SHA 05 - Marketing Planning in the Hospitality Industry

Institution:

Cornell University

Subject:

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. Course Format 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 Learner Learners who complete this course 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 Certificate Information This course can be applied to the following certificates: Master Certificate in the Essentials of Hospitality Management Master Certificate in Foodservice Management Certificate in Hospitality Marketing Sponsoring School Cornell University's School of Hotel Administration

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.cornell.edu

Phone Number:

(607) 255-2000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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