The Cornell University School of Hotel Administration (SHA) is launching a new hospitality marketing course in collaboration with Sabre Hospitality Solutions, a leading global hospitality technology and marketing company. SHA faculty and Sabre executives have co-developed the content for HADM 6471: Hospitality Marketing with Evolving Media: Social, Mobile, and Search, which will be offered for the first time during the 2012 spring semester.

The course will expose students to the latest developments in electronic marketing media for the hospitality industry, focusing on social media, mobile media, and search engine marketing. Students will learn the theories of network-based, integrated marketing communication and the practical, real-world application of strategies, tactics, and technologies used in this fast-evolving field. Bill Carroll, senior lecturer in services marketing, Rob Kwortnik, associate professor of services marketing, and Felix Laboy, president and general manager of Sabre Hospitality Solutions and a 1986 graduate of SHA, will facilitate the course.

“Sabre Hospitality is an award-winning company that finds technology solutions for some of the top brands in the hospitality industry, and we are excited to have them as the first industry sponsor of this course,” said Steve Carvell, associate dean for academic affairs, SHA. “By collaborating with Sabre, we have a unique opportunity to build a bridge between theory and practice and present students with the most up-to-date practices in new marketing media.”

“The use of new media has been growing rapidly in the hospitality industry. In this new course, we are not only teaching students to use emerging technologies effectively, but we are also laying the foundation for students to be able to evaluate and understand future electronic marketing media applications,” said Laboy.