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Course Description

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 course at the Cornell Nolan School of Hotel Administration in Ithaca, NY, 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 discover best practices in service experience management across hospitality and related service sectors, and you 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.

Faculty Author

Rob Kwortnik

Benefits to the Learner

  • 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
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Nolan SHA
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