General description
This course deals with the communication process with the audience of tourism organizations, and reviews the elements of integrated marketing communications used in promoting tourism services (advertising, advertising, personal selling, sales promotion, public relations, direct marketing). It also focuses on the factors influencing decisions related to the promotion plan and integrated marketing communications, especially in light of the great development in the field of communication technology.
Learning outcomes: At the end of this course, the student will be able to:
- Illustrate the communication process, its elements, and models used in.
- Define the elements of the promotional communication mix and distinguish the differences in their uses.
- Analyze the impact of environmental factors (internal and external) of tourism organizations on tourism promotion decisions.
- Analyze and evaluate the marketing communications plan for tourism organizations.
- Explain how to benefit from technical developments in the field of communication (the spread of the Internet and social media) in order to serve tourism promotion.