The Hospitality Marketing Mix: Product and Price
Course ID: SHA503 Tailor the design and pricing of your hospitality products or services to serve your target market. |
Description
Marketing success requires both careful analysis and smart planning. You must identify target markets, strategically promote to customers, and ensure that the product design, price and presentation line up with client needs and perception of value.
Because these issues are so critical—product design, pricing, promotion, and place/distribution—they are constantly evaluated and reevaluated by marketers as the set of factors and decisions known as the “marketing mix”.
In this course, you focus on a key market segment for one product (or service) and attempt to increase its probability of purchase by focusing on product, price, place, and promotion. Explore product life cycles, new product development, product innovation and adoption, and how service quality is measured. You learn about tailoring the product, the price, the place, and the promotion to arrive at an optimal “marketing mix” for your business.
Who Should Enroll in This Course?
This course is designed for hospitality professionals who are responsible for the design and pricing of products and services.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.
March 21, 2012
April 18, 2012
Click 'Enroll Now' to see available dates beyond April 18, 2012.
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:- Achieve the desired balance between the service concept and the market segment
- Implement processes for new product development
- Choose a branding strategy for a particular product or service
- Design and execute a pricing strategy for a particular product or service
- Design and implement discounting tactics and strategies
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
