课程信息
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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

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:4 weeks of study, 2-4 hours/week...

英语(English)

字幕:英语(English)

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

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:4 weeks of study, 2-4 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

1
完成时间为 3 小时

Situational analysis

In the module we will examine the very interesting case of Hotel de l’Etoile, a family owned, internationally branded, 300-bedroom hotel in the heart of Paris France. Although outwardly very successful, the property is struggling with profitability - something that owner Greg Sayer feels might be connected with its distribution, revenue management and demand management strategy....More information will be released progressively as you complete the assignments. Please, see the "Resources" tab of the videos unlocked after you will have done our peer assessment.

...
6 个视频 (总计 22 分钟), 5 个阅读材料, 1 个测验
6 个视频
Situational Analysis: Peter O'Connor3分钟
First Interview with Greg Sayer, Owner of the hotel3分钟
Interview with Gabriella Bidewell, General Manager6分钟
Discussion between Sally Smith and Fred Adam, Revenue Mangers3分钟
Set up by Peter O'Connor and reaction from the owner of the hotel about this analysis3分钟
5 个阅读材料
Hotel de l'étoile income statement10分钟
Hotel de l'étoile Distribution Report10分钟
Hotel de l'Etoile market segmentation report10分钟
Smith Travel Research Report: Trend report10分钟
Hotel location map10分钟
2
完成时间为 2 小时

Questionning the brand?

Having completed your analysis, you should make a clear recommendation as to what the owners should do with regard to the brand in order to improve performance.

...
1 个视频 (总计 4 分钟), 1 个测验
3
完成时间为 2 小时

Recommendations to the board Family

Having completed your analysis and had feedback from your peers, it’s now time to make your recommendation as to what the hotel should actually do.

...
1 个视频 (总计 1 分钟), 1 个测验
4
完成时间为 2 小时

Implementation of the strategy

Assuming that the board approves your recommendation, and having had feedback from your peer, you next need to assess the operational implications of implementing your strategy.

...
1 个视频 (总计 2 分钟), 1 个测验
1 个视频
4.5
10 个审阅Chevron Right

50%

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

来自Hôtel “De l'étoile” - a hotel in crisis? 的热门评论

创建者 DKOct 18th 2017

I have learned so much through this Capstone project. How to apply the RM in a hotel scenario from concept to analyzing to implementation. Thank you Coursera for this wonderful learning platform.

创建者 EMAug 17th 2016

Wonderful course & specialization - I learnt a lot !

讲师

Avatar

Peter O'Connor

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

关于 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....
酒店管理:分销、营收和需求管理

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