Module D.0: Digital marketing and communication strategies
Welcome to Module D entitled "Digital Marketing and Communication Strategy". In this module, you will improve your knowledge of digital marketing in the field of tourism. We will cover specific topics such as strategic approaches and reputation building, proper social channel management and creative content creation. We will also outline all the steps and activities necessary to take the organization of a private historic house to the next level in terms of digital maturity. Once digital maturity is reached, the historic house will experience a strengthening of its brand identity, a better perception of its historical and cultural prestige and, of course, an increase in its commercial value. In this module you will learn: Build your own digital home and create an identity for your historic home that is also digital, develop content for use in online promotion.
Gain confidence in using digital tools and explore their communication potential to empower and manage your own business. Develop a digital marketing plan: identifying the goals to be achieved, setting the investment budget and defining the follow-up strategy to be adopted and the time frame in which the set goals should be achieved. Explore the use of different elements of a digital marketing plan. Get essential tools to analyze the results of your own digital marketing plan to track progress and effectiveness. Manage the main social media platforms and occasionally choose the most suitable option to reach your target client segment or convey a specific message. Learn to know your audience and profile your buyers, identify the niche of potential customers, interpret their needs and understand the most appropriate form of communication. The module is divided into 3 submodules. The first sub-module focuses on the digital marketing plan. In the second submodule, issues related to digital tools such as the web and social network are addressed.
In the third submodule we explain how to develop innovative content. Each module includes explanatory videos, supplementary materials such as web links and bibliographies, and finally assessment activities. These evaluation activities consist of a mandatory test. We also suggest some voluntary activities and would like to invite you to share them on the forum with other students. Welcome to the final module of this course, we hope you enjoy it!.
