SHA871 - Marketing Hospitality Brands Through Digital Media

Course Description

Integrated marketing communications (IMC) is both a theory and a process. The goal of IMC is to make sure the promotional elements of a business work together and communicate a consistent brand experience for current and future customers. In the information age, it is critical that your brand penetrates through the dense marketing landscape and connects with your target audiences.

In this course, you will examine what integrated marketing communications is and how you can use it to communicate your brand’s strategy and promise. You will also identify why an IMC plan should constantly evolve in the face of a shifting media landscape and dynamic business realities and market conditions. You will discover how you can use marketing communications to effectively shape consumers’ brand beliefs and persuade them, while doing so in ways that are legal and ethical. Finally, you will explore a number of conceptual models that can help you define and refine the brand's marketing communications goals. Throughout, you will utilize these strategies to begin to build an IMC strategy for a fictional hotel in Baltimore, Maryland.

Faculty Author

Benefits to the Learner

• Perform a market analysis and assess brand fit
• Evaluate consumer protections and decision-making processes
• Identify IMC critical success factors, goals, and objectives

Target Audience

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

Applies Towards the Following Certificates

• Hospitality Digital Marketing : Core Courses
• Hospitality Management 360 : Core Courses
• Revenue Management 360 : Core Courses