In this case study based exercise, you will apply the knowledge you have gained about distribution, revenue and demand management to a ‘real’ world case – Hotel “De l'étoile” - a prestigious upmarket internationally branded property in Paris that to the outside world seems to be doing well but is in fact unprofitable for its owner.
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課程信息
3,807 次近期查看
學生職業成果
33%
完成這些課程後已開始新的職業生涯
25%
通過此課程獲得實實在在的工作福利
學生職業成果
33%
完成這些課程後已開始新的職業生涯
25%
通過此課程獲得實實在在的工作福利
100% 在線
立即開始，按照自己的計劃學習。
第 4 門課程（共 4 門）
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完成時間大約為9 小時
英語（English）
字幕：英語（English）
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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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 3 小時
Situational analysis
In the module we will examine the very interesting case of Hotel de l’Etoile, a family owned, internationally branded, 300-bedroom hotel in the heart of Paris France. Although outwardly very successful, the property is struggling with profitability - something that owner Greg Sayer feels might be connected with its distribution, revenue management and demand management strategy....More information will be released progressively as you complete the assignments. Please, see the "Resources" tab of the videos unlocked after you will have done our peer assessment.
完成時間為 3 小時
6 個視頻 （總計 22 分鐘）, 5 個閱讀材料, 1 個測驗
6 個視頻
Situational Analysis: Peter O'Connor3分鐘
First Interview with Greg Sayer, Owner of the hotel3分鐘
Interview with Gabriella Bidewell, General Manager6分鐘
Discussion between Sally Smith and Fred Adam, Revenue Mangers3分鐘
Set up by Peter O'Connor and reaction from the owner of the hotel about this analysis3分鐘
5 個閱讀材料
Hotel de l'étoile income statement10分鐘
Hotel de l'étoile Distribution Report10分鐘
Hotel de l'Etoile market segmentation report10分鐘
Smith Travel Research Report: Trend report10分鐘
Hotel location map10分鐘
完成時間為 2 小時
Questionning the brand?
Having completed your analysis, you should make a clear recommendation as to what the owners should do with regard to the brand in order to improve performance.
完成時間為 2 小時
1 個視頻 （總計 4 分鐘）
完成時間為 2 小時
Recommendations to the board Family
Having completed your analysis and had feedback from your peers, it’s now time to make your recommendation as to what the hotel should actually do.
完成時間為 2 小時
1 個視頻 （總計 1 分鐘）
完成時間為 2 小時
Implementation of the strategy
Assuming that the board approves your recommendation, and having had feedback from your peer, you next need to assess the operational implications of implementing your strategy.
完成時間為 2 小時
1 個視頻 （總計 2 分鐘）
1 個視頻
審閱
4.5
來自HÔTEL “DE L'ÉTOILE” - A HOTEL IN CRISIS? 的熱門評論
由 DK 提供Oct 17, 2017
I have learned so much through this Capstone project. How to apply the RM in a hotel scenario from concept to analyzing to implementation. Thank you Coursera for this wonderful learning platform.
由 DR 提供Jun 18, 2019
Good introduction and interesting practical exercises during the last week. A lot of good content, lot of work and good reward at the end!
由 CG 提供Jul 3, 2017
Not that many people gave helpful feedback to me about my project, but I would still recommend this course.
由 EM 提供Aug 16, 2016
Wonderful course & specialization - I learnt a lot !
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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