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Modules Index

This online learning materials helps you deepening the knowledge. It is structured in nine modules:

  • the first three provide an overview and general understanding about the communication on internet and E-Marketing
  • further six modules deal in more depths with the aspects of Social Media, websites, search engine optimization, online booking, online distribution, and analytic statistics amongst others
  • each module has additionally a variable number of tutorials that provide in-depth information and hands-on guidance on specific practical aspects

After reading each module, a self-assessment helps you to understand where you stand, define your objectives, decide on the tools and practical action to achieve them, and how to control achievements. A summary of your replies is stored, and across all nine modules it generates automatically your individual Online Marketing Strategy Plan.

1. From Scratch
This module will help you in developing basic skills related to internet strategy for your business, together with email etiquette and the importance of marketing strategy both online and offline.
6 Lessons
2. Internet - Planning my Success
"If you’re not on the Internet, you don’t exist" is one of the most popular mottos for business.

 An online presence has become vital in the tourism sector as customers often choose to book online and since they can explore destinations virtually. The module spices up the motto - "Uplift your website and your business will be more profitable".

Your site needs to be designed to meet your online objectives and should be developed with your target market in mind. It is possible to get closer to your successful business goals while improving your website. Therefore, several strategies are being introduced.
6 Lessons
3. E-Marketing Mix
In M1 and M2 you learned about the overall concepts that are to be considered when you plan your presence and presentation on Internet. But how is this done in reality?

The answer is defining your specific E-Marketing Mix: In this module we explain the main content, aspects to consider, and examples of what to do in each step.
11 Lessons
4. Social Media
Social media is effectively a platform for sharing and conversation, and is predominantly user driven, powered by services such as the Facebook, Twitter, TripAdvisor and many more. While the majority of users of social media use it to stay in touch with friends and family around the world, it is also an important platform for customers, employees, marketers and investors to communicate with each other. 

This is where the ever-growing industry of social media comes into the business industry. As a rapidly growing phenomena, social media’s relevance to the rural tourism sector is more prominent than ever.
5 Lessons
5. Website
Having a website is very important for those who want to establish a strong presence on the internet for a number of reasons.

First of all, it gives you more credibility. It gives users another way to learn about you, a place that you have a complete control over. Therefore, you put everything that you want your users to know about you on the website. Secondly, on the technological side, it increases your chances to rank higher on search engines.

This module contains the basics you need to know about building and maintaining your website.
5 Lessons
6. Search Engine Optimization
This module aims to answer the basic questions of what, why and how regarding SEO. 
● What is Search Engine Optimization?
● Why is important to your business?
● How it can affect your business and how to do it?
This module, along with the associated tutorials, does not aim to be a one-stop guide. The purpose here is to get familiar with SEO, understand the key concepts and use this content as a starting point that will enable you to better understand SEO and follow more guides/articles/tutorials you might find on the internet at a later stage.
6 Lessons
7. Online Booking
The next step for small businesses is online booking, which puts you a step ahead of your competitors.  In this module you‘ll find the advantages and challenges of the online booking systems and a review of the existing online booking platforms.

The information about pricing strategies will help you to find out which strategy is more suitable for rural tourism businesses.
3 Lessons
8. Online Distribution
This module covers online distribution and is divided into three main topics.

In the first part, online distribution will be briefly introduced. During the second part, we will present the most efficient ways to get started and work with the platforms as a tourism operator. The final part, will present tips related to the use of the platform, which we believe the users should be aware of.

  • Online distribution; what is it? 
  • The changing role of tourism distribution
  • Distribution channels
  • E-tourism introduction
  • E-tourism Tools
8 Lessons
9. Web Analysis and statistics
Measuring user behaviour on your website is a key part of measuring the success of your marketing efforts. If you own a website, how do you know which holiday destination attracts most visitors and what kind of information they were looking for?

Using analysed user data to uncover and understand intent of booking, identifying underperforming segments, and acting on behavioural insights that drive both marketing and business results enable you to grow your tourism business.

This module presents the usage of several web analytics services for tourism organisations in rural areas and the fundamentals of Conversion Rate Optimization, in order to help you improve your marketing strategies and increase profit.
5 Lessons