Course Code: HRM 174

Course Code: HRM 151/TOU052

Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

Lesson title: Introduction to Database Concepts Materials:

Lesson Objectives: Student Activity Sheet
At the end of this module, I should be able to:
1. Discuss the different database functions. References:
2. Design a database based on user requirements using a widely used Teacher’s Guide
modeling notation.

Productivity Tip:

Excellence is the unlimited ability to improve the quality of what you have to offer. - Rick Pitino

A. LESSON PREVIEW/REVIEW
1) Introduction (2 mins)

Databases are playing an ever increasingly

important role in the information age. In the hospitality
industry, their effective usage can help every department
better manage assets, expenses, and sales.

Customer Relationship Management (CRM)

is an important evolution of databases.

2) Activity 1: What I Know Chart, part 1 (3 mins)

Provide your answers in the “What I know” column. Questions under the “What I Learned” column will be
answered once the content notes are already discussed.
What I Know Questions: What I Learned (Activity 4)

Database Basics

Database Management Systems

Database Application Programs

Database Usage Analysis

Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

B. MAIN LESSON
1) Activity 2: Content Notes (13 mins)

What is Database?

Today, hospitality organizations take advantage of the structural benefits provided by databases. A database is an
organized, centralized collection of data serving applications. Databases are a key element of most mission-critical
applications and represent the most common type of back-end software in client/server (C/S) systems. A property’s
databases store data on such things as its transactions, products, employees, guests and assets. Such databases must be
efficiently organized and easy to access. They must also provide data integrity and ensure the reliability of stored data.

Database Basics

From check-in, to food purchasing, to targeting customers, effective and efficient management of large quantities
of data requires a database. You might keep a folder or notebook with different pages containing information. These
papers have no apparent structure potentially linking them. When looking for specifics, you must go through each piece
and extract it. In other words, they stand alone.

 Flat file databases are usually text files that have no structured interrelationship. This type database are paper
records or non-interrelated computer systems. Thus it encounters difficulties with management.

For example:

 Relational databases are organized data in

tables consisting of rows (or record). This form
of organization allows flexible data organization
and access and use of the Structured Query
Language (SQL). The database is a single,
possibly large repository of data that can be used
simultaneously by many departments and users.
Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

Primary key (PK) and foreign key (FK)

A primary key is a field in a table which uniquely

identifies the each row/record in a database table. Primary
keys must contain unique values. A primary key column
cannot have NULL values. A table always has a primary
key.

A foreign key is a key used to link two tables together. This is sometimes called a referencing key. Primary key
field from one table and insert it into the other table where it becomes a foreign key i.e. Foreign Key is a column or a
combination of columns whose values match a Primary Key in a different table.

The relationship between 2 tables matches the Primary Key in one of the

tables with a Foreign Key in the second table.

Table: Customers Table: Orders

Primary key: CustomerID ➔ Foreign key: CustomerID

Table: Orders Table: Order Details

Primary key: OrderID ➔ Foreign key: OrderID

Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

The Database Management System (DBMS)

A Database Management System (DBMS) is that software that manages and controls access to the database. It
is a software system that enables users to define, create, maintain, and control access to the database.

A DBMS provides the following facilities:

 The Data Definition Language (DDL) allows users to specify the data types and structures and the constraints on
the data to be stored in the database.

 The Data Manipulation Language (DML) allows users to insert, update, delete, and retrieve data from the database.

 Structured Query Language (SQL) is the most common query language, alleviates the problems with file-based
systems where the user has to work with a fixed set of queries or there is a proliferation of programs, giving major
software management problems. SQL is now both the formal and de facto standard language for relational DBMSs.

It provides controlled access to the database. For example, it may provide:

 a security system, which prevents unauthorized users accessing the database;

 an integrity system, which maintains the consistency of stored data;

 a concurrency control system, which allows shared access of the database;

 a , which restores the database to a previous consistent state following a hardware or software failure;

 a user-accessible catalogue, which contains descriptions of the data in the database.

(Database) Application Programs

Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

An application program is a computer program

that interacts with the database by issuing an appropriate
request (typically an SQL statement) to the DBMS. Users
interact with the database through a number of application
programs that are used to create and maintain the database
and to generate information. These programs can be
conventional batch applications or, more typically
nowadays, they will be online applications. The
application programs may be written in some
programming language or in some higher-level fourth-
generation language.

The figure shows the Sales and Contracts Departments using

their application programs to access the database through the DBMS.
Each set of departmental application programs handles data entry, data
maintenance, and the generation of reports.

Database Administration Tools

1. Oracle

2. Microsoft SQL Server

3. MySQL

4. Microsoft Access

5. OpenOffice.org Base

6. PostgreSQL
Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

CONCEPTS DATABASE CONCEPTS:

Data Extraction - Structured Query Language (SQL) MICROSOFT ACCESS

Data Manipulation is the process of taking data and manipulating it in a

method to be easier read or organized.
Data is Automatically Recorded
Data Integrity - A term used to describe when data or computer files are kept
clean and reliable without being erased or mistakenly changed. Design View - Structural Changes

File Locks - File locking is a mechanism that restricts access to a computer file One-to-Many Relationship
by allowing only one user or process access at any specific time. Systems Referential Integrity
implement locking to prevent the classic interceding update scenario. File
locking prevents this problem by enforcing the serialization of update processes Form
to any given file.
Query

Report
Storage
Macro and Modules
Database Server - Single computer that runs the database application and in
most cases also store the database information Web (Pages)

Distributed Databases - To ensure availability and reliability Wizard

Database applications are executed on multiple applications.

Information is kept updated through a process of either replication or
duplication.

Data Warehousing - Data mart

Objectives of Database

 Store tremendous amounts of data.

 Be able to retrieve and process data.

