About this course: In this case study based exercise, you will apply the knowledge you have gained about distribution, revenue and demand management to a ‘real’ world case – Hotel “De l'étoile” - a prestigious upmarket internationally branded property in Paris that to the outside world seems to be doing well but is in fact unprofitable for its owner. Actual data of the distribution performance, revenue management tactics, financial situation will be provided by the hotel partner. In addition detailed information about the hotel’s competitive environment will be provided by several industry partners. Video interviews with senior managers from the property will be used to supplement written material to create a more real world experience. As the new Director of Business Development hired to help the hotel decide how to proceed, you will evaluate the hotel’s current policies and performance, making recommendations for improvements and and plan how best to implement them.
Created by: ESSEC Business School
Taught by: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
| Basic Info | Course 4 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization |
| Commitment | 4 weeks of study, 2-4 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Situational analysis
In the module we will examine the very interesting case of Hotel de l’Etoile, a family owned, internationally branded, 300-bedroom hotel in the heart of Paris France. Although outwardly very successful, the property is struggling with profitability - something that owner Greg Sayer feels might be connected with its distribution, revenue management and demand management strategy....More information will be released progressively as you complete the assignments. Please, see the "Resources" tab of the videos unlocked after you will have done our peer assessment.
6 videos, 5 readings
- Video: Introduction to the capstone project: Peter O'Connor
- Video: Situational Analysis: Peter O'Connor
- Video: First Interview with Greg Sayer, Owner of the hotel
- Video: Interview with Gabriella Bidewell, General Manager
- Video: Discussion between Sally Smith and Fred Adam, Revenue Mangers
- Reading: Hotel de l'étoile income statement
- Reading: Hotel de l'étoile Distribution Report
- Reading: Hotel de l'Etoile market segmentation report
- Reading: Smith Travel Research Report: Trend report
- Reading: Hotel location map
- Video: Set up by Peter O'Connor and reaction from the owner of the hotel about this analysis
Graded: Analysis of the situation
WEEK 2
Questionning the brand?
Having completed your analysis, you should make a clear recommendation as to what the owners should do with regard to the brand in order to improve performance.
1 video
- Video: Reaction of the owner about your analysis of the brand and presentation of the possible options by Peter O'Connor
Graded: Questioning the brand?
WEEK 3
Recommendations to the board Family
Having completed your analysis and had feedback from your peers, it’s now time to make your recommendation as to what the hotel should actually do.
1 video
- Video: Implement your idea operationally:Peter O'Connor
Graded: Recommendation: pitch to the board of directors
WEEK 4
Implementation of the strategy
Assuming that the board approves your recommendation, and having had feedback from your peer, you next need to assess the operational implications of implementing your strategy.
1 video
- Video: 11. Wrap up: Peter O'Connor
Graded: Implementing your recommendation(s)
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Purchase Course | Audit | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Available | Not available |
| Receive a final grade | Available | Not available |
| Earn a shareable Course Certificate | Available | Not available |
Ratings and Reviews
Excellent Course...
Not that many people gave helpful feedback to me about my project, but I would still recommend this course.
real deal
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I have learned so much through this Capstone project. How to apply the RM in a hotel scenario from concept to analyzing to implementation. Thank you Coursera for this wonderful learning platform.