E-Marketing in Tourism
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Course informations
| Study program level |
Undergraduate |
| Study program |
Management |
| Study program direction |
Management of rural tourism |
| Course year |
3. |
| Course semester |
V |
| Course status |
Core |
| ECTS |
3 |
| Lectures (h) |
30 |
| Excercises (h) |
15 |
| Seminars (h) |
- |
Course objectives
- introduce students with the key features and the advantages and disadvantages of e-marketing in tourism
- to be able to explain the changes in the marketing mix under the influence of ICT technology
- know how to conduct qualitative and quantitative analyzes of tourism web sites
Course outcomes
Name of the learning outcomes set: E-marketing in tourism
Level: 6
- Identify and define e-marketing goals.
- Recommend access to the use of online search engines and communication platforms to collect desired data, advanced web technologies (including the latest generation mobile technology) for promotional activities and the overall creation of online marketing strategies.
- Formulate an integrated and comprehensive e-marketing plan and thoroughly justify its implementation including the necessary organizational adjustments
- Perform secondary research of various online sources for the purpose of finding and synthesizing information useful for the information management system.
Name of the learning outcomes set: E-marketing in rural tourism
Level: 5
- Identify key parameters for quantitative analysis of tourist-catering sites in rural tourism.
- Identify the key parameters for qualitative analysis of tourist-catering sites' websites in rural tourism.
- Analyze websites of tourist-catering companies in rural tourism.
Course content
Internet: Internet definition, Internet history, Internet services, mobile Internet, Web 2.0. World Wide Web: web sites, portals, functions, and web site evolution. Web site analysis: access analytics, quality component, dynamic analysis. eMIS: business intelligence and market intelligence, E-business intelligence, web-mining, segmentation on the Internet. Internet research: primary research, consumer behavior on the internet. E-mail marketing: spam, bulletins, business correspondence in the Internet environment. E-marketing mix: creating consumer value on the Internet, products in e-environment, features and benefits of e-products. E-communication: E-AIDA model, internet advertising components, online advertising models and tools, web advertising, television and radio on the Internet, new types of advertising, public relations on the internet, measurement of the effectiveness of interactive media, payment models advertising on the web. Business models on the Internet: electronic commerce, mobile commerce, electronic commerce technology, internet store, e-commerce payment, online service models, e-banking, e-learning, e-marketing in tourism and hospitality: online booking systems, qualitative analysis of tourism-catering sites websites in rural tourism.
