MPHM-650-01 Digital Marketing and Distribution for Hospitality
Spring for 2017-2018
In the world of digital marketing and distribution, the only constant is change. From Facebook and Instagram to Twitter and Snapchat, social media has granted unprecedented access to today’s consumer. And from Expedia to Priceline and even Google, the indirect distribution channels used in travel marketing and booking also dramatically impact the travel planning cycle, business and financial performance, and consumer loyalty. Developing a savvy marketing strategy and participating in the right channels is key, but cutting through the clutter is more important than ever. In fact, digital marketing is one of the most critical issues facing the biggest travel companies today. Accordingly, this course builds upon the principles learned in the foundational Sales & Marketing and Communication course, and examines three key areas of digital marketing: direct distribution via a company’s own channels, indirect distribution through online travel agencies and global distribution systems, and social media. Through investigations in social media and website evolutions over time, projects examining indirect hotel marketing/sales channels, and exercises in customer segmentation, students learn how to evaluate and leverage digital channels to keep businesses relevant in our competitive travel landscape.
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