The tourism sector has been fundamentally re-architected with social media, mobile and ecommerce strategies over this past decade. Success in this digital ecosystem demands that a marketer understand these new dynamics and underlying technology that is transforming business by dramatically altering the way people communicate, create, collaborate, share information, purchase and complete other transactions.
This program will acclimate students to the latest digital travel landscape through exposure to dynamic case studies and thought leadership, as well as practical experience to digital business strategies, techniques, tools, platforms, KPI’s that are driving the digital travel revolution, helping the business manager to identify and embrace current and future opportunities to reach, engage with, and learn from customers.
The program aims to:
- Understand the “digital tourist” and how to market effectively when developing new marketing strategies.
- Understand the main digital techniques (paid media, mobile, social media, content, listening …) and “best practices” in the tourism sector
- Understand the drivers of digital strategic plan and identify opportunities in a tourism company.
- Define a digital tourism business scorecard, realistic objectives and expected results; as well prioritize the KPIs for the strategy.