ecornell Online Professional Development Programs

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eCornell Online Professional

Development Programs

Certificate Program in

Hospitality Marketing

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Certificate Program in

Hospitality Marketing

Certificate Information

This certificate program is comprised of 6 online courses:

HAME515: Data Gathering and Analysis in the Hospitality Industry

HAME516: Statistical Decision Making for Hospitality Managers

SHA501: Marketing Fundamentals for the Hospitality Industry

SHA502: Conducting Effective Hospitality Marketing Research

SHA503: The Hospitality Marketing Mix: Product and Price

SHA504: The Hospitality Marketing Mix: Place and Promotion

Accreditation

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

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Certificate Overview

Take a marketing initiative from concept to executable plan. Gather and analyze data, identify strategic opportunities, and develop campaigns to convert prospects into paying customers.

Description

Marketing is about attracting and holding the attention of potential customers. This requires a series of sustained and coordinated efforts, and most certainly requires a formal plan. Any

successful marketing plan is built around the answers to these three key questions: Who are our ideal customers?

How do we attract and hold their attention?

Is our value proposition appealing enough for them to become paying customers? With those questions in mind, build a strategic marketing plan that best reflects your

company’s goals and objectives. First, gather and analyze data to identify opportunities and potential customers. Then design and create a series of campaigns that will create

brand recognition and appeal to your target market, ultimately motivating them to become paying customers.

The Certificate in Hospitality Marketing from Cornell University’s School of Hotel Administration is designed to develop the background and skills necessary for

you to conceive and create a successful marketing plan, from initial concept to final execution.

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 a marketing position; and a plan to guide execution.

The courses encourage the practical application of these concepts, strategies and tactics so they can be used in the workplace.

Who Should Enroll in This Certificate?

Hospitality marketing professionals responsible for market research and/or the creation of strategic marketing plans. Professionals who

want to learn data-driven methodologies for gathering and analyzing marketing data.

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Data Gathering and Analysis

in the Hospitality Industry

HAME515

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately 5-6 hours over a period of 2 weeks for each course.

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Description

Good decision-making starts with the gathering of information and thorough data analysis. In the hospitality industry there is a significant amount of information available about customers, their buying patterns, desired pricing, occupancy rates, and much more. With a basic understanding of

statistical analysis, a hospitality manager can extract meaningful information from data and better position the business for success in the marketplace.

A critical first step in many analyses is surveying to gather data, and this course provides a step-by-step approach to creating and using surveys effectively in your organization. This course

also explores hospitality scenarios and hands-on exercises to further sharpen your analytical skills.

Who Should Take This Course?

This course is designed for managers and individuals at any level who need to analyze data for their organization—especially those responsible for project and business planning,

market research, revenue management, or designing customer or employee satisfaction surveys.

Benefits to the Learner

After completing this course, participants will be able to: Discuss applications of statistics in the hospitality industry

List common ways in which statistics can be misused to distort or misrepresent data

Apply the appropriate graph for a given data set

Calculate, define, and apply descriptive statistics including median, mean, and standard deviation

Use Excel's display and analysis tools for graphs, PivotTables, descriptive statistics, and optimal problem solutions

Describe the normal distribution

Describe and select appropriate methods of gathering data Choose appropriate survey methods

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Statistical Decision Making

for Hospitality Managers

HAME516

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Total Learning Time

Approximately 5-6 hours over a period of 2 weeks for each course.

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Description

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? In this course you’ll explore several hospitality scenarios that will help you answer these questions and prepare you to make informed

decisions based on statistical analysis.

Being able to observe and define meaningful and statistically significant trends in your organization’s data will help you to make more effective decisions. Being able to distinguish

significant from insignificant data is especially important.

You will learn about correlation, regression, and probability—concepts that help you anticipate future behavior based on existing data. Hands-on activities and labs go further to reinforce key

concepts and put theory into practice, ultimately preparing you to make smart, statistics-based decisions at your workplace.

Who Should Take This Course?

This course instructs managers and individuals to analyze statistical data for their organization—especially those responsible for project and business planning, market

research, revenue management, or designing customer or employee satisfaction surveys.

This course is the second in the two-course "Statistical Decision Making" program. eCornell strongly suggests that students complete the first course in this program,

"Data Gathering and Analysis in the Hospitality Industry," prior to enrolling in this course.

