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Level 5 Diploma in Tourism and Hospitality Management

Managing Digital Marketing Operations and Roles

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 3 of 16

CourseTHM501
Week3 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Managing Digital Marketing Operations and Roles

  1. Organisational structures for digital teams
  2. Roles and responsibilities of digital marketing specialists
  3. In-house management versus digital agency outsourcing
  4. Performance metrics and resource allocation
  5. Share metrics and insights with stakeholders | Google Digital Marketing & E-commerce Certificate
  6. Use metrics from Google Analytics and Google Ads | Google Digital Marketing & E-commerce Certificate
  7. Marketing Analytics 101 (A Beginner’s Guide To Marketing Metrics)

What you will be able to do

  • 2.1 Explain how digital marketing management is managed in the tourism and hospitality industry.
  • 2.3 Analyse the roles and responsibilities of digital marketers in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain how digital marketing management is managed in the tourism and hospitality industry.

Study materials

Videos

  • Share metrics and insights with stakeholders | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 30 min · for registered students
  • Use metrics from Google Analytics and Google Ads | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 22 min · for registered students
  • Marketing Analytics 101 (A Beginner’s Guide To Marketing Metrics) · YouTube · Adam Erhart · 7 min · for registered students

Further resources

  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
  • Principles of Marketing, ch. 16.3: Metrics for online marketing · PDF · OpenStax, textbook chapter; pp. 553–558 · for registered students
  • Introduction to Business 2e, ch. 7.1–7.2: Organisational structures · PDF · OpenStax, textbook chapter; pp. 219–226 · 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 2Week 4
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
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