Market segmentation in hospitality (5cr)

Objective

You are able to find, study and critically evaluate multidisciplinary information about the market segmentation in hospitality. You can use key market segmentation methods. You are able to describe the benefits and limitations of different market segmentation strategies and methods. You are able to utilize information about the market segmentation in hospitality and in decision-making situations.

Content

What are the foundational principles of market segmentation? Which steps are involved in developing a segmentation strategy - from identifying segments to evaluating their potential? How do you use demographic, geographic, psychographic, and behavioral factors to divide the hospitality market into meaningful segments? What communication channels could you use to reach the right segment of customers? Which KPI’s will help you test and refine effectiveness of potentially profitable customer segments?