Этот курс входит в специализацию ''Специализация Hotel Management: Distribution, Revenue and Demand Management'
Demand management: Breaking down today’s commercial silos
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Об этом курсе
4.7
Оценки: 162
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.
Приобретаемые навыки
Revenue ManagementForecastingDemand ManagementAsset Management
Программа курса: что вы изучите
1
Раздел
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 (всего 64 мин.), 2 материалов для самостоятельного изучения, 4 тестов
13 видео
Welcome back!5мин
Introduction7мин
Introduction2мин
The Asset Management Triangle4мин
Development and Planning5мин
Types of Management8мин
Construction and (Pre)opening4мин
Operation and Asset Management3мин
Asset Cycle5мин
Valuation6мин
Exit Strategy3мин
Conclusion3мин
Q&A3мин
2 материала для самостоятельного изучения
Mooc Glossary10мин
Complementary Readings10мин
4 практического упражнения
Practice Lesson 16мин
Practice Lesson 210мин
Practice Lesson 312мин
Module 1 Assessment20мин
2
Раздел
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 (всего 74 мин.), 1 материал для самостоятельного изучения, 5 тестов
11 видео
Introduction5мин
Product Offering6мин
Price Value Theory9мин
Segmentation10мин
Creating a Pricing Strategy7мин
Pricing by Segment7мин
Business Mix7мин
Technology and Distribution7мин
Cost of Distribution and Acquisition6мин
Conclusion2мин
Q&A4мин
1 материал для самостоятельного изучения
Complementary Readings10мин
4 практического упражнения
Practice Lesson 112мин
Practice Quiz Lesson 210мин
Practice Lesson 36мин
Module 2. Assessment20мин
3
Раздел
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 (всего 58 мин.), 1 материал для самостоятельного изучения, 4 тестов
11 видео
Introduction2мин
The customer journey6мин
Make the hotel stand out5мин
Capture the visitors on your website6мин
Emotion3мин
Navigation and Reviews7мин
Third party and intermediary optimization: OTAs9мин
Third party and intermediary optimization: other channels of distribution3мин
The Net Contribution Approach6мин
Advertising Attribution Model3мин
Q&A3мин
1 материал для самостоятельного изучения
Complementary Readings10мин
4 практического упражнения
Practice Lesson 110мин
Practice Lesson 216мин
Practice Lesson 38мин
Module 3. Assessment20мин
4
Раздел
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 (всего 73 мин.), 1 материал для самостоятельного изучения, 2 тестов
14 видео
Introduction3мин
Why is Revenue Management Important?8мин
Revenue Management Bingo7мин
Demand Optimization4мин
Data Collection and Aggregation8мин
Analysis I: Benchmarking8мин
Analysis II: Booking Curves2мин
Analysis: Forecasting7мин
Decisions8мин
Profit Decision Making4мин
Conclusion1мин
Q&A3мин
Conclusion2мин
Wrap-Up2мин
1 материал для самостоятельного изучения
Complementary Readings10мин
1 практическое упражнение
Module 4. Assessment20мин
4.7
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83%
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Лучшие рецензии
автор: CR•Dec 16th 2015
Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!
Преподавателя
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
Alex Slors
Independent Hotel Asset Manager & Development ConsultantAsset Management
David Turnbull
Co-Founder and CCOSnapShot
Brendan May
COO Livabout
Martin Soler
Independent Marketing Consultant
Lennert De Jong
Commercial DirectorCitizen Hotels
О ESSEC Business School
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.
О специализации ''Hotel Management: Distribution, Revenue and Demand Management'
Market hospitality services, manage demand, and optimize revenue.
This Specialization covers the basics of hotel demand management, distribution, and revenue management. You’ll learn how e-commerce intermediaries such as online travel agencies are impacting the already-complex hospitality sector, and you’ll explore tools and techniques that will help you effectively market hospitality services and maximize business revenue in this new global industry landscape. In the final Capstone Project, you’ll evaluate the importance of hotel branding in business success through a hands-on, real-world case study. During the sessions, you will hear from senior hotel industry executives commenting on distribution, revenue and demand management issues. We will also interview two leading Online Travel Agents on how to maximise online business for your property, and have partnered with Duetto and SnapShot, two leading hospitality industry companies, to gain access to cutting edge knowledge, thus insuring that the competencies that you gain will make you operational immediately as well as bang up to date on industry trends.
Часто задаваемые вопросы
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. 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.
What is the refund policy?
Is financial aid available?
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