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www.ecornell.com
Online Certificate Program
Hospitality Marketing
Four-course Certificate from Cornell University’s School of Hotel Administration
HAME515 Data Gatherig and Analysis in the Hospitality Industry
HAME516 Statistical Decision Making for Hospitality Managers
SHA02 Marketing Analysis in the Hospitality Industry
SHA05 Marketing Planning in the Hospitality Industry
eCornell
Welcome to eCornell
Established and wholly-owned by Cornell University, eCornell has the most comprehensive online, profes-
sional and executive development curriculum offered by any top-20 university in the United States.
eCornell provides exceptional online learning experiences tailored for professional and executive develop-
ment in the areas of strategy, leadership and management development, human resources, financial manage-
ment, project leadership and hospitality management.
Our approach to problem-based learning means that you are building knowledge and skills using online case
studies, interactive exercises, and simulations based on authentic, relevant, real-world situations.
The eCornell Experience
Learning happens through interaction and collaboration—a dynamic, creative process that involves the
exchange of ideas, not simply the accumulation of facts. In eCornell courses you interact with an expert in-
structor and a cohort of your peers to collectively develop knowledge, and to effectively apply that knowl-
eCornell—serving edge in your organization.
the global demand for
eCornell offers a proven delivery model and incorporates the best aspects of online and traditional class-
expertise from Cornell room learning, including:
University through
exceptional online • Engaging and rigorous course design that centers on authentic business scenarios and provides the
learning experiences resources and tools learners need to resolve the issues they pose
tailored for professional
• Learning experiences that target individual competencies and skills
and executive
development. • Asynchronous collaboration activities that contribute to knowledge and experience sharing among the
course participants and the course instructor
An international
community of eCornell • Course projects, discussion forums, and job aids that help participants apply their new skills to real
students hail from over organizational situations
180 countries.
• New skill development through interactive assessments and simulations
Program Quality Drives Motivation and Success
eCornell courses provide the convenience of structure and flexibility with course sessions starting every
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resulting in industry-leading completion rates.
• Ninety two percent (92%) of students complete their course, two to four times the e-learning norm, and even more, 93%, rate
their overall experience as good to excellent.
•
• Ninety five percent (95%) of students say the material is applicable to their job responsibilities, and 93% say that what they have
learned will directly impact their performance.
•
• In the end, 95% of students would recommend to their peers that they take an eCornell course.
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eCornell
Campus Connections
Collaboration between Cornell faculty experts and eCornell’s learning and user-experience designers create
unique, engaging, and rigorous learning experiences.
eCornell curriculum is developed in partnership with Cornell University’s ...
• College of Industrial and Labor Relations
• College of Engineering
• School of Hotel Administration
• Johnson Graduate School of Management
• College of Human Ecology
• College of Agriculture and Life Sciences
• Laboratory of Ornithology
Accreditation
eCornell is a registered provider of professional recertification or continuing education units by the
following :
Cornell University
Students are who successfully complete the required courses in a program series receive a certificate from
Cornell University suitable for framing.
All eCornell courses are eligible for continuing education units (CEU), from the School of Continuing
Education at Cornell University. Courses with the prefix ILR, receive CEUs from the School of Industrial
and Labor Relations at Cornell University.
American Council on Education - ACE
The American Council on Education (ACE) is the major coordinating body for all the nation’s higher
education institutions. Many eCornell certificate programs have been recommended for college credit by the
American Council on Education’s College Credit Recommendation Service (CREDIT). For more informa-
tion about ACE visit http://www.acenet.edu.
Human Resources Certification Institute (HRCI)
eCornell is a Human Resource Certification Institute (HRCI) Approved Provider. Many courses are approved
toward PHR and SPHR recertification credit hours through HRCI. For more information about certification
and recertification, please visit the HRCI homepage at www.hrci.org.
Project Management Institute (PMI)
eCornell is a designated Global Registered Education Provider (R.E.P.) of the Project Management Institute
(PMI). As a R.E.P., eCornell has been approved by PMI to issue Professional Development Units (PDUs)
to Project Management Professionals (PMPs) seeking to maintain their certification for many leadership,
strategic management, financial management, and management development courses. For more information
about PMI visit http://www.pmi.org.
Society of Mangement Accountants of Canada
CMA Canada grants a professional designation in management accounting and regulates its members under
the authorization of provincial legislation.
eCornell courses have been approved for seven (7) recertification credit hours (CPLDs) toward CMA
recertification through the Society of Management Accountants of Canada at the national level. The CMA
provincial associations verify and track hours submitted by their provinces standing CMAs. Each CMA is
required to submit a minimum of 120 hours over a three year period and a minimum of 30 hours per year.
