Revenue Management in Hospitality

Curriculum Guideline

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Course
HOSP 3100
Discontinued
No
Course Code
HOSP 3100
Descriptive
Revenue Management in Hospitality
Department
Hospitality Management
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
202130
PLAR
No
Semester Length
15
Max Class Size
35
Contact Hours

Lecture: 2 hours

Seminar: 2 hours

Method(s) Of Instruction
Lecture
Seminar
Learning Activities

Combination of lecture/seminar, case analysis and revenue management stimulation simulation exercise.

Course Description
This course focuses on skills revenue managers require to manage revenue through demand and supply management, value propositions and pricing. Effective leadership in forecasting, demand analysis, market segmentation, purchase behavior analysis and distribution management are key areas covered. Key aspects of maximizing assets for a greater return on investment are examined. Analysis of political, economic, socio-cultural and technological forces is undertaken to predict opportunities for profit maximization.
Course Content
  • Introduction to Revenue Management
  • Strategic pricing
  • Value pricing
  • Differential pricing
  • The Revenue Manager's role
  • Forecasting demand
  • Segmentation and buyer behaviour
  • Distribution channel management
  • Specialized applications of Revenue Management
Learning Outcomes

Upon completion of the course the student will be able to:

  • Articulate the impact of supply and demand as well as the role of value in pricing.

  • Demonstrate how cost relates to the principles of pricing and the link between quality, service and price perceptions

  • Create differential pricing, given various demand scenarios.

  • Discuss how and why Revenue Managers must work as part of an effective team in order to achieve success.

  • Articulate the legal and ethical aspects of revenue management.

  • Explain how and why demand forecasting incorporates historical, current and future data.

  • Explain how market segmentation is used to optimize business and manage different demand scenarios.

  • Explain how and why distribution channels are managed in order to optimize results and how to manage inventory according to demand.

  • Apply case analysis to break down and evaluate revenue management situations, synthesizing information to drive profit maximization recommendations and decisions in order to best optimize results.   

  • Discuss how data is obtained and best used for revenue management decision making, control purposes and inventory allocation.

  • Differentiate between a rooms budget and forecast and explain the necessary steps to complete and manage each.

  • Perform and interpret basic Occupancy, ADR, RevPAR, IPC (index percent change) and PC (percent change) calculations.

  • Demonstrate how to read and interpret a STAR (Smith Travel Accommodation Report).

  • Explain the concepts of dynamic and open pricing.

Means of Assessment
Case study analysis 10-20%
Quiz(zes) 10-20%
Group project and presentation(s)      15-20%
Individual assignment(s) 20-25%
Final exam 30%
Total 100%

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Textbook Materials

David K. Hayes & Allisha A. Miller, Revenue Management for the Hospitality Industry, John Wiley, (latest edition)

or similar textbook(s) or materials as approved by the department.

Use of only Commerce and Business faculty approved calculator.

Prerequisites

ACCT 3008, HOSP 2240, HOSP 2330 and HOSP 2415

Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses