Hospitality Marketing

Marketing within the hotel and tourism industry presents novel challenges, as marketers are tasked with selling services and memories rather than goods. You will learn how to apply marketing knowledge with best practices for building client loyalty.

Purchase Course

Learner Career Outcomes

Our reputation goes with it!

5,735 students already enrolled

92%

Got a tangible career benefit from this course.
89%

Got a job, pay increase, or promotion.
88%

Started a new career after completing this specialization.

Enroll today to save money and grow more

This Hospitality Marketing course will help you earn a certificate from a US-Canadian recognized college with a certificate and transcript.

Study now, Pay later

Hear from our students about this course

Totally worth it!

UPI Study

I was a first-year student in college with a computer science major. I had no idea how to code or cope up with my classes before I took this course. Totally worth it! To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood. I would highly recommend taking this course if you want to be introduced to [programming and start building cool projects!

Read Less

Took this course, made a few projects, got an offer from Microsoft today! Yayyy!!

Brooke Grey

I recently graduated from the University of Philadelphia with a major in Finance. However, I have always wanted to do something in computer science but had no coding experience. I took this class two months ago, in May 2021, and completed the course. I did projects to enhance my skills and used UPI's "Connect with Professionals" program to see if I could now make a career into it! I recently applied to a few jobs and got my offer letter as a junior software developer in Microsoft today! I want to thank UPI, professors, and others for helping me learn and grow. I would definitely recommend this course for beginners :)

Read Less

FAQ

What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Will I receive a transcript from a college for completing this course?

Yes. Completion of a UPI course does earn you academic credit from colleges; therefore, colleges is able to provide you with a university transcript. Also, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you see the free preview option: The course may offer 'Some Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get an idea about the course.

