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.
Creating a guest experience that’s memorable—and profitable—requires more than great personal service. Experience design involves a systematic approach to customer analysis, brand management, design thinking, and process control to align the service offer with guests’ underlying needs and wants. In this on-campus certificate program at the Cornell Nolan School of Hotel Administration in Ithaca, New York, you will use a product-as-experience model to highlight services-marketing strategies and practical tactics to create and manage customizable guest experiences. You will learn best practices in service experience management across hospitality and related service sectors, and will engage with a global cohort of service professionals in experiential exercises that hone your ability to apply the latest management practices for service excellence.
Key Course Takeaways
- Apply an experiential design model for services to your organization
- Explore the role of the brand in guiding, customizing, and marketing the guest experience
- Collaborate with your peers to examine best practices in service experience design as well as to diagnose ineffective service offerings
- Examine the role of digital marketing, website marketing, and social media marketing as extensions of the guest experience
How It Works
Who Should Enroll
- Hospitality marketing managers and directors
- Hospitality operations managers and directors
- Owners and entrepreneurs seeking to better understand experience design approaches
- Marketing-communications professionals desiring a more holistic view of the service product and brand
- Consultants and marketing-agency specialists interested in new, experiential approaches to managing clients’ service and brand programs