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Casinos: The Business of Marketing (online)

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This course on casino marketing links the gaming industry and the business environment. Students will study the basic theory of marketing and its business application in the casino environment. Particular attention will be paid to discussing fundamental marketing theories and the application of this information and knowledge to the casino industry.

While the gambling business has many similarities with mainstream business, there are some differences. The importance of strategic planning, consumer and organizational buyers, segmentation, target marketing and assessing the environment that surrounds and impacts the casino will be examined. The course also will examine the historical impacts of the gambling business on present-day marketing and promotion.

Weekly online discussions reflect industry-wide operational concerns and provide an authentic basis for problem solving and decision making. Additional articles assist to present Canadian, American and international perspectives on marketing in the gaming industry. A case study approach of casino marketing examples will form the foundation of the weekly discussions.

A final assignment will allow students to develop customized responses to a casino case study that can reflect the special nature of the environment in which they operate professionally and/or reside. This course is designed for entry-level managers and those aspiring to be in gaming management positions.

Course Objectives:
 
  • Review the external and internal forces that affect a typical casino
  • Recognize the function and purpose of strategic planning in the casino business environment
  • Discuss consumer behaviour theory and its relationship to casino marketing
  • Explain the place of conventions, meetings and entertainment in casino marketing
  • Explain the concepts of segmentation and positioning, and the relationship to casino marketing
  • Discuss the importance of revenue management to casino marketing
  • Recognize the importance of promotions to casino marketing
Earn 15 hours toward a 90-hour Gaming Management certificate.
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Class Details

28 Session(s)
Online 24/7

Location
NA - Online

Instructor
Dayna Hinkel 

 

Notice

Please read:  This is an online class. Please be aware there is a required book for this course. You must purchase the textbook separately; it is not included in the course fee. The book is: Marketing for Hospitality and Tourism (7th Edition) (2016). Philip T. Kotler (Author), John T. Bowen (Author), James Makens Ph.D. (Author), Seyhmus Baloglu (Author) Please note: The book may take up to two weeks to arrive. We offer a discount of 10% for two or more participants from one organization. Please call (800) 233-8928 or (775) 784-4046 to receive the discount.

Tuition: 

$920.00

Registration Closes On
Saturday, August 2, 2025 @ 12:00 AM

Schedule Information

Date(s) Class Days Times Location Instructor(s) Instructional Method
8/3/2025 - 8/30/2025 Online 24/7 12:00 AM - 12:00 AM N/A - Online Dayna Hinkel  Online

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