This week’s topics
Internet Marketplace Dynamics and Digital Consumer Behaviour
- Digital customer journey mapping and search behaviour
- Enterprise e-commerce adoption and direct-to-consumer channels
- Dynamic pricing and real-time inventory strategies
- Online marketplace mapping
- The Customer Journey & the Marketing Funnel | Google Digital Marketing & E-commerce Certificate
- What is Dynamic Pricing? How does Uber set its prices?
What you will be able to do
- 2.3 Analyse how consumers and businesses make use of the internet in the tourism marketplace.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: analyse how consumers and businesses make use of the internet in the tourism marketplace.
Study materials
Videos
- Online marketplace mapping · YouTube · Dr Dave - Dr Dave Chaffey · 8 min · for registered students
- The Customer Journey & the Marketing Funnel | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 32 min · for registered students
- What is Dynamic Pricing? How does Uber set its prices? · YouTube · HubSpot Marketing · 9 min · for registered students
Further resources
- Online Choice Architecture: how digital design can harm competition and consumers (CMA, 2022) · PDF · GOV.UK, report; 76 pages · for registered students
- Transition Pathway for Tourism (European Commission, 2022) · Reading · Eu, report · for registered students
- Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment · PDF · NBER, 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.
