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HA400 : Syllabus 


HA - 400

Web Class Syllabus


Northern Arizona University
School of Hotel and Restaurant Management








1.0 General Information

1.1 Information To Contact Professor 1.11 Dr. Richard G. McNeill

SHRM Administration Building, Office #2
NAU Box 5638, Flagstaff, Arizona 86011
Phone & Voice Mail: (928) 523-1713

Fax:  (928) 523-1711
Personal Web:

1.12 Office Hours:

BY APPOINTMENT Contact me to arrange any special times.

1.2 Course Specifications 1.21 Class Meeting Times and Places: 1.213 WEB CLASS - MONDAY, 8:00 AM, WEB (Note: this is a not a "formal" meeting time)
          Meeting Place:  Course URL: - Weekly assignments due Fridays at 5 PM
1.22 Course and Prerequisite 1.221  HA - 400 Hospitality Sales Management
1.222  Prerequisite - HA-365 (Hospitality Marketing)
1.223 Three (3) Semester Hours
1.23 Textbooks
  1.231 Required Textbook & Required Readings for the Course

SAVE MONEY: ALL REQUIRED READING IS "ONLINE". All assigned readings are found on each "Topic Page" on Web.


1.3 Frequently Asked Questions And Answers (FAQs) 1.31 Who Will Benefit From This Course?
  1.311 Students Aspiring To Be General Managers.
In all areas of the Hospitality Industry, Hotels, Restaurants, Convention & Visitors Bureaus, Cruise Lines, Event Companies, Transportation Companies, etc, increased competition has placed a premium on OBTAINING REVENUE. Progressive companies are requiring that ALL people being groomed for general management understand how hospitality sales operates.

1.312 Students Aspiring To Enter Sales And Marketing.
Some students have questioned whether or not hospitality operations FIT their personal make-up. There clearly are people who have the personality and desire to be in sales. Since this is the only course at the hotel school that details Hospitality Sales, hopefully these students will "self-identify" themselves.

1.32 Can this Course Help Me in Other Aspects of My Life?

Absolutely! This course will teach you about PERSUASION. There are two primary areas in which you will need to be skillful in persuasion:

........1.321 Most people will make about five (5) changes in jobs and/or careers throughout their working life. Since you can view your skills and talents as a "product," you will need to "sell" or persuade a future new boss or company that your skills are the right match for their needs.

........1.322 Most of you hope to be leaders and managers. The age of management by dictate and authoritarianism is long gone. You need to be able to persuade your employees to follow your lead. Persuade them that your vision and strategy to reach that vision is in their best interests. You need to win their "hearts" and not just their "bodies."

1.33 What's This Course About?  

........1.331 It's About Who Are The Hunted And Who Are The Hunters. This course thoroughly discusses hospitality markets (the "hunted") where the revenue is located. It teaches selling (hunting) skills and the tactics that salespeople use to go about obtaining that revenue. And, it teaches sales management skills-the selling (hunting) team's leadership that orchestrates selling strategies.

1.332 It's About Obtaining Revenue Under A "Newer" Form Of Selling: (a) Building Relationships and (b) Operating as a consultant to the customer.
  At the School of Hotel and Restaurant Management, most courses are about how to OPERATE hospitality organizations. With the exception of the Principles of Hospitality Marketing course, this is the only course that concentrates on OBTAINING REVENUE. In the purest sense, salespeople are HUNTERS. They go out to track-down the food and then bring it back to camp so that the COOKS (and Operators) can do something with it (turn revenue into profit). Both sets of people are important, but both have distinct personal characteristics.

CONSULTATIVE SELLING IS THE NEWER FORM OF HUNTER. This new hunter is a conservator of his or her "hunting -preserve." They realize that they must protect the "game" from destruction or becoming extinct. This new "hunter" nurtures and maintains. The "old" salesperson "hunter" was only concerned with quantity of game obtained. Maintenance and preservation was not of concern. These old style hunters assumed that there was always an "endless" supply of game.

Continuing the above metaphor, these newer salespeople (hunters) act as a consultant to the customer and helps them to solve problems. They hope to establish long-term relationships with the customer that will lead to repeat business and referrals over a lifetime. This is very different than the old form of selling (hunting) which basically made a quick sale and then moved on to the next customer without investing in relationships.

1.34 What Are The Learning Objectives Of This Class?

1.341 General Objectives. In this class, you will be exposed to the overall nature and dimensions of hospitality markets that are sought by hospitality salespeople. You will receive this information through readings, assignments, interaction in group discussions & role-play, and from a hands-on project that requires you to interview a sales practitioner in the industry. A second project will have you apply the consultative selling model to general "persuasion" and "influence" that you will use all of your life: (a) to persuade others to accept your ideas, (b) to influence your employees to follow your management and "lead," and (c) to sell yourself for promotions and job changes that you may encounter in the future.

1.342 Specific Competencies. "Competencies" are things that you are able to DO! Through lecture, homework, and in-class ROLE-PLAY, at the end of this class you will be COMPETENT in the following areas:

1. Selling Skills and Tactics
  1. Can correctly list and describe the 6 steps in the 4 Phase Model ("THE CONSULTATIVE SELLING MODEL").

