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Level 5 Diploma in Tourism and Hospitality Management

Analysing Secondary Data in the Digital Environment

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 10 of 16

CourseTHM501
Week10 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Analysing Secondary Data in the Digital Environment

  1. Website and social media engagement analytics
  2. Sentiment analysis and online review mining
  3. Industry benchmark reports and OTA performance data
  4. Evaluating secondary data reliability and validity
  5. Social media analytics and reporting | Google Digital Marketing & E-commerce Certificate
  6. Thematic Analysis of Social Media data (50,000 YouTube Comments)
  7. Listening and engagement on social media | Google Digital Marketing & E-commerce Certificate

What you will be able to do

  • 4.3 Analyse secondary data relating to the digital environment for tourism and hospitality industry using the principles of market research.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: analyse secondary data relating to the digital environment for tourism and hospitality industry using the principles of market research.

Study materials

Videos

  • Social media analytics and reporting | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 27 min · for registered students
  • Thematic Analysis of Social Media data (50,000 YouTube Comments) · YouTube · Qualitative Researcher Dr Kriukow · 14 min · for registered students
  • Listening and engagement on social media | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 37 min · for registered students

Further resources

  • Foundations of Information Systems, 8.4: Web Analytics · PDF · OpenStax, textbook chapter; pp. 314–322 · for registered students
  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
  • Principles of Marketing, ch. 16.3: Metrics for online marketing · PDF · OpenStax, textbook chapter; pp. 553–558 · 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 9Week 11
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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