Today, consumers access goods and services in multiple ways and at the same time: they compare prices on multiple websites, while also switching between mobile, tablet and desktop devices. In this module students will examine how Digital Marketing has changed hospitality’s global market, for both businesses and consumers. It will outline the new “digital tourist” and the various digital marketing tools and channels that businesses can use to communicate with their potential audiences. At the same time, the module focuses in multi-channel and omni-channel marketing, providing theoretical concepts based on actual market practice to show students how to engage customers across multiple marketing channels simultaneously.
The module will establish how digital marketing can influence consumer relationships at every stage and touchpoint of the buying process. It will present tools and techniques to establish better connections with consumers, with a focus on the final stages of the costumer journey, in order to build loyalty.