关于此课程： In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jumpstart your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)
制作方： ESSEC商学院
教学方： Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
教学方： Nicolas Graf, Professeur
Management
| 基本信息 | 课程 1（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, 2-4 hours/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
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.
9 视频, 2 阅读材料, 3 练习测试
- 视频: Mooc introduction
- 视频: Historical evolution
- 视频: The hotel business value chain
- Practice Quiz: Practice Lesson 1
- 视频: Franchise and Management agreements
- 视频: Growth and the value of branded hotel chains
- Practice Quiz: Practice Lesson 2
- 视频: Hotels as economic units
- 视频: Introduction to revenue management
- Practice Quiz: Practice Lesson 3
- 视频: Trends and challenges
- 视频: Wrap-up and conclusion
- Reading: Complementary readings
- Reading: Peer Review documents
已评分: Why distribution and revenue management are important for hotel profitability
第 2 周
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.
12 视频, 2 阅读材料, 4 练习测试
- 视频: Why hotel distribution?
- 视频: The origins of hotel distribution
- 视频: The web revolution
- Practice Quiz: Practice Lesson 1
- 视频: Working with the OTAs
- 视频: OTA Business Model
- 视频: The brand.com site
- 视频: The forgotten majority: traditional channels
- Practice Quiz: Practice Lesson 2
- 视频: The distribution cost puzzle
- 视频: The true cost of brand.com
- 视频: The price parity paradox
- Practice Quiz: Practice Lesson 3
- 视频: Magnificent Meta-Search
- 视频: Disruption in the market place?
- Reading: Complementary readings
- Practice Quiz: Practice Lesson 4
- Reading: Peer Review Documents
已评分: Assessing whether a hotel should work with a 'new' OTA
第 3 周
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.
16 视频, 1 阅读材料, 4 练习测试
- 视频: Introduction
- Practice Quiz: Practice Lesson 1
- 视频: Deciding what you want
- 视频: Registering your domain name
- 视频: Content
- 视频: What is good hotel content?
- Practice Quiz: Practice Lesson 2
- 视频: Creating your web pages
- 视频: Selecting a good hosting solution
- Practice Quiz: Practice Lesson 3
- 视频: Introduction to online marketing
- 视频: Organic search engine marketing
- 视频: Paid search engine marketing
- 视频: Email Marketing
- 视频: Display Advertising
- 视频: Affiliate marketing
- 视频: Social Media Marketing
- Practice Quiz: Practice lesson 4
- 视频: Using Analytics for customer insight
- 视频: Wrap-up and conclusion
- Reading: Complementary Readings
已评分: Which electronic marketing technique should I use to generate additional traffic in the short run?
第 4 周
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.
16 视频, 2 阅读材料, 2 练习测试
- 视频: Working With Online Travel Agents
- 视频: Why OTA's?
- 视频: Reach
- 视频: The Billboard Effect
- 视频: Pay-per-Performance
- 视频: Reactivity
- 视频: Market Information
- Practice Quiz: Practice Lesson 1
- 视频: Introduction
- 视频: Photos
- 视频: Content
- 视频: User Reviews
- 视频: Competitive Rates
- 视频: Manage Availability
- 视频: How should a hotel work with Expedia?
- 视频: How should a hotel work with Booking.com?
- Practice Quiz: Practice lesson 2
- 视频: Conclusion
- Reading: Complementary readings
- Reading: Peer Review Documents
已评分: Assessing a hotel's presence on Booking.com
常见问题解答
运作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
制作方
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.
价格
| 购买课程 | |
|---|---|
| 访问课程材料 | 可用 |
| 访问评分的材料 | 可用 |
| 收到最终成绩 | 可用 |
| 获得可共享的课程证书 | 可用 |
评分和审阅
very useful and informative
Gave me lots of idea on the importance of OTA channel as well as distribution channel mix!
Review assignments by colleagues I believe is not the best way to learn and avaluate, teachers must do that, our grades must be given by teachers.
Excellent MOOC qui offre un contenu structuré de la distribution dans l'hôtellerie. J'invite non seulement les personnes qui souhaitent s'orienter vers la profession de revenue managers, que les commerciaux, chefs de produit TO, à suivre ces MOOC de l'ESSEC. Les 3 points forts à mon sens :
1/ La structure des cours qui permet d'avoir une vision complète; libre à chacun d'effectuer ses propres recherches pour aller plus loin et creuser les sujets qui le concerne /l'intéresse plus.
2/ La parcours permet d'avoir un diplôme (et l'afficher sur son profil Linked In), ce qui est gage de confiance pour les potentiels recruteurs.
3/ La qualité générale des informations; croisement de regards de professionnels et de professeurs.
Merci ! A quand un MOOC le front office dans l'hôtellerie ?