Scott Gibson is the J.E. You'll also take a deep dive into what drives consumer behavior. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers. As you become familiar with asset management ratios such as days sales outstanding and days to turnover, you will be able to apply these techniques in comparing your company's performance against others in the industry and against its own financial history. Whether you aspire to management, have recently been promoted, or are currently in a management position, this certificate program positions you to make a bigger impact in your organization and your career. This modal dialog contains payment options. This site is protected by reCAPTCHA and the Google. Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. In this course, you'll answer those questions and explore how pricing and distribution strategies can directly affect demand for your service. The in-depth review of sample case studies in this course will provide you with the tools you need to examine your own property’s reports. Through careful design, meticulous attention to service processes, and a way to gauge customer sentiment, you can play to your team's strengths and identify opportunities for improving the guest experience to grow your business. I have the Master Certificate in Human Resources from eCornell. This modal dialog contains payment options. These programs focus on strategy development, business acumen, and the crucial leadership skills needed for execution. The courses cover the application of core analytics concepts in the R programming environment to allow a scalable implementation. In fact, it’s one of the most detail-oriented, scientific processes that go into running a restaurant and there are many challenges with keeping food costs controlled. She resides in the property development and management department, where she is responsible for the curriculum in Hospitality Facilities Management, Hospitality Asset Management, Sustainable Development, and Introduction to Sustainable Hospitality. Earn your hospitality or foodservice certificate online from one of the world's top hotel schools. Certified through multiple wine organizations, Stanley has conducted research on beverage costing in hotels, bars, and restaurants, as well as hospitality education, and has presented at beverage-related conferences. Your operation’s brand is like a contract with the customer, and the expectation is that value will be delivered in relative accordance with price and quality of service. Contact us for additional discounts for active duty military, veterans, and their military dependents. The hospitality business has more moving parts than most people realize, and more customer touchpoints than any other industry. Maybe you want to increase market share, retain more customers or generally broaden consumer awareness. His current research interests include optimal financing strategies for hospitality firms and the effect of institutional investor trading behavior on securities prices. Periodically, they create reports that allow management, stakeholders and regulating authorities to have insight into the financial health of the organization. He is currently working on a project to disaggregate hotel room rates within urban markets and another to determine the risk-return characteristics of hotel room rates in major U.S. markets. The eCornell Suite of Certificate Programs. This course will enable you to evaluate menus and identify changes that will optimize the value and profitability of your food and beverage operation. Sheryl E. Kimes is a professor of operations management at the School of Hotel Administration. New programs are being launched constantly. Moving to Cornell 21 years ago, she continued teaching international management and marketing at the Johnson Graduate School of Management and as of January 2008 at the School of Hotel Administration. Already, members of the faculty have traveled to Washington, D.C., New York City, and Los Angeles to learn from corporate executives and other experts in the hotel, restaurant, real estate finance, and technology sectors. For over 25 years Dr. Carroll held a variety of senior positions in the travel industry. I can only answer this question with another set of question and my life experience. From US$769 --> US$615.20 ONLY! This new online certificate program is the first of its kind by the ILR School offering nine graduate credits towards a Cornell Master of Industrial and Labor Relations or Master of Professional Studies from ILR. You will need from two to nine months to complete eCornell certificates. "In a very short period of time, Cornell allowed me to gain the very specific industry knowledge I needed to … eCornell is an online learning company that was established by Cornell University. He is currently working on a project to disaggregate hotel room rates within urban markets and another to determine the risk-return characteristics of hotel room rates in major U.S. markets. AUS is delighted to announce a collaboration with eCornell which will provide AUS students, studying a Bachelor or Master program in Switzerland, access to professional certificates from Cornell University, ranked in the top 20 universities worldwide. You