CORNELL UNIVERSITY Hospitality Certificate Programs In today s business climate, continued education and advanced degrees are required to promote career growth. Many busy adults struggle to balance life, work, school, and their related challenges. The College Network partners with educational institutions like ecornell, a subsidiary of Cornell University, to provide programs that can enhance your career without sacrificing your worklife balance. Hundreds of thousands of working professionals have relied on The College Network to advance their education. The College Network and ecornell s online Professional Certificate Programs make it possible to build your expertise using the convenience of the Internet. Earn an Ivy League credential in as little as 12 weeks! Now wherever you are located you can train to the highest professional standards with online courses through ecornell. These online programs focus on delivering the expertise you need to improve your performance, add greater value to your organization, and ultimately advance your career. Now you can learn anytime, anywhere whenever and wherever it s convenient. All you need is a computer and a connection to the Internet. This is the finest professional training available, taught from the same curriculum available to in-class students at Cornell University. Master Certificate in the Essentials of Hospitality Management Master Certificate in Foodservice Management Certificate in Foodservice Management Certificate in Hotel Revenue Management Certificate in Hospitality Marketing A Cornell faculty member who is a recognized authority on the subject has designed each of the courses. While students learn on their own, they can also interact with an instructor through e-mail, chat rooms, and discussion boards. Many of America s leading companies are turning to ecornell to help meet their training needs. Companies such as Best Western, Four Seasons, Hilton Hotels Worldwide, Levy Restaurants, Pinnacle Entertainment, and Starwood Hotels and Resorts Worldwide are just a few of the organizations who train their employees with ecornell. You too can learn with the best to be your best. Take your career to new heights by adding an Ivy League credential to your résumé. NETWORK Education Inspired by life Hospitality Certifcate Programs
Hospitality Marketing Marketing is about identifying, creating, and delivering value to customers. The Certificate in Hospitality Marketing from Cornell University s School of Hotel Administration is designed to develop the essential skills necessary to conceive, create, and write a strategic marketing plan. The courses in this certificate series focus on data-driven methodologies for gathering and analyzing marketing data, using that data to make decisions, using marketing analysis to identify strategic opportunities, creating the marketing positioning, and creating a marketing plan to guide execution. The courses emphasize practical application of concepts, strategies, and tactics that can be immediately used in the workplace. The Certificate in Hospitality Marketing equips participants with the skills, tools, and methodologies they need to take a marketing initiative from the concept stage to a robust marketing plan. Data Gathering and Analysis in the Hospitality Industry Statistical Decision Making for Hospitality Managers Marketing Fundamentals for the Hospitality Industry Conducting Effective Hospitality Marketing Research The Hospitality Marketing Mix: Product and Price The Hospitality Marketing Mix: Place and Promotion Restaurant Revenue Management Each year, hundreds of professionals who want to sharpen their existing skills, develop new skills, and enhance their understanding of foodservice management participate in executive education. ecornell has worked hand-in-hand with Cornell s School of Hotel Administration to adapt its renowned Professional Development Program for convenient online delivery. This five-course series, the Certificate in Restaurant Revenue Management, was developed with renowned revenue management expert and Cornell faculty member, Dr. Sheryl Kimes. It explains critical restaurant revenue management concepts and describes how to apply them in the hospitality industry. This certificate provides learners with an introduction to the restaurant revenue management approach. It explains why both meal duration and occupancy levels have a profound effect on the bottom line and how variable pricing is used to increase revenue at your restaurant. It focuses on how to implement desired changes efficiently to produce measurable improvement in market share and overall revenue for your foodservice operation. Find out how to use a service blueprint to improve the service delivery process and increase profits, and examine such variables as client flow, menu planning, dining time, optimal table mix, meal duration, and variable pricing. Use practical analytical tools to diagnose and solve issues that have made it difficult for you to increase your revenue. Learn how to implement revenue management in five steps. Meeting the Challenges of Foodservice Management Introduction to Restaurant Revenue Management Managing Revenue with Service Cycle Managing Revenue with Table Mix Managing Revenue with Pricing
