Conducting Effective Hospitality Marketing Research
Course ID: SHA502 Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets. |
Description
Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company’s products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.
This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You’ll also identify potential conflicts between a consumer’s perception of a product or service and the way a marketer may position it.
Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.
Who Should Enroll in This Course?
This course is designed for Hospitality professionals who wish to learn how to conduct effective market research.Enrollment
To register, contact an Enrollment Counselor at info@ecornell.com or 1-866-326-7635 (+1-607-330-3200 from outside the United States).Certificate programs are eligible for eCornell Payment Plans. Discounts are available for military personnel, veterans, and Cornell University Alumni. eCornell programs are not eligible for financial aid or federal Pell Grants. Contact an enrollment counselor for more information.
April 4, 2012
May 2, 2012
Click 'Enroll Now' to see available dates beyond May 2, 2012.
Certificate Information
This course can be applied toward the following certificates:- Hospitality Marketing
- Master Certificate in Hospitality Management
- Master Certificate in Hospitality Management
Additional Information
Benefits to the Learner
After completing this course you will be able to:- Conduct an environmental analysis
- Develop an effective marketing strategy
- Use a SWOT analysis to guide strategic planning
- Identify a target market for a product or service
- Use a positioning map to determine a strategic position
Authoring Faculty
Judy Siguaw, D.B.A.Sponsoring School
Cornell University's School of Hotel AdministrationTotal Learning Time
Approximately 3 to 6 hours over a period of 2 weeks
