(FALL 2009)

Spa Marketing and Branding (Section 1) MGMT X426.4  (2.5)

A required course in the Spa and Hospitality Management Certificate Program.
Effective marketing and branding means more customers, increased sales, and branding opportunities for your spa. In this course, you will learn the fundamentals of developing a strategic marketing plan through sample case studies and examples of various spa models. A review of marketing plan elements will be combined with an overview of various print and electronic resources available for state-of-the-art marketing communications. Students will develop their own marketing plan inclusive of a situation analysis, mission and position statement, and SWOT analysis, with a step-by-step action plan that identifies the objectives, tactics, competitive analysis, and metrics for plan implementation and evaluation. Additional topics include: branding, media and public relations, building customer and employee loyalty. Students will be required to purchase Harvard Business articles (electronic download) in lieu of a textbook. Please refer to syllabus at the start of class. See enrollment confirmation for login information.

Erika A. Mangrum, M.B.A., is owner and president of Iatria Spa and Health Center, an award-winning day spa in North Carolina. A recognized industry expert, Ms. Mangrum has been quoted in Wall Street Journal, USA Today, News and Observer, Fortune, Health, and Spa Finder, and has appeared on ABC, NBC, CBS, and MSNBC, and CNN. Her areas of expertise include marketing, business and strategic planning, entrepreneurship and management.