A new Penn State Executive Programs offering for executives in the hospitality industry will help participants understand how to use Big Data and employ digital marketing strategies to increase performance on many levels. The program, Big Digital Marketing for Hospitality, will run on Oct. 2 and 3 in Philadelphia at the Philadelphia Marriott Downtown.
Aimed at sales and operations executives responsible for product and service delivery as well as customer service, the program will cover Big Data basics, digital marketing strategies, online advertising methods and legal ramifications. Participants will also learn to better navigate social media to shape the organization's image and brand.
"Information technology represents one of the largest areas of capital expenditure within the hospitality industry," said Maria Taylor, managing director of Penn State Executive Programs. "Through this program, participants can begin seeing Big Data as a strategic enabler from which can come service enhancements, product differentiations and new revenue streams."
To make this program possible, Penn State Executive Programs has used its university-wide and external networks to bring together a group of faculty leaders who are experts in their field. Pete Nyheim, senior instructor of technology in Penn State School of Hospitality Management, will serve as the program's faculty director.
Other faculty leaders include Josh McHugh, ceo of Attention Span Media and co-founder of Fanatical; Howard Foster, consultant and former ceo of Media Trust; Michael Pilion, founding partner of the global outsourcing, technology and commercial transactions practice at Morgan, Lewis & Bockius LLP; Odia Kagan, associate in the Corporate and Securities Practice Group at Pepper Hamilton LLP; and Frederic Wilf, managing partner, Wilftek LLC.
Pilion, Kagan and Wilf will serve as legal experts on a panel discussing the legalities of digital marketing practice.
"Along with our partners in the Penn State Hospitality Leadership Institute, we're excited to offer this very timely program on implementing digital marketing strategies in the hospitality industry," said Taylor. "Our extensive academic and professional networks allow us to respond quickly to these kinds of niche business needs with programs that offer the latest in industry knowledge."
To learn more about the program and to register, visit www.smeal.psu.edu/psep/open/bdmh/big-digital-marketing.