will consider the risks of overbooking and review strategies to minimize costs and mitigate customer impact. Cornell University’s hotel-management program is widely regarded as top tier, and the certificate gives nondegree students the opportunity to engage with professors from the full-time program. You need to consider the style of your restaurant and your customers when thinking about what an appropriate meal duration is. Authored by Robert Kwortnik from Cornell University's School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process. Data analytics is one of today’s fastest-growing and highest-paid professions, as organizations increasingly rely on data to drive strategic business decisions.This certificate is designed to expand your analytical capabilities and take your strategic decision making to the next level. You'll also discover how segmentation, targeting, and positioning (the STP process) translates your analysis and research findings into a positioning strategy that appeals to the right target market at the right time and at the right price. You’ll learn techniques for manipulating and visualizing data, describing data through descriptive statistics, and clu… In this course you will define and differentiate between leadership and management, develop a strategy for overcoming new leadership challenges, and evaluate motivational techniques and determine when to use them. You also need to understand how comparing numbers across your company, the industry, and from year to year, can help you assess the overall financial performance of the firm. From the front of … Stanley teaches courses on specific elements within the field of food and beverage operations, including “Introduction to Wines,” “Catering and Special Events,” and “Beverage Management.” She combines theoretical education with practical operational applications. eCornell's hospitality certificates provide learners with skills that can be immediately applied and allows students to learn at their own pace. By completing this course you will have compiled detailed notes and recommendations for implementing revenue management at the organization where you work. And there's a methodology to it—it is the culmination of all of the marketing research and analysis you've done. Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. Alex earned his undergraduate degree at Purdue University in Restaurant, Hotel, and Institutional Management and is also a trained chef with a degree in Culinary Arts from The Culinary Institute of America in Hyde Park, New York. Additionally, the way you manage reservations is crucial, especially during busy periods. Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). He also works closely with PhoCusWright, Inc., a travel industry research, consulting, and publishing company, and has written a number of reports and articles, including a report covering the evolution of hotel distribution and its impact on major chains and intermediaries. You will also identify the skills needed to develop relationships crucial to your career development as a leader, based on the research and expertise of Professor Kate Walsh, Ph.D. of Cornell University’s School of Hotel Administration. Heading back north, Stanley returned to the CIA prior to joining the food and beverage operations area back at her alma mater. Cheryl Stanley is a lecturer in food and beverage management at the Cornell School of Hotel Administration (SHA). It offers over 40 MBA-quality professional development corporate programs, certificate programs, and WebSeries to provide you with the most in-demand skills nowadays. 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. In this course, you’ll learn to optimize your operation’s profits by effectively managing your selection, procurement, receiving, storage, and inventory management processes. Hear Roger Perez, an eCornell Master Certificate in Hospitality Management student, share his story and experience with the eCornell certificate program. Alex Susskind is a Professor of Food and Beverage Management and is currently serving as the Associate Dean for Academic Affairs. You'll also 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. Participants gain essential management skills in the areas of human resource management, marketing, leadership, financial analysis, and foodservice management. Using tools provided in this course, you will explore what motivates others, assess leadership styles, and examine communication with your leadership team. Finally, you will employ models to calculate displacement costs and contribution margins to determine which customer groups will return the most profit. In this course, you will learn when to use internal or external market data and when to conduct your own primary research. 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. Any business that has relatively fixed capacity, perishable inventory, and time-variable demand can increase revenue using revenue management—not just hotels. This certificate series is designed for marketers, brand managers, communications professionals, business leaders and executives, PR professionals, and entrepreneurs. By taking this certificate program, you will learn how to improve in your role as hospitality manager by developing strategies that can be applied to your teams in the workplace. 