eCornell launches New Certificate Program in Strategic Hospitality Management

Cornell University’s School of Hotel Administration has partnered with eCornell to launch a five-course online certificate program in strategic hospitality management. The program, also developed in partnership with Cornell University’s Johnson Graduate School of Management, prepares hospitality managers to evaluate the competitive environment, assess strategic alternatives, and successfully design and execute strategic initiatives.

One course, Strategic Thinking, explores the techniques and skills central to a strategic approach to business analysis. The course is based on the management curriculum of the Johnson School. Three additional courses - Formulating Strategy and Mapping the Competitive Landscape, Creating Value and Competitive Advantage, and Implementing Strategy and Strategic Control Systems, help managers further develop the competencies needed to create, execute, and monitor strategic initiatives. Those courses were created by Cathy A. Enz, Lewis G. Schaeneman, Jr. Professor of Innovation & Dynamic Management at the School of Hotel Administration.

"This new certificate series was created in response to a need among hospitality managers for a thorough and up-to-date treatment of strategic management in a hospitality context,” Enz said. “It is our goal to provide comprehensive treatment of strategy concepts and ideas and to link those ideas to the competitive dynamics of the hospitality industry. Leaders who complete this program will be well qualified to craft and implement a strategy designed to provide a sustainable competitive advantage and ensure superior returns for their property or organization.”

The series also includes Professor Enz’s course, Managing Change Initiatives, which centers on a simulated implementation of a strategic initiative. All of Professor Enz’s courses focus on issues unique to the hospitality industry by drawing on relevant industry cases and examples.

“This new series reaffirms our commitment to continually enhance our program offerings,” added Tom Kline, director of executive education at the School of Hotel Administration. “Strategic Hospitality Management has been a favorite among participants in our Professional Development Program. By placing this certificate series online, we enable more professionals to gain convenient access to our programs.”

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