Further information
Print this pageWelcome E-business - Full course details
This one-day course is designed especially for smaller businesses and will help you make your marketing more effective.
Including a mix of inspirational presentation, stimulating group activity and practical tips, this one-day course will help get you up to speed with key marketing principles as well as the latest opportunities created by the Internet.
Welcome E-Business / Smarter Marketing covers:
- Introduction
- Why smarter marketing matters
- The purchase decision
- Why do people decide to buy?
- Key factors and influences
- Challenges facing today’s tourism industry
- Fragmented media
- Rising customer expectations
- Changing demographics
- Trends to take seriously
- Your marketing plan
- What to include in a marketing plan
- Introduction to building a database
- Media selection
- Effective communication
- Campaign planning
- Campaign evaluation
- Research and analysis
- Desk research and online research resources
- Research methodology
- Specialist resources and ‘Blogs’
- Building a brand
- What is a brand?
- Creating the right impression
- The importance of brand personality
- Your website
- What makes a good website?
- How can a website be made even better?
- Introduction to search engine optimisation
- Online booking
- Online advertising
- Linking strategy
- Promotional activities
- Advertising
- Promotional activity
- PR
- Email marketing
- Website marketing
- Legal issues
- Using personal data
- Distance selling regulations
- Email protocol and law
- Who owns your website design and domain name?
- Links to other websites
- Special offers
