Syllabus- Hospitality and Tourism

Course Title: Hospitality and Tourism

½ Credit 1 Semester Course 2014-15

Fall and Spring Semesters

Class Meetings: Periods

Room

Teacher: Jonathan Heller

Phone: 203-946-5845

Email: jonathan.heller@new-haven.k12.ct.us

Dear Students/ Parents:

The Hospitality and Tourism class will provide an overview of the current hospitality and tourism industry.

Students take a brief look at the history of the industry to understand the forces that have shaped it and the degree to which it has changed in the past century. They learn about traveler motivation and consumer needs and how these factors affect current offerings in the lodging, transportation, food and beverage, and entertainment sectors. Students consider the economic and environmental impacts of the industry on the world today. They receive exposure to the wide array of domestic and international travel. Finally, students learn the basics of selling and marketing in tourism.

Throughout the course, students apply their learning to their culminating projects: developing a vacation package for high school students. They create business plans, itineraries that include a special meal suggestion, a promotional plan, and a brochure about the destination. They present their plan to an invited audience.

State of Connecticut Career and Technical Education

Business and Finance Technology

PERFORMANCE STANDARDS AND COMPETENCIES (Updated 12/2009)

Business Management:

C. Entrepreneurship: Recognize the characteristics of an entrepreneur; determine opportunities and problem recognition and pursuit.

45. Identify the characteristics of a successful entrepreneur.

46. Describe an entrepreneurial opportunity and formulate the steps in establishing a business oriented toward that opportunity.

47. Identify target markets for potential new businesses.

48. Identify elements of marketing (e.g., product, place, price and promotion).

49. Describe how the Internet and other emerging technologies have impacted the components of marketing including product, place, price and promotion.

50. Project the total cash needed to start a business (e.g., start-up costs, ongoing operational expenses, and cash reserves).

51. Identify the major sources of funding for a business (e.g., venture capitalists, grants).

52. Establish goals and objectives for a planned business.

53. Describe the components of a thorough business plan.

54. Identify the key components of an organizational structure of a planned business.

55. Identify and evaluate the various ways in which government (federal, state, and local) regulations affect specific businesses.

56. Compare and contrast the advantages and disadvantages of the various forms of business ownership.

57. Identify strategies that facilitate ethical behavior in a small business.

Marketing:

A. Information Management: Understand the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

3. Evaluate quality and source of information.

4. Identify ways in which technology impacts business.

6. Describe and demonstrate common e-mail functions.

B. Channel Management: Understand the concepts and processes needed to identify, select, monitor, and evaluate sales channels.

7. Define channel management.

8. Explain the relationship between customer service and channel management.

9. Describe channels of distribution.

C. Market Planning: Understand concepts and strategies utilized to determine and target marketing strategies to a select audience.

17. Explain the concept of market and market identification.

18. Explain the concept of marketing strategies.

20. Define and describe the purpose of sales forecasts.

21. Describe the nature of target marketing in marketing communications.

24. Define a target market and the factors impacting target market selection.

25. Explain the SWOT analysis strategic planning method for marketing.

D. Pricing: Understand the concepts and strategies utilized in determining and adjusting prices to maximize return and meet customer’s perceptions of value.

26. Explain the pricing function.

29. Explain factors affecting pricing decisions.

E. Product/Service Management: Understand the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.

30. Determine initial feasibility of product idea.

33. Explain the processes used for ongoing opportunity recognition.

34. Describe factors used by marketers to position products/services.

35. Explain the nature of product/service branding.

F. Promotion: Understand the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.

38. Describe and compare communications channels used in sales promotion and public-relations activities.

39. Identify types of public-relations activities.

40. Describe word-of-mouth channels used to communicate with targeted audiences.

State of Connecticut Career and Technical Education

Academic Foundation Standards

CTE provides a context for the development of academic teaching and learning. The academic foundation standards are prerequisite for student success in learning other disciplines in school, community and work settings. These foundation standards are incorporated into all New Haven School CTE courses.

M1 Extend the understanding of number to include integers, rational numbers and real numbers

M2 Interpret and represent large sets of numbers with the aid of technologies

M3 Develop strategies for computation and estimation using properties of number systems to solve problems

M4 Develop and evaluate mathematical arguments using reasoning and proof

M5 Construct appropriate representations of data based on the size and kind of data set and the purpose for its use.

