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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/fundamentals-of-revenue-management
课程评论：没有评论
课程名称：营收管理基础：营收战略的基石 课程概述：酒店因其固定的容量、高度可变的产品和高固定成本，成为营收管理应用的自然选择。营收管理最早由1970年代的航空公司发展而来，这些基于分析的技术有助于预测酒店市场层面的消费者行为，使酒店能够在每晚以最佳价格出售每个房间。随着现代收购成本的上升和分销复杂性的增加，营收管理技术被越来越多的小型和大型酒店公司采纳，使得对细分市场、预测和定价的全面理解成为当今酒店行业专业人士的必备技能。本课程旨在提供对营收管理基础的核心理解，并将其与更大范围的营收战略联系起来，结构上将深入探讨营收管理的相关内容。 本课程与Duetto联合创建，由一群在全球各地拥有理论和实战经验的营收管理领导者主讲。完成课程后，学员应能掌握行业最佳实践，这些实践可以适用于酒店行业的广泛多样性，帮助优化利润。Duetto为全球领先的酒店和赌场提供强大的营收战略解决方案，结合无与伦比的专业知识和世界级的云技术。 课程大纲： 1. 开始营收管理 - 本模块介绍了营收管理的定义、重要性、基本步骤、如何通过管理预订曲线提高利润，以及有效收益管理如何改善酒店利润，并分享最佳实践以应对当今复杂的数字时代。 2. 入门细分市场 - 在本模块中，我们将讨论细分市场的基础知识、确定细分市场时需考虑的四个要点，及对需要进行细分调整的酒店的最佳实践和关键要点。 3. 预测与预算基础 - 本模块将概览预测及其基本术语，探讨预测目标、趋势和工具，并理解如何将预测与预算联结。 4. 定价入门 - 最后一个模块将整合前三个模块的概念，帮助学员实用理解营收管理的基础。您将了解到定价的重要性、常见定价策略之间的区别，以及七个常见的定价错误。随后，我们将重温大数据、自动化系统和系统连接的主题，并讨论定价的最佳实践。 通过本课程的学习，学员将能够更好地应用营收管理概念，以应对酒店行业的挑战，提升整体营收策略。
Name:Getting Started with Revenue Management
Description: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.
Name:Introduction to Segmentation
Description: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.
Name:Introduction to Forecasting & Budgeting
Description: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.
Name:Introduction to Pricing
Description: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.
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. With modern-day rising acquisition costs and distribution complexities, revenue management techniques have increasingly been adopted by both small and large hotel companies, making a comprehensive understanding of segmentation, forecasting and pricing an essential requirement for today’s hospitality professionals. The purpose of this course is to provide a core understanding of the fundamentals of revenue management, which ties into the larger picture of revenue strategy. The course is structured to provide an insightful look into Revenue Management. Created in conjunction with Duetto, this course is hosted by a group of revenue management leaders in both theory and with hands-on experience at properties around the world. Upon completion of the course students should be empowered with industry best practices, which can be applied across the vast diversification the hotel industry to empower those to optimize profits. Duetto delivers powerful revenue strategy solutions to the world’s leading hotels and casinos, combining unparalleled expertise with world-class cloud-based technology. Acknowledgement: Bela Nagy, Agnes Roquefort , Jonathon Liu, Frederic Toitot, Pierrick La Masne, Markus Keller - ACCOR Simone Truscello - ACE HOTELS. Richard Valtr - MEWS SYSTEM. Jean-Luc Chrétien - FAST BOOKING. Jeannette Ho - FAIRMONT RAFFLES HOTELS & RESORTS. Chinmai Sharma - TAJ HOTEL & RESORTS. Cindy Estis Green - KALIBRI LABS. Jason Thielbar - RED LION. Christopher Cooper - ROCCO FORTE. Rom Hendler - SANDS. Rafi Rejerano - AB Hotels. Riko Van Santen - KEMPINKI HOTELS & RESORTS. Vinod Sukhija - BANYAN TREE HOTELS & RESORTS. Olivier Flement - WALT DISNEY COMPANY. Cidalia Pinto Coehlo - LOUVRE HOTELS. Trevor Stuart-Hill - REVENUE MATTERS. Vincent Cusma, Marco Benvenuti, Eric Stoessel, Gayle Ehrean, Nevin Reed - DUETTO. Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (IMAGE-IN), Gregory Halidy (TRIPLAY)
