Informações sobre o curso: 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.

Desenvolvido por: ESSEC Business School

Ministrado por: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Ministrado por: Alex Slors, Independent Hotel Asset Manager & Development Consultant
Asset Management
Ministrado por: David Turnbull, Co-Founder and CCO
SnapShot
Ministrado por: Brendan May, COO Livabout
Ministrado por: Martin Soler, Independent Marketing Consultant
Ministrado por: Lennert De Jong, Commercial Director
Citizen Hotels

Informações básicas	Curso 3 de 4 no Hotel Management: Distribution, Revenue and Demand Management Specialization
Compromisso	4 weeks, 4 - 5 hours per week
Idioma	English
Como ser aprovado	Seja aprovado em todas as tarefas para concluir o curso.
Classificação do usuário	4.7 estrelas Classificação média do usuário 4.7Veja o que os aprendizes disseram

Programa

SEMANA 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 vídeos, 2 leituras, 3 questionários de prática

Vídeo: Welcome back!
Vídeo: Introduction
Leyendo: Mooc Glossary
Vídeo: Introduction
Vídeo: The Asset Management Triangle
Cuestionario de práctica: Practice Lesson 1
Vídeo: Development and Planning
Vídeo: Types of Management
Vídeo: Construction and (Pre)opening
Cuestionario de práctica: Practice Lesson 2
Vídeo: Operation and Asset Management
Vídeo: Asset Cycle
Vídeo: Valuation
Vídeo: Exit Strategy
Cuestionario de práctica: Practice Lesson 3
Vídeo: Conclusion
Leyendo: Complementary Readings
Vídeo: Q&A

Nota atribuída: Module 1 Assessment

SEMANA 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 vídeos, 1 leitura, 3 questionários de prática

Vídeo: Introduction
Vídeo: Product Offering
Vídeo: Price Value Theory
Vídeo: Segmentation
Cuestionario de práctica: Practice Lesson 1
Vídeo: Creating a Pricing Strategy
Vídeo: Pricing by Segment
Cuestionario de práctica: Practice Quiz Lesson 2
Vídeo: Business Mix
Vídeo: Technology and Distribution
Vídeo: Cost of Distribution and Acquisition
Cuestionario de práctica: Practice Lesson 3
Vídeo: Conclusion
Leyendo: Complementary Readings
Vídeo: Q&A

Nota atribuída: Module 2. Assessment

Nota atribuída: Understanding the impact of experiential marketing

SEMANA 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 vídeos, 1 leitura, 3 questionários de prática

Vídeo: Introduction
Vídeo: The customer journey
Vídeo: Make the hotel stand out
Cuestionario de práctica: Practice Lesson 1
Vídeo: Capture the visitors on your website
Vídeo: Emotion
Vídeo: Navigation and Reviews
Vídeo: Third party and intermediary optimization: OTAs
Vídeo: Third party and intermediary optimization: other channels of distribution
Cuestionario de práctica: Practice Lesson 2
Vídeo: The Net Contribution Approach
Vídeo: Advertising Attribution Model
Cuestionario de práctica: Practice Lesson 3
Leyendo: Complementary Readings
Vídeo: Q&A

Nota atribuída: Module 3. Assessment

SEMANA 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 vídeos, 1 leitura

Vídeo: Introduction
Vídeo: Why is Revenue Management Important?
Vídeo: Revenue Management Bingo
Vídeo: Demand Optimization
Vídeo: Data Collection and Aggregation
Vídeo: Analysis I: Benchmarking
Vídeo: Analysis II: Booking Curves
Vídeo: Analysis: Forecasting
Vídeo: Decisions
Vídeo: Profit Decision Making
Vídeo: Conclusion
Leyendo: Complementary Readings
Vídeo: Q&A
Vídeo: Conclusion
Vídeo: Wrap-Up

Nota atribuída: Module 4. Assessment

Nota atribuída: Creating a hotel forecast

Perguntas frequentes

When will I have access to the lectures and assignments?

What will I get if I pay for this course?

What is the refund policy?

Is financial aid available?

Como funciona

Trabajo del curso

Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.

Ayuda de tus compañeros

Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.

Certificados

Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.

Desenvolvedores

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.

Custo

	Comprar curso
Acesso aos materiais do curso	Disponível
Acesso a materiais valendo nota	Disponível
Receba uma nota final	Disponível
Obtenha um Certificado de Curso compartilhável	Disponível