Digital Marketing

Aimed at Sales and Marketing, Digital Marketing and anyone who needs to enhance their digital skills with current techniques and tools.

Demystify Artificial Intelligence (AI) for your Hotel (24Jan)

€65.00 – €95.00
Date:

Wednesday 24^th January 2024

10.00am to 11.30am – 90 minutes online

Course Overview:
The session is intended to give Hotels a pragmatic and accessible overview of this very hot topic. It will equip attendees with a practical guide to the latest AI technologies, the pros and cons, as well as cut through the hype to what matters. Perhaps most importantly, it offers a chance to ask the burning questions!
Content:

An introduction to AI basics, with a non-technical explanation

Generative AI overview - what Generative AI is and isn't good at

How AI is being deployed in day to day productivity

AI in hospitality use cases

A blueprint for how you can get started with AI today

Brief mention of other disruptive tech on the horizon for hotels

Open Q&A

Trainer:
David Kerrigan David is an author and speaker, specialising in the impacts of new technologies on society. He has written 6 books and lectures regularly at Stanford Continuing Studies, The Irish Management Institute and Technological University of Dublin on topics including Artificial Intelligence, Innovation and Cognitive Psychology.
Price

Members: €65 pp
Non-Members: €95 pp
This course is limited to 20 people. Book your place below. For more information, call Dervla O’Neill on (086) 083 6626, or email: oneilld@ihf.ie
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LinkedIn Masterclass (10 Oct)

€65.00 – €85.00
Date / Time:
Tuesday, 10^th October - 9:30am to 12:30pm ( by webinar)
Overview:
This half-day course on LinkedIn for Hospitality for IHF Skillnet will help participants to gain a better understanding of how to use LinkedIn effectively for their hotel, to grow their profile and leverage the power of the platform. Participants will learn how to use the business page feature of LinkedIn, how to publish content for increased visibility, best practice tips and techniques, and how to use LinkedIn for attracting talent.
Content includes:

LinkedIn personal profile

Best practices, key areas of opportunity

LinkedIn business page

Maximise and grow the business page

Leverage the power of the networks of team members in the hotel/business

Publishing content for maximum visibility

Tone, topics, content for LinkedIn

The role of LinkedIn for attracting talent

Paid options on LinkedIn - premium, advertising and more

Subject Matter Expert:
Felicity McCarthy At Spark Digital, we help businesses of all sizes with their digital marketing or social media marketing needs.
Fee:
Members €65 pp Non Members €85 pp
Booking:
Book online below. For more information, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626 for more information
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Digital Marketing Refresh Programme (Oct2023)

€195.00 – €250.00

Recap and Grow your Digital Skills

Dates:
Thursday 5^th, 12^th, 19^th and 26^th October Delivery: 4 x 3 hour sessions online (9.30am to 12.30pm) Download Programme Outline here.
Course Overview:
Designed for IHF Skillnet, and specifically for those who previously completed the IHF Skillnet Digital Marketing programme with Irish Times Training over the last 5+ years, this programme offers a recap across a number of the key areas within Digital Marketing
Programme Schedule:
MODULE 1 - Social Media Marketing MODULE 2 - SEO MODULE 3 - Online Display Advertising MODULE 4 - Understanding Google Analytics

What you will learn:
Module 1 will introduce participants to the latest changes and updates across the main social media platforms, with particular focus on TikTok and Instagram, before moving to a refresher module on the importance of keeping up to date with your SEO. Module 3 will look at online display advertising, introducing some new content for participants and helping them gain a better understanding of how they can reach their audiences with relevant and targeted ad campaigns. Finally, Module 4, on Google Analytics, focuses on the key changes that have taken place in recent years, as well as some upcoming changes such as GA4
Trainers:
Irish Times Training and their selection of Digital Marketing Experts Panel
Fee:
Members €195 pp Non Members €250 pp
Booking:
Book below. For more info, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626

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Masterclass in Content Marketing

€150.00 – €185.00
Dates / Duration:
3 x half-days, online via Zoom – 14^th, 15^th, 16^th March (9:30am to 12:30pm) Download the course brochure HERE.
Course Outline:
The Masterclass in Content Marketing offers insight into how to create engaging and successful content for interacting with your audience. The foundation of a strong content marketing strategy is understanding your audience and how they buy. Our Masterclass will help you gain an understanding of buyer behaviour and the buyer journey, and learn how to strategically utilise digital channels for your market. You will discover how effective storytelling can lead to profitable results and learn how to utilise your existing digital marketing tools to create, promote and measure your content.
Who should attend:
People who are involved in the online marketing of their hotel / guesthouse - hoteliers, managers or marketers.
Course Content:

What is content?

