With a fixed capacity, a highly disposable product and high fixed costs, hotels are a natural candidate for the application of revenue management. Originally developed by the airlines in the 1970s, these analytics-based techniques help predict consumer behavior at the hotel’s market level so that the hotel can sell each room each night at the optimum price.
提供方
课程信息
22,752 次近期查看
学生职业成果
27%
完成这些课程后已开始新的职业生涯
41%
通过此课程获得实实在在的工作福利
14%
加薪或升职
您将获得的技能
PricingRevenue ManagementForecastingSegmentation Analysis
学生职业成果
27%
完成这些课程后已开始新的职业生涯
41%
通过此课程获得实实在在的工作福利
14%
加薪或升职
100% 在线
立即开始，按照自己的计划学习。
第 2 门课程（共 4 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为10 小时
建议：7 hours/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 2 小时
Getting Started with Revenue Management
Welcome! In this first module, you will understand what revenue management is, why it’s important, simple steps to get started, how revenue management can increase profit through booking curve management and how effective yielding can improve a hotel’s profits. Moving forward, we’ll share best practices and better prepare you for today’s complex digital age.
完成时间为 2 小时
11 个视频 （总计 52 分钟）, 4 个阅读材料, 3 个测验
11 个视频
Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy3分钟
EDC and the importance of Revenue Management2分钟
History of Revenue Management4分钟
Shift in consumer behavior6分钟
Overview of Revenue Management3分钟
Introduction to Segmentation5分钟
Introduction to Forecasting and Budgeting5分钟
Introduction to Pricing6分钟
How Revenue Management can increase Bottom line6分钟
Effective Yielding5分钟
4 个阅读材料
Complementary Readings10分钟
Complementary Reading10分钟
Complementary Readings10分钟
Complementary Readings10分钟
3 个练习
Practice Lesson 120分钟
Practice Lesson 220分钟
Practice Lesson 310分钟
完成时间为 2 小时
Introduction to Segmentation
In this second module we will discuss segmentation 101, four things to consider while determining segmentation, as well as our best practices in regards to working with properties who need to go through a re-segmentation exercise, and presenting you with some key takeaways.
完成时间为 2 小时
9 个视频 （总计 57 分钟）, 2 个阅读材料, 2 个测验
9 个视频
What is Segmentation?6分钟
Evolution in Segmentation17分钟
Evolution in Segmentation26分钟
Types of Segmentation6分钟
Strategic Segmentation11分钟
Considerations of Determining Segmentation8分钟
Re-segmentation Process5分钟
Industry Best Practices2分钟
2 个阅读材料
Complementary Reading10分钟
Complementary Readings10分钟
2 个练习
Practice Lesson 116分钟
Practice lesson 220分钟
完成时间为 2 小时
Introduction to Forecasting & Budgeting
In this third module, you will have an overview of forecasting and its basic terminology, explore forecasting goals, trends and tools, and understand how to link forecasting and budgeting together.
完成时间为 2 小时
11 个视频 （总计 55 分钟）, 3 个阅读材料, 3 个测验
11 个视频
Basic terminology8分钟
What is Forecasting?3分钟
Why Forecast?4分钟
Start with Reservation and Market Data5分钟
Competitor Pricing & Online Review Data5分钟
Air Traffic and Weather Data4分钟
Revenue System vs Excel4分钟
Evaluating Forecast accuracy5分钟
Budgeting3分钟
Best Practices3分钟
3 个阅读材料
Complementary Readings and Videos10分钟
Complementary Readings and Videos10分钟
Complementary Readings and Videos10分钟
3 个练习
Practice lesson 118分钟
Practice lesson 216分钟
Practice lesson 316分钟
完成时间为 3 小时
Introduction to Pricing
This last module should help tie together concepts from the previous three modules to give you a practical understanding of the fundamentals of revenue management. You will understand why pricing is important, the difference between common pricing strategies, and what are the 7 most common pricing mistakes. After that we will revisit the topic of Big Data, automated systems, and system connectivity as it and discuss best practices for pricing.
完成时间为 3 小时
7 个视频 （总计 54 分钟）, 3 个阅读材料, 3 个测验
7 个视频
Hotel Pricing Strategies9分钟
How to increase Rates6分钟
Seven most common Pricing mistakes5分钟
BAR vs Open Pricing11分钟
Revenue Strategy: key to optimizing profit9分钟
Conclusion2分钟
3 个阅读材料
Complementary Readings and Videos10分钟
Complementary Readings and Videos10分钟
If you want to go further...10分钟
3 个练习
Practice lesson 122分钟
Practice lesson 216分钟
Final Exam30分钟
审阅
4.6
来自营收管理基础：营收策略的基石的热门评论
由 YZ 提供Jul 31, 2017
very useful and rich with it content , the complimentary reading is awesome and indeed needed\n\nthe final exam is a bit hard , i do recommend it for people who are seeking knowledge in RM
由 ES 提供Nov 25, 2017
I value specifically the repetition of concepts across videos and readings - it meant it really solidified the learning and knowledge so that I now can confidently apply it.
由 PG 提供Nov 14, 2019
This is a good course for someone (like myself) to take if they do not have a revenue management background. I wish I could've taken this when I first got here in January!
由 WA 提供Jan 23, 2020
Very good. Just a few minor draw backs, most of the online complimentary links for reading and videos are not working or require you to sign in to a third party account.
提供方
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.
常见问题
我什么时候能够访问课程视频和作业？
注册以便获得证书后，您将有权访问所有视频、测验和编程作业（如果适用）。只有在您的班次开课之后，才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程，可能无法访问某些作业。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
退款政策是如何规定的？
有助学金吗？
还有其他问题吗？请访问 学生帮助中心。
