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Strategic Marketing & Branding

Learn to make informed strategic choices to effectively manage situations of performance crises, decline, and distress with the hospitality industry.

Next Dates

16-06-2025

Enroll

17-11-2025

Enroll

Strategic Marketing & Branding

“Strategic Marketing and Branding” is the foundation for successfully building and growing a hospitality business into a recognizable brand that generates customer demand. 

The first half of the class focuses on the basics of strategic marketing. It will equip you with the mindset and skills to conceptualize a solid marketing strategy that will deliver on the business’ goals. 

The second half will focus on branding. It will equip you with the mindset and skills to infuse marketing with elements of branding that will ensure its long-term impact on the hospitality business. 

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Course advantages

  • The course is composed of recorded videos, exercises, industry insights and readings offering you a solid overview of the current state of the hospitality. 
  • The content is based on the modules delivered in EHL’s MBA in Hospitality program. 

 

 

Course highlights

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34 Lecture Videos
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21 Readings
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8 Interactive Exercises
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2 Industry Experts Interviews

Learning Journey

5 weeks online courses

Defining marketing and designing the marketing strategy 

  • What is marketing, what is sales. Differences explained 
  • What is Marketing Myopia
  • Customer Driven Marketing Strategy 

Customer driven marketing strategy 

  • Segmentation 
  • Targeting 
  • Differentiation
  • Positioning 

What is a brand? 

  • Why do companies engage in brand building? 
  • Brand Awareness 
  • Brand Image and Performance Associations 

What are brand assets? 

  • What are brand assets? Demonstration 
  • Why are brand assets important? 
  • How do companies create and maintain brand assets? Identify brand assets 
  • Map brand assets on the brand asset grid and adapt marketing strategy (step 2 and 3) 

  • Demonstrate an understanding of the role of marketing in the overall hospitality business strategy. 
  • Define marketing strategy. 
  • Create marketing strategies that deliver on the hospitality business’ goals. 
  • Demonstrate an understanding of what a brand is. 
  • Design marketing measures that drive brand equity. 
  • Design strategies that exploit brand equity to drive value for the business.

To obtain their Certificates, students must complete the following assignments: 

  • Description: Final assessment
  • Duration: 8 hours
  • Documentation: open book
  • Subject specific competencies assessed:
    • Demonstrate an understanding of the role of marketing in the overall hospitality business strategy.
    • Define marketing strategy.
    • Create marketing strategies that deliver on the hospitality business’ goals.
    • Demonstrate an understanding of what a brand is.
    • Design marketing measures that drive brand equity.
    • Design strategies that exploit brand equity to drive value for the business. 
  • To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate. 
  • Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session. 

Is this course right for me?

A Program Advisor will get back to you with feedback or suggestions.

Who should apply?

This course is designed for people aiming to get a robust understand of the marketing strategy and brand building. 

Admission Criteria

There are no admission requirements to enroll to this course.

Admission Process

To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment.

Deadline

We must receive payment at least five days before the start of the course. Late enrollments can be accepted on a case-by-case basis.

Apply Online

Choose your intake :

16-06-2025

Enroll

17-11-2025

Enroll

Cost

CHF 2,200

FAQ

Most asked question

Payment methods

EHL uses the payment platform Flywire, which provides various payment methods, has no hidden bank fees, and offers favorable exchange rates. The link to the payment platform will be provide after the enrollment form.

Course structure


The 15-week course is a bundle of three individual 5-week courses. Each individual course is structured as following: 
- four weeks of course content
- one week for the final assessment
The advantage of signing up to a the bundle of three courses is the 10% discount, already applied (CHF 5,940 instead of CHF 6,600)

Course content


The course is composed of recorded videos, interactive exercises, case studies and executive interviews. 
The content is based on the modules delivered in EHL’s MBA in Hospitality program.

Final assessment


At the end of each 5-week course, participants are required to take a final assessment. Upon successfully passing the assessment, participants get a certificate of completion.
Depending on the course, the assessment may range from multiple choice quizzes (MCQ), where only one answer is correct, to more open response evaluations, like a case study.
To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.

Retakes


Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.

Connecting to the platform


A couple of days before the start of the course, participants will receive their credentials by email and will be required to first change their password before being able to join our learning platform Moodle.

Three certificates of completion


A certificate of completion, delivered by EHL, can be obtained at the end of each 5-week course, providing each final assessment is successfully passed.
Each certificate of completion is delivered electronically (secured pdf) with a unique ID associated to the participant.
If a final assessment is failed, no certificate or document related to that course is delivered. Each course is independent from one another; failing a final assessment on one course has no implication on the other courses.

AEHL member discount


AEHL members are entitled to the alumni discount. To benefit from the discount, participants must enter their AEHL number in the discount field in the enrollment form.
Please note this course already has a 10% discount applied. For full details about, please check the EHL Alumni Connect platform.

Upgrade to an MBA in Hospitality


The course content leverages the content of EHL's MBA in Hospitality program. Participants who have enrolled and paid for a 15-week online course, and who wish to join the MBA program, will get a discount on the MBA tuition and fees. In order to join the MBA program, participants must go through an application process.