Master Certificate in Hospitality Management

CERTIFICATE ID: SHAMC06A | SHAMC06C | SHAMC06D | SHAMC06B

Certificate Overview

Choose from 4 electives, outlined below
  • 9 month duration
  • 16 two-week courses
  • 5-7 hours per course
Enroll Now
From $7,900 or $515/month

The hospitality business has more moving parts that most people know. A Master Certificate in Hospitality Management provides the essential skills you need to put the pieces together so your organization can run like a well-oiled machine. Develop the technical expertise and broad, strategic focus needed to become a top-level hospitality manager.

This master certificate consists of 16 or 17 two-week courses, including 14 core and 2-3 elective courses. The core of the program covers the people management dimension of hospitality management: team building, team performance, revenue management, marketing and foodservice. You can then choose from 4 elective focus areas: Foodservice Management, Restaurant Revenue Management, Hotel Revenue Management, or Hospitality Marketing for a more thorough examination of each.

Whether you aspire to management, have recently been promoted, or are currently in a management position, this certificate program positions you to make a bigger impact in your organization and your career. You can complete all of the courses in this program and earn your certificate in as little as 9 months, spending about five to seven hours per course.

  • Define and differentiate between leadership and management
  • Create a plan for overcoming new leadership challenges and forming a high-functioning team
  • Identify the proper online sources of financial information for research purposes
  • Understand the structure of the three principal financial statements
  • Understand the fundamental aspects of modern marketing and the relationship between customer value and marketing
  • Design and execute your own pricing strategy for a particular product or service
  • Develop the fundamentals and practical skills involved in planning, opening, and managing an operation
  • Assess a restaurant’s revenue capability and how to maximize its profitability
  • Adopt a strategy that is focused on revenue per available room (RevPAR)
  • Build booking curves; account for “pick-up”; segment demand by market, group, and channel; and calculate error and account for its impact.
  • Hospitality managers working in hotels and corporate offices
  • Hospitality professionals who aspire to management positions
Enroll Now
From $7,900 or $515/month

Available Electives

These elective courses explore the importance of menu design and layout and look at how the menu conveys the personality of the establishment.You’ll explore the functions of management in foodservice and discover how managers establish and use operational systems for purchasing, receiving, storage and production.

These elective courses explain how to set prices that align with your organization’s sales and positioning strategies. They also discuss how to overbook strategically to account for no-shows and minimize costs, uncertainty, and customer impact as well as how to develop, implement, and monitor revenue-maximizing strategies in hospitality-related industries like spas, golf courses, and meeting spaces.

These elective courses explain how to tailor the design and pricing of your hospitality products or services to serve your target market. You’ll explore issues related to the location of your hospitality organization, to your products and services and to the distribution channels you use to reach target markets. Learn to design promotions specific to your target demographic market.

These elective courses explain how meal duration and occupancy levels can profoundly affect the bottom line. They present concepts, methods, and time-tested strategies managers can use to increase revenue. You will learn how to use variable pricing to increase revenue at your restaurant and how to perform analyses and make calculations needed for successful revenue management implementation.

Certificate Courses

There is a difference between being a manager and a leader. Learn what the difference is and how to become a respected leader in your chosen field.

Course Description

In this course you will define and differentiate between leadership and management, develop a strategy for overcoming new leadership challenges, and evaluate motivational techniques and determine when to use them. You will also identify the skills needed to develop relationships crucial to your career development as a leader, based on the research and expertise of Professor Kate Walsh, Ph.D. of Cornell University’s School of Hotel Administration.

Using tools provided in this course, you will explore what motivates others, assess leadership styles, and examine communication with your leadership team. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

Learn the skills and strategies needed to turn your team into one that performs at the highest level. Explore best practices in leading teams, assess case studies, and examine functional conflict.

Course Description

In this course, you will create a strategy to turn a work group into a high-functioning team by  evaluating challenges and applying techniques to generate positive team outcomes. Based on the research and expertise of Professor Kate Walsh, Ph.D., of Cornell University’s School of Hotel Administration, you will learn how to enable a team to take ownership of its own success and shift leadership roles as the team assumes greater responsibility.

Using tools provided in this course, you will explore best practices in leading teams, assess case studies, and examine functional conflict. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

 

Learn to read and interpret balance sheets, income statements, and cash flow statements. Conduct financial analyses in order to make smart business decisions.

Course Description

Every company’s finance department keeps detailed records of the daily transactions involved in the running the organization. Periodically, they create reports that allow management, stakeholders and regulating authorities to have insight into the financial health of the firm. As a manager, you need to understand both the metrics that are reported in income statements, balance sheets, and cash flow statements, and how they relate to each other. You also need to understand how comparing numbers across your company and the industry from year to year can help you assess the overall financial performance of the firm.

The in-depth review of sample case studies in this course will provide you with the tools you need to examine your own organization’s reports. As you make budgeting and investment decisions, your knowledge of how vital financial markers indicate relative health in the organization will help drive initiatives to meet your company’s financial goals.

Use ratio analysis to analyze financial statements. Understand your organization's financial performance and improve its competitiveness.

Course Description

A company’s financial performance, and its ability to grow and thrive over time, can be assessed through ratio analysis, the basic evaluation tool for asset management, solvency and profitability. Whether you are managing the financial performance of a department, unit, or the organization as a whole, working with these ratios can help identify opportunities and allow you to make adjustments to improve performance.

