The Programs

Title: Strategic Marketing for Hotels and Restaurants

Ithaca, New York, U.S.A. (June 29 - July 1, 2009) - Course Cost US$1,895 Apply online*

Brussels, Belgium (July 16 - 18, 2009) - Course Cost €1,745 Apply online*

Course Focus:

This course will offer participants innovative, practical and profitable approaches for addressing strategic hotel and restaurant marketing challenges to improve revenue, profit and customer loyalty. Through class discussions, case studies, and real-life examples, learn the latest applications of strategic thinking and analysis to marketing challenges facing hotels and restaurants. "Best in the business" (and some worst!) case studies and examples will be drawn from hotel, restaurant and other world-class businesses worldwide. Prepare to take away new ideas to significantly improve your business practices. Directed towards managers of large, medium, and small hotel and restaurant businesses who want to improve their marketing approaches to better target key customers, do more with less, and generate greater revenue and profit; organizations and suppliers that serve hotels and restaurants and want to better understand the problems, challenges, and business objectives of their clients; and entrepreneurs who want to enter hotel and restaurant businesses and want to understand key trends, opportunities and successful marketing approaches.

Key Benefits:

• Understand key strategic marketing concepts and principles

• Learn from "best practice" examples of successful companies

• Apply the ideas, concepts and principles to your business to develop innovative and profitable strategies.

Topics Include:

• Marketing & the Hospitality Business Model - Deconstructing the lodging/restaurant business model to understand how marketing can leverage value over costs.

• Strategic Marketing System - Appreciating strategic marketing and how it differs from marketing management.

• Environmental Analysis - Identifying forces impacting your hotel/restaurant business.

• The Competitive Set - Determining competitors, analyzing category attractiveness and performing competitor and differential advantage analyses.

• What Customers Want - What you should know about your target customers; customer segmentation, tiering customers using lifetime value and customer portfolios.

• Marketing Objectives & Brand Strategy - Determining strategic alternatives, making strategy choices on competitive methods, positioning & branding.

• The New Marketing Mix - Providing value to your customers: moving beyond the 4 Ps.

• Marketing Metrics - Evaluating effectiveness of your marketing strategies.

Faculty

• Gerard Dionicio Gonzales, M.B.A., Adjunct Associate Professor, Singapore, (January 15 - 17, 2009)

• Stowe Shoemaker, Ph.D., Associate Dean and Professor: Ithaca, New York, U.S.A., (June 29 - July 1, 2009)

• Stowe Shoemaker, Ph.D., Associate Dean and Professor: Brussels, Belgium, (July 16 - 18, 2009)

Level

* The course content for the Brussels and Ithaca locations will vary slightly from the Singapore course content described above. Please see the following website for the Brussels and Ithaca course description.

* Those who have previously completed "Strategic Marketing", "Strategic Marketing for the Hotel Industry" or "Strategic Marketing for the Restaurant Industry" should not enroll in this course due to significant overlap of course material.

View Course Schedules by Location

PDP Schedule for Singapore January 2009

PDP Schedule for Brussels, Belgium*

PDP Schedule for Ithaca, New York*

*You will be re-directed to the School of Hotel Administration website of Cornell University