Full course description

Starts August 30, 2013

You’ll explore how to use new media to communicate your brand promise in a cohesive way by maintaining your brand voice. And you will learn how to conduct an online customer review analysis to help you understand your customers and their interests so that you can tailor your brand promise to your target market. Use what you learn in this course to understand how your firm is communicating its brand promise, and take concrete steps to ensure you are being consistent in your messaging.

NOTE: The course contains Flash media which may not play on an iOS device.

Bill Carroll, Ph.D.

Senior Lecturer

Bill Carroll is a senior lecturer at the Cornell School of Hotel Administration. He teaches courses in economics, yield management, pricing, and marketing distribution. He is also CEO of Marketing Economics, a consulting firm specializing in travel industry pricing, distribution, yield management, and strategic planning. For over 25 years Carroll held a variety of senior positions in the travel industry. He was division vice president for Global Marketing Planning at Hertz, where he was responsible for global pricing, yield management, marketing information systems, and counter sales. He implemented the first decentralized yield management system in the car rental industry and a comprehensive Executive Information System that gained national recognition. Carroll later served as the global vice president for Reed Elsevier’s Travel Group, overseeing Travel Weekly, the Hotel and Travel Index, the Official Hotel Guide, and the Official Meetings and Facilities Guide. As CEO of Marketing Economics, Carroll works with clients across the travel industry, including global distribution systems, hotel service companies, and travel intermediaries. He also works closely with PhoCusWright, Inc. a travel industry research, consulting, and publishing company. In collaboration with PhoCusWright, Carroll writes often on the evolution of hotel distribution and its impact on major chains and intermediaries. He has also written numerous articles on economics and travel industry topics. Prior to his work in the travel industry, Carroll was an assistant professor of Economics at Drew University. He also served as a member of the economics staff at AT&T where he was an expert witness before state regulatory bodies and prepared filings on pricing and forecasting with the Federal Communications Commission. In addition to his business and academic career, Carroll is a retired U.S. Army Lieutenant Colonel and was a university lacrosse coach for over 10 years. Carroll holds a B.A. degree in economics from Rutgers, an M.S. in labor studies from the University of Massachusetts, and a Ph.D. in economics from Penn State.

Robert Kwortnik, Ph.D.

Associate Professor of Services Marketing

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 B.A. in journalism from Temple and an M.B.A. 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 Cornell School of Hotel Administration. 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.