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Marketing and Branding for Spa & Wellness Businesses

A required course in the Spa and Wellness Management Certificate Program.

Course Description

A strategic look at marketing and branding in the spa and wellness industries to drive revenue, develop customers and markets, increase brand presence, and successfully deliver an integrated image, promotional, and communications plan. Learn the fundamentals of developing a strategic marketing plan and the marketing process. Students will select a case study in the industry to develop a SWOT analysis, brand analysis, marketing budget, and marketing plan. Topics include branding, value propositions, unique selling propositions, and marketing performance metrics. This course will also cover customer relationship management, customer service, marketing channels, public relations, and social media. Topics will integrate services and retail in spa and wellness settings.

See enrollment confirmation for login information. Please enroll at least one week prior to the course start date.

NOTE: This course may have optional, live sessions via Zoom. The sessions will be recorded and posted for students who are not able to attend. The Zoom meeting link and password to join will be provided in the course. A device with audio and visual will be needed to participate. The following student guide provides additional resources/information on how to use and access the course’s Zoom sessions.

  • Details
  • $615
  • September 27, 2021 to December 05, 2021
  • Delivery Mode: Online
  • Reg#: 00045
  • ID/Units: MGMT X426.35  (3.00)
    ( Section 1 )
  • Quarter: FALL 2021

Instructor


Patti Biro, M.Ed., is the owner of Patti Biro and Associates, a consulting firm specializing in creating brand enrichment through special events, retail consulting, and education in the personal products, spa and wellness industry. With over 20 years of experience, Patti’s unique approach to increasing retail and service sales through special events produces exceptional results for her clients. Patti is a frequent presenter on the national circuit in the spa and wellness trade shows market. An avid writer, her articles appear in magazines such as Skin Inc., Les Nouvelles Esthetique and Spa Magazine, Nails, Inc. Daily Nails and Massage Magazine. She is the owner of a specialty pop up shop and manages retail operations on a daily basis.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

Optional Textbook(s):

GOOD TO GREAT
Book - ISBN: 9780066620992
COLLINS, 1 ed, HARPERCOLLINS TRADE

THE CUSTOMER LOYALTY LOOP
Book - ISBN: 9781632650665
FLEMING, 1 ed, WEISER

THE MARKETING BOOK
Book - ISBN: 9781725617278
MCDONALD, CreateSpace

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START09/27/2021Monday------Online (Access Begins)---
END12/05/2021Sunday------Online (Access Ends)---