Revenues

Driving hotel revenues

Advanced Certificate

Duration: 12 weeks (8h a week)
Mode of study: online
Price: CHF 5940.- for the advanced certificate
Next start date: 1 May 2017

With the advanced certificate DRIVING HOTEL REVENUES you will develop a comprehensive knowledge base related to three key areas of hospitality sales and marketing - revenue management, distribution channel management, and digital marketing. Rooted in theory and research, you will see how industry experts apply this knowledge in different contexts. You will then be able to apply this into your own professional context to support hotel sales and marketing efforts at different levels of the business. 

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 Each certificate is also available as standalone. See below

driving hotel revenues

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High performance distribution strategy
Certificate

This Certificate blends theory and practice with current knowledge and industry insight in four main areas: the distribution channels landscape, distribution channel management best practices, distribution channel performance measures, and an overview of challenges ahead and next best practices.

Courses topics:

  • Scope of distribution management and its challenges in the hospitality sector
  • Consumer expectations and behavior across distribution channels for hospitality services
  • Market segments across distribution channels
  • How distribution channel value is evaluated and make informed channel decisions
  • Key issues and challenges of distribution management for hospitality service
  • How to utilize data and insights obtained from distribution channels to inform marketing strategy

Watch the introduction video

Session starts on 1 May 2017 and ends on 28 May 2017

Cost of this certificate: CHF 2'200

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Revenue management for market leaders
Certificate

With this certificate you will learn how to integrate multiple data sources and analyze them to improve hotel performance through understanding price optimization, demand forecasting, availability control, and inventory allocation. You’ll learn the conceptual aspects of revenue management and the practical applications used in the hospitality industry.

Courses topics:

  • Methods to forecast future demand
  • New data sources for comprehensive data analysis
  • Revenue optimization and revenue generation differentiation
  • KPIs for hotel performance
  • Key trends in revenue management for hospitality businesses

Watch the introduction video

Session starts on 29 May 2017 and ends 25 June 2017

Cost of this certificate: CHF 2'200

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Successful hotel e-marketing and social media strategies Certificate

Digital marketing has emerged as the pillar of many businesses’ promotion and branding strategy. Essentially, digital marketing is a set of skills, concepts, knowledge, analytical techniques and approaches that when applied appropriately can greatly improve the effectiveness with which business is conducted. This course blends theory and practice with current knowledge and industry insight in four main areas: content marketing, social media marketing, digital marketing performance measures, and an overview of challenges ahead and emerging best practices.

Courses topics:

  • Scope of digital marketing and its challenges in the hospitality sector
  • Consumer expectations and behaviours across digital platforms for hospitality services
  • Market segmentation techniques across digital platforms
  • Digital marketing analytics interpretation to distinguish customers
  • Customer relationship management strategies and assessment
  • Key issues and challenges of digital marketing for hospitality services
  • IMC or Integration of digital marketing with traditional marketing activities in the integrated marketing channels

Watch the introduction video

Session starts on 26 June 2017 and ends on 23 July 2017

Cost of this certificate: CHF 2'200

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Professors

Our team of professors and industry consultants boasts a combined 150 years of experience in 30 companies and 10 universities throughout 20 countries.

Elisa Chan
Elisa Chan
Assistant Professor
Marketing
Elisa previously contributed to various executive training programs for international hotel brands in collaboration with Chinese and American universities.
Scott Dahl
Scott Dahl
Visiting Lecturer
Revenue Management
Scott was named one of 25 Outstanding Minds in Hotel Sales, Marketing, and Revenue Management by the Hotel Sales and Marketing Association International.
Hilary Murphy
Hilary Murphy
Professor
Marketing
Hilary is a Professor of Digital Marketing, Customer Information Management and Strategic IT at Ecole hôtelière de Lausanne. Hilary has won many awards for her research papers and publications.
Cindy Heo
Cindy Heo
Assistant Professor
Revenue Management
Cindy has delivered executive education programs in Asia, the Middle East and Europe. She has received numerous awards for her research.