Comprehensive course analysis
Who should attend
- Hospitality marketing and operations professionals
- Industry professionals interested in analyzing hospitality marketing data to make strategic decisions
- Hospitality marketing managers and professionals who communicate with customers
About the course
The Advanced Hospitality Strategic Marketing and Brand Innovation Capstone, part of the Cornell Professional Development Program, is the on-campus component that results in the completion of your advanced certificate. It takes place at the Cornell University campus in Ithaca, NY, at the renowned School of Hotel Administration.
Over four intensive days, you will tackle marketing and brand challenges and collaborate with a network of peers to expand the foundation of your hospitality knowledge.
Days 1 and 2: Creating Value Through Strategic Hospitality Marketing
In this on-campus faculty-led intensive, you'll engage with 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, you'll 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 around the globe. You will walk away with new ideas to significantly improve your business practices then apply these ideas, concepts, and principles from best-practice examples to develop innovative and profitable solutions.
Days 3 and 4: Hospitality Brand Innovation
Brands have become the central organizing principle of most hospitality organizations, guiding every decision and every action. Combining the latest in thought leadership with experiential exercises and case studies, you'll explore how to manage a brand for increased customer loyalty, market advantage, and profitability. Using a proprietary 8P hospitality brand innovation model along with case studies, insights from published research on brand management, and in-class exercises, you'll engage with the essential elements of creating, sustaining, and strengthening your brand.
Key course takeaways
- Apply concepts of strategy and strategic planning, with an understanding of how both guide all marketing decisions
- Explore the use of consumer research as the foundation of strategy development
- Increase profitability by leveraging marketing activities that hotels use to influence the building blocks of competitive advantage
- Assess the role of customer experience management in designing and implementing brand strategy
- Explore how marketing media (search, social, mobile) affects consumer choice and marketing strategy
- Define important concepts and principles for developing, managing, and growing brands
- Diagnose and analyze contemporary brand management challenges facing hospitality brands to develop innovative, practical, and profitable solutions
Chekitan S. Dev is professor of marketing at Cornell University''s School of Hotel Administration in the SC Johnson College of Business. Since 1986, Professor Dev has taught over 15,000 students and executives both on campus and throughout the world. He is internationally recognized for his teach...
Rob Kwortnik, associate professor of services marketing, joined Cornell's faculty after earning his PhD in business administration from Temple University in 2003. He also earned a BA in journalism from Temple and an MBA from California State University, Northridge. Kwortnik's research focuses on ...
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