Course curriculum

1. Introduction
1. What is Marketing?
2. The Four P's
3. Official Definition of Marketing
4. Exchange
5. Quiz 1.1
1. Marketing a Hotel
2. Marketing in Hospitality
3. Marketing Strategies
4. Lesson Summary
5. Quiz 1.2
1. Looking at the Hospitality Industry
2. Accommodations & Services
3. Tourism & Travel
4. Food & Beverage
5. Lesson Summary
6. Quiz 1.3
1. Hospitality
2. What Is the Hospitality Industry?
3. Hospitality Sectors
4. Lesson Summary
5. Quiz 1.4
1. Service as a Product Definition
2. The Five Best Practices
3. Lesson Summary
4. Quiz 1.5
1. Services
2. Marketing Services
3. Product Strategy for Services
4. Place Strategy for Services
5. Promotion Strategy for Services
6. Price Strategy for Services
7. Lesson Summary
8. Quiz 1.6
1. A Pizza Shop
2. Marketing vs. Marketing Concepts
3. Types of Marketing Concepts
4. Lesson Summary
5. Quiz 1.7
1. Introduction
1. Changes in the Hospitality Industry
2. Increase in Mobile Technology
3. More Competition
4. Changes in Travelers
5. Lesson Summary
6. Quiz 2.1
1. International Travel & Tourism
2. Hospitality Industry Growth
3. Challenges
4. Lesson Summary
5. Quiz 2.2
1. Top Trends List
2. Hospitality and Tourism Impact
3. Lesson Summary
4. Quiz 2.3
1. New Foods
2. New Times
3. New Drinks
4. New Marketing
5. Lesson Summary
6. Quiz 2.4
1. What Are Quick Service Restaurants?
2. Analyzing Quick Service Threats
3. Quick Service Trends
4. Lesson Summary
5. Quiz 2.5
1. Limited Service Restaurant Industry
2. What Is Limited Service?
3. Limited Service Analysis
4. Limited Service Trends
5. Lesson Summary
6. Quiz 2.6
1. Restaurant Delivery: History
2. Trends in Technology
3. Changing Customer Base
4. Lesson Summary
5. Quiz 2.7
1. Introduction
1. Marketing Research
2. Identifying and Formulating the Problem
3. Research Design & Gathering Primary Data
4. Collecting & Analyzing the Data
5. Preparing & Presenting the Report
6. Following Up
7. Lesson Summary
8. Quiz 3.1
1. Marketing Information System Defined
2. Benefits
3. Examples
4. Choosing an MkIS
5. Lesson Summary
6. Quiz 3.2
1. MIS Applications
2. Financial MIS
3. Marketing MIS
4. Manufacturing MIS
5. Human Resources MIS
6. Lesson Summary
7. Quiz 3.3
1. Designing Market Research Studies
2. Exploratory Research
3. Descriptive Research
4. Causal
5. Lesson Summary
6. Quiz 3.4
1. The Role of Market Research
2. Examples of Research Studies
3. Impact of Research Studies
4. Lesson Summary
5. Quiz 3.5
1. Market Research
2. Quantitative Research
3. Qualitative Research
4. How They Work Together
5. Lesson Summary
6. Quiz 3.6
1. Defining Primary Data in Market Research
2. Sources of Primary Data
3. Collection of Primary Data
4. Lesson Summary
5. Quiz 3.7
1. Definition
2. Sources of Secondary Data
3. Collecting Secondary Data
4. Lesson Summary
5. Quiz 3.8
1. Sampling Methods
2. What Is Quota Sampling?
3. Quota Sampling Method
4. Advantages and Disadvantages
5. Lesson Summary
6. Quiz 3.9
1. What Is Ethnography?
2. Application to Marketing
3. Marketing Methods
4. Lesson Summary
5. Quiz 3.10
1. What Is Observational Research?
2. When to Use Observational Research
3. Observational Research Methods
4. Observational Research Techniques
5. Lesson Summary
6. Quiz 3.11
1. Market Research Surveys
2. Types of Surveys
3. Types of Questions
4. Evaluating A Survey
5. Lesson Summary
6. Quiz 3.12
1. Legitimate Concerns
2. Ethical Issues in Market Research
3. Codes and Standards
4. Lesson Summary
5. Quiz 3.13
1. Sources of Error in Market Research Data
2. Interview the Right Customers/Audience
3. Ask the Right Questions & Be Consistent
4. Ensure Specific Responses
5. Ensure the Right Sample Size
6. Lesson Summary
7. Quiz 3.14
1. Using Research Effectively
2. Analyzing
3. Applying
4. Drawing Conclusions
5. Lesson Summary
6. Quiz 3.15
1. Introduction
1. What is Consumer Behavior in Marketing?
2. The Three Factors
3. Consumer Behavior Models
4. How It's Studied
5. Importance in Marketing
6. Lesson Summary
7. Quiz 4.1
1. External Influences and Buying Decisions
2. Culture and Values
3. Social Class
4. Reference Groups and Opinion Leaders
5. Lesson Summary
6. Quiz 4.2
1. Consumer Behavior
2. Consumer Decision-Making Process
3. Need Recognition
4. Information Search
5. Evaluation of Alternatives and Purchase
6. Post-Purchase Behavior
7. Lesson Summary
8. Quiz 4.3
1. Tempting the Consumer
2. Awareness
3. Introduction
4. Evaluation
5. Testing and Adoption
6. Lesson Summary
7. Quiz 4.4
1. Definition of Consumer Behavior
2. The Psychological Factors
3. Lesson Summary
4. Quiz 4.5
1. Associations and Consumer Psychology
2. Learning and Consumer Behavior
3. Memory
4. Building Brand Associations
