关于此课程： 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.
制作方： ESSEC Business School
教学方： Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems教学方： Alex Slors, Independent Hotel Asset Manager & Development Consultant
Asset Management教学方： David Turnbull, Co-Founder and CCO
SnapShot教学方： Brendan May, COO Livabout
教学方： Martin Soler, Independent Marketing Consultant
教学方： Lennert De Jong, Commercial Director
Citizen Hotels
| 基本信息 | 课程 3（共 4 门，酒店管理：分销、营收和需求管理 Specialization ） |
| 承诺学习时间 | 4 weeks, 4 - 5 hours per week |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
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 个视频, 2 个阅读材料, 3 个练习测验
- 视频: Introduction
- Reading: Mooc Glossary
- 视频: Introduction
- 视频: The Asset Management Triangle
- Practice Quiz: Practice Lesson 1
- 视频: Development and Planning
- 视频: Types of Management
- 视频: Construction and (Pre)opening
- Practice Quiz: Practice Lesson 2
- 视频: Operation and Asset Management
- 视频: Asset Cycle
- 视频: Valuation
- 视频: Exit Strategy
- Practice Quiz: Practice Lesson 3
- 视频: Conclusion
- Reading: Complementary Readings
- 视频: Q&A
已评分: Module 1 Assessment
第 2 周
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 个视频, 1 个阅读材料, 3 个练习测验
- 视频: Product Offering
- 视频: Price Value Theory
- 视频: Segmentation
- Practice Quiz: Practice Lesson 1
- 视频: Creating a Pricing Strategy
- 视频: Pricing by Segment
- Practice Quiz: Practice Quiz Lesson 2
- 视频: Business Mix
- 视频: Technology and Distribution
- 视频: Cost of Distribution and Acquisition
- Practice Quiz: Practice Lesson 3
- 视频: Conclusion
- Reading: Complementary Readings
- 视频: Q&A
已评分: Module 2. Assessment
已评分: Understanding the impact of experiential marketing
第 3 周
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 个视频, 1 个阅读材料, 3 个练习测验
- 视频: The customer journey
- 视频: Make the hotel stand out
- Practice Quiz: Practice Lesson 1
- 视频: Capture the visitors on your website
- 视频: Emotion
- 视频: Navigation and Reviews
- 视频: Third party and intermediary optimization: OTAs
- 视频: Third party and intermediary optimization: other channels of distribution
- Practice Quiz: Practice Lesson 2
- 视频: The Net Contribution Approach
- 视频: Advertising Attribution Model
- Practice Quiz: Practice Lesson 3
- Reading: Complementary Readings
- 视频: Q&A
已评分: Module 3. Assessment
第 4 周
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 个视频, 1 个阅读材料
- 视频: Why is Revenue Management Important?
- 视频: Revenue Management Bingo
- 视频: Demand Optimization
- 视频: Data Collection and Aggregation
- 视频: Analysis I: Benchmarking
- 视频: Analysis II: Booking Curves
- 视频: Analysis: Forecasting
- 视频: Decisions
- 视频: Profit Decision Making
- 视频: Conclusion
- Reading: Complementary Readings
- 视频: Q&A
- 视频: Conclusion
- 视频: Wrap-Up
已评分: Module 4. Assessment
已评分: Creating a hotel forecast
常见问题解答
运作方式
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制作方
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.
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评分和审阅
Great course!
Learnt so much, much more than I expected!
rEALLY HELPFUL AND PRACTICAL!
Great lessons and only thing is questions in review should be explanation for being wrong or right