Study Guide

Objective

Having completed this study unit
· You are familiar with current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
· You identify and apply responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
· You create engaging, target-group-specific content understanding the role of storytelling and user-generated content.
· You utilize various, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly.
· You understand the principles of customer relationship management (CRM) and its application in digital contexts.
· You know how to analyse the effectiveness of digital marketing activities using relevant metrics and indicators.
· You execute a digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign.

Competences:

Content

Content:
• digital marketing landscape for tourism SMEs
• digital branding in tourism
• sales, distribution and findability
• customer insight and empathy in digital environments
• personalisation and AI in digital marketing
• legal and ethical considerations
• evaluation and indicators
• marketing project from strategy to operations

Assessment criteria, satisfactory (1)

Satisfactory (2)
Poor (1)

Assessment criteria, good (3)

Very good (4)
Good (3)

Assessment criteria, excellent (5)

Excellent (5)