5. Conditioning
6. Lesson Summary
7. Quiz 4.6
1. What Is a Brand?
2. Brand Familiarity and Confidence
3. Purchase Involvement
4. Brand Familiarity
5. Lesson Summary
6. Quiz 4.7
1. Post-Purchase Feelings and Behavior
2. Cognitive Dissonance
3. High-Involvement Purchases
4. Post-Purchase Dissonance
5. Avoiding Post-Purchase Dissonance
6. Dissonance and Marketing Strategy
7. Lesson Summary
8. Quiz 4.8
1. Predicting Consumer Behavior
2. What Is Consumer Behavior?
3. Marketing Strategy and the Four Ps
4. Lesson Summary
5. Quiz 4.9
1. Introduction
1. Three Major Markets
2. Accommodations
3. Food and Beverage
4. Travel and Tourism
5. Lesson Summary
6. Quiz 5.1
1. Market Segmentation
2. Purpose and Concept of Market Segmentation
3. Importance of Market Segmentation
4. Criteria for Successful Segmentation
5. Lesson Summary
6. Quiz 5.2
1. Ways to Segment Consumer Markets
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
5. Behavioral Segmentation
6. Lesson Summary
7. Quiz 5.3
1. Business Markets
2. Four Broad Business Market Segments
3. Segmenting by Company Characteristics
4. Segmenting by Buying Processes
5. Lesson Summary
6. Quiz 5.4
1. What Is a Brand?
2. Where Branding Starts
3. What Builds Brand Equity
4. Lesson Summary
5. Quiz 5.5
1. Definition of Brand Loyalty
2. Examples
3. Lesson Summary
4. Quiz 5.6
1. What Is a Brand Extension?
2. Brand Extension Strategies
3. Examples of Brand Extension Failures
4. Examples of Brand Extension Successes
5. Lesson Summary
6. Quiz 5.7
1. Definition of a Brand Strategy
2. The Coca-Cola Example
3. Common Components of a Brand Strategy
4. Who's in Charge of a Brand Strategy?
5. Lesson Summary
6. Quiz 5.8
1. The Power of a Brand
2. Branding in Hospitality and Tourism
3. Examples of Branding
4. Lesson Summary
5. Quiz 5.9
1. Car Shopping
2. Product Positioning
3. Product Differentiation
4. Perceptual Mapping
5. Repositioning
6. Lesson Summary
7. Quiz 5.10
1. What Is Positioning Strategy?
2. Positioning Strategy Example
3. Brand Positioning Strategy
4. Market Positioning Strategy
5. Product Positioning Strategies
6. Restricted Distribution Positioning Strategy
7. Comparing Positioning Strategies
8. Understanding Target Demographics
9. Lesson Summary
10. Quiz 5.11
1. Reaching Target Markets
2. Specialty Stores
3. Department Stores
4. Discount Stores
5. Electronic Retailers
6. Lesson Summary
7. Quiz 5.12
1. Target Marketing
2. Communication Tools
3. How to Target
4. Lesson Summary
5. Quiz 5.13
1. What Is Online Behavioral Targeting?
2. Online Behavioral Targeting Uses
3. Privacy & Security Issues
4. Lesson Summary
5. Quiz 5.14
1. Introduction
1. It Starts with a Consumer Need
2. New Product Development Process
3. Creating the New Product
4. Selling the New Product
5. Lesson Summary
6. Quiz 6.1
1. New Products
2. Categories of New Products
3. Lesson Summary
4. Quiz 6.2
1. The Consumer Adoption Process
2. The Five Stages of Adoption
3. How Marketers Use the Adoption Process
4. Lesson Summary
5. Quiz 6.3
1. Price Elasticity of Demand Defined
2. Inelastic and Elastic
3. Formula
4. Why Is It Important?
5. Lesson Summary
6. Quiz 6.4
1. Supply and Demand Background
2. Price Elasticity of Demand Defined
3. Price Elasticity of Demand Formula
4. Applying to Hospitality & Tourism
5. Lesson Summary
6. Quiz 6.5
1. Price and Pricing Strategies
2. Profit-Oriented Pricing Objectives
3. Sales-Oriented Pricing Objectives
4. Status Quo Pricing Objectives
5. Lesson Summary
6. Quiz 6.6
1. Definition of Pricing Strategy in Marketing
2. Types of Pricing
3. Lesson Summary
4. Quiz 6.7
1. Cheap or a Good Deal?
2. Pricing Strategy: Everyday Low Price
3. Pricing Strategy: High/Low Pricing
4. New Product Pricing Strategies
5. Lesson Summary
6. Quiz 6.8
1. What Is Brand Strength?
2. Three Aspects of Brand Strength
3. How Does Branding Affect Pricing?
4. Lesson Summary
5. Quiz 6.9
1. Introduction
1. What is a Marketing Channel?
2. Providing Specialization/Division of Labor
3. Overcoming Discrepancies
4. Lesson Summary
5. Quiz 7.1
1. What Is a Distribution Channel?
2. Direct vs. Indirect
3. Types of Distribution Channels
4. Lesson Summary
5. Quiz 7.2
1. Channel Intermediaries: Definition
2. Merchant Wholesaler
3. Agents and Brokers
4. Lesson Summary
5. Quiz 7.3
1. Channel Power
2. Channel Conflict
3. Horizontal Conflict
4. Vertical Conflict
5. Lesson Summary
1. One Message
2. New and Emerging Channels
3. Merging Traditional and New Channels
4. Lesson Summary
5. Quiz 7.5
1. Become a Mobile Marketer
2. How Does Internet Marketing Work?
3. Conversion Challenges in Mobile
4. Performance Challenges in Mobile
5. Valuable Mobile Tactics
6. Lesson Summary
7. Quiz 7.6
