HOTEL REVENUE MANAGEMENT - 2021/2
Module code: MAN3094
In light of the Covid-19 pandemic the University has revised its courses to incorporate the ‘Hybrid Learning Experience’ in a departure from previous academic years and previously published information. The University has changed the delivery (and in some cases the content) of its programmes. Further information on the general principles of hybrid learning can be found at: Hybrid learning experience | University of Surrey.
We have updated key module information regarding the pattern of assessment and overall student workload to inform student module choices. We are currently working on bringing remaining published information up to date to reflect current practice in time for the start of the academic year 2021/22.
This means that some information within the programme and module catalogue will be subject to change. Current students are invited to contact their Programme Leader or Academic Hive with any questions relating to the information available.
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.
Hospitality, Tourism & Events Management
GANBERT Sylvia (Hosp & Tour)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 6
JACs code: N862
Module cap (Maximum number of students): N/A
Overall student workload
Independent Learning Hours: 117
Lecture Hours: 22
Seminar Hours: 11
Prerequisites / Co-requisites
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
|Assessment type||Unit of assessment||Weighting|
|Coursework||GROUP ASSIGNMENT (1500 WORDS)||50|
|Examination||2 HOUR EXAM (CLOSED BOOK)||50|
Group assignment will be replaced by requiring an individual assignment that covers aspects of the RevSim activity.
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:
1. 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
2. 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.
- 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.
|1||Explain the definition of revenue management and understand important concepts to make revenue management successful in the hotel business||K|
|2||Understand the individual roles of different members of an hotel's revenue management team||KC|
|3||Evaluate how revenue management affects the performance of a hotel operation||KC|
|4||Make revenue management decisions that improve hotel performance||PT|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
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
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Upon accessing the reading list, please search for the module using the module code: MAN3094
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 2021/2 academic year.