HADM 6491 - Integrated Marketing Communications for the Hospitality Industry

Fall. 1.5 credits. Letter grades only (no audit).

Enrollment limited to: EMMH students. Elective.

R. Kwortnik.

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.

Outcome 1: Possess knowledge of the core marketing-promotion approaches and their interaction with the brand and buyer depending on marketing objectives.

Outcome 2: Understand the key elements of persuasion that are used to influence consumers and how consumers learn from and make sense of marketing persuasion.

Outcome 3: Critically analyze IMC strategy and execution.

Outcome 4: Create IMC programs with results that are measurable.

Outcome 5: Select the appropriate media and messages for given communication objectives.

Outcome 6: Evaluate the effectiveness of emerging media in achieving marketing objectives.

Outcome 7: Identify ethical issues in marketing communications and how to make principled, responsible decisions for effective marketing within the global business environment.