As you become familiar with asset management ratios such as days sales outstanding and days to turnover, you will be able to apply these techniques in comparing your company’s performance against others in the industry and against its own financial history. The ratio analysis tools you learn will help your organization to design and implement initiatives for increased productivity and profitability.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Course Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.

Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

This course identifies major challenges facing foodservice operations and delivers the strategies hospitality professionals need to address them. It explores success and failure, providing critically useful perspectives for those intending to plan, open, and manage a foodservice operation.

Course Description

Restaurant management is among the most challenging of professions. Customer retention, shifting demographics and economies, high workforce turnover, sweeping trends, passing fads, and wildly variable business costs are just a few of the challenges foodservice managers face every day.

This course prepares foodservice managers for success by teaching the fundamentals and practical skills involved in planning, opening, and managing an operation. You'll find out exactly what makes an operation successful and develop a holistic approach to restaurant management while learning about food systems, labor management, equipment and technology, revenue management and market position.

Learn how to enhance the customer experience and improve internal systems at your foodservice operation. Examine how market research drives decisions about service style and service level, and learn to overcome customer- and employee-related management challenges.

Course Description

As the old business maxim goes, "You can't manage what you don't measure". Success in high-volume foodservice hinges on management's willingness and ability to measure, analyze and make smart decisions about business processes. The key lies in foodservice market research. In understanding customer values and meeting expectations, market research can help drive decisions about service style and service level, taking a more strategic approach to influencing value perception.

Explore sources of market data and information, learn how to monitor the customer service experience and use research information to develop a new business concept or even reposition an existing concept. Observing the correlations between reservation policy, staffing and scheduling can help you find the right balance between the three to optimize restaurant efficiency.

The course also shows how a manager can use HR systems to achieve better results in recruitment, selection, orientation, training and retention. Learn to hire and train staff who can deliver the kind of food and service that suits the company brand and addresses customer expectations.

Position your restaurant for long-term sustainability by incorporating market research, a systems approach to customer service and operations, and proper lifecycle management strategy.

Examine the key concepts of the restaurant revenue management approach and learn how to implement it in five steps. Observe how others have used revenue management successfully to increase revenue during hot, warm, and cold business periods.

Course Description

In this course you'll learn how to assess a restaurant's revenue capability and how to maximize its profitability. With the Restaurant Revenue Management (RRM) system, you can create conditions and manipulate factors such as meal duration and price to bring in more revenue. Learn key the concepts of Restaurant Revenue Management, examine methods of measuring revenue-management success, compare those measures to traditional indicators of success, and learn the five-step approach to establishing a revenue-management system.

You can determine a restaurant's revenue capability by calculating its "revenue per available seat hour", and discover the value of identifying and modifying business practices to accommodate hot, warm, and cold revenue periods.

Learn the five steps of the revenue management process and examine the conditions necessary for proper implementation. You'll also review case studies of restaurants around the world that have used the RRM system and have seen two to five percent revenue increases.

Discover how to use service cycle data to identify operational problems that are inhibiting revenue generation. Use practical analytical tools to diagnose and overcome operational challenges.

Course Description

If you're wondering what might be inhibiting your ability to generate revenue, this course shows you how to find solutions in your standard service cycle data. Learn what data to collect and how to run a proper analysis.

Through an examination of two case studies, the course illustrates how service cycle durations are measured and how "revenue per available seat hour" (RevPASH) is calculated. Combined, these measurements enable you to generate revenue and profit more efficiently.

This course introduces you to several additional tools used to identify and rectify the underlying causes of operational shortcomings. Together, service blueprints, bottleneck analyses, and fishbone diagrams can help you isolate and solve those pressing issues. You'll learn hands-on how to use these tools and how to leverage RevPASH to the greatest effect.

This course will introduce you to the basics of revenue management in the hotel industry. Learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Course Description

Revenue management is a way of increasing profitability and can be applied to any business that has relatively fixed capacity, perishable inventory, and time-variable demand. This course introduces you to the basics of revenue management in the hotel industry. You will learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Drawing on her extensive experience and research in this field, Professor Sheryl E. Kimes will inspire you to shift your thinking about revenue management from a focus on occupancy and average room rate to a focus on revenue per available room (RevPAR). You will develop an action plan to use these concepts to address your own real-life business problems.
 

This course includes:

  • Two self-check quizzes
  • Two discussions
  • Four Ask the Expert interactives
  • Two activities
  • A downloadable tool to use on the job
  • An action plan to apply what you’ve learned
  • One video transcript file

Completing all of the coursework should take five to seven hours.

In order to run a successful organization, you must be able to properly forecast demand for your location. This course will teach you how to do just that by giving you a step-by-step approach to positively impact your revenue management.

Course Description

Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. This course explores the role of the forecast in a revenue management strategy and the positive impact that forecasting can also have on staff scheduling and purchasing.

Authored by Professor Sheryl E. Kimes from Cornell University’s School of Hotel Administration, during this course you’ll get a step-by-step approach to creating an accurate forecast as you learn how to build booking curves, account for "pick-up", segment demand by market, group, and channel, and calculate error and account for its impact.
 

This course includes:

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • One activity
  • One downloadable tool to use on the job
  • One action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

This course explores the importance of menu design and layout, and looks at how the menu conveys the personality of the foodservice. You'll also learn how to develop and execute marketing and merchandising strategies.

Course Description

A critical element in the marketing of your foodservice business is the menu. There's far more to a menu than meets the eye; it's the key to establishing and reinforcing the business' brand or personality. Winning over a customer rests on meeting--or better yet--exceeding their expectations based on the menu and delighting them to the degree that you win their loyalty.

