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. 16 hours to complete
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. 16 hours to complete
English

Offered by

Placeholder

ESSEC Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up95%(4,141 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 130m
Practice Lesson 230m
Practice Lesson 330m
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 130m
Practice Lesson 230m
Practice Lesson 330m
Practice Lesson 430m
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 130m
Practice Lesson 230m
Practice Lesson 330m
Practice lesson 430m
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 130m
Practice lesson 230m

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

Hotel Management: Distribution, Revenue and Demand Management

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