Internal and External Digital Marketing Integration

This week’s topics

Internal and External Digital Marketing Integration

1. Alignment of external brand messaging with internal culture
2. Employee advocacy and internal digital communication platforms
3. Digital touchpoints across the guest journey
4. Delivering consistent brand promises in hospitality
5. Amplifying Employee Voices through Internal Communication - Masterclass
6. 27 Managing the Customer Experience: From Touchpoints to Loyalty Drivers
7. Brand Promises: Why Your Coke Always Tastes the Same

What you will be able to do

• 3.2 Assess the relationship between external digital marketing and internal digital marketing in tourism and hospitality businesses.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: assess the relationship between external digital marketing and internal digital marketing in tourism and hospitality businesses.

Study materials

Videos

• Amplifying Employee Voices through Internal Communication - Masterclass · YouTube · Staffbase · 7 min · for registered students
• 27 Managing the Customer Experience: From Touchpoints to Loyalty Drivers · YouTube · Marketing Insights · 7 min · for registered students
• Brand Promises: Why Your Coke Always Tastes the Same · YouTube · Professor Wolters · 4 min · for registered students

Further resources

• Internal marketing for internal consumer satisfaction and customer orientation · Reading · Reading, article · for registered students
• All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
• Workplace Software and Skills, ch. 15.1: Microsoft 365 collaboration and integration · PDF · OpenStax, textbook chapter; pp. 954–961 · for registered students