This course lays out how to create and design an appealing menu, one that aligns with your business' values and goals. Learn how to properly evaluate a menu and understand the psychology behind layout, language, pricing and design.

You'll then examine various functions of marketing and merchandising in foodservice by evaluating a Manhattan restaurant's overall business strategy. You'll then formulate your own plan for the restaurant by setting up the perfect marketing mix, combining effective menu-building with a sophisticated merchandising strategy.

Explore the functions of management in foodservice and discover how managers establish and use operational systems for purchasing, receiving, storage and production.

Course Description

Control Systems are used to manage costs, minimize loss and to optimize the processes involved in foodservice operation. Purchasing, production management, scheduling, analysis, reporting, forecasting—everything it takes to create a sustainable, profitable business requires the right system of methods, controls and protocols.

This course explores the functional roles of foodservice managers and the control systems they use as they progress toward positions of greater responsibility—from the assistant manager all the way up to the multi-unit manager.

In this course, you'll learn specifically how to establish quality and efficiency control over purchasing, receiving, and storage of products as they flow into production. Examine the conditions that allow for loss, and develop systems to prevent it. Using case studies as context, you explore different management roles to assess control systems and their effectiveness.

All of these control systems are designed to ensure that your customers enjoy a consistent, high-quality dining experience.

Certificate Courses

There is a difference between being a manager and a leader. Learn what the difference is and how to become a respected leader in your chosen field.

Course Description

In this course you will define and differentiate between leadership and management, develop a strategy for overcoming new leadership challenges, and evaluate motivational techniques and determine when to use them. You will also identify the skills needed to develop relationships crucial to your career development as a leader, based on the research and expertise of Professor Kate Walsh, Ph.D. of Cornell University’s School of Hotel Administration.

Using tools provided in this course, you will explore what motivates others, assess leadership styles, and examine communication with your leadership team. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

Learn the skills and strategies needed to turn your team into one that performs at the highest level. Explore best practices in leading teams, assess case studies, and examine functional conflict.

Course Description

In this course, you will create a strategy to turn a work group into a high-functioning team by  evaluating challenges and applying techniques to generate positive team outcomes. Based on the research and expertise of Professor Kate Walsh, Ph.D., of Cornell University’s School of Hotel Administration, you will learn how to enable a team to take ownership of its own success and shift leadership roles as the team assumes greater responsibility.

Using tools provided in this course, you will explore best practices in leading teams, assess case studies, and examine functional conflict. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

 

Learn to read and interpret balance sheets, income statements, and cash flow statements. Conduct financial analyses in order to make smart business decisions.

Course Description

Every company’s finance department keeps detailed records of the daily transactions involved in the running the organization. Periodically, they create reports that allow management, stakeholders and regulating authorities to have insight into the financial health of the firm. As a manager, you need to understand both the metrics that are reported in income statements, balance sheets, and cash flow statements, and how they relate to each other. You also need to understand how comparing numbers across your company and the industry from year to year can help you assess the overall financial performance of the firm.

The in-depth review of sample case studies in this course will provide you with the tools you need to examine your own organization’s reports. As you make budgeting and investment decisions, your knowledge of how vital financial markers indicate relative health in the organization will help drive initiatives to meet your company’s financial goals.

Use ratio analysis to analyze financial statements. Understand your organization's financial performance and improve its competitiveness.

Course Description

A company’s financial performance, and its ability to grow and thrive over time, can be assessed through ratio analysis, the basic evaluation tool for asset management, solvency and profitability. Whether you are managing the financial performance of a department, unit, or the organization as a whole, working with these ratios can help identify opportunities and allow you to make adjustments to improve performance.

As you become familiar with asset management ratios such as days sales outstanding and days to turnover, you will be able to apply these techniques in comparing your company’s performance against others in the industry and against its own financial history. The ratio analysis tools you learn will help your organization to design and implement initiatives for increased productivity and profitability.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Course Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.

Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

This course identifies major challenges facing foodservice operations and delivers the strategies hospitality professionals need to address them. It explores success and failure, providing critically useful perspectives for those intending to plan, open, and manage a foodservice operation.

Course Description

Restaurant management is among the most challenging of professions. Customer retention, shifting demographics and economies, high workforce turnover, sweeping trends, passing fads, and wildly variable business costs are just a few of the challenges foodservice managers face every day.

This course prepares foodservice managers for success by teaching the fundamentals and practical skills involved in planning, opening, and managing an operation. You'll find out exactly what makes an operation successful and develop a holistic approach to restaurant management while learning about food systems, labor management, equipment and technology, revenue management and market position.

Learn how to enhance the customer experience and improve internal systems at your foodservice operation. Examine how market research drives decisions about service style and service level, and learn to overcome customer- and employee-related management challenges.

Course Description

As the old business maxim goes, "You can't manage what you don't measure". Success in high-volume foodservice hinges on management's willingness and ability to measure, analyze and make smart decisions about business processes. The key lies in foodservice market research. In understanding customer values and meeting expectations, market research can help drive decisions about service style and service level, taking a more strategic approach to influencing value perception.

Explore sources of market data and information, learn how to monitor the customer service experience and use research information to develop a new business concept or even reposition an existing concept. Observing the correlations between reservation policy, staffing and scheduling can help you find the right balance between the three to optimize restaurant efficiency.

