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Spring 2016: February 8 – May 31, 2016 FINALS: June 1 – June 6, 2016

Authors: Robert C. Ford, Michael C. Sturman, Cherrill P. Heaton

Guest Relations Management

Syllabus, Course Description, Objectives, Reading and Activities Schedule, SLOs

******************** Introduction: This course will prepare students for dealing with hospitality industry guests and the guest experience in general. The course is composed of three sections, with a quiz at the end of each section. The topics covered include meeting guest expectations, training the staff,

Hospitality 325 - Section 8098

Kay Boles, CMP, CMM, CHE

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delivering the service, fixing service problems, and achieving service excellence. If guests feel they are receiving “red carpet service,” rest assured they will return as well as refer others. After reading this text and studying this course, it will be obvious that truly successful guest relations management is no accident. Without guests the hospitality industry would not exist, and the treatment of those guests is a very important aspect of the business. There are excellent career opportunities for people skilled in the proper treatment and management of guest relations and the guest experience Note: This document has two parts. Part I is WLAC course information. Part II is additional information to help you navigate through the course in a most efficient manner. Part II includes the course reading assignment grid, called the “Reading/Activities Schedule.” This grid contains all dates and deadlines for study, quizzes, and more.

PART I – WLAC Course Information (numbers 1-7):

1. Welcome: Welcome to Guest Relations Management. And welcome to the world of Hospitality. The authors of the text put it best: Hospitality is essentially a simple business: 1) You find out what the guest wants, and 2) you organize your resources in a way that enables you to provide that and maybe a little more. The best thing we can accomplish in this class is to be sure that these two concepts are firmly entrenched in the thinking and action of each and every one of us. Above all else, it is important to understand the significance of systematically asking the guests what they want and then managing everything and everyone in the organization so as to fulfill these expectations. Therefore, we will study this subject of guest relations management in a systematic approach. As you will see the text is devoted to three major concepts: Strategy, Staffing, and Systems. Within the three-section structure, there are 14 chapters that discuss 14 hospitality principles. By the end of the course we will see how the combination of these concepts are tied together to provide remarkable guest services. Whereas other courses have focused on front-office operations, supervision, and other aspects of the hospitality industry, this class will focus on the guest. We will discuss the scope of the guest experience in the travel and hospitality industry As you take this course, try to envision yourself as professional guest services manager in a full-service hotel, or other hospitality establishment. How are you going to go about creating and overseeing a successful guest management services program? After this course, you should appreciate even more how these services are consistently provided in such a way as to keep the guest happy and the lodging operation profitable.

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This course is scheduled entirely online. All content and tests are online, on the Etudes platform. In the Etudes platform, lectures are called “Modules.” Each module will be opened on Monday morning at 12:01am, beginning the week of class indicated in the “Reading/Activities Schedule.” All modules will remain open for the duration of the semester and close at the semester end date.

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2. Course Description: Without guests the hospitality industry would not exist and the treatment of those guests is a very important aspect of the business. There are excellent career opportunities for people skilled in the proper treatment and management of guests and the guest experience. In this course students will learn the service principles of dealing with guests including meeting guest expectations, training the staff, motivation and empowerment, involving the guest, communicating, delivering the service, fixing service problems, the aspect of waiting for service, and the steps to service excellence.

This course will prepare you for dealing with hospitality industry guests and the guest experience in general. The topics covered include meeting guest expectations, service training, communication training, delivering the service, fixing service problems, and achieving service excellence.

3. Required Text:

The textbook for this course is Managing Quality Service in Hospitality – How Organizations Achieve Excellence in the Guest Experience. It is an excellent combination of significant research on hospitality services and the best practices of leading hospitality organizations, such as The Walt Disney Company, the Marriott Hotel Corporation, the Ritz-Carlton Hotel Company, Southwest Airlines, and many more See text information immediately below.

