vcc.ca
HOSP 4102: Digital Marketing in Hospitality
Effective date
September 2026
Department
Hospitality Management App Deg
School
Hospitality, Food Studies and Applied Business
Description
This course examines issues and strategies related to digital media and branding in the hospitality arena. Specifically, it addresses how the marketing landscape has evolved into one where the customer has an active say in the service or product they are purchasing. This course explores the involvement, immersion and interactive engagement between the customer and the service provider through digital channels. Using digital marketing tactics and tools such social media, we will analyze the strategies companies are now employing to actively engage their customers.
Credits
3.0
Year of study
4th Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Describe how digital media fits within a corporate marketing plan.
- Evaluate the effectiveness of an organization’s existing social media policy.
- Explain ways companies can utilize social networking communities for branding and promotion purposes.
- Explain the role that co-creation and immersion have in digital media and marketing strategies.
- Describe the social publishing channels and their unique characteristics.
- Design digital creative content that is in line with brand standards using current available design tools.
- Apply the terminology used to track and analyze social media results and Return on Investments (ROI).
- Apply ethical decision making and culturally responsive strategies when managing social media and communications with customers.
Prior Learning Assessment & Recognition (PLAR)
To learn more about the PLAR pathways for this course review the Bachelor of Hospitality Management Program Content Guide.
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Presentations, class discussions, online research, case studies, guest speakers, computer lab sessions, group work, individual assignments
Grading System
Letter Grade (A-F)
Passing grade
D (50%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Participation, preparedness and presence |
|
Assignments |
30 |
Range of assignments on course concepts |
|
Assignments |
15 |
Homework |
|
Project |
35 |
Content Creation Project |
|
Reflect |
10 |
Learning Reflection |
Course topics
- Company branding and social content creation
- Immersion, co-creation and customization
- Digital Marketing Budgets
- Evaluating Websites
- Search Engine Optimization
- Search Engine Marketing
- Keyword Search
- Effective Digital Ad Campaign design
- Social Media Policy
- Available Social Media tools
- Social commerce and e-commerce.
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.