This course examines various management and marketing concepts essential for successful strategic management and marketing at ski areas. Beginning with an examination of the internal and external analysis of ski areas, key strengths (core competencies), weaknesses, opportunities and threats are identified. Particular emphasis is placed on the competitive nature of the ski industry, both among ski areas and between other leisure activities, and the role of inter-resort cooperation for strategic management and marketing success. The role of marketing and management information systems in improving operational efficiency and effectiveness and collecting data on guest buying behavior for effective market segmentation, targeting and positioning is also examined, with this information helpful in developing the ski area marketing mix; considerations relating to product, pricing, packaging, promotion and distribution.
Dr. Sunshine Swetnam is a Colorado Native, long time skier, wilderness lover, and educator who believes in the empowerment of others. She is learner-centered, with the philosophy of stewardship at her core. She hopes to educate more people about the environment, the earth, and sustainability with the intent that they fall in love enough to want to take care of our home. She has worked in the ski industry as a ski instructor and in middle management as an assistant ski school director at Arizona Snowbowl in Flagstaff, Arizona and Mount Aleyeska Resort in Girdwood, Alaska.