Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a B.A. in Journalism from Temple and an MBA from California State University, Northridge. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at the School of Hotel Administration. Prior to his career in academics, Professor Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.
Communicating the Brand Across Marketing MediaCornell Course
Course Overview
The contemporary media landscape offers a staggering range of marketing communications channels and tools. These include digital channels, social media platforms, influencers and content creators, user-generated content, and experiential marketing, along with the full suite of traditional media such as print, radio and TV, and public relations. It is therefore critical that brands optimize their marketing communications to meet and exceed the needs and expectations of their current and future customers.
In this course, you will explore ways to utilize online and traditional media to effectively communicate a brand's promise and voice, build positive associations with the brand, drive sales, and meet marketing goals. You will examine search engine optimization strategies and analyze the role content marketing plays in building the brand's online presence. You will also delve into the nuances of creating content for social media channels, managing online communities, and working with influencers. Throughout, you will assess the continued role that traditional media and tools play in meeting integrated marketing communications goals. After successful completion of this course, you will have analyzed, practiced, and applied a wide range of contemporary digital marketing strategies designed to strengthen and enhance the audience-brand relationship.
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
Key Course Takeaways
- Recommend enhancements to search engine optimization and content marketing activities
- Explore social media marketing and user-generated content strategy
- Develop brand connection through community management, public relations, and experiential marketing
- Examine traditional media in an increasingly digital world
- Map IMC strategy to the consumer engagement cycle
How It Works
Course Authors
Bill Carroll is a clinical professor (ret.) at the Nolan School of Hotel Administration. For more than 12 years he taught economics, pricing, and marketing distribution courses at the undergraduate, graduate, and executive-education levels. He holds a B.A. degree in economics from Rutgers, an M.S. in labor studies from the University of Massachusetts, and a Ph.D. in economics from Penn State.
As CEO of Marketing Economics, a consulting firm specializing in travel industry pricing, distribution, yield management, and strategic planning, Dr. Carroll works with a variety of clients, including global distribution systems, hotel service companies, and travel intermediaries. He also works closely with PhoCusWright, Inc., a travel industry research, consulting, and publishing company, and he has written a number of reports and articles, including a report covering the evolution of hotel distribution and its impact on major chains and intermediaries.
For over 25 years, Dr. Carroll held a variety of senior positions in the travel industry. He was the Division Vice President for Global Marketing Planning at Hertz, where he was responsible for global pricing, yield management, marketing information systems, and counter sales. He implemented the first decentralized yield management system in the car rental industry and a comprehensive executive information system (EIS) that gained national recognition. Following Hertz, Dr. Carroll served as the Global Vice President for Reed Elsevier’s Travel Group, which included responsibility for Travel Weekly, the Hotel and Travel Index, the Official Hotel Guide, and the Official Meetings and Facilities Guide. He was also responsible for production and database systems and the migration of information products to electronic distribution.
Prior to his work in the travel industry, Dr. Carroll was an assistant professor of economics at Drew University, where he taught courses in econometrics, public finance, labor, and environmental economics. He also served as a member of the economics staff at AT&T, where he was an expert witness before state regulatory bodies and prepared filings on pricing and forecasting with the Federal Communications Commission.
Dr. Carroll has written numerous academic and popular-press articles on economics and travel industry topics. In addition to his business and academic career, he is a retired U.S. Army Lieutenant Colonel and was a university lacrosse coach for over 10 years.
Who Should Enroll
- Marketers
- Operations professionals
- Revenue managers
- Sales professionals
- Property ownership groups
- Hospitality executives
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