With a fixed capacity, a highly disposable product and high fixed costs, hotels are a natural candidate for the application of revenue management. Originally developed by the airlines in the 1970s, these analytics-based techniques help predict consumer behavior at the hotel’s market level so that the hotel can sell each room each night at the optimum price.
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完成這些課程後已開始新的職業生涯
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您將獲得的技能
PricingRevenue ManagementForecastingSegmentation Analysis
學生職業成果
27%
完成這些課程後已開始新的職業生涯
41%
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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第 2 門課程（共 4 門）
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完成時間大約為10 小時
建議：7 hours/week
英語（English）
字幕：英語（English）
教學大綱 - 您將從這門課程中學到什麼
完成時間為 2 小時
Getting Started with Revenue Management
Welcome! In this first module, you will understand what revenue management is, why it’s important, simple steps to get started, how revenue management can increase profit through booking curve management and how effective yielding can improve a hotel’s profits. Moving forward, we’ll share best practices and better prepare you for today’s complex digital age.
完成時間為 2 小時
11 個視頻 （總計 52 分鐘）, 4 個閱讀材料, 3 個測驗
11 個視頻
Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy3分鐘
EDC and the importance of Revenue Management2分鐘
History of Revenue Management4分鐘
Shift in consumer behavior6分鐘
Overview of Revenue Management3分鐘
Introduction to Segmentation5分鐘
Introduction to Forecasting and Budgeting5分鐘
Introduction to Pricing6分鐘
How Revenue Management can increase Bottom line6分鐘
Effective Yielding5分鐘
4 個閱讀材料
Complementary Readings10分鐘
Complementary Reading10分鐘
Complementary Readings10分鐘
Complementary Readings10分鐘
3 個練習
Practice Lesson 120分鐘
Practice Lesson 220分鐘
Practice Lesson 310分鐘
完成時間為 2 小時
Introduction to Segmentation
In this second module we will discuss segmentation 101, four things to consider while determining segmentation, as well as our best practices in regards to working with properties who need to go through a re-segmentation exercise, and presenting you with some key takeaways.
完成時間為 2 小時
9 個視頻 （總計 57 分鐘）, 2 個閱讀材料, 2 個測驗
9 個視頻
What is Segmentation?6分鐘
Evolution in Segmentation17分鐘
Evolution in Segmentation26分鐘
Types of Segmentation6分鐘
Strategic Segmentation11分鐘
Considerations of Determining Segmentation8分鐘
Re-segmentation Process5分鐘
Industry Best Practices2分鐘
2 個閱讀材料
Complementary Reading10分鐘
Complementary Readings10分鐘
2 個練習
Practice Lesson 116分鐘
Practice lesson 220分鐘
完成時間為 2 小時
Introduction to Forecasting & Budgeting
In this third module, you will have an overview of forecasting and its basic terminology, explore forecasting goals, trends and tools, and understand how to link forecasting and budgeting together.
完成時間為 2 小時
11 個視頻 （總計 55 分鐘）, 3 個閱讀材料, 3 個測驗
11 個視頻
Basic terminology8分鐘
What is Forecasting?3分鐘
Why Forecast?4分鐘
Start with Reservation and Market Data5分鐘
Competitor Pricing & Online Review Data5分鐘
Air Traffic and Weather Data4分鐘
Revenue System vs Excel4分鐘
Evaluating Forecast accuracy5分鐘
Budgeting3分鐘
Best Practices3分鐘
3 個閱讀材料
Complementary Readings and Videos10分鐘
Complementary Readings and Videos10分鐘
Complementary Readings and Videos10分鐘
3 個練習
Practice lesson 118分鐘
Practice lesson 216分鐘
Practice lesson 316分鐘
完成時間為 3 小時
Introduction to Pricing
This last module should help tie together concepts from the previous three modules to give you a practical understanding of the fundamentals of revenue management. You will understand why pricing is important, the difference between common pricing strategies, and what are the 7 most common pricing mistakes. After that we will revisit the topic of Big Data, automated systems, and system connectivity as it and discuss best practices for pricing.
完成時間為 3 小時
7 個視頻 （總計 54 分鐘）, 3 個閱讀材料, 3 個測驗
7 個視頻
Hotel Pricing Strategies9分鐘
How to increase Rates6分鐘
Seven most common Pricing mistakes5分鐘
BAR vs Open Pricing11分鐘
Revenue Strategy: key to optimizing profit9分鐘
Conclusion2分鐘
3 個閱讀材料
Complementary Readings and Videos10分鐘
Complementary Readings and Videos10分鐘
If you want to go further...10分鐘
3 個練習
Practice lesson 122分鐘
Practice lesson 216分鐘
Final Exam30分鐘
審閱
4.6
來自营收管理基础：营收策略的基石的熱門評論
由 YZ 提供Jul 31, 2017
very useful and rich with it content , the complimentary reading is awesome and indeed needed\n\nthe final exam is a bit hard , i do recommend it for people who are seeking knowledge in RM
由 ES 提供Nov 25, 2017
I value specifically the repetition of concepts across videos and readings - it meant it really solidified the learning and knowledge so that I now can confidently apply it.
由 PG 提供Nov 14, 2019
This is a good course for someone (like myself) to take if they do not have a revenue management background. I wish I could've taken this when I first got here in January!
由 WA 提供Jan 23, 2020
Very good. Just a few minor draw backs, most of the online complimentary links for reading and videos are not working or require you to sign in to a third party account.
由 TP 提供Jul 7, 2019
It has been a great learning experience. Learnt a lot of new things. Thank you Coursera, Essec Business School and Duetto for guiding me.\n\nHave a wonderful day ahead!
由 JT 提供Aug 1, 2019
I'd like more practice questions throughout the coursing understanding when it makes sense to Yield or lower rates. The final quiz was complicated to understand.
由 TM 提供Mar 22, 2018
Being new to the Hospitality industry and revenue management, I learned a lot of new concepts. It is a very good course without lengthy assignments.
由 MV 提供Aug 20, 2017
I learned so much in this course, and I love I have places to go to find more resources and literature about subjects that interest me.
由 GB 提供Dec 4, 2015
Last lessons were a bit repetetives. I suggest to introduce more real case studies or revenue strategy building process simulation.
由 LL 提供Nov 7, 2019
This course provided fundamental information about revenue management. It was very helpful! And I can relate to my job at a hotel.
由 JS 提供Nov 18, 2016
Excellent course. Very interesting, and well taught. Good supplemental graphics. I wish all courses were like ESSEC's courses.
由 JC 提供Jun 8, 2017
Good for fundamental level.\n\nBut the exam is a bit difficult as there was no similar examples in the course.
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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.
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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