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Strategic Hospitality Management

Certificate ID: SHAC7
Create and implement a strategic plan for your property or firm that will result in a sustainable competitive advantage and ensure superior results; learn the techniques and principles of strategic thinking and how to implement a change initiative.

Description

New brands. Re-branding. Niche market segments. Online distribution. Web 2.0 marketing. Global expansion. The rapidly changing hospitality industry and the sophistication of travelers requires more nimble, opportunistic, and tightly executed strategies. Hospitality leaders who are effective at strategy formulation, implementation and evaluation are able to create value in a highly competitive marketplace.

The five-course certificate in Strategic Hospitality Management prepares managers to evaluate the competitive environment, create and assess strategic alternatives, and successfully execute a strategy. Participants will learn a proven process that can be used in their own property or firm to develop, implement, and execute a strategic plan that will create change, generate sustainable competitive advantage, and ensure superior ongoing results for their customers and investors.

This certificate series, developed from the strategic management curricula from Cornell University’s School of Hotel Administration and Johnson Graduate School of Management, focuses on the unique and dynamic nature of the hospitality industry by drawing on relevant industry cases and examples.

Who Should Take This Certificate?

This certificate series is designed for leaders within hotels, including department heads, executive team members, and current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Enrollment

$3099 - Buy now and pay only $2789.00 (Save $310!)

To register for this , click 'Add to Cart' above, or contact an Enrollment Counselor at enroll@ecornell.com or 1-866-eCornell (+1-607-330-3200 from outside the United States)

Courses in this Certificate

• Managing Strategic Change

  • With emerging technologies and expanding global marketplaces, it is imperative that organizations become highly proficient in driving their change agenda. Whether diversifying, downsizing, merging, reorienting business, or developing new management structures, organizations must be able to effectively carry out change initiatives to remain productive and competitive.

    In this course, participants learn to assess organizational readiness and their own ability to facilitate change. Working with a comprehensive organizational change scenario, this experiential exercise provides an opportunity for participants to learn by doing and to assess their own effectiveness in facilitating change.

    Course Description
• Strategic Thinking

  • Strategic thinking is defined as both a way of looking at the world - particularly at challenging situations - and as a way of applying a set of techniques for framing and solving problems. It takes different forms in different situations, and certain levels of strategic thinking are more efficient for various industries and corporate cultures.

    In this course, participants learn the four basic levels of strategic thinking under which an organization can operate, and the circumstances under which an organization must shift to a higher strategic level. At the completion of the course, participants will be able to prepare a competitive analysis of an organization, with recommendations for strategic development based on an industry analysis and an understanding of the organization's history, culture, and current operations.

    Course Description
• Formulating Strategy and Mapping the Competitive Landscape in the Hospitality Industry

  • The most successful hospitality managers and leaders are able to see their properties or companies from a strategic perspective. They use this skill to differentiate themselves from their competition and create value for their customers and for the organization. This course develops these skills by introducing key aspects of strategy formulation with an emphasis on the strategic management process, business direction, and an assessment of the broad external environment. The strategic management process is used as a framework to establish a clear organizational direction and set objectives. Participants use the process to monitor, forecast, and adapt to environmental forces that are difficult or costly to influence.

    This course defines and distinguishes strategic decisions from operational decisions and focuses on a deliberate strategy-creating process. Participants develop the skills and techniques necessary to prepare mission and vision statements for their firm, communicate that direction internally, and strategically evaluate trends in the external environment.

    Course Description
• Creating Value and Competitive Advantage in the Hospitality Industry

  • Long-term success in the hospitality industry requires a competitive advantage that can be leveraged to deliver superior results. This course focuses on the overall process of creating value within a firm and how managers can create sustainable competitive advantage by utilizing key internal resources and capabilities.

    Successful hospitality managers and leaders have a thorough understanding of the process of creating value and the role of the value proposition in developing the best strategy to create a unique, sustainable competitive advantage. This course develops the skills necessary to evaluate strategic alternatives such as cost advantage and differentiation strategies, as well as the strategies of competitors, where they generate value, and their positioning. Participants learn to assess business-level strategies designed to create value at the property level; and corporate strategies, which deal with the strategic direction of the firm, the markets in which it will compete, and managing a portfolio of properties. Participants develop the skills to assess the ability of a variety of strategic alternatives to create value and competitive advantage as well as how to perform value-chain and competitor analyses to inform strategic decision-making.

    Course Description
• Implementing Strategy and Strategic Control Systems in the Hospitality Industry

  • The most-common reasons why good strategies fail are poor execution and implementation. This course is designed to develop the skills in hospitality managers and leaders to implement a strategy and ensure ongoing superior results.

    This course focuses on the stage of the strategy process model devoted to putting the best strategy into action. It explores why strategies fail in their implementation and how strategic control systems can ensure that strategic objectives are being met. Participants learn how to write an implementation action plan and build capabilities to manage stakeholder relationships and organizational resources to implement and manage a strategy to create competitive advantage.

    Course Description

Accreditation

Participants who successfully complete the five required courses in the series receive a Certificate in Strategic Hospitality Management from Cornell University.

Technical Requirements

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.

 
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