本课程是酒店管理：分销、营收和需求管理专项课程专项课程的一部分

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Peter O'Connor 另外 +5 位授课教师

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酒店管理：分销、营收和需求管理专项课程ESSEC商学院

课程信息

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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.

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第 3 门课程（共 4 门）

酒店管理：分销、营收和需求管理专项课程

完成时间大约为14 小时

英语（English）

对员工进行热门技能培训能否为您的公司带来益处？

体验 Coursera 企业版

您将获得的技能

Revenue Management
Forecasting
Demand Management
Asset Management

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

第 3 门课程（共 4 门）

酒店管理：分销、营收和需求管理专项课程

完成时间大约为14 小时

英语（English）

对员工进行热门技能培训能否为您的公司带来益处？

体验 Coursera 企业版

授课教师

授课教师评分

4.6/5 （36 个评分）

提供方

ESSEC商学院

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.

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授课大纲 - 您将从这门课程中学到什么

内容评分94%（1,625 个评分）

周

周 1

完成时间为 3 小时

Asset Management

完成时间为 3 小时

13 个视频（总计 64 分钟）, 2 个阅读材料, 4 个测验

13 个视频

Welcome back!5分钟

Introduction7分钟

Introduction2分钟

The Asset Management Triangle4分钟

Development and Planning5分钟

Types of Management8分钟

Construction and (Pre)opening4分钟

Operation and Asset Management3分钟

Asset Cycle5分钟

Valuation6分钟

Exit Strategy3分钟

Conclusion3分钟

Q&A3分钟

2 个阅读材料

Mooc Glossary10分钟

Complementary Readings10分钟

4 个练习

Practice Lesson 130分钟

Practice Lesson 230分钟

Practice Lesson 330分钟

Module 1 Assessment30分钟

周

周 2

完成时间为 4 小时

Demand Generation

完成时间为 4 小时

11 个视频（总计 74 分钟）, 1 个阅读材料, 5 个测验

11 个视频

Introduction5分钟

Product Offering6分钟

Price Value Theory9分钟

Segmentation10分钟

Creating a Pricing Strategy7分钟

Pricing by Segment7分钟

Business Mix7分钟

Technology and Distribution7分钟

Cost of Distribution and Acquisition6分钟

Conclusion2分钟

Q&A4分钟

1 个阅读材料

Complementary Readings10分钟

4 个练习

Practice Lesson 130分钟

Practice Quiz Lesson 230分钟

Practice Lesson 330分钟

Module 2. Assessment30分钟

周

周 3

完成时间为 3 小时

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.

完成时间为 3 小时

11 个视频（总计 58 分钟）, 1 个阅读材料, 4 个测验

11 个视频

Introduction2分钟

The customer journey6分钟

Make the hotel stand out5分钟

Capture the visitors on your website6分钟

Emotion3分钟

Navigation and Reviews7分钟

Third party and intermediary optimization: OTAs9分钟

Third party and intermediary optimization: other channels of distribution3分钟

The Net Contribution Approach6分钟

Advertising Attribution Model3分钟

Q&A3分钟

1 个阅读材料

Complementary Readings10分钟

4 个练习

Practice Lesson 130分钟

Practice Lesson 230分钟

Practice Lesson 330分钟

Module 3. Assessment30分钟

周

周 4

完成时间为 3 小时

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?

完成时间为 3 小时

14 个视频（总计 73 分钟）, 1 个阅读材料, 2 个测验

14 个视频

Introduction3分钟

Why is Revenue Management Important?8分钟

Revenue Management Bingo7分钟

Demand Optimization4分钟

Data Collection and Aggregation8分钟

Analysis I: Benchmarking8分钟

Analysis II: Booking Curves2分钟

Analysis: Forecasting7分钟

Decisions8分钟

Profit Decision Making4分钟

Conclusion1分钟

Q&A3分钟

Conclusion2分钟

Wrap-Up2分钟

1 个阅读材料

Complementary Readings10分钟

1 个练习

Module 4. Assessment30分钟

审阅

4.8

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5 stars
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2 stars
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来自需求管理：分解当今商业世界的孤岛的热门评论

由 SC 提供Apr 15, 2021

Really functional course, and really interesting, but I don't like about the review of the peers, if I didn't receive for a lot time I can't finish the course and I can't go ahead...

由 MC 提供Nov 21, 2022

Many thanks to everyone concerned. Please, provide us with another one with more in depth content. thanks

由 CG 提供Feb 14, 2016

Felt a lot less like a commercial than those videos of the previous session.

These presenters are much more conscious of how many hand gestures they use.

Thanks.

由 XE 提供Jul 14, 2021

Well woth it to consolidate knowledge and experience!

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关于酒店管理：分销、营收和需求管理专项课程

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.

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培养员工技能，推动业务成果

探索 Coursera for Business

需求管理：分解当今商业世界的孤岛

课程信息

您将获得的技能

授课教师

Peter O'Connor

Alex Slors

David Turnbull

Brendan May

Martin Soler

Lennert De Jong

提供方

ESSEC商学院

授课大纲 - 您将从这门课程中学到什么

Asset Management

Demand Generation

Online Marketing

Revenue Management

审阅

来自需求管理：分解当今商业世界的孤岛的热门评论

关于酒店管理：分销、营收和需求管理专项课程

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需求管理：分解当今商业世界的孤岛

课程信息

您将获得的技能

授课教师

Peter O'Connor

Alex Slors

David Turnbull

Brendan May

Martin Soler

Lennert De Jong

提供方

ESSEC商学院

授课大纲 - 您将从这门课程中学到什么

Asset Management

Demand Generation

Online Marketing

Revenue Management

审阅

来自需求管理：分解当今商业世界的孤岛的热门评论

关于 酒店管理：分销、营收和需求管理 专项课程

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关于酒店管理：分销、营收和需求管理专项课程