Digital Marketing in Hospitality and Tourism - Study guide

Upon successful completion of this course, students will understand the significance of the Internet and electronic commerce to the industry, as well as the business relevance of electronic communication channels, such as social media. They will apply marketing information systems to develop a digital marketing plan, evaluating and utilizing information technology in customer relationships and electronic means of marketing and commerce. Additionally, students will identify and assess emerging technologies and digital innovations.

Digital business as a phenomenon & use and role of social networks in marketing
• Pros and cons as well as requirements of digital marketing activities
• Different platforms and channels and their roles in online marketing
• Customer relationships (CRM), customer intelligence (CI) and customer experience (CX) online
• Planning online marketing efforts
• Digital marketing analytics and planning tools
• Current trends, terminology and the evolving digital environment and the role of artificial intelligence in marketing

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

Lecture materials, on Moodle, updated at the time of lectures.

Additional study materials and links on Moodle.

Literature:
Chaffey, Dave,Chadwick, Fiona: Digital Marketing. Pearson 2022. Eighth edition. Available as an e-book on the Haaga-Helia's library-site.

Lahtinen, Niko: Digital Marketing Strategy: Create Strategy, Put It Into Practice, Sell More. Edward Elgar Publishing, 2023. Available as an e-book on the Haaga-Helia's library-site.

Haaga Campus

English

03.03.2025 - 09.05.2025

02.01.2025 - 28.02.2025

MALTA2025K
CONTACT
BLENDED
EXCH

Jussi Mertanen

15 - 40

Assessment criteria - grade 1
The student knows the basics of digital marketing, its challenges, and possibilities. Student can identify some trends in consumer behavior online and has a clue how to study these. S/he knows some of the differences between social media channels and can name some online marketing tactics, strategies and actions.

Assessment criteria - grade 3
The student understands the basics of digital marketing from different perspectives. S/he can identify major trends and aspects of consumer behavior online. S/he knows the pros and cons of various online channels and can analyze the case company’s online presence quite well. Marketing strategies, tactics, and actions are familiar to her/him.

Assessment criteria - grade 5
The student understands the different aspects of digital marketing The student can identify and analyze major trends in consumer behavior and social media. S/he knows the pros and cons of various social media channels and can analyze the case company’s social media presence in detail. Marketing strategies, tactics and actions are well discussed in the plan, backed up with a range of concrete examples from business life. The report includes a description of online performance measurement and monitoring tools.

RESTO Hospitality and Tourism Management

0.00 cr

3.00 cr

H-5