Managing Digital Marketing at TOECHOK Company

Abstract

This cooperative internship at TOECHOK Thailand focused on professional networking and digital marketing capacity in the tourism sector. The objectives of the study included assessing and measuring the effectiveness of TOECHOK’s digital marketing initiatives, enhancing user engagement metrics, and formulating actionable recommendations for improvement. The student was assigned to work as a digital marketing intern in the Content and Digital Marketing department assigned by the company. The main duties were as follows. Firstly, taking care of extensive digital marketing tasks including data analysis, content production, and social media administration. Secondly, observing active participants using surveys and conversations with colleagues and superiors. Finally, participating in daily activities of the digital marketing division.

A qualitative mini-research study was also carried out to investigate the requirements and preferences of travelers using the TOECHOK platform. The study used a survey to determine people’s awareness and preferences for different travel companies in Thailand. The survey results showed a low level of brand awareness among the respondents, indicating a need for increased recognition of the brand.

The internship brought valuable learning opportunities that helped greatly in the intern’s professional development. Achievements included putting digital marketing plans into action with success, but difficulties included adjusting to new technology and working with various staff. Enhancing diversity and inclusion activities, offering more training, and mentorship possibilities were among the recommendations made for TOECHOK

Keywords: Digital Marketing, User Engagement, Content Creation