Topic outline

  • General

    • Chat with the Teacher

      Monday 19th  September 2106 14.00-14.30
      Friday 23rd September 2016 15.00-15.30
      You can log into this chat and ask questions that you may have.

    • Presentations Forum

      Please write a short introduction of yourself, do you have any experience of digital marketing (for example during your summer jobs etc.) and what do you expect from this online-course, are there any specific interest areas in digital marketing? Other students can get to know you a little, and I as the teacher as well. Keep it very short, 5-10 sentences for example. Deadline Tuesday Sep 27, 2016. 

    • General questions and comments, share links and information Forum

      Here you can ask general questions or share interesting material and links about the topics of this course.

    • Course Desription Page

      By clicking on the title you find a more detailed description of the course.

      Module name
      E-business in hospitality and tourism

      Code: MAR2HL001
      Scope: 5 credits
      Timing: 1st academic year
      Language: English
      Level: Basic studies

      Type:  Compulsory

    • Guidelines, important Page

      This guidelines section has many very important instructions and general information about this course, all the different parts and how to complete the course. The first meetings with the teacher are on top this page, on the Moodle Chat. See the first times there. 

    • Teacher´s presentation and contact information Page

      Here you find information about the teacher together with the contact information.

  • 1. The Big Picture of E-business

    Basic definitions and introduction to e-business.

  • 2. Introduction of e-business in Tourism and Hospitality

  • 3. Digital Customer

  • 4. Networks and databases, technical concepts

  • 5. Website design

  • 6. Online shops

  • 7. Digital marketing mix, channels

  • 8. SEO, SEM

    • Summary of Lesson 8, SEO SEM File

      This is a printable short summary of the topics in lesson 8. All the explanations are on the videos. You can print this PDF-file to help you in taking notes from the videos.

    • Key Words List Template File

      A simple grid template to list your key words and key phrases, and estimate their CPC´s and traffic. If you have difficulty finding any traffic estimates, use different tools and check www.alexa.com for information about websites in your industry. (This template is a Word-document, also older format 97-03 is included here if you any difficulty opening it. 

    • Your SEO SEM plan Assignment

      Perform a quick backlink analysis on your website. Define your keywords? Start writing your SEO SEM strategy as a part of your marketing plan.Discuss your keywords, use the free key-words tools. Write a short report about 1-2 pages at this point about your keywords, based on these lessons. Present estimations about CPC prices. Return it to Moodle. This is also a part of your final assignment, so it will help to complete that as well. Use the template that you find on Moodle.

    • Google Search Engine Optimization Beginners Guide URL

      Beginners´guide to good practices of SEO.

  • 9. Forms of digital advertising

  • 10. Social Media Marketing

  • 11. Digital Marketing Strategy

  • 12. Emerging technologies, future trends

  • Analysis assignment

    • Analysis assignment description File

      Analysis of your company´s and your competitors´digital marketing activities and web presence. This assignment supports the final marketing plan and you can use this work as a part of your situation analysis.

    • Analysis assignment

      Analysis of your company´s and your competitors´digital marketing activities and web presence. In the shorter analysis assignment you include at least the things described in the grading chart, see the GUIDELINES on top of the course. You can get the grade 3 at maximum by completing a short analysis based on the lessons.

  • The final e-commerce and digital marketing plan

    • Digital marketing plan structure. File

      If you aim at grades 4 and 5 your final assignment is to write a digital marketing plan for a company that you chose in lesson 5. In lesson 11 the structure and writing a digital marketing plan using SOSTAC model is discussed. Here you find the general guidelines and structure. There is not a specific rule how many pages it should be. Usually a short digital marketing plan has been about 10-15 pages, and a longer one about 20-30 pages. Use screen shots to demonstrate your ideas. The length also depends how much you are using this kind of visual material. The plan is based on all the lessons in this course, so by taking notes and completing all the modules you should know the basic terms and areas to be able to write a short digital marketing plan.

    • The Final Digital Marketing Plan Assignment

      This is the box for submitting your final digital marketing plan by December 16th 2016.