- Professeur-e: Tschopp Alexis
Module objective
The Communication Tools module develops an integrated communication strategy for a tourism company through expert analysis of its traditional and digital media, considering all channels and target audiences.
Approach
Students use tools for creating and editing multimedia content. Insights from both traditional and social media inform an optimised media plan. The plan’s quality and progress are evaluated using performance metrics across the organisation’s communication channels.
Semester assignment
Develop a communication concept—including strategy, measures, and multimedia execution (e.g., video)—in collaboration with two advertising agencies.
Module structure (three blocks)
- Professeur-e: Bornet Vincent
- Professeur-e: Glatzl Esther
- Professeur-e: Zenhäusern Andreas
- Professeur-e: Zumstein Monica
- Professeur-e: Todeschini Beverley
- Professeur-e: Bertherat Stéphanie
- Professeur-e: Carlson Blatti Kirstin
- Professeur-e: Carron Andrea
- Professeur-e: Martinez Anja
- Professeur-e: Ribeiro Glene
- Professeur-e: Schnyder Fabienne
- Professeur-e: Todeschini Beverley
- Professeur-e: Allemand Anouk
- Professeur-e: Broccard Manu
- Professeur-e: Carron Nicole
- Professeur-e: Zenhäusern Andreas
- Professeur-e: Zumstein Monica
- Professeur-e: BLUMENTHAL Roger
- Professeur-e: Imboden Alain
- Professeur-e: Rivier Constance
Module description :
This module offers a comprehensive understanding of how artificial
intelligence (AI), particularly Large Language Models (LLMs) and generative AI
tools, is transforming the tourism industry. It explores AI’s role in creating
personalized, sustainable, and memorable experiences.
Using tools like ChatGPT, Gemini, and generative AI for text, image, music
and video creation, students will develop innovative solutions. Key topics
include AI-driven customer experiences, personalized recommendations,
content marketing, gamification, AI-powered event planning, and ethical
and sustainability considerations.
Through group projects, students will apply their knowledge to real-world
challenges and present their solutions at the end of the semester.
Objective :
This module prepares students to utilize AI technologies to enhance
tourism services, focusing on marketing, decision-making, and customer
experience while ensuring ethical and sustainable AI implementation.
- Professeur-e: Zenhäusern Andreas