These programs are developed by professors in the School of Hotel Administration at Cornell University, a leader in hospitality-management education consistently ranked among the very top institutions worldwide. For hotel and restaurant professionals at any level, a certificate from Cornell’s School of Hotel Administration confers instant credibility and respect. Our Certificate in Sport and Leisure Management is from the London School of Business & Finance. Start advancing your career today!

Available Courses

SHA566Achieving Hotel Asset Management Objectives

Administer and renegotiate management contracts, evaluate capital expenditures, benchmark a property’s performance, perform asset risk analyses and evaluate hotel refinancing.

Full Description

Hotel asset management is the responsibility of managing the lodging investment to meet the specific objectives of ownership. This course introduces the latest asset management techniques and provides a set of practical tools and tactics that owners and asset managers can use to achieve their strategic objectives. Participants will learn how to administer and renegotiate management contracts, evaluate capital expenditures and manage their execution, and monitor expenses to reduce costs. They will learn how to benchmark a property’s revenue and expense performance against the market, perform asset risk analyses tailored to current market conditions, and evaluate various refinancing opportunities to reduce debt costs or free up capital for other investment opportunities.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Asset Managing Hotel Management Contracts
  • Administering Management Contracts
  • Renegotating Management Contracts
  • Managing Capital Expenditures
  • Tools for Evaluating Capital Expenditures
  • Monitoring Expenses
  • Benchmarking Hotel Performance
  • Overview of Benchmarking
  • Benchmarking Revenues
  • Benchmarking Expenses
  • Risk Analysis and Refinancing
  • Risk Analysis of Individual Assets
  • Refinancing

Benefits to the Learner

Participants who complete this course will be able to:

  • Manage contract administration and contract renegotiation
  • Make capital expenditure decisions and manage their execution
  • Use industry-standard benchmarking tools to enhance revenues and reduce costs
  • Perform risk analysis designed to calibrate risk by magnifying revenue enhancement and minimizing costs according to market conditions
  • Perform a refinancing analysis in order to reduce debt cost and to liberate illiquid equity for more productive investments

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

SHA502Conducting Effective Hospitality Marketing Research

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Full Description

Market research reveals how your service is being received by customers, and understanding customers is the key to business success. Research is the cornerstone of the marketing process. Using market research, businesses can anticipate and plan for changes that may impact the bottom line. But what methods of marketing research are there? How you structure the research your company undertakes is crucial to obtaining accurate results.

This course provides the tools and methods needed to undertake the marketing research process. It describes the best methods of data collection and market segmentation, and it explains how market analysis is performed. You learn how to focus your business analysis. You acquire the tools to identify and define target markets, and find out how to work with that information to reach business goals. Once you clearly understand target markets, you work with the concept of strategic positioning, eventually creating a positioning map for your business. You explore the stages of the consumer buying process and examine factors influencing consumer buying decisions. You identify potential conflicts between a consumer’s perception of a product or service and the way a marketer may position it.

Who Should Take This Course?

This course is designed for Hospitality professionals who wish to learn how to conduct effective market research.

Benefits to the Learner

After completing this course you will be able to:

  • Conduct an environmental analysis
  • Develop an effective marketing strategy
  • Use a SWOT analysis to guide strategic planning
  • Identify a target market for a product or service
  • Use a positioning map to determine a strategic position

Authoring Faculty

Judy Siguaw, D.B.A. 

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Hospitality Marketing

Course Schedule

Course Start Date Registration Deadline

SHA562Control of Hotel Real Estate

Learn how investors separate ownership from control of hotel properties, how management contracts are negotiated, and how to prepare term sheets from the perspectives of both owners and operators.

Full Description

In most hotels, the physical ownership of the property is separated from the control and management of the hotel. This course explores the ways in which hotel investors separate ownership from control of the hotel and examines the two major decisions faced by owners: first, what are the benefits and costs of franchise affiliation? Second, under what conditions should an owner hire a professional operator? Participants will learn how management contracts are negotiated and about the motivations of each negotiating party. They will learn to prepare term sheets from the perspectives of both owners and operators to provide insight into how to structure the most advantageous deal. This course also examines contemporary hotel leases prevalent around the world.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content.

This course contains the following modules:

  • Operating Agreement Choices and Trends
  • Who Controls the Operations?
  • Choosing the Operator and Type of Branding
  • Leasing
  • Negotiating Contemporary Hotel Franchise Agreements
  • Evaluating Franchise Affiliation
  • Franchises in the Future
  • Negotiating Contemporary Management Contracts
  • Owner-Manager Relationships
  • Negotiating the Contract: The Provisions of the Term Sheet
  • Case Study: Crafting an Advantageous Management Agreement

Benefits to the Learner

Participants who complete this course will be able to:

  • Explain the factors contributing to deciding who controls the daily operations of hotels and why
  • Describe the key attributes of contemporary hotel leases and their applicability in different international settings
  • Evaluate a proposed franchise agreement
  • Assemble term sheets for new management contracts
  • Analyze management contracts from the perspective of owners and operators

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

HAME515Data Gathering and Analysis in the Hospitality Industry

Gather, describe, and analyze data on the hospitality industry to extract meaningful business information.

Full Description

Making effective business decisions requires gathering and analyzing data. In the hospitality industry we have access to significant amounts of data about customers, buying patterns, pricing, occupancy rates, etc. With a solid understanding of basic statistical analysis, a manager can begin to make sense of all these numbers and extract meaningful business information. A critical first step in many analyses is using surveys to gather data, and this course provides a step-by-step approach to creating and using surveys in your organization. This course also uses hospitality scenarios and hands-on exercises and labs to provide you with the skills needed to gather, describe, and analyze data.

Who Should Take This Course?

This course is important for managers and individuals at any level who need to analyze data for their organization–especially those responsible for project and business planning, market research, revenue management, or designing customer or employee satisfaction surveys. We strongly recommend this course to those who have completed or plan to complete eCornell courses in scenario planning, hospitality marketing, or restaurant revenue management.

Course Format

eCornell takes a problem-based approach to learning, building its courses around realistic case studies and scenarios. All courses are self-paced and are facilitated by an eCornell instructor who leads the online discussions and is available to answer any questions about the course content. This course includes the following modules:

  • Describing and Analyzing Data
    • Hospitable Statistics
    • Graphing
    • Mean, Median, and Other Measures
    • The Normal Distribution
  • Gathering Data
    • Sourcing Data
    • Designing Surveys

Benefits to the Learner

After completing this course, participants will be able to:

  • Discuss applications of statistics in the hospitality industry
  • List common ways in which statistics can be misused to distort or misrepresent data
  • Apply the appropriate graph for a given data set
  • Calculate, define, and apply descriptive statistics including median, mean, and standard deviation
  • Use Excel's display and analysis tools for graphs, PivotTables, descriptive statistics, and optimal problem solutions
  • Describe the normal distribution
  • Describe and select appropriate methods of gathering data
  • Choose appropriate survey methods

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately 5-6 hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate:

  • Hospitality Marketing

Course Schedule

Course Start Date Registration Deadline

SHA565Developing an Asset Management Strategy

Develop an asset management strategy and plan; use contemporary techniques to create forecasts and analyze sell versus hold alternatives.

Full Description

The hotel asset manager is responsible for managing lodging investments to meet the specific objectives of ownership. The asset manager’s role in building value is analyzed at both the portfolio and the property level. This course focuses on the importance of developing a strategic vision for asset management, and for using the latest asset management techniques in pursuit of that strategic vision. Participants will examine the role of the asset manager in real estate portfolio management and learn how to develop a strategic vision for asset management. They will learn how to create an asset management plan designed to accomplish long-term financial goals, create forecasts, and build models that analyze sell versus hold alternatives and make optimal recommendations consistent with the asset management strategy and plan.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Portfolio Management
  • Why Real Estate in the Portfolio?
  • Economics of Portfolio Management
  • Asset Management
  • The Asset Management Process
  • Highest and Best Use Forecasting
  • Creating the Asset Management Plan
  • Sell Versus Hold Decisions
  • Sell v. Hold Strategies
  • Selling and Holding
  • Making the Decision

Benefits to the Learner

Participants who complete this course will be able to:

  • Analyze the asset manager’s role in building value at both the portfolio and the property level
  • Develop a strategic vision for asset management
  • Create an asset management plan for a property’s long-term needs
  • Model the optimal holding period and make recommendations on selling versus holding the asset

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

SHA544Displacement and Negotiated Pricing

Group events, conferences and negotiated business bookings frequently account for over 50% of hotel room reservations. This course will prepare you to develop your own data-driven, systematic approach to group pricing.

