Integrated Marketing Communications for the Hospitality Industry

Catalog description

This course delves into the dynamic field of marketing promotion in the hospitality industry. Building on theories and research from brand management, communications, consumer learning and information processing, and persuasion and attitude change, students will examine traditional promotions tools such as broadcast advertising, public relations, and direct marketing, as well as new digital media tools such as search and website marketing, content marketing, social media, influencer marketing, experiential marketing, digital-direct, and programmatic advertising. Students will demonstrate their emerging knowledge through quizzes and learning activities focused on the theories that guide marketing-communications strategy and practice, as well as the development of an integrated marketing communications plan for a hypothetical hotel company.