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 and business development. This program is offered by the Rey Juan Carlos University and is tailored to meet the demands of the industry, focusing on the integration of revenue management with commercial and marketing strategies.

Objectives

The primary objective of this master's program is to train future and current revenue managers to direct the Business Development department of a hotel or chain. The program aims to develop the knowledge, skills, and competencies necessary for the management of information, pricing, capacity, distribution channels, and sales, utilizing current tools such as Big Data to maximize hotel profits and customer value.

Competences

The program is designed to develop 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, who will assess the strategies followed in the Simulation Game.
• Use of REVsim Simulation Platform.

External Internships

• Tutoring and evaluation of external practices

Recipients

This master's degree 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 for 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 and Business Development.

Quality Guarantee

The program is subject to an internal quality assurance system, which includes surveys to evaluate student satisfaction, teacher evaluation, and labor insertion, among other indicators.

Duration and Development

The program lasts for 227 teaching hours (60 ECTS credits) and is delivered in a face-to-face modality. The start date is October 14, 2025, and the end date is 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.

Tuition Fees

The total cost of the program is 6,200. Scholarship opportunities are available for members of CEHAT, CEHET, AEDH, and AECIT, as well as discounts for NH (Minor) and Melia employees. Tuition can be paid in a single payment or in eight installments.

Documentation to Attach

Applicants must submit the following documentation:

• National Identity Document or equivalent
• University degree
• Curriculum vitae
• Responsible declaration of veracity of the data provided in digital format
• Any other document required by the Academic Department of Continuing Education for acceptance.

For international students, additional documentation may be required, including a passport or residence card, 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 unique opportunity for professionals in the tourism sector to enhance their skills and knowledge in revenue management and business development. With its comprehensive curriculum, experienced faculty, and focus on practical application, this program is designed to meet the demands of the industry and prepare graduates for successful careers in revenue management and beyond.