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Industry

Hospitality Leadership Through Learning
Industry

Marketing Analysis in the Hospitality Industry

Course Cost US$1,145
Number of Hours to Complete Course: 15
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This course is part of an Online Certificate.

Course Focus

The first in a two-part series, this course 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 course 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.

Who Should Take this Course?

Hospitality professionals who seek a better understanding of the elements of strategic marketing and the role it plays in making their operations more competitive.

Course Topics:

  • Identify the fundamental aspects of modern marketing
  • Define the relationship between customer value and marketing in the hospitality industry
  • Conduct an environmental analysis to develop an effective marketing strategy for an organization in the hospitality industry

Faculty

  • Judy A. Siguaw, D.B.A., Dean of Cornell-Nanyang Institute of Hospitality Management, Cornell-Nanyang Institute of Hospitality Management

Levels 1 2 

Course Format:

Our online courses take a problem-based approach to learning, and we build each course around realistic case studies and scenarios. All courses are self-paced, and are managed by an online instructor who leads the online discussions and is available to answer any questions about the course content. You will have a 4-week instructional period at the beginning of the course within which you will complete the required elements of the course. You will have access to the course content for an additional month following the instructional period.

Course sessions begin on Wednesdays.
Please choose from the following course start dates:

Course Code: DLP02MMK1

Completion of this course qualifies for 1.5 Continuing Education Units (CEUs).

  • 09 December 2009
  • 06 January 2010
  • 03 February 2010
  • 03 March 2010
  • 31 March 2010
  • 28 April 2010
  • 26 May 2010
  • 23 June 2010
  • 21 July 2010
  • 18 August 2010
  • 15 September 2010
  • 13 October 2010