Online marketing is a game changer for businesses, however the range of digital channels and platforms and their complexity present challenges in measuring the effectiveness of marketing.


Dr Philip Alford is a Senior Lecturer at Bournemouth University and a small business marketing specialist.

His particular interest lies in investigating and improving the ways in which technology can support more innovative and entrepreneurial marketing among small businesses. Within this remit, a specific focus lies in how small business owners and entrepreneurs can leverage online marketing analytics to enable more agile and responsive marketing.

Dr Alford will be delivering two workshops for owners and managers who are at an intermediate stage and want to learn about approaches that will enable them to take it to the next level, particularly in terms of measuring its impact.

These workshops form part of a series of Professional Development Courses organised by the Department of Tourism and Hospitality at Bournemouth University in collaboration with Marsham Court Hotel.



Philip’s work forms part of the eTourism Lab which sits under the auspices of the International Centre for Tourism and Hospitality Research  at Bournemouth University.



The full programme for the course delivered over two separate sessions can be viewed here



Workshop 1
Thursday 31st October 2017

0830 – 1300
Price £75 +VAT

Workshop 2
Thursday 21st November 2017
0830 – 1300
Price £75 +VAT 


Tea, coffee, orange juice and pastries on arrival.

Course content as detailed in the downloadable programme above.
Refreshment break mid morning.

To book: please call Jane Swift on 01202 446612 or email

Terms and conditions:

Full payment is required at time of booking.
Minimum numbers apply for this course.
In the event that the minimum number required to run the course is not achieved, a full refund will be made to those delegates who have booked and paid in full.

Delegates must bring their own laptop and login details for Google Analytics.











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