Education & Training Plan. Hospitality Operations and Management Certificate Program

Transcription

1 Office of Professional & Continuing Education 301 OD Smith Hall Auburn, AL Contact: Shavon Williams Last revised September 8, 2015 Auburn University is an equal opportunity educational institution/employer. No refunds can be issued after the start date published in your Financial Award document. Education & Training Plan Student Name: Start & End Dates: / / to / / Hospitality Operations and Management Certificate Program MyCAA Information Course Code: AU- HOM Program Duration:12 Months Course Contact Hours: 540 Student Tuition: $3,950 Mentor Supported This training program combines a four course training track: Hospitality: An Introduction Managing Quality Service in Hospitality Hospitality Sales and Marketing Managing Quality Service in Hospitality teaches the concept of treating customers as guests and creating a "WOW" experience for them. Many other courses in this subject area skip over guest-focused service strategy in hospitality or service. This course fully covers the topic of managing hospitality organizations by using real life experience from companies like Walt Disney Company, Marriott, Ritz-Carlton, Darden Restaurants, Southwest Airlines and many others. This programs also explores customer motives and how sales professionals can tailor their approach to the buyer s perception of value. It will help you understand the new world of buyer-seller relationships and succeed in each sales situation. The Job Outlook Employment of lodging managers is expected to grow 8 percent from 2010 to 2020, slower than the average for all occupations. Despite expected growth in tourism and travel, fewer managers will be needed as the lodging industry shifts to building more limited-service hotels and fewer full-service properties that have separate departments to manage.

2 Hospitality: An Introduction 180 Hours Overview Hospitality: An Introduction provides a detailed description of the many facets of the Hospitality and Tourism sector, including tours and travel, hotels, restaurants, culinary, casino operations, cruises, and the recreation and leisure industries. Personal profiles of industry leaders highlight the wide range of career opportunities available in the field. This course discusses the Hospitality and Tourism industry's evolution toward increased internationalization and integration. Industry vignettes offer a behind-thescenes view of real-life job tasks and career success stories. Each module of this course features practical case study scenarios, a description of trends in the field and ways to apply your knowledge. After completing this course, you should be able to: Define the mission and product of hospitality Identify factors to consider when managing lodging Recall the basics of the food service industry and restaurant business and operations Recognize different types of tourism, recreation and entertainment events, functions, and operations related to hospitality industry Identify current trends in hospitality and skills needed for management and leadership roles Outline Hospitality: An Introduction Module 1 Introducing Hospitality Hospitality through the Ages Ancient Times Medieval Times 18 th and 19 th Centuries The Interrelated Nature of Hospitality and Tourism Hospitality Industry Philosophy Sustainable Hospitality The Focus on Service Trends in Hospitality and Tourism Hospitality: An Introduction Module 2 The Hotel Business History of Innkeeping in the United States Hotel Development and Ownership Franchising Contracts and Trusts Classification of Hotels Best, Biggest and Most Unusual Hotels and Chains International Perspective Sustainable or Green Lodging Trends in Hotel Development

3 Hospitality: An Introduction Module 3 Rooms Division Operations The Functions and Departments of a Hotel Role of the Hotel General Manager Revenue Management Reservations Guest Services Concierge Housekeeping Sustainable Lodging Security/Loss Prevention Hospitality: An Introduction Module 4 Food and Beverage Operations Food and Beverage Management Kitchen Food Operations Bars Stewarding Department Catering Department Room Service/In-Room Dining Sustainable Food and Beverage Operations Trends in Lodging Food and Beverages Hospitality: An Introduction Module 5 Beverages Wines Beer Sustainable Brewing Spirits Nonalcoholic Beverages Bars and Beverage Operations Inventory Control Personnel Procedures Liquor Liability and the Law Trends in the Beverage Industry Hospitality: An Introduction Module 6 The Restaurant Business Developing a Restaurant Restaurant Market and Concept Restaurant Location and Ambiance Sustainable Restaurants Menu Planning Equipment Capacity and Layout Price and Pricing Strategy Classification of Restaurants Trends in the Restaurant Business

4 Hospitality: An Introduction Module 7 Restaurant Operations Front of the House Restaurant Forecasting Service Suggestive Selling Sustainable Restaurant Operations Back of the House Food Production Management Involvement Purchasing and Receiving Storing and Budgeting Restaurant Accounting Hospitality: An Introduction Module 8 Managed Services Airlines and Airports Military Elementary and Secondary Schools Colleges and Universities Managing Managed Services Sustainable Managed Services Health Care Facilities Business and Industry Leisure and Recreation Trends in Managed Services Hospitality: An Introduction Module 9 Tourism What is Tourism? The Five Ages of Tourism Rail, Automobile, and Coach Travel Airlines Cruise Ships The Economic Impact of Tourism Promoters of Tourism Business Travel Ecotourism Hospitality: An Introduction Module 10 Recreation, Attractions and Clubs Recreation, Leisure and Wellness Government-Sponsored Recreation Commercial Recreation Disney and Universal Studios Regional Theme Parks Animal Attraction Historic Places/Sites Museums and Performing Arts Destinations Noncommercial Recreation

