Hospitality Marketing

CERTIFICATE ID: SHAC18

Certificate Overview

  • 3 month duration
  • 6 two-week courses
  • 5-7 hours per course

How do hotel consumers perceive your brand, and is that value appealing enough for them to become paying customers? Hospitality marketing shapes these perceptions; to attract and hold the attention of potential customers, you need a series of sustained and coordinated marketing efforts. But first, you need a plan.

The six two-week courses in this Hospitality Marketing certificate gives you the skills you need to develop a successful hospitality marketing strategy, from initial concept to final execution. The structure of this program encourages you to apply these concepts, strategies, and tactics directly to your workplace.

  • Know the relationship between customer value and marketing
  • Identify the fundamental aspects of modern marketing
  • Find a target market for a product or service
  • Analyze marketing data and guide strategic planning
  • Design and execute your own pricing strategy for a particular product or service
  • Apply the steps of the new product development process
  • Create a promotional plan for a hospitality product or service
  • Design effective, product-specific advertising campaigns
  • Maintain and enhance customer value
  • Organize your firm for long-term competitiveness
  • Hospitality marketing professionals responsible for market research
  • Industry professionals interested in learning to gather and analyze marketing data

Faculty Authors

Bill Carroll
Rob Kwortnik
Judy A. Siguaw

Certificate Courses

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Course Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.

Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

Tailor the design and pricing of your hospitality products or services to serve your target market.

Course Description

Marketing success requires both careful analysis and smart planning. You must identify target markets, strategically promote to customers, and ensure that the product design, price and presentation line up with client needs and perception of value.

Because these issues are so critical—product design, pricing, promotion, and place/distribution—they are constantly evaluated and reevaluated by marketers as the set of factors and decisions known as the "marketing mix".

In this course, you focus on a key market segment for one product (or service) and attempt to increase its probability of purchase by focusing on product, price, place, and promotion. Explore product life cycles, new product development, product innovation and adoption, and how service quality is measured. You learn about tailoring the product, the price, the place, and the promotion to arrive at an optimal "marketing mix" for your business.

Explore issues related to the location of your hospitality organization, to your products and services and to the distribution channels you use to reach target markets. Learn to design promotions specific to your target demographic market.

Course Description

In marketing, the concept of "place" refers not only to the physical location of your business, but also to distribution channels through which target markets are reached. The old business adage "location, location, location" still rings true as a reliable determinant of success, especially in hospitality. But with the emergence of online travel agencies, package travel, and intensified, highly targeted tourism marketing attracting customers has become far more complicated than just a few years ago. By developing a more modern concept of "place", you gain new advantages in reaching target markets.

Technology and the "information overload" environment present difficult challenges and new opportunities to promote to potential customers. This course covers advertising, professional selling, sales promotion, direct marketing, and public relations. As you discover through coursework, the process of defining your target market is inextricably linked to your decisions about promotional methods and channels.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.


Alumni Testimonial

I felt the content was rich and thorough. The professors were excellent and the ability to collaborate with other hospitality professionals was amazing.
Alexandra P.
Sales Manager, Noble-Interstate