HADM 6490 - Integrated Marketing Communications and New Media for Hospitality

Fall, spring. 3 credits. Letter grades only.

For non-SHA students, permission of instructor required. Elective. Co-meets with HADM 4490.

R. Kwortnik.

This course delves into the dynamic field of marketing promotion in the hospitality and service industries. 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 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. The main course project is the development of an integrated marketing communications plan for a local service organization. Students will also demonstrate their emerging knowledge through presentations on industry practices and essay exams focusing on the theories that guide marketing-communications strategy.