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TOUR7009 - E-Tourism & Digital Marketing

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Title:E-Tourism & Digital Marketing
Long Title:E-Tourism & Digital Marketing
Module Code:TOUR7009
 
Credits: 5
NFQ Level:Intermediate
Field of Study: Tourism
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Noel Murray
Module Author: Brigid Walsh
Module Description: This Module will introduce the student to the role of information and communications technologies (ICT) in modern tourism operations and familiarise them with the methods and management of the tourism product by electronic means
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Evaluate the role and functions of the internet and electronic distribution in tourism.
LO2 Discuss the key drivers and barriers to the managing tourism products online and issues of usability, effectiveness, efficiency and satisfaction in online communications
LO3 Assess and interpret Web Analytics & the measurement of online tourism communications
LO4 Argue how technology can augment and improve the tourism experience
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Introduction to E-Tourism
What is e-tourism, why is it relevant to today's tourist? The role of technology in the tourism purchasing decisions. Considerations of online distribution.
The Management & Metrics of E-Commerce
Classifications of e-commerce. The need for management of information. The Sales funnel and web marketing. Macro and Micro Metrics. Introduction to Analytics, Direct and Indirect web feedback. Search Engine Marketing (SEM) and Search Engine Optimisation (SEO)
Managing Tourism Inventory
Managing Distressed Inventory. Managing Intermediaries. Increasing complexity of channel management in tourism. Pros and Cons of Single Image inventory Systems.
Social Media and Online Reputation
The importance of online communications, strategies for communicating through social channels, the management and measurement of online communications and reputation. Crisis management
Technology Augmented Tourism Experiences
The role of mobile devices in tourism experiences. Augmented Reality for enhanced tourism experiences. The role of Self-Service Technologies in tourism. The challenges of Big Data management in tourism. Wearables and the Internet of Things in tourism
E-Tourism Applications
Industry Cases: E-destinations, e-airlines, e-hotels, e-tour operators, e-DMO and the use of technology in tourism experiences
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Multiple Choice Questions E-Tourism fundamentals 1,2 10.0 Week 5
Project Practical Analytics & Communication Strategy Project 2,3 40.0 Week 10
Short Answer Questions E-Tourism principles & practice 1,2,3,4 50.0 Sem End
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture E-Tourism & Distribution 3.0 Every Week 3.00
Lab Lab Seminars 2.0 Every Second Week 1.00
Independent & Directed Learning (Non-contact) Reading & Independent Learning 3.0 Every Week 3.00
Total Hours 8.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture E-Tourism & Distribution 3.0 Every Week 3.00
Lab Lab Seminars 2.0 Every Second Week 1.00
Independent & Directed Learning (Non-contact) Reading & Independent Learning 3.0 Every Week 3.00
Total Hours 8.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • edited by Roman Egger, Dimitrios Buhalis 2008, eTourism case studies, 1st Ed., Elsevier [ISBN: 9780750686679]
  • Efraim Turban... [et al.] 2008, Electronic commerce, Prentice Hall Harlow [ISBN: 0132243318]
Supplementary Book Resources
  • Lon Safko, 2012, The Social Media Bible, 3rd Ed. [ISBN: 978-111826974]
  • Tussyadiah, l., Inversini, A. 2015, Information and Communication Technologies in Tourism 2015: Proceedings of the International Conference in Lugano, Switzerland, Springer Londond [ISBN: 9783319143439]
  • Chaffey, D. 2011, E-Business and E-Commerce Management: Strategy, Implementation and Practice, 5th Edition Ed., Pearson Education Essex, England [ISBN: 9780273752066]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 5 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 5 Elective

Cork Institute of Technology
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Email: help@cit.edu.ie