ERASMUS+ "Work-based-learning in a digital age
promoting digital competences for better employability and innovation (DC4WORK)"

 

Basics for digital Competences Development in touristic SMEs

 

How and where can I store and systemize the data from my customers? What is the customer most likely willing to pay for my product? How do I promote my product in an efficient way? How can new technologies ease my everyday work? In this module you immerge in the world of data management and digital marketing. Customers produce and require information. You will get to know basic concepts of how to handle data and how to provide information to satisfy guests.

This module should be studied by everybody, who is interested in:

·         Website creation and search engine optimization

·         Database management and data processing

·         Online reputation and successful digital marketing

·         Influence and organizational impact of new technologies 

 

Training material

Website Creation and Search Engine Optimization

This free SEO tutorial guides you and your students through the basics of search engine optimization of websites.

Use GoogleAnalytics as an examplary tool  to analyse and manage your customer data. 

After having your customer data, you might wnat to introduce GoogleAds as a program that helps you creating and placing advertisment.

Get Search Engine Optimization (SEO) on your side to optimize your travel website, increase brand awareness, and improve customer engagement!

Database Management and Data Processing

As an introduction, you might want to show this explanatory video about the creation, structure and use of a database.

If you think about creating a project with your students to develop an own database, use this guideline to get ideas and further Information about how to create databases.

This is a comparison of different booking systems with free demo versions. It might give a base for a fruitful discussion about which system might be fitting best to the company's requirements

Online Reputation and successful digital Marketing

This link offers an online digital marketing course with 26 units which should enable the user to master the basics of digital marketing. 

As a discussion basis about the use of different online marketing tools, this site explains existing tools and includes links to various providers

If you want to show good and successful online marketing,  alpinmarketing might be a good example. It is an agency that offers marketing strategies especially for the sector of alpine tourism.

ALPINMARKETING 

Wir lieben Tirol. Hier beginnt der Lebensraum 4.0. Wer wenigstens einmal auf einem Gipfel gestanden hat, kennt vielleicht das erhabene Gefühl über Bergspitzen bis zum Horizont blicken zu können.

Wir haben diesen WEITBLICK ALS PRINZIP für unsere Arbeit verinnerlicht. Wir suchen und probieren gern neue Wege, während andere noch auf ausgetretenen Pfaden wandern. Als digitale Pioniere sind wir die Bergführer des neuen Jahrtausends.

  

 

Influence and organisational impact of new Technologies

A historical timeline with digitalisation steps (dig 1.0 to dig 4.0) shows that our digitalization is just the continuing consequence of the industrialisation.

This article of Deloitte offers a discussion basis about digitalisation in general. It provides the reader with a definition of the digital workplace as well as some knowledge about existing tools and a step by step tasklist (examples and ideas given e.g.).

Here you can find a powerpoint presentation about opportunities and challenges of digitalisation. It might be useful as an illustration of the topic and can be downloaded as a pdf file.

To get some hands on exercises try to build a BOT with your students or let them build one on their own.

 

Further reading and links

n.d.). A beginners Guide to SEO.
Retrieved 25 June 2019 from
https://moz.com/beginners-guide-to-seo 

(n.d.) Search Engine Optimization Starter Guide.
Retrieved 25 June 2019 from
https://support.google.com/

Hallam, S. (2018). The Importance of SEO in the Travel Industry.
Retrieved 25 June 2019 from
https://www.hallaminternet.com/

(2017). SMS Marketing Essentials.
Retrieved 25 June 2019 from
https://www.seohorizon.com/

(n.d.). Customer Relationship Management.
Retrieved 25 June 2019 from
https://www.infoentrepreneurs.org/

Hüfner, D. (2017). CRM Systeme: 20 Tools zur Kundenverwaltung im Check.
Retrieved 25 June 2019 from
https://t3n.de/news/crm-systeme-2-551886/ 

(n.d.). E-tourism frontiers.
Retrieved 25 June 2019 from
https://t3n.de/news/crm-systeme-2-551886/ 

 

 

Further reading and links

(n.d.). Database Marketing in the Tourism and Travel Industry.
Retrieved 25 June 2019 from
http://eprints.bournemouth.ac.uk/1

(n.d.). Database Management System Tutorial.
Retrieved 25 June 2019 from
https://www.tutorialspoint.com/dbms/ 

(n.d.). World Tourism Organization-Statistics.
Retrieved 25 June 2019 from
http://statistics.unwto.org/content/data-1 

(n.d.). What is Newsletter Marketing and why it’s important for e-commerce.
Retrieved 25 June 2019 from
https://www.bigcommerce.com/

 

 

Further reading and links

Alexander, L. (2019). What is digital Marketing?
Retrieved 25 June 2019 from
https://blog.hubspot.com/marketing/what-is-digital-marketing 

(n.d.). Tourism business Portal.
Retrieved 25 June 2019 from
https://ec.europa.eu/docsroom/documents/26983 

(2010). Pricing Strategy for Tourism Businesses.
Retrieved 25 June 2019 from
https://www.tourismindustryblog.co.nz/

Nagle,T., Müller,G. (2018). The Strategy and Tactics of Pricing.
Retrieved 25 June 2019 from
https://padlet-uploads.storage.googleapis.com/

 

Further reading and links

Lubetkin, M. (2016), Tourism and the Internet of Things.
Retrieved 25 June 2019 from
https://medium.com/

Gerten, E., Beckmann, M., Bellmann,L. (2018). Controlling working crowds: 
The impact ofdigitalization on worker autonomy andmonitoring across hierarchical levels.
Retrieved 25 June 2019 from
http://conference.iza.org/

(2017). Wenn der Koffer schlauer ist als man selbst.
Retrieved 25 June 2019 from
https://www.manager-magazin.de/

(n.d.). Besser leben durch Digitalisierung.
Retrieved 25 June 2019 from
https://www.bildung-forschung.digital/

(n.d.). Semantische Technologien: Wissensinfrastruktur für das intelligente Unternehmen.
Retrieved 25 June 2019 from
https://www.uni-ulm.de/fileadmin/

Test yourself! 

Use this self-test to find out what you remember from the training above.
Or you might need to go back and check again.