- From www.coursera.org
Demand management: Breaking down today’s commercial silos
- Self-paced
- Free Access
- Fee-based Certificate
- 4 Sequences
- Introductive Level
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
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
L'École supérieure des sciences économiques et commerciales (plus couramment ESSEC Business School ou ESSEC) est une grande école de commerce et de gestion française, de statut associatif à but non lucratif (association loi de 1901) fondée en 1907 et dont le campus principal est situé à Cergy. Elle possède également des implantations à La Défense, Rabat et Singapour, qui servent notamment aux programmes ESSEC Global BBA et ESSEC Executive MBA.
Fondée par des jésuites en réponse à la création de HEC Paris, elle est longtemps restée indépendante de toute chambre de commerce et d'industrie avant de passer en 1981 sous le contrôle de celle de Versailles, devenue la CCI de Paris Île-de-France en 2013. Elle est membre de la CY Alliance, anciennement Université Paris-Seine.
Le groupe ESSEC délivre de nombreuses formations à la gestion et au management, notamment à travers son cursus post-classes préparatoires appelé « Programme Grande École » conférant le grade de master. Elle délivre également un « BBA » (Bachelor in Business Administration), des mastères spécialisés (MS), une maîtrise en administration des affaires (MBA) et des doctorats.
Platform
Coursera - это цифровая компания, предлагающая массовые открытые онлайн-курсы, основанные учителями компьютеров Эндрю Нгом и Стэнфордским университетом Дафни Коллер, расположенные в Маунтин-Вью, штат Калифорния.
Coursera работает с ведущими университетами и организациями, чтобы сделать некоторые из своих курсов доступными в Интернете, и предлагает курсы по многим предметам, включая: физику, инженерию, гуманитарные науки, медицину, биологию, социальные науки, математику, бизнес, информатику, цифровой маркетинг, науку о данных и другие предметы.