Strategic Hospitality Management

www.ecornell.com

Online Certificate Program

Strategic Hospitality ManagementFive-course Certificate from Cornell University’s School of Hotel Administration

HAME511 Managing Change InitiativesLSM502 Strategic Thinking

SHA551 Formulating Strategy and Mapping the Competitive Landscape in the Hospitality IndustrySHA552 Creating Value and Competitive Advantage in the Hospitality Industry

SHA553 Implementing Strategy and Strategic Control Systems in the Hospitality Industry

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Certificate in Strategic Hospitality ManagementA five-course certificate series from Cornell University’s School of Hotel Administration

Certificate OverviewNew brands. Re-branding. Niche market segments. Online distribution. Web 2.0 marketing. Global expansion. The rapidly changing hospitality industry and the sophistication of travelers requires more nimble, opportunistic, and tightly executed strategies. Hospitality leaders who are effective at strategy formulation, implementation and evaluation are able to create value in a highly competitive marketplace.

The five-course certificate in Strategic Hospitality Management prepares managers to be 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.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. Who Should Take This Certificate?This certificate series is designed for senior leadership at hotel properties, including current and aspiring GMs and executive team members, and mid-to-senior-level managementat corporate offices.

Certificate InformationTo earn the Strategic Hospitality Management Certificate, students must complete the following five courses:

HAME511 Managing Change Initiatives•

LSM502 Strategic Thinking•

SHA551 Formulating Strategy and Mapping the Competitive Landscape in the Hospitality •

IndustrySHA552 Creating Value and Competitive Advantage in the Hospitality Industry•

SHA553 Implementing Strategy and Strategic Control Systems in the Hospitality Industry•

AccreditationParticipants who successfully complete the five required courses in the series receive a Certificate in Strategic Hospitality Management from Cornell University.


In this course, participants learn the four basic levels of strategic thinking under which an organization can operate, and the circumstances under which an organization must shift to a higher strategic level. At the completion of the course, participants will be able to prepare a competitive analysis of an organization, with recommendations for strategic development based on an industry analysis and an understanding of the organization’s history, culture, and current operations.

Who Should Take This Course?This course is essential for all levels of managers, directors, and company officers who are responsible for making their organiza-tion a leader in its industry.

Course FormatThis course contains the following modules:The Context for Strategic Thinking

The levels of strategic thinking at which an organization can operate, the •

factors that lead to an optimum level, and the circumstances under which organizations shift to a new strategic levelDetermining the optimum level of strategic thinking for an organization’s •

industry and cultureThe concept of strategic intent and its appropriateness for your company or •

industryThinking Strategically About Your Organization

Using Porter’s Five Forces model to analyze the operating environment in •

an industryManaging products and product lines based on the BCG volume/margin •

modelThe relationship between core competencies (at the company level) and key •

success factors (at the industry level)Identifying core competencies and success factors required for any •

particular industryPreparing a competitive analysis of a company, based on the industry in •

general, and an understanding of its current operations and culture

Benefits to LearnerParticipants who complete this course will be able to:

Identify different levels of strategic thinking and determine which is optimal •

for their organizationDetermine the factors that influence organizations to change their level of •

strategic thinkingDetermine the core competencies and key success factors in an industry•

Apply the concept of strategic intent and evaluate its appropriateness in a •

specific organization or industryPrepare a competitive analysis of an organization•

Certificate InformationThis course can be applied to the following certificates:

Business Leadership Skills•

Executive Leadership•

Sponsoring SchoolCornell University’s Johnson Graduate School of Management

LSM502 Strategic Thinking

With emerging technologies and expanding global marketplaces, it is imperative that organizations become highly proficient in driving their change agenda. Whether diversifying, downsizing, merging, reorienting business, or developing new management structures, organizations must be able to effectively carry out change initiatives to remain productive and competitive.

In this course, participants learn to assess organizational readi-ness and their own ability to facilitate change. Working with a comprehensive organizational change scenario, this experiential exercise provides an opportunity for participants to learn by doing and to assess their own effectiveness in facilitating change.

Who Should Take This Course?This course is fundamental for managers, supervisors, and team leaders in any organization who want to learn how to successfully initiate organizational or departmental change.

