New Media Marketing for the Hospitality Professional

CERTIFICATE ID: SHAC17
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  • Logo: SHA 391x62

Certificate Overview

  • 3 month duration
  • 5 two-week courses
  • 5-7 hours per course

Marketing encompasses the various ways you communicate, differentiate, and reinforce your hospitality brand promise to potential customers. The world of new media hospitality marketing is opening doors no one knew existed, driving customer engagement, feedback, and endorsements faster than ever. Become an expert now or get left behind.

This certificate consists of five two-week courses that provide you with fundamental hospitality marketing concepts and principles, focused on the world of new media marketing. Through best practices and industry case studies, you’ll contextualize these concepts and lay a solid foundation for applying them to your workplace. You can complete all of the courses in this program and earn your certificate in as little as three months, spending five to seven hours per course.

  • Understand the relationship between customer value and marketing
  • Identify the fundamental aspects of modern marketing
  • Discover how to make pricing more variable
  • Know how to react to customers’ perceptions of fairness regarding pricing policies
  • Understand how online travel agents provide value for consumers and suppliers alike
  • Effectively use search engine marketing
  • Create a promotional plan for a hospitality product or service
  • Design your own effective, product-specific advertising campaign
  • Maintain and enhance customer value
  • Organize your firm for long-term competitiveness
  • Hospitality professionals working in revenue-generating roles
  • Marketing professionals with up to two years of online or new media marketing experience

Faculty Authors

Chris Anderson
Bill Carroll
Dr. Sheryl E. Kimes
Rob Kwortnik
Judy A. Siguaw

Certificate Courses

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

A smart pricing strategy is the best way to increase revenue. In order to create a pricing strategy, you must have an understanding of various tactics including Channel Management.

Course Description

A smart pricing strategy is the best way to increase revenue. This course teaches you how to set prices, develop rate fences (differentiate prices by customer type), and use multiple distribution channels to manage price more effectively.

You'll also learn about the impact of variable pricing and discounting on revenue management in the context of price elasticity, optimal price mix, perceived fairness, and congruence with positioning and sales strategies.

Discover the ins and outs of channel management, an essential tool for controlling differentiated pricing, maintaining rate fences, and increasing revenue. Explore various approaches to managing distribution channels including direct sales, agencies, the Internet, and opaque pricing channels. Sheryl E. Kimes, professor at Cornell University’s School of Hotel Administration, will provide you with the knowledge you need to help run a successful organization.
 

This course includes

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • An action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Learn how to optimize your position on Internet search results and increase conversions: the moment when a search becomes a purchase.

Course Description

Today's consumers rely less upon traditional travel agents and more on web-based research when booking travel. In this online course you'll learn to develop online strategies designed to improve your standing in Internet search results, called Search Engine Optimization (SEO), and increase your visibility to target customers.

Learn how to optimize your position on Internet search results and increase conversions: the moment when a search becomes a purchase. Online travel agencies are especially popular because they provide one-stop convenience and notifications for consumers searching for deals and promotional opportunities. The success of online travel agency is largely attributable to their marriage of leading-edge technology and a keen insight into consumer behavior patterns.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

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.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

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.


Alumni Testimonial

Great overview of basic revenue management, search, mobile, and social marketing. Be prepared to discuss ideas that you have or your property already has implemented. Lots of useful information, content is nicely displayed in text and video format. Very interactive projects!
Mark G.
Front Office Manager, MGM Grand