Demand management: Breaking down today’s commercial silos

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Demand management: Breaking down today’s commercial silos

Coursera (CC)
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Description

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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 experi…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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 4.6 stars Average User Rating 4.6See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

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 expand


  1. Video: Welcome back!
  2. Video: Introduction
  3. Reading: Mooc Glossary
  4. Video: Introduction
  5. Video: The Asset Management Triangle
  6. Practice Quiz: Practice Lesson 1
  7. Video: Development and Planning
  8. Video: Types of Management
  9. Video: Construction and (Pre)opening
  10. Practice Quiz: Practice Lesson 2
  11. Video: Operation and Asset Management
  12. Video: Asset Cycle
  13. Video: Valuation
  14. Video: Exit Strategy
  15. Practice Quiz: Practice Lesson 3
  16. Video: Conclusion
  17. Reading: Complementary Readings
  18. 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 expand


  1. Video: Introduction
  2. Video: Product Offering
  3. Video: Price Value Theory
  4. Video: Segmentation
  5. Practice Quiz: Practice Lesson 1
  6. Video: Creating a Pricing Strategy
  7. Video: Pricing by Segment
  8. Practice Quiz: Practice Quiz Lesson 2
  9. Video: Business Mix
  10. Video: Technology and Distribution
  11. Video: Cost of Distribution and Acquisition
  12. Practice Quiz: Practice Lesson 3
  13. Video: Conclusion
  14. Reading: Complementary Readings
  15. 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 expand


  1. Video: Introduction
  2. Video: The customer journey
  3. Video: Make the hotel stand out
  4. Practice Quiz: Practice Lesson 1
  5. Video: Capture the visitors on your website
  6. Video: Emotion
  7. Video: Navigation and Reviews
  8. Video: Third party and intermediary optimization: OTAs
  9. Video: Third party and intermediary optimization: other channels of distribution
  10. Practice Quiz: Practice Lesson 2
  11. Video: The Net Contribution Approach
  12. Video: Advertising Attribution Model
  13. Practice Quiz: Practice Lesson 3
  14. Reading: Complementary Readings
  15. 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 expand


  1. Video: Introduction
  2. Video: Why is Revenue Management Important?
  3. Video: Revenue Management Bingo
  4. Video: Demand Optimization
  5. Video: Data Collection and Aggregation
  6. Video: Analysis I: Benchmarking
  7. Video: Analysis II: Booking Curves
  8. Video: Analysis: Forecasting
  9. Video: Decisions
  10. Video: Profit Decision Making
  11. Video: Conclusion
  12. Reading: Complementary Readings
  13. Video: Q&A
  14. Video: Conclusion
  15. Video: Wrap-Up

Graded: Module 4. Assessment
Graded: Creating a hotel forecast
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