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Big Digital Marketing for Hospitality Executives

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.You are not alone if you feel overwhelmed by the sheer number and constant change of digital marketing platforms. This exclusive, one-day executive program being delivered in Philadelphia is limited to 25 participants and will give you one-on-one access to scholars, practitioners, and experts so that you are prepared to make sound decisions for your business for years to come. 

Program Objectives

This program is designed for hospitality industry executives who wish to understand and successfully incorporate digital content marketing strategies effectively and efficiently. Participants learn big data basics, how to evaluate investments in digital marketing, best practices in digital platforms and content strategies, the ins and outs of on-line advertising, and legal and ethical considerations.

Who Should Attend

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


This program is being held at the Sheraton Philadelphia Downtown, 201 N 17th Street, Philadelphia.  A block of rooms is reserved at the hotel for those who require accommodations. Reservations can be made for the room rate of $129.00 at this Booking Website. Class size is limited to 25.

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 Executives with the ability to:

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

Value Created for You and Your Company

Digital marketing is a significant expense for your organization.  When used correctly, digital marketing can generate tremendous gains -- from service enhancements and product differentiation to new revenue streams. This program will help you navigate digital marketing and find new opportunities to differentiate and create competitive advantage.

Program Content

Big Data Basics

  • What exactly is BIG Data?
  • Tools for demystifying Big Data:  Hands on with Google Analytics

Social Media Management for ROI:  Converting “Likes” and “Re-tweets” to $$

  • ROI’s & KPI’s
  • Tracking
  • Optimizing

Tricks of the Trade: Social Media Platforms and Content Marketing Strategies

  • Facebook,  LinkedIn
  • Instagram, Tumblir, Vine, Twitter
  • Yelp and Trip Advisor

Evaluating Investments in Digital Marketing:  Don’t be Scammed!

  • What should I pay for?
  • Cost vs. benefits
  • RFP’s
  • Due diligence

The 6 Laws of Creating Compelling Content

  • Best practice in the hospitality industry
  • Benchmarking activity

Advertising and Reputation Management

  • Digital advertising: Claims vs. reality
  • Reputation management: The good, the bad, the super ugly

Legal Panel:  It’s Legal, but Not Good Business

  • How the US differs from the rest of the world
  • Privacy
  • Recommendations, Q&A

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


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

Faculty Directors

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

Mr. Brian Cliette, Instructor of Marketing and Social Media, School of Hospitality Management, Penn State

Faculty Leaders from Business and Industry

Mr. Howard Foster, Consultant; former CMO, MediaTrust

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

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


The program fee of $750 includes tuition, instructional materials, breaks, and lunch. Maximize the value of your learning for your organization.

Active military personnel, PSU alumni, and teams of three or more attending this program from one company are eligible for a 20% program discount. 

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" 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
    April 08, 2016
    Sheraton Philadelphia Downtown, 201 N 17th Street, Philadelphia