In the digital economy, the communication between business and consumers has been substantially shaped by the availability of new platforms and communication habits. Marketer have to approach their targeted customers through the right channels, at the right times, and with the right messages. It is essential for marketers to evolve with the principles and practices of marketing in the digital economy. Furthermore, the digital footprints of consumers during the process of online communication with businesses and in e-commerce cycle offer valuable data assets. The challenge for marketers is to apply tools to exploit the data and adjust their decision making logic to be more data and analytics driven.  

Based on the new digital marketing landscape and current practice in hospitality and tourism industry, this module will share some best practices of digital marketing and arm marketers in hospitality and tourism with a set of concepts and tools to exploit the potential of digital platforms. Furthermore, this module will introduce the basics of data analytics aiming at converting the data assets generated from the digital marketing process into valuable insights. The topics to be covered include:

• Digital marketing overview

• Digital marketing tools and tactics

• VR/AR marketing

• Mobile engagement

• Social media advertising

• Social media analytics