When was the last time you went to Revere?
If you asked a team of undergraduate students from the School of Hospitality Administration, they’d tell you now is the perfect time to take a trip to the North Shore city.
For their Advanced Hospitality Strategic Marketing course, a Boston University HUB course, Micaela Yee (SHA’23), Ethan Phillips (SHA’23), Justin Park (SHA’23), Arielle Hammer (CAS’23, SHA’23), and Anthony Forziati (SHA’23) were charged with creating a marketing plan for Revere to increase tourism. The plan’s theme? “Rediscover Revere.”
“Like Paul Revere, we have a mission,” Park joked during the team’s presentation to representatives from the city. “While his was to keep the Brits out of the city, ours is to welcome everybody, including the Brits.”
The city of Revere was just one of five real-world clients Leora Lanz (COM’87), a SHA associate professor and assistant dean, assembled for this semester’s class. In addition to Revere, student teams created marketing campaigns for the Langham, a downtown Boston hotel, the Verb Hotel in the Fenway, the Koji Club sake bar in Brighton, and the Punch Bowl, a restaurant in the Hilton Garden Inn in Brookline.
The goal of the course, which Lanz brought to fruition in 2015, is for students to apply the marketing principles they’ve learned in class to the real world. The clients come from Lanz’s personal network, connections acquired through decades of working in hospitality and marketing. Throughout the semester, students take a deep dive into concepts like developing brand identities, SWOT (strengths, weaknesses, opportunities, threats) analyses , and business writing, all of which they use in real time for their team projects. Because the class is a HUB writing course, students must also turn in multiple analysis papers throughout the semester.
“The class is really designed as an experience,” Lanz says. “We operate as if we are a…
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