Presented article deals with new marketing opportunities and emphasises on their projections into the curriculum of schools, specialised on tourism and hospitality/spa management. Special attention is paid to activities of Google, mainly to Google Online Marketing Challenge. GOMC is a global competition in which student teams implement various marketing campaigns. Competition can be applied especially in disciplines such as marketing, communication and information systems, business intelligence, etc. It allows students to gain practical experience with the latest trends in marketing.