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Managing Quality Service in Hospitality: How Organizations Achieve Excellence in the

Guest Experience (Hospitality Management) Authors: Robert C. Ford (Author), Michael C. Sturman (Author), Cherrill P. Heaton (Author)

2011

ISBN-13: 978-1439060322 ISBN-10: 1439060320, Edition: 1st

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Get the Kindle Edition for just $9.99 when you buy the new print edition of this book. You may also be

able to rent the book. Check with the WLAC Bookstore or Amazon website at www.amazon.com for more

information.

4. Recommended Materials: -Internet resources are available to further research topics mentioned in class. -Dictionary -Thesaurus -Three-hole Notebook or web page or internet folder would be a practical source in which to collect notes and materials -Other resources include hospitality and travel trade sources, consumer magazines. Use your web browser to identify specific sites you wish to study. There are many sites offering information on this subject. -Convention & Visitor Bureaus, industry magazines such as Successful Meetings, Meetings & Conventions, Meetings Focus, Smart Meetings; and industry websites such as www.hotelsmag.com and others are available to help supplement your learning.

5. Required Materials: -Computer or computer access -Printer if collecting materials for future reference -One three-ring binder if you wish to collect hard copies of certain materials, tests, fliers, rosters, email addresses, etc. -Avatar image (this is required to submit the first week of class. It can be – preferably - a picture of yourself – or an image representing you. Your Etudes platform describes how to submit. -Current WLAC/LACCD Email Address

6. Course Objectives:

A. Learn a systematic strategy to ensuring success guest relations management

B. Gain an overview of the characteristics of a good guest relations manager

C. Learn how to recognize and train staff for successful guest relations management

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D. Learn how the hospitality service system works

E. Learn the fourteen principles of successful guest relations management

7: Student Learning Outcomes (SLO)

West Los Angeles College is committed to student success through a set of core

institutional Student Learning Outcomes.

Student Learning Outcomes

Course SLO

At end of the course, the

successful student will be

familiar with guest services

management knowledge

and skills needed to

succeed in the industry.

Assessment Method

Assessment methods

include examination by

multiple choice, true/false,

fill-in-the blank, and essay

questions.

Criterion Level Reflects satisfactory performance on the SLO

At least X percent of

students achieve a certain

level of grade for this course

SLO.

1. Students will be able to

describe the three stages of a

successful guest services

management system.

Evaluation will be made by exam.

At least 65% of students will

achieve a grade of at least 70%

for this assessment.

2. Students will be able to

identify the fourteen principles

of successful guest relations

management program.

Essay: Interview a professional hospitality guest services manager at a hospitality establishment. Write an essay on the significance of this position to the hospitality/tourism industry. Evaluation for effectiveness will be made through essay exam.

At least 65% of students will

achieve a grade of at least 70%

for this assessment.

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PART II – WLAC Course Information (numbers 8-16):

8. Important Dates and Requirements: Required:

A. February 8-14: Submit an Avatar on the Etudes class site within the first week. The Avatar can be (preferably) a picture of yourself so classmates may recognize you and put a name with a face. Or the Avatar can be one of your favorite pictures (so long as it is in good taste) - beach scene, vacation scene, pet or family scene - which also becomes your name/image combination.

B. February 8-14: Submit an Introduction of yourself to the class on the Etudes class site within the first week. Just tell the class a little about yourself – such as why you are taking the class, what you want to get out of it, other classes you have taken, and other classes you wish to take, whether you are taking the class for a degree or a certificate. And tell us a fun thing you like to do when not studying or working…

C. Each Monday morning: a new Module opens, referring to a particular chapter in the textbook. This chapter becomes the topic of discussion throughout the week.

D. May 31, 2016, 11:59pm: Deadline to submit any regularly scheduled report, essay, test, or make-up work. Please contact instructor early if you need assistance, as none can happen after this date. The regular class ends on May 31, 2016.

E. June 1 – June 6, 2016: Final Exams. The only scheduled activity this week is the Final Exam. You will have until June 6, 11:59pm to submit your Final Exam, after which time the course is closed, with no further access to the site.

