EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne

� Objective
On completion of this module, students will be able to design a sustainable customer intelligence
strategy based on two pillars: the identification of the changes in the consumer buying behaviour
from a psychological and sociological perspective and the application of different analytical and data
mining techniques to improve and support marketing strategies.
This implies that students should be capable of:
� Assessing and evaluating the impact of the factors affecting the consumers buying behaviour
and contributing to the emergence of new types of consumption
� Identifying relevant sources of customer information internally (CRM) and externally
(competitive intelligence tools, customer reviews websites, social media, etc.)
� Appling and using Data-mining tools (Modeler IBM-SPSS) to conduct predictive analysis in
the following fields: RFM analysis, churn analysis, customer retention analysis, basket and
Cross-selling analysis, direct marketing optimization campaign.
� Making viable recommendations and marketing decisions supported by facts and figures
produced by data-mining tools.
8343AC – Digital marketing
40 hours of contact – 4 US quarter credits - 6 ECTS credits
� Summary
This course provides, firstly, a foundation for "how and why" new digital media are changing the
marketing landscape. These media, e.g. the internet, mobile devices, are changing the marketing
concepts of time, distance, experience and social connections. Students will investigate the
opportunities, threats and issues that impact on this digital environment and further review the role
of the Internet, and other technologies, on the marketing mix of hospitality products and services in
creating value propositions for customers and strategic opportunities and competitive advantage for
organization by extending and developing new e-business models. Students will build on critical
areas, such as an improved quality of the digital experience, and exploit strategic opportunities to
provide personalisation and dynamic interaction with the customer. Students will further explore the
implications of implementing a digital marketing strategy.
� Objective
On completion of this unit, students should be able to; evaluate the impact of the digital
environments within the hospitality-marketing environment, critically appraise the role of the
Internet (and emerging technologies), on the marketing strategies of hospitality products and
services and formulate value propositions for customers and strategic opportunities for
organizations.
Students should therefore be capable to:
� Assess the impact of internet technologies on an organisation's external environment paying
particular attention to the competitive market place, competitors' strategies and executions
of digital marketing strategies
� Estimate e-service requirements and determine the relevance of CRM to digital marketing
� Define broad guidelines for developing and evaluating digital presence through effective
(website) design, navigation and search engine optimisation