The Programs

The course provides a framework for managers to evaluate current marketing, sales, and operations activities in the context of a changing hotel distribution environment. It reviews the current state of the hospitality distribution in major global regions and emerging distribution trends, including search engine marketing, web 2.0, and social media. Within that context, the course develops principles for managing distribution in all the key market segments: business, leisure and group. It then applies those concepts in a series of exercises and a real time market simulations where pricing, marketing and strategic decisions about distribution must be made.

Key Benefits:

Understand the channels of hotel service, information, and transaction distribution. 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. Be able to survey and evaluate competitive positioning in various distribution channels. Be able to evaluate the implications of channel distribution decisions on performance with respect to occupancy, ADR, customer relationships, and service delivery.

Topics Include:

Channels used by various customer segments to learn about and transact with hotels, including search engines.
Implications of channel usage for managing sales, marketing, costs, pricing, occupancy, and customer relationships.
Major forecasted changes in distribution 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.
Practical applications of planning with cases and simulations.

Faculty

Bill Carroll, Ph.D., Senior Lecturer: Singapore, (July 22 - 24, 2010)
Bill Carroll, Ph.D., Senior Lecturer: Ithaca, New York, U.S.A., (July 1 - 3, 2010)

Level

* Those who have completed "Hotel and Lodging Distribution" in previous years should not enroll in this course due to significant overlap of course material.

View Course Schedules by Location

PDP Schedule for Singapore January 2010

PDP Schedule for Singapore July 2010

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)

Apply NowJanuary 2010 online application

Download an application to submit via postal mail or email to cni-execed@ntu.edu.sg

Print Application forms
January 2010