ESSEC Business School
Demand management: Breaking down today’s commercial silos
ESSEC Business School

Demand management: Breaking down today’s commercial silos

This course is part of Hotel Management: Distribution, Revenue and Demand Management Specialization

Taught in English

Some content may not be translated

Peter O'Connor
Alex Slors
David Turnbull

Instructors: Peter O'Connor

13,300 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.7

(355 reviews)

|

94%

13 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

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Assessments

13 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(355 reviews)

|

94%

13 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Hotel Management: Distribution, Revenue and Demand Management Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

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.

What's included

13 videos2 readings4 quizzes

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.

What's included

11 videos1 reading4 quizzes1 peer review

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.

What's included

11 videos1 reading4 quizzes

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?

What's included

14 videos1 reading1 quiz1 peer review

Instructors

Instructor ratings
4.6 (40 ratings)
Peter O'Connor
ESSEC Business School
4 Courses59,609 learners

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Recommended if you're interested in Business Strategy

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4.7

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