CDMP/H 

Certified Digital Marketing Professional in Hospitality (CDMP/H)

 

Programme Overview

 

Digital technologies have changed the way we work, live and communicate. We know this huge shift can pose challenges for your current role. We understand that acquiring new customers over the internet is important to the hospitality industry.

 

That’s why, and in partnership with the Digital Marketing Institute (DMI), we have designed a professional certification that can make a difference in the hospitality sector. Industry aligned, it can help you stand out from the crowd and highlight your capabilities. It can boost your credibility and your reputation.

 

Among the most important concepts, you’ll learn how to:

  • Optimize your website and social media channels to drive traffic and engage with a quality audience and enhance conversion rates.

  • Learn Search Engine Optimisation (SEO) and Marketing (SEM) which will result to increase your bookings via your own website (as opposed to generating revenue via OTAs and GDSs)

  • Drive growth with compelling content that motivates your audience and positions you higher in search results

  • Use hot tools and technologies like Google Tag Manager and Google AdWords, Facebook ad manager, retargeting tools, and more

  • To effectively apply an online sales audit and evaluate your digital readiness that will improve your positioning and branding in the market place.

  • To develop an online PR plan and how to stimulate demand and brand awareness through effective blogging 

 

Become a leader in the hospitality industry by becoming a Certified Digital Marketing Professional in Hospitality.

 

Modules

 

1. Introduction to Digital Marketing for the Hospitality sector 

This module addresses the core principles of digital marketing for the hospitality sector. You will be able to identify clear and SMART business objectives that will be the foundation for a sound digital marketing plan, learn how to approach online your audience and develop insight of the hospitality industry.

 

2. Content Marketing 

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.

 

3. Social Media Marketing for Hotels 

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.

 

4. Search Engine Optimization (SEO) 

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.   

 

5. Paid Search (PPC) using Google Ads for Hospitality properties 

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 analysing their performance for future best practice. 

 

6. Display & Video Advertising for Hospitality practices 

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. 

 

7. Email Marketing 

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.   

 

8. Website Optimizaton & integrated technology 

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.

 

9. Analytics with Google Analytics for Hospitality Performance  

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.   

 

10. Online Reputation Management

This module introduces the importance of monitoring and managing your online reputation. Recent research has shown that hospitality guests are spending reasonable time reading reviews online prior to booking a hotel room, or visiting a restaurant. This module will enable you to develop a solid strategy to managing, monitoring and defending your online reputation. It will also demonstrate ways of collecting customer reviews and responding to both positive and negative comments.

 

11. Online Channel Distribution 

This module unwraps the process of how to effectively negotiate throughout a online contract agreement for your business. By being able to understand where your revenue comes from, the actual costs will assist you in analyzing the key factors in creating successful contracts. 

 

Furthermore, you will learn how to identify the distribution channels that you may be able to utilize with the purpose of increasing your online revenue.  Which is OTA, GDS, Vertical Search Engine is best for your business? What are the costs involved? 

 

12. Blogging and Digital PR 

This module will enable you to understand why blogging is becoming a key part of your online marketing strategy. It discusses ways of how a successful blog could create user generated content, improve SEO, establish trust and create a different perspective through storytelling.

 

In addition, it highlights the importance of Digital PR which will allow you to improve your SEO, online reputation, and reach new customers.

 

13. Digital Marketing Strategy for Hospitality & Tourism Businesses  

This module demonstrates the key components of an effective, manageable and measurable digital marketing strategy for your hospitality business. You will also be introduced to different methods to develop a successful budget plan and measure the ROI for digital activities.

 

14. The General Data Protection Regulation (GDPR)

This module will demonstrate the 10 Steps required complying with the GDPR. It will also enable you to understand the key concepts of the regulation and how to apply them to your hospitality business.

 

This course is offered in collaboration with the Digital Marketing Instituteand in partnership with Nelios, and Cyprus International Institute of Management

 

For more information, please contact:

Dr. Antony Michail at michail.a@studysmart.gror +302114113235.

Dates: -

 

Duration: -

 

Location: StudySmart, Marousi

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