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Course Description

Brands have become the central organizing principle of most hospitality organizations, guiding every decision and every action. In this course, you will examine important brand management decisions faced by hospitality firms. Combining the latest in thought leadership with experiential exercises and case studies, you will examine how to manage a brand for increased customer loyalty, market advantage, and profitability. Using a combination of Professor Dev’s proprietary 8P hospitality brand management model, case studies on hospitality brand management, insights from published brand management research, and in-class exercises, you will discover the winning secrets of developing, managing, and growing your brand.

Whether you are an independent hotel seeking to break out of an enormously cluttered and confusing brandscape or part of a multi-unit brand trying to balance the demands of your brand manager with the pressure of the local market, this course is for you.

Faculty Author

Chekitan Dev

Benefits to the Learner

  • Examine the importance of hospitality brands, hospitality branding, and hospitality brand management
  • Define important concepts and principles for developing, managing, and growing hospitality brands
  • Analyze contemporary brand management challenges facing hospitality brands and develop innovative, practical, and profitable solutions
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Type
On Campus
Days
Th, F, Sa
Time
8:30AM to 5:00PM
Dates
Jun 13, 2024 to Jun 15, 2024
Schedule and Location
Total Number of Hours
25.5
Location
  • Ithaca Campus
Course Fee(s)
Standard Price $3,699.00
Section Notes

IMPORTANT PROGRAM  INFORMATION

  • Please note that while the on-campus experience will begin on June 13, 2024, access to your pre-program assignments will begin on May 27, 2024. We will notify you via email when it’s time to begin the pre-work.

  • Your on-campus experience will take place at Cornell University in Ithaca, NY, USA, beginning June 13, 2024, at 7:30am with registration and a continental breakfast in the Beck Center of the Cornell Nolan School of Hotel Administration. The formal program will be held June 13-15, ending at 5:00pm on June 15. Please do not make plans to depart before 5:00pm on June 15, as you will not earn your Cornell certificate if you leave early.

  • Cheryl Cox, Executive Education Program Manager, will be your PDP contact moving forward. If you have questions that cannot be answered on the FAQ page, please feel free to reach out to Cheryl at cac363@cornell.edu. 
  • A reception with drinks and appetizers will be held Thursday evening, June 13, starting at 5:00pm. 
  • Continental breakfast and buffet lunches are provided daily. You will be responsible for your own dinners. 
  • Business-casual attire is appropriate throughout the program. 
  • Please note that your course materials will be available digitally. You will need to bring a laptop or tablet with you to campus to access these materials during class. Access via mobile phone is not possible. 
  • You are responsible for arranging for your own travel to Cornell and your own accommodations; please see our FAQ page for useful information. If you require a travel visa to attend the program, please email Cheryl as soon as possible. If you are unsure whether you will need a travel visa, please visit the U.S. Department of Homeland Security Website for more information.
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