Demand management: Breaking down today’s commercial silos

Demand management: Breaking down today’s commercial silos

Course
en
English
20 h
This content is rated 0 out of 5
Source
  • From www.coursera.org
Conditions
  • Self-paced
  • Free Access
  • Fee-based Certificate
More info
  • 4 Sequences
  • Introductive Level

Their employees are learning daily with Edflex

  • Safran
  • Air France
  • TotalEnergies
  • Generali
Learn more

Course details

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. 

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. 

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.

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?

Prerequisite

None.

Instructors

Alex Slors
Independent Hotel Asset Manager & Development Consultant
Asset Management

Brendan May
COO Livabout

Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality Management
Information systems

Martin Soler
Independent Marketing Consultant

Lennert De Jong
Commercial Director
Citizen Hotels

David Turnbull
Co-Founder and CCO
SnapShot

Editor

The École supérieure des sciences économiques et commerciales (more commonly known as ESSEC Business School or ESSEC) is a leading French business and management school, founded in 1907 as a not-for-profit association (under the French law of 1901), with its main campus in Cergy. It also has branches in La Défense, Rabat and Singapore, which are used in particular for the ESSEC Global BBA and ESSEC Executive MBA programmes.

Founded by Jesuits in response to the creation of HEC Paris, it remained independent of any chamber of commerce and industry for a long time before coming under the control of the Versailles Chamber of Commerce and Industry in 1981, which became the Paris Île-de-France Chamber of Commerce and Industry in 2013. It is a member of the CY Alliance, formerly the Université Paris-Seine.

The ESSEC group offers a wide range of management courses, in particular through its 'Grande École Programme', a post-graduate preparatory course leading to a Master's degree. It also offers a BBA (Bachelor in Business Administration), specialised masters (MS), an MBA and doctorates.

Platform

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California. 

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.

This content is rated 4.5 out of 5
(no review)
This content is rated 4.5 out of 5
(no review)
Complete this resource to write a review