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Spring 2017

Tourism & Hospitality Mgmt Courses:

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THM201 - Meeting and Convention Planning
Credits: 3

Catalog Description: Examines the different segments of the conventions and meetings market. Includes the development of a marketing plan for a specific property, and a service function organization plan, including detailed information on room setups, food and beverage functions, audiovisual equipment, and other aspects of group meeting business. Fall only. Prerequisites: THM101, BUS101, and ENG101.

Lecture: 3 hrs.

Course Student Learning Outcomes (CSLOs):
Upon successful completion of this course, the student will be able to:

1. Identify four of the types of meetings held and at least three of the reasons each type is typically used.*
2. Identify a minimum of four types of organizations that hold meetings and list at least three specific requirements of each.*
3. Explain the importance of yield management in maximizing a property's profit potential.
4. Discuss at least two current trends that impact the meeting industry, including sustainability, and at least two factors that contribute along with how customer service managers address the trends.
5. Explain the four factors involved in planning an advertising strategy and the difference between public relations and publicity and how each is used to project the desired image for your property.
6. Describe at least four of the elements involved in negotiating contracts with meeting planners so that both the hotel and the group benefit.
7. Describe the role of a convention service manager at a property.
8. Demonstrate creativity when determining menu selections for multiple group functions.
9. Discuss at least five of the issues that underscore the importance of communication in the execution of an event.
10. Describe at least five different meeting room setups and identify when each is commonly used.
11. Describe at least three reasons that demonstrate the importance of the trade show to associations, hotels, and local businesses.

* This course objective has been identified as a student learning outcome that must be formally assessed as part of the Comprehensive Assessment Plan of the college. All faculty teaching this course must collect the required data and submit the required analysis and documentation at the conclusion of the semester to the Office of Institutional Research and Assessment.

Content Outline:
1. Introduction to the Convention, Meetings, and Trade Show Industry
2. Developing a Marketing Plan
3. Organizing for Convention Sales
4. Selling the Association Market
5. Selling the Corporate Meetings Market
6. Selling Other Markets
7. Selling to the Meetings Market
8. Advertising to the Meeting Planner
9. Negotiations and Contracts
10. The Service Function
11. Guestrooms
12. Preparing for the Event
13. Function Rooms and Meeting Setups
14. Food and Beverage Service
15. Audiovisual Requirements
16. Admission Systems and Other Services
17. Exhibits and Trade Shows
18. Convention Billing and Post-Convention Review

Effective Term: Spring 2015