Base Knowledge
NA
Teaching Methodologies
In this curricular unit, the following teaching methods are used:
1. Expository, using audiovisual means to explain the syllabus;
2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;
3. Collaborative, through group work.
Learning Results
At the end of the curricular unit the student is expected to be able to:
a) Explain the fundamental concepts of digital marketing and e-business in tourism;
b) Distinguish the determinants of online consumer behavior and model this behavior in the tourism sector;
c) Evaluate the potential of business opportunities provided by online markets in the tourism sector;
d) Understand the adaptation of marketing strategy and operational tools to the online environment in the tourism sector;
e) Develop online customer relationship management mechanisms in the tourism sector;
f) Distinguish and apply different digital marketing tools in the tourism sector;
g) Investigate autonomously, formulate reasoned value judgments and communicate clearly in writing and orally.
Program
1. Fundamental concepts of digital marketing and e-business in tourism
2. Online consumer behaviour models in tourism
3. E-business models in tourism
4. Online marketing mix adaptation in tourism
4.1. Online product and brand management in tourism
4.2. Online price management in tourism
4.3. Online distribution in tourism
4.4. Online marketing communication in tourism
5. Online relational marketing in tourism
6. Digital marketing tools in tourism
6.1. Search engine optimization
6.2. Websites and landing pages
6.3. Online advertising
6.4. E-mail marketing
6.5. Social media marketing
6.6. Online analytics and metrics
Grading Methods
- - Frequency - 50.0%
- - Group work - 50.0%
- - Exam - 50.0%
- - Individual work - 50.0%
Internship(s)
NAO
Bibliography
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.
Chaffey, D., & Smith, PR (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge. Charlesworth, A. (2018). Digital marketing: A practical approach (3rd ed.). Routledge.
Faustino, P. (2019). Marketing Digital na Prática. Marcador.
Frost, R., Fox, A. K., & Strauss, J. (2018). E-Marketing (8th ed.). Routledge. Gouveia, M. (2022). Marketing Digital: O Guia Completo. Ideias de Ler.
Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do Tradicional para o Digital. Actual Editora. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Actual Editora.