According to the objectives of the Master Degree Planning and Management of Tourism Systems, this course will develop students’ skills and competences related to communication for Destination Management Organization (DMO) and other public and private tourism organizations.
This course will provide the students with useful communication tools and in particular, a step-by-step guide that shows how to develop a digital communication plan in markets where Big Data and Marketing Automation are changing the communication strategies and activities.
According to the objectives of the degree study, at the end of this course students will be able to:
- develop a marketing plan with a particular focus on DMO;
- define a strategic branding positioning of destinations, hospitality organizations and incoming and outgoing tour operators/agencies;
- use marketing tools such as SWOT Analysis, Benchmarking Analysis, Segmentation, Targeting Analysis and positioning maps in tourism sector;
- elaborate a Digital Marketing Plan for tourism companies, institutions and organizations (e.g. hotels, DMOs, tour operators and agencies; museum, etc.);
- Integrate social media campaigns, SEM and SEO (search engine optimization) strategies in communication plans of tourism organizations;
- Understand Big Data and Marketing Automation usage for digital and integrated communication plan.
- Communicate online and offline the peculiarities of local tourism locations and attractions in order to gain a competitive advantage over competitors
Tourism marketing management is divided in two parts:
1. The first part deals with Digital Marketing for tourism from a strategic and operative point of view
2. The second part focuses on strategic and operative marketing issues related to Destination Management Organizations (DMO)
1. Digital Marketing and Social Media Marketing for Tourism - Prof. Daniela Andreini
This part of the course focuses on the digital marketing plans and communication activities, organizations in the tourism industry (hospitality, transportation, entertainment companies and destination brand organizations) have to develop to satisfy the new generation tourists’ needs and requirements.
The course will cover the impact of digital technologies on the tourism industry and its businesses, considering also the changes in tourists’ needs and ways to consume the touristic experiences. A digital marketing plan will provide the main guidelines to develop alternatives digital strategies, according to different touristic businesses (hospitality, transportation, entertainment companies and destination brand organizations). Accordingly, the course will revise the main digital marketing activities tourism managers have to develop: offerings, channel distribution, pricing and communication. A case study on a specific hospitality structure will help the students to strengthen their theoretical knowledge.
The course will also focus on communication: consumer experience thought touristic websites and applications, a campaign digital media (owned, earned and paid media) and the advertising channels (search engines, eWOM and networks). A specific case study on social media marketing will engage students on one of the main marketing topics for managers of tourism industry.
2.DMO Marketing Management - Professoressa Lucy Von Weber (visiting Professor)
This part of the course examines the emerging theme of destination marketing and management. Destination management is now regarded as one of the key aspects of securing the success and competitiveness of a destination. It has evolved into a holistic and synthesizing approach to understand and resolve tourism issues in a destination context.
The subject is still developing as a focus of tourism research and education but it clearly has the potential to help tourism planners, managers and marketeers deliver wise, sustainable, growth and deliver great visitor experiences.
The course will introduce the concept of destination management and marketing and illustrate successful theory into practice using a number of international case studies. These will be derived from work by the UNWTO as well as from the Course Director’s consultancy work in over 40 countries around the world.
Destination management allows managers to identify and understand the linkages between the different elements of the tourism system and the wider economy within a destination.
Throughout the course there will be an emphasis upon the need for destinations to adopt innovative and creative methods and thinking in order to be competitive in an uber-competitive global tourism market place.
Fletcher J., A. Fyall , D. Gilbert, S. Wanhill (2013)”Tourism Principles and Practice” Pearson; 5 edition : CHAP. 6,7,8,9,10,11,19,20,21,22
This course will comprise 10 days duration and consists of 30 hours contact time between the student and the course instructors. Thus, each class will be composed by 3 hours contact. There will be a mix of lectures, discussions, group working and individual tutorials all aided by a range of visual support materials. Therefore, before each class students are required to hand out assignments, read articles, book chapters and case studies that will be discussed with the course instructors.
Finally, this course is also based on a group-learning methodology, which requires cooperation among students and individual commitment. One of the aims of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others.
For attendee students the grade will be composed by 8 assignments (individual and group assignments). Each assignment will have a different weight from 0 to 100 and students will receive a grade from 0 to 30 for each assignment. The final grade will be a weighted average of assignment grades. For attendee students the grades will be send by email one week after the exam. Students can accept or refuse the exam grades. In case or refusal, students will have to pass an exam as non-attendee students.
For non-attendee the exam will be written and based on course texts. The exam will be composed by three open-ended questions (from 0 to 32 points).For non-attendee students, the grades will be published in the course webpage at the end of the course. Students can accept or refuse the exam grades.