2018 Hong Kong PolyU Winter School®


Digital Marketing and Analytics


5-6 December 2018 (Wednesday, Thursday)


Dr Sangwon Park

Associate Professor
School of Hotel and Tourism Management
The Hong Kong Polytechnic University


In the digital economy, the communication between business and consumers has been substantially influenced by the advancement of new technological platforms and digital media. Hospitality and tourism marketers are required to approach their targeted customers through the right media, at the right moments, and with the right messages. It is essential for managers to evolve their marketing strategy along with the fast-growing digital economy. In fact, the marketers face challenges to use marketing tools by analyzing massive consumer data available and adjust their decision-making processes in a more efficient way. Based on the Marketing 4.0 landscape and current practice in hospitality and tourism industry, this module will cover digital marketing and analytics, smart hospitality practices now in the future, media and communication planning. This module will help participants embrace data analytics aiming at converting data into valuable insights.