The Hospitality Marketing Mix: Place and Promotion

Description

In marketing, the concept of "place" refers not only to the physical location of your business, but also to distribution channels through which target markets are reached.

The old business adage "location, location, location" still rings true as a reliable determinant of success, especially in hospitality. But with the emergence of online travel agencies, package travel, and intensified, highly targeted tourism marketing attracting customers has become far more complicated than just a few years ago. By developing a more modern concept of “place”, you gain new advantages in reaching target markets.

Technology and the “information overload” environment present difficult challenges and new opportunities to promote to potential customers. This course covers advertising, professional selling, sales promotion, direct marketing, and public relations. As you discover through coursework, the process of defining your target market is inextricably linked to your decisions about promotional methods and channels.

Who Should Enroll in This Course?

This course is designed for hospitality professionals who wish to learn about promotion design as it relates to target market demographics.

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.

Certificate Information

This course can be applied toward the following certificates:
 

• Hospitality Marketing
• Hospitality Management
• Master Certificate in Hospitality Management
• Master Certificate in Hospitality Management
• Master Certificate in Foodservice Management

Additional Information

Benefits to the Learner

After completing this course you will be able to:

• Choose an appropriate location for a hospitality organization
• Choose a distribution channel appropriate to a specific property or product
• Create a promotional plan for a hospitality product or service
• Design an effective, product-specific advertising campaign
• Execute and evaluate a public-relations campaign

Authoring Faculty

Judy Siguaw, D.B.A.

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of 2 weeks