REVENUE MANAGEMENT - 2021/2

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 provider

Hospitality, Tourism & Events Management

Module Leader

WANG Lorna (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Module Content:

• 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


• RM Implementation

Assessment pattern

Alternative Assessment

Alternative Assessment to the Group Assessment is an individual report of 1500 words

Assessment Strategy

The group work applies RM principles and practices through the simulation and requires students to demonstrate their learning through a report on this activity.  The exam tests students’ knowledge and understanding of the subject area, along with the application of this through worked examples.

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 introduce students to how revenue management is executed and the impact it has on business performance. The module will be approached from the viewpoint of the Revenue Manager, who needs to manage this complex activity with the aid of specialists both inside and outside his or her organisation.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide mini-lectures (often including interactive tasks) delivered by the module tutors designed to develop an understanding of underpinning theory and an introduction to academic debates.  In addition, a series of student activities and discussions working in groups to explore and apply the mini lecture materials

The learning and teaching methods include:

1. Lectures on specific aspects of RM.


2. The RevSim simulation in which student groups will simulate running a hotel competitively against other groups.


3. Readings, exercises, activities and weblinks in ULearn.


4. Industry visiting speakers.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM243

Programmes this module appears in

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.