About this course: 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.

Created by: ESSEC Business School

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

Basic Info	Course 3 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization.
Commitment	4 weeks, 4 - 5 hours per week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.7 stars Average User Rating 4.7See what learners said

Syllabus

WEEK 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, f...

13 videos, 2 readings, 3 practice quizzes

Graded: Module 1 Assessment

WEEK 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 videos, 1 reading, 3 practice quizzes

Graded: Module 2. Assessment

Graded: Understanding the impact of experiential marketing

WEEK 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...

11 videos, 1 reading, 3 practice quizzes

Graded: Module 3. Assessment

WEEK 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: ...

14 videos, 1 reading

Graded: Module 4. Assessment

Graded: Creating a hotel forecast

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

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Creators

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.

Pricing

	Audit	Purchase Course
Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.7 out of 5 of 102 ratings

perfect

I learn so much about forecasting with assignments ! Thx u Coursera :)

Just a great course to get the big picture of Demand Management & permits to be able to get the base to go further & in detail. Definetly a great course.

Excellent industry knowledge coupled with engaging video tutorials. Great intermediate course to further your knowledge on the way traditional hotel departments have developed into the intertwined entities we see today.

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Demand management: Breaking down today’s commercial silos

Demand management: Breaking down today’s commercial silos

Demand management: Breaking down today’s commercial silos