Food and Beverage Management

Fall 2022

INSTRUCTOR:
Mr. Thomas J. Pratt
Thomas.Pratt@wsu.ac.kr

LOCATION:
To be announced

TIME:
Wednesday 1 – 4 PM 001
Friday 1 – 4 PM 002

OFFICE HOURS:
The instructor is available in building W19 office 211 on Wednesday Mornings between
10 AM and Noon and by appointment on Mondays and Tuesdays. Appointments for
other time periods are also available upon request. Please e-mail to arrange date and time.

DESCRIPTION:
This course is designed to help the student progress to a more senior role within the
hospitality industry. It allows the students to improve their leadership abilities and
develop an understanding of high-performance teams and employee empowerment.
Practical information prepares them to put quality leadership into action to enhance guest
service and increase profitability.

CLASS FORMAT:
Course material will be presented in a lecture/seminar format. Readings will be assigned
to promote class participation. Students will be expected to complete the assigned
readings and watch relevant videos to pass a quiz on said materials weekly. Guest
speakers may be invited to give additional perspectives when and if the opportunity
arises.

PROFESSIONAL COURTESY:
In the hospitality industry in particular, treating guests and fellow employees with respect
is paramount to one’s success. Therefore, it will be the expectation that all individuals
will treat every other individual with respect and dignity, at all times. This includes but is
not limited to: timely attendance, unobtrusive entry or exit from a class that is in session,
cell phone ringers off, newspapers and other extraneous reading material closed and
stowed, attention listening to whomever may be speaking, and following the basic
guidelines of courteous behavior that you would be expected to display in a professional
work environment.
Demeanor: Students will conduct themselves according to the rules of Woosong
University. Provocative attire, foul or vulgar language use or disruptive behavior will not
be tolerated. Cell phones, pagers, beepers, etc. should not be brought into the classroom,
or if brought in should be turned to the “off” setting. Students who fail to follow the rules
of turning off the electronic devices may have their attendance/participation grade
lowered up to 50 points (5% of total grade).

REQUIRED TEXT:
Managing Quality Service in Hospitality How Organizations Achieve Excellence in the
Guest Experience by Robert C. Ford, Ph.D. University of Central Florida, Michael C.
Sturman, Ph.D. Cornell University, and Cherrill P. Heaton, Ph.D. University of North
Florida. Additionally, academic articles and other materials may be provided by your
professor.

GOALS AND LEARNING OUTCOMES:

By the completion of this course, students should be able to:

• Define the term “Moment of Truth”

• Understand how expectation and performance relate to satisfaction
• Determine which of Porter’s Generic Strategies a business is using
• Evaluate the consistency of the service environment with the brand
• Develop a hospitality culture in their workplace
• List the steps of hiring and training new staff member
• Create new opportunities for guest involvement
• Create a Service Delivery System
• Measure the performance of a hospitality business
• Create strategies to overcome service failures

EXPECTED WORKLOAD:

Weekly Quizzes
Students will be expected to read substantive texts provided by their professor and to pass
a five question quiz related to the weekly readings. To ensure that students are reading
the assigned material. Missed quizzes will not be reopened, but students may be offered
extra credit opportunities at the end of the semester based on their grades. Extra credit
will only be offered to students that are at a high risk of receiving a grade lower than a
“C”.

Midterm and Final Exam

The midterm will include 4 multiple choice, 4 true and false as well 3 essay questions.
The exam will include questions based on any and all of the material covered in weeks 1
through 7. The Final exam will consist of a written exam based on the material covered
throughout the entire semester. This exam will consist of 10 multiple choice questions, 10
true and false questions and 3 Essay questions. Students arriving more than ten minutes
late will not be allowed to take the exam. Furthermore, make up exams will not be given;
students must attend class on the assigned date.
ATTENDANCE/PARTICIPATION:
This course will strictly adhere to Woosong University standards and policies regarding
attendance and tardiness to class

COURSE POLICIES:
You are responsible for the material in all class meetings: lecture notes, handouts,
assignments and due dates. All written assignments must be submitted by the class start
time of the due date. Late assignments will not be accepted for a grade. Make-up tests
will be granted only at the discretion of the instructor and only for documented extreme
emergencies pre-approved by the instructor. It is the responsibility for each student to
be self-directed in the pursuit of course activities. There are no exceptions for missed
presentations. Individuals who do not present at their appointed times will not be
awarded presentation grade points. The instructor reserves the right to refuse a student
admission to any exam, if the student is more than ten minutes late from the scheduled
starting time. You are responsible for yourself and your only comparison is to yourself.
You are responsible for determining any content that was presented during a missed class
session. It is not the responsibility of any faculty representative to repeat or remediate
information due to student absences. It is the responsibility of the student to track
individual course progress. Feedback for assignments is usually available on the next
class session from the assignment due date. Students are responsible for knowing the
point values for every assignment and to record and tabulate their progress through the
course.

ACADEMIC DISHONESTY:
Students in this course should be familiar with the university policies on Academic
Responsibility. Violation of any of these policies, in particular any form of direct or
indirect plagiarism will result in an “F” for that assignment and may lead to failure for the
entire course. It is the responsibility of the student to understand conditions that constitute
a charge of plagiarism. Ignorance of plagiarism is not an excuse. Assignments or any
graded element of the course must also be your own work. There is nothing wrong with
seeking the assistance of other (in fact, helping each other to study for exams is highly
recommended) for help in understanding concepts, principles, or methods, but simply
obtaining answers for another person and turning them in as your own is unacceptable.

