Program Overview

Introduction to the Master's Program

The Permanent Training Master's Degree in Revenue Management, Business Development, and Big Data is a comprehensive program designed to equip professionals in the tourism sector with the skills and knowledge necessary to excel in revenue management. The program is offered by the Rey Juan Carlos University and is tailored to meet the needs of both current and future revenue managers.

Objectives

The primary objective of this master's program is to train students in the management of information, pricing, capacity, distribution channels, and sales, utilizing current tools such as Big Data. The program aims to maximize hotel profits and customer value, adopting a more strategic and client-focused approach by integrating revenue management, commercial areas, and marketing.

Competences

Upon completion of the program, students will have developed a range of skills, including:

• Capacity for analysis and synthesis
• Capacity for teamwork
• Problem-solving ability
• Critical and self-critical capacity
• Autonomous learning
• Ability to adapt to changing environments
• Oral and written communication
• Decision-making
• Ability to organize and plan
• Skills in interpersonal relationships
• Communication ability with experts from other areas
• Ability to apply knowledge in practice
• Achievement motivation
• Leadership

Programme Structure

The program consists of face-to-face training for 230 hours, divided into several modules:

Module 1: Revenue Management

• Fundamentals and application of Revenue Management
• Introduction to Revenue Management
• Segmentation: Revenue Management by market segment
• Revenue Management Tools
• CRM
• Implementation of the Revenue Management Action Plan
• Organization: The Revenue Management in the organization
• Recruitment strategy in Business Travel

Module 2: Economics Applied to Revenue Management

• Economy and impact on Revenue Management
• Microeconomics and macroeconomics
• Business economics
• Statistical information sources
• 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 Forecasting
• Unconstrained demand, LR value, etc.
• Forecasting levels, impact, processes, ingredients, difference by type of hotel
• Automation, systems, Group Revenue Management, etc.
• Forecast control
• Practical application of Forecasts

Module 5: Benchmarking

• Competitive pricing and benchmarking
• Market Shares
• Marketing
• Competitive positioning
• P&L Benchmarking
• Tools: STR 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 - Revenue Management 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 Revenue 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 Revenue Management
• Philosophy, application, and management of KPIs
• Basic concepts of Business Intelligence (BI)
• Data visualization: Visual analytics
• Fundamentals of econometrics, statistics, and Data Science
• Big Data applied to Revenue Management
• Evolution of Revenue Management 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

• Upselling
• 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
• Business CRM Tools
• Commercial organization

Module 14: Coaching-Career Orientation Service

Workshops E-Commerce Revenue Management Tools

End of Course Project: Revenue Management Game

• Students divided into groups, representing hotels, compete against each other in a simulation of a real market environment.
• The End of Course Project is defended before a Tribunal of Experts in Revenue Management.

Recipients

The master's program is aimed primarily at professionals in the tourism sector and graduates who wish to specialize in Revenue Management. To be eligible, applicants must hold a Bachelor's, Diploma, or Graduate degree. Students in the 4th year of their degree course may also apply, provided they have completed all requirements except the Final Degree Project or can accredit professional experience.

Academic Management and Faculty

The program is directed by Dr. Pilar Tal鏮 Ballestero and features a faculty of experienced professionals and academics in the field of Revenue Management, including representatives from leading hotel chains and industry experts.

Quality Guarantee

The program is subject to an internal quality assurance system, ensuring that it meets the highest standards of academic excellence. The Quality Assurance Commission annually analyzes the program's indicators and prepares a report that includes improvement plans as necessary.

Duration and Development

The master's program lasts for 227 teaching hours (60 ECTS credits) and is offered in a face-to-face modality. The program starts on October 14, 2025, and ends on May 14, 2026.

Reservation of Place and Enrollment

The pre-registration period is from June 3, 2025, to October 6, 2025. The enrollment deadline is from October 1, 2025, to October 10, 2025. The program has a limited number of places (30), and the start of the course is conditioned to the minimum number of students enrolled. The tuition fee is 6,200, with options for payment in installments.

Documentation to Attach, Forms, and Place of Delivery

Applicants must submit scanned documentation, including their National Identity Document, university degree, curriculum vitae, and a responsible declaration of veracity of the data provided. Foreign students must provide additional documentation, including their passport, foreign Higher Education Degree, and photocopy of the bank transfer made during pre-registration.

Conclusion

The Permanent Training Master's Degree in Revenue Management, Business Development, and Big Data offered by the Rey Juan Carlos University is a comprehensive and specialized program designed for professionals in the tourism sector. With its focus on revenue management, business development, and the application of Big Data, this program equips students with the skills and knowledge necessary to succeed in the competitive hospitality industry.