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Demand management: Breaking down today’s commercial silos
  • Level Foundation
  • المدة
  • الطبع بواسطة ESSEC Business School
  • Offered by

عن

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.

الوحدات

Welcome!

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Welcome back!
  • Introduction

1 Readings

  • Mooc Glossary

Introduction to Asset Management

    • 2 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 1

2 Videos

  • Introduction
  • The Asset Management Triangle

From Planning to Opening

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 2

3 Videos

  • Development and Planning
  • Types of Management
  • Construction and (Pre)opening

From Operation and Asset Management to Exit

    • 4 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 3

4 Videos

  • Operation and Asset Management
  • Asset Cycle
  • Valuation
  • Exit Strategy

Conclusion

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Module 1 Assessment

2 Videos

  • Conclusion
  • Q&A

1 Readings

  • Complementary Readings

Introduction

    • 1 Videos
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1 Videos

  • Introduction

How to define the hotel product, value proposition and customers

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 1

3 Videos

  • Product Offering
  • Price Value Theory
  • Segmentation

Pricing

    • 2 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz Lesson 2

2 Videos

  • Creating a Pricing Strategy
  • Pricing by Segment

Business mix and distribution

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 3

3 Videos

  • Business Mix
  • Technology and Distribution
  • Cost of Distribution and Acquisition

Conclusion

    • 2 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 2. Assessment

1 Peer Review

  • Understanding the impact of experiential marketing

2 Videos

  • Conclusion
  • Q&A

1 Readings

  • Complementary Readings

Introduction to Online Marketing

    • 1 Videos
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1 Videos

  • Introduction

Rules and Basics of Hotel Marketing

    • 2 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 1

2 Videos

  • The customer journey
  • Make the hotel stand out

Use the Right Channels

    • 5 Videos
    • 1 Assignment
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1 Assignment

  • Practice Lesson 2

5 Videos

  • 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

Measure your Return On Investment

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 3

2 Videos

  • The Net Contribution Approach
  • Advertising Attribution Model

Conclusion

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Module 3. Assessment

1 Videos

  • Q&A

1 Readings

  • Complementary Readings

Introduction

    • 1 Videos
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1 Videos

  • Introduction

Why Revenue Management is important

    • 2 Videos
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2 Videos

  • Why is Revenue Management Important?
  • Revenue Management Bingo

Revenue Management Process: Demand Optimization and Data

    • 2 Videos
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2 Videos

  • Demand Optimization
  • Data Collection and Aggregation

Revenue Management Process: Analysis

    • 3 Videos
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3 Videos

  • Analysis I: Benchmarking
  • Analysis II: Booking Curves
  • Analysis: Forecasting

Decisions & Profit Optimization

    • 2 Videos
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2 Videos

  • Decisions
  • Profit Decision Making

Conclusion

    • 4 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4. Assessment

1 Peer Review

  • Creating a hotel forecast

4 Videos

  • Conclusion
  • Q&A
  • Conclusion
  • Wrap-Up

1 Readings

  • Complementary Readings

Auto Summary

Discover the cutting-edge course "Demand Management: Breaking Down Today’s Commercial Silos," designed for professionals in the hospitality industry. This foundational course addresses the critical challenge of integrating sales, revenue, distribution, and finance disciplines to enhance asset value and maximize profitability. The course is structured into four comprehensive modules: 1. **Asset Management** 2. **Demand Generation** 3. **Digital Marketing** 4. **Demand Optimisation** These modules take learners on a journey from long-term asset development to short-term profit strategies, teaching how commercial teams can achieve better alignment across their organizations. Developed by SnapShot, experts in hotel demand management, the course features insights from experienced industry guest lecturers. It combines accessible theory with practical exercises and simulations, offering a robust learning experience. Hosted on Coursera, the course is available through flexible subscription options—Starter and Professional—making it accessible to a wide range of learners. Whether you're new to the industry or looking to deepen your expertise, this course provides valuable tools and knowledge to drive informed decision-making and profitability in the hospitality sector.

Peter O'Connor
Instructors

Peter O'Connor

Alex Slors
Instructors

Alex Slors

David Turnbull
Instructors

David Turnbull

Brendan May
Instructors

Brendan May

Martin Soler
Instructors

Martin Soler

Lennert De Jong
Instructors

Lennert De Jong