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. 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. From 2005 to 2006, she served as interim dean of the school, and from 2001 to 2005, she served as the school’s Richard and Monene P. Bradley Director of Graduate Studies. Dr. Carvell has also authored eight distance learning courses through eCornell that are among the most widely demanded courses offered. Authored by Professor Sheryl E. Kimes from Cornell University’s School of Hotel Administration, during this course you’ll get a step-by-step approach to creating an accurate forecast as you 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. She was given the Vanguard Award for Lifetime Achievement in Revenue Management by the Hotel Sales and Marketing Association International in 2017. To make services marketing work, you need to have a clear picture of the business environment and understand how your target customers behave. Based on these levels, you will identify the most significant challenges and determine which strategies will be most effective in overcoming these issues and optimizing your restaurant's revenue and overall performance. Hospitality Management 360 Certificate from Cornell Hotel School, 180 Professional Development Hours (18 CEUs), 24 Professional Development Credits (PDCs) toward SHRM-CP and SHRM-SCP recertification, 24 credit hours toward HRCI recertification, 25.25 Professional Development Units (PDUs) toward PMI recertification, Hospitality managers working in hotels and corporate offices, Hospitality professionals aspiring to management positions. In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. Master Certificate in Hospitality Management A career in hospitality management means that you are involved in every aspect of your property’s many moving parts. Accreditation Students who successfully complete all six courses in this certificate program receive a Brand Management Certificate from Cornell SC Johnson College of Business. in Journalism from Temple and an MBA from California State University, Northridge. To increase your chances of success, you need a proven system of data-driven tools focused on profits, not just costs. BACKGROUND eCornell University online is a wholly owned subsidiary of Cornell University. Students connect with and learn from each other in these courses, enhancing their views on the industry while … She has been involved with food since the age of ten, when she started her own chocolate business, “Cheryl’s Chocolates.” Following her interest in food, she attended SHA and graduated in 2000. eCornell offers classes online only. Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. eCornell Certificate Programs Print-Friendly Page (opens a new window) In ... Hospitality Certificate Programs. Finally, you'll examine ways to assess the performance of an IMC campaign. Professor Kimes will give you practical strategies to determine how you can improve your meal duration and your reservation systems, which are critically important to increasing revenue when your restaurant is at capacity. Dr. Carroll is a Clinical Professor (ret.) These companies include Hilton, Marriott, InterContinental Hotel Group, Taj Hotels, Jumeirah, Accor, Sol Melia, Le Meridien, Shangri La, and Peninsula. Professor Reneta McCarthy brings first-hand knowledge of hotel operations to this course, providing insights and guidelines that will give participants a good understanding of the inner workings of today's hotels. 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 teaches you how to accurately forecast guest arrivals at your hotel, examine pricing models in accordance with revenue management principles, and to manage overbooking. Dr. Kate Walsh was named the seventh dean and E.M. Statler Professor of the School of Hotel Administration on June 16, 2017. The ratio analysis tools you learn will help your organization to design and implement initiatives for increased productivity and profitability. She later transferred to Courtyard Hotels, by Marriott, where she became one of the youngest general managers of a Courtyard property. Dean Walsh received her PhD from the Carroll School of Management at Boston College and her MPS degree from Cornell’s School of Hotel Administration. Professor Kimes explores how reducing meal duration, even by a single minute, can increase revenue potential. You can use a dedicated website for the restaurant, a third party website, or a third party app. By sharing my information I accept the terms and conditions described inÂ, Using Ratio Analysis to Evaluate Financial Performance, Services Marketing Planning and Management, Evaluating Business and Customer Factors Affecting Marketing Decisions for Services, Forecasting and Availability Controls in Hotel Revenue Management, Marketing the Hospitality Brand Through Digital Media, Utilizing Income Statements and Operational Data, Introduction to Restaurant Revenue Management, Implementing Brand Strategy Through Digital Media, Pricing Strategy and Distribution Channels in Hotel Revenue Management, Overbooking Practices in Hotel Revenue Management, Non-Traditional