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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/healthcare-marketing-hospitality-management
课程评论：没有评论
课程名称：国际酒店与医疗服务营销 课程概述：随着全球经济的快速增长，酒店和医疗服务行业提供了巨大的发展机遇。为了把握这些机遇，首先需要了解每个行业的独特特征。本课程旨在帮助对这些行业感兴趣的职业发展人士提升管理能力，从而更好地装备自己，激发创新和创造性的管理思维。成功完成本课程的学员将能够： 1. 识别服务企业的独特特征，制定成功的管理策略，更好地管理客户角色，以获得理想的商业成果，市场推广无形产品，并更有效地管理客户期望和感知。 2. 识别酒店行业的独特特征，解释酒店行业供需平衡的过程，并实施针对这一独特市场的最佳营销和管理策略。 3. 识别医疗行业的独特特征，解释该行业如何演变为体验型业务，并更好地管理人与人之间的互动和设施，提高客户体验的质量。 4. 从服务行业的创新方法中获得洞见，特别是在酒店和医疗行业，帮助在各自的行业中更好地发展创新战略。 课程大纲： 1. 服务企业管理的独特性 - 服务企业的独特特性及其在管理上的挑战与机遇。 - 学习完成此模块后，学员将能够识别服务企业的特性，掌握独特的管理能力，以优化客户管理和市场推广。 2. 如何成功营销酒店业务 - 酒店行业共享的独特特性及相应的营销策略。 - 学习完成此模块后，学员将能够解释酒店行业的特点，以及如何平衡供需来最大化收入。 3. 如何成功营销医疗业务 - 快速发展的医疗行业及其营销策略演变。 - 学习完成此模块后，学员将能够解释医疗行业的独特特性，掌握人际互动管理以提升客户体验，并分析医疗行业的创新案例。 通过本课程，学员将深化对酒店与医疗服务行业的理解，提升相应的营销与管理能力，为职业发展奠定坚实基础。
Name:What is unique about managing a service business?
Description: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.
Name:How to successfully market a hospitality business?
Description: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.
Name:How to successfully market a healthcare business?
Description: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.
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.