Full Description

Group events, conferences and negotiated business bookings frequently account for over 50% of hotel room reservations. This course will prepare you to develop your own data-driven, systematic approach to group pricing. You’ll also learn how to anticipate displacement—specifically how a property estimates the number of future arrivals that will have to be turned away when at capacity. Predicting transient business (non-group, individual business travelers) amid negotiated bookings is also a component when considering the effects of displacement on customer satisfaction. Forecasting displacements and setting parameters for negotiating price will help you determine the number of rooms to allocate to each customer segment. Another key metric is win rate—the probability that a group will accept the quoted price—and the trade-offs to be made around profit margins.

Benefits to the Learner

Upon completion of this course you will be able to:

  • Employ transient revenue management techniques and negotiated selling.
  • Learn how to calculate optimal market mix.
  • Determine the optimal mix of negotiated versus transient business.
  • Evaluate requests for group/negotiated business.

Course Schedule

Course Start Date Registration Deadline

SHA561Financial Analysis of Hotel Investments

Evaluate hotel investment and hotel financing decisions and structure deals that meet the needs of the owner, the operator, and the lender.

Full Description

A hotel’s real estate is one if its most valuable assets and it is essential to be able to accurately value this critical investment. This course uses practical and theoretically grounded tools of investment analysis and valuation to introduce participants to contemporary practices in lodging investments. Participants will learn to evaluate hotel investments and hotel financing decisions and structure deals that meet the needs of the owner, the operator, and the lender. This course explores the multiple elements and factors involved in the hotel investment decision including the hotel owner-operator-lender partnership and the different ways each party will evaluate a real estate investment deal. This multi-party view will enable you to negotiate the most favorable agreement based on your priorities and requirements and evaluate alternatives. This course provides thorough coverage of how a deal is structured using debt and equity financing, and the impact of debt financing on equity returns.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • The Hotel Owner-Operator-Lender Partnership
  • Partnering Owners, Operators, and Lenders
  • Different Owners Have Different Reasons to Invest
  • Capital Budgeting Decision Models
  • Evaluating the Deal: How Owners, Operators, and Lenders Evaluate Proposed Projects
  • How the Owner Evaluates the Project
  • How the Operator and Lender Evaluate the Project
  • Overview of Hotel Market Valuation Methodologies
  • Structuring the Deal: Current Equity and Debt Financing Structures
  • Hotel Financing Cycle: Equity Financing
  • Hotel Financing Cycle: Debt Financing
  • Course Project: Investment Construction and Analysis
  • Benefits to the Learner

Participants who complete this course will be able to:

  • Explain the varied motivations of owners, operators, and lenders in pursuing real-estate investments
  • Analyze and evaluate investment projects from the perspective of owners, operators, and lenders
  • Structure hotel investments that meet the needs of all parties
  • Make informed decisions about the attractiveness of hotel investments, especially the decision to invest equity in a hotel

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

SHA508Foodservice Management: Control Systems and Related Systems

Explore the functions of management and the stages in the development of a successful high-level manager. Discover how managers establish and use operational systems for purchasing, receiving, and storage.

Full Description

This course explores the functions of management and looks at the stages foodservice managers grow through as they progress from assistant managers to unit managers and finally to multi-unit managers. It looks at various devices such as schedules, forecasts, and operational statements managers use to guide their operations and monitor the effectiveness of each of the other foodservice systems.

In this course, you learn the causes of loss, and practice the techniques you can use to prevent loss from happening. Using a case study as context, you explore several management roles and react to different proposals provided.

The course explains how managers use operational systems to procure the correct products, and ensure that the quality and yield of the products are maintained as they flow into production. In the course, you find out how to establish systems for purchasing, receiving, and storage. You learn to use standardized recipes and plate presentations to help assure that consistent, high-quality food items reach the customer.

[SHA 508] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Foodservice managers who wish to move up in their organization. Learn to identify successful marketing and merchandising strategies for their particular foodservice operation.

Benefits to the Learner

After completing this course, you will be able to:

  • Assess the effectiveness of a foodservice control system
  • Assess the effectiveness of a foodservice management system
  • Explain the value of foodservice operation systems for menu planning, purchasing, receiving, storage and issuing, and production

Authoring Faculty

Stephen A. Mutkoski, Ph.D.

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Foodservice Management

Course Schedule

Course Start Date Registration Deadline

SHA506Foodservice Management: Marketing, Service and HR Systems

Learn how to enhance the customer experience at your foodservice operation and increase the effectiveness of key internal systems, too. Find out why market research should drive decisions about service style and service level, and get the tools you need to handle customer- and employee-related management challenges.

Full Description

To be successful, you need to understand the expectations and values of your customers. This course shows you how to define your customers’ values, and then make the kinds of strategic decisions that will enhance the customer experience and increase your chances of success. It examines how research in marketing drives decisions about service style and service level and explains how to hire and train staff that can perform at that level. In addition, it provides the tools you need to handle the challenges that come from the people-side of the business: customers and employees, too.

Take this course to explore sources of market information, and learn to use that information for the development of a new concept or repositioning an existing concept. Identify strategies for influencing customer value perception. Learn to use the concept of the restaurant lifecycle to monitor and adjust your operation to keep it successful.

The course shows you how a manager can have a positive impact on employee recruitment, selection, orientation, training, and retention. It explains why a reservations system is a strategic tool and examines the uses of staffing and scheduling systems, too. It presents approaches you can take to monitoring and managing the customer service experience, including ways to handle customer complaints.

[SHA 506] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Foodservice professionals who want to learn how market research can enhance the customer service experience at their foodservice operation and get the tools they need to handle customer and employee related management challenges.

Benefits to the Learner

After completing this course, you will be able to:

  • Assess your market using market research data
  • Develop a restaurant concept
  • Influence customer value perception
  • Use service systems and human resources systems more effectively

Authoring Faculty

Stephen A. Mutkoski, Ph.D.

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Foodservice Management

Course Schedule

Course Start Date Registration Deadline

SHA507Foodservice Management: Menu Planning and Marketing & Merchandising Strategies

Find out why the menu is the starting point for meeting customer expectations and achieving the business objectives of a foodservice operation. This course explores the importance of menu design and layout, and looks at the integral part the menu plays in conveying the personality of the foodservice. It explains how managers use operational systems to support their business objectives.

Full Description

The menu is the starting point for meeting customer expectations and achieving the business objectives of a foodservice operation. This course looks at the integral part the menu plays in conveying the personality of the foodservice, and shows how the operational systems are used to ensure quality and yield. It explores the objectives of an effective menu and the importance of menu design and layout. Through this course, you learn to influence customer preference using menu terms. You find out about the psychological aspects of menu prices. You use a menu-rating form to evaluate a menu's content and design, and you find out how to identify menu winners and losers. You are introduced to strategic pricing and the use of various pricing models. The course explains how managers use operational systems to procure the correct products, and ensure that the quality and yield of the products are maintained as they flow into production. In the course, you find out how to establish systems for purchasing, receiving, and storage. You learn to use standardized recipes and plate presentations to help assure that consistent, high-quality food items reach the customer.[SHA 507] is geared towards [audience] and consists of [one two-week] course.After completing this course, you will be able to:
  • Explain the value of foodservice operation systems for menu planning, purchasing, receiving, storage and issuing, and production
  • Assess the effectiveness of these systems

Course Schedule

Course Start Date Registration Deadline

SHA532Forecasting and Availability Controls in Hotel Revenue Management

Use forecasts to predict demand and learn how demand influences other organizational functions. Calculate and account for error and apply length-of-stay controls

Full Description

All successful revenue management strategies are based on the ability to forecast demand accurately and control room availability and length of stay. This course explores the role of the forecast in a comprehensive revenue management strategy, including the selection of the best type of forecast and the impact of forecasting on other functions such as labor scheduling and purchasing. It presents a step-by-step approach to the mechanics of creating an accurate forecast. Participants learn how to build booking curves; account for ?pick-up?; segment demand by market, group, and channel; and calculate error and account for its impact. The course also explores the impact of availability controls, including length-of-stay management, on revenue management and how they can be leveraged. Participants use Microsoft Excel to practice forecasting and availability control techniques.

Who Should Take This Course?

This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.

