Digital Marketing in Hospitality and Tourism HOS025AS3AE-3003 02.03.2026-08.05.2026 5 (MALTA2025K, ...)+-
Learning objectives
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.
Contents
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
Assessment criteria
Assessment criteria - grade 1
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.