Class Social Media and Marketing

This course aims to enable students to understand the scope of digital marketing and effectively integrate its strategies into the tourism sector. The theoretical foundations are presented using a variety of case studies to ensure a constant link between theory and practice. In addition, students will be challenged to apply the concepts learnt throughout the unit by developing an individual or group practical project that allows them to explore and consolidate knowledge in areas such as digital strategies, social networks and communication trends in the online environment.  

Not applicable

1 - Fundamentals of Digital Marketing Essential concepts of brand management. Alignment between brand strategy and digital marketing. Types of digital marketing strategies. 2 - Digital Marketing Strategies and Tools Application in communities and social networks. Digital publishing and advertising. Strategies in the entertainment sector. E-commerce tools. Social media management and optimisation: planning, content and metrics. 3 - Strategies and Tools for Social Networks Introduction to the main platforms and their characteristics. Creation of content strategies aligned with marketing objectives. Editorial planning and publication calendar. Community management and interaction with the public. Advertising on social networks: segmentation, campaigns and analysing results. 4 - Practical Project Development Application of the knowledge acquired in the creation and management of a final project.

The online distance learning methodology is based on student-centred learning, with flexibility as a priority, interaction as a priority and digital inclusion as a principle. These guidelines guide the organisation of the entire teaching-learning process, the roles of the student and the teacher, the planning, design and management of the learning activities to be offered to the students, the type of materials to be developed and the way in which the acquired competences are assessed. Assessment: Attendance (30%) + individual work (40%) + asynchronous work (30%).

Baptista, D., & Costa, P. (2021). Marketing Digital-Conteúdos Vencedores. Lisboa. Lidel. Junior, D. J. S., & Huzar, V. (2020). Marketing digital. Administração, 12-12. Sultoni, M., Sudarmiatin, S., Hermawan, A., & Sopiah, S. (2022). Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1381-1388. Sharma, S., Singh, G., & Pratt, S. (2023). Applying a technology acceptance model to understand digital-free tourism. Tourism Recreation Research, 1-18. Fedoryshyna, L., Halachenko, O., Ohiienko, A., Blyznyuk, A., Znachek, R., & Tsurkan, N. (2021). Digital marketing in strategic management in the field of the tourism. Journal of Information Technology Management, 13(Special Issue: Role of ICT in Advancing Business and Management), 22-41.