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Course Description

This session takes place June 13-16, 2022 on campus at the Cornell Hotel School in Ithaca, NY. Sessions run from 8:00am-5:00pm ET each day.

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.

Faculty Author

Rob Kwortnik; Chekitan Dev

Benefits to the Learner

  • Apply concepts of strategy and strategic planning, with an understanding of how both guide all marketing decisions
  • Explore the use of consumer research as the foundation of strategy development
  • Increase profitability by leveraging marketing activities that hotels use to influence the building blocks of competitive advantage
  • Assess the role of customer experience management in designing and implementing brand strategy
  • Explore how marketing media (search, social, mobile) affects consumer choice and marketing strategy
  • Define important concepts and principles for developing, managing, and growing brands
  • Diagnose and analyze contemporary brand management challenges facing hospitality brands to develop innovative, practical, and profitable solutions

Target Audience

  • Hospitality marketing and operations professionals
  • Industry professionals interested in analyzing hospitality marketing data to make strategic decisions
  • Hospitality marketing managers and professionals who communicate with customers
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Cornell Nolan School of Hotel Administration; Cornell Nolan School of Hotel Administration
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