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

About

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.

Modules

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
Show info about module content

1 Assignment

  • Practice Lesson 1

2 Videos

  • Introduction
  • The Asset Management Triangle

From Planning to Opening

    • 3 Videos
    • 1 Assignment
Show info about module content

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
Show info about module content

1 Assignment

  • Practice Lesson 3

4 Videos

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

Conclusion

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

1 Assignment

  • Module 1 Assessment

2 Videos

  • Conclusion
  • Q&A

1 Readings

  • Complementary Readings

Introduction

    • 1 Videos
Show info about module content

1 Videos

  • Introduction

How to define the hotel product, value proposition and customers

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

3 Videos

  • Product Offering
  • Price Value Theory
  • Segmentation

Pricing

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz Lesson 2

2 Videos

  • Creating a Pricing Strategy
  • Pricing by Segment

Business mix and distribution

    • 3 Videos
    • 1 Assignment
Show info about module content

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
Show info about module content

1 Videos

  • Introduction

Rules and Basics of Hotel Marketing

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

2 Videos

  • The customer journey
  • Make the hotel stand out

Use the Right Channels

    • 5 Videos
    • 1 Assignment
Show info about module content

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
Show info about module content

1 Assignment

  • Module 3. Assessment

1 Videos

  • Q&A

1 Readings

  • Complementary Readings

Introduction

    • 1 Videos
Show info about module content

1 Videos

  • Introduction

Why Revenue Management is important

    • 2 Videos
Show info about module content

2 Videos

  • Why is Revenue Management Important?
  • Revenue Management Bingo

Revenue Management Process: Demand Optimization and Data

    • 2 Videos
Show info about module content

2 Videos

  • Demand Optimization
  • Data Collection and Aggregation

Revenue Management Process: Analysis

    • 3 Videos
Show info about module content

3 Videos

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

Decisions & Profit Optimization

    • 2 Videos
Show info about module content

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
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