HOTEL REVENUE MANAGEMENT - 2017/8

Module code: MAN3094

Module provider

Hospitality & Tourism Management

Module Leader

GANBERT S Miss (Hosp & Tour)

Number of Credits

15

ECT Credits

7.5

Framework

FHEQ Level 6

JACs code

N862

Module cap (Maximum number of students)

N/A

Module Availability

Semester 1

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP ASSIGNMENT (1500 WORDS) 50
Examination 2 HOUR EXAM (CLOSED BOOK) 50

Alternative Assessment

Group assignment will be replaced by requiring an individual assignment that covers aspects of the RevSim activity.

Prerequisites / Co-requisites

None.

Module overview

This module is designed to develop an understanding of revenue management (RM) in the international hotel industry. This has become a major strategic tool in the successful operation of these businesses. The module provides an overview of the RM, looking all aspects of this activity from a variety of perspectives – strategic, marketing, operations and human resources.

Module aims

The aim of the module is to equip students with the approaches, tools and techniques that are required by the revenue management team of an international hotel.

Learning outcomes

Attributes Developed
Explain the definition of revenue management and understand important concepts to make revenue management successful in the hotel business K
Understand the individual roles of different members of an hotel's revenue management team KC
Evaluate how revenue management affects the performance of a hotel operation KC
Make revenue management decisions that improve hotel performance PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

Indicative content includes:


History and development of revenue management
Customers’ Knowledge and Consumer Behaviour
Market Segmentation and Selection
Internal Assessment and Competitive Analysis
Economic Principles and Demand Forecasting
Reservations and Channels of Distribution
Dynamic Value-Based Pricing
Channel and Inventory Management
The Revenue Management team and organisational culture

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

Each week students will have a lecture which will be supported by readings from the recommended text and additional SurreyLearn materials (handouts, weblinks, Powerpoints, and etc.).  Students will also be put into groups to participate in the RevSim simulation wherein they make revenue management decisions over an eight week period.  They will receive weekly feedback on this activity.

The learning and teaching methods include:


2 hours lecture x 10 weeks
2 hours guest speech x 1 week
1 hour tutorial x 11 weeks

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

For the Group Assignment students write a report that identifies the strategy they adopted as a team in managing their RevSim hotel   This tests learning outcomes 1, 2, and 3.

The individual final exam assesses students’ understandings of various concepts about hotel revenue management, and skills of practical applications. This tests learning outcomes 1, 3, and 4.

Thus, the summative assessment for this module consists of:

First summative assessment

The assessed work will comprise a report that evaluates the revenue management strategy and performance of the hotel.  In groups, students will participate in the Revenue Management Simulation RevSim. Report should require each of this section, as follows:


Review the market and competitors, conduct SWOT analysis
Analyse hotel’s financial performance and marketing costs
Review marketing strategy, segmentation and channels of distribution
Review pricing strategies and operating performance
Coordinate team, post online in RevSim (or delegate others to do so) and oversee presentation of the overview report


Second summative assessment:

The exam will be in two parts.  The first part will be 20 multiple choice questions (each worth 1% of the exam).  All of these questions will have previously been included in the weekly quizzes.  The second part will be four short answer questions (each worth 20%).

Formative assessment and feedback

Students will receive feedback on their weekly performance via the message tool in RevSim as well as weekly-basis tutorials. In addition, students will obtain feedback for their first and second assessments by SurreyLearn.

Reading list

Reading list for HOTEL REVENUE MANAGEMENT : http://aspire.surrey.ac.uk/modules/man3094

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Hospitality and Tourism Management BSc (Hons) 1 Optional A weighted aggregate mark of 40% is required to pass the module
International Hospitality Management BSc (Hons) 1 Optional A weighted aggregate mark of 40% is required to pass the module
International Hospitality Management MBus 1 Optional A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.