HTM415 - Events, Meetings and Convention Services

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Last revision date May 25, 2020 1:51:51 AM
Last review date Aug 3, 2020 12:15:13 AM

Subject Title
Events, Meetings and Convention Services

Subject Description
Meetings, conferences and conventions generate significant revenues for the hotels, the city they are in and numerous affiliated tourism businesses. Students will be introduced to the specifics of this Hospitality segment including the impact of the Convention Bureaus. They will learn about key industry trends, including the greening of meetings, new technology applications, social media and the popularity of second-tier cities. Emphasis will be spent on the definition of the scope and segmentation of the convention and group business market, marketing and sales strategies to attract markets with specific needs and techniques to meet those needs as part of meeting and convention service.

Credit Status
One credit towards the Hospitality - Hotel and Restaurant Services Management Diploma Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Describe the scope of the convention, meetings and trade show industry in terms of types of meetings, who holds meetings and emerging types of meeting facilities.
  2. Explain the steps in developing a marketing plan.
  3. Describe considerations in the organizational design of a sales department and outline how a sales office interfaces with other departments.
  4. Identify characteristics of association meetings that are important for selling to the association market.
  5. Identify characteristics of corporate meetings that are important for selling to the corporate market.
  6. Describe SMERF groups and explain how to approach selling meeting services and products to them.
  7. List and describe the steps in making a personal sales call.
  8. Summarize the process of planning an advertising strategy and describe how public relations and publicity can help a property reach meeting planners.
  9. Describe the elements of a contract or letter of agreement.
10. Describe considerations in determining who should coordinate hotel service to groups and describe the duties and organizational relationships associated with the position of convention service manager.
11. Summarize factors that hotel staff must take into consideration when assigning guest rooms to meeting attendees.
12. Describe the format and uses of the resume prepared by the convention service manager.
13. Describe typical function room furniture, meeting setups and time and usage considerations for function rooms.
14. Identify different types of food functions and types of food service and describe beverage service issues.
15. Summarize factors in the decision about which audiovisual requirements to service in-house and which to outsource and describe types of audiovisual equipment and their issues.
16. Describe programs that hospitality properties offer the guests and children of meeting attendees and the role of such programs in a successful meeting.
17. Describe the functions of key trade show personnel and describe the elements of exhibit planning.
18. Describe typical procedures for billing groups and for conducting a post convention review.
19. Use correct business etiquette and adhere to professional standards of dress, hygiene and grooming.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.