Digital Marketing and Brand Management

  • The module introduces students to the following concepts:

    • The components of brand management, branding strategy and brand building
    • The importance of brand equity, trust and loyalty in hospitality and tourism in the competitive digital era
    • The frameworks for integrated marketing communications
    • Digital marketing tools, including Web Site Development/SEO/Analytics, Booking platforms, Reservation systems, Customer Relationship Management, Social Media, Mobile marketing.

       

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