Demand management: Breaking down today’s commercial silos

Start Date: 08/09/2020

Course Type: Common Course

Course Link:

Explore 1600+ online courses from top universities. Join Coursera today to learn data science, programming, business strategy, and more.

About Course

The biggest challenge facing the hospitality industry over the next 5 years is the lack of integration between the key commercial disciplines of sales, revenue, distribution and finance and the negative impact this will continue to have on delivering asset value and maximum profitability. This course, spread over 4 key modules: Asset Management Demand Generation Digital Marketing Demand Optimisation aims to break down these commercial silos and reveal the journey from long-term asset development through to short-term profit tactics and how commercial teams can align themselves throughout the organisation. Created by SnapShot, this course is hosted by a group of experienced Industry guest lecturers in their fields of expertise and includes an ideal mix of accessible theory and practical exercises and simulations. SnapShot is a Hotel Demand Management company that specializes in helping hotels aggregate and use their data. We provide useful tools as well as innovative education and coaching services to empower hotels to take informed decisions in managing their demand to increase profits.

Course Syllabus

After a short introduction and definition of asset management, this module will explore the relationship between what we call the "Asset management triangle" actors. We will then walk through the different milestones of a hotel project, from start to finish, from initial plan to exit.

Deep Learning Specialization on Coursera

Course Introduction

Demand management: Breaking down today’s commercial silos In recent years, the number of commercial airplanes and cars has put a massive strain on the logistics channels. In this course, we will explore the challenges of meeting the increasing demand for goods and services, while also minimizing the risks and disrupting the established commercial ecosystem. We will focus on the most critical areas of commercial business, while also examining emerging trends that are set to transform the commercial sector.Throughout the course you will be confronted with the most important questions: What is the commercial ecosystem in the United States? How will demand for goods and services grow? What are the key markets for US goods and services? How do US companies approach international markets? Who is important to the commercial ecosystem? Our objective is to help you better understand the commercial business landscape, while also addressing some of the most important questions that arise during your professional career. During the course, you will have the opportunity to learn about the commercial business landscape, while also interacting with industry professionals and fellow learners. Throughout the course you will have the opportunity to engage in hands-on activities and in-depth discussions with your fellow learners. We hope you will join us for the learning experience! The course is organized around four key modules. Each module provides a deeper and conceptualize the nature of the business problem being addressed, while also providing an opportunity to put into practice solutions. Module 1 focuses on the key areas of commercial business challenges, while Module 2 focuses on the supply chain and