CLASS FLEXIBILITY:
To allow flexibility for chapter discussions during the term, guest speakers, etc., the
instructor reserves the right to alter topic dates.

DETERMINATION OF GRADE:
If a student has questions regarding an earned grade on an assignment or needs
clarification regarding a grade, they should come to see the instructor during office hours
or should make an appointment to see the instructor in order to discuss their questions.
Individual grades will not be discussed during class hours. Grades will not be discussed
through emails, so please do not email with questions regarding grades.
GRADUATE STUDENTS GRADING CRITERIA:
Grading will be based on the following scores but will also be curved according with
University policy:

Attendance 20%
Weekly Assignments 20%
Mid-term Exam 20%
Final Exam 40%

TOTAL 100%

GRADE DISTRIBUTION:
A+=95 or above
A= 90, 91, 92, 93, 94
B+ =85, 86, 87, 88, 89
B= 80, 81, 82, 83, 84
C+ =75, 76, 77, 78, 79
C= 70, 71, 72, 73, 74
D+ =65, 66, 67, 68, 69
D =40, 41, 42, 43, 44, 45, 46, 47, 48, 49,
50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60,
61, 62, 63, 64,
F = Below 40

STANDARD GRADE CURVE:

30% = A+ or A
40% = B+ or B
30% = C+ or lower
 Course Schedule
Date Topic Weekly Activities Assignments
Due
Week 1 Review Syllabi and Provide the service quality and Week 1:
Course Schedule value that guests expect. Syllabus
Unit 1: -Guestology: What Is It? Quiz
The basics of the -The Guest Experience
-Guest Expectations
WOW effect – The
guest knows best
Week 2 Meeting Guest Focus strategy on the key Week 2 Quiz
Expectations through drivers of guest satisfaction
Planning -Three Generic Strategies
-The Hospitality Planning Cycle
-Assessing the Environment
-What the Future May Hold
-Assessing the Organization The -
Uncertain Future
-Involving Employees
Week 3 Setting the Scene for Provide the service setting that Weekly Quiz
the Guest Experience guests expect
-Creating the “Show”
-Why Is the Environment Important?
-A Model: How the Service
Environment Affects the Guest

Week 4 Developing the How the Service Define and Weekly Quiz
Hospitality Culture: sustain a total service culture
Everyone Serves! - The Importance of Leaders
- The Importance of Culture
- Beliefs, Values, and Norms
- Culture and the Environment
- Communicating the Culture
- Changing the Culture Environment
- What We Know About Culture
Week 5 Unit 2: Find and hire people who love Weekly Quiz
Staffing for Service to serve
Training and - Employees of the Hospitality
Developing Industry
Employees to Serve - Loving to Serve
- Study the Job
- Recruit a Pool of Qualified
Candidates
- Select the Best Candidate
- Hire the Best Applicant
- Make the New Hire Feel
Welcome
- Selecting People Out of an
Organization
 - Employing the Best to Serve
Your Guests
Week 6 Serving with a Smile: Train your employees, then Weekly Quiz
Motivating train them some more
Exceptional Service - Employee Training
- Developing a Training Program
- Training Methods
- Challenges and Pitfalls of
Training
- Employee Development
Week 7 Midterm Recap Review weeks 1-6 Study
Week 8 Course Evaluation Midterm Evaluation Midterm
Evaluation
Week 9 Involving the Guest: Motivate and empower your Weekly Quiz
The Co-Creation of employees
Value - Motivating Employees
- The Needs People Have
- The Rewards People Want
- Rewarding Employees for
Performance
- Linking Performance and
Rewards
- Clarifying Employees’ Roles
- Setting Goals
- Providing the Right Direction
- Motivation, Employee and
Guest Satisfaction
Week 10 Unit 3: Glue the guest experience Weekly Quiz
Involving the Guest: elements together with
The Co-Creation of information.
Value - The Challenge of Managing
Information.
- Information and the Service
Product
- Information and the Service
Setting
- Information and the Delivery
System
- Decision Support Systems
- The Hospitality Organization as
an Information System
Week 11 Planning the Service Provide seamless service Weekly Quiz
Delivery System delivery
- Planning and Designing the
Service Delivery System
- The Service Delivery System
- Planning Techniques
- Targeting Specific Problem
 Areas in Service Delivery
Systems
Week 12 Waiting for Service Manage the guest’s wait Weekly Quiz
Measuring and - When the Wait Begins
Managing Service - Capacity and Psychology: Keys
Delivery to Managing Lines
- Queuing Theory: Managing the
Reality of the Wait
- Managing the Perception of the
Wait
- Service Value and the Wait
Pursue perfection relentlessly
- Assessing Service Quality
- Measuring Service Quality
- Finding the Technique that Fits
Week 13 Fixing Service Don’t fail the guest twice Weekly Quiz
Failures - No Perfect Service Systems
- Service Failures: Types, Where,
and Why
- The Importance of Fixing
Service Failures
- Dealing with Service Failures
- Recovering from Service Failure
Service Excellence: Leading the
Way to Wow!
Week 14 Final Exam Recap Review Semester Study
Week 15 Course Evaluation Final Exam Final
Practical

Good Luck Over Vacation