ISLA Santarém 2571

Tourism Marketing II

• ApresentaçãoPresentation

  The Tourism Marketing II course is part of the Management and Administration area, covering digital marketing strategies and tools applied to tourism. Its scope includes trend analysis, consumer behavior, and optimizing the digital presence of tourism companies. The CU is essential in the study cycle, enabling students to develop innovative marketing plans using SEO, social media, and data analysis, preparing them for the challenges of the sector.
• ProgramaProgramme

  1. Digital Marketing in Tourism 2. Consumer Behavior and Digital Social Interaction 3. Social Media in Tourism 4. Essential Skills for Digital Marketers in Tourism 5. Planning and Metrics in Digital Marketing 6. Content Marketing in Tourism 7. SEO and Search Marketing in Tourism 8. Developing Digital Strategies for Tourism 9. Advanced Web Marketing Tools in Tourism
• ObjectivosObjectives

  O1.Present the theory and practice of Digital Marketing, emphasizing its strategic implications at the organizational level and in consumer behavior, including data analysis and emerging trends  O2.Develop skills to create an innovative marketing plan associated with a tourism company, using digital tools and data analysis techniques  O3.Explore and apply strategies to optimize presence in the digital space, aimed at business development and improving customer service, with a special focus on personalization and user experience  C1.Understand and apply the importance of marketing actions using digital tools, including SEO, content marketing and social networks, to achieve marketing objectives.  C2.Capability to carry out an innovative and effective tourism marketing plan, supported by digital tools and data analysis, preparing students for the challenges and opportunities of digital marketing in tourism
• BibliografiaBibliography

  Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.  Hays, S., Page, S.J., & Buhalis, D. (Eds.). (2020). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Routledge. Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd ed.). Kogan Page. Morrison, A.M. (2020). Marketing and Managing Tourism Destinations (2nd ed.). Routledge. Ryan, D. (2020). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (5th ed.). Kogan Page. Shaw, G., & Williams, A.M. (2018). Tourism and Innovation. Routledge.
• MetodologiaMethodology

  The pedagogical approach adopted is based on the active method, promoting cooperative (peer) and creative learning. Face-to-face: M1. Theoretical-practical teaching: Presentation of concepts and discussion of program content. M2. Laboratory practice: Field research; Real analysis of the tourism sector to develop marketing campaigns, emphasizing the practical application of traditional strategies and the resolution of common problems in the industry. M3. Simulated practice: Scenarios and activities that allow students to explore real-world situations related to travel organization, applying the fundamental concepts presented and developing practical skills. Independent study: M4. Consolidation of the content taught in class through additional research on the different topics covered and the development of supplementary work related to solving specific problems and group dynamics.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Teste de Avaliação - 50%

  Portefólio - 50%