Master's Degree of Permanent Training in Revenue Management, Business Development and Big Data
Madrid, Spain
DURATION
7 up to 8 Months
LANGUAGES
Spanish
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request the earliest start date
TUITION FEES
EUR 5,900 *
STUDY FORMAT
On-Campus
* price for non-resident non-community students is just approximate since then each academic rate is different.
Introduction
Since 2008, with the Expert Title in Revenue Management, the Rey Juan Carlos University has become a leader and pioneer in Revenue Management training in Spain and Europe thanks mainly to the professional teaching staff that integrates the faculty, internships in the best companies and the MR simulator used by the students. In addition, the university is in the QS ranking, standing out among the 150 best universities in the world in Hotel Management.
The change from the title of Expert to Master is given by the current strategic and holistic conception of Revenue Management, integrating with the Sales Department, Marketing that has originated the Business Development Department in companies in the tourism sector. However, most of the current Business Development directors come from the Revenue Management area, but in many cases they lack commercial training. In this sense and to prepare these new professionals that the sector is already in demand, the Master in Revenue Management, Business Development and Big Data has been created, incorporating Marketing and Commercialization content into the Revenue Management content.
Some important milestones that support us:
- The Spanish Confederation of Hotels and Tourist Accommodations and the Nh Hotel Group hotel chain have been main partners in the Revenue Management Programs since the beginning.
- BritishAirways in 2012 requested to teach content and incorporate students who had finished the title.
- Melia Hotels International and Nh have been recruiting our students at the beginning of the course for four years.
- Infojobs already in 2014 referred to the URJC as the university where most of the Revenue Management directors in our country had been trained.
- We have provided training in Revenue Management in Official Masters at other Spanish universities and hotel associations, etc.
- We have published the first Revenue Management manual in Spanish.
- We have published academic articles in the most prestigious journals in this area (Journal of Pricing and Revenue Management; Journal or Tourism and Hospitality Management, etc.).
- We have held important conferences and seminars, one of the last involving more than 3,000 professionals.
- And above all the high employability of our students
Admissions
Curriculum
Module 1. Revenue Management
- Fundamentals and application RM.
- Introduction to RM with a brief summary of the discipline, the different facets to be covered throughout the course».
- Segmentation: RM by market segment.
- Revenue Management Tools.
- CRM.
- Implementation of the Revenue Management Action Plan.
- Organization: The RM in the organization -Job Description and Reporting.
- Recruitment strategy in Business Travel.
Module 2. Economics Applied to Revenue Management
- Economy and impact on RM management
- Microeconomics and macroeconomics
- Business economics
- Sources of statistical information
- risk management
- Game Theory Applied to Revenue Management
Module 3. Accounting and Finance Applied to Revenue Management
- P&L, effect on profits.
- Hotel Valuation. Impact on stock market returns.
Module 4. Forecasting
- Introduction to FC, Unconstrained demand, LR value, etc.
- FC levels, FC impact, FC processes, FC ingredients, difference by type of hotel, Automation, systems, Group RM, etc.
- Forecast control.
- Practical application of Forecasts.
Module 5. Benchmarking
- Competitive pricing and Benchmarking
- Market Share
- Marketing. The market study, SWOT, etc.
- competitive positioning
- P&L Benchmarking
- Tools: STRtr report / INE and other metrics
- Case study: Hotel positioning study
Module 6. Distribution and Revenue Management
- Introduction to distribution.
- Channel Management: Rate Parity + Channel Management.
- Distribution channels: Tour Operation -RM Strategies with TTOO.
- Distribution channels: Opaque Rates.
- Importance of direct channels: creating a direct sales strategy.
- SEM/SEO.
- The Impact of Social Media and Social Networks on Distribution.
- Distribution channels: Importance of OTAs and impact on RM management.
- Creating a business relationship with the OTAs
Module 7. Organization and leadership
- Teamwork.
- Motivation and leadership.
- Efficient presentations.
Module 8. Pricing
- Pricing: development of pricing strategy by segment.
- Pricing: positioning techniques.
- Pricing on luxury products.
Module 9. Big Data / Business Intelligence
- Introduction to Big Data. Main indicators of RM
- Philosophy, application, and management of KPIs
- Basic Concepts of Business Intelligence (BI)
- Data visualization: Visual analytics
- Fundamentals of econometrics, statistics, and Data Science
- From "small data" to "Big Data"
- What is Big Data from the point of view of the Data Scientist?
- Machine Learning. A technical review of the most popular methods
- Fundamentals of econometrics
- Big data, machine learning, and RM
- Big Data applied to RM
- Evolution of MRI systems and their relationship with data volumes
- Difficulties of Big Data in the tourist environment
- Big Data: Global vision and main platforms
Module 10. Sales Management
- Up-selling
- cross-selling
Module 11. Total Revenue Management
- F&B, Banquets
Module 12. Application of Revenue Management in other businesses
- Airlines
- Theme parks
- Cruise ships
- railway lines
Module 13. Business Development
- Trade Marketing Strategy
- Trade Portfolio Definitions
- Destination Marketing
- Commercial network management by markets and accounts
- Commercial CRM tools
- commercial organization
Module 14: Coaching-Career Orientation Service
Workshops – E-Commerce – RM Tools.
The Master's Degree in Permanent Training offers a comprehensive curriculum in Revenue Management, Business Development, and Big Data, providing students with a thorough understanding of these fields and granting 60 ECTS credits upon successful completion.