  3. Can correctly prepare and execute all steps of a product presentation/ demonstration.

  5. Can correctly list and describe the five common types of buyer resistance and objection and the seven general strategies for negotiating and overcoming these objections.

  7. Can correctly list , describe and execute seven specific methods for negotiating and overcoming buyer resistance and objections.

  9. Can correctly list, describe, and execute seven methods of closing a sale.

2. Sales Management Development and Strategies

  1. Can describe and map the revenue generating interrelationships the sub-industries of the broader hospitality industry.

  3. Can describe the characteristics and purchasing behaviors and motivations of the three major customer segments.

  5. Can describe the success characteristics of hospitality salespeople and directors of sales.

  7. Can diagram and describe the components of a typical sales organization.

  9. Can outline and fully describe the major job functions of a hospitality Director of Sales.

1.35 What Are The Learning Methods That Will Be Used In This Course?



1.351 Organization. This course is organized by and will follow the "Consultative Selling Model" (see above).  Each course content area will sequentially follow this model.
  1. Phases of the Model. There four "organizing" phases of a complete consultative model: (a) Phase One: Personal and Professional Strategies, (b) Phase Two: Supply and Demand Strategies, (c) Phase Three: Acquisition and Maintainance Strategies, and (d) Phase Four: Evaluation and Continuous Quality Improvement Strategies. Each of these phases have two Steps.

2. Steps of the Model. There are eight (8) steps in the model: (a) Phase One: Step # 1, Professional Management and Step # 2, Personal Management, (b) Phase Two: Step 3, Product/Service Management and Step # 4, Customer Management, (c) Phase Three: Step # 5, Presentation Management and Step # 6, After-Sale Management, and (d) Phase Four: Step # 7, Metrics and Evaluation Management, and Step # 8, Continuous Quality Improvement Management. 

NOTE: In this course Step # 7 is accomplished by your performance on your course examinations. Step # 8 is OPTIONAL and useful if you want to pursue a career in hospitality sales (resources and further study opportunities are presented).



Go Now To Expanded Outline!


1.352 Preparation. This course is a collaborative effort between you, your fellow students, and your professor. All participants in this effort are expected to prepare for each learning topic and to openly share with classmates. 1. Preparation means that you read assignments in advance of your being asked to demonstrate understanding (homework, role-plays, group discussions, tests, etc.).

2. Sharing means that we will all be learning together. No single person has all of the answers, thus you have responsibility to help other students solve problems by sharing your insights.

1.353 Resources and Tools to Complete Course Work. You will have several sources from which to obtain content information and several tools through which to demonstrate your learning achievement
  1. Resources.
  a. Course Text: Your text is online.

b. Internal Online Material. The course provides additional content material embedded in the web pages of the course itself. These include instructional material, guides for projects, and feedback material.

c. Outside Web "Links." You will be directed to many "links" that will provide additional course content for your knowledge and discussion.

d. All Students in the Class. You will be able to ask questions on a dedicated "listserv." Also, there is a "Virtual Conference Center (VCC) where you will be able to discuss with other students.

e. Your Professor. Your professor is a learning "Coach." The role of a coach is to guide your learning; not "tell" or "lecture" to you. A coach will assist with: (a) structure and motivation, (b) specific and perplexing questions, (c) specific feedback on skill proficiencies, and (d) feedback on total performance. Learning is a product derived from ALL resources stated above. Each student must actively participate to successfully complete this course.

NOTE: Contact your "Coach" by e-mail or make arrangements for personal consultation as needed. Be aware that the coach is not sitting at his computer 24 hours per day but will make every effort to provide you timely responses.

Remember! When asking questions of anyone coach, fellow students, anyone, prepare your questions thoroughly and demonstrate that you have done everything possible to answer for yourself-be very familiar with the material.

f. Yourself. In the final analysis, you and your dedication to learning is the ultimate resource. Just getting by or doing the minimum to earn a grade is mediocre behavior. Your success in this course and in life is dependent on your personal motivation and dedication to your own development.

You demonstrate your personal responsibility through the "extra efforts" that you make: (a) Contributions to the "listserve" and active participation in the VCC and (b) Thoroughness of discussions and work submitted. There is latitude and grading criteria in this course to REWARD superior performance.

This web course is a new adventure for all of us. It may be challenging at times and exciting at others. It is a journey of learning.

2. Tools.
  a. Course Packet. See the first part of this syllabus for specifics
b. Computer and software properly configured (see set up instructions). Also, while not mandatory, sound card and video cards will make this course more enjoyable.
c. Technical Assistance. NAU computer labs will provide all the help that is necessary. EXHAUST THESE EXPERTS BEFORE seeing the professor (he knows just enough to be dangerous).
d. Dana Account. Even if you have an outside e-mail address such as AOL or Hotmail, you MUST have an NAU "dana" account. All 7 other tools work off of this account. You will use your "Dana" account to sign on to "NAU Webmail" which will facilitate your ability to send "attachments."
e. Listserv. You must subscribe to the course listserv (see instructions on setup).
f. Virtual Conference Center (VCC). You must sign up (dana account password gives you access), read instructions, and join the "groups" that your professor assigns.