Benefits to the Learner

Participants who complete this course will be able to:

  • Explain the role of forecasting in hotel revenue management
  • Create a forecast and measure its accuracy
  • Apply length-of-stay controls to their hotel
  • Manage availability and make rate recommendations based on demand patterns

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately five to six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Hotel Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA547Hospitality Customer Engagement through New Media Marketing

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Full Description

Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns? In this course, you’ll examine innovations and trends in new media, and ways to leverage them to your brand’s advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you’ll discuss how to measure the success of those efforts. You’ll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area. Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

Who Should Enroll in This Course?

This course is designed for hospitality professionals who are involved in revenue-generating roles at the property or corporate level, and marketing and sales personnel with minimal experience in online and new media marketing.

Requirements

Participants must take SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search before they can take this course.

Benefits to the Learner

After completing this course, you will be able to:

  • Control and meet customer expectations.
  • Enhance customer value.
  • Enable real-time customer-service recovery measures.
  • Respond appropriately in service-recovery scenarios.
  • Evaluate financial and customer performance metrics.
  • Sustain organizational success amid technological change.
  • Organize your firm for long-term competitiveness.

Authoring Faculty

Bill Carroll PhD, Rob Kwortnik PhD

Sponsoring School

Cornell University’s School of Hotel Administration

Course Schedule

Course Start Date Registration Deadline

SHA531Introduction to Hotel Revenue Management

Implement a revenue management strategy that maximizes profits by shifting the focus to managing revenue per available room. Apply effective pricing models and duration-management techniques.

Full Description

Implementing a revenue management strategy can be one of the most important revenue-generating initiatives available to a hotel, significantly increasing room revenue and profits. This course provides an overview of revenue management applications to the hotel industry designed to inspire a strategic shift to managing revenue per available room (RevPAR). Revenue management is a systematic process designed to increase revenue by selling the right room to the right person at the right time for the right price. In addition to evaluating different pricing models and applying duration-management strategies, this course provides a foundation for more advanced revenue management courses in forecasting, group management and overbooking, pricing strategy, and application of revenue management techniques to other hospitality-related industries including spas and athletic facilities.

Who Should Take This Course?

This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.

Benefits to the Learner

Participants who complete this course will be able to:

  • Describe hotel revenue management and its benefits to the organization
  • Discuss the strategic levers of hotel revenue management and how they can be manipulated to increase revenue
  • Describe hotel revenue management in terms of its component parts and critical considerations
  • Recommend non-traditional ways in which revenue management techniques can be applied to increase revenue in the hospitality industry

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately five to six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Hotel Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA509Introduction to Restaurant Revenue Management

Learn the key concepts of the restaurant revenue management approach and find out how you can implement this approach in five steps. See how others have used revenue management successfully to increase revenue during hot, warm, and cold business periods.

Full Description

This course demonstrates that, by manipulating meal duration and price, restaurant managers can maximize revenue using the restaurant revenue management approach. Learn the key concepts of revenue management, and find out how others have implemented this approach successfully, increasing revenue from two to five percent.

In this course, you learn to view the restaurant’s revenue capability using the concept of “revenue per available seat hour” and you learn how to calculate this value. You discover the value of identifying hot, warm, and cold revenue periods and learn how to maximize revenue in each. You are introduced to the five steps in the revenue management process and discover the conditions necessary for the successful implementation of the revenue management approach.

Who Should Take This Course?

This course is designed for Foodservice managers who need to learn the key concepts of the restaurant revenue management approach.

Benefits to the Learner

After completing this course, you will be able to:

  • Develop detailed recommendations for improving revenue
  • Implement strategies to increase hot, warm, and cold revenue periods
  • Analyze the potential return on investment associated with implementing restaurant revenue management strategies
  • Measure the improvement associated with implementation of strategies developed using restaurant revenue management

Authoring Faculty

Sherri Kimes, Ph.D., Professor

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Restaurant Revenue Management
  • Foodservice Management
  • Essentials of Hospitality Management

Course Schedule

Course Start Date Registration Deadline

HAME512Managing People More Effectively

This course teaches you to recognize the signs of stress so that you can manage stress effectively. It presents the steps of the counseling process and enables you to initiate a counseling relationship when appropriate.

Full Description

We experience stress as a normal response to changes, demands, pressures, or threats. When we fail to deal effectively with stressful situations, we continue to experience the stress response, leading to tension. This course provides coping strategies and stress-reducing techniques that managers and their employees can use—not only to improve their job performance but also to greatly reduce their risk of experiencing the harmful effects of ongoing stress.

In the second part of the course, coaching techniques and exercises are presented. Counseling is an increasingly important skill for managers in the hospitality industry. Those managers who have mastered the basic skills of coaching can improve productivity by serving as resources to their colleagues and to their organization.

This course looks at stress from the perspectives of both the individual and the organization. In it, you learn the different types and sources of stress and how people react to them. You develop your ability to recognize the signs of stress so that you can manage stress effectively. You discover the factors that determine an individual’s ability to cope with stress. Additionally, you learn the steps of the counseling process, the signs that indicate that an individual may need counseling, and the signs that indicate an individual may require professional help.

[HAME512] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Hospitality professionals seeking to manage stress at any level of the organization.

Benefits to the Learner

After completing this course, you will be able to:

  • Recognize and manage your own stress-related symptom
  • Recognize signs and symptoms that indicate an employee may need your help managing stress-related problems, or may need professional help
  • Implement appropriate and effective coaching strategies

Authoring Faculty

Judi Brownell Ph.D., Professor and Florence Berger, Ph.D., Professor Emeritus

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Essentials of Hospitality Management
  • Managing People for Success

Course Schedule

Course Start Date Registration Deadline

SHA512Managing Revenue with Pricing

Pricing is one of the cornerstones of restaurant revenue management. This course shows you how to use variable pricing to increase revenue at your restaurant. It prepares you to perform analyses and make calculations needed for successful revenue management implementation.

Full Description

Making price more variable is essential to maximizing revenue. This course presents pricing strategies you can use to make price more variable, and it considers the pros and cons of using variable-pricing strategies. The course examines how the availability of resources, certain staff issues, and financial impact are important considerations during the implementation of an overall restaurant revenue management strategy. It describes the analysis and planning required during the implementation of strategies associated with restaurant revenue management.

Pricing concepts covered in this course include price discrimination, price elasticity, and price customization. You learn about pricing strategies like demand-based pricing, rate fences, and menu engineering, and you learn how to select and implement the strategies that will be most profitable for you. You find out how to calculate costs and estimate the payback period for potential investments associated with implementation. You examine related staffing, management, and training issues.

[SHA 512] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed to show Foodservice managers how to use variable pricing to increase revenue at their restaurant.

Benefits to the Learner

After completing this course, you will be able to:

  • Select and implement pricing strategies to increase revenue
  • Assess the financial impact of restaurant revenue management strategies
  • Calculate the costs and payback periods associated with implementation
  • Address implementation issues associated with staffing, management, and training

Authoring Faculty

Sherri Kimes, Ph.D., Professor

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Restaurant Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA510Managing Revenue with Service Cycle Changes

Discover how to use service cycle data to identify operational problems that may be inhibiting your ability to generate revenue. Using practical analytical tools, diagnose and solve issues that have made it difficult to increase your revenue.

Full Description

If you’re wondering what might be inhibiting your ability to generate revenue, this course shows you how to find answers in standard service cycle data. It shows you what data to collect and how to analyze that data. Through an examination of two case studies, the course illustrates how service cycle durations are measured and how “revenue per available seat hour” is calculated. It provides the skills that will enable you to manage revenue more effectively.

This course describes a variety of tools you can use to find the causes underlying operational problems. These tools include service blueprints, bottleneck analyses, and fishbone diagrams. Learn what they are and how they work together to help you identify, isolate, and solve operational problems. Take advantage of the opportunities the course provides for hands-on practice in the use of each one and in the calculation and use of RevPASH.

[SHA 510] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Foodservice professionals to discover how to use service cycle data to identify operational issues.

Benefits to the Learner

After completing this course, you will be able to:

  • Analyze service cycle data to identify potential problems  
  • Increase revenue by addressing meal duration problems

Authoring Faculty

Sherri Kimes, Ph.D., Professor

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Restaurant Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA511Managing Revenue with Table Mix

This course on restaurant revenue management explains why both meal duration and occupancy levels have a profound effect on the bottom line. It presents concepts, methods, and strategies managers can use to increase revenue.

