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Hospitality, Travel & Creative Program ►Hospitality Operations and Management Certificate Program




This training program combines a Three course training track:

  • Hospitality: An Introduction
  • Managing Quality Service in Hospitality
  • Hospitality Sales

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.


Hospitality: An Introduction 180 Hours


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 Hospitali ty 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

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

Hospitality Sales and Marketing  180 Hours


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


Hospitality: An Introduction Module 1

Introducing Hospitality

  • Hospitality through the Ages
  • Ancient Times
  • Medieval Times
  • 18th and 19th 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

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

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

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

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

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

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

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

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

Required Materials


All materials are included in this course.


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