Voluntary:

A. Read each chapter of the textbook and be prepared to comment to class discussions B. Log on the class site every week. Respond to the new weekly discussion involving

the appropriate assignment in the text book.

Voluntary Excursion 1:

WLAC Hospitality and Travel Student Success Workshop

March 26, 2016

10:00am-12:00pm (room number to be announced)

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Are You...

A new student to the WLAC Hospitality & Travel program?

A current student in the program and want to learn more about completion

requirements for graduation and certificates?

Join us on Saturday, March 26 from 10am-12noon on the WLAC campus to learn more about our class offerings, degree/certificate requirements,

and career possibilities in these exciting industries! You'll meet faculty, current students, and maybe even some recent graduates to learn all about our program.

In the true spirit of hospitality, we invite you to bring a dish or plate to share for brunch. We will provide beverages; you bring a coffee cake, cookies, fruit salad, quiche or scramble, or any creative brunch dish! We'll look forward to seeing your culinary skills in action. We are very excited to be hosting this Hospitality & Travel student success program. Come learn about our programs, graduation, certificates, and meet your fellow students in a fun and festive environment.

See you there!

Go to this link to Register: http://student-success-workshop-spring2016.eventbrite.com

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Voluntary Excursion 2:

Hospitality Career Education Day at The Beverly Hills Hotel

Saturday, May 14, 2016, 10:00am-1:00pm

Please plan to arrive promptly in the Lobby between 9:45am-9:55am. Presentation

-History of The Beverly Hills Hotel -Hospitality Career Topics

Resumes Cover Letter Personal presentation

-Q & A -Site Tour -Refreshments

-Complimentary valet parking -Dress professionally. Bring your cameras -

Directions: Take 405, Sunset Blvd/UCLA exit, to: 9641 Sunset Blvd & Rodeo Drive

Extraordinary History sophisticated Splendor

The Beverly Hills Hotel

9641 Sunset Boulevard

Beverly Hills, CA 90210

Phone: 310-276-2251

Website: www.dorchestercollection.com/en/beverly-hills/the-beverly-hills-hotel

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9. The Online Challenge:

You have selected an online course that offers the advantage of reading course information at any time and from anywhere you have access to a computer and the internet. To overcome the lack of personal contact, you will be providing and Avatar (either a picture of yourself or an image representing you – in good taste, of course). And everyone will be providing a brief introduction during the first week of class. In addition, there will be a weekly “Topic of the Week Discussion,” which encourages you to respond to both the topic as well as to fellow classmates’ comments. Your instructor will respond to your comments as well. You are also invited to email, telephone, or personally visit the instructor. I work full time at UCLA Conference Services; and I invite each and every one of you to join me for lunch (my treat of course), a site tour, and conversation. Just call or email me to arrange a time that works for you. This course may contain concepts and information not contained in our text book. References may be made to current industry trade publications (magazines, journals, trade papers, and other publications’ online websites.) Some may be copied and sent to you via the Etudes course system or to your email address; for others, you may be directed to the publications’ web site. However, regarding the course quizzes, all questions will be taken from the textbook. Some chapters/modules are shorter than others. This can be seen in the “Schedule of Reading and Activities” grid shown below, where some weeks the number of chapters to read will vary. Online, you have more time to review content information, view different internet sites, as well as to discuss points and ask questions. NOTE - VERY IMPORTANT: Please print the “Reading/Activities Schedule” grid and refer to it often. This very important document is your “Bible” to keep you on track with your studying, weekly assignments, and test schedules.

Un-Block Your Pop-Up Blocker You MUST have your pop-up blocker turned OFF.

If this is not done, you will not be able to see the modules.

In the Etudes program, lectures are called “Modules.” Each module will be opened at Monday morning 12:01am, beginning the week of class indicated in the “Reading/Activities Schedule.” All modules will remain open for the duration of the semester and close at the regular semester end date.

