REVENUE MANAGEMENT FOR THE SERVICE INDUSTRY - 2025/6

Module Overview

In today¿s fast-paced, data-driven service economy, the ability to optimise revenue is a key competitive advantage. In this module, students will explore revenue management strategies used across a range of service sectors including hospitality, airlines, healthcare, events, and leisure.

Students will take an active role in analysing demand patterns, forecasting performance, setting pricing strategies, and designing inventory and distribution solutions. Through real-world case studies, industry insights, and a hands-on simulation experience, you will develop the strategic mindset and practical tools needed to make high-impact decisions in complex and uncertain environments.

This module will challenge students to think critically, use data creatively, and justify their decisions to stakeholders¿equipping them with the skills expected of senior professionals and revenue leaders in the global service industry.

Module provider

Surrey Business School

Module Leader

GANBERT Sylvia (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

This module explores the advanced principles, tools, and strategic approaches used in revenue management across a variety of service sectors. Indicative content includes:
¿ Foundations and Evolution of Revenue Management
o Strategic role of RM in service industries
o Key differences across sectors (hospitality, transport, healthcare, events)
¿ Market Segmentation and Customer Behaviour
o Identifying and targeting profitable customer segments
o Understanding price sensitivity and booking patterns
¿ Forecasting and Demand Analysis
o Quantitative forecasting methods (e.g., time-series, regression)
o Pick-up trends, wash factors, and market pace
¿ Dynamic Pricing and Rate Strategy
o Value-based and behavioural pricing models
o Managing rate fences and price perception
¿ Inventory and Capacity Management
o Overbooking, channel mix, and perishable capacity
o Yield management techniques in fixed and variable capacity environments
¿ Distribution and Channel Strategy
o Online vs offline distribution
o Role of intermediaries, direct booking strategies, and channel profitability
¿ Technology, Data & Digital Disruption
o Revenue Management Systems (RMS), AI, and predictive analytics
o Integrating CRM, PMS, and booking engine data
¿ Ethics and Strategic Risk in Revenue Management
o Ethical pricing, fairness, and transparency
o Risk mitigation and contingency planning
¿ Revenue Leadership and Organisational Integration
o Cross-functional collaboration (sales, marketing, finance)
o Aligning RM with overall business strategy
¿ Simulation and Strategic Application
o Hands-on use of simulation tools for strategic decision-making
o Debriefing and analysis of simulated performance

Assessment pattern

Alternative Assessment

Individual assignment instead of the group one.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their critical understanding of advanced revenue management concepts and to apply strategic decision-making skills in the context of the service industry.

Students will engage with real-world case material and simulated decision-making environments to develop the ability to analyse market dynamics, optimise revenue streams, and articulate viable strategies to senior stakeholders.

Summative assessment for this module consists of:
¿ Coursework ¿ Strategic Revenue Audit Report
An individual written assignment requiring students to critically evaluate the revenue performance of a service-based organisation. Students will apply forecasting tools, pricing strategy models, and market segmentation analysis to propose improvements to current revenue management strategies.
(Addresses Learning Outcomes: 1, 2, 4, 5)

¿ Oral-Type Assessment & Report ¿ Based on a Simulation
Students will work in small groups to manage a simulated service organisation¿s revenue strategy over a number of trading periods. The group will deliver a professional presentation outlining their strategic decisions, outcomes, and reflections. This will be supported by a short written report submitted individually.
(Addresses Learning Outcomes: 3, 4, 5, 6)

Formative Assessment and Feedback
Formative assessment opportunities are embedded throughout the intensive teaching block and the self-directed learning period. These include:
¿ In-class tasks and simulation previews with tutor feedback during seminars and workshops.
¿ Guided peer discussion and group coaching during simulation development.
¿ Q&A clinics and drop-in sessions between block weeks for support on the audit report.

Feedback will be provided as follows:

¿ Verbal feedback during seminars, simulation exercises, and group discussions.
¿ Written formative feedback on draft components where applicable (e.g., executive summary, initial forecast model).
¿ Detailed summative feedback through SurreyLearn, highlighting strengths, areas for improvement, and suggestions for further development in analytical thinking, commercial strategy, and professional presentation skills.
¿
This strategy ensures students receive timely and constructive feedback to support their learning, reflection, and progression throughout the module.

Module aims

• Equip students with a strategic understanding of revenue management principles and their application across diverse service industries such as hospitality, transport, healthcare, and events.
• Enable students to apply forecasting techniques and revenue optimisation tools in complex, dynamic business scenarios.
• Foster advanced decision-making skills through simulation and real-world case analysis, encouraging commercial awareness and responsiveness to changing market conditions.
• Cultivate the capacity to communicate revenue strategies effectively to a variety of stakeholders, supporting leadership and cross-functional collaboration in organisational contexts.
• Enhance students¿ digital, analytical, and strategic thinking capabilities to support sustainable revenue growth and long-term value creation in service-based enterprises.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy for the MBA Revenue Management for the Service Industry module is designed to accommodate professionals seeking flexible study options. Each module is delivered in intensive one-week blocks, comprising full days of engagement through lectures, seminars, workshops, group work, and industry guest lectures. This block teaching approach facilitates immersive learning experiences, allowing students to focus deeply on each subject area. Between these teaching blocks, typically an interval is provided for independent study and preparation for assessments.
The teaching methods include:
¿ Lectures: Comprehensive sessions introducing core concepts and frameworks in revenue management.
¿ Seminars and Workshops: Interactive discussions and practical exercises to deepen understanding and application of theories.
¿ Group Work: Collaborative projects to develop teamwork skills and apply learning to real-world scenarios.
¿ Industry Guest Lectures: Insights from practitioners to connect academic learning with current industry practices.
This strategy ensures that students not only acquire theoretical knowledge but also develop practical skills and professional competencies essential for leadership roles in the service industry.

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: MANM610

Other information

The Surrey Business School is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module is designed to allow students to develop knowledge, skills, and capabilities in the following areas: Digital Capabilities: Students engage with revenue management software tools and simulations, applying data-driven decision-making using forecasting models, dynamic pricing systems, and performance analytics. Use of Excel, industry-standard RMS platforms, and digital presentation tools further develops digital literacy in professional contexts. ________________________________________ Employability: This module provides practical, industry-relevant experience that mirrors senior revenue management roles. Through case studies and simulations, students develop the ability to formulate commercial strategy, make evidence-based decisions, and communicate with executive-level stakeholders¿key competencies for career progression in the service industry. Global and Cultural Capabilities: Students analyse revenue strategies from an international perspective, considering customer behaviours, regulatory environments, and pricing ethics in global service markets. Group collaboration with diverse peers fosters intercultural communication and awareness. Resourcefulness and Resilience: The intensive block-teaching format challenges students to manage time effectively, solve complex problems under pressure, and adapt quickly to dynamic scenarios. Strategic decision-making in simulations builds confidence, independence, and critical reflection under real-world constraints. Sustainability: Revenue decisions are evaluated through a lens of long-term viability, pricing fairness, and ethical considerations. Students are encouraged to reflect on the impact of RM practices on customer trust, organisational integrity, and social responsibility within service systems.

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 2025/6 academic year.