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Industry

Hospitality Leadership Through Learning
Industry

Strategic Marketing for Hotels and Restaurants

    Course Focus

    This course offers participants innovative and practical approaches for addressing strategic marketing challenges to improve revenue, profit, and customer loyalty. Through class discussions, case studies, and real-world examples, learn the latest applications of strategic thinking and analysis to marketing challenges facing the hospitality industry. Case studies and examples will be drawn from hotels, restaurants, and other world-class hospitality firms worldwide.

    Key Benefits

    Participants will take away new ideas to improve their business practices significantly. They will understand strategic-marketing concepts and principles, learn from “best practice” examples of successful companies, and apply the ideas, concepts, and principles to develop innovative and profitable strategies. They will also gain a framework for understanding how to develop a sustainable competitive advantage.

    Topics include:

    • Concepts of strategy and strategic planning, and how both guide all marketing decisions.
    • How to understand consumer research which is the foundation of strategy development.
    • The different activities firms undertake and how these “value chain activities” can be used to influence the building blocks of competitive advantage (size, customer responsiveness, quality, efficiency, innovation, and value) to increase profitability. Specifically, we will use case studies to show how marketing can influence each of the building blocks to increase firm profitability and gain a competitive advantage.
    • Corporate strategy initiatives used to expand the brand.
    • The emerging role of customer experience management for designing and implementing brand strategy.
    • Communicating the brand promise through integrated services marketing communications.
    • We will discuss how current practices are changing and how to prepare to profit from these changes.

    Faculty

    • Gerard Dionicio Gonzales, M.B.A., Adjunct Associate Professor, Nanyang Business School, Gonzales & Associates: Singapore, (January 14 - 16, 2010)
    • Robert Kwortnik, Ph.D., Associate Professor, School of Hotel Administration, Cornell University: Ithaca, New York, U.S.A., (July 5 - 7, 2010)
    • Gerard Dionicio Gonzales, M.B.A., Adjunct Associate Professor, Nanyang Business School, Gonzales & Associates: Singapore, (July 26 - 28, 2010)

    Level B

    The course content for the Singapore location will vary slightly from the Ithaca course content described above. Please see the following website for the Singapore course description: http://www.cni.ntu.edu.sg/programs/pdp/course_SMH.shtml

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