Building a Resilient Services Marketing Information System
You need relevant and accurate information in order for your services marketing efforts to succeed. Without it, every decision you make will suffer from bad input.
In this course, you will learn when to use internal or external market data and when to conduct your own primary research. You’ll discover how the STP process translates your analysis and research findings into a positioning strategy that appeals to the right target market at the right time and at the right price.
Who should take this course?
This course is ideal for hospitality marketing professionals responsible for market research; industry professionals interested in learning to gather and analyze marketing data; and marketing professionals who seek to enrich their expertise by revisiting the fundamentals and exploring the dynamic field of marketing from a new perspective.
Participants who complete this course will be able to...
- Identify the components of a services marketing information system
- Conduct services marketing research
- Segment your market, target your customers, and position your service
- Robert Kwortnik, Ph.D., Associate Professor , School of Hotel Administration, Cornell SC Johnson College of Business
Estimated Hours to Complete Course: 6.0
About the School of Hotel Administration at the Cornell SC Johnson College of Business
The School of Hotel Administration at the Cornell SC Johnson College of Business is shaping the global knowledge base for hospitality management through leadership in education, research, and industry advancement. Accredited by the Association to Advance Collegiate Schools of Business (AACSB), the school provides management instruction in the full range of hospitality disciplines, educating the next generation of leaders in the world's largest industry. Founded in 1922 as the nation's first collegiate course of study in hospitality management, the Cornell School of Hotel Administration is recognized as the world leader in its field.