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Course Description

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 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 also 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
  • Communicating the Brand Across Marketing Media

Faculty Author

Rob Kwortnik; Bill Carroll

Benefits to the Learner

  • Assess content marketing efforts for websites, search engines, influencers, and social media
  • Evaluate metrics to measure the success of marketing efforts across the consumer purchasing funnel
  • Develop a strategic marketing plan that aligns with and achieves digital marketing goals

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
Apr 30, 2025 to May 13, 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
Jun 25, 2025 to Jul 08, 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 20, 2025 to Sep 02, 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 15, 2025 to Oct 28, 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
Dec 10, 2025 to Dec 23, 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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