Universidad Rey Juan Carlos

Máster Universitario en Formación Permanente en Revenue Management, Desarrollo de Negocio Y Big Data

Module 1. Revenue Management

• Fundamentals and application RM.
• Introduction to RM with a brief summary of the discipline, the different facets to be covered throughout the course».
• Segmentation: RM by market segment.
• Revenue Management Tools.
• CRM.
• Implementation of the Revenue Management Action Plan.
• Organization: The RM in the organization -Job Description and Reporting.
• Recruitment strategy in Business Travel.

Module 2. Economics Applied to Revenue Management

• Economy and impact on RM management
• Microeconomics and macroeconomics
• Business economics
• Sources of statistical information
• risk management
• Game Theory Applied to Revenue Management

Module 3. Accounting and Finance Applied to Revenue Management

• P&L, effect on profits.
• Hotel Valuation. Impact on stock market returns.

Module 4. Forecasting

• Introduction to FC, Unconstrained demand, LR value, etc.
• FC levels, FC impact, FC processes, FC ingredients, difference by type of hotel, Automation, systems, Group RM, etc.
• Forecast control.
• Practical application of Forecasts.

Module 5. Benchmarking

• Competitive pricing and Benchmarking
• Market Share
• Marketing. The market study, SWOT, etc.
• competitive positioning
• P&L Benchmarking
• Tools: STRtr report / INE and other metrics
• Case study: Hotel positioning study

Module 6. Distribution and Revenue Management

• Introduction to distribution.
• Channel Management: Rate Parity + Channel Management.
• Distribution channels: Tour Operation -RM Strategies with TTOO.
• Distribution channels: Opaque Rates.
• Importance of direct channels: creating a direct sales strategy.
• SEM/SEO.
• The Impact of Social Media and Social Networks on Distribution.
• Distribution channels: Importance of OTAs and impact on RM management.
• Creating a business relationship with the OTAs

Module 7. Organization and leadership

• Teamwork.
• Motivation and leadership.
• Efficient presentations.

Module 8. Pricing

• Pricing: development of pricing strategy by segment.
• Pricing: positioning techniques.
• Pricing on luxury products.

Module 9. Big Data / Business Intelligence

• Introduction to Big Data. Main indicators of RM
• Philosophy, application, and management of KPIs
• Basic Concepts of Business Intelligence (BI)
• Data visualization: Visual analytics
• Fundamentals of econometrics, statistics, and Data Science
• From "small data" to "Big Data"
• What is Big Data from the point of view of the Data Scientist?
• Machine Learning. A technical review of the most popular methods
• Fundamentals of econometrics
• Big data, machine learning, and RM
• Big Data applied to RM
• Evolution of MRI systems and their relationship with data volumes
• Difficulties of Big Data in the tourist environment
• Big Data: Global vision and main platforms

Module 10. Sales Management

• Up-selling
• cross-selling

Module 11. Total Revenue Management

• F&B, Banquets

Module 12. Application of Revenue Management in other businesses

• Airlines
• Theme parks
• Cruise ships
• railway lines

Module 13. Business Development

• Trade Marketing Strategy
• Trade Portfolio Definitions
• Destination Marketing
• Commercial network management by markets and accounts
• Commercial CRM tools
• commercial organization

Module 14: Coaching-Career Orientation Service

Workshops – E-Commerce – RM Tools.

The Master's Degree in Permanent Training offers a comprehensive curriculum in Revenue Management, Business Development, and Big Data, providing students with a thorough understanding of these fields and granting 60 ECTS credits upon successful completion.