Course

Revenue Management in Hospitality

Faculty
Commerce & Business Administration
Department
Hospitality Management
Course Code
HOSP 3100
Credits
3.00
Semester Length
15
Max Class Size
35
Method Of Instruction
Hybrid
Online
Lecture
Seminar
Typically Offered
To be determined

Overview

Course Description
This course focuses on skills revenue managers require to manage revenue through demand and supply management, value propositions and pricing. Effective leadership in forecasting, demand analysis, market segmentation, purchase behavior analysis and distribution management are key areas covered. Key aspects of maximizing assets for a greater return on investment are examined. Analysis of political, economic, socio-cultural and technological forces is undertaken to predict opportunities for profit maximization.
Course Content
  • Introduction to Revenue Management
  • Strategic pricing
  • Value pricing
  • Differential pricing
  • The Revenue Manager's role
  • Forecasting demand
  • Segmentation and buyer behaviour
  • Distribution channel management
  • Specialized applications of Revenue Management
Methods Of Instruction

The methods of instruction for this course will include a combination of lecture/seminar, case analysis, and revenue management simulation exercise.

Means of Assessment

Assessment will be in accordance with the Douglas College Evaluation Policy.

Case study analysis 10-20%
Quiz(zes) 10-20%
Group project and presentation(s)      15-20%
Individual assignment(s) 20-25%
Final exam 30%
Total 100%

To pass the course, students must achieve a cumulative grade of 50% on a weighted average basis in all non-group assessments as well as 50% overall in the course.

Students must write midterm(s) and the final examination to pass the course.

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Learning Outcomes

Upon completion of this course, the successful student will be able to:

  • Articulate the impact of supply and demand as well as the role of value in pricing.

  • Demonstrate how cost relates to the principles of pricing and the link between quality, service and price perceptions

  • Create differential pricing, given various demand scenarios.

  • Discuss how and why Revenue Managers must work as part of an effective team in order to achieve success.

  • Articulate the legal and ethical aspects of revenue management.

  • Explain how and why demand forecasting incorporates historical, current and future data.

  • Explain how market segmentation is used to optimize business and manage different demand scenarios.

  • Explain how and why distribution channels are managed in order to optimize results and how to manage inventory according to demand.

  • Apply case analysis to break down and evaluate revenue management situations, synthesizing information to drive profit maximization recommendations and decisions in order to best optimize results.   

  • Discuss how data is obtained and best used for revenue management decision making, control purposes and inventory allocation.

  • Differentiate between a rooms budget and forecast and explain the necessary steps to complete and manage each.

  • Perform and interpret basic Occupancy, ADR, RevPAR, IPC (index percent change) and PC (percent change) calculations.

  • Demonstrate how to read and interpret a STAR (Smith Travel Accommodation Report).

  • Explain the concepts of dynamic and open pricing.

Textbook Materials

David K. Hayes & Allisha A. Miller, Revenue Management for the Hospitality Industry, John Wiley, (latest edition)

or similar textbook(s) or materials as approved by the department.

Use of only Commerce and Business faculty approved calculator.

Requisites

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer Details for HOSP 3100
Athabasca University (AU) AU ADMN 1XX (3)
Capilano University (CAPU) CAPU TOUR 200 (3)
College of the Rockies (COTR) COTR TRMP 2XX (3)
Kwantlen Polytechnic University (KPU) No credit
Simon Fraser University (SFU) No credit
Thompson Rivers University (TRU) TRU HOSP 3XXX (3)
University of British Columbia - Vancouver (UBCV) No credit
University of Northern BC (UNBC) No credit
University of the Fraser Valley (UFV) UFV BUS 2XX (3)
University of Victoria (UVIC) No credit

Course Offerings

Fall 2022

CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
36033
Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Portner
Instructor First Name
Mark
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
23
12
Actual Wait Count
0
Days
Building
Room
Time
Thu
Building
Coquitlam - Bldg. A
Room
A2290
Start Time
16:30
-
End Time
19:20