The module aims to introduce students to the main principles and concepts of digital marketing, as well as their application in the modern corporate environment, by connecting theory and practice. Principles and concepts that will be introduced and discussed during the module include, inter alia, direct marketing (traditional and new), online marketing (websites, online advertising, email marketing and viral marketing), social media marketing (use, advantages and management), and mobile marketing. Finally, the module will present multiple tourism and hospitality case studies, in order to explain how the principles have been applied so far in the field.

• To help students obtain the theoretical background of digital marketing and understand its main concepts and theories.
• To help students understand the importance of digital marketing in the modern corporate environment.
• To help students familiarize themselves with the application of main digital marketing concepts and theories in real life case studies.
• To help students understand the importance of digital marketing in the modern corporate environment of hospitality and tourism.

Course Content (Syllabus):

Week 1: Introduction to Digital Marketing

Week 2: Online Market Analysis - Micro-environment

Week 3: The Digital Macro-environment

Week 4: Digital Marketing Strategy (Part A)

Week 5: Digital Marketing Strategy (Part B) & The Marketing Mix

Week 6: Mid-term Assignment Presentation

Week 7: Data-driven Relationship Marketing

Week 8: Delivering Digital Customer Experience

Week 9: Planning Digital Media Campaigns

Week 10: Marketing Communications - SEO & SEM

Week 11: Marketing Communications - Social Media & Email

Week 12: Evaluation and Performance Improvement

Week 13: Review and exam preparation

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, 
implementation and practice (8th ed.). Pearson Education.

Kartajaya, H., Kotler, P., & Setiawan, I. (2016). Marketing 4.0: moving from Traditional to Digital. John Wiley & Sons.

Teaching methods include lectures and interactive activities, inside and outside the classroom.

The course includes the use of video and multimedia.

The evaluation of the course is done through a group assignment  30% and written exams 70%