UNIVERSITY OF FLORIDA DEPARTMENT OF TOURISM, RECREATION AND SPORT MANAGEMENT HFT 3253 Lodging Management and Operations Summer 2015 (4.10.

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1 UNIVERSITY OF FLORIDA DEPARTMENT OF TOURISM, RECREATION AND SPORT MANAGEMENT HFT 3253 Management and Operations Summer 2015 ( ) Spring 2015 INSTRUCTOR OFFICE HOURS CREDIT HOURS LECTURES Dr. Greg Dunn Office: 242C Florida Gym Tel: (352) (preferred) (please put your last name and LEI 3360 in the subject line of all s to me) Mon 10: am 12:00 pm Wed 10: am 12:00 pm or by appointment 3 Credits Online Learning 1. Required Text and Electronic Website Access Account 1. Hotel Operations and Management, (2011), 5th Edition, Michael J. O'Fallon and Denny Rutherford, ISBN : Hotel Business Management Training Simulation Software Each student must register with the above website for in class simulation exercises. 2. Course Description This course is designed to provide students with a managerial examination of a full service lodging firm including each major operating and support departments. This examination is approached from two different perspectives. The first perspective exposes the students to the unique characteristics of managing a service-based lodging product that is delivered by a diverse employee profile and received by an equally diverse consumer profile. The second perspective is designed to deliver an understanding of the business and financial operations of a lodging firm. Students will be expected to make room allocation, pricing, marketing, operational, financial and service quality decisions for a lodging firm in order to drive value creation. The students will engage in strategic lodging business planning through the application of an appropriate skill set to analyze internal and external market information and apply marketing research. 3. Course Objectives: At the completion of this course, students should be able to: Understand how proper operations management leads to firm profitability Develop lodging operations and managerial problem identification Develop problem prioritizing and strategic problem solving skills Develop a skill set to understand and apply the cause and effect relationships between performance measures (effects), performance gaps, their causes and action steps lodging management 1

2 Enhance team building through class exercises Develop a management skill set to analyze business situations in the lodging industry Learn to make operational based decisions according to market demand and financial performance Develop quantitative skills for dealing with key issues in management of lodging operations Display analytical and critical thinking as well as creative management solutions in factors relevant to lodging operations and management 5. Course Format: Online Learning Environment Please be aware that the online learning platform can sometimes present significant challenges, particularly to students who are not self-starters nor possess good time management skills. Unlike traditional classroom settings in which each student gets the same class at a set time and day, the online setting is available to you 24 hours a day and gives students the opportunity to tailor class to their schedule. Please note, however, this course is not entirely self-paced. There are select times during which units and course materials will be available to you. You can view each unit s lectures at any time during the dates in which the unit is open. However, quizzes will only be made available to you on the listed date(s). Given the online nature of this course, there will be no class meetings for me to remind you of important due dates so please be sure to reference the syllabus to familiarize yourself with these critical deadlines. 6. Technical Difficulties Online access is your responsibility. If you experience trouble accessing the course or your GatorLink account, or any other relevant issues, please contact the UF Computing Help Desk. Please me immediately if you have any questions or concerns with the content of the course. I will attempt to respond to your s within 24 business hours during regular business hours (8am-5pm). Please remember to include the course prefix and number in your s and all correspondence must be presented in a professional manner. 7. Course Requirements Students must complete all major components as described in the course syllabus/schedule (examples: assignments, quizzes, project, etc.) in order to pass the course. a. Once you have reviewed the syllabus and watched the course overview video. Read the Hotel Management Simulation Game Handbook. b. Watch the course lectures online and complete assigned readings. Each course module will have associated lectures and readings that should be viewed and/or completed. c. Take the module quizzes and or perform the module assignments. These quizzes and assignments are to be completed once you have finished each module readings, study and or simulation game. They will cover the lectures, readings and simulation exercises for each module. d. There are six (6) quizzes associated with the textbook readings, three (3) quizzes associated with lodging foundations, and three (3) assignments associated with strategic lodging planning, performance analysis and action. And lastly, there is one (1) term team project final paper. 2

3 8. Course Content and Grades *Points do not reflect weighted value expressed as a percentage of the total grade. Component Description Points % Module 1 Module 2 Module 3 Module 4 Module 5 Chapter 1 Online Quiz Intro to Hotel Management Business Simulation Game Chapters 2 and 3 Online Quizzes Intro to Hotel Management Business Simulation Chapters 4 and 5 Online Quizzes Hotel Management Business Simulation Chapter 6 Online Quiz Foundations Quiz 1 Chapter 5 Online Quiz Foundations Quiz 2 Module 6 Foundations Quiz points (78%) Module 7 Module 8 Module 9 Module 10 Module 11 Module 12 Summer Break Hotel Simulation Analysis Assignment 1 Strategic Planning Hotel Simulation Analysis Assignment 2 Gap and Cause Analysis Hotel Simulation Analysis Assignment 3 Strategy and Action Steps Management Final Project Draft Management Final Project Paper points (22%) TOTAL 100% End of course survey extra credit 10 2% 3

