[major=MKT | course_id=GEM201 | syllabus_id=13615 | semester=8 | combo=MKT_COM5 | title=Managing Guest Experience]
Course ID: GEM201
Title EN: Managing Guest Experience
Title VI: Quản trị trải nghiệm khách hàng
Credits: 3.0
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.
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: 
Course type: traditional
Decision: 1318/QĐ-ĐHFPT dated 11/27/2025
Approved date: 2025-11-27
CLO1: To understand the roles, characteristics and importance of the guest experience
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=During all course; question_type=; grading_guide=; completion_criteria=; clos=>0
[2] category=Group assignment; type=on-going; weight=30.0; duration=; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[3] category=Individual Assignment; type=on-going; weight=15.0; duration=Session 8; question_type=LO1, LO2; grading_guide=Based on the given exercise or case study at the beginning of the course.; completion_criteria=; clos=>0
[4] category=Quizzes; type=on-going; weight=15.0; duration=Session 4- Session 14- Session 26; question_type=; grading_guide=Quizzes will test for knowledge of subjects in the chapter assigned for that day.; completion_criteria=; clos=>0
[5] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=The questions/ exercises will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=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; edition=; isbn=; main=True; online=; note=
[2] desc=Guest Service in the Hospitality Industry; author=Bagdan, P.; publisher=Hoboken, New Jersey: Wiley; edition=1st; isbn=; main=; online=; note=
[3] desc=Service management: an integrated approach; author=Gemmel, P. Looy, B. V. & Dierdonck, R. V.; publisher=Harlow: Pearson; edition=3rd; isbn=; main=; online=; note=
[4] desc=Managing Hospitality Organizations: Achieve excellence in the guest experience; author=Robert C. Ford and Michael C. Sturman; publisher=SAGE; edition=; isbn=9781544321509; main=True; online=; note=Chọn một trong 2 ấn bản. Ưu tiên mua ấn bản mới nhất
Session 1: -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
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Slides
Tasks: https://drive.google.com/drive/folders/1e4Z-_xtyWw8sQ5qY5pAL2Rd9vRVCAf9m?usp=sharing
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Read slides, take note
CLO2: To identify the foundation for quality guest service and value
Session 1: 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.
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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.
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: Quiz 1: Chapter 1,2
Topic: Offline; Teaching type: LO1; LO: T
ITU: Slides
Download: Quiz 1

Session 4: Progress Group Assignment 1
Topic: Offline; Teaching type: ; LO: T
ITU: Slides
Download: Group ASM
CLO3: To define and build a total quality service culture
Session 1: 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
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note
CLO4: To identify the importance of a powerful service theme and supporting service standards
Session 1: Chapter 4- Developing the Hospitality Culture: Everyon serves!
- Culture and reputation
- Strategy and employee commitment
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: Chapter 4- Developing the Hospitality Culture: Everyon serves!
- Culture and reputation
- Strategy and employee commitment
Topic: Offline; Teaching type: LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: Slides
Download: Read slides, take note
CLO5: To identify and apply the effective recovery strategies to the service failure
Session 1: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: Chapter 5- Staffing for Service
- Process of recruiting employees
- Internal and external recruitment strategies
- Standard approaches and techniques for screening and interviewing job candidates
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note
CLO6: To recognize and utilize AI tools and various techniques to deliver excellent guest service
Session 1: Chapter 6- Training for Service
- Training and development
- Principles and methods used to train and develop employees
- Measuring training effectiveness
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: Chapter 6- Training for Service
- Training and development
- Principles and methods used to train and develop employees
- Measuring training effectiveness
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: 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
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO3; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: Quiz 2: Chapter 5-7
Topic: Offline; Teaching type: LO3; LO: U
ITU: 
Download: Quiz 2

Session 4: Progress Group Assignment 2
Topic: Offline; Teaching type: ; LO: U
ITU: Slides
Download: Read slides, take note
Session 1: 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
Topic: Offline; Teaching type: LO4; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO4; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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.
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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.
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: Chapter 10(cont)
- Advantages and disadvantages for service delivery of cross-functional organizations

Progress Group Assignment 2
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: Chapter 10(cont)
- Advantages and disadvantages for service delivery of cross-functional organizations

Progress Group Assignment 3
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO5; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: Individual Assigment Submission & assessment
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Individual Assigment Submission

Session 2: Individual Assigment Submission & assessment
Topic: Offline; Teaching type: ; LO: U
ITU: 

Session 3: Progress Group Assignment 3
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Group ASM

Session 4: Progress Group Assignment 4
Topic: Offline; Teaching type: ; LO: U
ITU:
Session 1: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 2: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 3: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note

Session 4: 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
Topic: Offline; Teaching type: LO6; LO: T
ITU: Slides
Download: Read slides, take note
Session 1: Presentation day
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: 
Download: Present

Session 2: Presentation day
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present

Session 3: Presentation day
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present

Session 4: Presentation day
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present
Session 1: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present

Session 2: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present

Session 3: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Present

Session 4: REVIEW
Topic: Offline; Teaching type: ; LO: U
ITU: 
Download: Review