Integrated, Social Media and Digital Marketing

Creating a unified, seamless marketing strategy through integrated communication of digital and traditional channels is the core of successful business strategy. In this course, students develop an understanding current and future-looking trends in digital and social media marketing, as they contribute to an integrated marketing communications mix for the hospitality and tourism businesses. The course incorporates the topics of social media, web, mobile, direct, and content marketing, search engine optimization, search engine marketing, personalization, digital marketing metrics as well as the emerging trends in platforms, automation, AI, and mixed reality. Through relevant theoretical and experiential learning, students cultivate skills to utilize digital and social media marketing tactics and content to inform, acquire, and sustain relationships among businesses and customers and develop measurable outcomes.