About this Course
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Flexible deadlines

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Approx. 16 hours to complete

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

English

Subtitles: English

Skills you will gain

Revenue ManagementForecastingDemand ManagementAsset Management

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

Syllabus - What you will learn from this course

Week
1
2 hours to complete

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 (Total 64 min), 2 readings, 4 quizzes
13 videos
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 16m
Practice Lesson 210m
Practice Lesson 312m
Module 1 Assessment20m
Week
2
4 hours to complete

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 (Total 74 min), 1 reading, 5 quizzes
11 videos
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 112m
Practice Quiz Lesson 210m
Practice Lesson 36m
Module 2. Assessment20m
Week
3
2 hours to complete

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 (Total 58 min), 1 reading, 4 quizzes
11 videos
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 110m
Practice Lesson 216m
Practice Lesson 38m
Module 3. Assessment20m
Week
4
4 hours to complete

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 (Total 73 min), 1 reading, 2 quizzes
14 videos
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. Assessment20m
4.7
25 ReviewsChevron Right

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started a new career after completing these courses

31%

got a tangible career benefit from this course

17%

got a pay increase or promotion

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

Instructors

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Peter O'Connor

Professor of information systems, Director of the MBA in Hospitality Management
Information systems
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Alex Slors

Independent Hotel Asset Manager & Development Consultant
Asset Management
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David Turnbull

Co-Founder and CCO
SnapShot
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Brendan May

COO Livabout
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Martin Soler

Independent Marketing Consultant
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Lennert De Jong

Commercial Director
Citizen Hotels

About 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. ...

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.

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