We also recommend this course to those who have completed or plan to complete eCornell courses in scenario planning, hospitality marketing, and

restaurant revenue management.

Benefits to the Learner

After completing this course, participants will be able to: Calculate and define correlation and regression

Calculate the probability of a given event occurring Determine if the results of a data analysis are statistically significant

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Marketing Fundamentals

for the Hospitality Industry

SHA501

Authoring Faculty

Judy Siguaw, D.B.A.

Sponsoring School

Total Learning Time

Approximately 3 to 6 hours over a period of 2 weeks for each course.

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Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell

sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting

referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into

practice. This course prepares you for leadership and success in hospitality marketing.

Who Should Take This Course?

This course is designed for hospitality professionals transitioning into the marketing field and marketing professionals who seek to broaden their marketing expertise by getting

back to basics.

Benefits to the Learner

After completing this course you will be able to: Make clear and effective marketing choices

Apply the fundamental concepts of marketing to the development of a marketing plan

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Conducting Effective Hospitality

Marketing Research

SHA502

Authoring Faculty

Judy Siguaw, D.B.A.

Sponsoring School

Total Learning Time

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Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company’s products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any

marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of

market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You’ll also identify potential conflicts between a

consumer’s perception of a product or service and the way a marketer may position it. Learn what to sell, to whom and how to promote those products and services with market

research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

Who Should Take This Course?

This course is designed for Hospitality professionals who wish to learn how to conduct effective market research.

Benefits to the Learner

After completing this course you will be able to: Conduct an environmental analysis

Develop an effective marketing strategy

Use a SWOT analysis to guide strategic planning Identify a target market for a product or service

Use a positioning map to determine a strategic position

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The Hospitality Marketing Mix: Product and Price

SHA503

Authoring Faculty

Judy Siguaw, D.B.A.

Sponsoring School

Total Learning Time

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Description

Marketing success requires both careful analysis and smart planning. You must identify target markets, strategically promote to customers, and ensure that the product design, price and presentation line up with client needs and perception of value.

Because these issues are so critical—product design, pricing, promotion, and

place/distribution—they are constantly evaluated and reevaluated by marketers as the set of factors and decisions known as the “marketing mix”.

In this course, you focus on a key market segment for one product (or service) and attempt to increase its probability of purchase by focusing on product, price, place, and promotion.

Explore product life cycles, new product development, product innovation and adoption, and how service quality is measured. You learn about tailoring the product, the price, the place,

and the promotion to arrive at an optimal “marketing mix” for your business.

Who Should Take This Course?

This course is designed for hospitality professionals who are responsible for the design and pricing of products and services.

Benefits to the Learner

After completing this course you will be able to:

Achieve the desired balance between the service concept and the market segment

Implement processes for new product development

Choose a branding strategy for a particular product or service

Design and execute a pricing strategy for a particular product or service Design and implement discounting tactics and strategies

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The Hospitality Marketing Mix:

Place and Promotion

SHA504

Authoring Faculty

Judy Siguaw, D.B.A.

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

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Description

In marketing, the concept of "place" refers not only to the physical location of your business, but also to distribution channels through which target markets are reached.

The old business adage "location, location, location" still rings true as a reliable determinant of success, especially in hospitality. But with the emergence of online travel agencies, package

travel, and intensified, highly targeted tourism marketing attracting customers has become far more complicated than just a few years ago. By developing a more modern concept of “place”,

you gain new advantages in reaching target markets.

Technology and the “information overload” environment present difficult challenges and new opportunities to promote to potential customers. This course covers advertising, professional

selling, sales promotion, direct marketing, and public relations. As you discover through coursework, the process of defining your target market is inextricably linked to your decisions

about promotional methods and channels.

Who Should Take This Course?

This course is designed for hospitality professionals who wish to learn about promotion design as it relates to target market demographics.

Benefits to the Learner

After completing this course you will be able to:

Choose an appropriate location for a hospitality organization

Choose a distribution channel appropriate to a specific property or product Create a promotional plan for a hospitality product or service

Design an effective, product-specific advertising campaign Execute and evaluate a public-relations campaign

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ecornell Online Professional Development Programs