Hospitality Digital MarketingCornell

Certificate Program

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.

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

You are required to have completed the following course or have equivalent experience before taking this course:

• Marketing the Hospitality Brand Through Digital Media

Digital marketing is fast becoming the primary means for hospitality and related service firms to reach, engage, and transact with consumers across their multiple devices. Consumer planning, shopping, experience, and sharing through digital media is quickly changing how marketing is done, as well as how marketing effectiveness is measured.

Owners and managers must be able to make effective, data-driven, analytical, and integrated decisions related to digital marketing using the right metrics and reports. These decision support tools may be generated internally and/or by vendors, like digital or social media marketing agencies. Managers must be able to understand, evaluate, and communicate recommendations in line with the firm's overall business and marketing strategies. This course provides managers with the insight and tools to do the job.

In this course, you will make marketing and service enhancement decisions based on the interpretation and the integration of digital media performance metrics. Through this analysis, you will evaluate the effectiveness of digital marketing activities using standard and new performance metrics. You will use digital media reports and available analytic tools to assess the competitive position of a business and articulate recommendations to improve performance.

You are required to have completed the following courses or have equivalent experience before taking this course: 

• Marketing the Hospitality Brand Through Digital Media
• Implementing Brand Strategy Through Digital Media

In order to be successful with your social media marketing, you must first understand how and why to structure a social media strategy to guide campaign execution.

In this course, you will explore social media marketing platforms, publishers, tools, agencies, and the foundational elements of running a successful social media campaign. You will also examine what social media marketing is and how it is part of a brand-driven integrated marketing communications strategy. As the course progresses, you will evaluate the main social platforms used for digital marketing and practice aligning these platforms with your marketing goals and campaign strategy. You will also examine how marketers incorporate effective social media content generated by the brand, influencers, or users. Lastly, you will assess the role of social media agencies to help you decide if and when to outsource your campaigns.

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Hospitality Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we’ll discuss how both day-to-day operations and strategic goal setting in the hospitality sector have rapidly evolved over the past two years, opening up new space for real-time conversations about the future of the industry. You will support your coursework by applying your knowledge and experiences to various areas of the industry, examining the innovations and accommodations you have all had to make throughout the COVID-19 pandemic and strategizing on future directions. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.