Managing Guest Experience (GEM201)
Vietnamese title: Quản trị trải nghiệm khách hàng
Credits: 3
Prerequisites: MGT101/MGT103/MKG101

Description:
In order to remain competitive, hospitality organizations of today, in particularly highend hotels are very much focused on the “guest experience”. They are under high
pressure to deliver high service standards as today’s consumers are looking for more
value for their money. This course covers the topic of managing hospitality organizations by using academic studies and real life experiences from companies and is written in three sections: Strategy, Staffing and Systems. Each chapter includes at suggested hospitality activities for students, in which students are encourages to visit local organizations to talk with guests, employees and managers to obtain a variety of perspectives on the guest experience.

Learning outcomes:
To understand the roles, characteristics and importance of the guest experience
To identify the foundation for quality guest service and value
To define and build a total quality service culture
To identify the importance of a powerful service theme and supporting service standards
To identify and apply the effective recovery strategies to the service failure
To recognize and utilize AI tools and various techniques to deliver excellent guest service

Student tasks:
- Class attendance is strongly encouraged. Attend at least 80% of class hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (http://flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:

Materials:
description: Managing quality service in hospitality: how organizations achieve excellence in the guest experience
author: Ford, R. C., Sturman, M. C. & Heaton, C. P.
publisher: Clifton Park, New York: Delmar Cengage Learning
published_date: 2012
description: Guest Service in the Hospitality Industry
author: Bagdan, P.
publisher: Hoboken, New Jersey: Wiley
published_date: 2012
edition: 1st
description: Service management: an integrated approach
author: Gemmel, P. Looy, B. V. & Dierdonck, R. V.
publisher: Harlow: Pearson
published_date: 2013
edition: 3rd
description: Managing Hospitality Organizations: Achieve excellence in the guest experience
author: Robert C. Ford and Michael C. Sturman
publisher: SAGE
published_date: 2019
isbn: 9781544321509
note: Chọn một trong 2 ấn bản. Ưu tiên mua ấn bản mới nhất

