This module addresses the core principles of digital marketing for the hospitality sector. You will be introduced to the core principles and purpose of digital marketing in the Hospitality and Tourism context. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 campaign by connecting effectively with your customers and targets.

The Content Marketing module will provide you with the knowledge and skills required to plan and execute a hospitality-related content marketing strategy which is customer persona-based and data-driven, informed by applied business objectives, aligned with the hospitality-based buyer’s journey and in accordance to your marketing strategy.

The Social Media module demonstrates the most critical digital marketing platforms, ways of identifying which one is the most suitable for the hospitality industry and highlights best practice in designing and setting up a social media experiences for your hospitality business.

You will be able to identify the benefits of social media marketing and differentiate between the most influential networks and their advantages. As a result, you will understand the techniques and best practices for growing and engaging a hospitality consumer and demonstrate how to create effective paid advertising campaigns on key social platforms that apply to the Hospitality industry.

The module introduces the importance of managing a company’s online reputation (ORM) with a special focus on the hospitality sector. Online reviews remain a key influencer in the booking space. Also  help you understand how a PR plan will keep your customers engaged on social media and improve reputation & how It can become a marketing asset for the hotel and contribute to the bottom line.

The most important factor in the Hospitality industry is your property to be found online. The SEO module will demonstrate, step-by-step, how to build an organic search marketing strategy that with the solid purpose to bringing targeted traffic to your website. Learn how to boost conversions, make your services stand out against your competition and ensure the best ROI possible.

The Paid Search module explores the fundamentals of paid search and its advantages, while showing you how to implement and manage successful, hospitality-based successful Pay-Per Click (PPC) campaigns by using Google Ads and Hotel Adds. Through this module you will become familiar with the key concepts such as bid auctions, managing paid advertising budgets, ways of optimizing these campaigns, and analyzing their performance for future best practice.

This module will introduce the fundamentals of display and video advertising, highlight its relevance to the hospitality industry and demonstrate how to set up and manage a YouTube channel. It will also cover the various different ad formats available within Google Display Network, but also best practice regarding setting up and managing campaigns.

This module will enable you to build an effective strategy by showcasing the importance of email marketing and exploring the concepts of segmentation, personalization, timing and engagement specifically for businesses in the hospitality industry. Moreover, you will be introduced to important regulative frameworks regarding SPAM, and data protection that underpin an effective email marketing strategy.

Website Optimization is a key component when it comes to conversions. In this module you will develop skills on how to build a well-designed, high-performing and optimized website and how UX & UI elements should be aligned to your hospitality business’ objectives in order to enhance direct bookings. You will be introduced to the fundamentals of an effective website design and integrated technologies that a hotel can use and ways to support its efforts to increase conversion rates. Also, to be able to determine the most suitable hosting option depending on your budget and business goals.

In this module you will be introduced to the basics of web analytics, the associated legal responsibilities as well as best practices for data collection, consent and privacy that enable a hospitality digital marketer to draw actionable conclusions from website or marketing channel data.