SHA546 - Marketing the Hospitality Brand Through Digital Media

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Faculty Author

Benefits to the Learner

• Define, align, and refine a brand promise for your organization
• Evaluate the use of search-engine optimization and search-engine marketing for your organization
• Enhance your organization's engagement through emerging-media marketing
• Draw group business through new media tactics
• Project your organization's brand promise effectively and consistently across an array of new-media channels
• Increase your transaction effectiveness

Target Audience

• Hospitality professionals working in revenue-generating roles
• Marketing professionals with less than 2 years of online or new media marketing experience

Applies Towards the Following Certificates

• Hospitality Digital Marketing : Core Courses
• Hospitality Management 360 : Core Courses
• Revenue Management 360 : Core Courses