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Course Description

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

Faculty Author

Rob Kwortnik; Bill Carroll

Benefits to the Learner

  • 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

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
Jun 11, 2025 to Jun 24, 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
Aug 06, 2025 to Aug 19, 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
Oct 01, 2025 to Oct 14, 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 26, 2025 to Dec 09, 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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