 Simplify data entry (Linking Table).

 Reduce data redundancy.

Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

Database Usage Analysis

 Profile - is created when companies invest with large amounts of data that could lead to future profit and make use of marketing
initiatives to help target data for a sales campaign.

 Data Mining - is analysis of data for potential relationships. Most data mining is statistical and can involve model formation as
follows: Profiling, Clustering, and Cluster Mapping. Clustering and cluster mapping involve the plotting and mapping of data with like
attributes. Analytics also include predictive analytics, which looks at your data to predict future events, and social media analytics,
which looks at social media for behavioral analysis.

 Online Analytical Processing (OLAP) - is a computing method that enables users to easily and selectively extract and query data in
order to analyze it from different points of view. OLAP business intelligence queries often aid in trends analysis, financial reporting,
sales forecasting, budgeting and other planning purposes.

 Pre-Emptive Measures: Trigger - A trigger in database terms is something that sets off another event. E.g. an email would be sent to
the sales manager stating that the customer is a loyal customer whose time between stay has lapsed and should be contacted.

Customer Relationship Management (CRM) is defined as “ a comprehensive proves in which a company fundamentally
improves the quality of interaction with its customers and prospects through the use of relevant, timely, and actionable information
resulting in improved profitability.” (Carlson Marketing Group 2001).

CRM in operations PARADIGM SHIFT

CRM is a process, mindset, and philosophy. CRM initiative must

include the following:

From To
o All customer touch points (PMS, POS, CRS, etc.) must be engaged.
Mass Market Mass Customization
o All staff must be trained on its importance and gather data when possible.
Product Focus Customer Focus

o Access must be given to this data when and where appropriate. Brand Loyalty No Loyalty

o Staff must be empowered to “react” to data. Satisfaction = Repeat Satisfaction = Repeat

o The data must be centralized or ware housed at a minimum.

CRM in Sales

One of the most popular CRM solutions - customization is needed for many types of guests and is quickly becoming a
“must do” for properties wishing to stay competitive. Cloud based – scalable and reduce the total cost of
ownership.Instantly deploying without a long period of designing the application.
Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

2) Activity 3: Skill-building Activities (20 mins)

Exercise 1. Analyze and identify the correct answer to the following questions.

1. It is a field in a table which uniquely identifies the each row/record in a database table.

2. It is the process of taking data and manipulating it in a method to be easier read or organized.

3. It is a software that manages and controls access to the database.

4. A comprehensive proves in which a company fundamentally improves the quality of interaction

with its customers and prospects through the use of relevant, timely, and actionable information
resulting in improved profitability.

5. A term used to describe when data or computer files are kept clean and reliable.

6. It is a mechanism that restricts access to a computer file by allowing only one user or process
access at any specific time.

7. A key used to link two tables together.

8. It is created when companies invest with large amounts of data that could lead to future profit and
make use of marketing initiatives to help target data for a sales campaign.

9. Single computer that runs the database application and in most cases also stores the database
information.

10. It is a computing method that enables users to easily and selectively extract and query data in
order to analyze it from different points of view.

3) Activity 4: What I Know Chart, part 2 (2 mins)

It’s time to answer the questions in the What I Know chart in Activity 1. Log in your answers in the table.
4) Activity 5: Check for Understanding (5 mins)
What is the crucial role of a database to a hospitality industry?
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

C. LESSON WRAP-UP
1) Activity 6: Thinking about Learning (5 mins)
Congratulations for finishing this module! Shade the number of the module that you finished.

My Work Tracker: You are done with the session! Let’s track your progress:
P1 P2 P3
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

You are here!

Did you have challenges learning the concepts in this module? If none, which parts of the module helped you learn the
concepts?__________________________________________________________________________________________
__________________________________________________________________________________________________

Some question/s I want to ask my teacher about this module is/are: ____________________________________________
__________________________________________________________________________________________________

FAQs

1. How important is a Primary Key for a database?

A Primary Key uniquely identifies a record in the relational database table, thus it is important to tables because
it contains unique values.

2. How does a database ensure reliability of stored data?

The database has a unique property of storing data. All its transactions, products, employees, guests, and assets is
efficiently organized and easy to access that ensures reliability of the stored data.
Course Code: HRM 174
Course Code: HRM 151/TOU052
Course Title: Applied Business
Tools and Technologies
SAS - Module # 16
Name: _____________________________________________________________ Class number: _______
Section: ____________ Schedule: ______________________________________ Date: _______________

KEY TO CORRECTIONS
Exercise 1. Analyze and identify the correct answer to the following questions.

1. It is a field in a table which uniquely identifies the each rows/records in a database

table. PRIMARY KEY

2. It is the process of taking data and manipulating it in a method to be easier read or

organized. DATA MANIPULATION

3. It is a software that manages and controls access to the database.

DATABASE MANAGEMENT SYSTEM

4. A comprehensive proves in which a company fundamentally improves the quality

of interaction with its customers and prospects through the use of relevant, timely,
and actionable information resulting in improved profitability.
CUSTOMER MANAGEMENT SYSTEM

5. A term used to describe when data or computer files are kept clean and reliable.
DATA INTEGRITY

6. It is a mechanism that restricts access to a computer file by allowing only one user
or process access at any specific time. FILE LOCKS/FILE LOCKING

7. A key used to link two tables together. FOREIGN KEY

8. It is created when companies invest with large amounts of data that could lead to
future profit and make use of marketing initiatives to help target data for a sales
campaign. PROFILE

9. Single computer that runs the database application and in most cases also store the
database information. DATABASE SERVER

10. It is a computing method that enables users to easily and selectively extract and
query data in order to analyze it from different points of view.
ONLINE ANALYTICAL PROCESSING (OLAP)