

Authored by Robert Kwortnik from Cornell University's School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process.

To make services marketing work, you need to have a clear picture of the business environment and understand how your target customers behave. Knowing your market and assessing consumer demand can help inform and guide your marketing strategies. In this course, you will explore the role that micro and macro forces  play when conducting a situation analysis. You'll also take a deep dive into what drives consumer behavior.

Your services marketing efforts depend on information. Without relevant and accurate information, every decision you make will suffer from bad input. 



You have marketing goals and you're feeling ready to execute. Maybe you want to increase market share, retain more customers or generally broaden consumer awareness. 

But how do you turn your goals into action? And how will you measure success? In this course, you will explore how to turn marketing goals into action by developing a marketing strategy and creating an enduring brand promise.

You want your marketing efforts to generate demand. While increased demand naturally drives business and success, it does come with specific sets of challenges. 

Mitigating these challenges requires a keen understanding of demand management. In essence, demand management requires us to ask “How should we set our prices?” “How will we guarantee that our distribution partners ensure timely delivery?”

In this course, you'll answer those questions and explore how pricing and distribution strategies can directly affect demand for your service.

It's hard to overstate: A marketing strategy lives or dies in communication with the customer. And there's a methodology to it—it is the culmination of all of the marketing research and analysis you've done. 

What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers' experiences with your brand. 

In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.

How It Works

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