Program Overview

Award in Digital Marketing Management in Tourism and Hospitality Industry

Overview

This course is designed to equip learners with the knowledge and skills required to effectively comprehend and manage digital marketing, including social media, websites, and other digital communication tools.

Programme Description

The course focuses on the importance of marketing ethics and provides learners with the opportunity to understand the importance of marketing ethics. It also covers the fundamental principles and concepts that govern digital marketing and their applicability to tourism and hospitality.

Awarding Body & Accreditation

This qualification is awarded by eie Institute of Education and is accredited by the Malta Further and Higher Education Authority (MFHEA). MFHEA deems this Award to be at MQF Level 5 (12 ECTS) of the Malta Qualifications Framework and the European Qualifications Framework for lifelong learning.

Learning Outcomes

Competences

• Collaborate with professionals within the marketing department at the place of work in the tourism and hospitality industry
• Monitor the changes in the competitive environment and digital market to effectively identify digital marketing opportunities
• Create and evaluate social media marketing campaigns and plan in collaboration with the marketing department
• Ensure compliance with moral principles and values of marketing

Knowledge

• Have in-depth knowledge of the fundamental principles & concepts which govern digital marketing and their applicability to tourism & hospitality
• Examine the importance of assessing the digital environment, both on a micro and on a macro level
• Have knowledge of the use of segmentation and the 4P’s in marketing as well as their applicability to digital marketing
• Critically reflect on the importance of designing and developing a digital marketing strategy
• Have knowledge on the importance of assessing relationship marketing
• Have knowledge on how to manage overall customer experience digitally with special reference to tourism and hospitality
• Critically analyse the use of creating marketing campaigns specifically for tourism and hospitality
• Have knowledge of and critically discuss the different available communication methods
• Critically reflect on the importance of evaluating and improving digital performance
• Have knowledge of various trends and challenges in digital media marketing

Skills

• Apply the acquired cognitive knowledge and skills when researching online markets and demonstrate ability to identify various opportunities
• Assess the emerging trends and issues and digital marketing and identify the potential opportunities for place of work
• Use tools such as SWOT and PESTLE to analyse the competitive environment within which an organisation is competing
• Use the 4P’s to effectively identify the key factors of the business within which one works
• Use acquired data through the use of effective investigative skills to assist in the planning and designing of a marketing plan in collaboration with the marketing team
• Use the most effective digital communication methods to communicate with the target audience of the organisation
• Practice effective analytical skills to identify the changes in the marketing environment of tourism and hospitality and how these changes affect the organisation overall
• Practice effective problem solving and decision making at the workplace under supervision of the director

Module-Specific Digital Skills and Competences

• Implement effective SEO and SEM
• Use social media platforms effectively making use of effective digital skills

Teaching Methodology

This course shall be taught with a student-centred approach whereby learners are encouraged to take active participation in their own learning. Learners shall be presented with PowerPoint presentations, case-study examples, and other interactive learning materials. Students will be asked to discuss and exchange communication amongst each other (classroom or online, as per learning mode chosen).

Assessment

This course shall be assessed with an assignment (75%) whereby learners are expected to present an original piece of work including properly referenced literature and practical examples. The assignment has a word count limit of 1,500 words. Learners are also expected to undergo a classroom assessment including discussions, multiple-choice assessments and/or observation (25%). Moreover, learners are expected to obtain a minimum of 50% of the total mark to successfully pass from the course.

Fees

• €1,500.00 (whole course will cost €450 after Tax Credit - Save €1,050)
• Get Qualified Scheme: Upon successful completion of this course, learners will be able to recover up to 70% (through tax credits) of expenses on both the registration and tuition fees paid when starting the course.