Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a B.A. in Journalism from Temple and an MBA from California State University, Northridge. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at the School of Hotel Administration. Prior to his career in academics, Professor Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.
Strategic Hospitality MarketingCornell Certificate Program
Overview and Courses
When you’re marketing your services, success depends on knowing what target customers want and aligning it with the value your company delivers.
This requires an integrated strategy that includes market analysis and demand management, marketing strategy, brand management, and marketing communications.
By adopting this customer-centric approach to marketing, you’ll be better prepared to deliver memorable experiences, exceed customer expectations, gain competitive advantage, and ultimately position your company for success.
This program includes a year of free access to the Hospitality and the Marketing Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing and hospitality industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events.
Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.
For the best experience in this program it is recommended to take these courses in the order that they appear.
Course list
Services marketing is often viewed in terms of outcomes, but services marketing is also an ongoing analytic process. In this course, you will learn how to properly analyze frameworks, tools, channels, data sets, customer behavioral data, decision-making factors, and strategies that support broader marketing decisions.
Authored by Robert Kwortnik from Cornell University's School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process.
Your services marketing efforts depend on information. Without relevant and accurate information, every decision you make will suffer from bad input.
A well-run marketing information system captures, organizes, analyzes, and interprets data from a wide variety of sources to create a robust portrait of the ideal customers and their specific wants or needs. With the ideal buyer in mind, you can better target them with high-impact messaging that communicates a compelling brand promise and a clear reason to buy.
In this course, you will learn when to use internal or external market data and when to conduct your own primary research. You'll also discover how segmentation, targeting, and positioning (the STP process) translates your analysis and research findings into a positioning strategy that appeals to the right target market at the right time and at the right price.
You have marketing goals and you're feeling ready to execute. Maybe you want to increase market share, retain more customers or generally broaden consumer awareness.
But how do you turn your goals into action? And how will you measure success? In this course, you will explore how to turn marketing goals into action by developing a marketing strategy and creating an enduring brand promise.
You want your marketing efforts to generate demand. While increased demand naturally drives business and success, it does come with specific sets of challenges.
Mitigating these challenges requires a keen understanding of demand management. In essence, demand management requires us to ask “How should we set our prices?” “How will we guarantee that our distribution partners ensure timely delivery?”
In this course, you'll answer those questions and explore how pricing and distribution strategies can directly affect demand for your service.
It's hard to overstate: A marketing strategy lives or dies in communication with the customer. And there's a methodology to it—it is the culmination of all of the marketing research and analysis you've done.
What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers' experiences with your brand.
In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.
Symposium sessions feature three days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Hospitality Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.
Join us for the next Symposium, in which we’ll discuss how both day-to-day operations and strategic goal setting in the hospitality sector have rapidly evolved over the past two years, opening up new space for real-time conversations about the future of the industry. You will support your coursework by applying your knowledge and experiences to various areas of the industry, examining the innovations and accommodations you have all had to make throughout the COVID-19 pandemic and strategizing on future directions. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.
Upcoming Symposium: December 3 – 4, 2024 from 11-1pm ET
- Tuesday, December 3, 2024 11:00AM ET – 1:00PM ET
- Building Employee Capabilities
- Wednesday, December 4, 2024 11:00AM ET – 1:00PM ET
- From Good to Great: Elevating Customer Service
All sessions are held on Zoom.
Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.
Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.
Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.
Upcoming Symposium: November 12 – 13, 2024 11AM – 1PM ET
- Tuesday, November 12, 2024 11AM – 1PM ET
- Explore Growth Marketing Essentials
- Wednesday, November 13, 2024 11AM – 1PM ET
- Developing and Using Consumer Insights
All sessions are held on Zoom.
Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.
How It Works
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Faculty Author
Key Course Takeaways
- Analyze your firm’s marketing approach and make strategic decisions on how to optimize your team’s efforts
- Target your consumers at the right time and through the right channels
- Develop a service strategy that elevates and supports your brand
- Meet customer demand with creative pricing and distribution strategies
- Create effective marketing communications that drive demand and engagement for your services
JOIN A MARKETING SYMPOSIUM!
Download a Brochure
Not ready to enroll but want to learn more? Download the certificate brochure to review program details.What You'll Earn
- Customer-Driven Marketing Certificate from Cornell's Peter and Stephanie Nolan School of Hotel Administration
- 60 Professional Development Hours (6 CEUs)
Watch the Video
Who Should Enroll
- Customer-focused sales and marketing professionals
- Services marketing and operating professionals
- Product marketing professionals
- Industry professionals analyzing services marketing data to make strategic decisions
“I was really able to harness that technology and have a classroom right at my kitchen table with eCornell.”
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Strategic Hospitality Marketing
Select Payment Method | Cost |
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$3,699 | |