IFT & Cornell University co-organised Executive Development Programme on Strategic Marketing Management

Posted: Thu 16 Oct, 2014 8:08 PM

IFT & Cornell University co-organised Executive Development Programme  on Strategic Marketing Management

In order to provide diversified training opportunities for Macao’s local hotel industry professionals and enhance their management skills, Institute for Tourism Studies (IFT) and School of Hotel Administration, Cornell University, USA co-orgainsed a two-day Executive Development Programme on Strategic Marketing Management on 15 and 16 October. The programme offers participants innovative and practical approaches for addressing strategic marketing challenges to improve competitive positioning, long-term profitability, and customer loyalty. 


IFT has the honour to invite Dr. Lisa Klein Pearo, adjunct faculty member at Butler University and IUPUI in Indianapolis.  From 2004-2011, she was on the faculty at the Cornell University, School of Hotel Administration.  She has also worked in direct marketing and management consulting.  Her research focuses on information search, learning, and decision-making in interactive environments.  Dr. Pearo has taught undergraduate, graduate and MBA students at Harvard University, Rice University and Tulane University.


Programme topics include:


-   Identifying the role of strategic marketing and strategic planning

-   Using market research as a foundation for strategy development

-   Setting marketing objectives that drive strategy

-   Segmenting and targeting to identify the optimal customer focus

-   Positioning for sustainable competitive advantage

-   Creating and delivering value through the brand promise at all stages of an organisation’s growth

-   Developing innovative marketing mix strategies that contribute to the customer-brand experience

-   Integrating marketing communications across an ever-increasing range of media options 

-   Measuring marketing success across strategic and tactical objectives

-   Closing the loop to ensure continuous marketing learning and growth


As the tourism and hospitality industry is growing swiftly in Macao, the demand for knowledgeable professionals is increasing and thus hotel management personnel needs to upgrade themselves constantly to cope with the changing market trends. This module addresses how to adapt and apply strategic marketing frameworks and principles, explore “best practice” examples, and develop effective measurement systems to assess marketing success.  Participants will gain exposure to structured, yet innovative approaches to the management of strategic marketing issues in a hospitality organisation.


IFT is always striving to enhance its research and teaching so as to contribute to the society. By organising diversified seminars and workshops, IFT constantly shares the most updated information and research findings with the industry to support the sustainable tourism development of Macao.

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