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 * This part of the lecturing is managed by IMI University Centre (** [|**www.imi-luzern.com**] **) who is jointly running this 2 weeks summercourse with Grenoble Graduate School of Business in Alpe d'Huez**

Intro

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 * A0**
 * PROMOTE A** **WEBSITE THROUGH METATAGS; SEARCH ENGINE OPTIMIZATION, LINKING**

SEO and the hidden world of a website – the technical backbone of a website, beyond design techniques but into customers perception, market watch, the world wide and the local internet.

Keywords and tagging – the importance of tags in today’s internet, the ability to read trends and customers behavior to succeed with your website. Users themselves create value through tagging.

Rules and regulations, do’s and don’ts for SEO in a borderless internet – some of the creative ideas which seem to make sense but are

no go’s

Classproject 1/2: 1. Check YOUR website in Alexa 2. Find competitors who are on the same keywords 3. Create a list of possible keywords and possible parters 4. Check on the competitors links and see if your page is already there

Classproject 2/2 1. Scan your project site with SEOMOZ 2. Sign up and run different tests and analyse your results (start with rank checker) 3. Use the keywords you have defined earlier 4. Check the markets you have defined earlier 5. Run LinkScape and compare to main competitors 6. Run TermTarget and see if their homepage is well targetting the main keywords 7. Check if some of the subpages target different keywords

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It’s a google world, google sets new standards of global branding and imagine. Today one of the most powerful companies in opinion building
 * B0**
 * gobal marketing positioning in google, usage of google adwords and analytics, pay per click marketing**

Google ranking the new world standard for business success in cyberspace or what is the problem of all Britney Spears being the most important woman in the internet? Google invents pay per click and reinvents advertisment. Looking at the details on how google adwords works.

Classwork 1/1 1. Create different Google adwords main campaigns in detail 2. Check up what are the differences of PPC ads for facebook and any other SE (for example MS Bing)

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 * C0**
 * Web2.0 an overview on Web 2.0 in tourism**

Classwork 1/1 Check about what web2.0 links you find 1. On your projects main webpages 2. On your competitors main webpages

http://www.cbc.ca/arts/media/story/2009/12/17/alvarez-youtube-hollywood-movie.html

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Or how to develop business in the hospitality Industry through web2.0
 * C1**
 * Web2.0 Marketing**

Classwork 1/1 1. Check for your project their presence in 2. Facebook 3. YouTube and other (use Truveo) 4. Slideshare 5. Search for entries in Forums with http://boardreader.com 6. Discuss and locate your most important sharing pages (vdo, slides, social networking) and research if „your“ project is already included (or competitors)

Sample: Blog http://www.orble.com/choose-hotel-management-school-in-switzerland/

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If you want to create a successful player in tourism/ hospitality must know tomorrows markets and its players
 * D1**
 * Netgen Tourist**

Classwork 1 /1 1. What drives you? 2. What are you good in? 3. How are you different in the usage of technology than other Generations? 4. Are you a different tourist than your parents?

Classwork 2/2 Research the tomorrows tourist 1. Different needs 2. Different objectives 3. Different priorities 4. Different approach to marketing 5. Chances and Dangers (use as well pdf paper on tomorrows tourist, as well as use the following slides which may give you some more ideas on what is needed to satify the tomorrows travellers – they all come from different sources and look at society from different ankles )

Crowdsourcing opens up totally new business models NOT only for knowledge or t-shirts but as well for the travel and hospitality industries.
 * E0**
 * Crowdsourcing for Tourism Industry - globalization – from outsourcing to crowdsourcing**

Classwork 1/1 - Time for the crowd (you) to get active again 1. Research on more crowdsourcing samples in the field of tourism and hospitality 2. See on how you could adjust them to your projects 3. Develop eventual totally new ideas of how the crowd could be engaded to promote or enhance your project

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Become the augmented tourist of the tomorrow (many presentation to students of augmented realities)
 * F0**
 * 3D and Simulations to enhance tourism experience**

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Reflections for tourism developers
 * G0**
 * Longtail Business Models in Tourism**

1. Classwork 1/1 2. Come up with 2 or more LT strategies for your specific projects, make sure they enhance the existing main ideas and reach a additional niche market 3. Design and come up with Landing pages (concept, SEO, design and promotion) for those pages

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The Xings, Nings, Plaxos and Facebooks of today’s www. You know somebody who knows somebody who has travelled to somewhere
 * I0**
 * Networking is king**

Classwork 1/1 Sign up and start your own social network and come up with ideas and strategies on how to fill it and make it successful

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 * K0**
 * Creativity Makes the difference**

...and is enhancing travel and hospitality
 * L0**
 * QR Codes bridges the off and on worlds**

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 * M0**
 * Off = On**


 * N0**
 * Tribes**

Classwork 1/1 Create different tribe ideas for your projects and suggest ways on how to promote them

more on tribes - watch this prezi http://prezi.com/fc4vtxpvpi6w/view/#161

Mobile Strategies (eventual research done by students on the potential of mobile business strategies for their projects)
 * O0**