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Professional Conduct in Our Virtual Classroom Community

There are a few recommended online formalities to keep-in-mind. These are for your security and to maintain a standard of ethics that will not compromise anyone in either cyberspace or a business relationship: One of the unifying objectives in this course is to familiarize you with, and give you practice in, becoming a member of the professional hospitality and travel community. We also have the

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responsibility to ensure that our virtual community is conducive to learning for all students. As such, you are asked to please follow these policies of our classroom community for all emails, discussion groups, and chat rooms:

Please greet everyone politely by their name, and include your name at the end.

Do not use profanity or less than business and civil language in discussing subjects and the activities of others

Do not demean destinations. While having personal or political views about destinations, remember that tourism is apolitical. One person’s paradise is another person’s least desired destination

Unless the instructor specifically asks you to do so as a proper part of an assignment, do not include in your professional email signatures or other material in your messages, any kind of sales solicitation or a political or religious message of any kind. Do not include a blind or other kind of hyperlink to such information

Please use common sense and common courtesy as if you are already a professional in this business community. Do ask the instructor if you have any questions about what is appropriate.

Academic honesty and ethics of the highest level will be maintained at all times.

For information on student conduct as it relates to academic dishonesty and integrity please see: http://laccd.edu/Board/Documents/BoardRules/Ch.VI-ArticleVII.pdf

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10. Course Points–290 total points (260 for Quizzes and 30 for Essay)

Course Points: THREE TESTS (Quizzes) and ONE REQUIRED ESSAY – Interview

Total of 290 points as follows:

Quiz 1 = 60 points Quiz 2 = 100 points Quiz 3 = 100 points Required Essay = 30 points (due by or before May 31, 2016, 11:59pm)

290 points Total

Tests: Three tests will be given. All tests are online, in the Etudes platform. The dates of the tests are listed in this outline. They will be open book research related exercises that consist of multiple choice, true/false, and fill-in-the-blank responses.

REQUIRED ESSAY - Interview: One REQUIRED ESSAY – Interview will be written and submitted. It will be worth 30 points, as follows: Interview a professional guest services manager in a full-service hotel or other

hospitality establishment to gain perspective on the workings of a guest services program.

Describe this information in a way that lets the reader (the instructor) have an idea of how the hotel gets its business.

Submit in the Etudes space indicated in the Etudes “Assignment” section.

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Please use the following format: Please title your Essay (upper left corner of paper): Hosp 325: Guest Services Management – REQUIRED ESSAY - Interview Name of Property or Business: ______________________ By: Name____________________________ Date: ________

Write a minimum 200 words, maximum 300 words, 12.0-font, double-spaced. Use either Arial or Times New Roman. Use the MS WORD format The Essay should have a minimum of five (5) paragraphs as follows: Introduction Three supporting paragraphs and a conclusion

Please indent (10) spaces at the start of each paragraph. It is okay to start your final paragraph as “In conclusion ...” or “In summary…” NOTE: If you cannot visit a hotel, you may interview any other hospitality establishment, such as attractions, an event company, catering company, restaurant company, travel agency, airlines, etc).

This Essay is due by or before May 31, 2016, 11:59pm. Plan ahead, turn it in early. Contact instructor for any questions. This is a required assignment.

EXTRA CREDIT: There are three opportunities to acquire extra credit on your final grade:

A. EXTRA CREDIT ESSAY – A. Select one of the three principles described in the textbook (Strategy, Staffing, System). Describe how this principle enhances the successful guest services management program in a hospitality establishment. Write a 200-300 word paper on this subject, using the same format as listed above in “Required Essay.” You may submit this paper in the Etudes platform inline or as a WORD attachment document. Or you may email it to instructor, at: kboles@ha.ucla.edu. (Please use MS WORD format).

This Essay is due any time by or before May 31, 2016, 11:59pm. Plan ahead, turn it in early. Contact instructor for any questions. This is an optional assignment, for extra credit.

(Note: One of the Excursions may be used).