4 Hotel Simulation Group Project PRELIMINARY PROJECT DESCRIPTION: The Hotel Business Management Training Simulation is a virtual management training game where participants are divided into teams and assigned the task of running 500-room hotels in a competitive virtual marketplace. Each 500-room hotel competes against other 500-room hotels located in the same destination that are managed by other class members. Just like in the real world, hotels compete against each other to attract customers from their target markets that will generate the most revenue and enable the management team to reach their monthly and annual financial and operational objectives. The Hotel Business Management Training Simulation utilizes both operational decisions made by the management team for their hotel and operational decisions made by competing hotels to determine demand and revenue for each hotel. Operational decisions includes, but not limited to, capital investment, operating expenditures, marketing expenditures and pricing strategies. The external factors such as day of the week, demand patterns, etc. are also factored in the simulation. At the beginning of each month (round of simulation), each hotel management team must determine their objectives and primary and secondary market segments from eight market segments included in the simulation. Afterwards, just like in the real world, the management team must make decisions relating to hotel operations, marketing, distribution, pricing, operational and capital investment decisions, and financing decisions to fund capital and operational expenditures. The challenge is to develop and implement a competitive business strategy that results in a competitive positioning in the marketplace and produces good financial performance as measured by market share, occupancy, RevPAR, ADR, total revenues, net operating earnings and net profits. After making decisions for each month, results are made available to all management teams so that they can see how their actions and their competitors actions impact the performance of their businesses. Just like in the real world, each management team must analyze their previous months decisions and the outcomes of those decisions, competitors actions and strategies in the previous months, market and demand conditions for each segment before making their decisions. In order to be successful, decisions must be rational and logical based on thorough analysis of data from previous months and projections (forecast) for the future. The Hotel Business Management Training Simulation game provides invaluable training opportunities for managers and management trainees to improve their managerial and operational skills and efficiencies. It also provides great learning experiences to students who are studying hospitality business management. Students will form into groups of (four-six) members (managers). Each group member will be responsible to enroll and activate an account using the above web address. Student groups will create a hotel and name the hotel when they register. Group members will self-select the department they would like to manage for their 4

5 team. For example, each group (hotel) will have a general manager, food and beverage manager, revenue manager, marketing manager, sales manager, and rooms manger. The instructor of the course will assess the market performance of each hotel and the management team that is operating the hotel. A series of practice simulation rounds will be conducted in the class, followed by a assignments and then a final round of simulation rounds will be conducted leading to the final group project (Paper/PPT) presentation. Each simulation round will require the student groups to submit period market reports as assignments that benchmark their performance in the virtual market. The reports and the market performance of each hotel will constitute to the students grades. 9. Grading Scale Students are reminded of the university regulations regarding the allocation of grades. A student s overall performance in this subject shall be graded as follows: For more information please refer to the link to the undergraduate catalog web page Percentage or points earned in class Letter Grade / Grade Point 90%- 100% A %- 89% B %- 86% B %- 82% B %- 79% C %- 76% C %- 72% C %- 69% D %- 66% D %- 62% D Below 60% E 11. Course Policies ETIQUETTE You are expected to communicate in a professional manner. communication should be courteous and respectful in manner and tone. Do not send s that are casual or demanding. Please include your last name and the course number (LEI 3360) in the subject line of all s. Please use a proper greeting in your , e.g. Dear Dr. Dunn. Please do not expect an immediate response via (typical response time will be within one to two business days, but I usually respond sooner). If your question is sent at the last minute (e.g. shortly before an assignment is due) it may not be possible to send you a response before the due time. STUDENTS WITH DISABILITIES The Dean of Students Office provides individualized assistance for students with documented disabilities. Services are based upon student need and impact of their specific disability. There is no requirement for any student to self-identify as having a disability. However, students requesting classroom accommodations must register with the Dean of Students Office and provide the 5

