《酒店前廳管理(SDIBT)》課程教學大綱

SDIBTInternationalHospitalityManagementSYLLABUSFrontOffice&SalesManagementCourseDetailsCourseCode:HOSP102CourseName:FrontOffice&SalesManagementCredithours:Three(3)credithoursInstructorDetailsProfessor:JimMurdy,Ph.D.Email:jmurdy@Coursewebsite:BlackboardCatalogCourseDescriptionThestudyoffrontofficeprocedureswithanemphasisontheprinciplesofmanagement,strategy,andsales.Otherareasthatwillbecoveredarethestructureofthefrontoffice,staffing,roomrates,servicestandards,thecompetitiveenvironment,andfundamentalsforhotelfinancialmanagement.CourseOverviewThiscourseintroducesstudentstotheorganizationalstructureofhotels,theprinciplesofmanagement,andtherolesofstrategyandsalesinaserviceenvironment.Byapplyingmanagementtheoryinthecontextofthefrontoffice,studentswilldevelopanunderstandingofmanagingaservicesectorbusiness.Inaddition,thebasicprinciplesofstrategyandthechallengesassociatedwithpricingandsellingservicesarereviewedtofacilitatethedevelopmentofprocessesandproceduresneededtosuccessfullyleadafrontoffice.Keyhotelperformanceindicators(KPIs)andtheroleofthefrontofficeinthesuccessfuloperationofahotelarealsoaddressed.Course-LevelLearningGoalsInvariantLearningGoals(InsupportoftheBPSProgrammaticLearningGoal(s)):Uponthesuccessfulcompletionofthiscourse,thestudentwillbeableto:Interpretoperatingproceduresforafrontoffice,explainrecentinnovationsinthehospitalitysector,andindicatemarketsegmentstargetedtoachievehotelrevenueforecastsusinganappropriatetechnology(A1a,e,g,h,n);Usetechnologytosupportarevenuemanagementplanandfrontofficeaudit(A1j,m);Developguestservicestandardsandstaffpositionguidelinesforahotel(A1d,f);Applymanagementprinciplesinordertoselectdomesticandinternationalbestpracticesinthehotelsectortoensurethedevelopmentofasuccessfulbusiness(A1a,b,l);Collaborateeffectivelyinateamwork(A1k);andSelectdataforthedevelopmentofpricingpoliciesinthecontextofpredeterminedservicestandards(A1i).AssuranceofLearningValidations(LinkedtotheBPSProgrammaticLearningGoals)AnoteonSchoolofManagementAssuranceofLearningScoring:Scoresformthemetricforthedegreetowhichthevalidation(e.g.learningoutcome)satisfiestheassociatedlearninggoalorobjective.Assuranceoflearningvalidationdescriptionsidentifythecriteriaforeachscorethatistobegiven.Allscoresarescaledfrom1-5(1-poor,2-fair,3-good,4-verygood,5-excellent).Itmustbenotedthatscoresaretobedifferentiatedfromgrades.Scoresformacriterionfromwhichaninstructorwillascertainanoverallgradeforanyinstrumentofassessment,andtheoverallassessmentthestudentreceivesforaninstrumentisa“grade.”Ascoreisanextractionthatspecificallymeasuresthedegreeofattainmentofalearninggoaland/orobjective.AnoteonSchoolofManagementAssuranceofLearningScoring:Scoresformthemetricforthedegreetowhichthevalidation(e.g.learningoutcome)satisfiestheassociatedlearninggoalorobjective.Assuranceoflearningvalidationdescriptionsidentifythecriteriaforeachscorethatistobegiven.Allscoresarescaledfrom1-5(1-poor,2-fair,3-good,4-verygood,5-excellent).Itmustbenotedthatscoresaretobedifferentiatedfromgrades.Scoresformacriterionfromwhichaninstructorwillascertainanoverallgradeforanyinstrumentofassessment,andtheoverallassessmentthestudentreceivesforaninstrumentisa“grade.”Ascoreisanextractionthatspecificallymeasuresthedegreeofattainmentofalearninggoaland/orobjective.A1. CapstoneProject:Studentsaredividedintoteamsoffive(5)studentsduringthesecondweekofthesemester.Eachteamwillselectalocationforandtypeofhotel.Eachweek,teamsmustsubmitcomponentsoffrontofficeproceduresandsupportingdocumentsfortheirhotel.Theitemssubmittedinclude:Section1.Mission,goals,strategiesandtacticsforaproposedhotel(week2):Eachteamwillcreateamissionforahotel.Thegoalsforthehotelwillthenbebasedonthismission.Similarly,thestrategiessupportingthegoals,andthetacticsoperationalizingthesestrategieswillalsobedeveloped;Section2.Reportonthecompetitivemarketplace(week3):Eachteammemberwilltakeoneofcoremanagementfunctionsandwriteashort(1-2page)reportonitinthroughthelensofthelocationoftheproposedhotelandatleast2similarpropertieslocatedoutsidetheU.S.Intheeventthatateamhasfewerthan4students,eachteammemberwillreceiveextracreditfortheadditionalworkrequiredtoreportonthemissingfunction(s).Eachstudentwillreceiveaseparategradefortheirwork,andeachteammustintegratetheeachmember’sworkintothefinalreportsubmittedwiththeproject;Section3.Marketsegmentsserved(week4):Basedonthehotel’smissionandcompetitiveenvironment,eachteamwillidentifymarketsegment(s)foreachtheirhotel.EachsegmenttargetedmustbesupportedusingSmithTravelResearch(STR)data,includingtheHOSTStudy,toidentifythecharacteristicsofguestsfortheproposedhotel;Section4.Guestservicestandards(week5):Basedonthecompetitivemarketplacereportandselectedtargetmarkets,andinsupportofthemission,eachteammustcreateguestservicestandardsusingaserviceblueprintingprocess.Thesestandardsshouldbevalidatedagainstsimilarhotelsinthemarketplace,andmustalsoincludeonebestpracticefromanon-USbasedhotelcompany;Section5.Staffingplan(week6):Inthecontextoftheguestservicestandardscreatedabove,studentteamsmustthendevelopastaffingplan,includingpositiondescriptions,rolesandresponsibilities,andspecifications,forallfrontofficeteammembers;Section6.Keyperformanceindicators(KPIs,week7):EachteamwilluseSmithTravelResearch(STR)datatodetermineoccupancypercentage,ADR,REVPar,RevPAC,non-roomrevenue(includingfood&beveragerevenue),PenetrationIndex,YieldIndexforhotelssimilartotheoneproposedfortheircourseproject.Thisinformationwillbeusedtogenerateanaverageroomrateappropriatetotheprofileoftargetedguests;Section7.Roomrates(week9):Eachteammemberwilldeveloproomratesbasedonroomtypesdevelopedfortheproposedhotel.Threemeasuresmustbeobtainedtoinformtheratesselected:(1)theKPIscitedabove(ADR,REVPar,RevPAC,andYieldIndex);(2)ruleofthumbapproach;and(3)HubbartFormula.Eachteamwillthensubmitaselectedportfolioroomratesforeachroomtype,witharationaleforthepackageofrates.Twogradesaregiven,onefortheindividualprices,andasecondfortheteam’sselectedportfolio;Section8.Propertymanagementsystem(week10):Eachteammustsurveypropertymanagementsystems(PMS).Eachteammemberwillthenpresentasystemtotheirteam,andsubmitthepresentationandsupportingmaterialsforgrading.EachteamthenvotesonthePMSmostappropriatefortheirhotel,andmakesabrief(5minute)presentationonitsfeatures,benefits,andhowitreflectsthegoals,strategiesandtacticsoftheirhotel.Abriefone(1)pagereportwitharecommendationandsupportingdocumentationmustbesubmittedwiththecapstoneproject;Section9.Innovativetechnologyassignment(week11):Eachteammemberisrequiredtoidentifyoneinnovation(e.g.,technology,bestpractices,facility,transportation).Eachteammemberthenpresentstheinnovationtootherteammembers,andsubmitthepresentationandsupportingmaterialsforgrading.Theteamthenvotesontheinnovationtobeadoptedfortheirhotel,andpresentsthistotheclassasaninnovationtobeadoptedintheproposedhotel.Thereportontheselectedinnovation,submittedasacomponentofthecapstoneproject,mustsupportthemission,goals,andstrategiesofthehotel,beappropriateforthemarketsegment(s)expectedtostayatthehotel,andbesupportedforthehotelstaff;Section11.Samplefrontofficedocuments(week12):UsingtheresourcesavailablefromtheselectedPMS,eachteam,mustgenerateasampleDailyOperationReport,roomboard,andreservationandregistrationforms;andSection12.Frontofficeauditproblem(week13):Eachstudentwillcompleteasamplefrontofficeauditbasedonanexamplefromthetext.Scoreswillbeadministeredbasedontheabilityto:Applytheprinciplesofmanagementinthedevelopmentofamission,goals,strategiesandtacticsforahotel(M6-O4);Scanthoroughlythecompetitiveenvironmentofahotel,includingtwopropertiesoutsidetheU.S.(M6-O1);Supportthemarketsegment(s)selectedbasedonthecompetitiveenvironmentalscan(M5-O1);Designqualityservicestandardstosupportthemission,goals,strategiesandtacticsforahotel(M1-O4);Derivequalityoftheoperatingproceduresderivedfromtheservicestandards(M5-O5);Developanappropriatestaffingplan,includingpositiondescriptions,rolesandresponsibilities,andspecifications,forallfrontofficeteammembers,basedontheservicestandards(M1-O5);DevelopKPIstoassesshotelperformance(M5-O2);ApplycorrectlyExceltodevelopthesekeyperformanceindicators(M5-O7);Setanappropriateportfolioofroomratesinthecontextoftheselectedmarketsegment(s)andservicestandards(M3-O5);Developbasicfinancialestimatesfortheproposedhotel(M2-O6);Collaborateandreachadecisiononthepropertymanagementsystem(M4-O2);Designreportsusedtoleadahotelsuccessfully(M6-O5);Solvecorrectlythefrontofficeauditproblem(M2-O5);andPresentanddefendanappropriateoftheproposedinnovation(M5-O4).Contextualized(Globalized)LearningGoal(s):Uponthesuccessfulcompletionofthiscourse,thestudentwillbeableto:Applymanagementprinciplesinordertoselectdomesticandinternationalbestpracticesinthehotelsectortoensurethedevelopmentofasuccessfulbusiness(B1-a).AssuranceofLearningValidation(InsupportoftheContextualized(Globalized)LearningGoal(s):B1.Reportonthecompetitivemarketplace(week3):EachteammemberwilltakeoneofPorter’s(1979;2008)fiveforcesandwriteashort(1-2page)reportonitinthroughthelensofthelocationoftheproposedhotelandatleast2similarpropertieslocatedoutsidetheU.S.Intheeventthatateamhasfewerthan5students,eachteammemberwillreceiveextracreditfortheadditionalworkrequiredtoreportonthemissingforce(s).Scorewillbeadministeredbasedontheabilityto:a. Scanthecompetitiveenvironmentalscanforahotel,includingtwopropertiesoutsidetheU.S.(M6-O1).InstructorSpecificLearningGoal(s)(Optional):None.AssuranceofLearningValidation(InsupportoftheInstructorSpecificLearningGoal(s)):None.RequiredResources:Kasavana,J.(2014).ManagingFrontOfficeOperations(9thed.).NJ:PrenticeHall.ISBN:9780133430783.Porter,M.E.