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:

• Master Certificate in the Essentials of Hospitality Management
• Master Certificate in Foodservice Management
• Hospitality Marketing