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
duration: During all course
no_question: Each student shoud make at least 1 individual presentation, case analysis during the course in front of the class. Topics will be varied based on the topics in the textbook.
category: Group assignment
type: on-going
weight: 30.0
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Four or five students per group.
Groups and groups ideas are determined on the third session of the course. Work will be break down into stages and examined during the course. Final work to be submitted prior to the presentation of the topic.
knowledge_and_skill: Minimum length of the group assignment should be 10 pages, excluding appendices
grading_guide: Based on topics of studied units
note: Group presentation in class room
category: Individual Assignment
type: on-going
weight: 15.0
duration: Session 8
question_type: LO1, LO2
knowledge_and_skill: Various
grading_guide: Based on the given exercise or case study at the beginning of the course.
category: Quizzes
type: on-going
weight: 15.0
duration: Session 4- Session 14- Session 26
no_question: Multiple choice, exercises or essay questions
knowledge_and_skill: Appx. 15
grading_guide: Quizzes will test for knowledge of subjects in the chapter assigned for that day.
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Multiple choice . Other types of questions may be included.
knowledge_and_skill: 50
grading_guide: The questions/ exercises will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: -Course Overview
-Introduction to AI Integration in the course
-Chapter 1 - The Basic of wow! The guest knows best
- Difference between making products and serving guests
- Meeting the hospitality guest's expectations
- Guest experience
- Components of the guest experience
- Service quality and service value in the hospitality field
learning_outcomes: IT
session: Chapter 1 - The Basic of wow! The guest knows best
- Difference between making products and serving guests
- Meeting the hospitality guest's expectations
- Guest experience
- Components of the guest experience
- Service quality and service value in the hospitality field
learning_outcomes: T
session: Chapter 1 - The Basic of wow! The guest knows best
- Difference between making products and serving guests
- Meeting the hospitality guest's expectations
- Guest experience
- Components of the guest experience
- Service quality and service value in the hospitality field
learning_outcomes: T
session: Chapter 1 - The Basic of wow! The guest knows best
- Difference between making products and serving guests
- Meeting the hospitality guest's expectations
- Guest experience
- Components of the guest experience
- Service quality and service value in the hospitality field
learning_outcomes: T
session: Chapter 2- Meeting the Guest Expectations through Planning
- Generic strategies for positining products and services
- Quantitative and qualitative tools used to assess the hospitality environment-external and internal
- Importance and value of product and service branding.
learning_outcomes: T
session: Chapter 2- Meeting the Guest Expectations through Planning
- Generic strategies for positining products and services
- Quantitative and qualitative tools used to assess the hospitality environment-external and internal
- Importance and value of product and service branding.
learning_outcomes: T
session: Quiz 1: Chapter 1,2
learning_outcomes: T
session: Progress Group Assignment 1
learning_outcomes: T
session: Chapter 3- Setting the scene for the guest experience
- Importance of service setting and service environment
- How the service environment affect guests and employees
- Elements of the service environment need to be managed
- How theming the service setting pays off
learning_outcomes: T
session: Chapter 3- Setting the scene for the guest experience
- Importance of service setting and service environment
- How the service environment affect guests and employees
- Elements of the service environment need to be managed
- How theming the service setting pays off
learning_outcomes: T
session: Chapter 3- Setting the scene for the guest experience
- Importance of service setting and service environment
- How the service environment affect guests and employees
- Elements of the service environment need to be managed
- How theming the service setting pays off
learning_outcomes: T
session: Chapter 3- Setting the scene for the guest experience
- Importance of service setting and service environment
- How the service environment affect guests and employees
- Elements of the service environment need to be managed
- How theming the service setting pays off
learning_outcomes: T
session: Chapter 4- Developing the Hospitality Culture: Everyon serves!
- Culture and reputation
- Strategy and employee commitment
learning_outcomes: T
session: Chapter 4- Developing the Hospitality Culture: Everyon serves!
- Culture and reputation
- Strategy and employee commitment
learning_outcomes: T
session: Chapter 4 (cont)
- Essential roles of the organization's beliefs, values, and norms play
- How the organization can accomplish the difficult task of changing its culture, it that becomes necessary

Individual Assignment Submission
learning_outcomes: T
session: Chapter 4 (cont)
- Essential roles of the organization's beliefs, values, and norms play
- How the organization can accomplish the difficult task of changing its culture, it that becomes necessary

Individual Assignment
learning_outcomes: T
session: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
learning_outcomes: T
session: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
learning_outcomes: T
session: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
learning_outcomes: T
session: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
learning_outcomes: T
session: Chapter 6- Training for Service
- Training and development
- Principles and methods used to train and develop employees
- Measuring training effectiveness
learning_outcomes: T
session: Chapter 6- Training for Service
- Training and development
- Principles and methods used to train and develop employees
- Measuring training effectiveness
learning_outcomes: T
session: Chapter 7- Servicing with a smile: Motivation and Empowerment
- Motivating employees
- The power of positive reinforcement
- Employee satisfaction and guest satisfaction: a direct relationship
- Working as a team
- Empowering employees
learning_outcomes: T
session: Chapter 7- Servicing with a smile: Motivation and Empowerment
- Motivating employees
- The power of positive reinforcement
- Employee satisfaction and guest satisfaction: a direct relationship
- Working as a team
- Empowering employees
learning_outcomes: T
session: Chapter 7- Servicing with a smile: Motivation and Empowerment
- Motivating employees
- The power of positive reinforcement
- Employee satisfaction and guest satisfaction: a direct relationship
- Working as a team
- Empowering employees
learning_outcomes: T
session: Chapter 7- Servicing with a smile: Motivation and Empowerment
- Motivating employees
- The power of positive reinforcement
- Employee satisfaction and guest satisfaction: a direct relationship
- Working as a team
- Empowering employees
learning_outcomes: T
session: Quiz 2: Chapter 5-7
learning_outcomes: U
session: Progress Group Assignment 2
learning_outcomes: U
session: Chapter 8- Involving the Guest: Co Production
- Strategies for involving the guest
- Advantages and disadvantages of guest involvement are for the organization and the guest
learning_outcomes: T
session: Chapter 8- Involving the Guest: Co Production
- Strategies for involving the guest
- Advantages and disadvantages of guest involvement are for the organization and the guest
learning_outcomes: T
session: Chapter 9- Communicating for Service
- Importance and uses of information to hospitality organizations
- The ways in which information enhances the service product, setting and delivery system.
learning_outcomes: T
session: Chapter 9- Communicating for Service
- Importance and uses of information to hospitality organizations
- The ways in which information enhances the service product, setting and delivery system.
learning_outcomes: T
session: Chapter 10- Delivering the Service
- The process to plan, design, analyze, and check the hospitality organization's service delivery system
- Different methods for designing a delivery system
learning_outcomes: T
session: Chapter 10- Delivering the Service
- The process to plan, design, analyze, and check the hospitality organization's service delivery system
- Different methods for designing a delivery system
learning_outcomes: T
session: Chapter 10(cont)
- Advantages and disadvantages for service delivery of cross-functional organizations

