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 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 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 Zoom are given on Moodle. They are during the first weeks of the course. You will get online feedback for your written assignment.

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 do check it

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.

Haaga Campus

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

English

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

22.08.2022 - 16.12.2022

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

13.06.2022 - 19.08.2022

Starts 23.8.2021. ends 17.12.2021. More detailed schedule for contents is on Moodle, the learning platform for this course.

VIRTUAL
EXCH
RHM31

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.

Jussi Mertanen

15 - 40

Scale 0-5

HOTRA Degree Programme in Hotel and Restaurant Management

1.00 cr

5.00 cr

H-5