Course mode: Self-study, asynchronous.

Course level: Intermediate.

Course material: over 1.5 hours of video, 2 quizzes,  additional reading. Estimated total study time 27 hours.

Targeted to: This concise course is highly valuable to advanced university marketing students, middle and senior managers in service sector aiming to create or strengthen the company customer marketing focus, and for parties dealing with increasing long-term company value through strategic customer targeting decisions.

This course is a stand-alone, yet an integral part of the “Value Creation in Hospitality course“. As a free bonus we give you an additional learning module: “Introduction to hospitality”, which gives you a solid understanding of the service business as it stands now.

Course overview

The ever-changing customer expectations cause critical challenges to the hospitality industry’s value creation models. Traditional approaches to market dynamics, pricing or distribution do not any longer enable companies to reach the full potential and future profit level requirements. In this context, hospitality operators need to step away from old practices and start to embrace more holistic, collaborative, customer-centric and sustainable business practices.

This training course teaches you the modern basics of customer segmentation and translates that knowledge into practical applications. Students will come away from this course knowing how to effectively target the right services to the right segments.

The participants are expected to watch all the video content under each module, acquaint themselves with additional materials provided, and then take the quizzes. The quiz can be taken 3 times and we recommend that participants watch the videos and practise until they feel they master the topic.

Course objectives

• Understanding the role of ever-evolving customer needs and expectations in Service Business value chain.
• How in real life build customer segmentation and understand the value potential of your choices.

Skills

• Understanding of advanced customer segmentation and insight

Course outline

Module 1. The Fundamentals of Hospitality

1.1 Introduction to Hospitality

1.2 Setting the scene

1.3 The expansion of hotels

1.4 Characteristics of the hotel business

Quiz – The Fundamentals of Hospitality

Module 2. Customer Segmentation in Hospitality

2.1 Introduction

2.2 The purpose of customer segmentation

2.3 Types of customer segmentation in hospitality

2.4 Customer segmentation in hospitality

2.5 Customer segmentation building blocks

2.6 The value of customer segmentation

2.7 The future of customer segmentation

Quiz 2 – Customer Segmentation in Hospitality

Why start studying now?

Understanding your customers and segmenting them into money-bringing loyal guests is a key factor in making any business profitable. The more your customers see perceived value in your company, the more your profit margin will grow. Learn the tricks of the trade today!

Understanding and answering those questions and making the change happen is essential in running any business. The course will facilitate your journey in management positions. Do not waste a minute – start your new business career today!

How do I purchase the course?

You may buy the course by adding it to the shopping cart on this page. You can pay with a credit card, bank transfer, or in company purchases request for an invoice. You will receive an e-mail confirmation on your order. It contains all relevant data on your purchase. If you’re ordering the course for multiple users, you will be contacted after your purchase. Credentials to each user will be sent via personal email after verification of your payment. If you make a company purchase and wish to be billed, you will be contacted. You will receive your credentials to use the course upon payment of the bill. If you have any questions or inquiries, do contact us at online@haaga-helia.fi

How do I get access to the materials and for how long do I have to finish the course?

After we have verified your payment, you will be sent credentials for the log-in to the learning environment, where you will conduct your studies. In the learning environment you will find all your study materials, which are available for you for 6 months. You may study at your own pace and return to study materials at any time you wish.

Welcome to the course! Do enjoy.

Meet your course instructor