Foodservice Management Each year, hundreds of professionals who want to sharpen their existing skills, develop new skills, and enhance their understanding of foodservice management participate in executive education. ecornell has worked hand-in-hand with Cornell s School of Hotel Administration to adapt its renowned Professional Development Program for convenient online delivery as the Certificate in Foodservice Management. This certificate examines the issues and challenges of the foodservice industry and outlines strategies that managers can use to meet those challenges. With a focus on a systems approach to foodservice management, it provides the skills needed to assess the effectiveness of several foodservice systems. It explores the functions of management and the stages in the development of a successful high-level manager. It explains the importance of market research and offers effective marketing and merchandising strategies for foodservice operations. Learn how to manage the major areas of menu planning, purchasing, receiving, storage, and production. Acquire tools for handling customer- and employee-related management challenges and practice skills needed to enhance the customer experience. With menu design and development as a starting point, explore how operations establish and meet customer expectations, a key to success. Learn to increase the effectiveness of marketing, service, and human resources systems and to use them to support your business objectives. Meeting the Challenges of Foodservice Management Foodservice Management: Marketing, Service, and HR Systems Foodservice Management: Menu Planning and Marketing, and Merchandising Strategies Foodservice Management: Control Systems and Related Systems Introduction to Restaurant Revenue Management Master Certificate in Hospitality Management Each year, hundreds of professionals who want to sharpen their existing skills, develop new skills, and enhance their understanding of hospitality management participate in executive education programs from Cornell s School of Hotel Administration. ecornell has worked hand-in-hand with the School of Hotel Administration to adapt its renowned Professional Development Series for convenient online delivery. The Master Certificate in Hospitality Management is a comprehensive offering for professionals operating at a property or executive level. Topics covered include marketing and finance fundamentals, revenue management principles, labor, and economic challenges in the hospitality industry, competitive strategies, stress management, coaching and counseling, and team dynamics. Understanding Team Dynamics Managing People More Effectively Understanding Financial Statements Marketing Fundamentals for the Hospitality Industry
Hotel Real Estate Investments and Asset Management Well-structured hotel real estate investments create value and provide benefits to all partners in a deal: owners, management companies, and/or franchisees. Understanding the value of hotel real estate investments and the dynamics of the financial and operational aspects of real estate investments, asset management, and management contracts is critical to the success of mid-level and senior management in the hospitality and real estate industries. This certificate series focuses on developing a comprehensive knowledge base and tool set that enables you to fully understand the complex dynamics surrounding the hotel real estate and management contracts from the point of view of the property owner, operator, and lender. This multi-party view fully enables participants to structure and negotiate the most advantageous agreement taking into account the motivations of all interested parties. Financial Analysis of Hotel Investments Control of Hotel Real Estate Valuing Hotel Investments Through Effective Forecasting Valuing Hotel Intellectual Property and Structuring the Capital Stack Developing an Asset Management Strategy Achieving Hotel Asset Management Objectives Certificate in Hospitality Management Each year, hundreds of professionals who want to sharpen their existing skills, develop new skills, and enhance their understanding of hospitality management participate in executive education programs from Cornell s School of Hotel Administration. ecornell has worked hand-in-hand with the School of Hotel Administration to adapt its renowned Professional Development Series for convenient online delivery. The Certificate in Hospitality Management presents critical topics for managers, covering marketing and finance fundamentals, labor and economic challenges in the hospitality industry, competitive strategies, stress management, coaching and counseling, and team dynamics. Learn to accurately interpret and utilize financial statements, and then convey the organization s financial condition to its constituents. Investigate the core principles of marketing. Develop a marketing plan in terms of moving from the strategic to the tactical. Build your understanding of who your customers are, and learn how to reach them effectively. Understanding Team Dynamics Managing People More Effectively Understanding Financial Statements Marketing Fundamentals for the Hospitality Industry /brochure