Full Description

Did you know that shorter meal durations lead to greater revenue—even when the average check remains the same? Of course, increases in occupancy lead to increases in revenue, too. This course on the restaurant revenue management approach explores the close relationship between revenue and both meal duration and occupancy levels. It provides the key conceptual frameworks and tested, practical advice managers need to increase revenue by leveraging occupation and duration effectively.

Take this course to learn about strategies for managing meal duration and arrivals. Use it to develop your understanding of demand and to learn to make demand calculations. Find out how to calculate occupancy rates, analyze factors contributing to occupancy rate, and perform table mix calculations. Discover how to use these skills to increase revenue.

[SHA 511] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Foodservice professionals who want to learn about strategies for managing meal duration, arrivals, and demand.

Benefits to the Learner

After completing this course, you will be able to:

  • Calculate demand
  • Develop strategies for improving table mix
  • Implement strategies to manage arrival patterns and meal duration

Authoring Faculty

Sherri Kimes, Ph.D., Professor

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Restaurant Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA501Marketing Fundamental for the Hospitality Industry

Strengthen your grasp of the fundamentals of marketing, concentrating on the role and scope of marketing in the hospitality industry.

Full Description

The most important objective in your business is to identify and satisfy customers. This is the primary role of marketing—a continuous process in which your ideas and analysis lead to actions and results, generating further ideas and analysis. In the current era, in which competition is intense and demand is uncertain, a marketing orientation is vital to success. By focusing on the needs of the customer, you are able to realize your sales goals and successfully compete in the marketplace.

This course is designed to teach you the role and scope of marketing in an organization. You investigate many of the core conditions and concepts around which successful marketing and product placement are centered. You find out which factors provide value for customers and learn the essential principles of marketing that characterize the present era of market orientation. You explore and apply these principles through the examination of several case studies. You build your understanding of marketing and the development of marketing strategies, so you can serve your customers and deal effectively with competitors.

Who Should Take This Course?

This course is designed for Hospitality professionals recently entering the marketing venue and marketing professionals who seek to expand their understanding of the role of marketing.

Benefits to the Learner

After completing this course you will be able to:

  • Make clear and effective marketing choices
  • Apply the fundamental concepts of marketing to the development of a marketing plan

Authoring Faculty

Judy Siguaw, D.B.A. 

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Hospitality Marketing
  • Essentials of Hospitality Management

Course Schedule

Course Start Date Registration Deadline

SHA546Marketing the Hospitality Brand through New Media: Social, Mobile & Search

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

Full Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management. You’ll experience the challenges involved in maintaining your brand’s promise across a growing array of new media channels. You’ll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You’ll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing. You’ll learn directly from some of the heaviest hitters in new media for hospitality – CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm’s "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Who Should Enroll in This Course?

This course is designed for hospitality professionals who are involved in revenue-generating roles at the property or corporate level, and marketing and sales personnel with minimal experience in online and new media marketing.

Benefits to the Learner

After completing this course, you will be able to:

  • Define, align, and refine a brand promise for your organization.
  • Evaluate the use of search-engine optimization and search-engine marketing for your organization.
  • Enhance your organization’s engagement through emerging-media marketing.
  • Draw group business through new media tactics.
  • Project your organization’s brand promise effectively and consistently across an array of new-media channels.
  • Increase your transaction effectiveness.

Authoring Faculty

Bill Carroll PhD, Rob Kwortnik PhD

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

This course requires 6-8 hours of learning time per week over the course of two weeks.

Course Schedule

Course Start Date Registration Deadline

SHA505Meeting the Challenges of Foodservice Management

This course identifies major challenges facing foodservice operations and delivers the strategies hospitality professionals need to address them. It explores success and failure, providing critically useful perspectives for those intending to plan, open, and manage a foodservice operation.

Full Description

Success in the restaurant business is based upon the ability to know what characterizes a sustainable customer base, and to be able to serve the needs and expectations of that base better than your competition does. This course prepares you for success by investigating key topics you must understand before planning, opening, and managing a foodservice operation.

In this course, explore the key reasons that a food and beverage operation is successful. Learn strategies for managing trends and fads in the foodservice industry, and discover the opportunities and risks associated with incorporating trends and fads in a foodservice operation. Develop your understanding of labor, technology, and economic issues, as well as issues having to do with the competition and with consumer attitudes. Identify major challenges facing foodservice operators, such as changing lifestyles and demographics and labor market issues, and look at ways those challenges are being met today.

[SHA 505] is geared towards [audience] and consists of [one two-week] course.

Who Should Take This Course?

This course is designed for Foodservice professionals who wish to learn success strategies in facing major challenges in planning, opening and managing a foodservice operation.

Benefits to the Learner

After completing this course, you will be able to:

  • Identify the factors that drive a restaurant’s success or failure
  • Discuss current issues and challenges affecting foodservice operations
  • Employ strategies to manage trends and fads

Authoring Faculty

Stephen A. Mutkoski, Ph.D.

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Restaurant Revenue Management
  • Foodservice Management
  • Essentials of Hospitality Management

Course Schedule

Course Start Date Registration Deadline

SHA535Non-Traditional Applications of Hotel Revenue Management

Develop, implement, and monitor revenue-maximizing strategies in hospitality-related industries. Maximize top-line revenue in spas, golf courses, and meeting spaces.

Full Description

Revenue management can be applied to any industry with relatively fixed capacity, time-variable demand, and perishable inventory. This course teaches you how to apply revenue management concepts and practices to hospitality-related industries such as restaurants, meeting spaces, spas, and golf facilities. You?ll learn a step-by-step process to develop, implement, and monitor a revenue management strategy to maximize top-line revenue.

Who Should Take This Course?

This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.

Benefits to the Learner

Participants who complete this course will be able to:

  • Refine the practice of revenue management to include other aspects of the hotel industry
  • Extend the practice of revenue management to other industries
  • Lead a revenue management effort, from gathering baseline data to monitoring results post-implementation

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately five to six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Hotel Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA534Overbooking Practices in Hotel Revenue Management

Overbook strategically to account for no-shows and minimize costs, uncertainty, and customer impact. Examine visiting groups' costs and revenues to identify profitable targets.

Full Description

Businesses that accept reservations must cope with the problem of no-shows: customers who make a reservation but fail to honor it. Hotels can protect themselves against revenue lost from no-shows and generate increased revenue by overbooking. This course teaches you how to strategically overbook and how to manage issues associated with overbooking, as well as how to evaluate groups and determine which rates to charge. This course explores the components of a successful overbooking strategy including no-show forecasting, no-show rates, arrival uncertainty, pricing policies, and cancellation forecasts. It explores the risks of overbooking and presents strategies to minimize costs and mitigate customer impact. To fully realize your property's revenue potential, you must be able to manage group reservations. This course teaches you how to create a group forecast and explores yieldable and non-yieldable business and incremental group costs and revenue opportunities. It introduces models to calculate displacement costs and contribution margins to determine which groups are most profitable. Participants use Microsoft Excel to practice overbooking and group-management techniques.

Who Should Take This Course?

This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.

Benefits to the Learner

Participants who complete this course will be able to:

  • Develop an overbooking approach
  • Manage issues associated with overbookingEvaluate groups
  • Determine appropriate group rates

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately five to six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Hotel Revenue Management

Other Requirements

Use of Microsoft Excel is required for this course.

Course Schedule

Course Start Date Registration Deadline

SHA541Price and Inventory Controls

Technology- and Internet-savvy consumer behaviors have fundamentally changed the way in which revenue is managed. This online course encourages those schooled or experienced in traditional revenue management to elevate and fine-tune their approach to price manipulation, length of stay, and demand and availability control. This curriculum will prepare students to succeed in this new, highly competitive hospitality landscape.

Full Description

Technology- and Internet-savvy consumer behaviors have fundamentally changed the way in which revenue is managed. This online course encourages those schooled or experienced in traditional revenue management to elevate and fine-tune their approach to price manipulation, length of stay, and demand and availability control. This curriculum will prepare students to succeed in this new, highly competitive hospitality landscape. You’ll investigate individual cases and strategies used by the world’s top airlines, casinos, hotels and car rental businesses. Learn how these top companies optimize their price setting and inventory control measures to generate maximum profit and minimize systematic inefficiencies. Whether you’re preparing to create a proprietary revenue management system or use a commercially available revenue management system, the principles and techniques learned in this course will serve as a foundation for the rest of the Advanced Revenue Management certificate program. You are required to complete Pricing and Inventory Controls first in this series of five courses.

