With a fixed capacity, a highly disposable product and high fixed costs, hotels are a natural candidate for the application of revenue management. Originally developed by the airlines in the 1970s, these analytics-based techniques help predict consumer behavior at the hotel’s market level so that the hotel can sell each room each night at the optimum price.
Этот курс входит в специализацию ''Специализация Hotel Management: Distribution, Revenue and Demand Management'
The Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy
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Приобретаемые навыки
PricingRevenue ManagementForecastingSegmentation Analysis
Карьерные результаты учащихся
27%
начал новую карьеру, пройдя эти курсы
41%
получил значимые преимущества в карьере благодаря этому курсу
14%
стал больше зарабатывать или получил повышение
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Курс 2 из 4 в программе
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Прибл. 12 часа на выполнение
Английский
Субтитры: Английский
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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.
Программа курса: что вы изучите
2 ч. на завершение
Getting Started with Revenue Management
Welcome! In this first module, you will understand what revenue management is, why it’s important, simple steps to get started, how revenue management can increase profit through booking curve management and how effective yielding can improve a hotel’s profits. Moving forward, we’ll share best practices and better prepare you for today’s complex digital age.
2 ч. на завершение
11 видео ((всего 52 мин.)), 4 материалов для самостоятельного изучения, 3 тестов
11 видео
Welcome back!3мин
Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy3мин
EDC and the importance of Revenue Management2мин
History of Revenue Management4мин
Shift in consumer behavior6мин
Overview of Revenue Management3мин
Introduction to Segmentation5мин
Introduction to Forecasting and Budgeting5мин
Introduction to Pricing6мин
How Revenue Management can increase Bottom line6мин
Effective Yielding5мин
4 материала для самостоятельного изучения
Complementary Readings10мин
Complementary Reading10мин
Complementary Readings10мин
Complementary Readings10мин
3 практического упражнения
Practice Lesson 120мин
Practice Lesson 220мин
Practice Lesson 310мин
2 ч. на завершение
Introduction to Segmentation
In this second module we will discuss segmentation 101, four things to consider while determining segmentation, as well as our best practices in regards to working with properties who need to go through a re-segmentation exercise, and presenting you with some key takeaways.
2 ч. на завершение
9 видео ((всего 57 мин.)), 2 материалов для самостоятельного изучения, 2 тестов
9 видео
What is Segmentation?6мин
Evolution in Segmentation17мин
Evolution in Segmentation26мин
Types of Segmentation6мин
Strategic Segmentation11мин
Considerations of Determining Segmentation8мин
Re-segmentation Process5мин
Industry Best Practices2мин
2 материала для самостоятельного изучения
Complementary Reading10мин
Complementary Readings10мин
2 практического упражнения
Practice Lesson 116мин
Practice lesson 220мин
2 ч. на завершение
Introduction to Forecasting & Budgeting
In this third module, you will have an overview of forecasting and its basic terminology, explore forecasting goals, trends and tools, and understand how to link forecasting and budgeting together.
2 ч. на завершение
11 видео ((всего 55 мин.)), 3 материалов для самостоятельного изучения, 3 тестов
11 видео
Basic terminology8мин
What is Forecasting?3мин
Why Forecast?4мин
Start with Reservation and Market Data5мин
Competitor Pricing & Online Review Data5мин
Air Traffic and Weather Data4мин
Revenue System vs Excel4мин
Evaluating Forecast accuracy5мин
Budgeting3мин
Best Practices3мин
3 материала для самостоятельного изучения
Complementary Readings and Videos10мин
Complementary Readings and Videos10мин
Complementary Readings and Videos10мин
3 практического упражнения
Practice lesson 118мин
Practice lesson 216мин
Practice lesson 316мин
3 ч. на завершение
Introduction to Pricing
This last module should help tie together concepts from the previous three modules to give you a practical understanding of the fundamentals of revenue management. You will understand why pricing is important, the difference between common pricing strategies, and what are the 7 most common pricing mistakes. After that we will revisit the topic of Big Data, automated systems, and system connectivity as it and discuss best practices for pricing.
3 ч. на завершение
7 видео ((всего 54 мин.)), 3 материалов для самостоятельного изучения, 3 тестов
7 видео
Hotel Pricing Strategies9мин
How to increase Rates6мин
Seven most common Pricing mistakes5мин
BAR vs Open Pricing11мин
Revenue Strategy: key to optimizing profit9мин
Conclusion2мин
3 материала для самостоятельного изучения
Complementary Readings and Videos10мин
Complementary Readings and Videos10мин
If you want to go further...10мин
3 практического упражнения
Practice lesson 122мин
Practice lesson 216мин
Final Exam30мин
Рецензии
Лучшие отзывы о курсе THE FUNDAMENTALS OF REVENUE MANAGEMENT: THE CORNERSTONE OF REVENUE STRATEGY
от партнера YZJul 31, 2017
very useful and rich with it content , the complimentary reading is awesome and indeed needed\n\nthe final exam is a bit hard , i do recommend it for people who are seeking knowledge in RM
от партнера ESNov 25, 2017
I value specifically the repetition of concepts across videos and readings - it meant it really solidified the learning and knowledge so that I now can confidently apply it.
от партнера PGNov 14, 2019
This is a good course for someone (like myself) to take if they do not have a revenue management background. I wish I could've taken this when I first got here in January!
от партнера WAJan 23, 2020
Very good. Just a few minor draw backs, most of the online complimentary links for reading and videos are not working or require you to sign in to a third party account.
от партнера TPJul 7, 2019
It has been a great learning experience. Learnt a lot of new things. Thank you Coursera, Essec Business School and Duetto for guiding me.\n\nHave a wonderful day ahead!
от партнера JTAug 1, 2019
I'd like more practice questions throughout the coursing understanding when it makes sense to Yield or lower rates. The final quiz was complicated to understand.
от партнера TMMar 22, 2018
Being new to the Hospitality industry and revenue management, I learned a lot of new concepts. It is a very good course without lengthy assignments.
от партнера MVAug 20, 2017
I learned so much in this course, and I love I have places to go to find more resources and literature about subjects that interest me.
от партнера GBDec 4, 2015
Last lessons were a bit repetetives. I suggest to introduce more real case studies or revenue strategy building process simulation.
от партнера LLNov 7, 2019
This course provided fundamental information about revenue management. It was very helpful! And I can relate to my job at a hotel.
от партнера JSNov 18, 2016
Excellent course. Very interesting, and well taught. Good supplemental graphics. I wish all courses were like ESSEC's courses.
от партнера JCJun 8, 2017
Good for fundamental level.\n\nBut the exam is a bit difficult as there was no similar examples in the course.
от партнера ANJan 2, 2019
Good course from qualified facilitators. Would have been better if the course wasn't centred on just hotels
от партнера JDMay 19, 2019
I've been in hotel business for over 10 years and this course reawakened me and extended my understanding.
от партнера ISJan 28, 2017
Excellent course that introduces you into the world of Revenue management! I suggest it to any beginner!
от партнера SKMay 11, 2018
A n informative course however many of the links within the complimentary readings are not working.
от партнера MSJan 22, 2020
This course gives the proper knowledge of Revenue. We can feel what mean of Revenue Management is.
от партнера VTApr 9, 2019
Its a great learning platform who is keen in excelling their learning in today's mechanical life
от партнера SZNov 25, 2015
You can get to know about basic points about RM, like user segments, forecasting and pricing.
от партнера YTJan 20, 2018
Only Thing I have to suggest is no explanation or showing right answer for exam result. Why?
Специализация Hotel Management: Distribution, Revenue and Demand Management: общие сведения
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.
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