Master in Revenue management & Digital tourism marketing

48 hours in presence in Milan
16 to 21 October 2023


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The objective of this Master's course is to train hotel operators capable of managing the capacities of a hotel facility across the board, maximising its costs and profits.
All aspects linked to Revenue management and Yield management will be addressed, debunking false "myths", first of all explaining what RM is NOT. We will then discuss topics related to strategies useful for exploiting all the characteristics of the structure, also taking into account the territory to which it belongs, in order to be able to create an ad hoc product, "tailored" to its customers. To do this, it will be necessary to analyse the various types of customers, in order to satisfy their requests, using where necessary means such as promotional campaigns and offers, strategically distributed throughout the year. Knowing the company's history will make it possible to anticipate any periods of price swings, rather guaranteeing linear and constant occupancy, without risking losses in economic terms. Another fundamental aspect is digital marketing, through which the structure defines itself in the Internet environment. In this sense, a path will be developed that will lead to the knowledge of SEO techniques and thus, among others, the methods of targeting and indexing one's own website. The final objective will be the improvement of brand reputation, parallel to the increase of the structure's online visibility.

The professional figure

The management of the costs and revenues of a hotel, represents a fundamental activity on which the optimisation of the volume of business depends, foreseeing maximum room occupancy. An apparently simple concept, but one that implies first of all an in-depth knowledge of all the activities of an accommodation facility; it starts with the company's history, so as to know the evolution of the facility's performance during the year, identifying its weak points and therefore areas for improvement; it will then be possible to set rates for the entire year, taking into account high and low seasons, holidays, special occasions and conventions with loyal customers and companies.
Fundamental is the analysis of competitors, SWOT analysis of the structure, analysis of the various types of customers, in order to be able to respond to every need, in a timely and efficient manner. No less important, knowledge of constantly changing demand trends
One of the key aspects, closely linked to brand reputation, is staff training, customer care and customer service proposition.

Revenue management e yield management represent two key concepts and are one the natural consequence of the other: the ultimate goal of revenue management is not revenue but the achievement of margin (yield).

The programme

Module 1 - Definition and Principles of Revenue Management

  • Principles of Revenue Management
  • Areas of application of the Revenue Economy
  • Yield Management and Revenue Management

Module 2 - Strategy realisation

  • Creating a history
  • The commercial balance sheet of a company
  • Forecast analysis and tariff flexibility
  • Segmentation of supply and demand (leisure&business)
  • Benchmarking: competitor analysis
  • Forecasting and budgeting
  • How to carry out costing

Module 3 - Implementation of advanced revenue strategy

  • Up-selling, down-selling, cross-selling
  • Identifying common errors
  • Case history analysis and practical exercises

Module 4 - Analysis and management of a facility's services

  • Room typology analysis
  • Conventions with companies and customers
  • SWOT analysis
  • Spillage and Spoilage
  • Overbooking and overselling
  • The growth mindset and the importance of business growth

Module 5 - Revenue management in the post-covid era

  • Revenue management post covid: new criteria and new strategies
  • Evolution in Pricing and Strategic Forecasting
  • New aspects to consider in resource management: What to evaluate? What to modify? How to further enhance your product in order to meet demand?

Module 6 - Indispensable Software for Revenue Management

  • RMS Revenue Management System - Revolution Plus, Channel Manager PMS
  • Online sales channels and distribution availability
  • Direct sales strategies: telephone bookings, walk in

Module 7 - Hotel Tourism Web Marketing

  • Definition of Web Marketing
  • Traditional vs. online marketing
  • Web Marketing Plan
  • SEO techniques
  • How to make the most of the potential of the official website: visual marketing
  • Content creation. Journey into strategy
  • Experience Proposals: Storytelling
  • Brand reputation management
  • How to promote your services online
  • Using social networks: which ones and how to use them, optimising results, online caring
  • Defining corporate objectives
  • Knowing how to analyse online data (website, competitors, marketing by mail, social media, web positioning)
  • Online benchmarking: data analysis
  • Google Analytics and Google Adwords, online business positioning
  • Marketing by mail: newsletters
  • How to implement a Digital Media Strategy
  • Practical exercises, case histories
Course duration:

6 Zoom online meetings of 3 hours each (tot. 18 hours) in the preparatory phase

48 hours of face-to-face classroom instruction

1 month Remote project work

300 hours of internship

Job orientation phase and professional profile disclosure to companies in the sector

The teachers of the Master in Revenue management & Digital tourism marketing

Some images from the classroom


The partners

Training project

Preparatory phase: study of preparatory texts provided by the European Institute of Tourism; 6 Zoom online meetings of 3 hours each (tot. 18 hours); 3-month Gofluent English language course "all you can learn" formula. If you already have at least a self-certified level B2 of English, you can choose another of the following languages: French, Spanish, German, Chinese (Mandarin), Portuguese (Brazilian), Dutch, Russian and Italian;Course on safety at work low risk -D.lgs 81/08

Classroom lessons: 48 hours full immersion

Project work: carrying out a project (1 month) aimed at assessing the ability to strategically apply the procedural tools learnt, with regard to cost management and projections

Company internship: 300 hours at companies in the sector chosen within the IET partner network

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