November 13, 2015

Marketing breaks down the fourth wall: smashing the barriers between people and brands

By creating unforgettable experiences that turn consumers into brand devotees, George P. Johnson CEO Chris Meyer ’87 is reinventing marketing.

By Georgy Cohen

“Traditional marketing tactics,” says 1987 SHA grad Chris Meyer, “are about creating awareness.”

But for Chris, awareness is not enough.

So he spends his days thinking

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June 3, 2015

Introducing The World’s Most Adventurous Business School

Toward the end of the summer we will be rolling out two major marketing and communications initiatives that have been in development for more than a year. The first is a brand-new look and feel for the school. The second is the launch of our new SHA website. We can’t wait to share them with you.

Our new brand identity reflects our positioning not only as a world-class business school grounded in the hospitality industry, but as The World’s Most Adventurous Business School. Like hospitality itself, our alumni and students are everywhere in the world, but being adventurous means more than being everywhere.

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December 18, 2014

Sticktion: Memory as the catalyst for a better customer experience

Lou Carbone, CEO of Experience Engineering, came to share his work with Professor Kathy LaTour’s marketing classes (services marketing, principles of marketing). Carbone and LaTour have been working together on various projects for the last fifteen years, after meeting at the Mind of the Market Lab at the Harvard Business School.

Professor LaTour’s work on memory reconstruction offered important insights into how marketers can “backward”-frame an experience by influencing how consumers remembered the event. Carbone’s work on experience design had primarily focused on engineering the experience prior and during by implementing clues that guide how consumers interpret the experience. Most recently they published an article in the Cornell Hospitality Quarterly on “Sticktion: Assessing Memory for the Customer Experience” (http://scholarship.sha.cornell.edu/articles/496/).

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November 17, 2014

Register for free online course in global hospitality management

Which industry employs one in eleven people worldwide and boasts growth well over double that of global GDP?

Answer: the hospitality industry.

Encompassing hotels & resorts, restaurants, airlines, and numerous related sectors, hospitality is everywhere. This makes hospitality management a red-hot opportunity for those with the desire, ambition, and keen interest in the business of service to make a career of it.

On February 4, the Cornell School of Hotel Administration will offer a free online course,
Introduction to Global Hospitality Management.

The course will remain open to registration even after February 4, as participants may join after the start date and catch up on the material in their own time.

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October 15, 2014

SHA earns AACSB business-unit accreditation

We are delighted to announce that AACSB International (the Association to Advance Collegiate Schools of Business) has granted inaugural, unit-level accreditation to the School of Hotel Administration at Cornell. We are the only stand-alone hospitality school in the world—one not attached to or accredited under another school or college—to earn this designation.

While our Master of Management in Hospitality (MMH) program has been included previously as part of AACSB’s accreditation of Cornell University, the movement from university- to academic-unit-level accreditation marks the first time that our preeminent Bachelor of Science program was included in the accreditation. The unit-level accreditation is based on the school’s level of independence in the areas of branding, external market perception, financial relationship with Cornell, and autonomy as an academic unit.

Our decision to include our undergraduate and MMH degree programs in an application for business-unit accreditation came at the strong recommendation of the AACSB reviewers following their last visit to Cornell. “This opportunity came to us as a result of our previous AACSB accreditations,” explained our dean, Michael Johnson. “It’s a testament to how much we’ve evolved, how far we’ve come. The reviewers came here to look at our MMH program, but they couldn’t help but notice the high quality of our 900 undergraduates, 60 faculty members, and overall curriculum and educational experience.”

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