About this Course
4.5
107 ratings
28 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 4 hours to complete

Suggested: 3 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Spanish, Korean, Chinese (Simplified)...

Skills you will gain

Variable PricingMarketingHospital ManagementHotel Management
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 4 hours to complete

Suggested: 3 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Spanish, Korean, Chinese (Simplified)...

Syllabus - What you will learn from this course

Week
1
Hours to complete
1 hour to complete

What is unique about managing a service business?

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....
Reading
7 videos (Total 44 min), 2 quizzes
Video7 videos
1.2. Introduction to service businesse2m
1.3. Unique characteristics of service businesses: 01. Customer participation5m
1.4. Unique characteristics of service businesses: 02. Simultaneity13m
1.5. Unique characteristics of service businesses: 03. Perishability5m
1.6. Unique characteristics of service businesses: 04. Intangibility8m
1.7. Unique characteristics of service businesses: 05. Heterogeneity5m
Quiz2 practice exercises
Practice Quiz for Lesson 1 'What is unique about managing a service business?'10m
Graded Quiz for Lesson 1 'What is unique about managing a service business?'24m
Week
2
Hours to complete
1 hour to complete

How to successfully market a hospitality business?

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....
Reading
5 videos (Total 25 min), 1 reading, 2 quizzes
Video5 videos
2.2. Common characteristics among the hospitality businesses8m
2.3. Unique marketing approaches in the hospitality industry : Variable pricing3m
2.4. Challenges in moving from fixed pricing to variable pricing3m
2.5. Variable pricing strategies: Premium pricing & target discounting8m
Reading1 reading
Revenue Management10m
Quiz2 practice exercises
Practice Quiz for Lesson 2 'How to successfully market a hospitality business?'10m
Graded Quiz Lesson 2 'How to successfully market a hospitality business?'24m
Week
3
Hours to complete
1 hour to complete

How to successfully market a healthcare business?

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....
Reading
9 videos (Total 38 min), 2 quizzes
Video9 videos
3.2. Evolvement of healthcare management focus1m
3.3. Examples of successful patient experience management: Shouldice Hospital4m
3.4. Key elements of design in experience management: Interaction3m
3.5. Examples of successful patient experience management: Kameda Medical Center2m
3.6. Key elements of design in experience management: Facility2m
3.7. Healthcare innovation3m
3.8. Review: Healthcare service industry & its unique marketing approaches1m
3.9. Expert Interview with Severance Hospital14m
Quiz2 practice exercises
Practice Quiz Lesson 3 'How to successfully market a healthcare business?'10m
Graded Quiz Lesson 3 'How to successfully market a healthcare business?'26m
4.5
28 ReviewsChevron Right
Career Benefit

83%

got a tangible career benefit from this course
Career promotion

50%

got a pay increase or promotion

Top Reviews

By ABAug 3rd 2018

Amazing course! Professor Sunmee is the reason I couldn't wait until the next week. Great practical examples and additional materials. Would love to see more courses.

By GSJan 2nd 2017

A good course that can be used to gain a quick understanding of the characteristics of Healthcare and Hospitality Industry and the marketing challenges involved.

Instructor

Avatar

Sunmee Choi

Professor of Service Management
School of Business

About Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

About the International Marketing & Cross Industry Growth Specialization

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.