5 Hospitality: An Introduction Module 11 Gaming Entertainment The Casino Resort Types of Casino Operations Comps Components of Casino Resorts Evolution of Gambling and Casinos Working in a Casino Resort Casino Operations Sustainability in Gaming Entertainment Hospitality: An Introduction Module 12 Meetings, Conventions and Expositions Key Players in the Industry Types of Meetings and Conventions Types of Associations Historical Associations Venues Convention Centers Conference Centers Sustainable Meetings and Conventions Hospitality: An Introduction Module 13 Special Events What Event Planners Do Challenges and Tools for Event Planners Classifications of Special Events Required Skills and Abilities for Planners Special Event Organizations Sustainability in Special Events The Special Events Job Market Trends in the Special Events Industry Hospitality: An Introduction Module 14 Leadership and Management Leadership Example of Excellence in Leadership Hospitality Management What is Management? Managerial Skills Sustainable Leadership Distinction Between Leadership and Management Ethics Trends in Leadership and Management

6 Materials: All materials are included in this course. System Requirements: Internet Connection Broadband or High-Speed - DSL, Cable, and Wireless Connections *Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible. Hardware Requirements Processor - 2GHz Processor or Higher Memory - 1 GB RAM Minimum Recommended *While our courses are accessible through multiple mobile learning platforms, some courses may include a CD or DVD with the Textbook, so you may need access to a computer with CD-ROM or DVD Drive. PC Software Requirements Operating Systems - Windows Vista, Windows 7, Windows 8 or 8.1 Microsoft Office 2007, 2010 or 2013 or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers - Google Chrome is highly recommended o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader QuickTime, Windows Media Player &/or Real Player MAC Software Requirements Operating Systems - Mac OS x 10 or higher with Windows Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers- Google Chrome is highly recommended o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader Apple QuickTime Media Player If your course has a CD-ROM or DVD included, you may need to have Microsoft Window Operating Systems over Bootcamp (Bootcamp is a free download from Apple's website) or Windows setup with Parallels. **Outlines are subject to change, as courses and materials are updated.**

7 Overview Managing Quality Service in Hospitality 180 Hours Each module includes at suggested hospitality activities for students, in which students are encouraged to visit local organizations to talk with guests, employees and managers to obtain a variety of perspectives on the guest experience. Other activities will have students going to the internet to visit established sites for hospitality organizations. Real and hypothetical hotels, restaurants, and other business types found in the hospitality industry are included as case studies giving the opportunity for reflection on hospitality concepts and principles. The "Ethics in Business" segments encourage students to analyze ethical issues associated with each topic. After completing this course, you should be able to: Identify the steps for preparing a hospitality service strategy Define the beliefs, values, and norms of hospitality culture Identify strategies for training, motivating, and rewarding hospitality service staff Identify the steps for developing and implementing a service delivery system Identify the steps for measuring service delivery and repairing service delivery gaps Outline Managing Quality Service Module 1 Hospitality Service Strategy Providing Service Guestology: What Is It? The Guest Experience & Expectations Quality, Value, and Cost Defined Meeting Guest Expectations The Hospitality Planning Cycle Assessing the Organization Itself Involving Employees in Planning Quantitative & Qualitative Tools Setting the Scene for the Guest Experience How the Service Environment Affects the Guest Managing Quality Service Module 2 Developing the Hospitality Culture The Importance of Leaders The Importance of Culture Beliefs, Values, and Norms Culture and the Environment Communicating the Culture Changing the Culture Staffing for Service The Many Employees of the Hospitality Industry Loving to Serve Employing the Best to Serve Your Guests

8 Managing Quality Service Module 3 Hospitality Service Staff Training Employees to Serve Developing a Training Program Training Methods Employee Development Motivating Employees Rewarding Employees for Performance Linking Performance and Rewards Clarifying Employees Roles Motivation, Employee Satisfaction, and Guest Satisfaction Guest Co-Create Value Strategies for Involving the Guest Determining When Guest Participation Makes Sense Managing Quality Service Module 4 Hospitality Service Delivery System Communicating for Service The Challenge of Managing Information Information and the Service Product Information and the Service Setting Information and the Delivery System Decision Support Systems Planning and Designing the Service Delivery System Developing the Service Delivery System Targeting Specific Problem Areas Waiting for Service Capacity and Psychology of Waiting Managing the Perception of Waiting Service Value and the Wait Managing Quality Service Module 5 Measuring and Managing Service Delivery Techniques and Methods for Assessing Service Quality Measuring Service Quality After the Experience Finding and Using Techniques that Fit Fixing Service Failures Service Failures: Types, Where, and Why Dealing with Service Failures Recovering from Service Failures Service Excellence Leading Others to Excel Strategy, Staffing, and Systems Hospitality and the Future

