June 1, 2021

The NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality Will Offer Executive Education Programs to Professionals in the Hospitality, Travel, and Tourism Sector That Are Tailored to Build Critical Digital Marketing Skills

Summer and Fall Certificates and Courses Taught by Industry Expert Max Starkov Will Focus on Guest Engagement, Acquisition, and Retention Marketing

New York, June 1, 2021—As the global post-pandemic recovery continues to unfold, the hospitality, travel, and tourism sector is seeing increasing signs of improvement and the prospect of new job opportunities. The landscape, however, has drastically changed and hotels now find themselves catering to digitally-savvy travel consumers who can be engaged, acquired, and retained only via advanced digital marketing and technology strategies and tactics.

To meet these evolving developments and to ensure mid- to C-suite-level executives are readied for the new opportunities ahead, this summer and fall, the NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality will be introducing Executive Education programs in the form of a certificate and courses that will ensure success in the new hospitality digital ecosystem. All program content will be taught by Max Starkov, a hospitality digital strategy, technology, and marketing executive and consultant, with 30+ years of industry experience. A 20% discount will be available for those who also register for the 43rd Annual NYU International Hospitality Industry Investment Conference, which will be held November 7-9, 2021 at the New York Marriott Marquis.

“These programs will provide participants with concrete digital marketing strategies and tactics, technology applications, tools, and solutions that can be used to create successful digital customer engagement throughout the guest’s Digital Customer Journey—from the Dreaming and Planning Phases to the Booking and Experiencing Phases to the Retention/Sharing Phase,” noted Nicolas Graf, Jonathan M. Tisch Chair, and associate dean of the Jonathan M. Tisch Center of Hospitality.

Those attending summer programs can choose from the Advanced Digital Marketing Strategies and Tactics in Hospitality, a three-part program that focuses on Guest Engagement Marketing, Guest Acquisition Marketing, and Guest Retention Marketing.

They also can choose to take any of the courses that comprise the Certificate separately: 

  • Guest Engagement Marketing will focus on designing digital marketing campaigns to engage customers in the Dreaming and Planning Phases of the Digital Customer Journey, including B2C and B2B Content Marketing, Social Media, Expert Knowledge Marketing, Digital PR, Blogging, Brand Ambassador Marketing, and Influencer Marketing.

  • Guest Acquisition Marketing will focus on developing digital marketing strategies to successfully acquire customers in the Booking Phase, achieving better results with less marketing, designing campaigns that utilize Google, SEO, SEM, Social Media, Metasearch, Email Marketing, and more, to support  guest acquisition.

  • Guest Retention Marketing will focus on designing digital marketing campaigns to engage customers in the Experiencing and Sharing Phases of the Digital Customer Journey, including Guest Messaging Marketing, Upsell Marketing, CRM Marketing, Loyalty Marketing, Drip Campaigns, Marketing Automation Initiatives, and Brand Ambassador Marketing.


The Tisch Center will also offer two additional Executive Education courses both virtually and in-person in the fall: Creating a High-Impact Hospitality Sales Strategy and Organization to Drive Growth and Hospitality Distribution Channel Management: Optimizing the Customer Experience. Recep “Richie” Karaburun, a clinical assistant professor with more than 20 years of experience, will teach these courses. He previously served as managing director, North America, of Roomer, an online peer-to-peer marketplace for travel.

For media inquiries, please contact Alka Gupta at aag13@nyu.edu or Paola Curcio-Kleinman at pck211@nyu.edu.

About the NYU SPS Jonathan M. Tisch Center of Hospitality
The NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality, now celebrating 25 years of academic excellence, is a leading center for the study of hospitality, travel, and tourism. Founded in 1995, the Tisch Center was established in response to the growing need for hospitality and tourism undergraduate and graduate education. Its cutting-edge curricula attract bright, motivated students who seek to become leaders in their fields.

Through its undergraduate degree in hotel and tourism management, its graduate degrees in hospitality industry studies, tourism management, and event management; a plethora of Professional Pathways programs; and its world-renowned hospitality investment conference, students gain the knowledge and the skill sets that enable them to manage change, to communicate, to thrive in complex work environments, and to advance the businesses of hospitality, travel, and tourism. The Tisch Center recently launched the Hospitality Innovation Hub (HI Hub), which will foster entrepreneurship and creative solutions for the industries it serves. The state-of-the-art facilities offer students, start-ups, established industry partners, and investors opportunities to learn, discover, innovate, and invest.

For more information about the NYU SPS Jonathan M. Tisch Center of Hospitality, visit sps.nyu.edu/tisch.

About the NYU School of Professional Studies
Celebrating 86 Years of Excellence in Applied Professional Education

For 86 years, the NYU School of Professional Studies (NYU SPS) has been a deeply respected institution of higher education that is grounded in applied learning. From its early years, training returning World War II veterans to fulfill the nation’s urgent need for skilled technical workers, it has evolved into a professional education powerhouse that offers 20 graduate degrees, 13 bachelor’s degrees for traditional and post-traditional students, four associate’s degrees, and a plethora of non-degree courses and credentials.

NYU SPS is a thought leader, and serves as an incubator for new ideas in industries that are constantly changing, including real estate, real estate development, and construction management; hospitality, tourism, travel, and event management; global affairs and global security, conflict, and cybercrime; global sport and sports business; publishing; marketing; public relations; project management; executive coaching and organizational consulting, human resource management and development, and human capital analytics and technology; management and systems; translation; and professional writing. It is focused on building skills that open doors to opportunities in emerging fields and global markets. NYU SPS faculty members are leading experts in their areas of discipline, with a hands-on approach that encourages students to push beyond their limits and to break new ground.

Home to some of the largest and most prestigious industry conferences in the world, including the Schack Institute of Real Estate’s Capital Markets Conference, REIT Symposium, and National Symposium of Women in Real Estate; and the Jonathan M. Tisch Center of Hospitality’s International Hospitality Industry Investment Conference, the School’s invaluable connections to industry leaders is a truly distinguishing factor in the education that it provides. Through career development services and resources provided by the NYU Wasserman Center for Career Development at NYU SPS, guest lecturers, site visits, participation in numerous conferences and events, and Global Field Intensives, students benefit from an NYU education that will set them apart. In addition, they have the opportunity to learn from and network with more than 30,000 NYU SPS alumni who live, work, and contribute to innovation in industry around the world. To learn more about NYU SPS visit: sps.nyu.edu.

PR Office Contacts

Paola Curcio-Kleinman

Alka Gupta