Applications of Hotel Revenue Management, Building a Resilient Services Marketing Information System, Developing a Service Strategy and Managing the Brand, Managing Service Demand through Pricing and Distribution Strategies, Developing an Integrated Marketing Communications Strategy for Services, Managing Your Food and Beverage Supply Chain, Advanced Hospitality Strategic Marketing and Brand Innovation, Wines of California, the Pacific Northwest, and New York, Overbooking Practices in Hotel Revenue Management", Define and differentiate between leadership and management, Create a plan for overcoming new leadership challenges and forming a high-functioning team, Identify the proper online sources of financial information for research purposes, Understand the structure of the three principal financial statements, Analyze your firm’s marketing approach and make strategic decisions on how to optimize your team’s efforts, Design and execute your own pricing strategy for a particular product or service, Develop the fundamentals and practical skills involved in planning, opening, and managing an operation, Assess a restaurant’s revenue capability and how to maximize its profitability, Adopt a strategy that is focused on revenue per available room (RevPAR). You can complete all of the courses in this program and earn your certificate in as little as 9 months, spending about three to five hours per week. This curriculum will prepare students to succeed … School: eCornell- Cornell University Degree: Certificate Subject: Health & Medical Request more information » Degree candidates are coached in areas like marketing, accounting and team building so they can effectively manage a hospitality department or organization. degree in economics from Rutgers, an M.S. He implemented the first decentralized yield management system in the car rental industry and a comprehensive Executive Information System (EIS) that gained national recognition. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He was the Division Vice President for Global Marketing Planning at Hertz where he was responsible for global pricing, yield management, marketing information systems, and counter sales. at the School of Hotel Administration. During this time, she was also presented an opportunity to become an adjunct instructor at the Culinary Institute of America (CIA), where she taught courses that included gastronomy, food, wine, and (agri)culture. Loyal repeat customers are key to the success of any food and beverage operation. Dr.  Carvell has published numerous articles in academic and professional journals including the Financial Analysts Journal, Journal of Portfolio Management, the Harvard Business Review, and the Cornell Quarterly, and is the co-author of In the Shadows of Wall Street.  His work has been featured in the Wall Street Journal, The New York Times, Forbes, Fortune, Institutional Investor, Financial World, and Leaders. Whether you are managing the financial performance of a department, unit, or the organization as a whole, working with these ratios can help identify opportunities and allow you to make adjustments to improve performance. In this course, you will explore how to turn marketing goals into action by developing a marketing strategy and creating an enduring brand promise. COPYRIGHT © 2000-document.write( new Date().getFullYear() ); ECORNELL, ONLINE LEARNING SUBSIDIARY OF CORNELL UNIVERSITY /SITEMAP /PRIVACY POLICY. Sheryl E. Kimes, professor at Cornell University's School of Hotel Administration, will provide you with the knowledge you need to help run a successful organization. You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. eCornell touts having the most comprehensive online certificate program available for executive development offered among any top … 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. It is designed to inspire you to shift your thinking about revenue management from a focus on occupancy and average room rate to a focus on revenue per available room (RevPAR). eCornell Online Professional Development Programs Certificate Program in Master Certificate in Hospitality Management 866-326-7635 +1-607-330-3200 enterprise.ecornell.com eCornell offers more than 100 Certificates in a wide range of topics, including leadership and management, data science, engineering, marketing, technology, human resources, healthcare, hospitality and more. Using spreadsheet tools, you will calculate critical metrics and establish baseline performance levels. This course introduces you to the basics of revenue management in the hotel industry: how to apply pricing and length-of-stay tools and how to measure your revenue management performance. In this course, you will create a strategy to turn a work group into a high-functioning team by evaluating challenges and applying techniques to generate positive team outcomes. Kimes earned her doctorate in operations management in 1987 from the University of Texas at Austin. Prior to his work in the travel industry, Dr. Carroll was an assistant professor of economics at Drew University where he taught courses in econometrics, public finance, labor, and environmental economics. Learn how to get a hold on your organization's finances and make informed