For more information visit www.cma-canada.org.
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CourseNotes
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CourseNotes download to your computer, much like music files, so that you can access them anywhere and
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• Study offline pages” — you have the ability search the CourseNotes of single courses, or any group of CourseNotes that
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• Highlight text print out each course, customize your page views, and even copy-and-paste content with bibliographic
support.
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searchable How do they work?
study notes
CourseNotes requires a free software download of the VitalSource Bookshelf (available at http://www.
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You have the ability to highlight content in
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CourseNotes screenshot from an eCornell course
Course notes are available to our individual
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Certificate in Hospitality Marketing Certificate
A four-course certificate series from Cornell University’s School of Hotel Administration
Certificate Overview
Marketing is about identifying, creating, and delivering value to customers. The Certificate in
Hospitality Marketing from Cornell University’s School of Hotel Administration is designed to
develop the essential skills necessary to conceive, create, and write a strategic marketing plan.
The courses in this certificate series focus on data-driven methodologies for gathering and
analyzing marketing data, using that data to make decisions, using marketing analysis to identify
strategic opportunities, creating the marketing positioning, and creating a marketing plan to guide
execution. The courses emphasize practical application of concepts, strategies, and tactics that can
be immediately used in the workplace.
The Certificate in Hospitality Marketing equips participants with the skills, tools, and methodolo-
gies they need to take a marketing initiative from the concept stage to a robust marketing plan.
Who Should Take This Certificate?
The Certificate in Hospitality Marketing is designed for hospitality marketing professionals
responsible for directing or implementing marketing research or the creation of strategic marketing
plans.
Certificate Information
To earn the Certificate in Hospitality Marketing, students must complete the following four
courses:
• HAME515 Data Gathering and Analysis in the Hospitality Industry
• HAME516 Statistical Decision Making for Hospitality Managers
• SHA02 Marketing Analysis in the Hospitality Industry
• SHA05 Marketing Planning in the Hospitality Industry
Accreditation
Participants who successfully complete all required courses in the series receive a Certificate in
Hospitality Marketing from Cornell University’s School of Hotel Administration.
www.ecornell.com info@ecornell.com 1-866-326-7635 | 5
HAME515 Data Gathering and Analysis in the HAME516 Statistical Decision Making for
Hospitality Industry Hospitality Managers
Making effective business decisions requires gathering and Being able to discern meaningful and statistically significant
analyzing data. In the hospitality industry we have access to trends in your organization’s data will allow you to make more
significant amounts of data about customers, buying patterns, effective decisions. For example, do your company’s sales
pricing, occupancy rates, etc. With a solid understanding of correlate with the age or income level of the buyer? How might
basic statistical analysis, a manager can begin to make sense of the answer affect your marketing and promotion plan and budget?
all these numbers and extract meaningful business information. This course presents several hospitality scenarios designed to
A critical first step in many analyses is using surveys to gather help you answer these questions. You will learn about correlation,
data, and this course provides a step-by-step approach to creating regression, and probability - tools that will help you predict future
and using surveys in your organization. This course also uses behavior based on existing data. The course includes several
hospitality scenarios and hands-on exercises and labs to provide hands-on activities and labs to reinforce the key concepts.
you with the skills needed to gather, describe, and analyze data.
Who Should Take This Course?
Who Should Take This Course? This course is important for managers and individuals at any
This course is important for managers and individuals at any level who need to analyze data for their organization--especially
level who need to analyze data for their organization--especially those responsible for project and business planning, market
those responsible for project and business planning, market research, revenue management, or designing customer or
research, revenue management, or designing customer or employee satisfaction surveys.
employee satisfaction surveys.
We strongly recommend this course to those who have completed
We strongly recommend this course to those who have completed or plan to complete eCornell courses in scenario planning,
or plan to complete eCornell courses in scenario planning, hospitality marketing, and restaurant revenue management.
hospitality marketing, or restaurant revenue management.