Course Tag

Revenue Management Forecasting Demand Management Asset Management

Related Wiki Topic

Article Example
Demand management A Demand Controller is established when a company implements a Demand Control process. Unlike a Demand Planner who focuses on long-term order management, the Demand Controller is responsible for short-term order management, focusing specifically when demand exceeds supply or demand appears to be less than planned, and engages sales management in both situations. The Demand Controller works across multiple functions involved in the supply and demand processes, including demand planning, supply planning, sales, and marketing.
Demand management The components of effective demand management, identified by George Palmatier and Colleen Crum, are: 1. Planning Demand; 2. Communicating Demand; 3. Influencing Demand and 4. Prioritizing Demand.
Demand management In macroeconomics, "demand management" is the art or science of controlling aggregate demand to avoid a recession.
Transportation demand management Transportation demand management, traffic demand management or travel demand management (all TDM) is the application of strategies and policies to reduce travel demand, or to redistribute this demand in space or in time.
Demand management Demand management has a defined set of processes, capabilities and recommended behaviors for companies that produce goods and services. Consumer electronics and goods companies often lead in the application of demand management practices to their demand chains; demand management outcomes are a reflection of policies and programs to influence demand as well as competition and options available to users and consumers. Effective demand management follows the concept of a "closed loop" where feedback from the results of the demand plans is fed back into the planning process to improve the predictability of outcomes. Many practices reflect elements of systems dynamics. Volatility is being recognized as significant an issue as the focus on variance of demand to plans and forecasts.
Demand management Demand management in economics focuses on the optimal allocation resources to affect social welfare.
Demand management Demand management in its most effective form has a broad definition well beyond just developing a "forecast" based on history supplemented by "market" or customer intelligence, and often left to the supply chain organization to interpret. Philip Kotler, a noted expert and professor of marketing management notes two key points: 1. Demand management is the responsibility of the marketing organization (in his definition sales is subset of marketing); 2. The demand "forecast" is the result of planned marketing efforts. Those planned efforts, not only should focus on stimulating demand, more importantly influencing demand so that a company's [business'] objectives are achieved.
Demand management In natural resources management and environmental policy more generally, demand management refers to policies to control consumer demand for environmentally sensitive or harmful goods such as water and energy. Within manufacturing firms the term is used to describe the activities of demand forecasting, planning, and order fulfillment. In the environmental context demand management is increasingly taken seriously to reduce the economy's throughput of scarce resources for which market pricing does not reflect true costs. Examples include metering of municipal water, and carbon taxes on gasoline.
Demand management Demand Control is a principle of the overarching Demand Management process found in most manufacturing businesses. Demand Control focuses on alignment of supply and demand when there is a sudden, unexpected shift in the demand plan. The shifts can occur when near-term demand becomes greater than supply, or when actual orders are less than the established demand plan. The result can lead to reactive decisions, which can have a negative impact of workloads, costs, and customer satisfaction.
Demand chain management Demand chain management (DCM) is the management of relationships between suppliers and customers to deliver the best value to the customer at the least cost to the demand chain as a whole. Demand chain management is similar to supply chain management but with special regard to the customers.
Demand Energy demand management, also known as demand-side management (DSM) or demand-side response (DSR), is the modification of consumer demand for energy through various methods such as financial incentives and behavioral change through education.
Demand Demand management in economics is the art or science of controlling economic or aggregate demand to avoid a recession. Such management is inspired by Keynesian macroeconomics, and Keynesian economics is sometimes referred to as demand-side economics.
Commercial management ICM defines Commercial Management as: "The identification and development of business opportunities and the profitable management of projects and contracts, from inception to completion."
Demand management Demand management is a planning methodology used to forecast, plan for and manage the demand for products and services. This can be at macro-levels as in economics and at micro-levels within individual organizations. For example, at macro-levels, a government may influence interest rates in order to regulate financial demand. At the micro-level, a cellular service provider may provide free night and weekend use in order to reduce demand during peak hours.
Energy demand management California has several demand side management programs, including automated and critical peak pricing demand response programs for commercial and industrial customers as well as residential consumers, energy efficiency rebates, non-event based time-of-use pricing, special electric vehicle charging rates, and distributed storage. Some of these programs are slated to be added into the wholesale electricity market to be bid as "supply side" resources that can be dispatched by the system operator. Demand side management in the state will be increasingly important as the level of renewable generation approaches 33% by 2020, and is expected to be increased beyond that level in the long-term.
Transportation demand management Demand management is central to the effort to reduce greenhouse gas emissions from urban transportation,
Energy demand management Energy demand management, also known as demand-side management (DSM) or demand-side response (DSR), is the modification of consumer demand for energy through various methods such as financial incentives and behavioral change through education. Usually, the goal of demand side management is to encourage the consumer to use less energy during peak hours, or to move the time of energy use to off-peak times such as nighttime and weekends. Peak demand management does not necessarily decrease total energy consumption, but could be expected to reduce the need for investments in networks and/or power plants for meeting peak demands. An example is the use of energy storage units to store energy during off-peak hours and discharge them during peak hours. A newer application for DSM is to aid grid operators in balancing intermittent generation from wind and solar units, particularly when the timing and magnitude of energy demand does not coincide with the renewable generation.
Demand management Theoretical criticisms of demand management are that it relies on a long-run Phillips Curve for which there is no evidence, and that it produces dynamic inconsistency and can therefore be non-credible.
Demand management Today, most governments relatively limit interventions in demand management to tackling short-term crises, and rely on policies like independent central banks and fiscal policy rules to prevent long-run economic disruption.
Energy demand management Broadly, demand side management can be classified into four categories: national scale, utility scale, community scale, and individual household scale.