Об этом курсе
4.5
Оценки: 106
Рецензии: 27
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 desirable 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 approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry....
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Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week

Прибл. 3 ч. на завершение
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Субтитры: English, Spanish, Korean, Chinese (Simplified)

Приобретаемые навыки

Variable PricingMarketingHospital ManagementHotel Management
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Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Clock

Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week

Прибл. 3 ч. на завершение
Comment Dots

English

Субтитры: English, Spanish, Korean, Chinese (Simplified)

Программа курса: что вы изучите

1

Раздел
Clock
1 ч. на завершение

What is unique about managing a service business?

Service businesses have unique aspects that create both opportunities and challenges in successfully managing them. Explaining what they are and how they have been addressed are a key to successfully marketing a service business. In this module, learners will be introduced to those unique characteristics of service businesses. People who have successfully completed this module will (1) Classify the unique characteristics of service businesses and realize why service businesses require special management approaches and capabilities, (2) Demonstrate the ability to better manage the role of customers to gain desirable business outcomes, (3) Develop capabilities to better market products than are intangible, and (4) Improve customer expectations and perceptions....
Reading
7 видео (всего 44 мин.), 2 тестов
Video7 видео
1.2. Introduction to service businesse2мин
1.3. Unique characteristics of service businesses: 01. Customer participation5мин
1.4. Unique characteristics of service businesses: 02. Simultaneity13мин
1.5. Unique characteristics of service businesses: 03. Perishability5мин
1.6. Unique characteristics of service businesses: 04. Intangibility8мин
1.7. Unique characteristics of service businesses: 05. Heterogeneity5мин
Quiz2 практического упражнения
Practice Quiz for Lesson 1 'What is unique about managing a service business?'10мин
Graded Quiz for Lesson 1 'What is unique about managing a service business?'24мин

2

Раздел
Clock
1 ч. на завершение

How to successfully market a hospitality business?

Diverse businesses in the hospitality industry share some common characteristics. Unique marketing approaches have been developed to leverage these characteristics. In this module, learners will be introduced to one of those approaches called 'Variable Pricing.' People who have successfully completed this module will (1) Explain the unique characteristics of the hospitality industry, particularly in balancing supply and demand and (2) Demonstrate the ability to manage demand and pricing in order to better balance supply and demand and as a result maximize revenue from the hospitality industry....
Reading
5 видео (всего 25 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video5 видео
2.2. Common characteristics among the hospitality businesses8мин
2.3. Unique marketing approaches in the hospitality industry : Variable pricing3мин
2.4. Challenges in moving from fixed pricing to variable pricing3мин
2.5. Variable pricing strategies: Premium pricing & target discounting8мин
Reading1 материала для самостоятельного изучения
Revenue Management10мин
Quiz2 практического упражнения
Practice Quiz for Lesson 2 'How to successfully market a hospitality business?'10мин
Graded Quiz Lesson 2 'How to successfully market a hospitality business?'24мин

3

Раздел
Clock
1 ч. на завершение

How to successfully market a healthcare business?

The healthcare industry is fast growing and rapidly evolving at the same time. So is its marketing approach. In this module, learners will be introduced to the recently emerging healthcare marketing concept of "Patient Experience Management" and will a few cases of successful patient experience management. People who have successfully completed this module will (1) Explain the unique characteristics of the healthcare industry and how this industry is evolving into the experience business, (2) Develop capabilities to better manage human interactions and facility to enhance the quality of customer experience, and (3) Gain insights on service innovation from specific healthcare innovation cases....
Reading
9 видео (всего 38 мин.), 2 тестов
Video9 видео
3.2. Evolvement of healthcare management focus1мин
3.3. Examples of successful patient experience management: Shouldice Hospital4мин
3.4. Key elements of design in experience management: Interaction3мин
3.5. Examples of successful patient experience management: Kameda Medical Center2мин
3.6. Key elements of design in experience management: Facility2мин
3.7. Healthcare innovation3мин
3.8. Review: Healthcare service industry & its unique marketing approaches1мин
3.9. Expert Interview with Severance Hospital14мин
Quiz2 практического упражнения
Practice Quiz Lesson 3 'How to successfully market a healthcare business?'10мин
Graded Quiz Lesson 3 'How to successfully market a healthcare business?'26мин
4.5
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Лучшие рецензии

автор: ABAug 3rd 2018

Amazing course! Professor Sunmee is the reason I couldn't wait until the next week. Great practical examples and additional materials. Would love to see more courses.

автор: GSJan 2nd 2017

A good course that can be used to gain a quick understanding of the characteristics of Healthcare and Hospitality Industry and the marketing challenges involved.

Преподавателя

Sunmee Choi

Professor of Service Management
School of Business

О Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

О специализации ''International Marketing & Cross Industry Growth '

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....
International Marketing & Cross Industry Growth

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