Digital Marketing Course - UniCA Presentation PDF

Introduction to the Digital Marketing Course Bienvenue en classe!  Welcome to Digital Marketing Welcome to the Digital Marketing course! This course will be taught in English and French. If you don't understand something, ask for clarification or try the other...

Introduction to the Digital Marketing Course Bienvenue en classe!  Welcome to Digital Marketing Welcome to the Digital Marketing course! This course will be taught in English and French. If you don't understand something, ask for clarification or try the other language. Ask questions! Course Structure Grades: Weekly tasks, Class Participation, Final project. Choose a focus: Hotel/Restaurant/Place Apply tasks to your chosen focus throughout the course. Building a marketing plan for your chosen business!  My background Owner for 21 years of a 5* luxury hotel 45 bed hotel in Mougins, Le Mas Candille. Digital Marketing lead for its rooms, two restaurants (1* Michelin & a poolside casual), Spa. Social content creator, community manager, website development, digital conversion lead. Responsible for improving customer experience and increased efficiencies in processing bookings and the customer journey via CRM integration. Owner of a fitness club, a pub & hotel & a digital marketing company in the UK. Running lead-gen and awareness campaigns, websites, social and all digital assets.  Course Objectives Understand the fundamentals of digital marketing. Learn to create and execute digital marketing strategies. Gain hands-on experience with real-world projects. Work SMARTly: Specific, Measurable, Achievable, Relevant & Timely.  Know Your Brand Logo files, domain. Objectives. Mission statement. Social handles. Style sheet (for colours/fonts). Price points. Communication plans. Audience (ideal client/Personas). Website Essentials Landing pages & back office. SEO and audits. Calls to Action (CTAs) and tracking. Importance of a user-friendly website. Responsive for mobile. Webmasters. Long-form content/Blogs  Social Media Marketing Why? Why not? Identifying where your audience is. Organic, paid, influencers? Community management. Content creation. Costs.  Email Marketing Owning your list. Cleaning your database. Segmentation. CRM. Creating effective email campaigns. When? Why? Who? What? Housekeeping essentials GDPR Spam, bounces & more Paid Marketing Google Ads. Meta Ads, social ads and boosts. Working with influencers. Banner ads. Measuring ROI. Journalists. The hidden costs.  Analytics and Measurement Importance of data analysis. Using tools like Google Analytics. Identifying and tracking KPIs.  Content Marketing Creating valuable, relevant content. Engaging your target audience. Content as the backbone of digital marketing. Long-form. Short-form. Strategic. Funnels. Search Engine Optimisation (SEO) Basics of on-page and off-page SEO. Optimising websites and content. Improving search engine rankings. One-off job or constant workload?  Pay-Per-Click Advertising (PPC) Concept of paid advertising. Creating effective ad campaigns. Managing budgets for PPC. In-house or Agency? Pros/Cons.  Practical Application Hands-on projects and real-world applications. Creating simple digital marketing campaigns. Optimising websites. Creating social media content. You will apply each lesson to your chosen focus on a tourism field in the Cote d’Azur. Focus will be on a hotel/restaurant/place. Current Trends and Future Outlook AI Discuss the latest trends in digital marketing. Potential future developments. Importance of continuous learning.  Mock Campaigns Create simulated marketing campaigns. Applying theoretical concepts to practical scenarios. Learn from real-world examples. Evaluate campaigns that you feel have hit the mark or missed it completely.  Real-World Client Projects Partnering with local businesses. Working on actual marketing challenges. Gaining practical experience. Guest speaker  Technical Skill Development Proficiency with industry-standard tools. Graphic Design. Developing and executing campaigns. Using platforms like Google Analytics Social media management tools. CRM.  Data Analysis and Decision-Making Analysing consumer behaviour data. Making data-driven marketing decisions. Measuring and optimising campaign performance. A/B testing.  Internships and Apprenticeships Facilitating internship opportunities. Gaining real-world experience. Building a professional portfolio.  Portfolio Development Project-based assessments. Creating a personal brand. Showcasing your skills and accomplishments. Practical skill set.  Interactive Simulations, Case Studies & Discussions Visiting and assessing real-life campaigns. Evaluating effectiveness from a customer-centric viewpoint. Learning from successful and unsuccessful campaigns. Generating feedback from debate. It’s always interesting to critique the competition! Be constructive and willing to learn!  Let’s get started: Choose your Focus! Choose Your FOCUS!