98752 - 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
Content Management
Digital & Transmedia Storytelling
Digital Marketing for Tourism
Professional Communication for Social Media: Facebook, Twitter, Instagram, YouTube, Tik Tokù
Social Media Marketing
Content Marketing and Marketing strategy for Tourism
Copywriting for hotels and tourism
SEO and SEM
B2B and B2C Google Adv
Email Marketing: newsletter, DEM, mailing
Brand reputation management
Influencer marketing
Online content distribution
Strategies to engage users and data measurement
Metrics online traffic

Readings/Bibliography

Donald Miller, 2017, Building a StoryBrand: Clarify Your Message So Customers Will Listen (English Edition), HarperCollins Leadership, WV, pp. 240
Not Mandatory:
Jonathan Gottschall, 2012, The Storytelling Animal: How stories make us human. Houghton Mifflin Harcourt
Joe Pulizzi, 2015, Content Inc. How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses. McGraw-Hill Education

Teaching methods

The essential elements to understand which tools are part of "web communication" for corporate business will be presented and discussed, as well as the most well-known social networks linked to companies, personal brands and important brands of the Tourism Industry. "Case histories" and success stories will be presented through slides and videos on YouTube, Vimeo and other online platforms.

Assessment methods

Each student agrees with the teacher a project to be developed starting from one of the topics of the course. The project consists in the elaboration of a thesis of about 20 pages that will be presented during the exam with a presentation of no more than 10 minutes. Students can use Powerpoint, Canva, Prezi, infographics or other tools. The essay must be sent to the teacher at least 10 days before the exam date. More information on the type of work to be prepared can be found on the virtual classroom page of the course.

Teaching tools

During the lesson the teacher will present the topics of the course through PowerPoint presentations, presentations with Canva and Prezi and other online tools. All presentations in pdf files will then be uploaded to the virtual classroom of the course called "Virtual Learning Environment" to which all students must register to access the topics presented in the classroom. Most of the lessons will take place in the computer classrooms (grey lab) to carry out the work requested by the teacher.

Office hours

See the website of Alessio Sartore