Certificate in Digital Marketing
$550
A course will be available for 365 days upon enrollment
Leads to certification
Certificate

Certificate in Digital Marketing

Hospitality Sales & Marketing Association International have developed a full training program for hotels & accommodation businesses to learn more about commercial, digital marketing & distribution functions. 100% Online courses and some optional face-to-face workshops.  You need to complete 10 of the courses to be eligible for the Certificate in Digital Marketing (Hospitality).  There are 4 core courses you need to complete and then you can select 6 more from the list provided.  

Curriculum content

  •
    This course provides an overview of the main components of Hotel Digital Marketing. You will learn the industry terms, what each component does and how each could be used to promote your property. The course also explores the move from a traditional marketing role into a digital role. You will learn Evolution of Marketing – How did we get here? How has this changed hotel marketing? Is traditional marketing dead? Understanding the components of Digital Marketing Paid Media Owned Media Earned Media Digital Marketing funnel

    • Lesson Digital Marketing for Accommodation Providers

    • Lesson Course Completion Survey

  • The primary goals of email marketing today include moving the guest along their digital journey from awareness through the booking process and after the stay by encouraging brand advocacy. Email marketing serves many functions, and it is critical to identify the right time to send the right message to your guests. This means creating and segmenting customer lists, crafting compelling messaging and making offers based on what is appealing to that customer at that time. You will learn the following: Best practice for email marketing, types, when to use each type and how to improve your results What is a CRM, and how does it fit into the technology platform Marketing and Loyalty programs Targeting the customer during the whole customer journey

  • Search engine optimisation (SEO) means having your site appear higher in the search engine results pages.  Accomplishing this goal is highly competitive in the hospitality/ travel industry due to individual hotel sites, brand sites, destination sites, review sites, and OTAs competing for the top lines. This course identifies the best practices for hospitality within the world of SEO.  You will learn What is SEO Creating an SEO Strategy Key factors for both onsite and offsite optimisation The importance of local search White-hat versus black-hat tactics Structured data Setting up in search engines

  • This course will introduce the learner to content and rich media topics. Content matters. It represents one of your hotel’s key “salespeople,” available to guests whenever and wherever they are along their purchase path. Whether your guests are dreaming, planning, booking, experiencing, or sharing, content performs a vital role in the process: It inspires guests when they’re dreaming  It answers questions when they’re planning It provides assurance when they’re booking It offers guidance while they’re experiencing your destination And it inspires, reminds, and delights them and others when sharing their experience with friends, family, and colleagues. You will learn A guide to developing your hotel Content Strategy Knowledge of best practices for hotel contentType of content to use in different situations Learn about Rich Media Learn about storytelling and how to create your own stories The course focuses on the hospitality industry, and with a lot of reading and visuals, it uses multiple YouTube videos as examples of hotel content.  If you don’t have access to YouTube, you may not get all the benefits we would like you to from this course. However, you will get a lot of best practices and guides to help you develop your content strategy specifically for hotels and resorts.  Hoteliers have developed the best practice for hoteliers.