Innovation, Branding and Strategic Marketing

April 13, 2017

Students will analyze methods for creating innovative product and service offerings as part of an overall brand strategy for a hospitality establishment. This course will equip students with analytical tools used in developing brands to capture market share and adapt to ever-changing consumer preferences. A robust brand strategy aligns with an organization’s internal systems and culture. As a result, students will adopt the perspective of senior managers, considering the importance of team building, market research/product testing, competitive analysis, quality control/consistency, outsourcing, and complying with legal/regulatory requirements.