2.0 Course Policies

2.1 Late Papers, Role-play Exercises, and Assignments
  2.11 Lateness of Assignments. Assignments are designed to be a learning process - each builds upon the knowledge gained from the previous.
  2.111 Projects (1). This is designed to have you apply the principles of selling/influencing/ persuading to yourself. You are an ASSET that an employer will ultimately purchase giving you a SALARY in return for your abilities. Absolutely no late work will be accepted without significant penalties.

2.112 Other Assignments. Must be submitted on the required due date to receive credit.

2.12 Web "Discipline." One of the most difficult parts of taking a web-based course is disciplining yourself to complete the work in a timely manner.

2.121 Mature Students. A web course assumes that you are a mature individual who has accepted the responsibilities of taking a web class (and signed a "letter of understanding"). Consequently, the policy outlined above will be strictly enforced!

2.122 Seniors who will be interviewing for jobs should anticipate that the interviewing process will interfere with their normal time schedule and should complete their work in advance. Likewise, you may need to work ahead if you are participating in a school sponsored activity on the day the assignment is due. Participation in an activity which excuses you from class does not excuse you from turning your assignment in on time. By completing your work a few days ahead of schedule, you may be able to avoid last minute computer problems that would prevent you from meeting the strict deadlines.

2.123 Routines & Habits. In a regular class, you are required to attend class and, thus are systematically given any changes to class assignments by the professor. In a web class, the only means of communication are electronic and through your e-mail accounts. SO: SUGGESTED HABITS ARE TO SYSTEMATICALLY CHECK YOUR E-MAIL AT A MINIMUM ON MONDAYS & FRIDAYS. This way you will receive all communication at the beginning and end of each week.

2.2 Honor Code

You will be expected to adhere to an honor code in this class that strictly:

2.21 Forbids Plagiarizing
  1 Plagiarizing, which is copying words directly out of a published document without using quotation marks and giving the author credit; or paraphrasing another person's ideas or thoughts as your own without giving reference.
2. Copying another person's work including using notes, cheat sheets, etc during an exam.
3. Handing in work prepared by another individual as your own work,
4. Any act of intellectual or general dishonesty.

RESULT: Any violation will result in the assignment of a zero for the project or exam plus expulsion from the course.

2.22 Encourages Assisting Other Students in Learning

1. Broadcasting useful websites to classmates over listserv.
2. Answering any difficult questions posed by classmates over listserv.
3. Participate actively in group discussions on VCC.
4. Helping classmates with course structural misunderstandings, due date confusion, computer technical questions, etc.

NOTE: All assignments and work in Web Class is INDIVIDUAL WORK.

2.3 Northern Arizona University Policy Statements

2.31 Safe Environment Policy
  NAU's Safe Working and Learning Environment Policy seeks to prohibit discrimination and promote the safety of all individuals with the university. The goal of this policy is to prevent the occurrence of discrimination on the basis of sex, race, color, age, national origin, religion, sexual orientation, disability, or veteran status and to prevent sexual harassment, sexual assault, or retaliation by anyone at this university.

You may obtain a copy of this policy from the college dean's office. If you have concerns about this policy, it is important that you contact the departmental chair, dean's office, the Office of Student Life (523-5181), the academic ombudsperson (523-9368), or NAUs Office of Affirmative Action (523-3312).

2.32 Students with Disabilities


If you have a learning and/or physical disability, you are encouraged to make arrangements for class assignments/exams so your academic performance will not suffer because of the disability or handicap. If you have questions about special provisions for students with disabilities, contact the Counseling and Testing Center (523-2261). It is your responsibility to register with the Counseling and Testing Center. Application for services should be made at least eight weeks before the start of the semester. If the Counseling and Testing Center verifies your eligibility for special services, you should consult with your instructor during the first week in the semester so appropriate arrangements can be made. Concerns related to noncompliance with appropriate provisions should be directed to the Disability Support Services coordinator in the Counseling and Testing Center.




3.0 Performance Evaluation Criteria

3.1    Performance Criteria (How are you graded?)  GO TO CRITERIA SITE NOW!

3.2    Evaluation Feedback

Your grades will be reported on a spreadsheet posted on this website (your identity will be "coded" for anonymity. Expect grades for all assignments to be posted approximately one week after assignment due date.

3.3    REMINDER:

All assignments must be completed on the DUE date. Only VERIFIED AND SERIOUS EXCUSES WILL BE EXCEPTED. You all know your personal commitments for the semester and must be responsible for planning in advance.

ALL REGULAR ASSIGNMENTS ARE DUE ON THE FRIDAY OF THE WEEK ASSIGNED BY 5:00 PM.  Major projects have due date in Expanded Course Outline. As mentioned, no unexcused exceptions will be accepted and you will not receive credit for the assignment.



4.0 Ha - 400, Course Outline And Assignment Calendar