Overview
The hospitality industry faces several challenges, from stiff competition, brand proliferation, high labour turnover, high costs of acquisition of customers to shrinking loyalty of customers and immense power of Intermediaries, specifically Online Travel Agencies (OTA).
With this in mind, the hospitality industry should focus its marketing efforts on supporting its own channels, which in this case, direct booking via brand.com. Digital marketing is the key to improving visibility on the internet, interactions with new and existing customers, and directing customers to brand.com.
This 2-day workshop designed for staff at managerial and supervisory level will enable participants to use digital marketing in a profitable way, acquire new customers and support direct booking initiatives.
What You’ll Learn
| Topics |
Objectives |
| Digital Marketing 101, what is it and how does it work? |
Anticipating digital marketing to support distribution and revenue management |
| Digital Marketing, from paid media via earned media to owned media |
Understand the principles of Digital Communication and how to apply to practice |
| The use of Digital Marketing along the Customer Journey, pitfalls and opportunities |
To understand the importance and relevance of the customer journey |
| Digital Marketing and Analytics, with a focus on establishing the right metrics to defend strategies and support direct booking initiatives |
Understand the importance of metrics and accountability |
Who Should Attend
- Hospitality industry professionals with interest/in need of further knowledge enhancement / qualification.
- Hospitality staff at managerial and supervisory level
SITizens Learning Credits (SLC) - Eligible Course
SIT Alumni: Before registering for courses, please activate your
SITizens Learning Credits via the email sent by SIT Alumni Team, on behalf of SITLEARN Professional Development.
CLICK HERE TO APPLY (only for SIT Alumni)
Certificate and Assessment
A Certificate of Participation will be issued to participants who:
- Attend at least 75% of the workshop
- Undertake non-credit assessment (during course).
Schedule
Day 1 Topics
|
Digital Marketing 101, what is it and how does it work?
a. The Basics, Digital vs Traditional Marketing
b. Requirements, Skillsets, Resources, new media environments
c. New ways of Communication and Control
|
Digital Marketing, Branding and Brand.com
a. The Role of Digital Marketing in Branding
b. Digital Marketing Supporting Distribution
c. Building and Maintaining Brand.com |
Day 2 Topics
|
Digital Marketing, paid media, earned media and owned media
a. The Different Tools of Digital Marketing
b. Content Marketing
c. Email Marketing
d. SEO and SEM Marketing
|
Digital Marketing and the Customer Journey; Analytics
a. From pre-sales and inspiration to stay experience to After-sales
b. Pitfalls and Opportunities
c. Legal considerations, GDPR
d. Digital Marketing Analytics
|
Fees
| Category |
Full Fee |
After SF Funding |
After SF Mid-Career
Enhanced Subsidy |
| Singapore Citizen (Below 40) / Singapore PR |
$1,712.00 |
$513.60 |
Not Eligible |
| Singapore Citizen (40 & above) |
$1,712.00 |
$513.60 |
$193.60 |
| Non-Singaporeans |
$1,712.00 |
Not Eligible |
Not Eligible |
Note:
- All figures include GST. GST applies to individuals and Singapore-registered companies.
- You can opt for either SF Series Funding or Mid-Career Enhanced Subsidy. Both cannot be combined.
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Learn more about funding types available
Terms & Conditions:
SkillsFuture Funding
In order to be eligible for the 70% training grant awarded by SkillsFuture, applicants (and/or their sponsoring organisations where applicable) must:
- Be a Singaporean Citizen or Singapore Permanent Resident
- Not receive any other funding from government sources in respect of the actual grant disbursed for the programme
SkillsFuture Mid-Career Enhanced Subsidy
To be eligible for the 90% enhanced subsidy awarded, applicants (and/or their sponsoring organisations where applicable) must:
- Be a Singaporean Citizen
- Be at least 40 years old
- Not receive any other funding from government sources in respect of the actual grant disbursed for the programme
SIT reserves the right to collect the balance of the programme fees (i.e. the potential grant amount) directly from the applicants (and/or their sponsoring organisations where applicable) should the above requirements not be fulfilled.
SIT reserves the right to make changes to published course information, including dates, times, venues, fees and instructors without prior notice.
