Об этом курсе: The biggest challenge facing the hospitality industry over the next 5 years is the lack of integration between the key commercial disciplines of sales, revenue, distribution and finance and the negative impact this will continue to have on delivering asset value and maximum profitability. This course, spread over 4 key modules: Asset Management Demand Generation Digital Marketing Demand Optimisation aims to break down these commercial silos and reveal the journey from long-term asset development through to short-term profit tactics and how commercial teams can align themselves throughout the organisation. Created by SnapShot, this course is hosted by a group of experienced Industry guest lecturers in their fields of expertise and includes an ideal mix of accessible theory and practical exercises and simulations. SnapShot is a Hotel Demand Management company that specializes in helping hotels aggregate and use their data. We provide useful tools as well as innovative education and coaching services to empower hotels to take informed decisions in managing their demand to increase profits.
Автор: Школа бизнеса ESSEC
Преподаватели: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Преподаватели: Alex Slors, Independent Hotel Asset Manager & Development Consultant
Asset Management
Преподаватели: David Turnbull, Co-Founder and CCO
SnapShot
Преподаватели: Brendan May, COO Livabout
Преподаватели: Martin Soler, Independent Marketing Consultant
Преподаватели: Lennert De Jong, Commercial Director
Citizen Hotels
| Основные сведения | Course 3 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization |
| Выполнение | 4 weeks, 4 - 5 hours per week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
Asset Management
After a short introduction and definition of asset management, this module will explore the relationship between what we call the "Asset management triangle" actors. We will then walk through the different milestones of a hotel project, from start to finish, from initial plan to exit.
13 видео, 2 материалов для самостоятельного изучения, 3 practice quizzes
- Видео: Welcome back!
- Видео: Introduction
- Reading: Mooc Glossary
- Видео: Introduction
- Видео: The Asset Management Triangle
- Practice Quiz: Practice Lesson 1
- Видео: Development and Planning
- Видео: Types of Management
- Видео: Construction and (Pre)opening
- Practice Quiz: Practice Lesson 2
- Видео: Operation and Asset Management
- Видео: Asset Cycle
- Видео: Valuation
- Видео: Exit Strategy
- Practice Quiz: Practice Lesson 3
- Видео: Conclusion
- Reading: Complementary Readings
- Видео: Q&A
Оцениваемый: Module 1 Assessment
НЕДЕЛЯ 2
Demand Generation
In this module, you will understand what demand generation means, and explore the key factors that ensure that you can achieve your goals in terms of the hotel's positioning in the market place, the profitability of the operation and its long term valuation.
11 видео, 1 материал для самостоятельного изучения, 3 practice quizzes
- Видео: Introduction
- Видео: Product Offering
- Видео: Price Value Theory
- Видео: Segmentation
- Practice Quiz: Practice Lesson 1
- Видео: Creating a Pricing Strategy
- Видео: Pricing by Segment
- Practice Quiz: Practice Quiz Lesson 2
- Видео: Business Mix
- Видео: Technology and Distribution
- Видео: Cost of Distribution and Acquisition
- Practice Quiz: Practice Lesson 3
- Видео: Conclusion
- Reading: Complementary Readings
- Видео: Q&A
Оцениваемый: Module 2. Assessment
Оцениваемый: Understanding the impact of experiential marketing
НЕДЕЛЯ 3
Online Marketing
Marketing is about making something known, desired and bought by the right public. While this hasn't changed, the means to achieve it has changed exponentially over the last two decades. As the customer searches for and finds your hotel, you will have to deal with the costs of distribution and how to sell through the most profitable channels to keep a healthy bottom line, while ensuring adequate visibility and top line.
11 видео, 1 материал для самостоятельного изучения, 3 practice quizzes
- Видео: Introduction
- Видео: The customer journey
- Видео: Make the hotel stand out
- Practice Quiz: Practice Lesson 1
- Видео: Capture the visitors on your website
- Видео: Emotion
- Видео: Navigation and Reviews
- Видео: Third party and intermediary optimization: OTAs
- Видео: Third party and intermediary optimization: other channels of distribution
- Practice Quiz: Practice Lesson 2
- Видео: The Net Contribution Approach
- Видео: Advertising Attribution Model
- Practice Quiz: Practice Lesson 3
- Reading: Complementary Readings
- Видео: Q&A
Оцениваемый: Module 3. Assessment
НЕДЕЛЯ 4
Revenue Management
In this module, we will look at what problems Revenue Management was invented to help hotels and other similar business overcome. Then we will go through each of the critical six steps of the Revenue Management Cycle answering such questions along the way as: Where do I get the data I need from? What do I do with the data once I have it? How can I predict what is going to happen in the future? What kind of forecasting method can I use? What decisions do I need to make to get the most revenue and profit?
14 видео, 1 материал для самостоятельного изучения
- Видео: Introduction
- Видео: Why is Revenue Management Important?
- Видео: Revenue Management Bingo
- Видео: Demand Optimization
- Видео: Data Collection and Aggregation
- Видео: Analysis I: Benchmarking
- Видео: Analysis II: Booking Curves
- Видео: Analysis: Forecasting
- Видео: Decisions
- Видео: Profit Decision Making
- Видео: Conclusion
- Reading: Complementary Readings
- Видео: Q&A
- Видео: Conclusion
- Видео: Wrap-Up
Оцениваемый: Module 4. Assessment
Оцениваемый: Creating a hotel forecast
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Авторы
Школа бизнеса ESSEC
For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all.
Стоимость
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Рейтинги и отзывы
Great course!
Learnt so much, much more than I expected!
rEALLY HELPFUL AND PRACTICAL!
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
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Great lessons and only thing is questions in review should be explanation for being wrong or right