Welcome - Sylabus

SYLLABUS
Digital Marketing for Hospitality

Course Code:	(CMH MBA 1 – Group B)
Title:	Digital Marketing for Hospitality
Instructor:	Liz Craig – cemhi@yahoo.fr
Online Classroom :	http://groupb-digimarketing.blogspot.com/ Group B Bring your laptop to class – we will work online

Course description:

Semester 1 of a 2 semester course –overview of the Online Marketplace, opportunities for hoteliers, customer interaction and influences and the development of successful digital strategies.

At the end of the course, participants will:

• Understand digital channels + revenue opportunities
• Understand the basics of brand building online; focus on social media
• Be able to conduct and understand competitive research
• Identify and acquire skills needed to pursue a career in hospitality marketing
• Practice digital communications, presentation and work methods

• On completion of both semesters, participants will be qualified for online marketing, social media marketing jobs in the hospitality field

Online Requirements:

1. Each participant must set up a blog on www.blogger.com
• You will need a Gmail account to do the set up
2. Send me the link to the blog by 20/11 – cemhi@yahoo.fr
• Example = www.sample.blogspot.com
• Be sure to include your name as it appears on the presence list in the email with the blog link


Weekly assigned reading:
1. Each week choose an article to comment on, in your blog
• Source - http://hotelmarketing.com/
• Or http://www.journaldunet.com/
2. Post in your blog by EACH Sunday 9 PM
• Brief analysis of the impact of info in the article
• DO NOT COPY-PASTE – use your own words
• Text link to the article
3. Each Tuesday by 9PM
• Post a comment on a colleague’s blog
• Comment must agree/disagree and state why


Required Video Viewing:


http://www.buildyourownbrand.tv/ 30 – 3 minute modules; there will be a 2 question quiz each week


Assessment methods:
• Self assessment – digital marketing competencies
• On time + MBA quality article commentary – blog posts
• Weekly Brand Building quiz
• In class participation – presentations + group work
• Final exam – qualify for Google certification


Grading:

Blog Posts + Cross Comments	30%
Weekly Quizz	30%
Contribution to body of knowledge In class work Team Work Quality of presentation	20%
Final Exam	20%




Learning Hours:


Class work - attendance	24
Assessment – weekly quiz, Final	10
Homework /Research/ Self study	16
Digital Tools use	10



Course outline:


Week 1	State of the Online Marketplace – Customers in Control Overview Digital Touchpoints Review Class requirements for success and course outcomes
Week 2	Online visibility, SEO SEM – direct + 3rd Parties Strategies for Booking conversions Quizz – Modules 1 through 5 http://www.buildyourownbrand.tv/
Week 3	Measurements – Google analytics Online visibility assessment – paid, organic, 3rd party Quizz – Modules 6 through 9 http://www.buildyourownbrand.tv/
Week 4	Hotel Websites – success analysis; engagement; image impact Quizz – Modules 10 through 15 http://www.buildyourownbrand.tv/
Week 5	Reviews and Reputation Management Quizz – Modules 16 through 21 http://www.buildyourownbrand.tv/
Week 6	Ancillary Revenue Sources – partners, affiliate programs Partnering for Positioning Quizz – Modules 22 through 26 http://www.buildyourownbrand.tv/
Week 7	Development of Multi-channel digital strategies Quizz – Modules 27 through 30 http://www.buildyourownbrand.tv/
Week 8	Final Exam


EA Craig 11/2010