Course Format
Course Format This course contains the following modules:
This course contains the following modules: Relating Data - Correlation and Regression
Correlation
Describing and Analyzing Data •
• Regression
• Hospitable Statistics
• Graphing Using Data - Probability and Significance
• Mean, Median, and Other Measures • Calculating Probability
• The Normal Distribution • Determining Significance
Gathering Data
• Sourcing Data Benefits to Learner
• Designing Surveys Participants who complete this course will be able to:
• Calculate and define correlation and regression
Benefits to Learner • Calculate the probability of a given event occurring
Determine if the results of a data analysis are statistically significant
Participants who complete this course will be able to: •
• Discuss applications of statistics in the hospitality industry
• List common ways in which statistics can be misused to distort or Certificate Information
misrepresent data This course can be applied to the following certificate:
• Apply the appropriate graph for a given data set • Certificate in Hospitality Marketing
• Calculate, define, and apply descriptive statistics including median, mean,
and standard deviation
• Use Excel’s display and analysis tools for graphs, PivotTables, descriptive Sponsoring School
statistics, and optimal problem solutions Cornell University’s School of Hotel Administration
• Describe the normal distribution
• Describe and select appropriate methods of gathering data
• Choose appropriate survey methods
Certificate Information
This course can be applied to the following certificate:
• Certificate in Hospitality Marketing
Sponsoring School
Cornell University’s School of Hotel Administration
www.ecornell.com info@ecornell.com 1-866-326-7635 | 6
SHA02 Marketing Analysis in the Hospitality SHA05 Marketing Planning in the Hospitality
Industry Industry
The first in a two-part series, this program provides a basic This is the second course in a two-part series. This course
understanding of marketing analysis in the hospitality industry teaches you how to design, develop, implement, and evaluate a
as the first step in a process that evolves from the strategic to the comprehensive marketing plan. Through a program-long case
tactical. Through case studies and real-life examples, you will study and numerous anecdotal examples, you will learn how to
gain an understanding of marketing’s role in the organization as a identify a target market and develop a marketing mix (involving
strategic initiative, central to the organization’s ability to identify product, price, promotion, and place) specific to that market and
and satisfy customers. its particular needs. You’ll investigate advertising, direct mail,
public relations, and sales promotion strategies designed to reach
The program introduces the marketing process continuum, and retain your target customers and increase your market share.
discusses key value drivers for customers in the hospitality
industry, and provides hands-on practice in conducting marketing Segmenting markets and targeting customers is becoming
research. You’ll learn how to collect and interpret data, analyze increasingly vital to success in the hospitality industry. This
customer behavior, and perform a SWOT analysis. This is the course will help you determine market positioning and create
first stage in the development of a marketing plan that defines the an appropriate marketing plan. Make better decisions about
organization’s business strategy. marketing issues from pricing and advertising to menu design and
guest-frequency series.
Who Should Take This Course?
Hospitality professionals who seek a better understanding of the Who Should Take This Course?
elements of strategic marketing and the role it plays in making Hospitality professionals who seek a better understanding of the
their operations more competitive. elements of tactical marketing and the role it plays in making
their operations more competitive.
Course Format
This course contains the following modules: Course Format
• Introduction to Marketing—identify the fundamental aspects of modern This course contains the following modules:
marketing • Selecting a Target Market and Target Marketing Strategy
• Applications of Marketing Principles—define the relationship between • Tailoring the Product or Service to Customer Needs
customer value and marketing • Tailoring the Price to the Income Level of the Target Market
• Conducting Market Research—conduct an environmental analysis to • Tailoring Place to the Target Market
develop an effective marketing strategy for an organization • Tailoring Promotion to the Demographic Characteristics of the Target
Market
Benefits to Learner
Participants who complete this course will be able to: Benefits to Learner
• Define the primary role of marketing in an organization Participants who complete this course will be able to:
• Define the concept of exchange and the marketing concept • Identify a target market for a product or service
• Define the four fundamental truths of marketing • Determine a strategic position within a target market
• Define the terms strategy, strategic window, value, and the key characteris- • Design and implement an overall marketing mix for the target market
tics of services
• Define the servuction model Certificate Information
• Define marketing research and the six steps of the marketing research
process This course can be applied to the following certificates:
• Master Certificate in the Essentials of Hospitality Management
• Define market segmentation and its basic criteria
• Master Certificate in Foodservice Management
• Apply a SWOT analysis to their own organizations
• Certificate in Hospitality Marketing
Certificate Information
This course can be applied to the following certificates: Sponsoring School
• Master Certificate in the Essentials of Hospitality Management Cornell University’s School of Hotel Administration
• Master Certificate in Foodservice Management
• Certificate in Hospitality Marketing
Sponsoring School
Cornell University’s School of Hotel Administration
www.ecornell.com info@ecornell.com 1-866-326-7635 | 7
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