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Course Description

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

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

Faculty Author

Rob Kwortnik

Benefits to the Learner

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

Target Audience

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

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
2 week
Dates
Aug 19, 2026 to Sep 01, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 02, 2026 to Sep 15, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 16, 2026 to Sep 29, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 30, 2026 to Oct 13, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 14, 2026 to Oct 27, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 28, 2026 to Nov 10, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 11, 2026 to Nov 24, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 25, 2026 to Dec 08, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 09, 2026 to Dec 22, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 23, 2026 to Jan 05, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 06, 2027 to Jan 19, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 20, 2027 to Feb 02, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Feb 03, 2027 to Feb 16, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Feb 17, 2027 to Mar 02, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 03, 2027 to Mar 16, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 17, 2027 to Mar 30, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 31, 2027 to Apr 13, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Apr 14, 2027 to Apr 27, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Apr 28, 2027 to May 11, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
May 12, 2027 to May 25, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
May 26, 2027 to Jun 08, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 09, 2027 to Jun 22, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 23, 2027 to Jul 06, 2027
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00

Section Notes

IMPORTANT COURSE INFORMATION

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