(2008).TheFiveCompetitiveForcesthatShapeStrategy,HarvardBusinessReview,January,p.86.SmithTravelResearchSTARreports.SmithTravelResearchHOSTStudy.ReferenceResources:Woods,R.,Ninemeier,J.,&Austin,M.(2007).ProfessionalFrontOfficeManagement(1sted.).NJ:PrenticeHall.ISBN:9780131700697.CornelHospitalityQuarterly(journal)HotelsOnline:/News/Subs/mailme.htmlHVSInternational:/Join/PKFConsulting:/en/pkfhome/FreeStuff/Default.aspxAssessmentMethodologyandGradingGuidelines:InstrumentPoints(i.e.weights)CapstoneProject(seeA1)31pointsReportontheMarketplace5pointsRoomRates5pointsPropertyManagementSystem5pointsInnovativeTechnologyAssignment4pointsFrontOfficeAuditProblem5pointsWeeklyQuizzes*25points(2.5pointseach,drop2lowest)IndividualandTeamPresentation20points(10pointseach)FormativeAssessment:WeeklyHomeworkAssignments(seeb)**0pointsTOTALPoints*Twelve(12)onlinequizzesaregivenbeginninginweek2andendinginweek14.Thetwolowestscoresaredropped.**Formativeassessmentsprovidestudentsandfacultywithconstructiveinputsthatenablestudentstotrackprogressandunderstandingofmaterial.Inthiscourse,weeklyhomeworkassignmentstargetingthematerial(s)coveredinlecturesandclassdiscussionsareusedasameansofidentifyingareasforimprovementinstudentunderstandingandtheinstructor’sabilitytoeffectivelydeliverthematerial.GradingGuidelines:Thefinalgradeforthecoursewillbecalculatedusingthefollowinggradingscale:Percentage/PointsGradeLetter94-100A90-93A-87-89B+83-86B80-82B-77-79C+73-76C70-72C-67-69D+65-66DBelow65FailAttendancePolicy:Studentsareexpectedtoattendeveryclasssession.Instructorswillinformstudentsoftheexactnumberofabsencesandlate-arrivalspermittedduringthesemester.Studentswhoexceedtheselimitsmaybesubjecttofailure.Ifastudentmissesanyclassortest,theinstructorhastherighttoeithergrantordenyanopportunitytomakeuptheworkthatwasmissed.Insuchcases,theinstructorshallbethesolejudgeofthevalidityofastudent'sexplanationforhavingmissedtheclassortest.DeductionsforLateArrival,EarlyDeparture,andUnexcusedAbsences:Ashospitalityprofessionals,youareexpectedtoarriveearlytoclass–earlyisontime,ontimeislate.Pleaseplanaccordingly.Ifyoumustleaveearly,pleasesitnearthedoortominimizedisruptingtheclasswhenyouleave.Finally,pleaseletmeandyourteamknowinadvanceifyouwillbelate,mustleaveearly,orwillmissclass.PolicyforMake-UpAssignmentsorQuizzes:Twelvequizzesaregiventhroughoutthesemester,withthetwolowestgradesbeingdroppedfromthequizgrade.Therefore,nomake-upquizzeswillbegiven.Assignmentsareduewhenspecified,witha3pointdeductionforeverydayanassignmentislate(includingweekendsandholidays).ClassroomBehavior:Behaviorthatdisrupts,impairs,interfereswith,orobstructstheorderlyconduct,processes,andfunctionswithinanacademicclassroomorlaboratoryviolatesthestudentcodeofconductandmayresultindisciplinaryaction.ThisincludesinterferingwiththeacademicmissionofNYITorindividualclassroomorinterferingwithafacultymember’sorinstructor’sroletocarryoutthenormalacademicoreducationalfunctionsofhisclassroomorlaboratory,includingteachingandresearch.AcademicIntegrity:EachstudentenrolledinacourseatSDIBTagreesthat,bytakingsuchcourse,heorsheconsentstothesubmissionofallrequiredpapersfortextualsimilarityreviewtoanycommercialserviceengagedbyNYITtodetectpl