On successful completion of this module, the student understands the significance of e-Business to the tourism and hospitality industry and also understands the business relevance of digital marketing and its channels e.g. social media. S/he understands the elements of a succesfull digital marketing plan and is able to contribute a marketing plan in digital business environment. S/he also identifies and evaluates emerging technologies and digital innovations.

• Digital business as a phenomenon in tourism and hospitality business
• Use and role of digital marketing in e-business
• Pros and cons as well as requirements of digital marketing activities
• Different platforms, channels and their roles in digital marketing
• Customer relationships (CRM), analytics and customer experience (CX) online
• Planning of digital marketing acitivities to promote e-business
• Other actual phenomena of e-business and digital marketing

Depending on the goal of the student, h/she will compile online lessons, quizzes and different written assignments based on the course plan. In certain written assignments a case company is to be included.

It is possible to gain the credits of this course through recognition of prior learning if the student has work experience in e-business and digital marketing and he/she can present work samples of the planning and execution. For instance, the creation of the digital marketing or social media campaigns professionally or building the webshop(s) with analytical approach can be considered as sufficient skills. In this case the student should contact the teacher before starting the course.

Online lessons, videos, quizzes, assignments.

Please contact the teacher of this course for further information.

The student understands the basic concepts and terminology. H/she has completed the online lessons and quizzes and/or assignments related to them. The mean value of online quizzes and assignments (related to the online lessons) is at least on satisfactory (2) level.

The student understands the basic concepts and terminology. H/she has completed the online lessons and quizzes and/or assignments related to them. The mean value of online quizzes and assignments (related to the online lessons) is at least on a good level (3). The student can do analyses for digital marketing, i.e. SWOT analyses. Additional practical written assignment related to a case company required.

The student understands the basic concepts and terminology. H/she has completed the online lessons and quizzes and/or assignments related to them. The mean value of online quizzes and assignments (related to the online lessons) is at least on a very good level (4).
The student can do analyses for digital marketing, i.e. SWOT analyses. The student can plan digital marketing actions according to strategic thinking. The student can use the tools and key concepts of digital marketing presented during the course. The student is able to create a written digital marketing plan for a case company. The student demonstrates innovative thinking in planning digital marketing activities and has presented some new ideas for the case company. Practical written assignmenta related to a case company required.