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.
This course can be applied toward:
Textbooks and Materials
Prior to earning his Ph.D. in Human Dimensions of Natural Resources, Alan Bright earned a BA in Accounting, an MBA, his CPA certificate, and spent several years working in the private sector in public accounting and banking. He teaches numerous business-related courses in the Masters of Tourism Management program, including Tourism Finance, Tourism Law, and Organizational Management in Tourism.
Natalie Ooi Ph.D. is a graduate from Monash University, Australia, where she was a Donald Cochrane Scholar, and recipient of the Dean’s Postgraduate Research Excellence Award for the Faculty of Business and Economics. Her PhD research was an ethnographic case study that examined the socio-cultural sustainability of mountain resort tourism development within the community of Steamboat Springs, Colorado. An avid skier and hiker, Natalie is an Australian citizen who has recently relocated to the USA where she is looking forward to being able to actively pursue her outdoor and research interests in the Rocky Mountain West.
Primary research interests center around sustainable tourism development. These include the sustainability of ski area management and development, with particular interest in the complexities of tourism-community and other stakeholder relationships within mountain resort communities. Other research interests pertaining to sustainable tourism include the sustainability of backpacker tourism, and the potential for overlap between backpacker and volunteer tourism.