Applying new knowledge to real problems for measurable results.

Big Digital Marketing for Hospitality

From Penn State Executive Programs in collaboration with the Hospitality Leadership Institute within Penn State’s School of Hospitality Management.

In the hospitality industry, IT is redefining communications among employees, guests, and suppliers; changing the nature of business transactions; and increasing the technology needs and amenity expectations of guests. If not understood or used correctly, IT can create chaos and inefficiency, be a source of frustration, or an inhibitor to change. This two-day executive program being delivered in Philadelphia helps the hospitality leader embrace "Big Data" marketing technology and use it creatively to build strategy that capitalizes on new opportunities and wins over customers.

Program Objectives

This program is designed for executives working outside of information technology and marketing who wish to understand and successfully incorporate digital marketing into their organizational strategy. Participants learn big data basics, digital marketing strategies, on-line advertising methods, and legal ramifications.

Who Should Attend

This program will benefit upper-middle and senior level executives in both sales and operations who are responsible for product and service delivery and customer service.


This program is being held at the Philadelphia Marriott Downtown, 1201 Market Street, Philadelphia.  A block of rooms is reserved at the hotel for those who require accommodations. Reservations can be made at a dedicated Booking Website.

Program Benefits

This program will help you maximize revenue, occupancy and customer satisfaction as well as better navigate social media to shape your image and brand. Specifically, you will leave Big Digital Marketing for Hospitality with the ability to:

  • Understand and compare the major components of big data for the organization
  • Use digital marketing best practices in formulating strategy
  • Apply core analytical tools
  • Compete more effectively in on-line advertising
  • Comprehend possible legal components of privacy

Program Content

Participants will learn via lecture and action-learning exercises resulting in an action plan to quickly incorporate a new competitive strategy upon return to the office.

Big Data Basics to Better Understand Customer Behavior

  • Legacy systems
  • Present day overview
  • Samples of effective usage
  • Future trends

Digital Marketing for Competitive Advantage

  • The ‘new’ digital landscape components
  • Digital marketing strategies
  • On-line initial contact to revenue conversion
  • Digital best practices
  • Introduction to end-user analytics

Navigating the New Digital Advertising Arena

  • Overview
  • Current usage types
  • Shifting business models
  • Future trends in technology and usage

Understanding the Legalities of Digital Marketing Practices

  • Current US legal framework
  • How the US differs from the rest of the world
  • Privacy
  • Legal, but bad business practices
  • Recommendations

Note: This session will be led by a panel of attorneys specializing in privacy and security.

Value Created for You and Your Company

Within the hospitality industry, IT represents one of the largest areas of capital expenditure. Rather than viewing it as a painful expense, it can and should be viewed as a strategic enabler. When used correctly, tremendous gains can be realized--from service enhancements and product differentiation to new revenue streams. This program will help you de-mystify Big Data and find new opportunities to differentiate and create competitive advantage.

Faculty Leaders

The program is taught by faculty leaders from Penn State and a cadre of industry professionals. Each instructor has an extensive background in their area of expertise. Each brings to the classroom best-practice techniques and implementation processes for achieving results.

Faculty Director

Dr. Pete Nyheim, Senior Instructor of Technology, School of Hospitality Management, Penn State

Faculty Leaders from Business and Industry

Mr. Josh McHugh, CEO, Attention Span Media; Cofounder, Fanatical

Mr. Howard Foster,Consultant; former CMO, MediaTrust

Mr. Michael L. Pillion, Founding Partner, Global Outsourcing, Technology, and Commercial Transactions Practice, Morgan, Lewis & Bockius LLP

Ms. Odia Kagan, Associate, Corporate and Securities Practice Group, Pepper Hamilton LLP

Mr. Frederic M. Wilf, Managing Partner, Wilftek, LLC


The program fee of $1,750 includes tuition, instructional materials, breaks, and lunch.

We highly recommend and support team participation to maximize the impact of content and drive initiatives within your organization faster and more efficiently. Organizations that send three or more participants will receive significant savings. Teams also have access to the full resources of Penn State during and after the program.


Please register using the "Register for a Program" link above. We will be happy to hold a seat for you by calling (814) 865-3435. A reservation does not commit you to the program until you submit the registration form online.

    Program Dates
    There are currently no classes scheduled. Please contact us to register your interest.