B. EXTRA CREDIT ESSAY – B. Attend Event/Webinar: Fifteen (15) additional points will be added to your final semester score for attendance at any scheduled or un-scheduled on-campus, or off-campus hospitality event, or hospitality education webinar. Write a 200-300 word report as a follow-up to the visit or webinar, using the same format as listed above in “Required Essay.” In your paper describe the significance of this topic

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to the hospitality industry. You may submit this paper in the Etudes platform inline or as a WORD attachment document. Or you may email it to the instructor at email: kboles@ha.ucla.edu. (Please use MS WORD format).

This Essay is due any time by or before May 31, 2016, 11:59pm. Plan ahead, turn it in early. Contact instructor for any questions. This is an optional assignment, for (15 extra credit points. (Note: One of the Excursions may be used).

C. EXTRA CREDIT ESSAY – C. Your Choice: Fifteen (15) additional points may be added for an exceptional hospitality experience or topic that is not listed in these instructions. Write 200-300 word paper, using the same format as listed above. In the paper describe why this particular topic interested you, and how it relates to the Hospitality industry. You may submit this paper in the Etudes platform inline or as a WORD attachment document. Or you may email it to the instructor at email: kboles@ha.ucla.edu. (Please use MS WORD format). Feel free to contact the instructor with any ideas or requests to submit.

This Essay is due any time by or before May 31, 2016, 11:59pm. Plan ahead, turn it in early. Contact instructor for any questions. This is an optional assignment, for extra credit

11. Grading Criteria:

Student Grades will be based on total of 290 base points. Achievement will be based on a modified curve. The highest score achieved on all tests will be the top of the “A: scale, with a 10% separation between letter grades.

Example: 290 points -29 (10%) A 261

-29 B 232

12. Dropping the Class and Other Critical Dates:

It is hoped that, before dropping this class, you will discuss your reasons with the instructor. There may be alternatives that will help ensure your continuation and success. Also, please keep in mind that it may be an extended time before this class is offered again. So, please contact the instructor before taking action.

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See WLAC Schedule of Classes for additional information

13. Questions, Comments, Suggestions, or Counseling: Concerns regarding career direction or the hospitality

industry may be discussed on an individual basis. You may contact the instructor, email: kboles@ha.ucla.edu, or office phone at 310-206-9270 and discuss or arrange a time to visit in-person. Your visit may include complimentary lunch at UCLA.

14. Office Hours:

Monday Tuesday Wednesday Thursday Saturday 11:00am-2:00pm

Phone, online, or

in-person

11:00am-2:00pm

Phone, online, or

in-person

11:00am-2:00pm

Phone, online, or

in-person

11:00am-2:00pm

Phone, online, or

in-person

11:00am-2:00pm

Phone, online, or

in-person

Critical Dates and Deadlines: Spring 2016 (February 8 – June 6)

Online Classes Begin

February 8, 2016

Drop a Class without a Fee February 19, 2016

Drop a Class without a W February 19, 2016

Drop with a W May 6, 2016

CAMPUS CLOSED Presidents Day: February 12-15, 2016 Cesar Chavez Day: March 31, 2016 Spring Break: April 1-8, 2016 Memorial Day: May 30, 201

Online Classes End May 29, 2015

Online Final Exam May 31 – June 6, 2016, 11:59pm

All regular quizzes, essays, and extra credit essays MUST be turned in. June 1-6 is for FINALS only. No further access to Etudes platform after this date/time:

By or before: May 31, 2016, 11:59pm June 6, 2016, 11:59pm, Class Site Closes.

Graduation Ceremony June TBA

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15. Topics to be discussed: Hosp 325 - Guest Relations Management February 8 – June 6, 2016, Spring 2016

“Reading/Activities Schedule”

Note: Modules will open at 12:01 A.M. on dates listed below: Subjects and Quizzes will be available on the Monday of the session week. Topic discussion info will remain available for the remainder of the semester. Quizzes will be available for the dates listed on the Etudes platform. Late quizzes will be allowed as scheduled on the Etudes platform as late as May 31, 2016, 11:59pm.

Textbook outline: The textbook is divided into 3 sections. There is a quiz following each section.

