IPLUSO 23224

Digital marketing and e-commerce in tourism

• ApresentaçãoPresentation

  The Digital Marketing and E-commerce in Tourism course explores the strategic use of digital technologies in the promotion and marketing of tourism products. Given the use of digital media in marketing strategies, this course develops skills to optimize the digital presence of organizations and improve interaction with B2C and B2B consumers. In this sense, it focuses on digital marketing and e-commerce in tourism, addressing the following topics: Management and optimization of digital channels; Impact of ICT on collaborative marketing; Digital strategies for destinations, accommodation, transport and attractions. In this context, the course is essential to respond to the digital transformation of the tourism sector and in marketing and sales strategies, preparing students to develop innovative and effective strategies in the online tourism market.
• ProgramaProgramme

  1. The different areas and stakeholders of tourism marketing. 2. The relevance of Information and Communication Technologies (ICT) in terms of collaboration and coordination in tourism and in the creation / activation of tourism products. 3. The role of ICT in the collaborative marketing of a tourist destination. 4. Digital marketing: Beyond “social media”. 5. ICT and marketing for the different subsectors of tourism. 5.1 Tourist destinations. 5.2 Tourist accommodation. 5.3 Transport. 5.4 Attractions. 6. The marketing of tourist start-ups. 7. Evolution, current scenario and e-commerce trends in tourism. 7.1 Online Travel Agents (OTAs). 7.2 Meta-search engines. 7.3 Direct distribution channels within the various subsectors of tourism activity.
• ObjectivosObjectives

  - To know the main digital marketing channels for tourism; - To understand the role of information systems in the organization and internal coordination of destinations and tourist companies; - To promote the assimilation of the new B2C and B2B consumer relationship paradigms with digital and their implications in terms of value creation; - To foster the development of advanced skills in the implementation of digital marketing strategies, integrated in the strategic vision of companies in the tourism sector.
• BibliografiaBibliography

  Civak, B., Kaya, E., & Emeksiz, M. (2017). Online distribution channels and yield management in the hotel industry. In Routledge Handbook of Hospitality Marketing (pp. 210-223). Abingdon: Routledge. Hudson, S., & Hudson, L. (2017). Marketing for tourism, hospitality & events: a global & digital approach. Newcastle upon Tyne: Sage. Laudon, Kenneth C., Laudon, Jane (2017). Management Information Systems: Managing the Digital Firm - 15th Edition. Boston: Pearson Education. Schegg, R., & Stangl, B. (2017, January). Information and Communication Technologies in Tourism 2017. In Proceedings of the International Conference in Rome, Italy. Cham: Springer Stangl, B., & Pesonen, J. (Eds.). (2018). Information and Communication Technologies in Tourism 2018: Proceedings of the International Conference in Jönköping, Sweden, 2018. Cham: Springer.  
• MetodologiaMethodology

  Continuous assessment: In this modality, the curricular unit includes a theoretical-practical approach, which includes: • Presentation of material in face-to-face sessions; • Presentation and discussion of case studies; • Guided practical sessions. The Continuous assessment is based on the following criteria: •    Group assignments: 30% (groups of 3 to 4 students); •    Written test: 40%. Regardless of the classification obtained by each student in one of the three elements of assessment, it is essential to obtain a minimum rating of 8 values in all of them, on a scale of 20, to remain in the continuous assessment. The percentage of absences in the curricular unit cannot exceed 20% of the total hours taught as a condition to remain in continuous assessment.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não