Courses
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SHA HF 762: Hospitality Marketing and Branding
This course offers participants innovative and practical approaches for addressing strategic marketing challenges to improve revenue, profit, and customer loyalty. Using case studies from hotels, restaurants, and hospitality firms worldwide, and referencing cutting-edge research, students will learn the latest applications of strategic thinking and analysis to marketing challenges facing the hospitality industry. They will understand strategic-marketing concepts and principles, and apply the ideas, concepts, and principles to develop innovative and profitable strategies. Recent evolutions in globalization, technology and sustainability necessitate that modern marketing be reconstituted to move into the digital age. Given the role and critical importance of a digital mindset in operating today's businesses, the course will also leverage case studies and real-world examples to help students master the "new marketing" on a strategic and tactical level. In so doing, the course will enable students to explore the design and implementation of marketing programs and activities to build, measure, and manage brand equity for a sustainable competitive advantage -
SHA HF 768: Digital Marketing Strategies
This is an advanced course in hospitality marketing focused on the variety of digital marketing tools currently available for hotels and restaurants. Internet marketing for our industry has evolved drastically in the past 10 years. With more than 50% of people researching travel online, an understanding and appreciation of how hotels and restaurants use digital marketing initiatives to reach their consumers is necessary to succeed in the industry. Knowing how to market through Facebook with boosted posts, run search engine marketing campaigns through Google AdWords, and geo-targeting market segments through online media advertising will enhance your marketing savvy and make you more marketable as you enter the job market in hospitality. Effective marketing for your hospitality asset today means taking the following steps: your website must be responsive and provide the most user friendly experience on the desktop as well as mobile and tablet devices; Search Engine Optimization and the technical coding and functionality to ensure your website also ranks high when web surfers conduct searches using key words. Additionally, there will be a review of the most revenue-generating internet marketing techniques and finally booking mechanisms and distribution channels. [Additional course work is required of graduate students] -
SHA HF 770: HF770 Hospitality Ownership Strategies
This course is an introduction to ownership and management structure of the hotel industry. It discusses the major industry players (stakeholders) and their role and interests in hotel investments from the perspective of owners, independent operations, operating companies, franchisor and franchisee. Hotel management and franchise agreements are examined regarding the legal and practical applications and financial implications of these contracts. A special emphasis is placed on a rapidly growing area of the lodging industry, namely, asset management. The course will define what asset management is today and examine the skills required to be a successful asset manager. There will be a special focus on the benefits to the hotel owner of hiring an asset manager in representing the owner in deliberations about annual operating budgets and capital plans with the hotel management company. -
SHA HF 771: Hospitality Revenue Management Strategies
Hotel Revenue Management focuses on how a hotel can produce the highest amount of "profitable" revenue given its fixed capacity and variable demand. The fundamental principles and concepts of hospitality revenue management that include pricing and discounting strategies, overbooking practices, segmentation, competitive analysis, demand and revenue forecasting, performance analysis will be discussed throughout the term. To expand revenue management streams outside of the hotel rooms, Total Revenue Management strategies are explored. Non-traditional hospitality segments discussed include space optimization and cruise revenue management. -
SHA HF 777: Meeting Planning and Special Events Management
This course is designed to provide an introduction to the principles of special event management. The planning, development, management, and implementation of festivals, entertainment events, corporate and other events will be the focus of study. Specific topics will include bid preparation, forecasting project revenues, estimating budgetary goals, contract negotiations, event-marketing strategy, event related case studies, event technology, public and corporate sponsorship. Fundraising techniques will discussed. In addition to operational and logistical needs of various types of events, insurance and risk management concerns associated with these events are addressed. The course emphasizes the principles and concepts of etiquette and protocol. Proven event execution tactics are introduced to ensure event return on investment. -
SHA HF 790: Independent Study Projects
With permission from the Program Director, students may engage in independent business or research projects. Independent study projects may be used to satisfy the requirement of elective courses.(1-4 credits)
