The marketing and analytics concentration provides students with in-depth knowledge of the marketing functions of hospitality businesses. Professionals in marketing and branding roles need strong analytical skills as they conduct market research, oversee multimedia advertising campaigns, and consult with outside agencies, promotional representatives and corporate executives.
Marketers and revenue managers currently evolve in an increasingly digital and data-driven environment. They are tasked to develop and implement strategies to maximize the business's revenues and profitability. On the basis of daily reports, they make predictions of demand and make distribution channels and pricing decisions. They also leverage the power of loyalty programs and optimize the entire guest acquisition phase; in partnership with travel agencies - on and offline - and other travel intermediaries.