Hospitality Marketing and Branding

Catalog description

This course examines the broad scope of hospitality marketing. The course will emphasize hospitality marketing strategic planning, as well as using integrated marketing communications to build relationships. Topics include marketing foundations, strategic planning, consumer/organizational buying, market segmentation/targeting/positioning, and digital marketing. Students will learn to incorporate the customer perspective in developing effective marketing techniques. Computer marketing programs (Canva, Photoshop, Microsoft Illustrator) will be introduced. The psychological and economic rationale behind marketing specific to the hospitality industry is introduced. Students will explore the psychological and financial reasoning behind marketing, along with best practices used to target audiences and ways they have evolved over time.