The course also shows how a manager can use HR systems to achieve better results in recruitment, selection, orientation, training and retention. Learn to hire and train staff who can deliver the kind of food and service that suits the company brand and addresses customer expectations.

Position your restaurant for long-term sustainability by incorporating market research, a systems approach to customer service and operations, and proper lifecycle management strategy.

Examine the key concepts of the restaurant revenue management approach and learn how to implement it in five steps. Observe how others have used revenue management successfully to increase revenue during hot, warm, and cold business periods.

Course Description

In this course you'll learn how to assess a restaurant's revenue capability and how to maximize its profitability. With the Restaurant Revenue Management (RRM) system, you can create conditions and manipulate factors such as meal duration and price to bring in more revenue. Learn key the concepts of Restaurant Revenue Management, examine methods of measuring revenue-management success, compare those measures to traditional indicators of success, and learn the five-step approach to establishing a revenue-management system.

You can determine a restaurant's revenue capability by calculating its "revenue per available seat hour", and discover the value of identifying and modifying business practices to accommodate hot, warm, and cold revenue periods.

Learn the five steps of the revenue management process and examine the conditions necessary for proper implementation. You'll also review case studies of restaurants around the world that have used the RRM system and have seen two to five percent revenue increases.

Discover how to use service cycle data to identify operational problems that are inhibiting revenue generation. Use practical analytical tools to diagnose and overcome operational challenges.

Course Description

If you're wondering what might be inhibiting your ability to generate revenue, this course shows you how to find solutions in your standard service cycle data. Learn what data to collect and how to run a proper analysis.

Through an examination of two case studies, the course illustrates how service cycle durations are measured and how "revenue per available seat hour" (RevPASH) is calculated. Combined, these measurements enable you to generate revenue and profit more efficiently.

This course introduces you to several additional tools used to identify and rectify the underlying causes of operational shortcomings. Together, service blueprints, bottleneck analyses, and fishbone diagrams can help you isolate and solve those pressing issues. You'll learn hands-on how to use these tools and how to leverage RevPASH to the greatest effect.

This course will introduce you to the basics of revenue management in the hotel industry. Learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Course Description

Revenue management is a way of increasing profitability and can be applied to any business that has relatively fixed capacity, perishable inventory, and time-variable demand. This course introduces you to the basics of revenue management in the hotel industry. You will learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Drawing on her extensive experience and research in this field, Professor Sheryl E. Kimes will inspire you to shift your thinking about revenue management from a focus on occupancy and average room rate to a focus on revenue per available room (RevPAR). You will develop an action plan to use these concepts to address your own real-life business problems.
 

This course includes:

  • Two self-check quizzes
  • Two discussions
  • Four Ask the Expert interactives
  • Two activities
  • A downloadable tool to use on the job
  • An action plan to apply what you’ve learned
  • One video transcript file

Completing all of the coursework should take five to seven hours.

In order to run a successful organization, you must be able to properly forecast demand for your location. This course will teach you how to do just that by giving you a step-by-step approach to positively impact your revenue management.

Course Description

Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. This course explores the role of the forecast in a revenue management strategy and the positive impact that forecasting can also have on staff scheduling and purchasing.

Authored by Professor Sheryl E. Kimes from Cornell University’s School of Hotel Administration, during this course you’ll get a step-by-step approach to creating an accurate forecast as you learn how to build booking curves, account for "pick-up", segment demand by market, group, and channel, and calculate error and account for its impact.
 

This course includes:

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • One activity
  • One downloadable tool to use on the job
  • One action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

A smart pricing strategy is the best way to increase revenue. In order to create a pricing strategy, you must have an understanding of various tactics including Channel Management.

Course Description

A smart pricing strategy is the best way to increase revenue. This course teaches you how to set prices, develop rate fences (differentiate prices by customer type), and use multiple distribution channels to manage price more effectively.

You'll also learn about the impact of variable pricing and discounting on revenue management in the context of price elasticity, optimal price mix, perceived fairness, and congruence with positioning and sales strategies.

Discover the ins and outs of channel management, an essential tool for controlling differentiated pricing, maintaining rate fences, and increasing revenue. Explore various approaches to managing distribution channels including direct sales, agencies, the Internet, and opaque pricing channels. Sheryl E. Kimes, professor at Cornell University’s School of Hotel Administration, will provide you with the knowledge you need to help run a successful organization.
 

This course includes

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • An action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Any business that takes reservations knows that no-shows are always going to happen. Learn how to combat the revenue loss associated with no-shows by strategically overbooking.

Course Description

Businesses that accept reservations must cope with the problem of no-shows: customers who make a reservation but fail to honor it. Hotels can protect themselves against revenue loss from no-shows by overbooking. This course teaches you how to strategically overbook and how to evaluate groups in order to determine which rates to charge.

You will examine the components of a successful overbooking strategy: no-show forecasting, no-show rates, arrival uncertainty, pricing policies, and cancellation forecasts. You will consider the risks of overbooking and review strategies to minimize costs and mitigate customer impact.

This course, authored by Cornell University Professor Sheryl E. Kimes, will help you create a group forecast and explore yieldable and non-yieldable business and incremental group costs and revenue opportunities. Finally, you will employ models to calculate displacement costs and contribution margins to determine which customer groups will return the most profit.
 

This course includes:

  • Four self-check quizzes
  • Two discussions
  • Two tools to download and use on the job
  • Three Ask the Expert interactives
  • One activity
  • Two action plans to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Any business that has relatively fixed capacity, perishable inventory, and time-variable demand can increase revenue using revenue management—not just hotels. This course, authored by Cornell University’s Professor Sheryl E. Kimes, introduces you to the basics of revenue management and outlines the application of revenue management principles to other businesses.