9 Hospitality Sales and Marketing 180 Hours Overview In today s competitive hospitality market, understanding sales and marketing is essential to succeed in the hospitality business. Our Hospitality Sales and Marketing course dives into specific market segments, such as travel, food service, lodging and events. The content draws upon practical experiences and new trends related to customer relationship management, advertising, social media and technology. This course explores customer motives and how sales professionals can tailor their approach to the buyer s perception of value. After completing this course, you should be able to: Identify the concepts of customer relationship management, the marketing mix and what to look for when recruiting and hiring effective salespeople Recognize the importance of internal marketing and sales, proper advertising, and telephone sales for increased sales productivity Recall the steps for marketing to business and leisure travelers, as well as travel agents List how to market and sell to specific segments, restaurants, and lounges Identify how to promote catered events and develop leads Outline Hospitality Sales and Marketing Module 1 Introduction to Hospitality Marketing and Sales The Marketing Mix Management s Role in Marketing and Sales Importance of Marketing and Sales Trends Globalization and Technology Customer Relationship Management The Marketing Team Steps of a Marketing Plan Marketing Audit Selecting Profitable Target Markets Hospitality Sales and Marketing Module 2 Managing the Marketing and Sales Office The Marketing and Sales Division Organizing the Marketing and Sales Office Recruiting and Hiring Effective Salespeople Training and Managing Evaluations and Compensation Developing the Marketing and Sales Office Communication System The Automated Marketing and Sales Office Benefits of Automation Evaluating the Office

10 Hospitality Sales and Marketing Module 3 Personal and Telephone Sales Prospecting Pre-Presentation Planning The Presentation Sales Call Improving Sales Productivity Basics of Telephone Communication Outgoing Calls Incoming Calls Telephone Sales Operations Hospitality Sales and Marketing Module 4 Internal Marketing, Advertising, Public Relations and Publicity What is Internal Marketing? What is Internal Sales? Internal Merchandising Special Services and In-House Promotions Why Advertise? Types of Advertising Developing an Advertising Plan Advertising Agencies Public Relations and Publicity Hospitality Sales and Marketing Module 5 Marketing to Business and Leisure Travelers Business Travelers Frequent Travelers and Women Travelers Meeting the Needs of Business Travelers Reaching Business Travelers Individual Leisure Travelers Families, Seniors and Generation X Group Leisure Travelers Types of Tours Leisure Travelers and Small Properties The Vacation Ownership Option Hospitality Sales and Marketing Module 6 Marketing to Travel Agents and Meeting Planners Travel Agencies Meeting the Needs of Travel Agents Property Information Service Finding and Reaching Travel Agents The Group Meetings Market Finding Association and Corporate Group Business Reaching Association and Corporate Meeting Planners

11 Hospitality Sales and Marketing Module 7 Marketing to Special Segments, Restaurants and Lounges International Travelers The Destination Wedding Honeymoon Market The Sports Market Government Travelers Travelers with Disabilities Positioning Restaurants and Lounges Merchandising Food and Beverages Promoting Restaurants and Lounges Building Repeat Business Hospitality Sales and Marketing Module 8 Marketing Catered Events and Meeting Rooms The Catering Department Catering Personnel The Marketing Plan Catering Sales Developing Leads Selling to Client Planning and Managing the Function Creative Refreshment Breaks Hospitality Suites Meeting Room Sales Materials: All materials are included in this course. System Requirements: Internet Connection Broadband or High-Speed - DSL, Cable, and Wireless Connections *Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible. Hardware Requirements Processor - 2GHz Processor or Higher Memory - 1 GB RAM Minimum Recommended *While our courses are accessible through multiple mobile learning platforms, some courses may include a CD or DVD with the Textbook, so you may need access to a computer with CD-ROM or DVD Drive. PC Software Requirements Operating Systems - Windows Vista, Windows 7, Windows 8 or 8.1 Microsoft Office 2007, 2010 or 2013 or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers - Google Chrome is highly recommended

12 o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader QuickTime, Windows Media Player &/or Real Player MAC Software Requirements Operating Systems - Mac OS x 10 or higher with Windows Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers- Google Chrome is highly recommended o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader Apple QuickTime Media Player If your course has a CD-ROM or DVD included, you may need to have Microsoft Window Operating Systems over Bootcamp (Bootcamp is a free download from Apple's website) or Windows setup with Parallels. **Outlines are subject to change, as courses and materials are updated.**