Benefits to the Learner

Upon completion of this course you will be able to:

  • Estimate the marginal value of capacity.
  • Increase revenue through price, length of stay, demand, and availability controls.
  • Make pricing decisions based on calculations of uncertainty.
  • Increase your use of multiple resource controls, including rate and length of stay in your overall revenue management strategy.

Course Schedule

Course Start Date Registration Deadline

SHA542Price Sensitivity and Pricing Decisions

Pricing strategy is the central component in your overall profit performance. This online course prepares you to anticipate the impact certain pricing decisions will have on consumer demand and thrive in a highly competitive environment.

Full Description

Pricing strategy is the central component in your overall profit performance. This online course prepares you to anticipate the impact certain pricing decisions will have on consumer demand and thrive in a highly competitive environment. You’ll learn to measure demand sensitivity to your price changes, measure the overall impact and even analyze and improve upon your competitors’ strategies. See how pricing strategies in economic declines can bring volatility and bring about a “price war” situation, like that of the airline industry. This course also provides the tools to conduct a break-even analysis, which is used to determine a baseline volume and price that will generate positive revenue. Closely aligned with the break-even analysis is the concept of price elasticity, which is the measurement of change in demand as it relates to a change in price. By measuring demand sensitivity, running a break-even analyses and forecasting price elasticity you’ll be able to develop have a measured, data-driven approach to pricing strategy geared toward positive revenue generation and sustained profitability for your operation.

Benefits to the Learner

Upon completion of this course you will be able to:

  • Employ a strategic proactive approach in pricing decisions.
  • Evaluate the effectiveness of price elasticity in pricing decisions.
  • Estimate price sensitivity when formulation pricing strategies.
  • Use mathematical modeling to analyze variable pricing strategies.

Course Schedule

Course Start Date Registration Deadline

SHA533Pricing Strategy and Distribution Channels in Hotel Revenue Management

Set prices that are congruent with your organization's positioning and sales strategies. Use the appropriate distribution channels to manage prices.

Full Description

Pricing is one of the most powerful tools a hotel can use to increase revenue. This course teaches you how to set the right prices, develop rate fences (differentiate prices by customer type), and use multiple distribution channels to manage price more effectively. You?ll learn about the impact of variable pricing and discounting on revenue management in the context of price elasticity, optimal price mix, perceived fairness, and congruence with positioning and sales strategies. Channel management is an essential tool for controlling differentiated pricing, maintaining rate fences, and increasing revenue. You?ll explore various approaches to managing distribution channels including direct sales, agencies, the Internet, and opaque pricing channels. Finally, discussions of best practices and industry case studies help you extend and contextualize your learning experience. Participants use Microsoft Excel to practice pricing and distribution-channel-management techniques.

Who Should Take This Course?

This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.

Benefits to the Learner

Participants who complete this course will be able to:

  • Use variable pricing strategies to increase revenue
  • Develop effective rate fences
  • Manage prices using distribution channels

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately five to six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Hotel Revenue Management

Course Schedule

Course Start Date Registration Deadline

SHA545Search Engines and Online Selling: Stimulating Incremental Demand

Today’s consumers rely less upon traditional travel agents and more on web-based research when booking travel. In this online course you’ll learn to develop online strategies designed to improve your standing in Internet search results, called Search Engine Optimization (SEO), and increase your visibility to target customers.

Full Description

Today’s consumers rely less upon traditional travel agents and more on web-based research when booking travel. In this online course you’ll learn to develop online strategies designed to improve your standing in Internet search results, called Search Engine Optimization (SEO), and increase your visibility to target customers. Learn how to optimize your position on Internet search results and increase conversions: the moment when a search becomes a purchase. Online travel agencies are especially popular because they provide one-stop convenience and notifications for consumers searching for deals and promotional opportunities. The success of online travel agency is largely attributable to their marriage of leading-edge technology and a keen insight into consumer behavior patterns.

Benefits to the Learner

Upon completion of this course you will be able to:

  • Employ search engine marketing techniques through paid and organic search optimization techniques.
  • Recognize the role and opportunities of online travel agencies in demand stimulation and management.
  • Stay current and ahead of the competition with the newest, most effective ways to sell online.

Course Schedule

Course Start Date Registration Deadline

SHA543Segmentation and Price Optimization

Segmenting your customer base is critical to developing a variable pricing scheme. By identifying core groups of customers and their purchasing habits, you can target them accordingly by setting prices that will help you win their business over your competition. Without proper segmentation, however, dynamic pricing can backfire, which can alienate consumers and turn them into perpetual deal-seekers.

Full Description

Segmenting your customer base is critical to developing a variable pricing scheme. By identifying core groups of customers and their purchasing habits, you can target them accordingly by setting prices that will help you win their business over your competition. Without proper segmentation, however, dynamic pricing can backfire, which can alienate consumers and turn them into perpetual deal-seekers. This course expands upon the central concepts in revenue management—RevPAR (Revenue Per Available Room) and RevPASH (Revenue Per Available Seat Hour)—with the goal of selling the right room or reserving the right table for the right person at the right time. Get your organization properly managing inventory and using market-based pricing to maximize revenue. If you can achieve a workable segmentation and variable pricing scheme, you won’t need to adjust prices as often. Many hotels and hospitality organizations have used stable prices to create a marketing advantage, by providing stable rates for customers who appreciate consistency. Finding the right mix in variability and stability in pricing, and setting upgrade policies, are what generate repeat business from happy customers and create an environment for sustained profitability.

Benefits to the Learner

Upon completion of this course you will be able to:

  • Make smart pricing decisions based on market segmentation.
  • Evaluate the relationship between segmentation and discounting.
  • Understand variable versus dynamic pricing.
  • Predict the diluting impact of poor segmentation.
  • Use inventory management, price optimization and market-based pricing techniques.
  • Develop an upgrade policy, and evaluate its marginal value.

Course Schedule

Course Start Date Registration Deadline

SHA548Social and New Media Marketing

Marketing strategies to extend, protect, and enhance your brand using social media marketing, mobile marketing, and search-engine technologies.

Full Description

Course Description

Using new media such as social media, mobile marketing, and search marketing (SEM), you can reach customers in previously impossible ways. Customer interactions with your brand are paramount in your overall marketing plan. This online marketing course provides a grounding in marketing brand management, focusing on the importance of identifying and establishing your “brand promise”–the experience your guests take away from engaging with your brand–as the basis of new-media marketing management. By answering a few smart questions–Who are our customers? What are their needs and wants? How can we satisfy those needs and wants more effectively and efficiently than the competition?–you gather the information required to craft a “brand promise” that engages the client fully, effectively cutting off the competition.

In this course, you experience the challenges of maintaining your brand’s promise across a growing array of new-media channels. We present you with sound marketing concepts and advice from industry experts, and you receive actual experience with new media in exercises and simulations. You’ll then apply what you have learned with a hands-on project based on your existing marketing efforts. Your finished project is an action plan for managing your brand in the social-media space.

See first-hand how implementing new media can help you deliver on your firm’s “brand promise,” enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Who Should Enroll in This Course?

This course is designed for professionals who are involved in revenue-generating roles, and marketing and sales personnel with minimal experience in online and new media marketing.

Course Schedule

Course Start Date Registration Deadline

HAME516Statistical Decision Making for Hospitality Managers

Predict future behavior from existing data. Make effective decisions by using statistical tools, identifying significant trends, and analyzing organizational data.

Full Description

Being able to discern meaningful and statistically significant trends in your organization's data will allow you to make more effective decisions. For example, do your company's sales correlate with the age or income level of the buyer? How might the answer affect your marketing and promotion plan and budget? This course presents several hospitality scenarios designed to help you answer these questions. You will learn about correlation, regression, and probability – tools that will help you predict future behavior based on existing data. The course includes several hands-on activities and labs to reinforce the key concepts.

Who Should Take This Course?

This course is important for managers and individuals at any level who need to analyze data for their organization–especially those responsible for project and business planning, market research, revenue management, or designing customer or employee satisfaction surveys. We strongly recommend this course to those who have completed or plan to complete eCornell courses in scenario planning, hospitality marketing, and restaurant revenue management.

Course Format

eCornell takes a problem-based approach to learning, and our courses are built around realistic case studies and scenarios. All courses are self-paced and are facilitated by an eCornell instructor who leads the online discussions and is available to answer any questions about the course content. This course includes the following modules:

  • Relating Data – Correlation and Regression
    • Correlation
    • Regression
  • Using Data – Probability and Significance
    • Calculating Probability
    • Determining Significance

This course is the second in the two-course "Statistical Decision Making" program. eCornell strongly suggests that students complete the first course in this program, "Data Gathering and Analysis in the Hospitality Industry," prior to enrolling in this course.