decisions based on profit and performance. The 23 eCornell certificate programs cost $2,000 to $6,000 about the same as students would pay for similar in-person programs. This course, authored by Cornell University’s Professor Sheryl E. Kimes, reviews the basics of revenue management and outlines the application of revenue management principles to other businesses, both inside the hotel and beyond, such as spas, restaurants, and golf courses. Wall Street Journal, The New York Times, Forbes, Fortune, Institutional Investor. Services marketing is often viewed in terms of outcomes, but services marketing is also an ongoing analytic process. Following Hertz, Dr. Carroll served as the Global Vice President for Reed Elsevier’s Travel Group which included responsibility for Travel Weekly, the Hotel and Travel Index, the Official Hotel Guide, and the Official Meetings and Facilities Guide. In this course, you will learn how to properly analyze frameworks, tools, channels, data sets, customer behavioral data, decision-making factors, and strategies that support broader marketing decisions. A professor of management, she has been a member of the school’s faculty since 2000. Mitigating these challenges requires a keen understanding of demand management.  Dr. Carvell is also involved with evaluating the effectiveness of hotel company business strategies using strategic benchmarking and Economic Value Added analysis. eCornell offers specialized certificates in the areas of human resources, leadership and management development, financial management and hospitality management. Owning or managing a restaurant is a challenging prospect in today's competitive food service environment. Are you looking to market yourself with the program? eCornell and Cornell’s ILR School are pleased to announce the launch of the Graduate Certificate in Human Resources Management. Running a successful hotel today is a highly collaborative process involving many roles. Professor Gibson currently serves as an editorial board member of the Cornell Hospitality Quarterly (CQ). Strategic Hospitality Management Certification Intended primarily for middle and upper-level managers who wish to strengthen their understanding of and their ability to contribute to the organization’s strategic objectives. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. His research has also been featured widely in the financial press, including articles in the Wall Street Journal, Financial Times, New York Times, Barron’s, Business Week, Bloomberg, Financial Advisor, and Institutional Investor. You’ll quickly develop the technical expertise and broad, strategic focus needed to become a top-level hospitality manager. He has been honored eight times as a Teacher of the Year by students at The Hotel School. She served as interim dean and E.M. Statler Professor for one year beginning July 1, 2016, the first day of operations for the Cornell SC Johnson College of Business. This course teaches you how to set prices, develop rate fences (differentiate prices by customer type), and use multiple distribution channels to manage price more effectively. You will also learn how to select and place tables, assign guests to tables, and set the ambiance of your restaurant to grow your revenue. Explore various approaches to managing distribution channels including direct sales, agencies, the Internet, and opaque pricing channels. She was awarded the CHR Award for Industry Relevance in 2010, 2012 and 2014 and was given a lifetime achievement award by the Production and Operations Management Society in 2010. The program was very challenging and I've been in the hospitality industry for over 20 years. 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. Kimes’s research interests revolve around revenue management in the restaurant, hotel, and golf industries. I researched different programs (degrees and certificates) for almost a year before I chose it. These courses will delve into more advanced techniques in prescriptive analytics including optimization and modeling. Dean Walsh came to Cornell with extensive industry experience, including posts as director of training and development for Nikko Hotels International, corporate training manager for the former Bristol Hotels, and senior auditor for Loews Corporation. His research has appeared in hospitality-focused journals including the Cornell Hotel and Restaurant Administration Quarterly, Journal of Hospitality Financial Management, the Cornell Hospitality Report and top finance journals including the Journal of Financial Economics, Review of Financial Studies, Journal of Financial and Quantitative Analysis, Journal of Financial Intermediation, International Review of Finance, Journal of Portfolio Management, and Journal of Financial Services Research. In addition to his business and academic career, he is a retired U.S. Army Lieutenant Colonel and was a university lacrosse coach for over 10 years. For more than twelve years he has taught economics, pricing, and marketing distribution courses at the undergraduate, graduate, and executive-education level. New-media technologies have changed the ways consumers experience and value a product or service. 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