课程信息
4.7
168 个评分
19 个审阅
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为16 小时

建议:4 weeks, 4 - 5 hours per week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

Revenue ManagementForecastingDemand ManagementAsset Management
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为16 小时

建议:4 weeks, 4 - 5 hours per week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 2 小时

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....
Reading
13 个视频 (总计 64 分钟), 2 个阅读材料, 4 个测验
Video13 个视频
Introduction7分钟
Introduction2分钟
The Asset Management Triangle4分钟
Development and Planning5分钟
Types of Management8分钟
Construction and (Pre)opening4分钟
Operation and Asset Management3分钟
Asset Cycle5分钟
Valuation6分钟
Exit Strategy3分钟
Conclusion3分钟
Q&A3分钟
Reading2 个阅读材料
Mooc Glossary10分钟
Complementary Readings10分钟
Quiz4 个练习
Practice Lesson 16分钟
Practice Lesson 210分钟
Practice Lesson 312分钟
Module 1 Assessment20分钟
2
完成时间(小时)
完成时间为 4 小时

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....
Reading
11 个视频 (总计 74 分钟), 1 个阅读材料, 5 个测验
Video11 个视频
Product Offering6分钟
Price Value Theory9分钟
Segmentation10分钟
Creating a Pricing Strategy7分钟
Pricing by Segment7分钟
Business Mix7分钟
Technology and Distribution7分钟
Cost of Distribution and Acquisition6分钟
Conclusion2分钟
Q&A4分钟
Reading1 个阅读材料
Complementary Readings10分钟
Quiz4 个练习
Practice Lesson 112分钟
Practice Quiz Lesson 210分钟
Practice Lesson 36分钟
Module 2. Assessment20分钟
3
完成时间(小时)
完成时间为 2 小时

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. ...
Reading
11 个视频 (总计 58 分钟), 1 个阅读材料, 4 个测验
Video11 个视频
The customer journey6分钟
Make the hotel stand out5分钟
Capture the visitors on your website6分钟
Emotion3分钟
Navigation and Reviews7分钟
Third party and intermediary optimization: OTAs9分钟
Third party and intermediary optimization: other channels of distribution3分钟
The Net Contribution Approach6分钟
Advertising Attribution Model3分钟
Q&A3分钟
Reading1 个阅读材料
Complementary Readings10分钟
Quiz4 个练习
Practice Lesson 110分钟
Practice Lesson 216分钟
Practice Lesson 38分钟
Module 3. Assessment20分钟
4
完成时间(小时)
完成时间为 4 小时

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?...
Reading
14 个视频 (总计 73 分钟), 1 个阅读材料, 2 个测验
Video14 个视频
Why is Revenue Management Important?8分钟
Revenue Management Bingo7分钟
Demand Optimization4分钟
Data Collection and Aggregation8分钟
Analysis I: Benchmarking8分钟
Analysis II: Booking Curves2分钟
Analysis: Forecasting7分钟
Decisions8分钟
Profit Decision Making4分钟
Conclusion1分钟
Q&A3分钟
Conclusion2分钟
Wrap-Up2分钟
Reading1 个阅读材料
Complementary Readings10分钟
Quiz1 个练习
Module 4. Assessment20分钟
4.7
19 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

36%

通过此课程获得实实在在的工作福利
职业晋升

20%

加薪或升职

热门审阅

创建者 CRDec 16th 2015

Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!

讲师

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Peter O'Connor

Professor of information systems, Director of the MBA in Hospitality Management
Information systems
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Alex Slors

Independent Hotel Asset Manager & Development Consultant
Asset Management
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David Turnbull

Co-Founder and CCO
SnapShot
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Brendan May

COO Livabout
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Martin Soler

Independent Marketing Consultant
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Lennert De Jong

Commercial Director
Citizen Hotels

关于 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. ...

关于 Hotel Management: Distribution, Revenue and Demand Management 专项课程

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

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