In Class Exercise - Dec 1

Determine if a hotel is maximizing its 3rd party listings - or competing.

1. Use screenshots on a PPT - annotated - to document your work.

2. Choose a hotel by brand name - I recommend an independent hotel

3. Conduct several searches in Google/Bing - by brand name, brand + location, hotel type + localization

4. What were the results? Was the hotel 1st on page 1, ahead of 3rd parties? Was the hotel visible on maps - in search results?

5. 3rd party analysis - look through your hotel's listings - is the text the same? Photos?

6. How does the hotel's own site differentiate from 3rd party sites? Text, offers, info?

7. Conclusions - what steps should the hotel take to:

• Make better use of its own website
• Maximize listings in 3rd parties

8. Go to Slideshare - you will have to register, but it is free

• Upload your PPT - sometimes this takes a few minutes
• Then embed the Slideshare in your blog

Congratulations - now you are published!

Stop Motion Video that Made a My Space Star

Quiz 1 - Videos 1 thru 5

The quiz is closed now - please plan to take each week's quiz on Tues PM or Wed - Thursdays the link is removed.

The passcode is MBA A

Prep for Session Dec 1

In addition to the assignments:
1. Article recap + blog post - cross comment
2. Video - online Brand Building
3. Internet jobs criteria research
there is a reading assignment

Please download and read this PDF Budget Planning for Online marketing - it is short, concise + excellent.

Source - Hospitality eBusiness
http://www.hospitalityebusiness.com/articles.php

As well, read this Cornell Hotel School case study on search marketing best practices - St. James Hotel Case Study

You may have to register to download the PDF, but it is easy and free + you will have access to Cornell’s research...a good thing.

A few companies that specialize in hospitality online marketing...worth looking at.

Hotel Internet Marketing in AU

A huge, global company TravelClick

Smaller, EU focused company Occupancy Marketing

My company Oneglobe Network we call it visibility performance.

text links

This is text link

Online CV

Where to go for online CVs

Survey - Skills Benchmark

Please take 10 minutes for a benchmark survey.

Click here to take survey

Market Segments are dead...Possible replacement categories

Social Technographics Explained

View more presentations from Josh Bernoff.

Welcome - Sylabus

SYLLABUS Digital Marketing for Hospitality

Course Code:	(CMH MBA 1 – Group A)
Title:	Digital Marketing for Hospitality
Instructor:	Liz Craig – eliz_craig@yahoo.com
Online Classroom :	http://digimarketingmba.blogspot.com/ Group A 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 – eliz_craig@yahoo.com
• 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



E.A Craig 11/2010