Have ever wondered if you are using the right marketing strategies to help you exceed your revenue goals?
Do you feel like you know one area of digital really well but might be missing out on some other important segments?
For a comprehensive overview of the hotel marketing world, this is the program.
Certified Hospitality Digital Marketer
In 2012, HSMAI release a study guide & certification for the digital marketing targeted specifically to the hospitality business. The guide and test were written by the Digital Marketing Advisory Council for HSMAI. Unlike it’s counterpart, the revenue management certification (CRME), there were so many changes in this discipline that the CHDM guide and test have been updated five times since 2012. It could only have been kept up to date and relevant because a diverse group of hospitality digital marketing professionals were willing to share their expertise to this endeavor.
Our new program – the Hotel Digital Marketing Essentials – has evolved from the certification study guide. The facilitators for the virtual class are the current and past chairs of the Marketing Advisory Board for HSMAI and continue to be involved with the care and feeding of the CHDM. We will likely be releasing the next edition sometime in 2020.
Interest in learning more about this discipline has been growing over the last few years and there have not been a lot of structured programs created that have the unique knowledge base of our industry so we decided in order to ensure we have an educated workforce, we partnered with HSMAI to put together this program..
What will we cover in six weeks?
We have broken up the program into logical sections – Paid, Owned, and Earned Media, which covers everything from websites to social, PR to email marketing, and really everything in between. Additionally, we added in a fun walk through history, as it pertains to hotels and digital marketing as a pre-class exercise. And we added in analytics, intermediaries and vendor management. We cover every critical area you may come across. In the table to the right, you can see specifically what we will cover each week.
We have put together a 15 minute video that walks you through the significant developments in our world since 1995. We also ask all of our students to join Trello – a software app (free) that we use throughout the course to complete our various activities and homework assignments.
We will cover strategy in this first week – building a strategy that closely follows the path of our customers. We will also define what Paid, Owned and Earned actually encompass.
In part one of owned media we will cover the hotel website – specifically content, imagery, SEO, merchandizing and the booking engine.
In the second part of owned, we will focus on CRM, eMail marketing, loyalty and recogniztion and the analytics around owned media.
This week we will explore the world of social, public relations, reputation management, influencers and the tracking and analytics available in this space.
We will delve more deeply into paid advertising – search, display, and meta. We will also look at affilate marketing, social media paid and the tracking and analytics available in this area.
In our final week we will cover the OTAS – Models and Strategies, as well as tracking and analytics. We will also cover vendor management and finally, the role of the digital marketer as the internal communication hub.
In class we will cover primarily theoretical knowledge – but in order to ensure you also walk away with a practical grasp on the discipline, there will be a homework assignment each week that will put into practice what you learned. You may partner with a classmate at times and the additional work will not exceed an additional 60-90 minutes per week. More than likely, you will find the activities interesting and end up delving in more deeply, but that is up to you!
We have one more class in 2020.
Class times will be 3:00pm – 4:00 pm, eastern.
Pricing is $395 per person.
September 14 - October 19
*Participants seeking to apply for the Certified Hospitality Digital Marketer (CHDM) exam will receive at $75 discount off the (CHDM) exam fees. Please contact Kathy Tindell at 703-506-2010 or email@example.com for more information.
We have five sample CHDM certifications questions in this quiz – are you feeling lucky? Go ahead, take it for a spin! We won’t count it toward your final grade!