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.
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课程信息
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您将获得的技能
Revenue ManagementForecastingDemand ManagementAsset Management
学生职业成果
33%
完成这些课程后已开始新的职业生涯
33%
通过此课程获得实实在在的工作福利
14%
加薪或升职
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第 3 门课程（共 4 门）
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完成时间大约为17 小时
建议：4 weeks, 4 - 5 hours per week
英语（English）
字幕：英语（English）
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 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.
完成时间为 3 小时
13 个视频 （总计 64 分钟）, 2 个阅读材料, 4 个测验
13 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
2 个阅读材料
Mooc Glossary10分钟
Complementary Readings10分钟
4 个练习
Practice Lesson 130分钟
Practice Lesson 230分钟
Practice Lesson 330分钟
Module 1 Assessment30分钟
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.
完成时间为 4 小时
11 个视频 （总计 74 分钟）, 1 个阅读材料, 5 个测验
11 个视频
Introduction5分钟
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
1 个阅读材料
Complementary Readings10分钟
4 个练习
Practice Lesson 130分钟
Practice Quiz Lesson 230分钟
Practice Lesson 330分钟
Module 2. Assessment30分钟
完成时间为 3 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.
完成时间为 3 小时
11 个视频 （总计 58 分钟）, 1 个阅读材料, 4 个测验
11 个视频
Introduction2分钟
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
1 个阅读材料
Complementary Readings10分钟
4 个练习
Practice Lesson 130分钟
Practice Lesson 230分钟
Practice Lesson 330分钟
Module 3. Assessment30分钟
完成时间为 3 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?
完成时间为 3 小时
14 个视频 （总计 73 分钟）, 1 个阅读材料, 2 个测验
14 个视频
Introduction3分钟
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
1 个阅读材料
Complementary Readings10分钟
1 个练习
Module 4. Assessment30分钟
审阅
4.7
来自需求管理：分解当今商业世界的孤岛的热门评论
由 CG 提供Feb 14, 2016
Felt a lot less like a commercial than those videos of the previous session.\n\nThese presenters are much more conscious of how many hand gestures they use.\n\nThanks.
由 YT 提供Feb 22, 2018
Great lessons and only thing is questions in review should be explanation for being wrong or right
由 CR 提供Dec 15, 2015
Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!
由 DR 提供Apr 2, 2019
Great Content ! It is a course to enjoy and consume in a slow pace. A lot to learn !~
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ESSEC商学院
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 酒店管理：分销、营收和需求管理 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.
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