CAS in Hotel Marketing

The hotel industry is facing an increasingly difficult market environment. Factors such as the pandemic, new players, changing customer needs, and digitalization have all contributed to this. Against this background, professional marketing is becoming increasingly important. This is where the CAS in Hotel Marketing comes in. It is offered jointly with the SHS Academy and provides content that is both scientifically sound and practically relevant. Innovative teaching and learning formats allow participants to be flexible in their studies.

At a glance

Qualification:

Certificate of Advanced Studies ZHAW in Hotel Marketing (12 ECTS)

Start:

on request

Duration:

Three blocks of three days each taught on-site in addition to both asynchronous and synchronous online classes., more details about the implementation

Costs:

CHF 8'900.00

Comment on costs:

If you sign up for the CAS program by 31 December 2023, you will benefit from a 10% early bird discount.

Location:

ZHAW School of Management and Law / Campus St.-Georgen-Platz, 8401 Winterthur
Two program blocks are taught on campus at the ZHAW School of Management and Law in Winterthur, and one at a hotel.

Language of instruction:

English

Online-Webinar:

Objectives and content

Target audience

The program is aimed at, among others, graduates of the Director of E-Commerce program and hotel executives, such as managing directors, marketing directors, and sales directors.

Objectives

The participants of this program…

Build up current knowledge on strategic marketing and the components of a marketing strategy and acquire the skills to implement this knowledge;
Learn to adopt the customer perspective by focusing on concepts such as customer segmentation, value proposition design, and design thinking;
Build up current knowledge on value pricing and dynamic pricing and acquire the skills to implement this knowledge;
Build up current knowledge on digital sales and communication channels and create the skills for their use;
Gain an understanding of the opportunities and risks of word-of-mouth marketing;
Build up current knowledge of the technological possibilities in hotel marketing, focusing on concrete tools (the marketing technology landscape);
Develop an understanding of the importance of service excellence;
Develop an understanding of the connection between employee satisfaction and customer satisfaction;
Develop an understanding of the importance of employee engagement;
Work on their own cases and marketing concepts and focus on how to support their implementation.

Content

Module 1: Strategy, Value Proposition, Pricing & Sales

Current challenges in the hotel industry
The business model canvas
Customer segments & value proposition design
Design thinking
Pricing strategy
The customer decision journey
(Digital) sales strategy

Module 2: Marketing Technology, Branding & Communication, Service Excellence

The marketing technology landscape in the hotel industry
Branding strategy
Content marketing & marketing automation
Customer-centric transformation
Service excellence
Employee experience & employer branding
Individual coaching

Why enroll in the CAS in Hotel Marketing program? Your benefits at a glance

Academically sound, practice-oriented executive education offered jointly by the ZHAW School of Management and Law and the SHS Academy
Innovative teaching and learning offering an effective combination of face-to-face and online teaching for maximum flexibility
Individual coaching
Networking with fellow students, lecturers, and alumni
An academic degree (12 ECTS credits) with the option of acquiring an MAS in Marketing Management (Master of Advanced Studies, 60 ECTS credits)

Methodology

We focus on teaching practical content and on an intensive exchange between our lecturers and students. Our executive education programs have always benefited from a close relationship with participants. Not only face-to-face teaching, but also digital and asynchronous knowledge transfer are an integral part of our concept. In whatever we do, we attach great importance to a close supervisory relationship, individual support, and sufficient space for exchange and interaction. We believe these elements are crucial to maximizing the learning success of our participants.

Lectures
Tuition
Exercises
Discussions
Presentations
Group assignments
Case studies
Literature review

More details about the implementation

For the first and third blocks, participants are on campus, for the second block at a hotel (staying overnight). The program takes approx. eight months to complete.

Classes: Face-to-face lessons take place in three blocks of three days each from Monday to Wednesday.

Block 1: Monday to Wednesday, 6 – 8 May 2024

Block 2: Monday to Wednesday, 14 – 16 October 2024

Block 3: Monday to Wednesday, 2 – 4 December 2024

(Subject to changes)

Enquiries and contact

Head of Program:
Prof. Dr. Steffen Müller
+41 58 934 79 24
E-Mail
Program Manager:
Michèle Rettenmund
+41 58 934 74 30
E-Mail
Administration:
Adriana Jacober
+41 58 934 64 46
E-Mail

Provider

Institute of Marketing Management

Offered in cooperation with

SHS Academy

Application

Admission requirements

Admission is open to graduates of universities of applied sciences or academic universities with at least two years of professional experience in marketing or sales in the hotel industry.

Applicants without a university degree may be admitted if they have at least four years of professional experience in marketing or sales in the hotel industry and the corresponding continuing education certificates (college of higher education and training (höhere Fachschule) or examination for the advanced federal diploma of higher education (höhere Fachprüfung mit eidgenössischem Fachausweis/Diplom)).

In exceptional cases, participants may be accepted if their competence to participate is demonstrated by other evidence