Об этом курсе: In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jumpstart your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)
Автор: ESSEC Business School
Преподаватели: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Преподаватели: Nicolas Graf, Professeur
Management
| Основные сведения | Course 1 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization |
| Выполнение | 4 weeks, 2-4 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
Setting the scene
The hotel business has evolved from its early days to today. Through this evolution, it has become increasingly specialized. This module introduces the business models, strategies for growth, levels of competition and biggest changes and challenges hotels have to face today.
9 видео, 2 материала для самостоятельного изучения, 3 тренировочных теста
- Видео: Historical evolution
- Видео: The hotel business value chain
- 练习测验: Practice Lesson 1
- Видео: Franchise and Management agreements
- Видео: Growth and the value of branded hotel chains
- 练习测验: Practice Lesson 2
- Видео: Hotels as economic units
- Видео: Introduction to revenue management
- 练习测验: Practice Lesson 3
- Видео: Trends and challenges
- Видео: Wrap-up and conclusion
- 阅读: Complementary readings
- 阅读: Peer Review documents
Оцениваемый: Why distribution and revenue management are important for hotel profitability
НЕДЕЛЯ 2
A deep dive into hotel distribution
After a rapid introduction of key pieces of terminology and technology, this module will examine in details the components of online distribution today, and focus on how to make the most of an increasingly complex distribution system.
12 видео, 2 материала для самостоятельного изучения, 4 тренировочных теста
- Видео: The origins of hotel distribution
- Видео: The web revolution
- 练习测验: Practice Lesson 1
- Видео: Working with the OTAs
- Видео: OTA Business Model
- Видео: The brand.com site
- Видео: The forgotten majority: traditional channels
- 练习测验: Practice Lesson 2
- Видео: The distribution cost puzzle
- Видео: The true cost of brand.com
- Видео: The price parity paradox
- 练习测验: Practice Lesson 3
- Видео: Magnificent Meta-Search
- Видео: Disruption in the market place?
- 阅读: Complementary readings
- 练习测验: Practice Lesson 4
- 阅读: Peer Review Documents
Оцениваемый: Assessing whether a hotel should work with a 'new' OTA
НЕДЕЛЯ 3
Direct distribution: the key to hotel success
Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.
16 видео, 1 материал для самостоятельного изучения, 4 тренировочных теста
- 练习测验: Practice Lesson 1
- Видео: Deciding what you want
- Видео: Registering your domain name
- Видео: Content
- Видео: What is good hotel content?
- 练习测验: Practice Lesson 2
- Видео: Creating your web pages
- Видео: Selecting a good hosting solution
- 练习测验: Practice Lesson 3
- Видео: Introduction to online marketing
- Видео: Organic search engine marketing
- Видео: Paid search engine marketing
- Видео: Email Marketing
- Видео: Display Advertising
- Видео: Affiliate marketing
- Видео: Social Media Marketing
- 练习测验: Practice lesson 4
- Видео: Using Analytics for customer insight
- Видео: Wrap-up and conclusion
- 阅读: Complementary Readings
Оцениваемый: Which electronic marketing technique should I use to generate additional traffic in the short run?
НЕДЕЛЯ 4
How to manage your OTA
In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential.
16 видео, 2 материала для самостоятельного изучения, 2 тренировочных теста
- Видео: Why OTA's?
- Видео: Reach
- Видео: The Billboard Effect
- Видео: Pay-per-Performance
- Видео: Reactivity
- Видео: Market Information
- 练习测验: Practice Lesson 1
- Видео: Introduction
- Видео: Photos
- Видео: Content
- Видео: User Reviews
- Видео: Competitive Rates
- Видео: Manage Availability
- Видео: How should a hotel work with Expedia?
- Видео: How should a hotel work with Booking.com?
- 练习测验: Practice lesson 2
- Видео: Conclusion
- 阅读: Complementary readings
- 阅读: Peer Review Documents
Оцениваемый: Assessing a hotel's presence on Booking.com
Часто задаваемые вопросы
Как это работает
课程作业
每门课程都像是一本互动的教科书，具有预先录制的视频、测验和项目。
来自同学的帮助
与其他成千上万的学生相联系，对想法进行辩论，讨论课程材料，并寻求帮助来掌握概念。
证书
获得正式认证的作业，并与朋友、同事和雇主分享您的成功。
Авторы
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.
Стоимость
| Приобрести курс | |
|---|---|
| Получить доступ к материалам курса | Доступен |
| Получить доступ к оцениваемым материалам курса | Доступен |
| Получить итоговую оценку | Доступен |
| Earn a shareable Course Certificate | Доступен |
Рейтинги и отзывы
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
© Coursera Inc., 2018 Все права защищены.
