Rob Kwortnik, associate professor of services marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a BA in Journalism from Temple and an MBA from California State University, Northridge. Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at The Hotel School. Prior to his career in academics, Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.
You want your marketing efforts to generate demand. While increased demand naturally drives business and success, it does come with specific sets of challenges.
Mitigating these challenges requires a keen understanding of demand management. In essence, demand management requires us to ask “How should we set our prices?” “How will we guarantee that our distribution partners ensure timely delivery?”
In this course, you'll answer those questions and explore how pricing and distribution strategies can directly affect demand for your service.
- Estimate market demand for a service business
- Apply a strategic approach to pricing
- Identify pricing methods and tactics
- Select distribution channels
- Reduce channel conflict
How It Works
Who Should Enroll
- Services marketing and operations professionals
- Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
- Services marketing managers and professionals who interact with customers and market data
- Product marketing professionals transitioning into a marketing role in service-centric firms