Digital Marketing Strategies for Tourism Products Using Modern Digital Tools
Brief description of the Training Program
The subject “Digital Promotion Strategies for Tourism Products Using Modern Digital Tools” aims at understanding and applying modern marketing methods in the tourism sector, with an emphasis on using digital tools and social media. Through a detailed presentation of the tourism product, its development stages and the reasons for its failure or success, trainees learn to design and implement sustainable business and marketing plans, conduct market research and analyse the external and internal environment with tools such as SWOT and PEST. Particular emphasis is placed on digital marketing, website content and technical management, the use of social media platforms for targeted communication and audience growth, and the creation of a tactical communication plan, contributing to the effective promotion and commercial success of tourism services and products.
Program Purpose
Digital Promotion Strategies for Tourism Products Using Modern Digital Tools are a crucial strategy for promoting tourism destinations, services and experiences. By using digital tools and channels (such as websites, social media, online advertising, SEO, email marketing, etc.), tourism businesses reach a wide audience and increase the visibility of their products. Digital marketing does not replace the actions and tools of traditional marketing; rather, the two complement each other and can be used together by tourism businesses in pursuit of their goals.
Learning results
On completing the training programme, trainees will know about:
- Developing strategies to promote tourism services and destinations.
- Digital marketing tools and channels.
- The synergies for a tourism business from using digital and traditional marketing tools in parallel
- Ways of creating engaging content and making use of advertising in the tourism sector.
- Using data and analytics to optimise marketing strategies.
- Enhancing the customer experience through digital customer service and reputation management.
Units
Unit 1 – Analysis of Tourism Products
Purpose objectives of the thematic unit
An introduction to tourism, and in particular the analysis of the tourism product, is a fundamental unit for understanding the importance of one of the most significant sectors of the modern global economy, as well as the latest trends in shaping the complex tourism product and the marketing actions needed for its commercial success.
Training duration (hours): 66
Unit 2 – Sustainable Business Models for Information Websites
Purpose objectives of the thematic unit
The huge changes in information and communication technologies in recent years are forcing organisations to change their strategies and business models in order to adapt to new challenges. The business model can be used as a tool to drive change in an organisation and to adapt it to the current situation. A business model describes how an organisation creates and delivers value to its customers, and how it earns revenue from that value.
Training duration (hours): 64
Unit 3 – Concept, Importance and Usefulness of the Marketing Plan
Purpose objectives of the thematic unit
A Marketing Plan enables businesses to develop, implement and evaluate coherent marketing strategies, monitor their progress, and understand their markets, their competition and their customers' needs. A well-structured Marketing Plan is the key to maximising a business's efficiency and growth, helping it make informed decisions and promote its products or services effectively in the market.
Training duration (hours): 70
Unit 4 – Market Research
Purpose objectives of the thematic unit
Market research is a multifaceted discipline that goes beyond simply collecting data. It is a systematic and carefully considered process that enables businesses to understand their environment, make well-founded decisions, innovate and grow. In a competitive and constantly changing business world, investing in market research is not just an option but a necessity for businesses that aim to thrive in today's complex market landscape.
Duration (training hours): 25
Unit 5 – SWOT, Analysis of the Internal and External Environment
Purpose objectives of the thematic unit
Every business operates within an environment shaped by internal, controllable factors as well as external, uncontrollable variables. The business must analyse this environment thoroughly in order to discover its strengths and weaknesses and identify opportunities and threats. Based on this analysis, the business will proceed with its strategic planning and communicate with this environment through marketing actions.
Training duration (hours): 23
Unit 6 – Digital Marketing
Purpose objectives of the thematic unit
The aim of this training unit is for trainees to understand the principles and functions of online marketing. At the same time, they will understand the importance of the marketing mix and the concept of online branding. In addition, they will know how to use all the channels for implementing digital marketing, as well as electronic customer relationship management.
Training duration (hours): 31
Unit 7 – Content Management
Purpose objectives of the thematic unit
Content management is the process of creating, organising, managing and publishing digital content, such as text, images, video and other media, on websites, social networks and platforms. The content needs to be stored and managed in a central database or content management system (CMS).
Duration (training hours): 24
Unit 8 – Communication Goal & Strategy through Social Media
Purpose objectives of the thematic unit
The aim of this training unit is for trainees to understand how social media work and the communication opportunities they offer today. Building on these concepts, they will understand methods for identifying and attracting the target group and for analysing the results of a social media campaign. Finally, they will know how to use social media to deal with a crisis in the business.
Duration of training hours: 16
Unit 9 – Ways to Increase Followers on Social Media
Purpose objectives of the thematic unit
With social networks having become an integral part of everyday life, finding ways to increase followers and strengthen social media presence has become important for individuals and businesses alike. Finding ways to increase followers on social media is a process that requires strategic thinking, creativity and constant adaptation.
Duration of training hours: 16
Unit 10 – Tactical Communication Plan through Social Media
Purpose objectives of the thematic unit
Successful communication is a key pillar of personal, professional and social relationships. For communication to be effective, it must have specific characteristics that ensure the message is conveyed clearly, understood correctly and achieves its goals. Successful communication on social media requires a strategic approach that takes into account the particular features of each platform, the needs of the audience and the goals of the communication.
Training duration (hours): 10
Unit 11 – Health and Safety at Work
Purpose objectives of the thematic unit
The aim of this training unit is to present the development of the concept of health and safety at work and the basic obligations of employers and employees; to set out the role of the health and safety committee; to present the role of the safety technician and the occupational physician; to categorise risks and present ways of preventing them; and to present the occupational health and safety risk management system.
Duration of training hours: 18
Unit 12 – Basic Principles of Labour Law
Purpose objectives of the thematic unit
The aim of this training unit is to present the basic principles and concepts of labour law, as well as the main legislative measures regulating employment relations. In particular, the unit aims to help trainees understand the different forms of employment contract, the basic employment rights and obligations arising from an individual employment contract, and the overall framework governing employment relations in today's environment.
Duration of training hours: 18
Unit 13 – Preparing for the Labour Market
Purpose objectives of the thematic unit
The aim of this training unit is to familiarise trainees with all possible ways of looking for work, so that they can find a job that matches their knowledge, abilities and interests.
Duration of training hours: 6
Unit 14 – Use of Basic Computer Applications
Purpose objectives of the thematic unit
In this unit, trainees will understand information technology as a unified and interdisciplinary science, recognising its diverse applications according to the needs and challenges of the modern world. The unit aims to provide fundamental knowledge of digital technologies, their applications and the social impact of the digital revolution. Trainees will become familiar with the structure, components and functions of a computer, examining both hardware and software, and will acquire the foundations for understanding how these affect our daily activities and modern society.
Training duration (hours): 13
Duration of the program
- Modern e-learning hours: 200 hours
- Hours of Asynchronous teletraining: 200 hours
- Total hours: 400 hours
- Detailed Description
Guidance on choosing a training subject
