Informações sobre o curso
4.7
483 classificações
103 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 20 horas para completar

Sugerido: 4 weeks, 2-4 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Habilidades que você terá

Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 20 horas para completar

Sugerido: 4 weeks, 2-4 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

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....
Reading
9 videos (Total 36 min), 2 leituras, 4 testes
Video9 videos
Historical evolution3min
The hotel business value chain4min
Franchise and Management agreements4min
Growth and the value of branded hotel chains4min
Hotels as economic units6min
Introduction to revenue management5min
Trends and challenges2min
Wrap-up and conclusion2min
Reading2 leituras
Complementary readings10min
Peer Review documents10min
Quiz3 exercícios práticos
Practice Lesson 16min
Practice Lesson 26min
Practice Lesson 38min
Semana
2
Horas para completar
4 horas para concluir

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....
Reading
12 videos (Total 66 min), 2 leituras, 5 testes
Video12 videos
The origins of hotel distribution4min
The web revolution6min
Working with the OTAs5min
OTA Business Model7min
The brand.com site3min
The forgotten majority: traditional channels3min
The distribution cost puzzle3min
The true cost of brand.com6min
The price parity paradox5min
Magnificent Meta-Search7min
Disruption in the market place?8min
Reading2 leituras
Complementary readings10min
Peer Review Documents10min
Quiz4 exercícios práticos
Practice Lesson 16min
Practice Lesson 26min
Practice Lesson 36min
Practice Lesson 44min
Semana
3
Horas para completar
4 horas para concluir

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....
Reading
16 videos (Total 66 min), 1 leitura, 5 testes
Video16 videos
Deciding what you want2min
Registering your domain name3min
Content5min
What is good hotel content?4min
Creating your web pages5min
Selecting a good hosting solution5min
Introduction to online marketing2min
Organic search engine marketing4min
Paid search engine marketing3min
Email Marketing4min
Display Advertising4min
Affiliate marketing2min
Social Media Marketing1min
Using Analytics for customer insight5min
Wrap-up and conclusion3min
Reading1 leituras
Complementary Readings10min
Quiz4 exercícios práticos
Practice Lesson 14min
Practice Lesson 26min
Practice Lesson 34min
Practice lesson 48min
Semana
4
Horas para completar
4 horas para concluir

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. ...
Reading
16 videos (Total 89 min), 2 leituras, 3 testes
Video16 videos
Why OTA's?2min
Reach5min
The Billboard Effect7min
Pay-per-Performance1min
Reactivity2min
Market Information2min
Introduction1min
Photos3min
Content2min
User Reviews5min
Competitive Rates2min
Manage Availability2min
How should a hotel work with Expedia?25min
How should a hotel work with Booking.com?11min
Conclusion3min
Reading2 leituras
Complementary readings10min
Peer Review Documents10min
Quiz2 exercícios práticos
Practice Lesson 18min
Practice lesson 28min
4.7
103 avaliaçõesChevron Right

Melhores avaliações

por IMSep 7th 2016

I like it and I did never imagined the abundance of its content based on today's market.\n\nReally the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera

por LDJan 7th 2018

Very well done, these teachers and other important figures involved in the course are sharing extensive knowledges and they are teaching very clearly making the topic easy to comprehend, BRAVO!!!

Instrutores

Avatar

Peter O'Connor

Professor of information systems, Director of the MBA in Hospitality Management
Information systems
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Nicolas Graf

Professeur
Management

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....
Hotel Management: Distribution, Revenue and Demand Management

Perguntas Frequentes – FAQ

  • 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.

  • 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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