Course Description

Any business that has relatively fixed capacity, perishable inventory, and time-variable demand can increase revenue using revenue management—not just hotels. This course, authored by Cornell University’s Professor Sheryl E. Kimes, reviews the basics of revenue management and outlines the application of revenue management principles to other businesses, both inside the hotel and beyond, such as spas, restaurants, and golf courses.

Through your work on the course project, you will reinforce what you have learned about the refinement and extension of revenue management practices and will develop notes and recommendations for implementing and extending revenue management at the organization where you work.
 

This course includes:

  • One self-check quiz
  • Two discussions
  • One tool to download and use on the job
  • Three Ask the Expert interactives
  • One scored project in multiple parts
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Certificate Courses

There is a difference between being a manager and a leader. Learn what the difference is and how to become a respected leader in your chosen field.

Course Description

In this course you will define and differentiate between leadership and management, develop a strategy for overcoming new leadership challenges, and evaluate motivational techniques and determine when to use them. You will also identify the skills needed to develop relationships crucial to your career development as a leader, based on the research and expertise of Professor Kate Walsh, Ph.D. of Cornell University’s School of Hotel Administration.

Using tools provided in this course, you will explore what motivates others, assess leadership styles, and examine communication with your leadership team. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

Learn the skills and strategies needed to turn your team into one that performs at the highest level. Explore best practices in leading teams, assess case studies, and examine functional conflict.

Course Description

In this course, you will create a strategy to turn a work group into a high-functioning team by  evaluating challenges and applying techniques to generate positive team outcomes. Based on the research and expertise of Professor Kate Walsh, Ph.D., of Cornell University’s School of Hotel Administration, you will learn how to enable a team to take ownership of its own success and shift leadership roles as the team assumes greater responsibility.

Using tools provided in this course, you will explore best practices in leading teams, assess case studies, and examine functional conflict. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

 

Learn to read and interpret balance sheets, income statements, and cash flow statements. Conduct financial analyses in order to make smart business decisions.

Course Description

Every company’s finance department keeps detailed records of the daily transactions involved in the running the organization. Periodically, they create reports that allow management, stakeholders and regulating authorities to have insight into the financial health of the firm. As a manager, you need to understand both the metrics that are reported in income statements, balance sheets, and cash flow statements, and how they relate to each other. You also need to understand how comparing numbers across your company and the industry from year to year can help you assess the overall financial performance of the firm.

The in-depth review of sample case studies in this course will provide you with the tools you need to examine your own organization’s reports. As you make budgeting and investment decisions, your knowledge of how vital financial markers indicate relative health in the organization will help drive initiatives to meet your company’s financial goals.

Use ratio analysis to analyze financial statements. Understand your organization's financial performance and improve its competitiveness.

Course Description

A company’s financial performance, and its ability to grow and thrive over time, can be assessed through ratio analysis, the basic evaluation tool for asset management, solvency and profitability. Whether you are managing the financial performance of a department, unit, or the organization as a whole, working with these ratios can help identify opportunities and allow you to make adjustments to improve performance.

As you become familiar with asset management ratios such as days sales outstanding and days to turnover, you will be able to apply these techniques in comparing your company’s performance against others in the industry and against its own financial history. The ratio analysis tools you learn will help your organization to design and implement initiatives for increased productivity and profitability.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Course Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.

Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

This course identifies major challenges facing foodservice operations and delivers the strategies hospitality professionals need to address them. It explores success and failure, providing critically useful perspectives for those intending to plan, open, and manage a foodservice operation.

Course Description

Restaurant management is among the most challenging of professions. Customer retention, shifting demographics and economies, high workforce turnover, sweeping trends, passing fads, and wildly variable business costs are just a few of the challenges foodservice managers face every day.

This course prepares foodservice managers for success by teaching the fundamentals and practical skills involved in planning, opening, and managing an operation. You'll find out exactly what makes an operation successful and develop a holistic approach to restaurant management while learning about food systems, labor management, equipment and technology, revenue management and market position.

Learn how to enhance the customer experience and improve internal systems at your foodservice operation. Examine how market research drives decisions about service style and service level, and learn to overcome customer- and employee-related management challenges.

Course Description

As the old business maxim goes, "You can't manage what you don't measure". Success in high-volume foodservice hinges on management's willingness and ability to measure, analyze and make smart decisions about business processes. The key lies in foodservice market research. In understanding customer values and meeting expectations, market research can help drive decisions about service style and service level, taking a more strategic approach to influencing value perception.

Explore sources of market data and information, learn how to monitor the customer service experience and use research information to develop a new business concept or even reposition an existing concept. Observing the correlations between reservation policy, staffing and scheduling can help you find the right balance between the three to optimize restaurant efficiency.

The course also shows how a manager can use HR systems to achieve better results in recruitment, selection, orientation, training and retention. Learn to hire and train staff who can deliver the kind of food and service that suits the company brand and addresses customer expectations.

Position your restaurant for long-term sustainability by incorporating market research, a systems approach to customer service and operations, and proper lifecycle management strategy.

Examine the key concepts of the restaurant revenue management approach and learn how to implement it in five steps. Observe how others have used revenue management successfully to increase revenue during hot, warm, and cold business periods.

