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.
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酒店管理：分销、营收和需求管理 專項課程ESSEC商学院課程信息
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學生職業成果
33%
完成這些課程後已開始新的職業生涯
33%
通過此課程獲得實實在在的工作福利
14%
加薪或升職
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完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 4 門）
可靈活調整截止日期
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完成時間大約為14 小時
英語（English）
字幕：英語（English）
您將獲得的技能
Revenue ManagementForecastingDemand ManagementAsset Management
學生職業成果
33%
完成這些課程後已開始新的職業生涯
33%
通過此課程獲得實實在在的工作福利
14%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 4 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為14 小時
英語（English）
字幕：英語（English）
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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 3 小時
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.
完成時間為 3 小時
13 個視頻 （總計 64 分鐘）, 2 個閱讀材料, 4 個測驗
13 個視頻
Introduction7分鐘
Introduction2分鐘
The Asset Management Triangle4分鐘
Development and Planning5分鐘
Types of Management8分鐘
Construction and (Pre)opening4分鐘
Operation and Asset Management3分鐘
Asset Cycle5分鐘
Valuation6分鐘
Exit Strategy3分鐘
Conclusion3分鐘
Q&A3分鐘
2 個閱讀材料
Mooc Glossary10分鐘
Complementary Readings10分鐘
4 個練習
Practice Lesson 130分鐘
Practice Lesson 230分鐘
Practice Lesson 330分鐘
Module 1 Assessment30分鐘
完成時間為 4 小時
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.
完成時間為 4 小時
11 個視頻 （總計 74 分鐘）, 1 個閱讀材料, 5 個測驗
11 個視頻
Introduction5分鐘
Product Offering6分鐘
Price Value Theory9分鐘
Segmentation10分鐘
Creating a Pricing Strategy7分鐘
Pricing by Segment7分鐘
Business Mix7分鐘
Technology and Distribution7分鐘
Cost of Distribution and Acquisition6分鐘
Conclusion2分鐘
Q&A4分鐘
1 個閱讀材料
Complementary Readings10分鐘
4 個練習
Practice Lesson 130分鐘
Practice Quiz Lesson 230分鐘
Practice Lesson 330分鐘
Module 2. Assessment30分鐘
完成時間為 3 小時
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.
完成時間為 3 小時
11 個視頻 （總計 58 分鐘）, 1 個閱讀材料, 4 個測驗
11 個視頻
Introduction2分鐘
The customer journey6分鐘
Make the hotel stand out5分鐘
Capture the visitors on your website6分鐘
Emotion3分鐘
Navigation and Reviews7分鐘
Third party and intermediary optimization: OTAs9分鐘
Third party and intermediary optimization: other channels of distribution3分鐘
The Net Contribution Approach6分鐘
Advertising Attribution Model3分鐘
Q&A3分鐘
1 個閱讀材料
Complementary Readings10分鐘
4 個練習
Practice Lesson 130分鐘
Practice Lesson 230分鐘
Practice Lesson 330分鐘
Module 3. Assessment30分鐘
完成時間為 3 小時
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?
完成時間為 3 小時
14 個視頻 （總計 73 分鐘）, 1 個閱讀材料, 2 個測驗
14 個視頻
Introduction3分鐘
Why is Revenue Management Important?8分鐘
Revenue Management Bingo7分鐘
Demand Optimization4分鐘
Data Collection and Aggregation8分鐘
Analysis I: Benchmarking8分鐘
Analysis II: Booking Curves2分鐘
Analysis: Forecasting7分鐘
Decisions8分鐘
Profit Decision Making4分鐘
Conclusion1分鐘
Q&A3分鐘
Conclusion2分鐘
Wrap-Up2分鐘
1 個閱讀材料
Complementary Readings10分鐘
1 個練習
Module 4. Assessment30分鐘
審閱
來自需求管理：分解当今商业世界的孤岛的熱門評論
由 CG 提供2016年2月14日
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.\n\nThanks.
由 YT 提供2018年2月22日
Great lessons and only thing is questions in review should be explanation for being wrong or right
由 CR 提供2015年12月15日
Absolutely brilliant course with a variety of speakers from different backgrounds - loved it!
由 DR 提供2019年4月2日
Great Content ! It is a course to enjoy and consume in a slow pace. A lot to learn !~
關於 酒店管理：分销、营收和需求管理 專項課程
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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