Normandale Community College                                                              Effective Review Date:  Spring 2008

Common Course Syllabus                                                                      To Be Reviewed Annually

I.       Course Information

         A.    HSMA 2171 - Hotel Sales, Marketing & Convention Management

         B.    Offered Spring Semester

         C.    Four credits

         D.    No Prerequisite

         E.    Catalog Description.  Organization and functioning of marketing and sales department; the need for sales planning through analysis of product, competitors and market.  Overview of successful convention management including planning, execution, and follow-up.

II.       Recommended Entry Skills/Knowledge

         A strong interest in hotel management along with computer skills.

III.      Outline of Major Content Areas

         A.    The role of marketing and strategic planning

         B.    Service characteristics and tourism marketing

         C.    Marketing research and information systems

         D.    Consumer buying behavior

         E.    The marketing function of hotels including the sales and catering office

         F.     Market segmentation and positioning

         G.    Advertising and promotions

         H.    Personal selling for groups

         I.      Planning & implementation of conventions including:

                 CSelling

                 CBooking and closing of group business

                 CInternal record keeping

                 CExternal communication

                 CTechnology

                 CFollow-up and evaluation

IV.     Learning Outcomes  Upon completion of this course, the student will:

         A.    To learn the various terminology of hospitality sales and marketing and to define the marketing function.

         B.    To learn the necessity of analyzing the product, market, and competition before sales activity.

         C.    To understand the consumer markets and consumer buying behavior through segmentation, research, and information systems.

         D.    To develop an awareness of the roles of advertising, marketing, and promotions both hotel and food & beverage properties.

         E.    To understand the role of personal selling and group sales in hospitality.

         F.     To identify the various market segments of hotel sales (convention, association and corporate.)

         G.    To work with market segmentation, targeting and positioning through local example to learn segmentation’s effectiveness.

         H.    To understand the importance of customer service through developing a quality offering.

         I.      To become aware of pricing options and the considerations for each pricing strategy.

         J.     To learn to manage capacity and demand, and the techniques of yield management.

         K.    To develop a marketing plan.

         L.     Understand the definition and scope of the meetings market.

         M.    Have an understanding of how group business is sought and booked.

         N.    Be able to identify the various employment positions involved in the sales catering and convention service’s areas of a hotel.

         O.    Know the planning phase of convention services.

         P.    Be able to work with groups to ensure guest satisfaction.

         Q.    Understand site selection including location, entertainment, amenities, facilities, etc.

         R.    Distinguish between the meeting and association market and the different means of booking and servicing them.

         S.    Be able to identify the miscellaneous markets of sports, tour groups, seniors, arts, etc.

IV.     Methods Used for Evaluation

The instructor will choose from a combination of evaluation procedures including exams, quizzes, field trips, papers, case studies, site evaluations.