Course Description

In this course you'll learn how to assess a restaurant's revenue capability and how to maximize its profitability. With the Restaurant Revenue Management (RRM) system, you can create conditions and manipulate factors such as meal duration and price to bring in more revenue. Learn key the concepts of Restaurant Revenue Management, examine methods of measuring revenue-management success, compare those measures to traditional indicators of success, and learn the five-step approach to establishing a revenue-management system.

You can determine a restaurant's revenue capability by calculating its "revenue per available seat hour", and discover the value of identifying and modifying business practices to accommodate hot, warm, and cold revenue periods.

Learn the five steps of the revenue management process and examine the conditions necessary for proper implementation. You'll also review case studies of restaurants around the world that have used the RRM system and have seen two to five percent revenue increases.

Discover how to use service cycle data to identify operational problems that are inhibiting revenue generation. Use practical analytical tools to diagnose and overcome operational challenges.

Course Description

If you're wondering what might be inhibiting your ability to generate revenue, this course shows you how to find solutions in your standard service cycle data. Learn what data to collect and how to run a proper analysis.

Through an examination of two case studies, the course illustrates how service cycle durations are measured and how "revenue per available seat hour" (RevPASH) is calculated. Combined, these measurements enable you to generate revenue and profit more efficiently.

This course introduces you to several additional tools used to identify and rectify the underlying causes of operational shortcomings. Together, service blueprints, bottleneck analyses, and fishbone diagrams can help you isolate and solve those pressing issues. You'll learn hands-on how to use these tools and how to leverage RevPASH to the greatest effect.

This course will introduce you to the basics of revenue management in the hotel industry. Learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Course Description

Revenue management is a way of increasing profitability and can be applied to any business that has relatively fixed capacity, perishable inventory, and time-variable demand. This course introduces you to the basics of revenue management in the hotel industry. You will learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Drawing on her extensive experience and research in this field, Professor Sheryl E. Kimes will inspire you to shift your thinking about revenue management from a focus on occupancy and average room rate to a focus on revenue per available room (RevPAR). You will develop an action plan to use these concepts to address your own real-life business problems.
 

This course includes:

  • Two self-check quizzes
  • Two discussions
  • Four Ask the Expert interactives
  • Two activities
  • A downloadable tool to use on the job
  • An action plan to apply what you’ve learned
  • One video transcript file

Completing all of the coursework should take five to seven hours.

In order to run a successful organization, you must be able to properly forecast demand for your location. This course will teach you how to do just that by giving you a step-by-step approach to positively impact your revenue management.

Course Description

Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. This course explores the role of the forecast in a revenue management strategy and the positive impact that forecasting can also have on staff scheduling and purchasing.

Authored by Professor Sheryl E. Kimes from Cornell University’s School of Hotel Administration, during this course you’ll get a step-by-step approach to creating an accurate forecast as you learn how to build booking curves, account for "pick-up", segment demand by market, group, and channel, and calculate error and account for its impact.
 

This course includes:

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • One activity
  • One downloadable tool to use on the job
  • One action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

Tailor the design and pricing of your hospitality products or services to serve your target market.

Course Description

Marketing success requires both careful analysis and smart planning. You must identify target markets, strategically promote to customers, and ensure that the product design, price and presentation line up with client needs and perception of value.

Because these issues are so critical—product design, pricing, promotion, and place/distribution—they are constantly evaluated and reevaluated by marketers as the set of factors and decisions known as the "marketing mix".

In this course, you focus on a key market segment for one product (or service) and attempt to increase its probability of purchase by focusing on product, price, place, and promotion. Explore product life cycles, new product development, product innovation and adoption, and how service quality is measured. You learn about tailoring the product, the price, the place, and the promotion to arrive at an optimal "marketing mix" for your business.

Explore issues related to the location of your hospitality organization, to your products and services and to the distribution channels you use to reach target markets. Learn to design promotions specific to your target demographic market.

Course Description

In marketing, the concept of "place" refers not only to the physical location of your business, but also to distribution channels through which target markets are reached. The old business adage "location, location, location" still rings true as a reliable determinant of success, especially in hospitality. But with the emergence of online travel agencies, package travel, and intensified, highly targeted tourism marketing attracting customers has become far more complicated than just a few years ago. By developing a more modern concept of "place", you gain new advantages in reaching target markets.

Technology and the "information overload" environment present difficult challenges and new opportunities to promote to potential customers. This course covers advertising, professional selling, sales promotion, direct marketing, and public relations. As you discover through coursework, the process of defining your target market is inextricably linked to your decisions about promotional methods and channels.

Certificate Courses

There is a difference between being a manager and a leader. Learn what the difference is and how to become a respected leader in your chosen field.

Course Description

In this course you will define and differentiate between leadership and management, develop a strategy for overcoming new leadership challenges, and evaluate motivational techniques and determine when to use them. You will also identify the skills needed to develop relationships crucial to your career development as a leader, based on the research and expertise of Professor Kate Walsh, Ph.D. of Cornell University’s School of Hotel Administration.

Using tools provided in this course, you will explore what motivates others, assess leadership styles, and examine communication with your leadership team. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

Learn the skills and strategies needed to turn your team into one that performs at the highest level. Explore best practices in leading teams, assess case studies, and examine functional conflict.

Course Description

In this course, you will create a strategy to turn a work group into a high-functioning team by  evaluating challenges and applying techniques to generate positive team outcomes. Based on the research and expertise of Professor Kate Walsh, Ph.D., of Cornell University’s School of Hotel Administration, you will learn how to enable a team to take ownership of its own success and shift leadership roles as the team assumes greater responsibility.