1. Marketing Channels of Distribution
2. How Do Marketing Channels Apply
3. Lesson Summary
4. Quiz 7.7
1. Introduction
1. Background on Marketing Strategy
2. Marketing in Action
3. Measuring the Impact
4. Lesson Summary
5. Quiz 8.1
1. Marketing in the Hospitality Industry
2. People
3. Process
4. Communication
5. Lesson Summary
6. Quiz 8.2
1. What Is Market Entry Strategy?
2. Strategies for Market Entry
3. Lesson Summary
4. Quiz 8.3
1. Marketing
2. Undifferentiated
3. Concentrated
4. Differentiated
5. Micro
6. Lesson Summary
7. Quiz 8.4
1. What is Niche Marketing?
2. Conceptual Framework
3. Example
4. Lesson Summary
5. Quiz 8.5
1. What is Relationship Marketing?
2. Strategies
3. Lesson Summary
4. Quiz 8.6
1. Global Marketing
2. Importance of Global Marketing: Opportunity
3. Benefits of Global Marketing
4. Fears of Global Marketing
5. Lesson Summary
6. Quiz 8.7
1. Internal vs. External Influences
2. Quality of Good
3. Practicality of Campaign
4. Corporate Objectives
5. Lesson Summary
6. Quiz 8.8
1. What Is a Marketing Strategy?
2. Social Influences
3. Legal Influences
4. Economical Influences
5. Political Influences
6. Technological Influences
7. Competitive Influences
8. Lesson Summary
9. Quiz 8.9
1. Introduction
1. Definition of Advertising
2. Common Advertising Media and Examples
3. Lesson Summary
4. Quiz 9.1
1. Function #1: Informing
2. Function #2: Influencing
3. Function #3: Increasing Salience
4. Function #4: Adding Value
5. Function #5: Other Efforts
6. Lesson Summary
7. Quiz 9.2
1. Appeals in Advertising
2. The Seven Appeals
3. Lesson Summary
4. Quiz 9.3
1. The Advertising Ninja Apprentice
2. Institutional Advertising
3. Product Advertising
4. Comparative Advertising
5. Competitive Advertising
6. Lesson Summary
7. Quiz 9.4
1. Media Campaigns
2. Types of Media
3. Evaluating Media
4. Lesson Summary
5. Quiz 9.5
1. What Is Corporate Advertising?
2. Corporate Image Advertising
3. Corporate Issue Advertising
4. Lesson Summary
5. Quiz 9.6
1. What Is an Advertising Message?
2. Advertising Messages in Hospitality
3. Steps to Creating a Message
4. Lesson Summary
5. Quiz 9.7
1. What Is an Advertising Plan?
2. Developing an Advertising Plan
3. Types of Advertising Plans
4. Lesson Summary
5. Quiz 9.8
1. The Importance of Advertising
2. The Percentage Method
3. Objective & Task Method
4. Competitive Parity
5. Lesson Summary
6. Quiz 9.9
1. What is Advertising Puffery?
2. Examples of Advertising Puffery
3. Lesson Summary
4. Quiz 9.10
1. Introduction
1. Public Relations and Advertising
2. Public Relations Goals and Functions
3. Example of Public Relations
4. Lesson Summary
5. Quiz 10.1
1. Public Relations
2. Publicity
3. Public Relation Tools
4. Lesson Summary
5. Quiz 10.2
1. Public Relations
2. PR Plan Steps
3. Lesson Summary
4. Quiz 10.3
1. Traditional Media
2. The Pitch
3. Writing a Good Press Release
4. How to Use a Newswire
5. Lesson Summary
6. Quiz 10.4
1. What Are Press Relations?
2. Press Relations & Hospitality Industry
3. Press Communication Strategies
4. Lesson Summary
5. Quiz 10.5
1. What is Corporate Communication?
2. Hospitality & Tourism Communications
3. Communication Strategies
4. Lesson Summary
5. Quiz 10.6
1. What Is Corporate Social Responsibility?
2. CSR in the Hospitality Industry
3. The Benefits of CSR
4. Lesson Summary
5. Quiz 10.7
1. In a Crisis
2. Crisis Management: Best Practices
3. Making a Plan
4. Lesson Summary
5. Quiz 10.8
1. Introduction
1. Personal Selling
2. Benefits of Personal Selling
3. Personal Selling Steps
4. Generating Leads
5. Qualifying Leads
6. Approaching the Customer and Probing Needs
7. Developing and Proposing Solutions
8. Handling Objections
9. Closing the Sale
10. Following Up
11. Lesson Summary
12. Quiz 11.1
1. Basics of Relationship and Traditional Selling
2. Key Differences of Relationship and Traditional Selling
3. Lesson Summary
4. Quiz 11.2
1. Hospitality Sales Strategies
2. Steps to Successful Selling
3. Lesson Summary
4. Quiz 11.3
1. Introduction
1. What are Data?
2. Database Structure
3. Data vs. Information
4. Lesson Summary
5. Quiz 12.1
1. What Is Database Marketing?
2. Hospitality Data Utilization
3. Revenue Management
4. Lesson Summary
5. Quiz 12.2
1. Direct Marketing Definition
2. Direct Marketing Concepts
3. Direct Marketing Examples
4. Lesson Summary
5. Quiz 12.3
1. Online Marketing
2. Print vs. Online
3. Benefits of Online Marketing
4. Lesson Summary
5. Quiz 12.4
1. What Is Social Media Marketing?
2. Developing a Strategy: The 5 Steps
3. Lesson Summary
4. Quiz 12.5
1. Hospitality
2. Hospitality's Response
3. Database Marketing
4. Direct Marketing
5. Online Marketing
6. Lesson Summary
7. Quiz 12.6
1. FINAL EXAM

