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.
Ce cours fait partie de la Spécialisation Gestion hôtelière : gestion de la distribution, des revenus et de la demande
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Spécialisation Gestion hôtelière : gestion de la distribution, des revenus et de la demandeEcole de commerce ESSEC À propos de ce cours
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Approx. 11 heures pour terminer
Anglais
Sous-titres : Français, Portugais (européen), Russe, Anglais, Espagnol
Compétences que vous acquerrez
- Pricing
- Revenue Management
- Forecasting
- Segmentation Analysis
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Approx. 11 heures pour terminer
Anglais
Sous-titres : Français, Portugais (européen), Russe, Anglais, Espagnol
Offert par
Ecole de commerce ESSEC
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.
Programme de cours : ce que vous apprendrez dans ce cours
3 heures pour terminer
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.
3 heures pour terminer
11 vidéos (Total 52 min), 4 lectures, 3 quiz
2 heures pour terminer
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.
2 heures pour terminer
9 vidéos (Total 57 min), 2 lectures, 2 quiz
3 heures pour terminer
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.
3 heures pour terminer
11 vidéos (Total 55 min), 3 lectures, 3 quiz
3 heures pour terminer
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.
3 heures pour terminer
7 vidéos (Total 54 min), 3 lectures, 3 quiz
Avis
- 5 stars70,24 %
- 4 stars21,36 %
- 3 stars5,63 %
- 2 stars1,38 %
- 1 star1,38 %
Meilleurs avis pour THE FUNDAMENTALS OF REVENUE MANAGEMENT: THE CORNERSTONE OF REVENUE STRATEGY
par JT1 août 2019
I'd like more practice questions throughout the coursing understanding when it makes sense to Yield or lower rates. The final quiz was complicated to understand.
par WA23 janv. 2020
Very good. Just a few minor draw backs, most of the online complimentary links for reading and videos are not working or require you to sign in to a third party account.
par TP7 juil. 2019
It has been a great learning experience. Learnt a lot of new things. Thank you Coursera, Essec Business School and Duetto for guiding me.
Have a wonderful day ahead!
par T23 avr. 2021
Overall pretty clear and very informative. However a lot of the extra reading materials were links that no longer work. Otherwise, very concise introduction to this topic.
À propos du Spécialisation Gestion hôtelière : gestion de la distribution, des revenus et de la demande
Market hospitality services, manage demand, and optimize revenue.
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