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Level 7 Diploma in Tourism and Hospitality Management

Digital Transformation and Industry Trends

THM701 · Strategic Management and Marketing — Week 10 of 16

CourseTHM701
Week10 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Digital Transformation and Industry Trends

  1. Artificial intelligence in dynamic pricing and revenue management
  2. Hyper-personalisation and predictive analytics
  3. Industry benchmarking and market reports
  4. Technology adoption models
  5. Stanford Webinar - Digital Transformation: Beyond the Technology
  6. Pricing & Revenue Management Lecture - Topic 13 of Basics of Marketing
  7. Technology Adoption Life Cycle || Strategic Management

What you will be able to do

  • 2.3 Analyse the marketing of tourism and hospitality organisations from the perspective of strategic marketing theory.
  • 4.2 Research industry sources to identify contemporary strategic management and marketing trends in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: analyse the marketing of tourism and hospitality organisations from the perspective of strategic marketing theory.

Study materials

Videos

  • Stanford Webinar - Digital Transformation: Beyond the Technology · YouTube · Stanford Online · 29 min · for registered students
  • Pricing & Revenue Management Lecture - Topic 13 of Basics of Marketing · YouTube · Professor Wolters · 104 min · for registered students
  • Technology Adoption Life Cycle || Strategic Management · YouTube · FST Study · 8 min · for registered students
  • Strategic Digital Transformation webinar · YouTube · The Open University Business School · 61 min · for registered students
  • Fast Forward: Digital Transformation Trends Not to Miss · YouTube · eCornell · 64 min · for registered students

Further resources

  • Foundations of Information Systems, ch. 8: Data Analytics and Modeling · PDF · OpenStax, textbook chapter; pp. 297–338 · 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
  • Principles of Marketing, ch. 6: Marketing Research and Market Intelligence · PDF · OpenStax, textbook chapter; pp. 211–238 · 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.

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Course plan
  • Week 1: Evolution of Strategic Management
  • Week 2: Macro-Environmental Analysis
  • Week 3: Competitive and Industry Dynamics
  • Week 4: Internal Capabilities and Performance
  • Week 5: Strategic Formulation and Direction
  • Week 6: Evolution of Strategic Marketing
  • Week 7: Market Segmentation, Targeting, and Positioning
  • Midterm: Midterm evaluation
  • Week 9: Strategic Marketing Application and Performance
  • Week 10: Digital Transformation and Industry Trends
  • Week 11: Strategic Synthesis and Sustainable Governance
  • Week 12: Applying Strategic Management and Marketing in practice: ca…
  • 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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