About this course

$49.00
599 lessons
0 hours of video content

92%

89%

88%

Ch 1 - Basics of Hospitality Marketing

Ch 1.1 - Introduction to Marketing: Definition and Applications

Ch 1.2 - Hospitality Industry Marketing: Importance & Strategies

Ch 1.3 - Sectors & Services of the Hospitality Industry

Ch 1.4 - Hospitality Industry: Products & Characteristics

Ch 1.5 - Service as a Product: Strategies & Best Practices

Ch 1.6 - Services Marketing: The Difference Between Services and Goods

Ch 1.7 - What is a Marketing Concept? - Definition & Examples

Ch 2 - Hospitality Industry Trends

Ch 2.1 - Hospitality Industry: Trends & Technology

Ch 2.2 - International Travel & Tourism: Impact on Growth in the Hospitality Industry

Ch 2.3 - Macro-Environment Trends in Hospitality & Tourism

Ch 2.4 - Food Service Industry: Trends & Analysis

Ch 2.5 - Quick Service Restaurant Industry: Trends & Analysis

Ch 2.6 - Limited Service Restaurant Industry: Analysis & Trends

Ch 2.7 -Trends in Restaurant Delivery Services

Ch 3 - Hospitality Marketing Research

Ch 3.1 - Marketing Research: Definition, Purpose and Role in Marketing Strategy

Ch 3.2 -What is a Marketing Information System? - Definition, Benefits & Example

Ch 3.3 - Applications of Management Information Systems (MIS): Financial, Marketing, Manufacturing & Human Resources

