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      Convention Management and Service

      Convention Management and Service

      Eighth Edition

      00478CIN08ENGE

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      This textbook provides readers with the most current and comprehensive coverage of the convention industry, with an in-depth look at conventions and meetings marketing, how to successfully sell to groups, and how to service their business after the sale.

      The eighth edition offers expanded coverage of key industry trends, including the greening of meetings, new technology applications, social media, and the popularity of second-tier cities. There is an increased global perspective with international examples from Canada, Asia, and Europe; new special interest boxes featuring boutique hotels, positioning of conference centers, meeting rooms of the future, and a day in the life of a convention service manager; as well as new charts, graphs, interviews, examples, and Internet exercises to give readers insight into situations they will encounter on the job.

      Milton T. Astroff, Marketing Consultant
      James R. Abbey, CHA, Ph.D., University of Nevada, Las Vegas
      ©2011; 18 chapters, Softbound
      ISBN 978-0-86612-356-3

      Please note:

      Attention Instructors:

      This title is distributed in the United States by Pearson Higher Education.  For additional instructor information or to place an order, please visit Pearson's website.

      To find your Pearson customer service representative, visit http://www.pearsonhighered.com/replocator/.

      Table of Contents

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

      Syllabus

      Prerequisites: None

      Course Description: Defines the scope and segmentation of the convention and group business market, describes marketing and sales strategies to attract markets with specific needs, and explains techniques to meet those needs as part of meeting and convention service.

      Objectives: At the completion of this course, students should 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 guestrooms 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 uses. 
      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.

      Group Teaching Guidelines: This course is designed with 18 chapter sessions that can be combined or broken down to meet a variety of scheduling needs. Class activities are included in the Instructor's Guide.

      Evaluation: The student must complete a comprehensive final examination.

      Learning Resource: Convention Management and Service, Eighth Edition, by Milton T. Astroff and James R. Abbey

      Presentation Files

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

      Related Items

      Course Exam Scan Sheet
      Course Exam Scan Sheet