Syllabus
Chapter 1: Service Makes the Difference
1. What Is Service?
2. Challenges in Managing and Marketing Service Businesses
a. The Nature of the Product
b. The Customer’s Role in Production
c. People Are Part of the Product
d. Maintaining Quality Control
e. No Inventories
f. The Importance of Time
g. Different Distribution Channels
3. Achieving Superior Service in a Less-Than-Perfect World
a. Strategic Planning
b. Planning Challenges in Capacity- Constrained Businesses
4. The Strategic Service Vision
a. Targeting a Market Segment
b. Focusing on a Service Strategy
5. Delivering on the Service Promise
a. Keys to Delivering Good Service
b. Service, Disney-Style
Chapter 2: The Travel and Tourism Industry
1. The Changing World
2. The Nature of the Travel and Tourism Industry
3. Interrelationships within the Travel and Tourism Industry
4. Why People Travel
a. Psychographic Research
5. The Social Impact of Travel
a. Sustainable Tourism Development
b. Ecotourism
c. Planning for Tourism Development
Chapter 3: Exploring Hospitality Careers
1. Hospitality Today
a. Lodging
b. Food Service
2. Careers in the Hospitality Industry
a. Selecting an Industry Segment
3. Career Options
a. Lodging
b. Food Service
c. Clubs
d. Cruise Lines
4. Looking for a Job
a. Your First Moves
Chapter 4: Understanding the Restaurant Industry
1. Today’s Restaurant Industry
a. Restaurant Industry Segments
2. Starting a New Restaurant
a. Why Do Restaurants Fail?
b. Building a Successful Restaurant
c. “Greening” the Restaurant
Chapter 5: Restaurant Organization and Management
1. Organizing for Success
a. Guests
b. Ambience
c. Menu
2. Restaurant Controls
a. Financial Controls
b. Operational Controls
Chapter 6: Understanding the World of Hotels
1. Hotels: A Dynamic Industry
a. Industry Trends
b. Going Green
2. Hotel Guests
a. Corporate Individuals
b. Corporate Groups
c. Convention and Association Groups
d. Leisure Travelers
e. Long-Term Stay/Relocation Guests
f. Airline-Related Guests
g. Government and Military Travelers
h. Regional Getaway Guests
i. Guest Mix
3. Hotel Categories
a. Location
b. Ownership
c. Price
d. Other Hotel Categories
4. Developing and Planning New Hotels
a. Site Selection
b. The Feasibility Study
c. Financing
Chapter 7: Hotel Organization and Management
1. How Is a Hotel Organized?
a. Revenue Centers versus Cost Centers
2. Revenue Centers
a. Rooms Division
b. Food and Beverage Division
c. Other Revenue Centers
3. Cost Centers
a. Marketing and Sales Division
b. Engineering Division
c. Accounting Division
d. Human Resources Division
e. Security Division
4. Compliance with the ADA
5. Control Systems
a. Financial Controls
b. Quality Controls
c. Hotel Technology
Chapter 8: Club Management
1. Background on Clubs
2. Types of Clubs
a. City Clubs
b. Country Clubs
c. Other Clubs
3. Club Ownership
a. Equity Clubs
b. Corporate or Developer Clubs
4. Club Organization
a. The Club Manager
5. Club Operations
a. Revenue
b. Expenses
c. Control
Chapter 9: An Introduction to the Meetings Industry
1. Types of Meetings
a. Association Meetings
b. Corporate Meetings
c. Trade Shows/Expositions
2. The Role of Civic and Government Organizations
3. Where Meetings Are Held
a. Virtual Meetings
4. The Meeting Planning Process
a. Planning the Meeting Itself
b. Choosing a Location
c. Choosing a Facility
5. Meetings Industry Careers
a. Travel and Tourism Careers Associated with Meeting Planning
Chapter 10: Floating Resorts: The Cruise Line Business
1. Early Cruises
a. Transportation and Immigration
b. New Passengers and New Directions
2. The Birth of Modern Cruising
a. Carnival Is Born
b. The Cruise Industry Today
3. Cruise Ship Organization
a. The Captain
b. The Hotel Manager
c. Other Officers
d. Environment, Health, Safety, and Security
Chapter 11: Gaming and Casino Hotels
1. The Story of Gaming
a. Gaming in the United States
2. Casino Hotels
a. Revenue
b. Organization and Management
c. Casino Operations
Chapter 12: Managing and Leading Hospitality Enterprises
1. A Manager’s Job
a. Management Tasks
2. The Evolution of Management Theories
a. The Classical School
b. The Behavioral School
c. The Quantitative School
d. The Systems School
e. The Contingency School
f. The Quality Focus School
g. The Customer Focus School
3. Quality Management
a. Six Sigma
b. Balanced Scorecard
4. The Importance of Leadership
a. Strategy I: Attention through Vision
b. Strategy II: Meaning through Communication
c. Strategy III: Trust through Positioning
d. Strategy IV: Self-Development
Chapter 13: Managing Human Resources
1. Labor Trends
a. Changing Demographics
b. High Turnover
2. Legislation
3. Human Resources Programs
a. Caring About Employees
b. Defining the Job
c. Establishing Productivity Standards
d. Recruiting Suitable Job Candidates
e. Selecting the Best Applicants
f. Implementing Continual Training and Career Development Programs
g. Motivating and Retaining Employees
h. Employee Benefit Options
i. Evaluating Employees
Chapter 14: Marketing Hospitality
1. The Marketing Concept
a. The Four P’s of Marketing
b. Developing a Marketing Plan
2. Sales Management and Personal Selling
a. How to Be a Successful Salesperson
3. Advertising
a. Definition of Advertising
b. What an Advertiser Needs
c. Advertising Agencies
d. Creating Effective Advertising
4. Public Relations
5. Publicity
6. Sales Promotion
7. Internet Marketing
a. E-Mail Advertising and Promotion
b. Social Media
8. Leveraging Your Marketing Dollars
Chapter 15: How Management Companies Manage Hotels
1. Why Management Companies Exist
2. The Evolution of Management Companies
3. Management Contracts
a. Contract Provisions
b. Advantages and Disadvantages
Chapter 16: Franchising Is Big Business
1. What Is a Franchise?
a. Types of Franchises
2. The History of Franchising
a. Product or Trade-Name Franchising
b. Business Format Franchising
3. How Franchising Works
a. Initial Investment
b. Franchise Regulations
4. Owning a Franchise
a. Advantages
b. Disadvantages
c. Advantages and Disadvantages for Franchisors
5. Franchising Issues
Chapter 17: Ethics in Hospitality Management
1. What Is Ethics?
2. Social Responsibility and Business Ethics
a. How We Arrive at Our Values
b. Is Business Like Poker?
c. Is Honesty Always the Best Policy?
d. The Search for a Common Moral Ground
3. Ethical Issues in Hospitality
a. Environmental Issues
b. Discrimination
c. Sexual Harassment
d. AIDS in the Workplace
e. Advertising Claims
f. Truth-in-Menu Laws
4. Must There Be a Code of Ethics?
a. Some Ethical Litmus Tests
