About this Course

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Learner Career Outcomes

33%

started a new career after completing these courses

33%

got a tangible career benefit from this course

14%

got a pay increase or promotion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 16 hours to complete

Suggested: 4 weeks, 4 - 5 hours per week...

English

Subtitles: English

Skills you will gain

Revenue ManagementForecastingDemand ManagementAsset Management

Learner Career Outcomes

33%

started a new career after completing these courses

33%

got a tangible career benefit from this course

14%

got a pay increase or promotion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 16 hours to complete

Suggested: 4 weeks, 4 - 5 hours per week...

English

Subtitles: English

Instructors

Image of instructor, Peter O'Connor

Peter O'Connor 

Professor of information systems, Director of the MBA in Hospitality Management
Information systems
24,612 Learners
4 Courses
Image of instructor, Alex Slors

Alex Slors 

Independent Hotel Asset Manager & Development Consultant
Asset Management
6,206 Learners
1 Course
Image of instructor, David Turnbull

David Turnbull 

Co-Founder and CCO
SnapShot
6,206 Learners
1 Course
Image of instructor, Brendan May

Brendan May 

COO Livabout
6,206 Learners
1 Course
Image of instructor, Martin Soler

Martin Soler 

Independent Marketing Consultant
6,206 Learners
1 Course
Image of instructor, Lennert De Jong

Lennert De Jong 

Commercial Director
Citizen Hotels
6,206 Learners
1 Course

Offered by

ESSEC Business School logo

ESSEC Business School

Syllabus - What you will learn from this course

Week
1

Week 1

3 hours to complete

Asset Management

3 hours to complete
13 videos (Total 64 min), 2 readings, 4 quizzes
13 videos
Introduction7m
Introduction2m
The Asset Management Triangle4m
Development and Planning5m
Types of Management8m
Construction and (Pre)opening4m
Operation and Asset Management3m
Asset Cycle5m
Valuation6m
Exit Strategy3m
Conclusion3m
Q&A3m
2 readings
Mooc Glossary10m
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Module 1 Assessment30m
Week
2

Week 2

4 hours to complete

Demand Generation

4 hours to complete
11 videos (Total 74 min), 1 reading, 5 quizzes
11 videos
Product Offering6m
Price Value Theory9m
Segmentation10m
Creating a Pricing Strategy7m
Pricing by Segment7m
Business Mix7m
Technology and Distribution7m
Cost of Distribution and Acquisition6m
Conclusion2m
Q&A4m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Quiz Lesson 230m
Practice Lesson 330m
Module 2. Assessment30m
Week
3

Week 3

3 hours to complete

Online Marketing

3 hours to complete
11 videos (Total 58 min), 1 reading, 4 quizzes
11 videos
The customer journey6m
Make the hotel stand out5m
Capture the visitors on your website6m
Emotion3m
Navigation and Reviews7m
Third party and intermediary optimization: OTAs9m
Third party and intermediary optimization: other channels of distribution3m
The Net Contribution Approach6m
Advertising Attribution Model3m
Q&A3m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Module 3. Assessment30m
Week
4

Week 4

3 hours to complete

Revenue Management

3 hours to complete
14 videos (Total 73 min), 1 reading, 2 quizzes
14 videos
Why is Revenue Management Important?8m
Revenue Management Bingo7m
Demand Optimization4m
Data Collection and Aggregation8m
Analysis I: Benchmarking8m
Analysis II: Booking Curves2m
Analysis: Forecasting7m
Decisions8m
Profit Decision Making4m
Conclusion1m
Q&A3m
Conclusion2m
Wrap-Up2m
1 reading
Complementary Readings10m
1 practice exercise
Module 4. Assessment30m
4.7
27 ReviewsChevron Right

Top reviews from Demand management: Breaking down today’s commercial silos

By CRDec 16th 2015

Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!

By SRFeb 19th 2019

This was fun and educational Thank you so much for putting this together

About the Hotel Management: Distribution, Revenue and Demand Management Specialization

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....
Hotel Management: Distribution, Revenue and Demand Management

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.