78365 - Web Communication

Learning outcomes

The course is aimed to transfer knowledge and techniques required to be able to define, manage and verify tourism business activity on the web in order to achieve a proper communication strategy and online promotion. To that end the course will focus on the performance and use of the main platforms of online communication and will treat about editing, social media, corporate website, brand reputation and everything to do with web communication, with practical examples and best practices. At the end of course students will be able to organize the content of web sites and portals, manage brand reputation and soical media accounts, track and share information about online traffic.

Course contents

Introduction to Hospitality Marketing

Digital Marketing for tourism

Social Media Communication: Facebook, Twitter, Instagram, YouTube

Social Media Advertising

Content Marketing and Inbound Marketing

Copywriting for hotel and destination websites

SEO and SEM

Google Advertising

Email Marketing: newsletter, DEM, mailing

Brand Reputation Management

Introduction to Online Distribution

Tools & strategies to capture, engage and convert into data analytics 

Readings/Bibliography

Guido Di Fraia. 2015. Social Media Marketing: Strategie e tecniche per aziende B2B e B2C. Ulrico Hoepli Editore, Milano, pp. 342

Or

Donald Miller. 2017. Building a StoryBrand: Clarify Your Message So Customers Will Listen (English Edition), HarperCollins Leadership, WV, pp. 240

Other book 

Seth Godin. 2018. This is Marketing: You Can’t Be Seen Until You Learn To See, Penguin, New York, pp. 271

 

Teaching methods

The essential elements will be presented to understand what tools are part of web communication for the corporate business, as well as the fundamental importance of the most famous social media related to many companies, personal brands and important brands.

Many history cases and success stories will be presented through slides and YouTube videos

Assessment methods

‎Each student must prepare a written in English, or in agreement with the teacher, also in Italian of 20/30 pages, on a topic of the course to be agreed with the teacher. The work must be delivered at least one week before the exam session. The work must then be presented to the exams in 10 minutes through power points, infographics, www.prezi.com, www.canva.com or other online tools of the student's choice. Further information on the type of written work can be found in the virtual classroom of the course ‎

Teaching tools

Power point presentation

Office hours

See the website of Giorgio Cappello