Sneak Preview: Digital Marketing

The key to career growth and staying on top of your field is lifelong learning—and AIHM now offers 15 different keys to open the doors to higher levels of success. AIHM provides you with 15 different Executive Education short courses covering the most critical topics for the hospitality industry and fields beyond. Choose from diversity of courses to upskill, upgrade your knowledge and learn practical new tools and techniques you can put into action as soon as you complete a two-day course.

Are you a marketer, a professional whose job includes marketing activities or an individual looking to transition into marketing? Enjoy a sneak preview of the Digital Marketing course in the Q&A below with the instructor, Chris Meylan.

Discover AIHM’s ‘Digital Marketing’ Short Course

What can you expect during the Digital Marketing course? Learn more about the course as instructor Chris Meylan gives a behind-the-scenes look and shares his insights below.

What is digital marketing today?

The speed with which digital marketing strategies and effective tactics change and evolve can make your head spin. Which principles hold true over time? What high-performing tactics are already obsolete? In many ways, it’s a cat-and-mouse game. As the smart marketers find new ways to take advantage of digital technologies to lift their brand to the top, the tech companies start to change things up again. This Digital Marketing course will help you make sense of this fast-moving field. Learn what works today and how to leverage emerging technologies.

Digital marketing in 2023 is an ever-evolving landscape that demands a proactive and agile approach to successfully navigate the digital realm. It's about more than just having a presence online; it's about strategically leveraging a multitude of channels to reach and engage target audiences effectively. By embracing a multichannel approach, marketers can tap into the diverse platforms and avenues available to them, such as search engines, social media platforms, email marketing, mobile apps and influencer collaborations.

One of the driving forces behind digital marketing today is the emphasis on personalisation and customer experience. Marketers recognise the power of utilising customer data to create tailored experiences by delivering personalised recommendations and targeted advertisements that resonate with individual preferences and needs. By understanding and meeting customers' expectations, brands can foster stronger relationships, enhance customer engagement, and ultimately drive business growth.

Content marketing continues to reign as a vital pillar of digital marketing. In an era where consumers are bombarded with endless information, creating valuable and relevant content is key to capturing and retaining attention. Brands must consistently produce high-quality content in various formats—such as blog posts, videos, infographics, podcasts and more—that not only educate and inform but also entertain and engage their target audiences.

The rise of virtual reality (VR) and augmented reality (AR) technologies, including the anticipated launch of Apple's new headset, holds immense potential for revolutionising marketing by creating immersive experiences and transforming the way brands engage with consumers. The possibilities opened up by these technologies are particularly exciting for experiential industries such as hospitality. As for artificial intelligence (AI), it serves as a powerful tool that can enhance marketing efforts, enabling marketers to gain valuable insights, automate processes and make data-driven decisions. However, ethical considerations surrounding AI's use must be addressed, ensuring transparency and fairness in data practices. Ultimately, by embracing these technologies intelligently and responsibly, marketers can drive innovation, deepen connections with their audience, and achieve impactful results in today's dynamic digital landscape.

What is the course about?

The Digital Marketing course is a great opportunity for learners to gain a comprehensive understanding of marketing from a macro perspective. The course is designed to provide a strong foundation in the principles of marketing, rather than just focusing on the tactical details of using tools such as Google Analytics or Facebook ads.

We aim to equip learners with the skills and knowledge necessary to develop and implement a successful digital marketing strategy that meets their business objectives. This involves identifying their value proposition and buyer personas, understanding the buying journey and creating content that resonates with their target audience.

In today's multi-channel environment, customers use a variety of devices and channels to make purchasing decisions, which is why the focus of adept marketers has shifted to inbound marketing. This approach recognises the importance of creating content that your audience wants to read, rather than relying on traditional advertising methods.

By the end of the course, learners will have a strong understanding of how to create effective digital marketing strategies that align with their business objectives. They will have gained the skills necessary to identify and engage with their ideal customers and identify content that resonates with them.

Overall, the Digital Marketing course provides learners with a holistic understanding of marketing that can be applied across a variety of industries and business models.

Can you tell us more about the course structure?

Our Digital Marketing course is structured into six comprehensive modules that cover everything you need to know to excel in today's competitive landscape. From defining digital marketing to evaluating results, you'll gain the knowledge and expertise needed to take your skills to the next level. You'll discover how to create a value proposition statement, understand your target audience, develop a content strategy, and optimise your results based on data. Plus, you'll learn about the different types of media and how to distribute your content through various channels. By the end of the course, you'll be able to track and measure key metrics such as traffic, leads, and conversions, and identify areas for improvement and optimisation based on data.

Who will benefit most from the course?

Our Digital Marketing course is designed for individuals who are looking to gain a better understanding of digital marketing strategy and activities for today’s marketplace. This course can be particularly useful for individuals who have been struggling with their current marketing efforts, despite spending a lot of money on digital and traditional advertising.

We understand that digital marketing can be complex, and there are many different ways to approach it. Our course is not focused on the minutiae of creating a TikTok video or learning to do Facebook ads. Instead, we take a big-picture and holistic approach to digital marketing, emphasising how marketing can help grow your business by targeting the right audience on the right channels, which tend to be digital today.

Our course is perfect for individuals who want to look at the digital marketing effort from a big-picture, holistic view. We believe that by understanding the fundamentals of digital marketing, you will be better equipped to create and implement effective marketing strategies that will help you succeed.

In our course, we will teach you how to develop a comprehensive marketing plan that is tailored to your business needs, and we will provide you with the tools and resources you need to implement that plan successfully. Our goal is to help you gain the skills and knowledge you need to succeed in the ever-changing world of digital marketing. Whether you are just starting out or looking to take your digital marketing efforts to the next level, our course can help you achieve your goals.

What will surprise you in this course?

In this course, students will learn that even though I mentioned that marketing is dead in the promotional efforts of this course, it is not really dead. The foundations of marketing established since the birth of this business discipline are still very true today. Marketing is still about the needs and wants of customers, understanding their preferences, and knowing how the features and benefits of your product match your customers’ needs. It's about communicating that in a clear way. I firmly believe that having this foundation is essential for any successful marketing campaign, and this is what I constantly emphasise to my students.

In addition to the core principles of marketing, students can expect to learn about the changing landscape of marketing today. What has changed is the channels that today's consumers use. It's the type of content that they like to consume. It's the journey they go on to find more information about the product that might solve their problem. I always tell my students, "Customers don't care about your product; they only care about how your product will solve their problem. So it's important to match that with your marketing. Choose the right channel to communicate the right message, and have a holistic marketing plan that help you achieve your goals." We’ll look at ways to create this holistic marketing plan, with an emphasis on the digital channels and marketing methods that dominate today’s consumer landscape.

This course will also cover the latest trends and advancements in digital marketing. We will explore various digital marketing strategies and techniques to help students develop and implement effective marketing campaigns in the digital space. Students will learn how to leverage social media, search engine optimisation, email marketing, content marketing and other digital marketing tactics to achieve their marketing goals.

Overall, this course will provide students with a solid foundation in marketing, as well as the knowledge and skills to succeed in the ever-evolving digital marketing landscape.

Register Today

Join the next session of the Digital Marketing course. Register now.