Hotelie Magazine

Hotelie Fall 2012 no classnotes

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by Leslie Morris Executive Education News New offerings for executives A "Participants who have completed our other executive education courses often ask me what's next," said Tom Kline, executive director of the school's Office of Executive Education. "Now we are pleased to offer this opportunity for experienced executives to dive more deeply into specific topics of hospitality management. Our Cornell faculty will bring challenging inquiry and knowledge to bear on complex management issues." The Cornell Advanced Program in Hotel Demand Management will inaugurate the series March 24–28. This program is designed to address the changing needs of hospitality professionals and organizations in an environment where technology, media, and the customers are in a state of rapid evolution. This course offers a focused exploration of the techniques and strategies for maximizing your business mix through the combined tactics and strategies of revenue, distribution, and marketing management. Topics will include forecasting techniques, price modeling, social media analytics, profit optimization, online travel agencies, and keyword bidding. 42 School of Hotel Administration Photo: Leslie Morris s hospitality managers and organizations tackle today's challenges, it is more important than ever to understand how strategic decisions regarding personnel, marketing, revenue, and demand management affect the bottom line. Cornell's School of Hotel Administration is addressing these challenges with its new executive-level, topic-specific Cornell Advanced Programs. Designed to equip hospitality industry leaders with current trends, industry innovations and access to a network of international colleagues, Cornell Advanced Programs are fourday, intensive courses providing deep understanding in specific topics related to hospitality management. "In this advanced course you'll learn how the best hospitality organizations drive demand, optimize profit, and build brands through integrated activities involving search-engine marketing, revenue management processes, social media communications, and brand-based experience design," said Professor Robert Kwortnik, a marketing consultant for the cruise line industry and one of three SHA faculty members leading the program. The others will be Professor Chris Anderson, an industry expert and researcher on the topics of hospitality revenue management and service pricing, and Dr. William Carroll, a senior lecturer and consultant specializing in travel industry pricing, distribution, yield management, and strategic planning. The Hotel Demand Management program is designed for general managers, revenue and finance managers, and operations, sales, marketing, and other hospitality professionals responsible for the financial success of their hotels. Admission is limited to executives who are experienced and actively engaged in hospitality management areas relevant to the program. Registration for this program is now open. "Cornell programs create an ideal opportunity to advance and build upon key skill sets, which result in optimal operational effectiveness in any business," said Kenneth Manuel, president of Gila River Gaming Enterprises. Strategic leadership will be the focus of the second Cornell Advanced Program, to be held May 5–9. Led by SHA professors Cathy Enz and Kate Walsh with industry expert Ali Kasikci, this program will help leaders enhance the profitability of their enterprises and create sustainable advantage by developing their strategic thinking skills. In addition, Walsh and Enz will lead participants in refining their leadership skills through self-reflection, practice, feedback, and individual coaching. T

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