As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities.
People who have successfully completed this course will be able to:
(1) identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain deisrable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions.
(2) identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market.
(3) identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience.
(4) gain insights from the innovative approeaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.
International Hospitality & Healthcare Services Marketing is course 4 of 6 in the International Marketing & Cross Industry Growth Specialization.
This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries.