About this course: The biggest challenge facing the hospitality industry over the next 5 years is the lack of integration between the key commercial disciplines of sales, revenue, distribution and finance and the negative impact this will continue to have on delivering asset value and maximum profitability. This course, spread over 4 key modules: Asset Management Demand Generation Digital Marketing Demand Optimisation aims to break down these commercial silos and reveal the journey from long-term asset development through to short-term profit tactics and how commercial teams can align themselves throughout the organisation. Created by SnapShot, this course is hosted by a group of experienced Industry guest lecturers in their fields of expertise and includes an ideal mix of accessible theory and practical exercises and simulations. SnapShot is a Hotel Demand Management company that specializes in helping hotels aggregate and use their data. We provide useful tools as well as innovative education and coaching services to empower hotels to take informed decisions in managing their demand to increase profits.
Created by: ESSEC Business School
Taught by: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Taught by: Alex Slors, Independent Hotel Asset Manager & Development Consultant
Asset Management
Taught by: David Turnbull, Co-Founder and CCO
SnapShot
Taught by: Brendan May, COO Livabout
Taught by: Martin Soler, Independent Marketing Consultant
Taught by: Lennert De Jong, Commercial Director
Citizen Hotels
| Basic Info | Course 3 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization |
| Commitment | 4 weeks, 4 - 5 hours per week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Asset Management
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.
13 videos, 2 readings, 3 practice quizzes
- Video: Introduction
- Reading: Mooc Glossary
- Video: Introduction
- Video: The Asset Management Triangle
- Practice Quiz: Practice Lesson 1
- Video: Development and Planning
- Video: Types of Management
- Video: Construction and (Pre)opening
- Practice Quiz: Practice Lesson 2
- Video: Operation and Asset Management
- Video: Asset Cycle
- Video: Valuation
- Video: Exit Strategy
- Practice Quiz: Practice Lesson 3
- Video: Conclusion
- Reading: Complementary Readings
- Video: Q&A
Graded: Module 1 Assessment
WEEK 2
Demand Generation
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.
11 videos, 1 reading, 3 practice quizzes
- Video: Product Offering
- Video: Price Value Theory
- Video: Segmentation
- Practice Quiz: Practice Lesson 1
- Video: Creating a Pricing Strategy
- Video: Pricing by Segment
- Practice Quiz: Practice Quiz Lesson 2
- Video: Business Mix
- Video: Technology and Distribution
- Video: Cost of Distribution and Acquisition
- Practice Quiz: Practice Lesson 3
- Video: Conclusion
- Reading: Complementary Readings
- Video: Q&A
Graded: Module 2. Assessment
Graded: Understanding the impact of experiential marketing
WEEK 3
Online Marketing
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.
11 videos, 1 reading, 3 practice quizzes
- Video: The customer journey
- Video: Make the hotel stand out
- Practice Quiz: Practice Lesson 1
- Video: Capture the visitors on your website
- Video: Emotion
- Video: Navigation and Reviews
- Video: Third party and intermediary optimization: OTAs
- Video: Third party and intermediary optimization: other channels of distribution
- Practice Quiz: Practice Lesson 2
- Video: The Net Contribution Approach
- Video: Advertising Attribution Model
- Practice Quiz: Practice Lesson 3
- Reading: Complementary Readings
- Video: Q&A
Graded: Module 3. Assessment
WEEK 4
Revenue Management
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?
14 videos, 1 reading
- Video: Why is Revenue Management Important?
- Video: Revenue Management Bingo
- Video: Demand Optimization
- Video: Data Collection and Aggregation
- Video: Analysis I: Benchmarking
- Video: Analysis II: Booking Curves
- Video: Analysis: Forecasting
- Video: Decisions
- Video: Profit Decision Making
- Video: Conclusion
- Reading: Complementary Readings
- Video: Q&A
- Video: Conclusion
- Video: Wrap-Up
Graded: Module 4. Assessment
Graded: Creating a hotel forecast
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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Certificates
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Creators
ESSEC Business School
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
Great course!
Learnt so much, much more than I expected!
rEALLY HELPFUL AND PRACTICAL!
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Great lessons and only thing is questions in review should be explanation for being wrong or right