Delivery
Online
Credentials
Certificate of Completion
Duration
5 weeks / 8 hours per week
Language
English
Price
CHF 2,200
Strategic Marketing & Branding
“Strategic Marketing and Branding” is the foundation for successfully building and growing a hospitality business into a recognizable brand that generates customer demand.
The first half of the class focuses on the basics of strategic marketing. It will equip you with the mindset and skills to conceptualize a solid marketing strategy that will deliver on the business’ goals.
The second half will focus on branding. It will equip you with the mindset and skills to infuse marketing with elements of branding that will ensure its long-term impact on the hospitality business.
Course advantages
- The course is composed of recorded videos, exercises, industry insights and readings offering you a solid overview of the current state of the hospitality.
- The content is based on the modules delivered in EHL’s MBA in Hospitality program.
Course highlights
21 Readings
8 Interactive Exercises
2 Industry Experts Interviews
Learning Journey
5 weeks online courses
1
Course Content
Defining marketing and designing the marketing strategy
- What is marketing, what is sales. Differences explained
- What is Marketing Myopia
- Customer Driven Marketing Strategy
Customer driven marketing strategy
- Segmentation
- Targeting
- Differentiation
- Positioning
What is a brand?
- Why do companies engage in brand building?
- Brand Awareness
- Brand Image and Performance Associations
What are brand assets?
- What are brand assets? Demonstration
- Why are brand assets important?
- How do companies create and maintain brand assets? Identify brand assets
- Map brand assets on the brand asset grid and adapt marketing strategy (step 2 and 3)
2
Learning objectives &
- Demonstrate an understanding of the role of marketing in the overall hospitality business strategy.
- Define marketing strategy.
- Create marketing strategies that deliver on the hospitality business’ goals.
- Demonstrate an understanding of what a brand is.
- Design marketing measures that drive brand equity.
- Design strategies that exploit brand equity to drive value for the business.
3
Subject Specific Competencies
To obtain their Certificates, students must complete the following assignments:
- Description: Final assessment
- Duration: 8 hours
- Documentation: open book
- Subject specific competencies assessed:
- Demonstrate an understanding of the role of marketing in the overall hospitality business strategy.
- Define marketing strategy.
- Create marketing strategies that deliver on the hospitality business’ goals.
- Demonstrate an understanding of what a brand is.
- Design marketing measures that drive brand equity.
- Design strategies that exploit brand equity to drive value for the business.
- To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.
- Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.
4
Assessment
Certificate of Completion
Is this course right for me?
A Program Advisor will get back to you with feedback or suggestions.
Who should apply?
This course is designed for people aiming to get a robust understand of the marketing strategy and brand building.
Admission Criteria
There are no admission requirements to enroll to this course.
Admission Process
To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment.
Deadline
We must receive payment at least five days before the start of the course. Late enrollments can be accepted on a case-by-case basis.
FAQ
Most asked question
Payment methods
EHL uses the payment platform Flywire which provides various payment methods, with no hidden bank fees and offers favorable exchange rates. The link to the payment platform will be provide after the enrollment form.
Course structure
The course is delivered fully online allowing participants to study when they want.
The courses takes 5 weeks to complete and is composed of:
- 4 weeks of course content
- one week for the final assessment
Course content
The course is composed of recorded videos, interactive exercises, case studies and executive interviews.
The content is based on the modules delivered in EHL’s MBA in Hospitality program.
Final assessment
At the end of the course, participants are required to take a final assessment. Upon successfully passing the assessment, participants get a certificate of completion.
Depending on the course, the assessment may range from multiple choice quizzes (MCQ), where only one answer is correct, to more open response evaluations, like a case study.
To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.
Retakes
Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.
Connecting to the platform
A couple of days before the start of the course, participant will receive their credentials by email and will be required to first change their password before being able to joining our learning platform Moodle.
Certificate of completion
The certificate of completion is delivered by EHL upon successfully passing the final assessment. The certificate of completion is delivered electronically (secured pdf) with a unique ID associated to the participant.
If the final assessment is failed, no certificate or document are delivered.
AEHL member discount
AEHL members are entitled to the alumni discount. To benefit from the discount, participants must enter their AEHL number in the discount field in the enrollment form. For full details about, please check the EHL Alumni Connect platform.