Demand management: Breaking down today’s commercial silos from Coursera

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.

What's inside

Syllabus

Asset Management

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.

Demand Generation

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.

Online Marketing

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.

Revenue Management

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?

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills for revenue managers, helping learners increase hotel revenue and profit

Taught by industry guest lecturers in their fields of expertise

Covers hotel demand management and revenue optimization from start to finish

Ideal for those looking to improve their understanding of hotel revenue management and profit optimization

Requires some experience in the hospitality industry to get the most out of the course

Reviews summary

Adequate learning experience

Learners say that Demand management: Breaking down today’s commercial silos offers good lessons; however, it could benefit from providing better explanations for answering review questions accurately.

Engaging and informative

"Great lessons"

Lack of explanations for incorrect answers

"only thing is questions in review should be explanation for being wrong or right"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Demand management: Breaking down today’s commercial silos with these activities:

Review Basic Financial Analysis Techniques

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Revisit basic financial analysis techniques to strengthen understanding of financial performance and decision-making.

Browse courses on Financial Analysis

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Review key financial ratios and their interpretation.
Practice analyzing financial statements.

Hotel Industry Data Repository

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Compile relevant data, research, and resources on the hotel industry to enhance knowledge and support decision-making.

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Identify credible sources of industry data.
Gather and organize data on hotel market trends, performance metrics, and best practices.
Create a central repository for easy access and reference.

Hotel Revenue Management Software Tutorial

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Enhance understanding of revenue management concepts by following guided tutorials on using industry-leading software.

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Explore the key features and functionality of the software.
Practice using the software to perform revenue management tasks.

Four other activities

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Hotel Asset Management Simulation

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Engage in simulation exercises to reinforce asset management knowledge and decision-making skills.

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Analyze the hotel market and competitive landscape.
Develop a financial model and investment plan.
Make investment and development decisions.
Monitor performance and make adjustments as needed.

Demand Generation and Distribution Strategies Discussion

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Engage in discussions to share and evaluate demand generation and distribution strategies in the hotel industry.

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Identify different demand generation and distribution channels.
Discuss their advantages and disadvantages.
Share case studies and best practices.

Digital Marketing Campaign Case Study

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Develop a comprehensive case study on a successful digital marketing campaign for a hotel.

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Identify successful digital marketing case studies in the hotel industry.
Analyze the campaign's objectives, target audience, and strategies.
Evaluate the campaign's performance and results.
Create a comprehensive case study report.

Revenue Management Forecasting Model

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Build a forecasting model to predict hotel demand and optimize revenue.

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Gather historical data on hotel demand and revenue.
Choose appropriate forecasting methods and build a model.
Validate the model and make adjustments as needed.
Use the model to forecast future demand and optimize pricing.

Career center

Learners who complete Demand management: Breaking down today’s commercial silos will develop knowledge and skills that may be useful to these careers:

Hotel Revenue Manager

As a Hotel Revenue Manager, you will be responsible for maximizing revenue for a hotel by forecasting demand, setting room rates, and managing inventory. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Hotel Revenue Manager

Hotel General Manager

As a Hotel General Manager, you will be responsible for the overall operation of a hotel, including overseeing all aspects of the hotel's business, such as asset management, demand generation, online marketing, and revenue management. This course can provide you with the knowledge and skills you need to succeed in this role.

See salaries and explore the career path for Hotel General Manager

Hospitality Management Consultant

As a Hospitality Management Consultant, you will help hotels and other hospitality businesses improve their operations and profitability. This course can help prepare you for this role by providing you with a comprehensive understanding of the hospitality industry, including asset management, demand generation, online marketing, and revenue management.

See salaries and explore the career path for Hospitality Management Consultant

Director of Sales and Marketing

As a Director of Sales and Marketing for a hotel, you will be responsible for developing and implementing sales and marketing strategies to generate demand for the hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Director of Sales and Marketing

Asset Manager

As an Asset Manager in the hospitality industry, you will be responsible for managing the financial and physical assets of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Asset Manager

Financial Analyst

As a Financial Analyst in the hospitality industry, you will be responsible for analyzing the financial performance of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Financial Analyst

Digital Marketing Manager

As a Digital Marketing Manager in the hospitality industry, you will be responsible for developing and executing digital marketing campaigns to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Digital Marketing Manager

Business Development Manager

As a Business Development Manager in the hospitality industry, you will be responsible for developing and executing business development strategies to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Business Development Manager

Sales Manager

As a Sales Manager in the hospitality industry, you will be responsible for developing and executing sales strategies to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Sales Manager

Operations Manager

As an Operations Manager in the hospitality industry, you will be responsible for the day-to-day operations of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

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Consultant

As a Consultant in the hospitality industry, you will be responsible for providing advice and guidance to hotels on a variety of topics, such as asset management, demand generation, online marketing, and revenue management. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Consultant

Marketing Manager

As a Marketing Manager in the hospitality industry, you will be responsible for developing and executing marketing campaigns to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Marketing Manager

Investment Banker

As an Investment Banker in the hospitality industry, you will be responsible for advising clients on mergers and acquisitions, capital raising, and other financial transactions. This course can provide you with the skills and knowledge you need to succeed in this role.

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Project Manager

As a Project Manager in the hospitality industry, you will be responsible for planning and executing projects, such as hotel renovations or new hotel openings. This course can provide you with the skills and knowledge you need to succeed in this role.

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Real Estate Developer

As a Real Estate Developer in the hospitality industry, you will be responsible for developing and managing real estate projects, including hotels. This course can provide you with the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Real Estate Developer