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.
提供方
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
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
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 2 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9 小時
英語（English）
字幕：英語（English）
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
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 2 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9 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 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
來自营收管理基础：营收策略的基石的熱門評論
由 YZ 提供2017年7月31日
very useful and rich with it content , the complimentary reading is awesome and indeed needed the final exam is a bit hard , i do recommend it for people who are seeking knowledge in RM
由 ES 提供2017年11月25日
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2019年11月14日
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 PB 提供2020年4月13日
I would recommend that people take this series of courses, I definitely learned quite a bit from it, even though I have worked in the tourism industry for 20 plus years.
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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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
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