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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/demandmanagement
课程评论：没有评论
课程名称：需求管理：打破当今商业孤岛 课程概述：在未来五年内，酒店行业面临的最大挑战是销售、收入、分销和财务等关键商业领域之间缺乏整合，这将对实现资产价值和最大盈利能力产生负面影响。该课程分为四个关键模块： 1. 资产管理 2. 需求生成 3. 在线营销 4. 收入管理 旨在打破这些商业孤岛，并揭示从长期资产开发到短期利润策略的旅程，以及商业团队如何在整个组织中进行对齐。该课程由SnapShot创建，由经验丰富的行业讲师主持，并结合易于理解的理论和实际练习与模拟。 SnapShot是一家酒店需求管理公司，专注于帮助酒店聚合和利用其数据，提供有用的工具及创新的教育和辅导服务，以帮助酒店做出明智的决策，从而提高利润。 课程大纲： 第1部分：资产管理 描述：在简短介绍和定义资产管理之后，本模块将探讨所谓的“资产管理三角”的关系。我们将通过酒店项目的不同里程碑，从初始计划到退出进行逐步讲解。 第2部分：需求生成 描述：在本模块中，您将了解需求生成的含义，并探索确保您在酒店市场定位、运营盈利能力和长期估值方面实现目标的关键因素。 第3部分：在线营销 描述：营销是使某物被适当的公众所知、渴望和购买的过程。尽管这一点没有改变，但在过去二十年中实现这一目标的手段发生了指数级的变化。随着客户寻找并找到您的酒店，您需要处理分销成本，并通过最盈利的渠道进行销售，以保持健康的利润，同时确保足够的可见性和收入。 第4部分：收入管理 描述：在本模块中，我们将研究收入管理诞生的背景及其帮助酒店和其他类似企业克服的挑战。然后，我们将逐步了解收入管理循环的六个关键步骤，并回答一些问题，比如：我从哪里获取所需的数据？获取数据后该如何处理？我如何预测未来将会发生什么？我可以使用什么样的预测方法？为获得最大收入和利润我需要做出哪些决策？ 本课程为您提供了全面的知识和实践经验，帮助您在酒店行业中脱颖而出。
Part: 1
Title:Asset Management
Description:After a short introduction and definition of asset management, this module will explore the relationship between what we call the "Asset management triangle" actors. We will then walk through the different milestones of a hotel project, from start to finish, from initial plan to exit.
Part: 2
Title:Demand Generation
Description:In this module, you will understand what demand generation means, and explore the key factors that ensure that you can achieve your goals in terms of the hotel's positioning in the market place, the profitability of the operation and its long term valuation.
Part: 3
Title:Online Marketing
Description:Marketing is about making something known, desired and bought by the right public. While this hasn't changed, the means to achieve it has changed exponentially over the last two decades. As the customer searches for and finds your hotel, you will have to deal with the costs of distribution and how to sell through the most profitable channels to keep a healthy bottom line, while ensuring adequate visibility and top line.
Part: 4
Title:Revenue Management
Description:In this module, we will look at what problems Revenue Management was invented to help hotels and other similar business overcome. Then we will go through each of the critical six steps of the Revenue Management Cycle answering such questions along the way as: Where do I get the data I need from? What do I do with the data once I have it? How can I predict what is going to happen in the future? What kind of forecasting method can I use? What decisions do I need to make to get the most revenue and profit?
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.
