School of Hotel Administration

Evaluating Business and Customer Factors Affecting Marketing Decisions for Services

Available dates

Nov 20, 2019
USD 769
Dec 18, 2019
USD 769
Jan 15, 2020
USD 769
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About the course

Having a clear picture of the business environment and understanding how your target customers behave is essential to make services marketing work. Knowing your market and assessing consumer demand can help inform and guide your marketing strategies.

In this course, you will explore the role that micro and macro forces play when conducting a situation analysis. You'll also take a deep dive into what drives consumer behavior.

Key Benefits

Participants who complete this course will be able to...

  • Perform a situation analysis of micro forces
  • Perform a situation analysis of macro forces
  • Analyze consumer behavior

Topics Include

Module 1: Performing A Situation Analysis of Micro Forces

  • Identifying Key Competitors
  • Understanding Competitive Structure, Barriers to Market Entry and Exit, and Competitive Positions

Module 2: Performing a Situation Analysis of Macro Forces

  • What is a SWOT Analysis?
  • What is Environmental Scanning?

Module 3: Analyzing Consumer Behavior

  • The Study of Consumer Behavior
  • A General Model of Consumer Behavior
  • Understanding Consumer Complaint Behavior

Who should attend

This course is appropriate for services marketing and operations professionals; industry professionals interested in analyzing services marketing data to make strategic decisions; services marketing managers and professionals who interact directly and communicate with customers; and product marketing professionals transitioning into a marketing role in service-centric firms.

Trust the experts

Robert Kwortnik

Biography 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 researc...


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