Smeal Offers New Exec. Ed Program

The Executive Program at Smeal College of Business at Penn State University is offering a new program for executives in the hospitality industry that 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 October 2, 2014 to October 3, 2014, in Philadelphia at the Philadelphia Marriott Downtown.

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, 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.”

Penn State Executive Programs has utilized 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 cofounder of Fanatical; Howard Foster, consultant and former CEO of Media Trust; Michael L. 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 M. Wilf, managing partner, Wilftek LLC.

Pilion, Kagan, and Wilf will serve as legal experts on a panel discussing the legalities of digital marketing practice.

regions: Philadelphia

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