Digital Marketing Concentration—Master of Management in Hospitality
The Master of Management in Hospitality (MMH) with a Digital Marketing concentration prepares you to excel in the fast-paced, digital-driven hospitality industry. With most consumers now researching and booking their travel online, businesses must adapt their marketing strategies or risk falling behind. This program equips you with the skills to lead in this dynamic environment, from crafting effective campaigns to targeting the right customer segments.
About the Digital Marketing Concentration
MMH students focusing on Digital Marketing explore creative and analytical strategies tailored to the hospitality sector. Courses cover everything from social media outreach and SEO to customer segmentation and campaign development. Through a mix of required and specialized courses, students learn to:
Develop and implement targeted marketing strategies.
Track and engage with digital audiences.
Apply best practices in online marketing, search engine optimization, and social media management.
Build a professional portfolio through real-world projects with input from industry professionals.
MMH Degree Structure
Full-time students seeking to earn an MMH degree with a Digital Marketing concentration operate on a one-year track, in which they must complete 32 total credits (eight courses). This program begins in the fall semester with four required introductory courses. By the spring, students have selected their concentration and proceed to their respective specialized coursework paths.
The summer semester involves a 300-hour internship requirement. Because many MMH students already work in the hospitality industry, students with substantial, relevant experience may be able to waive this requirement.
Required MMH Classes—4 Courses (16 Credit Hours)
All students first need solid footing in the workings of the hospitality industry. The MMH degree’s required courses lay down this baseline. Courses HF701, HF711, HF762, and HF733 cover all the tools for analyzing and enhancing operations and key hospitality-relevant strategic skills. Students further master:
Accounting and financial skills for understanding balance sheets and income reports, in reference to business planning and decision-making
Basic marketing skills needed to examine and improve revenue, profits, and customer loyalty
Hospitality-specific management skills needed to identify and nurture talent and move forward in a growing, ever-changing industry
Read full course descriptions for all required classes on the MMH Curriculum page.
Digital Marketing Concentration Courses—3 Courses (12 Credit Hours)
In the Digital Marketing concentration, students learn to identify target customers, craft engaging user experiences, and convert interest into sales. Building on MMH core courses, students apply advanced concepts through real-world projects and internships. Three concentration courses and an elective cover key areas, including:
Conducting primary and secondary research to identify target markets
Identifying challenges and solutions that might differ from a client’s initial goals
Understanding common digital outreach methods to connect with each target market
Developing strategic plans to achieve marketing objectives and carry out creative solutions
Oral, written, visual, and digital communication skills applicable to the hospitality industry and beyond
SHA HF 762 Strategic Marketing (4 cr)SHA HF 667 Fundamentals of Digital Content Development (4 cr)SHA HF 768 Digital Marketing Strategies (4 cr)
The School of Hospitality Administration (SHA) designs the MMH degree to be completed on a full-time, one-year timeline. However, because many of our students work day jobs in the hospitality industry and aspire to management-level responsibilities, SHA offers part-time MMH course loads on a case-by-case basis.
Part-time MMH courses scheduled in the evenings conveniently fit into a working adult’s busy lifestyle. The typical part-time MMH student takes one to two classes per semester, beginning with the required classes before completing all concentration courses, and finishes up their degree in two years.
Career Opportunities for MMH Students
Located in Boston, a hub for the hospitality industry, students have access to a wealth of career opportunities. The Career Services team and Marriott Career Center provide support through workshops, corporate recruitment, and personalized coaching. Whether you aim to manage digital marketing efforts at a hotel, resort, or restaurant, the skills learned here can open doors to roles like:
Digital Marketing Manager
Social Media Strategist
Market Research Analyst
Communications Manager
Content Marketing Specialist
Our Career Services, in collaboration with the Marriott Career Center, helps students explore all the possibilities this city offers. As you complete your MMH degree, stop by for workshops, corporate recruitment periods, and additional hiring opportunities.
Our MMH Alumni Profiles show how our graduates have applied their degrees and knowledge.
Apply to Our MMH Program
Interested in earning an MMH degree with a Digital Marketing concentration? Along with filling out an application, all prospective students must provide:
An undergraduate transcript
At least two letters of recommendation
A resume or CV
A one- to three-minute video
A written personal statement
The MMH program does not require GRE, GMAT, or other standardized test scores. International applicants, however, must take the TOEFL or IELTS to demonstrate English proficiency. Students must receive an 84 or higher on the TOEFL or at least a 6.5 on the IELTS.
Learn More About the MMH Degree—Digital Marketing Concentration
Do you see yourself directing a hotel’s visibility, customer outreach efforts, and digital presence? An MMH degree with a Digital Marketing concentration can place you closer to your long-term career goals.