Progress Group Assignment 2
learning_outcomes: T
session: Chapter 10(cont)
- Advantages and disadvantages for service delivery of cross-functional organizations

Progress Group Assignment 3
learning_outcomes: T
session: Chapter 11- Waiting for Service
- How to make any wait for service as short and pleasant as possible
- How to manage capacity shortages
- Concept of queuing theory holds for hospitality organizations
learning_outcomes: T
session: Chapter 11- Waiting for Service
- How to make any wait for service as short and pleasant as possible
- How to manage capacity shortages
- Concept of queuing theory holds for hospitality organizations
learning_outcomes: T
session: Chapter 11- Waiting for Service
- How to make any wait for service as short and pleasant as possible
- How to manage capacity shortages
- Concept of queuing theory holds for hospitality organizations
learning_outcomes: T
session: Chapter 11- Waiting for Service
- How to make any wait for service as short and pleasant as possible
- How to manage capacity shortages
- Concept of queuing theory holds for hospitality organizations
learning_outcomes: T
session: Individual Assigment Submission & assessment
learning_outcomes: U
session: Individual Assigment Submission & assessment
learning_outcomes: U
session: Progress Group Assignment 3
learning_outcomes: U
session: Progress Group Assignment 4
learning_outcomes: U
session: Chapter 12- Fixing Service Problems
- Importance of fixing service failures
- Reasons why needed to fixing service failures quickly
- Match the recovery strategy to the failure
learning_outcomes: T
session: Chapter 12- Fixing Service Problems
- Importance of fixing service failures
- Reasons why needed to fixing service failures quickly
- Match the recovery strategy to the failure
learning_outcomes: T
session: Chapter 12- Fixing Service Problems
- Importance of fixing service failures
- Reasons why needed to fixing service failures quickly
- Match the recovery strategy to the failure
learning_outcomes: T
session: Chapter 12- Fixing Service Problems
- Importance of fixing service failures
- Reasons why needed to fixing service failures quickly
- Match the recovery strategy to the failure
learning_outcomes: T
session: Chapter 13- Serving Perfectly
- Measuring guest service effectiveness
- Internal methods of measuring service effectiveness
- Costs and benefits of the different methods for acquiring guest opinions
learning_outcomes: T
session: Chapter 13- Serving Perfectly
- Measuring guest service effectiveness
- Internal methods of measuring service effectiveness
- Costs and benefits of the different methods for acquiring guest opinions
learning_outcomes: T
session: Chapter 14- Service Excellence: Leading the way to wow!
- Service excellence to delight the guests
- Service excellence in hospitality organizations

Quiz 3: Chapter 9-14
learning_outcomes: T
session: Chapter 14- Service Excellence: Leading the way to wow!
- Service excellence to delight the guests
- Service excellence in hospitality organizations

Quiz 3: Chapter 9-15
learning_outcomes: T
session: Presentation day
learning_outcomes: U
session: Presentation day
learning_outcomes: U
session: Presentation day
learning_outcomes: U
session: Presentation day
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: REVIEW
learning_outcomes: U