About this Course

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Learner Career Outcomes

14%

started a new career after completing these courses

21%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 15 hours to complete
English
Subtitles: English

Skills you will gain

Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management

Learner Career Outcomes

14%

started a new career after completing these courses

21%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 15 hours to complete
English
Subtitles: English

Offered by

ESSEC Business School logo

ESSEC Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up95%(3,900 ratings)Info
Week
1

Week 1

3 hours to complete

Setting the scene

3 hours to complete
9 videos (Total 36 min), 2 readings, 4 quizzes
9 videos
Historical evolution3m
The hotel business value chain4m
Franchise and Management agreements4m
Growth and the value of branded hotel chains4m
Hotels as economic units6m
Introduction to revenue management5m
Trends and challenges2m
Wrap-up and conclusion2m
2 readings
Complementary readings10m
Peer Review documents10m
3 practice exercises
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 38m
Week
2

Week 2

4 hours to complete

A deep dive into hotel distribution

4 hours to complete
12 videos (Total 66 min), 2 readings, 5 quizzes
12 videos
The origins of hotel distribution4m
The web revolution6m
Working with the OTAs5m
OTA Business Model7m
The brand.com site3m
The forgotten majority: traditional channels3m
The distribution cost puzzle3m
The true cost of brand.com6m
The price parity paradox5m
Magnificent Meta-Search7m
Disruption in the market place?8m
2 readings
Complementary readings10m
Peer Review Documents10m
4 practice exercises
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 36m
Practice Lesson 44m
Week
3

Week 3

4 hours to complete

Direct distribution: the key to hotel success

4 hours to complete
16 videos (Total 66 min), 1 reading, 5 quizzes
16 videos
Deciding what you want2m
Registering your domain name3m
Content5m
What is good hotel content?4m
Creating your web pages5m
Selecting a good hosting solution5m
Introduction to online marketing2m
Organic search engine marketing4m
Paid search engine marketing3m
Email Marketing4m
Display Advertising4m
Affiliate marketing2m
Social Media Marketing1m
Using Analytics for customer insight5m
Wrap-up and conclusion3m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 14m
Practice Lesson 26m
Practice Lesson 34m
Practice lesson 48m
Week
4

Week 4

4 hours to complete

How to manage your OTA

4 hours to complete
16 videos (Total 89 min), 2 readings, 3 quizzes
16 videos
Why OTA's?2m
Reach5m
The Billboard Effect7m
Pay-per-Performance1m
Reactivity2m
Market Information2m
Introduction1m
Photos3m
Content2m
User Reviews5m
Competitive Rates2m
Manage Availability2m
How should a hotel work with Expedia?25m
How should a hotel work with Booking.com?11m
Conclusion3m
2 readings
Complementary readings10m
Peer Review Documents10m
2 practice exercises
Practice Lesson 18m
Practice lesson 28m

Reviews

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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

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