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Marketing Analytics: Hospitality Data-Driven Marketing

The course's purpose is to build a strong foundation between theories and industry practices in marketing, specifically in distribution. This course introduces some classic marketing literature to understand the why and update with current marketing practices or the how.

Cost

CHF 2 200

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Marketing Analytics: Hospitality Data-Driven Marketing

John Wanamaker, a successful American merchant, once said, "Half the money I spend on advertising is wasted; the trouble is, I do not know which half." Today's marketers understand customers better, develop more relevant offerings, and monitor marketing performance better because of data and technology.

Specifically, this course develops students’ mindset from passive distribution to active go-after, from data collection to develop customer relationship, and from distributing service to developing platform community. In addition, this course introduces and discusses the roles of technology, including voice assistance, augmented reality, and virtual reality in marketing. Lastly, students will apply their marketing knowledge in a simulation and optimize their marketing decisions based on market results.

Course Advantages

The course is composed of recorded videos, exercises, industry insights and readings offering you a solid overview of the current state of the hospitality.

Course Content

34 Lecture Videos

2 Industry Experts Interviews

8 Interactive Exercises

21 Readings

Learning Journey

5 weeks online courses

Course Content

Defining marketing and designing the marketing strategy

What is marketing, what is sales. Differences explained
What is Marketing Myopia
Customer Driven Marketing Strategy

Customer driven marketing strategy

Segmentation
Targeting
Differentiation
Positioning

What is a brand?

Why do companies engage in brand building?
Brand Awareness
Brand Image and Performance Associations

What are brand assets?

What are brand assets? Demonstration
Why are brand assets important?
How do companies create and maintain brand assets? Identify brand assets
Map brand assets on the brand asset grid and adapt marketing strategy (step 2 and 3)

Learning Objectives and Subject Specific Competencies

Analyze data to develop a marketing strategy
Based on market responses, adjust and optimize marketing tactics
Deploy a distribution strategy for a hospitality company
Assess the feasibility of incorporating marketing technology into operations
Develop a data collection and utilization plan
Assess the pros and cons of working with platforms

Assessment

To obtain their Certificates, students must complete the following assignments:

Description: Final assessment
Duration: 8 hours
Documentation: open book
Subject specific competencies assessed:
Analyze data to develop a marketing strategy
Based on market responses, adjust and optimize marketing tactics
Deploy a distribution strategy for a hospitality company
Assess the feasibility of incorporating marketing technology into operations
Develop a data collection and utilization plan
Assess the pros and cons of working with platforms

Certificate of Completion

To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.
Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.

Who should apply?

This course is designed for anyone who would like to gain an overview of Marketing Analytics.

Admission Criteria

There are no admission requirements to enroll to this course.

Admission Process

To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment.

Deadline

We must receive payment at least five days before the start of the course. Late enrollments can be accepted on a case-by-case basis.

Apply Online

Choose your intake :

Cost

CHF 2 200

FAQ

Most asked questions

Payment methods

EHL uses the payment platform Flywire, which provides various payment methods, has no hidden bank fees, and offers favorable exchange rates. The link to the payment platform will be provided after the enrollment form.

Course structure

The course is delivered fully online allowing participants to study when they want.

The courses takes 5 weeks to complete and is composed of:
- 4 weeks of course content
- one week for the final assessment

Course content

The course is composed of recorded videos, interactive exercises, case studies and executive interviews.

Final assessment

At the end of each 5-week course, participants are required to take a final assessment. Upon successfully passing the assessment, participants get a certificate of completion.

Depending on the course, the assessment may range from multiple choice quizzes (MCQ), where only one answer is correct, to more open response evaluations, like a case study.

To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.

Retakes

Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.

Connecting to the platform

A couple of days before the start of the course, participants will receive their credentials by email and will be required to first change their password before being able to join our learning platform Moodle.

Certificate of completion

A certificate of completion, delivered by EHL, can be obtained at the end of each 5-week course, providing each final assessment is successfully passed.
Each certificate of completion is delivered electronically (secured pdf) with a unique ID associated to the participant. If a final assessment is failed, no certificate or document related to that course is delivered. Each course is independent from one another; failing a final assessment on one course has no implication on the other courses.

AEHL member discount

AEHL members are entitled to the alumni discount. To benefit from the discount, participants must enter their AEHL number in the discount field in the enrollment form. Please note this course already has a 10% discount applied. For full details about, please check the EHL Alumni Connect platform.

EHL Hospitality Business School

Route de Berne 301
1000 Lausanne 25
Switzerland