Changing buyer behaviour

An intro to the inbound marketing methodology

Effective goals for organisational success & using a goal setting template

Buyer persona development & buyer’s journey development

Finding your brand’s voice; tonality, consistency, and your buyer persona

Storytelling tools & best practice

Content promotion: SEO & blogging, social media, email marketing

Creating an editorial calendar and planning promotion

Conversion Path Elements - forms, landing pages & best practice

Content mapping & content generation tips (keywords, repurposing, curating etc.)

Sales alignment; what to measure and how / closing the loop

Trainer:
Felicity McCarthy is the founder of Spark Digital, a digital marketing training and consultancy company.
Cost:
Contact Dervla O'Neill on oneilld@ihf.ie, or Phone (086) 083 6626
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Out of stock
Best Practice Business Writing & Email Etiquette for your Hotel (9Apr)

€70.00 – €90.00
Date:
Tuesday 9 April 2024
Duration:

9.30am to 4.30pm, by webinar

Who should attend:
A practical and interactive one-day workshop), the course is designed for staff, who communicate with customers who use email daily – includes general staff in sales, client services, customer service, administration, reception, accounts, production etc.
Overall aim:
The aim of the workshop is to help staff develop first-rate business etiquette when corresponding with customers using written communications with a strong focus on email. Participants will learn the essential skills required to converse with customers in a professional and competent manner in order to portray a professional image, clear and concise messages. They will learn when it’s the appropriate time to pick up the phone and avoid misunderstanding, whilst ensuring customer satisfaction
Objectives:
After completing the workshop, each participant will be able to:

Identify the most appropriate means for communicating with customers

Create relevant and structured emails using the right content, style and approach

Write concise yet professional letters and documents to instil confidence with customers

Employ highly developed business English for all non-verbal customer communications

Apply proper business etiquette in the use of language, punctuation and grammar

Keep emails relevant and easy to follow with related subjects, signatures & notifications

Send emails to the right people, using copy, blind copy and reply all functions

Reply to customers courteously and professionally with the right tone and level of urgency

Follow company protocols and apply superb business etiquette for emails and text messages

Show discretion when forwarding emails, copying readers or sending attachments

Maintain trust with ongoing professional and personalised business emails

Workshop Content:

The advantages and disadvantages of email as a communications tool

Choose the right tool and apply the appropriate behaviour for writing to customers

The importance of first impressions for influencing a customer

Define your objective, apply the right approach, style and structure for writing emails

Apply essential business English – the correct use of language, grammar, punctuation etc

Write clearly and persuasively to instil confidence with customers

Keep emails relevant and easy to follow with relevant subjects, threads and more

The use of abbreviations, emoticons, textese and slang in business

Good protocol for responding to emails, managing flames, anger and quick responses

Keep customers informed using signatures, notifications & out of office replies

Maintain confidentiality when forwarding or copying emails, or sending attachments

Legal implications for unwarranted email behaviour – libel, offensive and defamatory emails

Trainer:
Karen Somerville
Fee:
Members €70 pp Non Members €90 pp
Booking:
Book online below. For more information, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626 for more information
Details
Maximising Opportunities via Data Collation & Analysis (26Feb)

€95.00 – €125.00
Date:

Monday, 26^th February 2024

Online – half day - 9.30am to 1pm

About the Programme:
Data collation and analysis is essential for maximising revenue generation. Without robust data collation and analysis processes, your business is working in the blind – unable to assess performance, forward plan or identify strengths, weaknesses and opportunities. This programme supports all employees involved in data collation (across front of house, reservations, sales and operations) with understanding the fundamental principles behind effective data collation. It also provides tips and insights about how to develop an effective data collation and analysis strategy that can maximise opportunities for your business.

What you will Learn:

What does CRM and Data Capture mean and what is its function?

What does GDPR compliant data mean?

Data capture for diverse contexts: offline and online

What needs to be measured via Data Capture?

Pitfalls to watch out for when recording data

Systems for data collation

Using data for effective communications

Trainers:
Julie O’Brien Over her 30 year career, Julie has been a long-term practitioner of the merits of integrated data collation and analysis processes to inform strategy and maximise opportunities across all seasons for hotels. Providing solutions that are practical and achievable, Julie has worked with some of Ireland’s leading hotel brands on implementing and refining their data collation processes to ensure that relevant, compliant and valuable data is captured at diverse contact points from reception to reservations and sales. Laura Lynam Goal-focused and solution-driven, Laura is a digital and online data collation expert who has generated measurable success via bespoke strategies for some of Ireland’s leading hotels and visitor attractions along with well-known retail brand names including Curry’s Ireland and Woodies.
Price

Members: €95 pp
Non-Members: €125 pp
This course is limited to 15 people. Book your place below. For more information, call Dervla O’Neill on (086) 083 6626, or email: oneilld@ihf.ie
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Digital Marketing Refresh Programme (Feb2024)

