Este curso faz parte do Programa de cursos integrados Hotel Management: Distribution, Revenue and Demand Management
Demand management: Breaking down today’s commercial silos
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Informações sobre o curso
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162 classificações
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.
Habilidades que você terá
Revenue ManagementForecastingDemand ManagementAsset Management
Programa - O que você aprenderá com este curso
Week
1Asset 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 (Total de 64 min), 2 leituras, 4 testes
13 videos
Welcome back!5min
Introduction7min
Introduction2min
The Asset Management Triangle4min
Development and Planning5min
Types of Management8min
Construction and (Pre)opening4min
Operation and Asset Management3min
Asset Cycle5min
Valuation6min
Exit Strategy3min
Conclusion3min
Q&A3min
2 leituras
Mooc Glossary10min
Complementary Readings10min
4 exercícios práticos
Practice Lesson 16min
Practice Lesson 210min
Practice Lesson 312min
Module 1 Assessment20min
Week
2Demand 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 (Total de 74 min), 1 leitura, 5 testes
11 videos
Introduction5min
Product Offering6min
Price Value Theory9min
Segmentation10min
Creating a Pricing Strategy7min
Pricing by Segment7min
Business Mix7min
Technology and Distribution7min
Cost of Distribution and Acquisition6min
Conclusion2min
Q&A4min
1 leituras
Complementary Readings10min
4 exercícios práticos
Practice Lesson 112min
Practice Quiz Lesson 210min
Practice Lesson 36min
Module 2. Assessment20min
Week
3Online 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 (Total de 58 min), 1 leitura, 4 testes
11 videos
Introduction2min
The customer journey6min
Make the hotel stand out5min
Capture the visitors on your website6min
Emotion3min
Navigation and Reviews7min
Third party and intermediary optimization: OTAs9min
Third party and intermediary optimization: other channels of distribution3min
The Net Contribution Approach6min
Advertising Attribution Model3min
Q&A3min
1 leituras
Complementary Readings10min
4 exercícios práticos
Practice Lesson 110min
Practice Lesson 216min
Practice Lesson 38min
Module 3. Assessment20min
Week
4Revenue 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 (Total de 73 min), 1 leitura, 2 testes
14 videos
Introduction3min
Why is Revenue Management Important?8min
Revenue Management Bingo7min
Demand Optimization4min
Data Collection and Aggregation8min
Analysis I: Benchmarking8min
Analysis II: Booking Curves2min
Analysis: Forecasting7min
Decisions8min
Profit Decision Making4min
Conclusion1min
Q&A3min
Conclusion2min
Wrap-Up2min
1 leituras
Complementary Readings10min
1 exercício prático
Module 4. Assessment20min
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Melhores avaliações
por CR•Dec 16th 2015
Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!
Instrutores
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
Sobre 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.
Sobre o Programa de cursos integrados 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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
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