Máster Universitario en Formación Permanente en Revenue Management, Desarrollo de Negocio Y Big Data
Madrid, Spain
Master degree
DURATION
8 months
LANGUAGES
Spanish
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
STUDY FORMAT
On-Campus
Fast-track counseling
By contacting the school, you'll get access to free priority counselling for any study and application questions.
Key Summary
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.
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