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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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