Success Metrics for Hospitality

Digital Marketing

Cornell Course

Digital marketing is fast becoming the primary means for hospitality and related service firms to reach, engage, and transact with consumers across their multiple devices. Consumer planning, shopping, experience, and sharing through digital media is quickly changing how marketing is done as well as how marketing effectiveness is measured.

Owners and managers must be able to make effective, data-driven, analytical, and integrated decisions related to digital marketing using the right metrics and reports. These decision support tools may be generated internally and/or by vendors, like digital or social media marketing agencies. Managers must be able to understand, evaluate, and communicate recommendations in line with the firm's overall business and marketing strategies. This course provides managers with the insight and tools to do the job.

In this course, you will make marketing and service enhancement decisions based on the interpretation and integration of digital media performance metrics. Through this analysis, you will evaluate the effectiveness of digital marketing activities using standard and new performance metrics. You will also use digital media reports and available analytic tools to assess the competitive position of a business and articulate recommendations to improve performance.

You are required to have completed the following courses or have equivalent experience before taking this course:

• Marketing the Hospitality Brand Through Digital Media
• Implementing Brand Strategy Through Digital Media
• Communicating the Brand Across Marketing Media