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.
Evaluating Business and Customer Factors Affecting Marketing Decisions for ServicesCornell Course
Evaluating Business and Customer Factors Affecting Marketing Decisions for Services ()
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Course Overview
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.
Key Course Takeaways
- Perform a situation analysis of micro forces
- Perform a situation analysis of macro forces
- Analyze consumer behavior
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Course Length
2 weeks
Effort
5 to 7 hours of study per week
Format
100% online, instructor-led
Course Author
Rob Kwortnik
Associate Professor
Cornell Nolan School of Hotel Administration
Associate Professor, Nolan School of Hotel Administration, Cornell SC Johnson College of Business
Who Should Enroll
- Services marketing and operations professionals
- Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
- Services marketing managers and professionals who interact with customers and market data
- Product marketing professionals transitioning into a marketing role in service-centric firms
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