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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.

To make services marketing work, you need to have a clear picture of the business environment and understand how your target customers behave. Knowing your market and assessing consumer demand can help inform and guide your marketing strategies. In this course, you will explore the role that micro and macro forces  play when conducting a situation analysis. You'll also take a deep dive into what drives consumer behavior.

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.

On-campus: Ithaca Campus

The Advanced Hospitality Strategic Marketing and Brand Innovation Capstone, part of the Cornell Professional Development Program, is the on-campus component that results in the completion of your advanced certificate. It takes place at the Cornell University campus in Ithaca, NY, at the renowned School of Hotel Administration.

Over four intensive days, you will tackle marketing and brand challenges and collaborate with a network of peers to expand the foundation of your hospitality knowledge.

Days 1 and 2: Creating Value Through Strategic Hospitality Marketing

In this on-campus faculty-led intensive, you'll engage with innovative and practical approaches for addressing strategic marketing challenges to improve revenue, profit, and customer loyalty. Through class discussions, case studies, and real-world examples, you'll learn the latest applications of strategic thinking and analysis to marketing challenges facing the hospitality industry. Case studies and examples will be drawn from hotels, restaurants, and other world-class hospitality firms around the globe. You will walk away with new ideas to significantly improve your business practices then apply these ideas, concepts, and principles from best-practice examples to develop innovative and profitable solutions.

Days 3 and 4: Hospitality Brand Innovation

Brands have become the central organizing principle of most hospitality organizations, guiding every decision and every action. Combining the latest in thought leadership with experiential exercises and case studies, you'll explore how to manage a brand for increased customer loyalty, market advantage, and profitability. Using a proprietary 8P hospitality brand innovation model along with case studies, insights from published research on brand management, and in-class exercises, you'll engage with the essential elements of creating, sustaining, and strengthening your brand.

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