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. 4 cr. Offered Summer II.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.