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Course Description

A brand's marketing communications must be where target consumers are, and they are increasingly online. As the number of online channels grows, it becomes even more important to ensure that marketing communications are integrated and targeted to the brand’s key audience. Successfully defining that target audience, then designing communication that will resonate with them and shape their brand beliefs, must be the basis of the organization's online marketing. With those in hand, you can focus on the two main channels of online marketing: website and search engine marketing.

In this course, you will examine how to identify the brand's target market and develop a brand voice that will resonate with them. You will also determine how to develop a creative strategy and marketing messages that will effectively shape the target audience's brand beliefs. You will then examine the importance of the brand website as the centerpiece of your online channels along with the many ways to keep the website functional, engaging, and fresh. Finally, you will explore search engine marketing, including how to bid on search keywords, which keywords to bid on, and how to make effective use of online display advertising. Throughout the course, you will remain centered on the importance of ensuring that the brand channels speak with one voice, with messaging tailored to the target audience and in support of the broader integrated marketing strategy.

It is highly recommended that you have completed the following course or have equivalent experience before taking this course:

  • Marketing the Hospitality Brand Through Digital Media

Faculty Author

Rob Kwortnik; Bill Carroll

Benefits to the Learner

  • Build the foundation for a creative strategy
  • Develop the “big idea” creative strategy for the IMC campaign
  • Optimize brand-owned channels
  • Integrate search engine optimization and search engine marketing

Target Audience

  • Marketers
  • Operations professionals
  • Revenue managers
  • Sales professionals
  • Property ownership groups
  • Hospitality executives

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
May 28, 2025 to Jun 10, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Jul 23, 2025 to Aug 05, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Sep 17, 2025 to Sep 30, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Nov 12, 2025 to Nov 25, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

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