R6 Make connections between the text and outside experiences and knowledge

R7 Draw conclusions about the author's purpose in including or omitting specific details

R8 Use evidence from the text to draw and/or support a conclusion

R9 Use information from the text to make a prediction based on what is read

R10 Evaluate explicit and implicit information and themes within a given work

2015 Connecticut State Performance Standards & Competencies

MARKETING EDUCATION

(2014 National Performance Standards & Competencies (MBA Research)

Performance Standard: Channel Management1. Acquire foundational knowledge of channel management to understand its role in

marketing. Explain the nature and scope of channel management Explain the relationship between customer service and channel management Explain the nature of channels of distribution Describe the use of technology in the channel management function Explain legal considerations in channel management Describe ethical considerations in channel management 

Performance Standard: Customer Relations2. Foster positive relationships with customers to enhance company image.

Explain the nature of positive customer relations  Reinforce service orientation through communication Adapt communication to the cultural and social differences among clients  Interpret business policies to customers/clients

3. Resolve conflicts with/for customers to encourage repeat business. Handle difficult customers Handle customer/client complaints

4. Reinforce company's image to exhibit the company's brand promise. Identify company's brand promise Determine ways of reinforcing the company's image through employee

performance 

5. Understand the nature of customer relationship management to show its contributions to a company. Discuss the nature of customer relationship management Explain the role of ethics in customer relationship management Describe the use of technology in customer relationship management

Performance Standard: Marketing-Information Management 6. Acquire foundational knowledge of marketing-information management to

understand its nature and scope. Identify data monitored for marketing decision making Explain the nature and scope of the marketing information management function  Explain the role of ethics in marketing-information management Describe the use of technology in the marketing-information management

function 

Describe the regulation of marketing-information management 

7. Understand marketing-research activities to show command of their nature and scope. Explain the nature of marketing research Discuss the nature of marketing research problems/issues

8. Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue. Describe methods used to design marketing research studies (i.e., descriptive,

exploratory, and causal)  Describe options businesses use to obtain marketing-research data (i.e., primary

and secondary research) Discuss the nature of sampling plans (i.e., who, how many, how chosen) 

9. Understand data-collection methods to evaluate their appropriateness for the research problem/issue. Describe data-collection methods (e.g., observations, mail, telephone, Internet,

discussion groups, interviews, scanners) Explain characteristics of effective data-collection instruments

10. Employ marketing information to plan marketing activities. Describe the use of target marketing in professional selling

Performance Standard: Marketing11. Understand marketing's role and function in business to facilitate economic

exchanges with customers. Explain marketing and its importance in a global economy

Describe marketing functions and related activities

12. Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making. Explain factors that influence customer/client/business buying behavior  Demonstrate connections between company actions and results (e.g., influencing

consumer buying behavior, gaining market share)

13. Develop marketing strategies to guide marketing tactics. Explain the concept of marketing strategies

14. Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI). Explain the concept of market and market identification

15. Employ marketing-information to develop a marketing plan. Explain the nature of marketing plans 

Performance Standard: Pricing

16. Develop a foundational knowledge of pricing to understand its role in marketing. Explain the nature and scope of the pricing function Explain factors affecting pricing decisions

Performance Standard: Product/Service Management 17. Acquire a foundational knowledge of product/service management to understand its

nature and scope. Explain the nature and scope of the product/service management function  Identify the impact of product life cycles on marketing decisions  Describe the use of technology in the product/service management function 

18. Apply quality assurances to enhance product/service offerings. Explain warranties and guarantees  Identify consumer protection provisions of appropriate agencies 

19. Employ product-mix strategies to meet customer expectations. Explain the concept of product mix Describe the nature of product bundling 

20. Position products/services to acquire desired business image. Describe factors used by marketers to position products/services  Explain the nature of product/service branding 

Performance Standard: Promotion21. Acquire a foundational knowledge of promotion to understand its nature and scope.

Explain the role of promotion as a marketing function Explain the types of promotion  Identify the elements of the promotional mix

22. Understand promotional channels used to communicate with targeted audiences. Explain types of advertising media Describe word-of-mouth channels used to communicate with targeted audiences  Explain the nature of direct marketing channels Identify communications channels used in sales promotion Explain communications channels used in public-relations activities

23. Understand the use of an advertisement's components to communicate with targeted audiences. Explain the components of advertisements  Explain the importance of coordinating elements in advertisements

24. Understand the use of public-relations activities to communicate with targeted audiences. Identify types of public-relations activities  Discuss internal and external audiences for public-relations activities 

Performance Standard: Selling25. Acquire a foundational knowledge of selling to understand its nature and scope.

