Stockton Hospitality Management Students Develop a Social Media Marketing Plan for Seaview Hotel Management

By Michael Scales, Professor of Hospitality, Tourism and Events Management, Stockton University; Mike Tidwell, Director of Sales & Marketing at Seaview Hotel; and Stockton Students: Miracle Aboagye, Dylan Buonacquista, Keiran DaSilva, James Miller, Monica Lennon, Hemely Pena-Romera, Olivia Wagner and  Nicole Zacchi 

Students from the Hospitality, Tourism, and Events Management Program at Stockton University recently partnered with Seaview Hotel Sales Management in Galloway to develop and present a comprehensive social media marketing plan focused on the hotel’s restaurant operations.

The experiential learning project was launched in October when Dr. Michael Scales and his students met with Mike Tidwell, Director of Sales & Marketing at Seaview Hotel. Students were challenged to design a targeted social media campaign that aligned with Seaview’s brand, business goals, and customer demographics.

Throughout the semester, students conducted in-depth research on the strengths and benefits of major social media platforms, including Instagram, TikTok, YouTube, and Facebook. They examined how each platform reaches different audiences and supports specific marketing objectives, then offered tailored recommendations based on Seaview’s target markets and overall marketing strategy.

Students also analyzed comparable hospitality operations, reviewed competitors’ social media activity, and evaluated the impact of digital marketing within the hospitality industry. In December, the project culminated in a professional PowerPoint presentation delivered to Seaview Hotel’s Sales and Management team. Hotel leadership was highly receptive to the students’ ideas and engaged actively with each recommendation.

“This was a great experience for everyone involved,” said Dr. Scales. “I certainly learned as much as the students and the managers. Practical utilization of social media is a skill these students understand exceptionally well. The managers truly appreciated the thoughtful, research-driven work the students produced, and it’s a practical experience they will not soon forget.” 

Students echoed that enthusiasm. “This was so interesting. I wanted to keep working on this project after the semester was over. I plan to reach out to the managers to see if I can help them moving forward,” said James Miller, Hospitality Marketing student.

The collaboration highlights Stockton University’s commitment to experiential learning by connecting students with industry professionals and providing real-world opportunities to apply classroom knowledge to hospitality marketing challenges.