•   E-Business in Tourism and Hospitality MAR2HL001-3020 23.08.2021-15.10.2021  5   (VIRTUAL, ...) +-
    Learning objectives
    On successful completion of this module, the student understands the significance of the Internet and electronic commerce to the industry and also understands the business relevance of electronic communication channels e.g. social media. S/he applies the marketing information system for developing a digital marketing plan, in which s/he evaluates and uses information technology in customer relationships as well as electronic means of marketing and commerce. S/he also identifies and evaluates emerging technologies and digital innovations.
    Starting level and linkage with other courses
    Online lessons, essays, quizzes, and a final digital marketing plan where the learned key concepts are applied.
    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
    Assessment criteria
    Assessment criteria - grade 1
    The student understands the basic concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on satisfactory (2) level.
    Assessment criteria - grade 3
    The student understands the basic concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on a good level (3).
    The student can write short analyses and plans for digital marketing, i.e. keyword plan and internet-specific SWOT analyses.
    Assessment criteria - grade 5
    The student understands the key digital concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on a very good level (4).
    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 understands the basics of digital marketing budgeting and has demonstrated all these details in a written digital marketing plan for a chosen company. The student demonstrates innovative thinking in planning online marketing activities, and has presented some new ideas for the chosen company.
    Further information
    Please contact the teacher of this course for further information.
    Teaching methods and instruction

    This online material consists of two parts. First is a section of two quick orientation assignments and seven lessons, each one of them containing sub-lessons, topics and the most important terminology of the digital marketing field. You can proceed through the lessons to the next lesson. There are quizzes which you must complete successfully in order to proceed to the next module. The minimum requirement to pass the course with the lowest grade is to complete this first part.

    You can decide at what level you are aiming. You will write a marketing plan for a company you choose based on the lessons. The learning objective is to apply the learned concepts.

    You have two options to discuss with the teacher if you have any questions. The times for online chat and Skype are given on Moodle. They are during the first weeks of the course. You will get online feedback for your written assignment.

    Learning material and recommended literature

    Materials and online lessons on Moodle.

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

    This e-book is available online at Haaga Helia library, the number of simultaneous readers is limited but please check the book.

    Mode of delivery

    Distance learning

    Working life connections

    Depending on the goal the students will compile either two short digital marketing tasks or a longer digital marketing plan for a company they choose, either a company they know or a company of which they can easily find information online. Contacts to the company are not necessary. All the key concepts and areas discussed during the course can be applied directly to working life.

    Campus

    Haaga Campus

    Exam dates and re-exam possibilities

    Exams are online based quizzes that can be completed according to the student´s own schedule. However to obtain good results certain recommendations are given when they should be completed in order to be able to finish the written assignment as well.

    Teaching language

    English

    Internationality

    International materials are being used, and the whole course is in English.

    Timing

    23.08.2021 - 15.10.2021

    Learning assignments

    Online lessons, essays, quizzes and a final digital marketing plan where the learned key concepts are applied.

    Enrollment

    14.06.2021 - 20.08.2021

    Content scheduling

    Starts 23.8.2021. and ends 17.12.2021. More detailed schedule for the course is on Moodle (the learning platform for this course).

    Groups
    • VIRTUAL
    • RH20SB
    • RH20SD
    Alternative learning methods

    The student can choose the level at which he/she is aiming. The assessment criteria explain the different requirements for different levels. By completing only the online lessons and quizzes the maximum grade is 2. By completing also the written assignments grades 3-5 can be obtained.

    Teachers

    Päivi Penttilä

    Seats

    15 - 40

    Further information

    Scale 0-5.

    Degree Programme

    HOTRA Degree Programme in Hotel and Restaurant Management

    Virtual proportion

    5 cr

    Evaluation scale

    H-5