Week Sp 2016 Hosp 325 - “READING/ACTIVITIES SCHEDULE” *

1 Feb 08

Introduction, Avatar, Course Objectives; Quizzes, Grading, and more

2 15 Section 1: The Hospitality Service Strategy

Chapter 1 – The Basics of Wow! p. 1-27

3 22 Chapter 2 – Meeting Guest Expectations through Planning p. 31-78

4 29 Chapter 3 – Setting the Scene for the Guest Experience p. 83-111

5 Mar 07

Chapter 4 – Developing the Hospitality Culture: Everyone Serves p. 117-145

6 14-20 Quiz 1 Chapters 1, 2, 3, 4 … 60 points

7 14 Section 2: The Hospitality Service Staff

Chapter 5 – Staffing for Service p. 149-193 8 21 Chapter 6 – Training and Developing Employees to Serve p. 197-226

8 26 Meeting On-Campus: Student Success Workshop Celebration, 10am-12pm All Hospitality/Travel Students

8 28 Chapter 7 – Serving with a Smile: Motivating Exceptional Service p. 229-262

9 Apr

01-08 Spring Break – Go Somewhere!

10 11 Chapter 8 – Involving the Guest: The Co-Creation of Value p. 265-290

11 18-24 Quiz 2 Chapters 5, 6, 7, 8 ... 100 points

12 25 Section 3: The Hospitality Service Delivery System

Chapter 9 – Communicating for Service p. 295-327

13 May 02

Chapter 10 – Planning the Service Delivery System p. 331-365

14 9 Chapter 11 – Waiting for Service p. 369-398

14 14 Site Visit – Hospitality Career Education -The Beverly Hills Hotel, 10am-1pm

15 16 Chapter 12 – Measuring and Managing Service Delivery p. 401-432

Chapter 13 – Fixing Service Failures p. 437-469

16 23 Chapter 14 – Service Excellence: Leading the Way to Wow! p. 475-499

17 June 1-6

Final-Quiz 3 Chapters 9, 10, 11, 12, 13, 14 …100 points Note: Final-Quiz 3 opens June 1, 12:01am, and closes June 6, 11:59pm – There will be no

further access after this time.

Required Essay … 30 points (Must turn in by or before June 7, 11:59pm – No further access after this time).

* Subject to change.

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NOTE: Students with disabilities who believe they may need accommodations in this class are encouraged to contact Disabled Students Programs and Services, HLRC 119 or call 310- 287-4550 as soon as possible to better ensure such accommodations are made promptly.

~~~~~~~~~~~~~~~ NOTE: You are encouraged to experience activities related to different cultures, from foods to foreign destinations and to study related subjects: anthropology, architecture, history, sociology and more. These will broaden your knowledge base and enable you to work with increasingly more travelers, with more interests, wanting different levels of service.

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16. Instructor Bio: You are offered a brief view of your instructor’s hospitality related background so you may know how to use her knowledge to further you own professional interests

Kay Boles, MS, CMP, CMM, CHE Hospitality/Travel

With a Master’s degree in management and specializing in the hospitality industry, Kay has extensive experience strategically managing conferences for groups in the business, medical, scientific, and educational fields. Kay is a Certified Meeting Professional (CMP), Certified Meeting Manager (CMM), and Certified Hospitality Educator (CHE). Prior to joining UCLA, she held the role of Director of Conference Services and Conference Services Manager in Texas, in addition to being a Meeting Manager for the University of Texas Medical Branch.

Kay has taught many courses in WLAC’s Hospitality and Travel Degree and Certificate programs. Regardless of the class she is teaching, she approaches it from a business, management, and career path perspective. She wants students to not only learn the course information but to be able to apply it to their own personal and professional goals.

Kay is former president of UCLA Staff Assembly (a 25,000 employee association) and Vice-President of Education for Meeting Professionals International (MPI) Southern California Chapter. Her community service work includes Habitat for Humanity, Stop Hunger Now, and volunteering with the UCLA True Bruin program, having served as task manager, project manager, and ambassador for UCLA’s volunteer program involving over 6,000 students, faculty, and staff annually.

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