Strategic Leadership for the Hospitality Professional This certificate series, developed from the strategic management curricula from Cornell University s School of Hotel Administration and Johnson Graduate School of Management, focuses on the unique and dynamic nature of the hospitality industry by drawing on relevant industry cases and examples. The six-course certificate in Strategic Leadership for the Hospitality Professional prepares managers to evaluate the competitive environment, create and assess strategic alternatives, and successfully execute a strategy. Participants will learn a proven process that can be used in their own property or firm to develop, implement, and execute a strategic plan that will create change, generate sustainable competitive advantage, and ensure superior ongoing results for their customers and investors. Strategic Thinking Formulating Strategy and Mapping the Competitive Landscape in the Hospitality Industry Creating Value and Competitive Advantage in the Hospitality Industry Implementing Strategy and Strategic Control Systems in the Hospitality Industry Hotel Revenue Management Hospitality managers are charged with making strategic and proactive decisions to increase occupancy rates and total revenue for their properties. Applying a systematic process to such decision-making can increase their success. This fivecourse certificate series in hotel revenue management, developed by renowned revenue management expert Dr. Sheryl Kimes of Cornell s School of Hotel Administration, provides a holistic view of the application of hotel revenue management concepts and practices to the hospitality industry. The courses in this series focus on several high-impact drivers for maximizing revenue: forecasting and availability controls, pricing and distribution channel management, overbooking and group management, and non-traditional revenue management applications. Each course explores a topic in depth, with particular emphasis on the role of strategy in effective revenue management and the practical application of tools and techniques in the hospitality setting. Introduction to Hotel Revenue Management Forecasting and Availability Controls in Hotel Revenue Management Pricing Strategy and Distribution Channels in Hotel Revenue Management Overbooking Practices in Hotel Revenue Management Non-Traditional Applications of Hotel Revenue Management
Frequently Asked Questions Q. Who is eligible for the programs? Although anyone may take the online courses, the most successful candidates will be those who have a background in the area of interest. This background should include education, employment experience, or a combination of the two in a specific area. Q. How do I register? One of the services provided by The College Network is to register our customers for the ecornell programs. Contact a Program Advisor at 1-866-249-2131 to begin. Q. When do courses start? begin on Wednesdays and end on Tuesdays. are two weeks long. Q. How long are the programs? The total length of a program depends on several factors: how many courses the program requires, whether the courses are two-week or four-week courses, and whether they are being completed one at a time or two at a time. Expect to spend 2-3 hours per week. Q. Are the ecornell courses the same as Cornell University in-class courses? Yes. ecornell has taken Cornell s certificate course curricula and brought it online. The online courses are even developed by the same renowned faculty, all with in depth, real world experience. Q. What are the actual online courses like? Online courses consist of a variety of activities, including viewing case studies or topic briefings, working on assignments, and interfacing with the instructor and fellow students. The customer will spend 2-3 hours per week in course study and online activity. Q. Can customers take more than one course at a time? ecornell recommends that customers begin their certificate program with one course at a time. They can then determine if their personal schedule can accommodate a double course load. Q. Are there any specific login requirements? No. ecornell certificate programs are completely asynchronous. Q. What are the technical requirements? Minimum system requirements are: PC with sound capability; Windows 98/ NT/2000/ME/XP OR Mac OS 9.1 or later; one of the following browsers: Internet Explorer 6 or later, Netscape 7, Mozilla 1.2, Safari 1.2 (Mac OS). Q. Will the certificate reflect that I earned it online? No. Upon completion, you will receive an official certificate from Cornell University. After the last required course has been completed and all fees have been paid, your certificate will be mailed within two weeks. Q. What if I have a question not answered here? All you have to do is ask. Call one of our Program Advisors at 1-866-249-2131 to have any and all of your questions answered. ecornell Established and wholly owned by Cornell University, ecornell has the most comprehensive online professional and executive development curriculum offered by any top-twenty university in the United States. ecornell provides exceptional online learning experiences tailored for professional and executive development in the areas of strategy, leadership and management development, human resources, financial management, and hospitality management. Collaboration between Cornell faculty experts and elearning designers provides for engaging and robust interactive learning. The College Network Since 1992, The College Network has provided educational solutions that help individuals advance their education and training with college degrees and professional certificates from highly acclaimed universities. As one of the nation s leading elearning companies and a partner with some of the nation s foremost institutions of higher learning, The College Network has helped hundreds of thousands of adults continue their education ECN-HSP-700 02/25/11 The College Network The program information in this publication is current at the time of printing. The most up-to-date information is available at www.collegenetwork.com, or you can speak with a Program Advisor at 1-877-CLM LEARN (256-5327).