The development of web technologies has boosted the globalization of markets, becoming a source of innovation and competitiveness for companies. As a result, companies have increasingly made their brands and their communication with their audiences digital. Tourism and hospitality are no exception, being among the economic activities that have benefited most from digital developments, particularly in terms of web technologies. The importance of defining a digital strategy and managing social networks in this area is clearly demonstrated by the increased investment in digital and online media that large hotel chains and tourist destinations have made. Therefore, it is essential for professionals in the tourism, hotel and restaurant sectors to strengthen their knowledge of digital strategy, digital marketing and social networks in order to adopt an approach that allows them to add value to their customers.

n this sense, this postgraduate course presents an overview of existing Digital Strategies, namely Social Networks, as well as their integrated use in multiple channels.

This course will cover the fundamental concepts of Digital Marketing, namely the different strategies and channels that can be used, from Social Media Marketing, to eMail Marketing, Mobile Marketing, Search Engine Marketing, Video Marketing, and Analytics. In addition, this course will also cover fundamental concepts for the application of Digital Marketing strategies, such as e-Business and e-Commerce, Digital Branding, consumer experience and behavior, statistical analysis for market research, and the analysis of large amounts of data (Big Data Analytics).

This course includes carrying out a project to implement an innovative service and/or product in tourism and hospitality, or related areas, applying the Design Thinking methodology throughout the creative and development process.

The postgraduate course will be taught in a b-Learning regime, where approximately 50% of its total hours will take place in an e-Learning regime, in a synchronous digital environment.