6 appropriate documentation verifying their disability. The Dean of Students Office determines what is and is not appropriate documentation. Examples of accommodations that are available to students include, but are not limited to, registration assistance, approval of reduced course load, course substitutions, classroom and examination accommodations, auxiliary learning aids, additional course drops when disability related, and assistance in other university activities. The designated coordinator for compliance with Section 504 of the Rehabilitation Act of 1973, as amended, and the Americans with Disabilities Act (ADA) is the Assistant Dean of Students responsible for Students with Disabilities Programs, P202 Peabody Hall, (Voice), or (TDD). THE UNIVERSITY OF FLORIDA ACADEMIC INTEGRITY CODE In adopting this Honor Code, the students of the University of Florida recognize that academic honesty and integrity are fundamental values of the University community. Students who enroll at the University commit to holding themselves and their peers to the high standard of honor required by the Honor Code. Any individual who becomes aware of a violation of the Honor Code is bound by honor to take corrective action. The quality of a University of Florida education is dependent upon the community acceptance and enforcement of the Honor Code. We, the members of the University of Florida community, pledge to hold ourselves and our peers to the highest standards of honesty and integrity. On all work submitted for credit by students at the University of Florida, the following pledge is either required or implied: On my honor, I have neither given nor received unauthorized aid in doing this assignment Violations of the Academic Honesty Guidelines shall result in judicial action and a student being subject to the sanctions in paragraph XIV of the Student Conduct Code. The conduct set forth hereinafter constitutes a violation of the Academic Honesty Guidelines (University of Florida Rule 6C ). For further information regarding the honor code at the University of Florida, please visit the website of the Dean of Students: EVALUATION OF INSTRUCTION Students are expected to provide feedback on the quality of instruction in this course based on 10 criteria. These evaluations are conducted online at Evaluations are typically open during the last two or three weeks of the semester, but students will be given specific times when they are open. Summary results of these assessments are available to students at UF SPECIAL SERVICES Phone number and contact site for university counseling services and mental health services: , or by going to The University Police Department: or for emergencies GETTING HELP If you are having difficulty with the course material, please the Professor and/or visit the Health and Human Subject Guide at the UF Library: Or contact the sport, tourism and recreation subject librarian: Dean of Students Office: 6

7 Do you need help resolving a conflict or would you like access to the student code of conduct? Visit the Dean of Students site: Counseling and Wellness Center: Online Computing Help Desk- e-learning Support Services: Suggested Course Calendar This course has been purposefully designed to allow you to move through the modules at your own pace. In order to stay on track with lectures, assignments, and readings however, it is suggested that you follow the accompanying course schedule. 7

8 HFT 3253 Summer 2015 Course Schedule ( ) *Please note that this schedule is subject to modifications and revision. Week Module Objective Readings Assignments 1 - Introduction to the Course Read Syllabus Week 1 - Intro to Management Chapter 1 May Student and Faculty Introduction Online Quiz Student Team Assignments - Hotel Simulation Game Set Up Week 2 May Week 3 May Week 4 June 1-7 Week 5 June 8-14 Week 6 June Staffing the lodging operation. - Core management concepts - General Management Roles and Responsibilities - Registering and Playing the Hotel Management Training Simulation Game 3 - Rooms Division Operations - Foundations of - Measures - (Room Rate) Pricing - Hotel Simulation Team Roles and Responsibilities 4 - Food and Beverage Operations - Foundations - Factors to Consider in Management Decision Making -Setting Objectives - Segmentation and Positioning - Hotel Attributes and Amenities 5 - Foundations - Market Demand -Setting Mgt Business Decisions Market Demand - Capital and Operating Expenses - Room Allocation and Pricing - Quality 6 - Foundations -Setting Mgt Business Decisions - Marketing Chapter 2 and 3 Online Quiz 2, 3, Read Mgt. Sim Handbook Chapter 4 and 5, Online quiz 4, 5 Read Mgt. Sim Handbook, Chapter 6, Online Quiz 6 Mgt. Foundations Online quiz 1 Read Mgt. Sim Handbook Foundations Online Quiz 2 Mgt. Sim Practice Round 1 and 2 Module Title Overview Staffing Leadership and Management Rooms Division Operations and F&B Mgt Operations Attributes and Amenities Positioning Segmentation Market Demand Finance Pricing Expenditures Quality Marketing Distribution Channels 8

9 - Distribution Channels - Reports Foundations Online quiz 3 Reports Week 7 June Week 7 June Week 8 June 29 July 5 Week 9 July 6-12 Week 10 July Week 11 July Week 12 July 27 Aug 2 Week 13 Aug Summer Break Mgt. Sim Practice Round 3 and Competitive Analysis (STR) - Strategic Business Planning Process - Reports 9 - Gap and Cause Analysis 10 - and Business Action Step Planning 11 - Strategic Business Management and Planning 12 - Strategic Business Management and Planning 13 - Strategic Business Management and Planning Sim Practice Round 5 and 6 Analysis Assignment 1 Simulation Actual Round 1 and 2 Analysis Assignment 2 Simulation Actual Round 3 and 4 Strategic Assignment 3 Simulation Actual Round 5 and 6 Simulation Final Project Hotel Analysis and Plan Simulation Final Project Hotel Analysis and Plan 13 Course Ends August 7 Simulation Final Project Hotel Analysis and Plan Competitive Set Analysis Strategic Planning Gap and Cause Analysis Analysis and Action Step Strategy Strategic Management Strategic Management Strategic Management 9

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