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Level 5 Diploma in Tourism and Hospitality Management

Applying Digital Marketing Management for Tourism and Hospitality in practice: case studies

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 12 of 16

CourseTHM501
Week12 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Applying Digital Marketing Management for Tourism and Hospitality in practice: case studies

  1. Case analysis
  2. Linking theory to practice
  3. Evaluating evidence
  4. The effectiveness of Tourism Australia's award-winning 'Dundee' ad
  5. How to Create a Digital Marketing Strategy - A Silverstone Case Study

What you will be able to do

  • 1.3 Evaluate the importance of the digital marketing mix in the tourism and hospitality industry.
  • 2.2 Analyse the importance of digital marketing management in the tourism and hospitality industry.
  • 2.3 Analyse the roles and responsibilities of digital marketers in the tourism and hospitality industry.
  • 3.1 Analyse technological trends affecting the development of digital marketing management in tourism and hospitality.
  • 3.2 Assess the relationship between external digital marketing and internal digital marketing in tourism and hospitality businesses.
  • 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 2 videos, then: Case-study workshop: apply the unit’s concepts to a real or realistic case and evaluate the outcome.

Study materials

Videos

  • The effectiveness of Tourism Australia's award-winning 'Dundee' ad · YouTube · Marketing Week · 10 min · for registered students
  • How to Create a Digital Marketing Strategy - A Silverstone Case Study · YouTube · ukmarketingnet · 39 min · for registered students
  • Effective Digital Marketing During COVID-19: What Hospitality Managers Need To Know · YouTube · eCornell · 65 min · for registered students

Further resources

  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
  • European Capital of Smart Tourism (EU initiative and best-practice compendia) · Reading · Eu, case study · 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
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 11Week 13
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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.

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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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