| Degree Description: |
Effective marketing and branding means more customers, increased sales, and branding opportunities for your spa. In this course, you will learn the fundamentals of developing a strategic marketing plan through sample case studies of destination resort spas, day spas, hotel spas, and medical spas. A review of marketing plan elements will be combined with an overview of various print and electronic resources available for state-of-the-art marketing communications. Students will develop their own marketing plan inclusive of a situation analysis, mission and position statement, SWOT analysis, with a step-by-step action plan that identifies the objectives, tactics, competitive analysis, and metrics for plan implementation and evaluation. Additional topics include: principles of retailing, branding, media and public relations, building customer and employee loyalty, combined with a survey of branding, retailing, and promotional campaigns from leading spas in the United States and abroad.
|
