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Heritage Marketing Executive Education Seminar
2018 Awards of Excellence
2017 Historic Hotels Annual Conference Highlights
2018 Host Committee
2018 Historic Hotels Annual Conference
This one-day executive education seminar has been developed especially for Historic Hotels of America and Historic Hotels Worldwide. Participants will receive a formal certificate awarded jointly by the Brand Heritage Institute and Historic Hotels of America. This seminar is an optional supplement to the Historic Hotels annual conference. It will occur immediately prior to the conference on Tuesday, October 30 from 8:00am to 4:00pm. Seminar participants must register in advance and arrive on the evening of Monday, October 29.
The accelerated and intensive course features six hours of lecture and discussion about the theory and practice of heritage marketing at a strategic level. You will leave with a better sense of how, when, and why heritage marketing works. You will also gain new insight about how to implement effective heritage marketing programs that attract, retain, and inspire guests. The curriculum goes beyond routine marketing tactics to examine the practical application of recent academic research into marketing for historic brands in a variety of industries.
The concepts are applicable to any type of historic hotel, from global chains to local independent properties. The course is designed for a mixed audience of hotel owners, hotel asset managers, executives of hotel brands, leaders at the property level, and marketing managers. It includes learning points for both experienced marketing professionals and those who recently started marketing careers.
The seminar will answer the following questions:
This seminar will be taught personally and entirely by Bradford Hudson. He is President of the Brand Heritage Institute, an independent non-profit organization devoted to heritage marketing and business history. He is also Associate Professor of the Practice of Marketing in the Carroll School of Management at Boston College, and former Associate Professor of the Practice of Marketing in the School of Hospitality Administration at Boston University. He holds a Ph.D. in Business History from Boston University, a master’s degree in services marketing from the Cornell Hotel School, and a certificate in strategy from Harvard Business School. Professor Hudson has been recognized in the Journal of Brand Management as the leading academic expert on brand heritage in the United States. He is the recipient of multiple honors including a Fulbright fellowship to Canada (where he conducted research about the historic château hotels operated by Fairmont) and a Certificate of Excellence from Emerald Management Reviews for the practical implications of his academic publications. He is listed regularly among the ‘star teachers’ in the business school at Boston College, and he was previously nominated for the university-wide teaching award at Boston University.
Admission to this program is restricted to owners or employees of hotels that are affiliated with Historic Hotels of America and Historic Hotels Worldwide. All seminar participants must also be registered separately for the Historic Hotels conference. Additional fees apply.
Capacity is limited to 30 participants, so please register early if you want to ensure your place in the course.
Please note this is a non-credit course that is considered a professional development or corporate training program. Participation will not transfer credits to any internal or external degree programs.
Cost per attendee is $750 - paid before July 15, 2018.
All seminar participants must also be registered separately for the Historic Hotels conference. To receive the early price, you must register for both the Historic Hotels conference and this seminar prior to July 1. Your fee includes tuition for the seminar, breakfast, lunch, and two snack breaks. It does not include registration for the Historic Hotels conference, your hotel room during the seminar, other meals related to your early arrival, or your travel. You must separately arrange your own hotel reservations for the night of October 29 and the conference thereafter.
Enrollment capacity is limited to 30 participants, so please register early if you want to ensure your place in the course. We hope to see you there!