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Free online course: Social Media in Tourism

Available until 1. April

At a glance

    Social Media expertise focusing on the travel industry
    Students, Start-up Entrepreneurs, Newcomers, Travel professionals, online marketing managers, tourism experts
    No preliminary knowledge needed.
    8 modules, 3 - 5 hours each
    Available until 1 April 2016
    Participation is free of charge.
    Official certificate: 89 EUR (students 49 EUR) plus VAT

Don’t just be a follower – Be an expert!

With its multi-session, free Massive Open Online Course (MOOC) on social media in tourism ITB Academy – together with Tourismuszukunft, the Institute for eTourism will be providing tourism professionals with the latest information and updating their social media knowledge.

Participants learn fundamental information about the Internet and social media and receive an overview of the different platforms and important tips about proper social media conduct. Storytelling, social commerce and potential legal obstacles will also be addressed. The modules are in English and contain interesting lecture videos, informative study documents and inspiring best practice examples.

Your benefits

  • Improve your online marketing skills: Free, up to date knowledge on social media with a focus on the travel industry
  • Study wherever and whenever you have the time: The course can be taken via mobile devices and at any time of the day (until 1 April 2016)
  • Be ahead of your colleagues: Regular updates and inspiring Best Practice Examples on Social Media in tourism industry
  • Get ROI: Learn how to use Social Media efficiently and target-oriented to get your company more attention
  • Bring your professional qualification to the next level: Obtain an official ITB Berlin ELearning certificate (89 EUR, students 49 EUR + VAT)

Online Course Content: Social Media in Tourism

The educational objectives consist of different components of the most relevant social media issues. People who complete the course should be able to understand developments in social media as well as determine how to make the best of them. The modules contain all the information required in order to be able to handle social media capably and professionally.

The course can be taken in the space of time from the 1 October 2015 – 1 April 2016. There are 8 modules, participants should plan to spend three to five hours of study time per module – the length of each individual module varies. Throughout the duration of the MOOC, participants can successfully complete each module at their own pace.

Participants don’t require any preliminary knowledge, since the modules build upon one another sequentially. Beginners can develop their knowledge from the ground up, whereas advanced learners can refresh their skills and update their knowledge with the latest developments from the world of social media.

In order to receive certification, participants are required to pass progress tests after each module as well as a final examination.


Jessica Varga, Product Manager ITB Berlin


Jessica Varga
ITB MOOC Social Media in Tourism Certificate

Official Certificate for Online Course: Social Media in Tourism

Registration for the course is free; a fee of 89 EUR (students 49 EUR) plus VAT is required for certification.

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Online Course: Content Summary per Module

  • 1.1: Online – Social – Mobile
  • 1.2: The Customer Journey
  • 1.3: Choosing the right channels
  • 1.4: Web Presence

This module provides an insight into the historical development of the internet referring to the change from a rather static presentation of enterprises into the nowadays very interactive web presence of such. It becomes clear to what extent the traveler of today makes use of social media channels for his/her personal travel experience – the so called Customer Journey. Moreover the importance of a preceding target group analysis will be highlighted.

  • 2.1: Introduction
  • 2.2: Platform Overview
  • 2.3: Social Media Marketing
  • 2.4: Social Media Activities
  • 2.5: Conclusion

The definition of Social Media and the numerous available platforms will be elaborated in this module, as well as the best way to choose the most suitable channel. In addition the Social Media strategy process and Social Media activities are presented. Examples for these activities are: Social Media Monitoring, Social Media Optimization, Social Media Participation, Social Media Creation, and Social Media Ads. Best Practice examples will form a more comprehensive and detailed elaboration in the upcoming modules.

  • 3.1: Blogging
  • 3.2: Microblogs
  • 3.3: Wikis
  • 3.4: Forums
  • 3.5: Consumer Communities
  • 3.6: Video Sharing & Live Streaming
  • 3.7: Photo Sharing
  • 3.8: LBS & Social Gaming

The basic information about Social Media that have been elaborated in the previous module will be illustrated in real life examples. Knowledge communities to share information such as blogs, Wiki’s, forums and communities became essential in the world of Social Media. However not only the different communities such as Twitter will be presented in this module, but also the best way to utilize and connect them with each other to derive a benefit from them. Moreover consumer communities such as airbnb and Couchsurfing, as well as possibilities of content sharing and entertainment, e.g. social gaming, Pinterest and video sharing are additional opportunities to create a conglomerate social media community.

  • 4.1: Global Social Networks
  • 4.2: Facebook Introduction
  • 4.3: Facebook Pages & Postings
  • 4.4: Facebook Insights
  • 4.5: Google+, LinkedIn, Qzone
  • 4.6: Communication & Special Interest

In this module the biggest representatives of the global Social Networks are presented. User numbers of the different networks in different countries are examined in detail, as the usage differs from country to country. What is more is that participants of the ITB MOOC receive an insight into the world’s largest Social Network – Facebook – and receive tips and tricks how to make the best use of this platform. Also Google+, LinkedIn and QZone are worth mentioning in this context, as well as additional messenger services, such as Whatsapp, Facebook Messenger and more.

  • 5.1: Content Marketing
  • 5.2: Stories
  • 5.3: Formats
  • 5.4: Examples

Storytelling as one of the most important and most authentic product presentations will be examined in this module. These stories, where people get the chance to escape everyday life via Social Media, emotionally intertwined with the lifeblood of anticipation. Moreover the participants learn which story should be told in which way and also what formats are the most suitable ones for the digital storytelling in Social Media.

  • 6.1: Definition
  • 6.2: Types and examples
  • 6.3: Advertising
  • 6.4: Best Practice

Social Commerce – where Social Media and e-Commerce meet. Social Commerce can upgrade the online shopping experience through the use of Social Media, which is an indispensable current change. The numerous ways of the so-called “Social Shopping Portals”, as e.g. Microshops in Social Networks, Social Graph technologies, Group Buying, Co-Browsing, Group Gifting, are diverse and enable the customer to get involved in an easy and interactive digital shopping experience. What is more is that these platforms can be used for the advertising of products as well. The participants of this module receive a deeper insight into this undertaking in form of Best Practice examples from well-known companies.

  • 7.1: Introduction
  • 7.2: Platform Overview
  • 7.3: Reacting appropriately
  • 7.4: Generating Reviews
  • 7.5: Recommended actions

This module deals with review platforms which nowadays are just as important as personal recommendations and mouth-to-mouth propaganda. The participants learn how to deal with negative reviews or even the so-called “shitstorms” and understand which factors play an important role and have to be taken into consideration when dealing with review platforms. Recommendations are formulated to receive a guiding directions how online reviews and review platforms can made use of in an effective way.

  • 8.1: Introduction
  • 8.2: Marketing Constraints
  • 8.3: Liability for Content
  • 8.4: Data Protection
  • 8.5: Guidelines

Whoever makes use of Social Media in any way has to be aware of the legal regulations regarding the Social Media Law. This module focuses on this very important aspect and provides detailed information about e.g. international and national laws, Terms & Conditions, Trademarks, privacy policies, but also how to deal with fans and likes on e.g. Facebook.

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