Benefits to the Learner

After completing this course, participants will be able to:

  • Calculate and define correlation and regression
  • Calculate the probability of a given event occurring
  • Determine if the results of a data analysis are statistically significant

Authoring Faculty

Sheryl E. Kimes, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately 5-6 hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate:

  • Hospitality Marketing

Course Schedule

Course Start Date Registration Deadline

SHA551Strategic Hospitality Management I: Formulating Strategy

Develop a strategic perspective for your firm and create a strategy designed to establish a clear organizational direction.

Full Description

The most successful hospitality managers and leaders are able to see their properties or companies from a strategic perspective. They use this skill to differentiate themselves from their competition and create value for their customers and for the organization. This course develops these skills by introducing key aspects of strategy formulation with an emphasis on the strategic management process, business direction, and an assessment of the broad external environment. The strategic management process is used as a framework to establish a clear organizational direction and set objectives. Participants use the process to monitor, forecast, and adapt to environmental forces that are difficult or costly to influence. This course defines and distinguishes strategic decisions from operational decisions and focuses on a deliberate strategy-creating process. Participants develop the skills and techniques necessary to prepare mission and vision statements for their firm, communicate that direction internally, and strategically evaluate trends in the external environment.

Who Should Take This Course?

This course is designed for senior leadership within hospitality organizations, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Strategy and Strategic Management
  • What is strategy?
  • Strategy vs. operations
  • The strategic management process
  • Direction Setting
  • Elements of direction setting
  • Communicating a direction
  • The External Environment
  • Analyzing trends
  • Strategies and the macro environment

Benefits to the Learner

After completing this course, participants will be able to:

  • Formulate a strategic vision and mission for directing their organization
  • Communicate their organization’s direction
  • Perform an assessment of the general external environment

Authoring Faculty

Cathy A. Enz, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:  

  • Strategic Hospitality Management

Course Schedule

Course Start Date Registration Deadline

SHA552Strategic Hospitality Management II: Creating Value

Evaluate strategic alternatives and leverage the firm's internal resources and capabilities to create value and sustainable competitive advantage.

Full Description

Long-term success in the hospitality industry requires a competitive advantage that can be leveraged to deliver superior results. This course focuses on the overall process of creating value within a firm and how managers can create sustainable competitive advantage by utilizing key internal resources and capabilities. Successful hospitality managers and leaders have a thorough understanding of the process of creating value and the role of the value proposition in developing the best strategy to create a unique, sustainable competitive advantage. This course develops the skills necessary to evaluate strategic alternatives such as cost advantage and differentiation strategies, as well as the strategies of competitors, where they generate value, and their positioning. Participants learn to assess business-level strategies designed to create value at the property level; and corporate strategies, which deal with the strategic direction of the firm, the markets in which it will compete, and managing a portfolio of properties. Participants develop the skills to assess the ability of a variety of strategic alternatives to create value and competitive advantage as well as how to perform value-chain and competitor analyses to inform strategic decision-making.

Who Should Take This Course?

This course is designed for senior leadership within hospitality organizations, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Business-Level Strategies
  • Value and the value proposition
  • Cost advantage and differentiation strategies
  • Best-value strategy
  • Sustainable Competitive Advantage
  • The components of competitive advantage
  • Value chain analysis
  • Competitor analysis
  • Corporate-Level Strategies
  • Corporate growth strategies
  • Strategy selection criteria

Benefits to the Learner

After completing this course, participants will be able to:

  • Create value and sustainable competitive advantage at their hotel
  • Recommend strategies for competitive positioning appropriate to their hotel

Authoring Faculty

Cathy A. Enz, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Strategic Hospitality Management

Course Schedule

Course Start Date Registration Deadline

SHA553Strategic Hospitality Management III: Implementing Strategy

Implement a strategy and establish a control system to ensure that strategic objectives are met.

Full Description

The most-common reasons why good strategies fail are poor execution and implementation. This course is designed to develop the skills in hospitality managers and leaders to implement a strategy and ensure ongoing superior results. This course focuses on the stage of the strategy process model devoted to putting the best strategy into action. It explores why strategies fail in their implementation and how strategic control systems can ensure that strategic objectives are being met. Participants learn how to write an implementation action plan and build capabilities to manage stakeholder relationships and organizational resources to implement and manage a strategy to create competitive advantage.

Who Should Take This Course?

This course is designed for senior leadership at within hospitality organizations, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • A Process View of Strategy Implementation
  • From formulation to implementation
  • Action and alignment
  • Inter-organizational Relationships
  • Identifying external stakeholders
  • Building successful partnerships
  • Organizational Relationships and Control Systems
  • Managing people
  • Developing a strategic control system

Benefits to the Learner

After completing this course, participants will be able to:

  • Use process tools to implement strategy at your hotel
  • Manage internal and external relationships to support strategy implementation
  • Use strategic control systems to monitor and revise your strategy

Authoring Faculty

Cathy A. Enz, Ph.D., Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate:

  • Strategic Hospitality Management

Course Schedule

Course Start Date Registration Deadline

SHA504The Hospitality Marketing Mix: Place and Promotion

Explore issues related to the location of your hospitality products and services and to the distribution channels you use to reach your target markets. Learn to design promotions specific to the demographic characteristics of your target market.

Full Description

This course argues that the concept of “place” refers not only to the physical location of your business, but also to the global distribution channels through which you reach your target markets. The old business saying—Location, Location, Location—has been considerably expanded in today’s competitive landscape. With the advent of package travel, travel agents, the Internet, and considerably intensified tourism marketing, attracting customers has become more complicated than simply boasting an attractive facility. By adopting an expanded concept of place, you gain new advantages in reaching your markets.

Promotion is an increasingly complicated challenge because of the proliferation of new ways to reach customers. This course provides essential content on options available in advertising, professional selling, sales promotion, direct marketing, and public relations. As you discover through coursework, the process of clearly defining your target market often facilitates your decisions about promotion, too. You learn that now is the time to coordinate the creation of your promotional plan, and you can bring all the skills you learn here to bear on your business challenge.

Who Should Take This Course?

This course is designed for Hospitality professionals who wish to learn about promotion design specific to the demographic characteristics of your target market.

Benefits to the Learner

After completing this course you will be able to:

  • Choose an appropriate location for a hospitality organization
  • Choose a distribution channel appropriate to a specific property or product
  • Create a promotional plan for a hospitality product or service
  • Design an effective, product-specific advertising campaign
  • Execute and evaluate the effectiveness of a public-relations campaign

Authoring Faculty

Judy Siguaw, D.B.A. 

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Hospitality Marketing

Course Schedule

Course Start Date Registration Deadline

SHA503The Hospitality Marketing Mix: Product and Price

Find out how to tailor the design and pricing of your hospitality products or services to your target market.

Full Description

Achieving success requires analysis and planning. It requires that you determine your target markets and customer base, and that you ensure that the right potential customer sees the right product at the right price in the right place and time. Because these issues are so critical, product design, pricing, place/distribution, and promotion are constantly reevaluated by marketers as the set of 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 the probability of purchase, focusing on product, price, place, and promotion. You investigate product life cycle, new product development, the rates at which innovative products are adopted, and how service quality is measured. You learn about tailoring the product, the price, the place, and the promotion.

The course presents price as a characteristic central to the consumer’s perception of a product and, for that reason, critical to the sales success of the product. Through the coursework, you develop your understanding of how the constant reevaluation of price affects the reevaluation of place and promotion strategies, creating a recurring cycle that allows the business to keep pace with changing markets and consumer taste. In the course, you look at the many factors that influence price, pricing strategies, and pricing tactics.

Who Should Take This Course?

This course is designed for Hospitality professionals who are responsible for the design and pricing of hospitality products and services.

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 the process of new product development
  • Choose an appropriate branding strategy for a particular product or service
  • Design and execute an appropriate pricing strategy for a particular product or service
  • Design and implement appropriate discounting tactics and strategies

Authoring Faculty

Judy Siguaw, D.B.A. 

Sponsoring School

Cornell University’s School of Hotel Administration

Total Learning Time

Approximately 3 to 6 hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificates:

  • Hospitality Marketing

Course Schedule

Course Start Date Registration Deadline

SHA564Valuing Hotel Intellectual Property and Structuring the Capital Stack

Value the intellectual property rights created in management contracts and franchise agreements; learn how debt and equity capital markets are used to enhance the value of the real estate.