Using tools provided in this course, you will explore best practices in leading teams, assess case studies, and examine functional conflict. With the completion of an action plan at the end of the course, you will be ready to apply what you learn to your own organization.

 

Learn to read and interpret balance sheets, income statements, and cash flow statements. Conduct financial analyses in order to make smart business decisions.

Course Description

Every company’s finance department keeps detailed records of the daily transactions involved in the running the organization. Periodically, they create reports that allow management, stakeholders and regulating authorities to have insight into the financial health of the firm. As a manager, you need to understand both the metrics that are reported in income statements, balance sheets, and cash flow statements, and how they relate to each other. You also need to understand how comparing numbers across your company and the industry from year to year can help you assess the overall financial performance of the firm.

The in-depth review of sample case studies in this course will provide you with the tools you need to examine your own organization’s reports. As you make budgeting and investment decisions, your knowledge of how vital financial markers indicate relative health in the organization will help drive initiatives to meet your company’s financial goals.

Use ratio analysis to analyze financial statements. Understand your organization's financial performance and improve its competitiveness.

Course Description

A company’s financial performance, and its ability to grow and thrive over time, can be assessed through ratio analysis, the basic evaluation tool for asset management, solvency and profitability. Whether you are managing the financial performance of a department, unit, or the organization as a whole, working with these ratios can help identify opportunities and allow you to make adjustments to improve performance.

As you become familiar with asset management ratios such as days sales outstanding and days to turnover, you will be able to apply these techniques in comparing your company’s performance against others in the industry and against its own financial history. The ratio analysis tools you learn will help your organization to design and implement initiatives for increased productivity and profitability.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice.

Course Description

The primary function of marketing in business is to identify customers and hold their attention in order to deliver a valuable product or service. Marketing departments help differentiate a company from competitors by building brand recognition and creating sales collateral such as websites, sell sheets, presentations and print ads, which in turn support sales departments and position the company to meet revenue goals. Marketing is also typically responsible for gauging customer satisfaction and managing client relationships, in addition to compiling testimonials, soliciting referrals and developing case studies.

Learn fundamental marketing concepts and principles as they relate to hospitality, observe marketing in action through case studies and understand how to put that knowledge into practice. This course prepares you for leadership and success in hospitality marketing.

Learn to conduct effective market research in the hospitality industry, identify target markets, and position your product for those markets.

Course Description

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.

This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.

Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.

This course identifies major challenges facing foodservice operations and delivers the strategies hospitality professionals need to address them. It explores success and failure, providing critically useful perspectives for those intending to plan, open, and manage a foodservice operation.

Course Description

Restaurant management is among the most challenging of professions. Customer retention, shifting demographics and economies, high workforce turnover, sweeping trends, passing fads, and wildly variable business costs are just a few of the challenges foodservice managers face every day.

This course prepares foodservice managers for success by teaching the fundamentals and practical skills involved in planning, opening, and managing an operation. You'll find out exactly what makes an operation successful and develop a holistic approach to restaurant management while learning about food systems, labor management, equipment and technology, revenue management and market position.

Learn how to enhance the customer experience and improve internal systems at your foodservice operation. Examine how market research drives decisions about service style and service level, and learn to overcome customer- and employee-related management challenges.

Course Description

As the old business maxim goes, "You can't manage what you don't measure". Success in high-volume foodservice hinges on management's willingness and ability to measure, analyze and make smart decisions about business processes. The key lies in foodservice market research. In understanding customer values and meeting expectations, market research can help drive decisions about service style and service level, taking a more strategic approach to influencing value perception.

Explore sources of market data and information, learn how to monitor the customer service experience and use research information to develop a new business concept or even reposition an existing concept. Observing the correlations between reservation policy, staffing and scheduling can help you find the right balance between the three to optimize restaurant efficiency.

The course also shows how a manager can use HR systems to achieve better results in recruitment, selection, orientation, training and retention. Learn to hire and train staff who can deliver the kind of food and service that suits the company brand and addresses customer expectations.

Position your restaurant for long-term sustainability by incorporating market research, a systems approach to customer service and operations, and proper lifecycle management strategy.

Examine the key concepts of the restaurant revenue management approach and learn how to implement it in five steps. Observe how others have used revenue management successfully to increase revenue during hot, warm, and cold business periods.

Course Description

In this course you'll learn how to assess a restaurant's revenue capability and how to maximize its profitability. With the Restaurant Revenue Management (RRM) system, you can create conditions and manipulate factors such as meal duration and price to bring in more revenue. Learn key the concepts of Restaurant Revenue Management, examine methods of measuring revenue-management success, compare those measures to traditional indicators of success, and learn the five-step approach to establishing a revenue-management system.

You can determine a restaurant's revenue capability by calculating its "revenue per available seat hour", and discover the value of identifying and modifying business practices to accommodate hot, warm, and cold revenue periods.

Learn the five steps of the revenue management process and examine the conditions necessary for proper implementation. You'll also review case studies of restaurants around the world that have used the RRM system and have seen two to five percent revenue increases.

Discover how to use service cycle data to identify operational problems that are inhibiting revenue generation. Use practical analytical tools to diagnose and overcome operational challenges.

Course Description

If you're wondering what might be inhibiting your ability to generate revenue, this course shows you how to find solutions in your standard service cycle data. Learn what data to collect and how to run a proper analysis.