Explain the nature and scope of the selling function Explain the role of customer service as a component of selling relationships Explain key factors in building a clientele Explain company selling policies Explain legal and ethical considerations in selling Describe the use of technology in the selling function Describe the nature of selling regulations

26. Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the client/customer. Acquire product information for use in selling Analyze product information to identify product features and benefits Differentiate between consumer and organizational buying behavior Identify emerging trends for use in selling

27. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales. Explain the selling process Discuss motivational theories that impact buying behavior 

28. Perform pre-sales activities to facilitate sales presentation. Explain the use of marketing-research information in professional selling Prospect for customers Conduct preliminary customer/client qualification Conduct pre-visit research (e.g., customer's markets/products, customer's

competitors, and competitors' offerings) Determine sales strategies

29. Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales. Respond appropriately to prospect's individual personality type Determine customer's buying motives for use in selling Determine the methods of suggestion selling Define a negotiated sales term

Chapter Numbers and Names – Monthly Sequence

Month 1

Part One Welcome to Hospitality

1 The World of Hospitality

2 Service: The Heart of Hospitality

3 Hospitality Past, Present, and Future

Part Two The Foodservice Industry

4 The World of Food and Beverages

5 Food Preparation and Service

6 Front- and Back-of-the-House

Month 2

7 Hotel Food and Services

8 Purchasing and Receiving

UNIT 2: THE EFFECTS OF TRAVEL AND TOURISM

Part Three The Lodging Industry

10 The World of Lodging

11 Front Office

12 Housekeeping

13 Security

UNIT 3: FUNDAMENTALS OF THE HOSPITALITY INDUSTRY

Part Four Travel, Tourism, and Recreation

15 Travel

16 Tourism

17 Recreation

UNIT 4: TRANSPORTATION IN THE TOURISM INDUSTRY

Month 3

Part Five The Business of Hospitality

18 Business Basics

19 Hospitality Management

20 Human Resources

21 Marketing and Sales

24 Legal and Ethical Considerations

UNIT 5: OVERVIEW OF SELLING TOURISM

Month 4

Part Six Careers

25 Your Career in Hospitality

26 Skills for Success

Culminating Project – Create a vacation for a student with certain budget restrictions

UNIT 6: CAREERS IN HOSPITALITY AND TOURISM

Nightly Homework Assignments

Students will be assigned nightly homework assignments which will be reviewed in the following class.

Tests (Mid-Terms & Final)

These will be a comprehensive exam that will include objective questions, short answers questions, and practical applications.

STANDARDS: CTE Curriculum Framework Standards addressed in this course or unit Literacy Standards (from New Haven CCSS Design Template) New Haven Public Schools 21st Century Competencies

Enduring Understandings: Essential QuestionsStudents will understand that…Hospitality and Tourism is designed to introduce students to the hospitality industry as a whole, including the foodservice, lodging, travel, tourism, and recreation industries.

Why do people Travel? Why is the Hospitality and Tourism industry so important to a city’s and nation’s economy? Why does Hospitality and Tourism vary in price?

Students will understand that:

The tourist product is largely psychological in its attraction. It is the temporary use of a culture, heritage, atmosphere, and hospitality of the destination.

The ideal is a sustainable future where tourism always benefits the local economy and community, enhancing rather than damaging the natural environments that support them.

What makes travelers choose one destination over another?What are some of the dangers of tourism that is not sustainable? or What are the benefits of tourism that is sustainable?

Knowledge SkillsStudents will know:

Students take a brief look at the history of the industry to understand the forces that have shaped it and the degree to which it has changed in the past century. They learn about traveler motivation and consumer needs and how these factors affect current offerings in the lodging, transportation, food and beverage, and entertainment sectors. Students consider the economic and environmental impacts of the industry on the world today. They receive exposure to the wide array of domestic and international travel. Finally, students learn the basics of selling and marketing in tourism.

Students will be able to:

Throughout the course, students apply their learning to their culminating projects: developing a vacation package for high school students. They create business plans, itineraries that include a special meal suggestion, a promotional plan, and a brochure about the destination. They present their plan to an invited audience.

