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Hospitality Marketing

Certificate ID: SHAC5
Take a marketing initiative from concept to concrete plan by gathering data, identifying strategic opportunities through analysis, and creating a marketing plan to guide execution.

Description

Marketing is about identifying, creating, and delivering value to customers. The Certificate in Hospitality Marketing from Cornell University’s School of Hotel Administration is designed to develop the essential skills necessary to conceive, create, and write a strategic marketing plan.

The courses in this certificate series focus on data-driven methodologies for gathering and analyzing marketing data, using that data to make decisions, using marketing analysis to identify strategic opportunities, creating the marketing positioning, and creating a marketing plan to guide execution. The courses emphasize practical application of concepts, strategies, and tactics that can be immediately used in the workplace.

The Certificate in Hospitality Marketing equips participants with the skills, tools, and methodologies they need to take a marketing initiative from the concept stage to a robust marketing plan.

Who Should Take This Certificate?

The Certificate in Hospitality Marketing is designed for hospitality marketing professionals responsible for directing or implementing marketing research or the creation of strategic marketing plans.

Enrollment

$3488 - Buy now and pay only $3139.00 (Save $349!)

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To register, click 'Add to Cart' at right, or contact an Enrollment Counselor at info@ecornell.com or 1-866-eCornell (+1-607-330-3200 from outside the United States).

Certificate programs are eligible for eCornell Payment Plans. Discounts are available for military personnel, veterans, and Cornell University Alumni. eCornell programs are not eligible for financial aid or federal Pell Grants. Contact an enrollment counselor for more information.

Courses in this Certificate

Data Gathering and Analysis in the Hospitality Industry
- Making effective business decisions requires gathering and analyzing data. In the hospitality industry we have access to significant amounts of data about customers, buying patterns, pricing, occupancy rates, etc. With a solid understanding of basic statistical analysis, a manager can begin to make sense of all these numbers and extract meaningful business information. A critical first step in many analyses is using surveys to gather data, and this course provides a step-by-step approach to creating and using surveys in your organization. This course also uses hospitality scenarios and hands-on exercises and labs to provide you with the skills needed to gather, describe, and analyze data.
  Course Description
Statistical Decision Making for Hospitality Managers
- Being able to discern meaningful and statistically significant trends in your organization’s data will allow you to make more effective decisions. For example, do your company’s sales correlate with the age or income level of the buyer? How might the answer affect your marketing and promotion plan and budget? This course presents several hospitality scenarios designed to help you answer these questions. You will learn about correlation, regression, and probability - tools that will help you predict future behavior based on existing data. The course includes several hands-on activities and labs to reinforce the key concepts.
  Course Description
Marketing Analysis in the Hospitality Industry
- The first in a two-part series, this program provides a basic understanding of marketing analysis in the hospitality industry as the first step in a process that evolves from the strategic to the tactical. Through case studies and real-life examples, you will gain an understanding of marketing's role in the organization as a strategic initiative, central to the organization's ability to identify and satisfy customers.
  The program introduces the marketing process continuum, discusses key value drivers for customers in the hospitality industry, and provides hands-on practice in conducting marketing research. You'll learn how to collect and interpret data, analyze customer behavior, and perform a SWOT analysis. This is the first stage in the development of a marketing plan that defines the organization's business strategy.
  Course Description
Marketing Planning in the Hospitality Industry
- This is the second course in a two-part series. This course teaches you how to design, develop, implement, and evaluate a comprehensive marketing plan. Through a program-long case study and numerous anecdotal examples, you will learn how to identify a target market and develop a marketing mix (involving product, price, promotion, and place) specific to that market and its particular needs. You'll investigate advertising, direct mail, public relations, and sales promotion strategies designed to reach and retain your target customers and increase your market share.
  Segmenting markets and targeting customers is becoming increasingly vital to success in the hospitality industry. This course will help you determine market positioning and create an appropriate marketing plan. Make better decisions about marketing issues from pricing and advertising to menu design and guest-frequency series.
  Course Description

Accreditation

Participants who successfully complete the four required courses in the series receive a Certificate in Hospitality Marketing from Cornell University’s School of Hotel Administration.

Technical Requirements

With all eCornell courses, access is easy. Participants only need a computer and an Internet connection. To view specific technology requirements, visit our Technology Requirements page.