Delivery
Online
Online
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.
Credentials
Certificate of Completion
Duration
5 weeks / 8 hours per week
Language
English
Price
CHF 2,200
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.
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.
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.
- The content is based on the modules delivered in EHL’s MBA in Hospitality program.
Course content
21 Readings
2 Interactive Exercises
2 Industry Experts Interviews
Syllabus
5 weeks online courses
1
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)
2
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
3
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.
Is this course right for me?
A Program Advisor will get back to you with feedback or suggestions.
Who should apply ?
- Marketing is becoming increasingly data-driven. By learning about it you can improve your return on investment and maximize the impact of your campaigns.
- You can gain a competitive edge by using data to make informed decisions that can drive better results.
- Stay current with the latest marketing trends and practices.
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.
FAQ
Most asked question
Payment methods
EHL uses the payment platform Flywire which provides various payment methods, with no hidden bank fees and offers favorable exchange rates. The link to the payment platform will be provide 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.
The content is based on the modules delivered in EHL’s MBA in Hospitality program.
Final assessment
At the end of the 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, participant will receive their credentials by email and will be required to first change their password before being able to joining our learning platform Moodle.
Certificate of completion
The certificate of completion is delivered by EHL upon successfully passing the final assessment. The certificate of completion is delivered electronically (secured pdf) with a unique ID associated to the participant.
If the final assessment is failed, no certificate or document are delivered.
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. For full details about, please check the EHL Alumni Connect platform.