Marketing Planning in the Hospitality Industry
Course ID: SHA05Position your product and develop a comprehensive marketing plan that reaches and retains your target customers. Manipulate aspects of the marketing mix to ensure profitability.
Description
This is the second course in a two-part series. This course teaches you how to design, develop, implement, and evaluate a comprehensive marketing plan. Through a program-long case study and numerous anecdotal examples, you will learn how to identify a target market and develop a marketing mix (involving product, price, promotion, and place) specific to that market and its particular needs. You'll investigate advertising, direct mail, public relations, and sales promotion strategies designed to reach and retain your target customers and increase your market share.
Segmenting markets and targeting customers is becoming increasingly vital to success in the hospitality industry. This course will help you determine market positioning and create an appropriate marketing plan. Make better decisions about marketing issues from pricing and advertising to menu design and guest-frequency series.
Who Should Take This Course?
Hospitality professionals who seek a better understanding of the elements of tactical marketing and the role it plays in making their operations more competitive.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
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:
- Selecting a Target Market and Target Marketing Strategy
- Tailoring the Product or Service to Customer Needs
- Tailoring the Price to the Income Level of the Target Market
- Tailoring Place to the Target Market
- Tailoring Promotion to the Demographic Characteristics of the Target Market
Benefits to the Learner
After completing this course, participants will be able to:
- Identify a target market for a product or service
- Determine a strategic position within a target market
- Design and implement an overall marketing mix for the target market
Authoring Faculty
Judy A. Siguaw, D.B.A., DeanSponsoring School
Cornell University's School of Hotel AdministrationTotal Learning Time
Approximately twelve to fifteen hours over a period of four weeks.Enrollment
Price: $1145.00To register, click 'Add to Cart' at right, or contact an Enrollment Counselor at info@ecornell.com or 1-866-eCornell (+1-607-330-3200 from outside the United States).
Certificate programs are eligible for eCornell Payment Plans. Discounts are available for military personnel, veterans, and Cornell University Alumni. eCornell programs are not eligible for financial aid or federal Pell Grants. Contact an enrollment counselor for more information.
January 6, 2010
February 3, 2010
Click 'Add to Cart' to see available dates beyond February 3, 2010.
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Students who purchased this course also purchased:- Marketing Analysis in the Hospitality Industry
- Principles of Financial Accounting in the Hospitality Industry
- Managing People More Effectively
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.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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