Implementing Brand Strategy Through Digital Media

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Course Description PDF

Course Focus

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 hospitality professionals draw on these technologies to enhance operations and provide distinct customer value? And how can they be sure their efforts in new media are producing tangible returns? In this course, participants will examine innovations and trends in new media, and ways to leverage them to their brand's advantage. They will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and discuss how to measure the success of those efforts. Participants will also determine what organizational considerations will allow them to better leverage the evolving impact of new media and plan the future structure and role of their organizations 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.

Who Should Take this Course?

This course is designed for hospitality professionals who are involved in revenue-generating roles at the property or corporate level, and marketing and sales personnel with minimal experience in online and new media marketing. Please note you MUST complete SHA546 Marketing the Hospitality Brand through New Media Social, Mobile & Search before taking this course.

Key Benefits

Participants who complete this course will be able to…

  • Control and meet customer expectations
  • Enhance customer value
  • Enable real-time customer-service recovery measures
  • Respond appropriately in service-recovery scenarios
  • Evaluate financial and customer performance metrics
  • Sustain organizational success amid technological change
  • Organize your firm for long-term competitiveness

Topics Include

Module 1 - Delivering Value-Enhanced Service Experiences with New Media

  1. Administering Management Contracts
  2. Renegotiating Management Contracts

Module 2 - Evaluating Your Performance in New Media

  1. Tools for Evaluating Capital Expenditures
  2. Monitoring Expenses

Module 3 - Supporting Market Viability

  1. Overview of Benchmarking
  2. Benchmarking Revenues
  3. Benchmarking Expenses

Faculty

Course Cost US$769
Hours to Complete Course: 6
CEUS earned 0.6
This course is part of one or more online certificates:

Please choose from the following course start dates:

26 September 2018
24 October 2018
21 November 2018
19 December 2018
16 January 2019
13 February 2019
13 March 2019
10 April 2019
08 May 2019
05 June 2019
03 July 2019
31 July 2019
28 August 2019
25 September 2019
23 October 2019
20 November 2019
18 December 2019
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