eSilver Tour Learning Course

The eSilver Tour project presents an innovative blended learning course in digital marketing for silver tourism and active ageing.

The course is organized in 7 or 8 modules, depending on what type of learning mode the user chooses. Each module contains several learning units followed by knowledge assessment tests, various practical assignments, and interaction with other learners or tutors.

	MODE A MODE A	Target users: training service providers Designed for face-to-face training contains 7 modules, exercises and good practices, support materials for trainers, and a workbook. Target users: training service providers Designed for face-to-face training contains 7 modules, exercises and good practices, support materials for trainers, and a workbook.	eSilver Tour Leaning Course eSilver Tour Leaning Course
	MODE B MODE B	Target users: Senior people organizations staff, Tourism professionals, entrepreneurs Designed for self-study, contains 8 modules, with exercises by module, good practices, and a creative lab. Target users: Senior people organizations staff, Tourism professionals, entrepreneurs Designed for self-study, contains 8 modules, with exercises by module, good practices, and a creative lab.

MODE A

Target users: training service providers

Designed for face-to-face training contains 7 modules, exercises and good practices, support materials for trainers, and a workbook.

MODE B

Target users: Senior people organizations staff, Tourism professionals, entrepreneurs

Designed for self-study, contains 8 modules, with exercises by module, good practices, and a creative lab.

eSilver Tour
Leaning Course

Find out more about eSilver Tour e-learning platform and join it for free here: E-LEARNING.

More information about learning options and all the study and supporting material can be found here: EXPLOITATION PACKAGE.

Explore the learning content and what’s inside of each module:

Module 1: Digital Marketing and its Potential for Silver Tourism

Digital Marketing is strongly connected with IT skills, marketing skills and the new era of communication without the distance barrier. The module consists of four units that focus on different aspects of digital marketing potential for silver tourism. The aim of this module is to introduce training, to engage learners and to demonstrate the benefits of adopting the newest technologies and approaches for their business.

Module 2: Silver Tourism and Seasonality Effect

Seasonality in tourism has been defined as temporal imbalance in certain months of the year on numbers of visitors, expenditure of visitors, traffic on highways and other forms of transportation, employment, and admissions to attractions. This module will focus on seasonality and how its impact could be optimized by taking advantage of the specificities of silver tourism.

Module 3: Silver Tourism and the competencies for Active Ageing

Silver tourism can play an important role in active ageing. Basic terminology and information on demographic, active and healthy ageing are presented in this module. The aim is to provide the appropriate clarification to understand silver tourists’ needs.

Module 4: Stereotypes about silver tourism and ageing

Age stereotypes are beliefs concerning features of the aged population. In this module, we will focus on ageing stereotypes as well as how a marketing campaign must avoid promoting those. In the first unit, a theoretical framework about ageing stereotypes is going to be presented. The second unit is practical and aims to focus on how to exploit ageing stereotypes in a marketing campaign.

Module 5: Digital Marketing and Silver Tourism

In this module, the focus is put on digital marketing for the older population. In the first unit, some facts about silver tourism and the senior population will be explained. In the second unit, there will be given attention to understanding how digital marketing can be reachable to silver tourism. Finally, the third unit will present the methods by which this audience can be found, reached, and targeted.

Module 6: Marketing Strategies in Social Media

This module presents how useful social media platforms can be to companies. The first unit of the module will present an overall overview of the social media platforms that might be useful for companies to be on. The second unit is dedicated to explaining how companies should be present on social media platforms. The last unit will introduce the concept of social media influencers, and how companies can use this resource as a good and effective tool to advertise their products.

Module 7: Digital Marketing Management in Tourism

In this module the learner will find out what is digital marketing and its relationship with tourism management; learn how to define the targets of our campaigns and how to build lasting relationships with them; know how to use digital results analysis and how to run periodic campaign evaluation reports; define, create, and develop marketing strategies.

Module 8: Creative Lab

After completing the study of the modules' contents, learners will be ready to use the tool provided by the course (creative lab) and to proceed with the creation of a digital marketing plan. Whenever a learner has questions, he or she can return to previous modules for answers. With this tool, the learner will learn how to begin to design a composite tourism product, to implement the marketing plan for these products, using your individual work and the tools provided by the project.