Services Marketing Planning and Management
Services marketing is often viewed in terms of its outcomes, such as advertisements and sales promotions, but services marketing is actually an analytic process. In this course, you will analyze modern service-centric marketing: the frameworks, tools, decision factors, and strategies that support marketing decisions.
Authored by Robert Kwortnik from Cornell University’s School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process.
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...
- Assess the role of marketing in your organization and determine where you’d like to go
- Explain how your organization might succeed or fail in the marketplace
- Identify how your organization can best counter external challenges and overcome internal ones
- Focus on the customer experience as the core of the service brand
- 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.