€195.00 – €250.00

Recap and Grow your Digital Skills

Dates:
Thursday 22nd, 29th February, 7th and 14th March 2024 Delivery: 4 x 3 hour sessions online (9.30am to 12.30pm) Download Programme Outline here.
Course Overview:
Designed for IHF Skillnet, and specifically for those who previously completed the IHF Skillnet Digital Marketing programme with Irish Times Training over the last 5+ years, this programme offers a recap across a number of the key areas within Digital Marketing
Programme Schedule:
MODULE 1 - Social Media Marketing MODULE 2 - SEO MODULE 3 - Understanding Google Analytics MODULE 4 - Online Display Advertising

What you will learn:
Module 1 will introduce participants to the latest changes and updates across the main social media platforms, with particular focus on TikTok and Instagram, before moving to a refresher module on the importance of keeping up to date with your SEO. Module 3, on Google Analytics, focuses on the key changes that have taken place in recent years, as well as some upcoming changes such as GA4 Finally, Module 4 will look at online display advertising, introducing some new content for participants and helping them gain a better understanding of how they can reach their audiences with relevant and targeted ad campaigns.
Trainers:
Irish Times Training and their selection of Digital Marketing Experts Panel
Fee:
Members €195 pp Non Members €250 pp
Booking:
Book below. For more info, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626

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Diploma in Digital Marketing (Sept-Dec 2023)

€475.00 – €595.00

LIVE, INTERACTIVE, ONLINE

Dates:
The programme will be delivered online over 12 weeks, every Wednesday morning (9:30am to 12:30pm) on the following dates: From 27th September to 13th December 2023 (see brochure for a list of modules and dates). Download Programme Outline here.
Course Overview:
The Diploma in Digital Marketing is designed to give you a greater understanding of online marketing and practical knowledge of digital tools. It will equip you with up-to-date techniques and tools that can be used immediately. On completion, you will have a solid grounding in this field and be in a position to develop a comprehensive digital marketing strategy and implementation plan as well as manage campaigns for your company. Working with our trainers and supported by industry insights from the IHF Skillnet, the programme has been tailored specifically for marketing practitioners within the hospitality sector.
What did a previous participant think?
"The course provided me with an update to my marketing degree and helped me to understand the various facets of digital marketing. I really enjoyed the variety of lecturers. It was great to get training from those who are experts in their various fields, providing for a completely different lecture, perspective and content each week."
Fee:
Members €475 pp Non Members €595 pp
Booking:
Book below. For more info, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626

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Diploma in Digital Marketing (Feb-Apr 2024)

€475.00 – €595.00

LIVE, INTERACTIVE, ONLINE

Dates:
The programme will be delivered online over 12 weeks, every Wednesday morning (9:30am to 12:30pm) on the following dates: From 7th February to 24th April 2024 (see brochure for a list of modules and dates). Download Programme Outline here.
Course Overview:
The Diploma in Digital Marketing is designed to give you a greater understanding of online marketing and practical knowledge of digital tools. It will equip you with up-to-date techniques and tools that can be used immediately. On completion, you will have a solid grounding in this field and be in a position to develop a comprehensive digital marketing strategy and implementation plan as well as manage campaigns for your company. Working with our trainers and supported by industry insights from the IHF Skillnet, the programme has been tailored specifically for marketing practitioners within the hospitality sector.
What did a previous participant think?
"The course provided me with an update to my marketing degree and helped me to understand the various facets of digital marketing. I really enjoyed the variety of lecturers. It was great to get training from those who are experts in their various fields, providing for a completely different lecture, perspective and content each week."
Fee:
Members €475 pp Non Members €595 pp
Booking:
Book below. For more info, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626

Select options Details
Out of stock
Best Practice Business Writing & Email Etiquette for your Hotel (14Nov)

€70.00 – €90.00
Date:
Tuesday 14th November 2023
Duration:

9.30am to 4.30pm, by webinar

Who should attend:
A practical and interactive one-day workshop), the course is designed for staff, who communicate with customers who use email daily – includes general staff in sales, client services, customer service, administration, reception, accounts, production etc.
Overall aim:
The aim of the workshop is to help staff develop first-rate business etiquette when corresponding with customers using written communications with a strong focus on email. Participants will learn the essential skills required to converse with customers in a professional and competent manner in order to portray a professional image, clear and concise messages. They will learn when it’s the appropriate time to pick up the phone and avoid misunderstanding, whilst ensuring customer satisfaction
Objectives:
After completing the workshop, each participant will be able to:

Identify the most appropriate means for communicating with customers

Create relevant and structured emails using the right content, style and approach

Write concise yet professional letters and documents to instil confidence with customers

Employ highly developed business English for all non-verbal customer communications

Apply proper business etiquette in the use of language, punctuation and grammar

Keep emails relevant and easy to follow with related subjects, signatures & notifications

