ESSEC Business School - France - Demand management: Breaking down today's commercial silos
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Demand management: Breaking down today's commercial silos at Coursera Overview
Duration | 14 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Demand management: Breaking down today's commercial silos at Coursera Highlights
- 33% started a new career after completing these courses.
- Earn a shareable certificate upon completion.
- Flexible deadlines according to your schedule.
Demand management: Breaking down today's commercial silos at Coursera Course details
- 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.
- This course, spread over 4 key modules:
- Asset Management
- Demand Generation
- Digital Marketing
- Demand Optimisation
- aims to break down these commercial silos and reveal the journey from long-term asset development through to short-term profit tactics and how commercial teams can align themselves throughout the organisation.
- Created by SnapShot, this course is hosted by a group of experienced Industry guest lecturers in their fields of expertise and includes an ideal mix of accessible theory and practical exercises and simulations.
- SnapShot is a Hotel Demand Management company that specializes in helping hotels aggregate and use their data. We provide useful tools as well as innovative education and coaching services to empower hotels to take informed decisions in managing their demand to increase profits.
Demand management: Breaking down today's commercial silos at Coursera Curriculum
Asset Management
Welcome back!
Introduction
Introduction
The Asset Management Triangle
Development and Planning
Types of Management
Construction and (Pre)opening
Operation and Asset Management
Asset Cycle
Valuation
Exit Strategy
Conclusion
Q&A
Mooc Glossary
Complementary Readings
Practice Lesson 1
Practice Lesson 2
Practice Lesson 3
Module 1 Assessment
Demand Generation
Introduction
Product Offering
Price Value Theory
Segmentation
Creating a Pricing Strategy
Pricing by Segment
Business Mix
Technology and Distribution
Cost of Distribution and Acquisition
Conclusion
Q&A
Complementary Readings
Practice Lesson 1
Practice Quiz Lesson 2
Practice Lesson 3
Module 2. Assessment
Online Marketing
Introduction
The customer journey
Make the hotel stand out
Capture the visitors on your website
Emotion
Navigation and Reviews
Third party and intermediary optimization: OTAs
Third party and intermediary optimization: other channels of distribution
The Net Contribution Approach
Advertising Attribution Model
Q&A
Complementary Readings
Practice Lesson 1
Practice Lesson 2
Practice Lesson 3
Module 3. Assessment
Revenue Management
Introduction
Why is Revenue Management Important?
Revenue Management Bingo
Demand Optimization
Data Collection and Aggregation
Analysis I: Benchmarking
Analysis II: Booking Curves
Analysis: Forecasting
Decisions
Profit Decision Making
Conclusion
Q&A
Conclusion
Wrap-Up
Complementary Readings
Module 4. Assessment
Demand management: Breaking down today's commercial silos at Coursera Admission Process
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