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Course Description

Services marketing is often viewed in terms of outcomes, but services marketing is also an ongoing analytic process. In this course, you will learn how to properly analyze frameworks, tools, channels, data sets, customer behavioral data, decision-making factors, and strategies that support broader marketing decisions.

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.

Faculty Author

Robert Kwortnik is an associate professor of services marketing. He joined Cornell's faculty after earning his PhD in Business Administration from Temple University in 2003. He also earned a BA in Journalism from Temple and a MBA from California State University, Northridge. Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at the Cornell School of Hotel Administration. Prior to his career in academics, Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.

Benefits to the Learner

  • Assess the role of marketing in your organization
  • Determine how your organization uses the services marketing process
  • Explain how your organization succeeds in the marketplace
  • Identify how your organization can best counter the challenges associated with marketing for services
  • Focus on the customer’s experience as the core of the service brand

Target Audience

  • Services marketing and operations professionals 
  • Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
  • Services marketing managers and professionals who interact with customers and market data
  • Product marketing professionals transitioning into a marketing role in service-centric firms

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Language of Delivery
English
Type
2 week
Dates
Aug 24, 2022 to Sep 06, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Sep 07, 2022 to Sep 20, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Sep 21, 2022 to Oct 04, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Oct 05, 2022 to Oct 18, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Oct 19, 2022 to Nov 01, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 02, 2022 to Nov 15, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 16, 2022 to Nov 29, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 30, 2022 to Dec 13, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Dec 14, 2022 to Dec 27, 2022
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Dec 28, 2022 to Jan 10, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jan 11, 2023 to Jan 24, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jan 25, 2023 to Feb 07, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Feb 08, 2023 to Feb 21, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Feb 22, 2023 to Mar 07, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Mar 08, 2023 to Mar 21, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Mar 22, 2023 to Apr 04, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Apr 05, 2023 to Apr 18, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Apr 19, 2023 to May 02, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
May 03, 2023 to May 16, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
May 17, 2023 to May 30, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
May 31, 2023 to Jun 13, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jun 14, 2023 to Jun 27, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jun 28, 2023 to Jul 11, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jul 12, 2023 to Jul 25, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jul 26, 2023 to Aug 08, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Aug 09, 2023 to Aug 22, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Aug 23, 2023 to Sep 05, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Sep 06, 2023 to Sep 19, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Sep 20, 2023 to Oct 03, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Oct 04, 2023 to Oct 17, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Oct 18, 2023 to Oct 31, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 01, 2023 to Nov 14, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 15, 2023 to Nov 28, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Nov 29, 2023 to Dec 12, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Dec 13, 2023 to Dec 26, 2023
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Dec 27, 2023 to Jan 09, 2024
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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