Title: Demand Management in Evolving Market Channels
(Formerly Hotel Lodging and Distribution)
Singapore (July 28 - 30, 2008) Course Cost
US$1,931
Apply OnlineIthaca, New York, U.S.A. (July 7 - 9, 2008)
Course Cost US$1,795
Apply Online*
Brussels, Belgium (July 14 - 16, 2008)
Course Cost €1,645
Apply Online* |
Course Focus:
The means by which customers obtain information about and transact
with hotels are changing dramatically. Within five years, one in
five bookings will be made via the Internet. As important, many more
customers and guests will use the Internet to gather information on
which to base choices they make among properties and about the
services they use. The roles of intermediaries and their use of
electronic distribution also are changing. Global distribution
systems that now handle one in four hotel transactions will be very
different organizations in the future; so will other intermediaries.
The course provides a framework for managers to evaluate current
marketing, sales, and operations activities in the context of a
changing hotel distribution environment and to chart a logical
future course of action. |
Key Benefits:
Understand the channels of hotel service, information, and
transaction distribution. Be able to evaluate the implications of
channel distribution decisions on performance with respect to
occupancy, ADR, customer relationships, and service delivery. Be
able to survey and evaluate competitive positioning in various
distribution channels. Understand the emerging trends in
distribution that will impact the hotel and hospitality industry
over the next five years. Be able to structure an integrated channel
strategy with respect to sales, marketing, pricing, cost, financial
performance, service delivery, and product development. |
Topics Include:
-
Channels used by customers to learn about and
transact with hotels
-
Implications of channel usage for managing sales,
marketing, costs, pricing, occupancy, and customer relationships
-
Major changes in distribution forecasted through
2007 for the United States, Europe and Asia
-
Competitive positioning and internal consistency
across distribution channels
-
An integrated plan for tracking performance and
making strategic changes in pricing, promotion, and
product/service by channel.
|
| |
Faculty
- Bill Carroll, Ph.D., Senior Lecturer, Singapore,
(July 28 - 30, 2008)
- Bill Carroll, Ph.D., Senior Lecturer: Ithaca,
New York, U.S.A., (July 7 - 9, 2008)
- Bill Carroll, Ph.D., Senior Lecturer:
Brussels, Belgium, (July 14 - 16, 2008)
|
Level

|
View Course Schedules by Location
PDP Schedule for Singapore
July 2008
PDP Schedule for Singapore
January 2009
PDP Schedule for Brussels, Belgium*
PDP Schedule for Ithaca, New York*
*You will be re-directed to the School
of Hotel Administration website of Cornell
University |
|
View All Singapore Courses (Alpha Order) |
|
|