Welcome 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:

  1. Introduction
    • Why smarter marketing matters
  1. The purchase decision
    • Why do people decide to buy?
    • Key factors and influences
  1. Challenges facing today’s tourism industry
    • Fragmented media
    • Rising customer expectations
    • Changing demographics
    • Trends to take seriously
  1. Your marketing plan
    • What to include in a marketing plan
    • Introduction to building a database
    • Media selection
    • Effective communication
    • Campaign planning
    • Campaign evaluation
  1. Research and analysis
    • Desk research and  online research resources
    • Research methodology
    • Specialist resources and ‘Blogs’
  1. Building a brand
    • What is a brand?
    • Creating the right impression
    • The importance of brand personality
  1. 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
  1. Promotional activities
    • Advertising
    • Promotional activity
    • PR
    • Email marketing
    • Website marketing
  1. 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    
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