Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 5 Diploma in Tourism and Hospitality Management

Digital Marketing Management Fundamentals

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 1 of 16

CourseTHM501
Week1 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Digital Marketing Management Fundamentals

  1. Shift from traditional to digital media
  2. Strategic value in contemporary business
  3. Customer acquisition and retention metrics
  4. Digital brand visibility in tourism and hospitality
  5. The Digital Marketing Mix of Iceland Tourism - The 4Ps in Action
  6. Customer lifecycle marketing explainer
  7. Lifetime Value of a Customer vs. Customer Acquisition Cost

What you will be able to do

  • 1.1 Describe the importance of digital marketing management in contemporary organisations.
  • 2.2 Analyse the importance of digital marketing management in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: describe the importance of digital marketing management in contemporary organisations.

Study materials

Videos

  • The Digital Marketing Mix of Iceland Tourism - The 4Ps in Action · YouTube · Professor Wolters · 6 min · for registered students
  • Customer lifecycle marketing explainer · YouTube · Dr Dave - Dr Dave Chaffey · 7 min · for registered students
  • Lifetime Value of a Customer vs. Customer Acquisition Cost · YouTube · Edspira · 4 min · for registered students

Further resources

  • Principles of Marketing, ch. 16: Direct, Online, Social Media, and Mobile Marketing · PDF · OpenStax, textbook chapter; pp. 547–582 · for registered students
  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 2
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Digital Marketing Management Fundamentals
  • Week 2: The Digital Marketing Mix in Tourism
  • Week 3: Managing Digital Marketing Operations and Roles
  • Week 4: Internal and External Digital Marketing Integration
  • Week 5: The Digital Marketing Management Process
  • Week 6: Technological Trends in Digital Marketing
  • Week 7: Regulatory, Legal, and Ethical Frameworks
  • Midterm: Midterm evaluation
  • Week 9: Market Research Foundations in Tourism and Hospitality
  • Week 10: Analysing Secondary Data in the Digital Environment
  • Week 11: Conducting Primary Digital Market Research
  • Week 12: Applying Digital Marketing Management for Tourism and Hospi…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
Back to the course
Scroll