online strategies, and global operational planning. Market research in online context, measurement and analytics Consumer behavior in online context SEO (Search Engine Optimization). Communication in social networks, Content Marketing SEM (Search Engine Marketing) Other techniques: Display advertising, affiliate marketing, email, remarketing. E-commerce. Marketing plan and the digital context.
Learning activities and methodology
Every week students will two classes, one and a half theory lecture to provide knowledge skills, and one and a half practice class where students can acquire additional skills and attitudes through projects, exercises and case discussions, both individually and in groups. The students will have teaching materials prepared specifically for the subject that can be complemented with the bibliography.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Ryan, Damian. Understanding Digital Marketing: marketing strategies for engaging the digital generation. Kogan Page. 2014
  • Dave Chaffey, Fiona Ellis-Chadwick. Digital Marketing, 7/E. Pearson. 2019
  • Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing. Kogan Page. 2016

The course syllabus may change due academic events or other reasons.