Informações sobre o curso: 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)
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: Nicolas Graf, Professeur
Management
| Informações básicas | |
| Compromisso | 4 weeks, 2-4 hours/week |
| Idioma | English |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
| Classificação do usuário |
Programa
SEMANA 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 vídeos, 2 leituras, 3 questionários de prática
- Vídeo: Mooc introduction
- Vídeo: Historical evolution
- Vídeo: The hotel business value chain
- Teste para praticar: Practice Lesson 1
- Vídeo: Franchise and Management agreements
- Vídeo: Growth and the value of branded hotel chains
- Teste para praticar: Practice Lesson 2
- Vídeo: Hotels as economic units
- Vídeo: Introduction to revenue management
- Teste para praticar: Practice Lesson 3
- Vídeo: Trends and challenges
- Vídeo: Wrap-up and conclusion
- Leitura: Complementary readings
- Leitura: Peer Review documents
Nota atribuída: Why distribution and revenue management are important for hotel profitability
SEMANA 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 vídeos, 2 leituras, 4 questionários de prática
- Vídeo: Why hotel distribution?
- Vídeo: The origins of hotel distribution
- Vídeo: The web revolution
- Teste para praticar: Practice Lesson 1
- Vídeo: Working with the OTAs
- Vídeo: OTA Business Model
- Vídeo: The brand.com site
- Vídeo: The forgotten majority: traditional channels
- Teste para praticar: Practice Lesson 2
- Vídeo: The distribution cost puzzle
- Vídeo: The true cost of brand.com
- Vídeo: The price parity paradox
- Teste para praticar: Practice Lesson 3
- Vídeo: Magnificent Meta-Search
- Vídeo: Disruption in the market place?
- Leitura: Complementary readings
- Teste para praticar: Practice Lesson 4
- Leitura: Peer Review Documents
Nota atribuída: Assessing whether a hotel should work with a 'new' OTA
SEMANA 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 vídeos, 1 leitura, 4 questionários de prática
- Vídeo: Introduction
- Teste para praticar: Practice Lesson 1
- Vídeo: Deciding what you want
- Vídeo: Registering your domain name
- Vídeo: Content
- Vídeo: What is good hotel content?
- Teste para praticar: Practice Lesson 2
- Vídeo: Creating your web pages
- Vídeo: Selecting a good hosting solution
- Teste para praticar: Practice Lesson 3
- Vídeo: Introduction to online marketing
- Vídeo: Organic search engine marketing
- Vídeo: Paid search engine marketing
- Vídeo: Email Marketing
- Vídeo: Display Advertising
- Vídeo: Affiliate marketing
- Vídeo: Social Media Marketing
- Teste para praticar: Practice lesson 4
- Vídeo: Using Analytics for customer insight
- Vídeo: Wrap-up and conclusion
- Leitura: Complementary Readings
Nota atribuída: Which electronic marketing technique should I use to generate additional traffic in the short run?
SEMANA 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 vídeos, 2 leituras, 2 questionários de prática
- Vídeo: Working With Online Travel Agents
- Vídeo: Why OTA's?
- Vídeo: Reach
- Vídeo: The Billboard Effect
- Vídeo: Pay-per-Performance
- Vídeo: Reactivity
- Vídeo: Market Information
- Teste para praticar: Practice Lesson 1
- Vídeo: Introduction
- Vídeo: Photos
- Vídeo: Content
- Vídeo: User Reviews
- Vídeo: Competitive Rates
- Vídeo: Manage Availability
- Vídeo: How should a hotel work with Expedia?
- Vídeo: How should a hotel work with Booking.com?
- Teste para praticar: Practice lesson 2
- Vídeo: Conclusion
- Leitura: Complementary readings
- Leitura: Peer Review Documents
Nota atribuída: Assessing a hotel's presence on Booking.com
Perguntas frequentes
Como funciona
Trabalho
Cada curso é como um livro didático interativo, com vídeos pré-gravados, testes e projetos.
Ajuda dos seus colegas
Conecte-se com milhares de outros aprendizes, debata ideias, discuta sobre os materiais do curso e obtenha ajuda para dominar conceitos.
Certificados
Obtenha reconhecimento oficial pelo seu trabalho e compartilhe seu sucesso com amigos, colegas e empregadores.
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 |
Classificações e avaliações
very useful and informative
Gave me lots of idea on the importance of OTA channel as well as distribution channel mix!
Review assignments by colleagues I believe is not the best way to learn and avaluate, teachers must do that, our grades must be given by teachers.
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Excellent MOOC qui offre un contenu structuré de la distribution dans l'hôtellerie. J'invite non seulement les personnes qui souhaitent s'orienter vers la profession de revenue managers, que les commerciaux, chefs de produit TO, à suivre ces MOOC de l'ESSEC. Les 3 points forts à mon sens :
1/ La structure des cours qui permet d'avoir une vision complète; libre à chacun d'effectuer ses propres recherches pour aller plus loin et creuser les sujets qui le concerne /l'intéresse plus.
2/ La parcours permet d'avoir un diplôme (et l'afficher sur son profil Linked In), ce qui est gage de confiance pour les potentiels recruteurs.
3/ La qualité générale des informations; croisement de regards de professionnels et de professeurs.
Merci ! A quand un MOOC le front office dans l'hôtellerie ?