Über diesen Kurs
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Englisch

Untertitel: Englisch

Kompetenzen, die Sie erwerben

Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 20 Stunden zum Abschließen

Empfohlen: 4 weeks, 2-4 hours/week...

Englisch

Untertitel: Englisch

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche
1
3 Stunden zum Abschließen

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.

...
9 Videos (Gesamt 36 min), 2 Lektüren, 4 Quiz
9 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
2 Lektüren
Complementary readings10m
Peer Review documents10m
3 praktische Übungen
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 38m
Woche
2
4 Stunden zum Abschließen

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.

...
12 Videos (Gesamt 66 min), 2 Lektüren, 5 Quiz
12 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
2 Lektüren
Complementary readings10m
Peer Review Documents10m
4 praktische Übungen
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 36m
Practice Lesson 44m
Woche
3
4 Stunden zum Abschließen

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.

...
16 Videos (Gesamt 66 min), 1 Lektüre, 5 Quiz
16 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
1 Lektüren
Complementary Readings10m
4 praktische Übungen
Practice Lesson 14m
Practice Lesson 26m
Practice Lesson 34m
Practice lesson 48m
Woche
4
4 Stunden zum Abschließen

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.

...
16 Videos (Gesamt 89 min), 2 Lektüren, 3 Quiz
16 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
2 Lektüren
Complementary readings10m
Peer Review Documents10m
2 praktische Übungen
Practice Lesson 18m
Practice lesson 28m
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ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs

Top reviews from The fundamentals of hotel distribution

von 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

von 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!!!

Dozenten

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Peter O'Connor

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

Professeur
Management

Über 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. ...

Über die Spezialisierung 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

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