Evaluating Business and Customer Factors Affecting Marketing Decisions for Services
For services marketing to work, you need to have a clear picture of the business environment and understand how your target customers behave. 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.
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...
- Perform a situation analysis of micro forces
- Perform a situation analysis of macro forces
- Analyze consumer behavior
- 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.