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Course Description

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. 

Faculty Author

Robert Kwortnik

Benefits to the Learner

  • Identify the components of a services marketing information system
  • Conduct services marketing research
  • Segment your market, target your customers, and position your service

Target Audience

  • 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

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Apr 17, 2024 to Apr 30, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
May 29, 2024 to Jun 11, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jul 10, 2024 to Jul 23, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Aug 21, 2024 to Sep 03, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 02, 2024 to Oct 15, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 13, 2024 to Nov 26, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 25, 2024 to Jan 07, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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