ADVANCED REVENUE MANAGEMENT - 2021/2

Module code: MAN3167

Module Overview

This module is designed as a continuation for students who had previously studied Revenue Management in the previous year. The aim is to take the key principles of Revenue Management previously taught and to expand on them substantially to add depth of knowledge, Skills in Revenue management and to have the ability to form short and long term strategies based on analysis, forecasting and market demand. From a programme perspective, this module will provide the key skills needed for any student interested in undertaking this key area further in their career.

Module provider

Hospitality, Tourism & Events Management

Module Leader

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

Module Availability

Semester 1

Prerequisites / Co-requisites

Must have taken Understanding Revenue Management in the Second year

Module content

Indicative content includes:
• The role of technology in Revenue Management
• Forecasting tools and methods
• Market awareness, segmentation and identifying trends
• Demand driven decision making
• Gathering data and producing a manual forecast
• Understanding demand levers
• Pick-up, wash, pace
• Assessing business on the books
• Market testing and evaluation
• Understanding variances and amending a forecast / Budget
• Change Management

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Group Assessment & Presentation (1500 words) 50
Coursework Individual Assignment (2000 words) 50

Alternative Assessment

Group Assessment & Presentation - An individual assessment in a form of a report that is related to the Subject matter

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate First Summative Assessment: The assessed work will comprise of a presentation & a report that evaluates the revenue management strategy and performance of the hotel. In groups, students will participate in Analysis & Forecasting Case Studies and follow up with a presentation and report that identifies the strategy they adopted as a team in managing their hotel, essentially run a revenue meeting. Second summative assessment: The second assessment will assess the individual students’ ability to discuss a Revenue management related topic in relation to the current market place

Formative feedback

Students receive feedback throughout the semester via face to face teaching which will support them to complete the assessments.

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
  • To provide students with an understanding of the data needed to produce a forecast as well as the methods of forecasting
  • Provide students with the ability to analyse data to make effective pricing, inventory & distribution decisions
  • Help students evaluate market trends, pace, demand generators & drainers and to make subsequent decisions accordingly
  • Help students understand the role of analysis in strategic decision making

Learning outcomes

Attributes Developed
001 Explain the principles & Practice of Revenue Management and understand important concepts to make revenue management successful in the hotel business CK
002 Understand the individual revenue generating streams in a full service hotel CK
003 Evaluate how revenue management affects the performance of a hotel operation through key inventory, pricing and distribution decisions CKT
004 Analysing historical and pick-up data to make revenue management decisions that improve hotel performance CKT
005 Make key forecasting decisions with follow up strategic decisions for market segments, pricing and distribution KPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Seminar Hours: 11

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 Analysis & Forecasting Case Studies wherein they make revenue management decisions over a period of time. They will receive weekly feedback on this activity. The learning and teaching methods include: 2 hours lecture x 11 weeks plus1 hour tutorial x 11 weeks


Teaching Approach
Lectures on theoretical underpinning
Outside speakers on practical application
Practical experience utilising a simulation programme

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.

Reading list

Reading list for ADVANCED REVENUE MANAGEMENT : http://aspire.surrey.ac.uk/modules/man3167

Other information

n/a

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Hospitality Management BSc (Hons) 1 Optional A weighted aggregate mark of 40% is required to pass the module
International Hospitality and Tourism Management BSc (Hons) 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 2021/2 academic year.