E-Business in Tourism and Hospitality - Study guide

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

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.

Please contact the teacher of this course for further information.

This course consists of online lessons about e-business and digital marketing. Each online lesson/topic includes different kind of learning material (e.g. videos, written material, links). Each lesson also includes quizzes and/or written assignments. You can decide what grade you are aiming at in the course. You can get grades 1-2 by completing all the online lessons and quizzes and/or assignments related to them. You can get grades 3-5 by completing additional assignments mentioned in the course material. The learning objective is to apply the learned concepts.

You can also join two Teams meetings (schedule will be found in the course material). In these meetings you have the opportunity to meet and discuss with the teacher virtually.

Material, online lessons, quizzes and assignments on Moodle.

The main book is:
Chaffey, Dave; Fiona Ellis-Chadwick:
Digital Marketing, strategy implementation and practice.
Published 2019-01 or later
ISBN:9781292241586
Published by: PEARSON EDUCATION LIMITED.
Printed or e-book: PDF – Adobe DRM.

This book is also available as an e-book at Haaga Helia library, the number of simultaneous readers is limited.

All the key topics and concepts of the course can be applied directly to working life. In certain assignments a case company will be included (grades 3-5).

Haaga Campus

There are online quizzes and assignments that can be completed according to the student´s own schedule. Some recommendations for the schedule will be included on Moodle.

English

The course is in English and the topics of the course are international.

22.08.2022 - 14.10.2022

Online lessons, quizzes and written assignments.

13.06.2022 - 19.08.2022

22.08.2022 - 14.10.2022
More detailed schedule for the course can be found on Moodle site (the learning platform for this course).

VIRTUAL
RH21SB
RH21SD

Päivi Penttilä

15 - 40

Online quizzes and written assignments.
Scale 0-5

HOTRA Degree Programme in Hotel and Restaurant Management

5 cr

H-5