Business PlanningPublic SpeakingFinanceMarketingComputer SkillsAccountingBudgeting

Assessments Performance Tasks

Daily Practice within the textbook, assignments, Class discussions, Projects, Tests and Quizzes,

Other evidence of Learning

Daily practice, Class discussions, assignments, Projects, Tests and Quizzes, and Field Trips

and Field Trips

Overview of Culminating Semester Project

End of Semester Project Description

In this project, students apply the basic concepts and tools of the hospitality and tourism industry to create a comprehensive proposal for a vacation package that would appeal to high school students. The driving question for the project is, “How can we best design an all-inclusive vacation package that is attractive to high school students?”

The students work individually. Each group chooses a different destination in the United States that they believe would appeal to their target demographic.

End of Semester Project Components

Over the course of this project, students produce the following pieces that will make up their complete proposal:

Business plan that introduces their chosen destination, explains why they chose it, includes green travel tips for that destination, and describes a particular accommodation

Plan for a special meal to be included in the itinerary

Detailed travel itinerary that includes transportation, lodging, activities, safety tips, and cost

Promotion plan for the vacation package (individually produced component)

Brochure that highlights features of the package

Course Requirements/Materials:

1 Binder Notebook

A writing utensil

Be prepared to participate and be active in all discussions.

Homework:

Each homework assignment should be turned in or will be checked at the beginning of the class on or before the due date. If you do not attend class on the due date, your homework must be turned in upon your return to school. Otherwise, late assignments past the next class will not be accepted.

Attendance Policy:

Students are expected to attend all class sessions and must complete all course requirements as assigned. Class attendance will be taken in all classes.

If for some extreme reason a student cannot make class, he or she may be able to make up the work with teacher approval, by submitting answers to the material covered in class that is stated on the course weekly syllabus. This work MUST, however, be handed in no later than the following class for credit.

Teacher Expectations Regarding Assignment Due Dates:

In addition to the attendance policies above, there will be late penalties for any assignments that are not submitted by the assigned date and time. Assignments not posted by the designated time will be reduced one letter grade if they are completed within one week. If the assignment is submitted more than one week late, it will no longer be accepted, and you will receive a Zero for that assignment.

GRADING SCALE:

A = 100-90

B = 89-80

C = 79-70

D = 69-60

F = 59 and below

Grading Policy:

Grades will be totaled and divided by the number of items. This method will allow the student to know his/her marking period grade at all times via www.engrade.com. Students are encouraged to keep up with all returned papers. Grades will be based on daily work, homework, class participation, tests, and projects.

Grading Policy and Methods of Assessment:

Course Requirements:

In- class participation: 10%

Participation includes both class attendance and online participation, knowledge of readings, and message board responses. Attendance is extremely important in a class of this kind.

Quizzes and Exams: 25%

Class Assignments and Homework 40%

Projects: 25%

Appropriate Classroom Conduct: Students are expected to show a respect for order, the rights of others, and to exemplify a sense of honor and integrity in the classroom. Student conduct is considered an integral part of the educational process. Therefore, no student should be denied the right to learn as a direct result of disruptions in the classroom. Active learning, open inquiry, and the free expression of informed opinion are the foundations of an excellent education at Career High school. However, student behavior that interferes with the teacher’s ability to conduct the class is prohibited. Students are expected to be considerate and respectful of the rights, views, and interests of other students and faculty.

Intellectual Honesty: Plagiarism is a serious offense against academic integrity and intellectual honesty. In completing written assignments, the student must work independently unless the class instructor indicates otherwise. It is important for students to understand that they must reference the sources for all direct quotes, for the rephrasing of information from an outside source, and for ideas borrowed from readings. Students will be required to use APA format when referencing sources. Failure to cite appropriate references in any of these instances results in an

act of plagiarism, intentional or unintentional. If it has been determined that a student plagiarized a written assignment, the student may be penalized by receiving a zero on that assignment.

Writing Guidelines: The writing guidelines for this course will follow the American Psychological Association’s (APA) style format standards. Referenced pages must be correctly formatted and alphabetized; sources must be appropriate to the assignment, correctly cited, and traceable; and the number of citations and sources must be adequate for each paper. Citing your sources properly requires following the APA style format rules. Please use the documentation guidelines found in the required textbook, Publication Manual of the American Psychological Association, (6th edition).