• TFIT3012
• Tourism eMarketing

The World Wide Web has become an essential medium for marketers, providing new distribution channels, enhanced customer relationship management, and also generating opportunities for expansion into new markets. The key question when it comes to eMarketing in Tourism is no longer whether to use electronic channels of distribution but which channels to employ and how to manage them effectively. This module involves an in-depth investigation into the uses, and possible uses, of the myriad of electronic channels for the marketing and distribution of the Tourism product. The course will undertake a comprehensive study of the techniques involved in the planning, development, implementation and optimisation of an eMarketing strategy within the Tourism industry. It will provide the participant with a hands-on step-by-step approach to the many varied, yet interrelated, elements and tools associated with effective eMarketing. The focus of the module will be very practical in nature with an emphasis on business and marketing applications of digital channels. The module will take place entirely in a computer laboratory and the majority of marks will be awarded for practical work completed in class and in practical projects.

Over the past decade the Web has emerged as the distribution channel of choice for both tourism providers and customers alike. The Web has proven itself to be an indispensible business tool to reach, serve and understand a target market. However, there is growing realisation that a Web presence is much more than a simple online storefront - it is in fact a dynamic, persuasive relationship that must be nurtured and supported. In fact, the potential of the Web is so great that it would be remiss of any tourism organisation not to explore its possibilities. Unfortunately, this potential is far from being realised by the majority of tourism enterprises and for this potential to be realised fully, tourism professionals must take steps in order to understand which marketing channel(s) are best suited to their product and audience and they must learn to apply the appropriate eMarketing tools and techniques more effectively. Therefore, this module provides a practical hands-on approach to a variety of tools and techniques to enable students to plan, implement, manage and maintain effective eMarketing campaigns.

eMarketing Fundamentals - Concepts and Components - This unit covers the key concepts and the underpinning marketing theory associated with eMarketing in the Tourism domain. This session distinguishes the internet from other marketing channels and in particular investigates its unique characteristics and how it has not only revolutionised the way we search for and process information and the way we do business it is simply changing the way we live. Website Optimisation (Including Copywriting) - In today¿s fiercely competitive online environment most businesses are focused on search engine optimisation and very few concentrate on website optimisation. Website optimisation is the measure of how successful a website is in convincing a visitor to take a certain course of action. This could be to buy a product, to view a certain page, to download an item, to register or whatever the website sets as an objective. If a website is to achieve this on a consistent basis these customers will be encouraged to return to the site which in turn will positively affect attrition, churn, retention, conversion and, ultimately, customer loyalty will improve. Improving the conversion rate is all about identifying where problems occur and finding appropriate solutions. Visitor Engagement & Collaboration: This section of the module examines the methods and principles associated with building relationships with customers and potential customers through collaborative online techniques such as social networks, blogs and other user generated content (UGC). Persuasion begins with engagement and in order to engage customers one has to first understand their wants, needs and overall level of satisfaction. However, this relationship is not achieved instantaneously. It is developed and nurtured over a prolonged period of time. Search Strategies ¿ This section simply outlines the techniques used to improve a business¿s search strategy both paid and organic. - Organic Search Strategies - This unit explores the rules and techniques used in order to determine the search engine readiness of a website and will equip students with the core understanding, technical know-how and insight to build an effective Search Engine Optimisation (SEO) strategy in order to achieve and maintain a better position on search engines. These sessions will cover elements such as keyword positioning, prominence and density, page rank, metatags, links (inbound and outbound), the use of multimedia and domains. - Paid Search Strategies (Pay Per Click) - Students will be introduced to many different online advertising (pay per click) platforms with a focus on Google AdWords and will gain a firm understanding of the steps required to plan, develop and optimise a successful pay per click strategy. Participants will observe case studies and successful campaigns in action, learning the essentials for marketers wishing to maximise their return on their investment. Email Marketing - To the backdrop of some of the biggest success stories in email marketing students will learn the value of this often overlooked tool. With massive opportunities for permission marketing students will take from this session an understanding of both how and why this is potentially a highly lucrative activity in business. Mobile Marketing - This unit provides students with a solid understanding of the rapid evolution of the mobile marketing landscape. Focusing on cutting-edge case studies students will gain knowledge of the technologies and terminology of mobile marketing. Website Analytics & eMetrics- The customer is the starting and finishing point for all effective eMarketing strategies. If customers do not get what they want from your website they will go elsewhere. Therefore, it is crucial for a business to understand a customer¿s wants and needs. Web analytics are a set of tools and techniques used to measure each customer¿s activity and behaviour pertaining to a specific website.