SHA02
Marketing Analysis in the Hospitality Industry
Conduct market research by analyzing competitors, collecting data, studying customer behavior, and performing a SWOT analysis. Translate marketing knowledge from a strategic to a tactical level.
Description
The first in a two-part series, this program provides a basic understanding of marketing analysis in the hospitality industry as the first step in a process that evolves from the strategic to the tactical. Through case studies and real-life examples, you will gain an understanding of marketing's role in the organization as a strategic initiative, central to the organization's ability to identify and satisfy customers.
The program introduces the marketing process continuum, discusses key value drivers for customers in the hospitality industry, and provides hands-on practice in conducting marketing research. You'll learn how to collect and interpret data, analyze customer behavior, and perform a SWOT analysis. This is the first stage in the development of a marketing plan that defines the organization's business strategy.
Who Should Take This Course?
Hospitality professionals who seek a better understanding of the elements of strategic marketing and the role it plays in making their operations more competitive.
Course Format
All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content.
This course contains the following modules:
- Introduction to Marketing—identify the fundamental aspects of modern marketing
- Applications of Marketing Principles—define the relationship between customer value and marketing
- Conducting Market Research—conduct an environmental analysis to develop an effective marketing strategy for an organization
Benefits to the Learner
After completing this course, participants will be able to:
- Define the primary role of marketing in an organization
- Define the concept of exchange and the marketing concept
- Define the four fundamental truths of marketing
- Define the terms strategy, strategic window, value, and the key characteristics of services
- Define the servuction model
- Define marketing research and the six steps of the marketing research process
- Define market segmentation and its basic criteria
- Apply a SWOT analysis to their own organizations
Authoring Faculty
Judy A. Siguaw, D.B.A., Dean
Sponsoring School
Cornell University's School of Hotel Administration
Total Learning Time
Approximately twelve to fifteen hours over a period of four weeks.
Certificate Information
This course can be applied toward the following certificates:
ACE CREDIT Recommendation
This course contributes to an eCornell Certificate Program that has been recommended for college credit by the American Council on Education's College Credit Recommendation Service (CREDIT). Please refer to the Certificate information page for additional details.
With all eCornell courses, access is easy. Participants only need a computer and an Internet connection. To view specific technology requirements, visit our Technology Requirements page.