Course FormatThis course contains the following modules:Managing Change

Organizational change tactics and their correspondence to different stages of •

readiness or willingness to accept changeStages of adoption of innovation: awareness, appraisal/trial, and adoption•

Different reactions to organizational change and innovation on the part of •

innovators, early adopters, early majority, late majority, and resistorsRecognizing that creating change is part skill, part art, and part luck•

Cultural aspects of organizations and their impact on change efforts•

Frustrations managers experience in implementing change initiatives•

Benefits to LearnerParticipants who complete this course will be able to:

Evaluate an organization’s level of readiness and willingness to change and •

use techniques to bring it to an acceptable levelIdentify and minimize a manager’s frustrations in implementing change •

initiativesDevelop and implement an effective methodology for carrying out a •

successful change initiative

Certificate InformationThis course can be applied to the following certificate:

Leading Management Teams•

Sponsoring SchoolCornell University’s School of Hotel Administration

HAME511 Managing Change Initiatives


SHA551 Hospitality Strategic Management: Direction Setting and the Competitive Landscape

The most successful hospitality managers and leaders are able to see their properties or companies from a strategic perspective. They use this skill to differentiate themselves from their competi-tion and create value for their customers and for the organization. This course develops these skills by introducing key aspects of strategy formulation with an emphasis on the strategic manage-ment process, business direction, and an assessment of the broad external environment. The strategic management process is used as a framework to establish a clear organizational direction and set objectives. Participants use the process to monitor, forecast, and adapt to environmental forces that are difficult or costly to influence.

This course defines and distinguishes strategic decisions from operational decisions and focuses on a deliberate strategy-creating process. Participants develop the skills and techniques necessary to prepare mission and vision statements for their firm, communicate that direction internally, and strategically evaluate trends in the external environment.

Who Should Take This Course?This course is designed for senior leadership at hotel properties, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Course FormatThis course contains the following modules:

Strategy and Strategic Management•

What is strategy?•

Strategy vs. operations•

The strategic management process•

Direction Setting•

Elements of direction setting•

Communicating a direction•

The External Environment•

Analyzing trends•

Strategies and the macro environment•

Benefits to LearnerAfter completing this course, participants will be able to:

Formulate a strategic vision and mission for •

directing their organizationCommunicate their organization’s direction•

Perform an assessment of the general external •

environment


Certificate in Hotel Revenue Management•


SHA552 Hospitality Strategic Management: Value Creation and Competitive Advantage

Long-term success in the hospitality industry requires a competi-tive advantage that can be leveraged to deliver superior results. This course focuses on the overall process of creating value within a firm and how managers can create sustainable competi-tive advantage by utilizing key internal resources and capabilities.

Successful hospitality managers and leaders have a thorough understanding of the process of creating value and the role of the value proposition in developing the best strategy to create a unique, sustainable competitive advantage. This course develops the skills necessary to evaluate strategic alternatives such as cost advantage and differentiation strategies, as well as the strategies of competitors, where they generate value, and their positioning. Participants learn to assess business-level strategies designed to create value at the property level; and corporate strategies, which deal with the strategic direction of the firm, the markets in which it will compete, and managing a portfolio of properties.

Who Should Take This Course?This course is designed for senior leadership at hotel properties, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices.

Course FormatThis course contains the following modules:

Business-Level Strategies•

Value and the value proposition•

Cost advantage and differentiation strategies•

Best-value strategy•

Sustainable Competitive Advantage•

The components of competitive advantage•

Value chain analysis•

Competitor analysis•

Corporate-Level Strategies•

Corporate growth strategies•

Strategy selection criteria•


Create value and sustainable competitive advantage at their hotel•

Recommend strategies for competitive positioning appropriate to their hotel •





SHA553 Hospitality Strategic Management: Strategy Implementation and Strategic Control SystemsThe most-common reasons why good strategies fail are poor execution and implementation. This course is designed to develop the skills in hospitality managers and leaders to implement a strategy and ensure ongoing superior results.

This course focuses on the stage of the strategy process model devoted to putting the best strategy into action. It explores why strategies fail in their implementation and how strategic control systems can ensure that strategic objectives are being met. Participants learn how to write an implementation action plan and build capabilities to manage stakeholder relationships and organizational resources to implement and manage a strategy to create competitive advantage.

Who Should Take This Course?This course is designed for senior leadership at hotel properties, including current and aspiring GMs and executive team members, and mid-to-senior-level management at corporate offices. Course FormatThis course contains the following modules:

A Process View of Strategy Implementation•

From formulation to implementation•

Action and alignment•

Inter-organizational Relationships•

Identifying external stakeholders•

Building successful partnerships•

Organizational Relationships and Control Systems•

Managing people•

Developing a strategic control system•


Use process tools to implement strategy at your hotel•

Manage internal and external relationships to support strategy •

implementationUse strategic control systems to monitor and revise your strategy •




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