Full Description

Accurately assessing the value of hotel intellectual property is a critical component of structuring the most advantageous deal. This course is designed to develop a high level of financial sophistication in valuing hotel management contracts and valuing franchise agreements in addition to valuing the real assets. Participants will value the intellectual property rights created in management contracts and franchise agreements and learn how debt and equity capital markets are used to financially engineer enhancements in the value of the real estate. Participants will also learn how to determine the cost of mortgage loans, be introduced to the secondary mortgage market and lodging REIT structures, and learn how to calculate the returns to private real estate fund investors and sponsors. This course emphasizes the role of debt capital in creating value for equity and the role of public and private equity in modern real estate capital markets. Throughout the course, participants use sophisticated spreadsheet tools to support and quantify the analyses, all of which can be used to analyze real-life opportunities.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Modeling and Valuing Management Contracts and Franchise Agreements
  • Projecting Year-by-Year Benefits of Management Contracts
  • Projecting Year-by-Year Costs of Management Contracts
  • Valuing the Management Contract
  • Modeling and Valuing Franchise Agreements
  • Debt Financing
  • Review of Contemporary Structures
  • Mortgage Calculation Workshop
  • Commercial Mortgage-Backed Securities
  • Equity Financing
  • Public Real Estate Equity
  • Private Real Estate Equity Fund Structures

Benefits to the Learner

Participants who complete this course will be able to:

  • Estimate the value of management contracts and their impact on shareholder value
  • Estimate the value of franchise agreements and their impact on shareholder value
  • Explain how capital markets can be used to create value in the real estate
  • Use the tools of modern finance to create value for equity via the specific use of debt instruments
  • Explain the role of public equity and private equity in capital markets
  • Use the tools of investment analysis to understand a ‘promote structure’ in a private equity real estate fund

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

SHA563Valuing Hotel Investments Through Effective Forecasting

Produce accurate forecasts of the real estate revenues and expenses needed to support hotel operations; perform market studies to quantify demand.

Full Description

Hotel investment opportunities cannot be properly evaluated without accurate forecasts of the revenues and expenses the property is expected to produce. This course builds expertise in producing accurate forecasts of occupancy, average rates, cash flows and real estate value needed to support hotel investment and lending decisions. Participants will learn to accurately forecast hotel occupancies both for new properties and for existing properties facing significant new competition. They will forecast daily occupancy rates using a variety of contemporary techniques and tools, forecast hotel cash flows respecting the fixed and variable revenue and cost structure of a hotel. Participants will estimate the value of individual hotels, taking into account the impact of new properties on existing properties. Given that forecasts are only as accurate as the starting assumptions, participants learn how to develop and gather data to support all of these forecasts.

Who Should Take This Course?

This course is designed for:

  • Managers and professionals in the hospitality industry with financial or operational responsibility for real estate, investments, or management contracts
  • General managers, asset manager and others with asset management responsibilities
  • Business development professionals with branded operators who have professional interaction with owners
  • Lenders, investors, real estate professionals, and developers who seek entrance into the hospitality real estate market

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content. This course contains the following modules:

  • Forecasting Hotel Occupancy
  • Quantifying Existing Demand in the Primary Market Area
  • Quantifying Latent Demand and Evaluating the Competitive Market
  • Finishing the Market Analysis
  • Forecasting Revenues and Expenses
  • Forecasting Average Daily Rates (ADR)
  • The Underlying Theory of Forecasting
  • Implementation of the Fixed and Variable Component Approach
  • Valuation
  • Income Capitalization Approach
  • Case Study: Valuation of a New Property

Benefits to the Learner

Participants who complete this course will be able to:

  • Perform a market study for a particular property
  • Forecast occupancy and average daily rates
  • Produce accurate forecasts of income and expenses
  • Use the income approach to produce an estimate of market value
  • Produce defensible and supportable estimates using the tools developed in this course

Authoring Faculty

Jan A. deRoos, Ph.D., Associate Professor

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately six hours over a period of two weeks.

Certificate Information

This course can be applied toward the following certificate: Hotel Real Estate Investments and Asset Management

Course Schedule

Course Start Date Registration Deadline

Available Certificates

HO390CAdvanced Certificate in Strategic Hospitality, Sport and Leisure Management

The learning objective of this Advanced Certificate is to leverage research skills in the management of three main sections of business based on commonality of themes. The broader industry is a dynamic and growing industry and the programme design has taken this into consideration, that allows for consideration of four main management and finance principles. Management theory will be customised and turned into practice through case study analysis, discussion with sport management practitioners, seminars and research.

SHAC16Advanced Revenue Management

Expand your revenue pipeline and drive company profits by taking a higher-level strategic approach to pricing and inventory control. Create and control customer demand, establish a marketing strategy that’s built around rigorous control systems and gain a clear advantage over competition…all resulting in increased sales and profitability.

CORE COURSES
SHA541 Price and Inventory Controls
SHA542 Price Sensitivity and Pricing Decisions
SHA543 Segmentation and Price Optimization
SHA544 Displacement and Negotiated Pricing
SHA545 Search Engines and Online Selling: Stimulating Incremental Demand

SHAC13Certificate in Hospitality Management

Develop your management expertise and build a base of skills with this essential certificate for hospitality managers. The core courses offer an overview of hospitality disciplines, while the electives provide an in-depth curriculum in one of five areas: marketing, finance, revenue management, foodservice, and service excellence.

CORE COURSES
HAME504 Understanding Team Dynamics
HAME512 Managing People More Effectively
HAME513 Understanding Financial Statements
SHA501 Marketing Fundamental for the Hospitality Industry
ELECTIVES
HAME507 Mastering the Time Value of Money
HAME514 Using Ratio Analysis to Evaluate Financial Performance
HAME518 Creating Service Cultures
HAME519 Secrets of Phenomenal Customer Service
SHA503 The Hospitality Marketing Mix: Product and Price
SHA504 The Hospitality Marketing Mix: Place and Promotion
SHA505 Meeting the Challenges of Foodservice Management
SHA507 Foodservice Management: Menu Planning and Marketing & Merchandising Strategies
SHA509 Introduction to Restaurant Revenue Management
SHA531 Introduction to Hotel Revenue Management

HO540CExecutive Certificate in Hospitality, Sports and Tourism Management

The learning objective of this Executive Certificate is to develop advanced competencies the areas of global marketing, leadership, hospitality, sport, and tourism management.

SHAC12Foodservice Management

Manage menu planning, purchasing, receiving, storage, production, and delivery. Identify strategies for further improvement, including the restaurant revenue management approach, and implement them to increase overall revenue.

Each year, hundreds of professionals who want to sharpen their existing skills, develop new skills, and enhance their understanding of foodservice management participate in executive education. eCornell has worked hand-in-hand with Cornell’s School of Hotel Administration to adapt its renowned Professional Development Program for convenient online delivery as the Certificate in Foodservice Management.

CORE COURSES
SHA505 Meeting the Challenges of Foodservice Management
SHA506 Foodservice Management: Marketing, Service and HR Systems
SHA507 Foodservice Management: Menu Planning and Marketing & Merchandising Strategies
SHA508 Foodservice Management: Control Systems and Related Systems
SHA509 Introduction to Restaurant Revenue Management

SHAC18Hospitality Marketing

Take a marketing initiative from concept to executable plan. Gather and analyze data, identify strategic opportunities, and develop campaigns to convert prospects into paying customers.

CORE COURSES
SHA501 Marketing Fundamental for the Hospitality Industry
SHA502 Conducting Effective Hospitality Marketing Research
SHA503 The Hospitality Marketing Mix: Product and Price
SHA504 The Hospitality Marketing Mix: Place and Promotion
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing

SHAC6Hotel Real Estate Investments and Asset Management

This certificate series focuses on developing a comprehensive knowledge base and tool set that enables you to fully understand the complex dynamics surrounding the hotel real estate and management contracts from the point of view of the property owner, operator, and lender. This multi-party view fully enables participants to structure and negotiate the most advantageous agreement taking into account the motivations of all interested parties.

Well-structured hotel real estate investments create value and provide benefits to all partners in a deal: owners, management companies, and/or franchisees. Understanding the value of hotel real estate investments and the dynamics of the financial and operational aspects of real estate investments, asset management, and management contracts is critical to the success of mid-level and senior management in the hospitality and real estate industries.

CORE COURSES
SHA561 Financial Analysis of Hotel Investments
SHA562 Control of Hotel Real Estate
SHA563 Valuing Hotel Investments Through Effective Forecasting
SHA564 Valuing Hotel Intellectual Property and Structuring the Capital Stack
SHA565 Developing an Asset Management Strategy
SHA566 Achieving Hotel Asset Management Objectives

SHAC4Hotel Revenue Management

A five-course certificate series for hospitality managers charged with making strategic and proactive decisions to increase occupancy rates and total revenue for their properties. Applying a systematic process to such decision-making can increase their success. This certificate provides a holistic view of the application of revenue management concepts and practices to the hospitality industry.

Maximize revenue by applying forecasting and availability controls, managing pricing and distribution channels, using overbooking and group management practices, and through the use of nontraditional revenue management practices.

CORE COURSES
SHA531 Introduction to Hotel Revenue Management
SHA532 Forecasting and Availability Controls in Hotel Revenue Management
SHA533 Pricing Strategy and Distribution Channels in Hotel Revenue Management
SHA534 Overbooking Practices in Hotel Revenue Management
SHA535 Non-Traditional Applications of Hotel Revenue Management

SHAC9Leading Customer-Focused Teams

Find out how to create and maintain a high-performance team by addressing individual needs and building team cohesiveness. Discover how to improve your team’s productivity through time and stress management. Learn the secrets of providing phenomenal customer service.

CORE COURSES
HAME504 Understanding Team Dynamics
HAME505 Facilitating Group Decisions
HAME506 Improving Personal and Workgroup Productivity
HAME512 Managing People More Effectively
HAME518 Creating Service Cultures
HAME519 Secrets of Phenomenal Customer Service

SHAMC04Master Certificate in Foodservice

This advanced certificate examines the issues and challenges of working in the foodservice industry, provides operations and revenue strategies and develops required skills for high-level leadership in foodservice.

CORE COURSES
HAME504 Understanding Team Dynamics
HAME505 Facilitating Group Decisions
HAME506 Improving Personal and Workgroup Productivity
HAME512 Managing People More Effectively
HAME513 Understanding Financial Statements
HAME518 Creating Service Cultures
HAME519 Secrets of Phenomenal Customer Service
SHA501 Marketing Fundamental for the Hospitality Industry
SHA505 Meeting the Challenges of Foodservice Management
SHA506 Foodservice Management: Marketing, Service and HR Systems
SHA507 Foodservice Management: Menu Planning and Marketing & Merchandising Strategies
SHA508 Foodservice Management: Control Systems and Related Systems
SHA509 Introduction to Restaurant Revenue Management
SHA510 Managing Revenue with Service Cycle Changes
SHA511 Managing Revenue with Table Mix
SHA512 Managing Revenue with Pricing
ELECTIVES
HAME507 Mastering the Time Value of Money
HAME514 Using Ratio Analysis to Evaluate Financial Performance
SHA503 The Hospitality Marketing Mix: Product and Price
SHA504 The Hospitality Marketing Mix: Place and Promotion
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing

SHAMC03Master Certificate in Hospitality Management

Gain a robust understanding of the hospitality vertical needed to move into director level responsibilities at the property level and corporate headquarters. Learn advanced hospitality management techniques and valuable cross-disciplinary programs and principles.

CORE COURSES
HAME504 Understanding Team Dynamics
HAME505 Facilitating Group Decisions
HAME506 Improving Personal and Workgroup Productivity
HAME512 Managing People More Effectively
HAME513 Understanding Financial Statements
HAME518 Creating Service Cultures
HAME519 Secrets of Phenomenal Customer Service
SHA501 Marketing Fundamental for the Hospitality Industry
ELECTIVES
HAME507 Mastering the Time Value of Money
HAME508 Making Capital Investment Decisions
HAME509 Risk and Return: How to Identify, Measure, and Incorporate Into Capital Budgeting Decisions
HAME510 Raising Capital: The Process, the Players, and Strategic Considerations
HAME514 Using Ratio Analysis to Evaluate Financial Performance
SHA502 Conducting Effective Hospitality Marketing Research
SHA503 The Hospitality Marketing Mix: Product and Price
SHA504 The Hospitality Marketing Mix: Place and Promotion
SHA531 Introduction to Hotel Revenue Management
SHA532 Forecasting and Availability Controls in Hotel Revenue Management
SHA533 Pricing Strategy and Distribution Channels in Hotel Revenue Management
SHA534 Overbooking Practices in Hotel Revenue Management
SHA535 Non-Traditional Applications of Hotel Revenue Management
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing

SHAMC05Master Certificate in Revenue Management

In this Master Certificate, you will take a deep dive into the world of hospitality revenue management, expand your skill set and your revenue pipeline, and drive company profits by taking a higher-level strategic approach to pricing, reservations, and inventory control.

CORE COURSES
HAME513 Understanding Financial Statements
HAME514 Using Ratio Analysis to Evaluate Financial Performance
SHA531 Introduction to Hotel Revenue Management
SHA532 Forecasting and Availability Controls in Hotel Revenue Management
SHA533 Pricing Strategy and Distribution Channels in Hotel Revenue Management
SHA534 Overbooking Practices in Hotel Revenue Management
SHA535 Non-Traditional Applications of Hotel Revenue Management
SHA541 Price and Inventory Controls
SHA542 Price Sensitivity and Pricing Decisions
SHA543 Segmentation and Price Optimization
SHA544 Displacement and Negotiated Pricing
SHA545 Search Engines and Online Selling: Stimulating Incremental Demand
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing
ELECTIVES
HAME507 Mastering the Time Value of Money
HAME508 Making Capital Investment Decisions
HAME509 Risk and Return: How to Identify, Measure, and Incorporate Into Capital Budgeting Decisions
HAME510 Raising Capital: The Process, the Players, and Strategic Considerations
SHA501 Marketing Fundamental for the Hospitality Industry
SHA502 Conducting Effective Hospitality Marketing Research
SHA503 The Hospitality Marketing Mix: Product and Price
SHA504 The Hospitality Marketing Mix: Place and Promotion
SHA509 Introduction to Restaurant Revenue Management
SHA510 Managing Revenue with Service Cycle Changes
SHA511 Managing Revenue with Table Mix
SHA512 Managing Revenue with Pricing

SHAC17New Media Marketing for the Hospitality Professional

A smart marketing plan in concert with online presence is central to success in the ever-changing Hospitality market.

In this certificate, you will learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. explore the relationship between pricing, revenue, and profitability, the virtual world of online travel agents and search engines, and the emerging and evolving area of digital marketing and reputation management.

CORE COURSES
SHA501 Marketing Fundamental for the Hospitality Industry
SHA533 Pricing Strategy and Distribution Channels in Hotel Revenue Management
SHA545 Search Engines and Online Selling: Stimulating Incremental Demand
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing

SHAC11Restaurant Revenue Management

Build your understanding of the restaurant revenue management approach, and find out how to implement it in five steps. Learn why meal duration has a profound effect on the bottom line and how pricing strategies are used to attract customers and increase revenue. Identify major challenges facing foodservice operations and the strategies hospitality professionals need to address them.

CORE COURSES
SHA505 Meeting the Challenges of Foodservice Management
SHA509 Introduction to Restaurant Revenue Management
SHA510 Managing Revenue with Service Cycle Changes
SHA511 Managing Revenue with Table Mix
SHA512 Managing Revenue with Pricing

SHAC19Strategic Leadership for the Hospitality Professional

The rapidly changing hospitality industry and the sophistication of travelers require more nimble, opportunistic, and tightly executed strategies. Hospitality leaders who are effective at strategy formulation, implementation and evaluation are able to create value in a highly competitive marketplace.

 

CORE COURSES
LSM541 Competitive Advantage and Profitability
SHA551 Strategic Hospitality Management I: Formulating Strategy
SHA552 Strategic Hospitality Management II: Creating Value
SHA553 Strategic Hospitality Management III: Implementing Strategy
ELECTIVES
HAME507 Mastering the Time Value of Money
HAME508 Making Capital Investment Decisions
HAME509 Risk and Return: How to Identify, Measure, and Incorporate Into Capital Budgeting Decisions
HAME510 Raising Capital: The Process, the Players, and Strategic Considerations
HAME511 Managing Strategic Change
LSM507 Leading Through Creativity
SHA546 Marketing the Hospitality Brand through New Media: Social, Mobile & Search
SHA547 Hospitality Customer Engagement through New Media Marketing
SHA561 Financial Analysis of Hotel Investments
SHA562 Control of Hotel Real Estate