Ch 3.4 - How to Design Market Research Studies

Ch 3.5 - Market Research in Hospitality: Examples & Impact

Ch 3.6 - Quantitative vs. Qualitative Research in Marketing

Ch 3.7 - What Is Primary Data in Marketing Research? - Definition, Sources & Collection

Ch 3.8 - Secondary Data in Marketing Research: Definition, Sources & Collection

Ch 3.9 - Quota Sampling: Definition, Method & Examples

Ch 3.10 - What Is Ethnographic Research in Marketing? - Definition, Methods & Examples

Ch 3.11 - Observational Research in Marketing: Definition, Methods & Techniques

Ch 3.12 - How to Evaluate Survey Questions & Design

Ch 3.13 - Marketing Research Ethics: Collecting Consumer Information

Ch 3.14 - How to Identify Sources of Error in Marketing Research Data

Ch 3.15 - Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations

Ch 4 - Consumer Behavior in the Hospitality Industry

Ch 4.1 - What Is Consumer Behavior in Marketing? - Factors, Model & Definition

Ch 4.2 - Influences on Consumer Buying Decisions: Cultures, Values & More

Ch 4.3 - Understanding the Consumer Decision-Making Process: A Marketing Must

Ch 4.4 - Understanding the Consumer Adoption Process

Ch 4.5 - Consumer Behavior in the Hospitality Industry: Influences & Characteristics

Ch 4.6 - Consumer Psychology and the Purchase Process

Ch 4.7 - Brand Familiarity and the Purchase Process

Ch 4.8 - Cognitive Dissonance & Post-Purchase Process

Ch 4.9 - Consumer Behavior Theory and Marketing Strategy

Ch 5 - Hospitality Market Segmentation

Ch 5.1 - Markets in the Hospitality & Tourism Industries

Ch 5.2 - Market Segmentation: Why Market Segments Are Important to Marketers

Ch 5.3 - Market Segmentation: Geographic, Demographic, Psychographic & More

Ch 5.4 - How to Segment Business Markets Step-by-Step

Ch 5.5 - Branding and Brand Equity in Business Marketing

Ch 5.6 - What Is Brand Loyalty in Marketing? - Definition & Examples

Ch 5.7 - Brand Extension: Definition, Strategy, Failures & Examples

Ch 5.8 - What Is Brand Strategy? - Definition, Examples & Development

Ch 5.9 - Branding in Hospitality & Tourism: Traits & Examples

Ch 5.10 - Positioning and Differentiation in Consumer Marketing

Ch 5.11 - Positioning Strategy: Definition & Examples

Ch 5.12 - Retail Segments, Target Markets and Marketing Strategies

Ch 5.13 - Keeping Customers Interested Through Target Marketing

Ch 5.14 - Behavioral Targeting: Definition, Uses & Issues

Ch 6 - Pricing for the Hospitality Industry

Ch 6.1 - How to Develop and Market New Consumer Products

Ch 6.2 - Types of New Products: New Product Lines, Product Improvements & More

Ch 6.3 - How a New Product is Adopted by Consumers

Ch 6.4 - Price Elasticity of Demand: Definition, Formula & Example

Ch 6.5 - Price Elasticity of Demand in the Hospitality & Tourism Industry

Ch 6.6 - Pricing Objectives: How Firms Decide on a Pricing Strategy

Ch 6.7 - Pricing Strategy in Marketing: Definition, Types & Examples

CH 6.8 - Pricing Strategy and Consumer Perception

Ch 6.9 - Brand Strength & Pricing in Hospitality & Tourism

Ch 7 - Hospitality Marketing Channels

Ch 7.1 - Marketing Channel: Definition and Function in the Marketplace

Ch 7.2 - Distribution Channels in Marketing: Definition, Types & Examples

Ch 7.3 - Channel Intermediaries: Definition and Function in Business

Ch 7.4 - Channel Conflict: Horizontal & Vertical Conflict

Ch 7.5 - Emerging Integrated Marketing Communication Channels

Ch 7.6 - Using Mobile Channels in Effective Marketing

Ch 7.7 - Marketing Channels of Distribution in the Hospitality & Tourism Industry

Ch 8 - Hospitality Marketing Strategies

Ch 8.1 - What Is Marketing Strategy? - Examples & Objectives