Through an examination of two case studies, the course illustrates how service cycle durations are measured and how "revenue per available seat hour" (RevPASH) is calculated. Combined, these measurements enable you to generate revenue and profit more efficiently.

This course introduces you to several additional tools used to identify and rectify the underlying causes of operational shortcomings. Together, service blueprints, bottleneck analyses, and fishbone diagrams can help you isolate and solve those pressing issues. You'll learn hands-on how to use these tools and how to leverage RevPASH to the greatest effect.

This course will introduce you to the basics of revenue management in the hotel industry. Learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Course Description

Revenue management is a way of increasing profitability and can be applied to any business that has relatively fixed capacity, perishable inventory, and time-variable demand. This course introduces you to the basics of revenue management in the hotel industry. You will learn how to apply pricing and length-of-stay tools and how to measure your revenue management performance.

Drawing on her extensive experience and research in this field, Professor Sheryl E. Kimes will inspire you to shift your thinking about revenue management from a focus on occupancy and average room rate to a focus on revenue per available room (RevPAR). You will develop an action plan to use these concepts to address your own real-life business problems.
 

This course includes:

  • Two self-check quizzes
  • Two discussions
  • Four Ask the Expert interactives
  • Two activities
  • A downloadable tool to use on the job
  • An action plan to apply what you’ve learned
  • One video transcript file

Completing all of the coursework should take five to seven hours.

In order to run a successful organization, you must be able to properly forecast demand for your location. This course will teach you how to do just that by giving you a step-by-step approach to positively impact your revenue management.

Course Description

Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. This course explores the role of the forecast in a revenue management strategy and the positive impact that forecasting can also have on staff scheduling and purchasing.

Authored by Professor Sheryl E. Kimes from Cornell University’s School of Hotel Administration, during this course you’ll get a step-by-step approach to creating an accurate forecast as you learn how to build booking curves, account for "pick-up", segment demand by market, group, and channel, and calculate error and account for its impact.
 

This course includes:

  • Five self-check quizzes
  • Two discussions
  • Two Ask the Expert interactives
  • One activity
  • One downloadable tool to use on the job
  • One action plan to apply what you learn
  • One video transcript file

Completing all of the coursework should take five to seven hours.

Master the tools of online marketing, mobile and social media and become more valuable to your employer.

Course Description

Successful marketing and revenue generation in hospitality requires the management of an array of new media including, social, mobile, and search. While these new media enable marketers to reach customers in ways that were previously not possible, successful use must be anchored by core marketing and demand management principles. This course provides you with a grounding in brand management and focuses on the importance of identifying and establishing your "brand promise": the experience your guests take away from engaging with your brand as the basis of new media management.

You'll experience the challenges involved in maintaining your brand's promise across a growing array of new media channels. You'll be exposed to sound marketing concepts, advice from industry experts, and actual experience with new media in exercises and simulations. You'll then take what you have learned and apply it to your existing marketing efforts based on industry best practices and time-tested frameworks for profitable marketing.

You'll learn directly from some of the heaviest hitters in new media for hospitality - CEOs, search, social and mobile media consultants, property-level managers, and more through interactive projects and compelling video exercises. See first-hand how the successful implementation of new media can help you deliver on your firm's "brand promise", enabling you to deal with market uncertainties and guide your organization toward sustained profitability.

Create a plan to elicit timely feedback from customers and generate online buzz.

Course Description

Hospitality marketing is fast shifting from traditional media to digital forms (e.g., social media, video, website and search, plus mobile applications). New-media technologies have changed the ways consumers experience and value a product or service. So how can you draw on these technologies to enhance your operations and provide distinct customer value? And how can you be sure your efforts in new media are producing tangible returns?

In this course, you'll examine innovations and trends in new media, and ways to leverage them to your brand's advantage. You will consider how new media can improve your marketing efforts by managing customer expectations and enhancing the consumer experience, and you'll discuss how to measure the success of those efforts. You'll also determine what organizational considerations will allow you to better leverage the evolving impact of new media and plan the future structure and role of your organization in this important area.

Explore this content through a mix of input from hospitality industry experts, hands-on practical activities, and the presentation of sound principles by Cornell faculty. Experience the content through the use of a fictional hotel case study with valuable feedback provided by your online instructor and peers.

This course on restaurant revenue management explains how meal duration and occupancy levels can profoundly effect the bottom line. It presents concepts, methods, and time-tested strategies managers can use to increase revenue.

Course Description

Building on concepts learned in Restaurant Revenue Management, this course further explores the correlation between meal duration, occupancy levels and revenue. Learn how to create an optimal table mix and increase revenue by using formulas to balance occupation, reservations and meal duration.

Position your business for greater profitability by using formulaic approaches and time-tested methods to quantify demand and manipulate table mix.

Pricing is one of the cornerstones of restaurant revenue management. This course shows you how to use variable pricing to increase revenue at your restaurant. It prepares you to perform analyses and make calculations needed for successful revenue management implementation.

Course Description

This course teaches foodservice managers how to increase revenue through strategic pricing. Explore concepts in revenue management and implement a strategy built on variable pricing, price discrimination, price elasticity, price customization, demand-based pricing, rate fences, and menu engineering.

Learn how to calculate costs and estimate the payback period for potential investments associated with implementation. You also examine related staffing, management and training issues as they relate to pricing and revenue management.

Alumni Testimonial

The program is a perfect fit for the busy professional. I thought the instructors were fantastic…I was sad to finish. But I’m glad I did!
Michael I.
General Manager