Acerca de este Curso
4.7
487 calificaciones
105 revisiones
100 % en línea

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Horas para completar

Aprox. 20 horas para completar

Sugerido: 4 weeks, 2-4 hours/week...
Idiomas disponibles

Inglés (English)

Subtítulos: Inglés (English)

Habilidades que obtendrás

Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
100 % en línea

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Horas para completar

Aprox. 20 horas para completar

Sugerido: 4 weeks, 2-4 hours/week...
Idiomas disponibles

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
Horas para completar
3 horas para completar

Setting the scene

The hotel business has evolved from its early days to today. Through this evolution, it has become increasingly specialized. This module introduces the business models, strategies for growth, levels of competition and biggest changes and challenges hotels have to face today....
Reading
9 videos (Total 36 minutos), 2 readings, 4 quizzes
Video9 videos
Historical evolution3m
The hotel business value chain4m
Franchise and Management agreements4m
Growth and the value of branded hotel chains4m
Hotels as economic units6m
Introduction to revenue management5m
Trends and challenges2m
Wrap-up and conclusion2m
Reading2 lecturas
Complementary readings10m
Peer Review documents10m
Quiz3 ejercicios de práctica
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 38m
Semana
2
Horas para completar
4 horas para completar

A deep dive into hotel distribution

After a rapid introduction of key pieces of terminology and technology, this module will examine in details the components of online distribution today, and focus on how to make the most of an increasingly complex distribution system....
Reading
12 videos (Total 66 minutos), 2 readings, 5 quizzes
Video12 videos
The origins of hotel distribution4m
The web revolution6m
Working with the OTAs5m
OTA Business Model7m
The brand.com site3m
The forgotten majority: traditional channels3m
The distribution cost puzzle3m
The true cost of brand.com6m
The price parity paradox5m
Magnificent Meta-Search7m
Disruption in the market place?8m
Reading2 lecturas
Complementary readings10m
Peer Review Documents10m
Quiz4 ejercicios de práctica
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 36m
Practice Lesson 44m
Semana
3
Horas para completar
4 horas para completar

Direct distribution: the key to hotel success

Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques....
Reading
16 videos (Total 66 minutos), 1 reading, 5 quizzes
Video16 videos
Deciding what you want2m
Registering your domain name3m
Content5m
What is good hotel content?4m
Creating your web pages5m
Selecting a good hosting solution5m
Introduction to online marketing2m
Organic search engine marketing4m
Paid search engine marketing3m
Email Marketing4m
Display Advertising4m
Affiliate marketing2m
Social Media Marketing1m
Using Analytics for customer insight5m
Wrap-up and conclusion3m
Reading1 lectura
Complementary Readings10m
Quiz4 ejercicios de práctica
Practice Lesson 14m
Practice Lesson 26m
Practice Lesson 34m
Practice lesson 48m
Semana
4
Horas para completar
4 horas para completar

How to manage your OTA

In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential. ...
Reading
16 videos (Total 89 minutos), 2 readings, 3 quizzes
Video16 videos
Why OTA's?2m
Reach5m
The Billboard Effect7m
Pay-per-Performance1m
Reactivity2m
Market Information2m
Introduction1m
Photos3m
Content2m
User Reviews5m
Competitive Rates2m
Manage Availability2m
How should a hotel work with Expedia?25m
How should a hotel work with Booking.com?11m
Conclusion3m
Reading2 lecturas
Complementary readings10m
Peer Review Documents10m
Quiz2 ejercicios de práctica
Practice Lesson 18m
Practice lesson 28m
4.7
105 revisionesChevron Right

Principales revisiones

por IMSep 7th 2016

I like it and I did never imagined the abundance of its content based on today's market.\n\nReally the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera

por LDJan 7th 2018

Very well done, these teachers and other important figures involved in the course are sharing extensive knowledges and they are teaching very clearly making the topic easy to comprehend, BRAVO!!!

Instructores

Avatar

Peter O'Connor

Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Avatar

Nicolas Graf

Professeur
Management

Acerca de ESSEC Business School

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. ...

Acerca del programa especializado Hotel Management: Distribution, Revenue and Demand Management

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....
Hotel Management: Distribution, Revenue and Demand Management

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

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