The Module will touch on how to make better use of the various channels of distribution so as to increase the revenue and profit potential from such sources.  We will use real world case studies to look at how the marketing has evolved over the years and how hotel companies have responded.  We will relate strategic marketing to today’s science of pricing (i.e. synchronicity of rates), revenue management (seamless availability of inventory), available opportunities to target and sell to individuals rather than masses, and the connection with the objectives of CRM (Customer Relationship Management).  We will stimulate an environment of open discussion (interactive) where traditional views and paradigms can be challenged and where optimization of distribution is the name of the game.