Send emails to the right people, using copy, blind copy and reply all functions

Reply to customers courteously and professionally with the right tone and level of urgency

Follow company protocols and apply superb business etiquette for emails and text messages

Show discretion when forwarding emails, copying readers or sending attachments

Maintain trust with ongoing professional and personalised business emails

Workshop Content:

The advantages and disadvantages of email as a communications tool

Choose the right tool and apply the appropriate behaviour for writing to customers

The importance of first impressions for influencing a customer

Define your objective, apply the right approach, style and structure for writing emails

Apply essential business English – the correct use of language, grammar, punctuation etc

Write clearly and persuasively to instil confidence with customers

Keep emails relevant and easy to follow with relevant subjects, threads and more

The use of abbreviations, emoticons, textese and slang in business

Good protocol for responding to emails, managing flames, anger and quick responses

Keep customers informed using signatures, notifications & out of office replies

Maintain confidentiality when forwarding or copying emails, or sending attachments

Legal implications for unwarranted email behaviour – libel, offensive and defamatory emails

Trainer:
Karen Somerville
Fee:
Members €70 pp Non Members €90 pp
Booking:
Book online below. For more information, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626 for more information
Details
Out of stock
Best Practice Business Writing & Email Etiquette for your Hotel (5Oct)

€70.00 – €90.00
Date:
Thursday 5^th October 2023
Duration:

9.30am to 4.30pm, by webinar

Who should attend:
A practical and interactive one-day workshop), the course is designed for staff, who communicate with customers who use email daily – includes general staff in sales, client services, customer service, administration, reception, accounts, production etc.
Overall aim:
The aim of the workshop is to help staff develop first-rate business etiquette when corresponding with customers using written communications with a strong focus on email. Participants will learn the essential skills required to converse with customers in a professional and competent manner in order to portray a professional image, clear and concise messages. They will learn when it’s the appropriate time to pick up the phone and avoid misunderstanding, whilst ensuring customer satisfaction
Objectives:
After completing the workshop, each participant will be able to:

Identify the most appropriate means for communicating with customers

Create relevant and structured emails using the right content, style and approach

Write concise yet professional letters and documents to instil confidence with customers

Employ highly developed business English for all non-verbal customer communications

Apply proper business etiquette in the use of language, punctuation and grammar

Keep emails relevant and easy to follow with related subjects, signatures & notifications

Send emails to the right people, using copy, blind copy and reply all functions

Reply to customers courteously and professionally with the right tone and level of urgency

Follow company protocols and apply superb business etiquette for emails and text messages

Show discretion when forwarding emails, copying readers or sending attachments

Maintain trust with ongoing professional and personalised business emails

Workshop Content:

The advantages and disadvantages of email as a communications tool

Choose the right tool and apply the appropriate behaviour for writing to customers

The importance of first impressions for influencing a customer

Define your objective, apply the right approach, style and structure for writing emails

Apply essential business English – the correct use of language, grammar, punctuation etc

Write clearly and persuasively to instil confidence with customers

Keep emails relevant and easy to follow with relevant subjects, threads and more

The use of abbreviations, emoticons, textese and slang in business

Good protocol for responding to emails, managing flames, anger and quick responses

Keep customers informed using signatures, notifications & out of office replies

Maintain confidentiality when forwarding or copying emails, or sending attachments

Legal implications for unwarranted email behaviour – libel, offensive and defamatory emails

Trainer:
Karen Somerville
Fee:
Members €70 pp Non Members €90 pp
Booking:
Book online below. For more information, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626 for more information
Details
‘X’ (formerly known as Twitter) Masterclass (28 Sept)

€65.00 – €85.00
Date / Time:
Thursday, 28^th Sept - 9:30am to 12:30pm ( by webinar)
Overview:
The IHF Skillnet 'X' (formerly known as Twitter) for Hotels course will help participants to grasp a better understanding of how to use 'X' to promote their hotel or business, with topics including best practice tips, improving engagement, the key tools in the platform, and using 'X' for advertising. On completion, participants will have developed a better sense of the recent and current changes and strengths and capabilities of 'X', and will have learned how to use the platform to maximise the impact of their social media activity, as well as how to reach new audiences.
Content includes:

Who is using 'X' as a platform for communications

'X's role as a communications platform in the hotel sector

Best practices for posting, engaging etc

Recently changed features - what's been added and removed

'X' for events, campaigns & media visibility

Spaces on 'X'

Communities on 'X' and Verified on 'X'

Premium features on 'X'

Advertising on 'X' platform

Subject Matter Expert:
Felicity McCarthy At Spark Digital, we help businesses of all sizes with their digital marketing or social media marketing needs.
Fee:
Members €65 pp Non Members €85 pp
Booking:
Book online below. For more information, email Dervla O’Neill at oneilld@ihf.ie or call 086 083 6626 for more information
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