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CRAMLINGTON COMMUNITY HIGH SCHOOL CRAMLINGTON

VIEWS: 9 PAGES: 8

									CRAMLINGTON LEARNING VILLAGE

Department of Business, Enterprise and Tourism

BTEC First Diploma Travel & Tourism


Unit 5: Exploring Marketing in Travel and Tourism



Context:- Core Marketing for Thomas Cook and Hilton

Thomas Cook is a national travel agent with shops throughout the U.K and a website selling
their products and services.

Hilton Hotels is a multinational chain of hotels located in places such as Newcastle, London,
Paris, Madrid and Chicago. They also have a website which provides information on their
hotels and allows customers to buy their products and services.

In this unit you will be looking at how they use marketing to communicate with their customers
and try and attract new ones in order to make a profit. You have secured a job as a trainee
marketing advisor working for Core Marketing, they are specialists in tourism marketing and
will be training you up while working on the Thomas Cook and Hilton account.



Handed out: September 08
Deadline:   February 09

Assessor:- Miss Hall
Activity 1 – Marketing Principles and Objectives

Thomas Cook use target marketing and the marketing mix to achieve their marketing
objectives. Your first task as a trainee is to find out about these key marketing concepts and
how they are used by Thomas Cook. Your work should be in a report lasting no more than 800
words…

a) In your own words describe what marketing is and describe the different ways that Thomas
Cook can segment the market. Think about the following… age, lifestyle, income, hobbies and
interests, location and specific needs. (P1)

b) Summarise how Thomas Cook use each part of the marketing mix. Don’t forget to consider
product, price, promotion and place. (P1)

c) Thomas Cook will set the following marketing objectives, can you explain how Thomas Cook
use the marketing mix to achieve them? (M1)

Increase profits
Challenge competitors
Introduce new products
Target new customers
Retain existing customers
Increase brand awareness



What to hand in
800 word report on marketing principles and objectives



Success Criteria
P1 describe the principles of marketing used by travel and tourism organisations to meet
marketing objectives
M1 explain how the principles of marketing are used by travel and tourism organisation to meet
marketing objectives
Activity 2 – Products and Services

Thomas Cook and Hilton offer a range of products and services in their travel agents and
hotels and also online. You have been asked to create a presentation that will delivered to
your colleagues about what you think either organisation does to satisfy different customer
needs.


a) Describe what products and services Thomas Cook or Hilton offer to four of the following
types of tourist in order to satisfy their needs… (P2)

Business
Families
Groups of Friends
Disabled Travellers
Wealthy Travellers
Inbound Travellers



What to hand in
PowerPoint presentation

Success Criteria
P2 Describe how the products and services of one travel or tourism organisation are provided
to meet the needs of different types of customers
Activity 3 – Market Research

Thomas Cook carry out market research in order to find out information about their
customers and competitors. They want to find out what the competition is offering, what
customers think of them, what customers think of Thomas Cook and what they would like to
see Thomas Cook offer in terms of new products and services.

Core Marketing have been asked to carry out some market research for Thomas cook and you
have been asked to assist. The objectives for the market research are…

To   find information about travel market conditions
To   find out what customers want in a new Thomas Cook travel agents
To   find key information about their competitors
To   find out what people think of their competitors

You must…

Describe what the objectives are of the market research. Why are they important?
Design a customer questionnaire that will allow you to achieve the research objectives
Carry out your questionnaire asking 10 people
Show and describe your questionnaire results
Design a sheet which allows you to record information about the competition
Show and describe the results of the research into the competition
Using STAR UK – what key things are happening in the U.K. tourism market? (All of the above
P3)
Draw conclusions from your research in light of the research objectives. What should Thomas
Cook do based on your research? (D1)
On Power Point, show and describe the benefits and drawbacks to Thomas Cook of using these
three types of market research (M2)

What to hand in
Market Research report including research from questionnaire, competitor survey and STAR
UK
Document showing conclusions and recommendations for Thomas Cook
Powerpoint explaining benefits and drawbacks of each market research method

Success Criteria
P3 design and use market research in travel and tourism context to meet specific objectives
M2 explain the appropriateness of the market research for the selected travel or tourism
organisation
D1 draw conclusions from the results of market research and suggest changes to be made
Activity 4 – Promotional Methods and Materials

Thomas Cook use a range of promotional techniques and materials in their marketing. This
ranges from their shop windows to TV adverts and Web adverts. The next part of your
training will be to understand the different types of promotion available to organisations and
also to come up with a promotional campaign for Thomas Cook

In the first task you must produce an information poster which…

a)Shows and describes five methods that Thomas Cook use. For each describe the method
and then give examples of what products and services are promoted using this method. (P4)

As your final training task you will be tested on your creative skills. Thomas Cook have set you
a brief that has been described below…

b) Thomas Cook have asked you to design a promotional campaign for the launch of a new range
of luxury holidays with reduced rates for early bird bookers. This should include any two of
the following; a poster advert, mail shot, billboard or TV advert . (P5)

The boss of Core Marketing is very impressed with your work and to finish would like you to
evaluate your work in a 600 word report…

c) Using AIDA evaluate the effectiveness of your promotional materials in reaching the target
market. Suggest improvements that could be made. If you explain what is good and bad about
the materials attracting the target market you will achieve M3. If you critically evaluate your
materials and suggest improvements you will achieve D2.

What to hand in
Poster describing five promotional materials
Two part promotional campaign for Thomas Cook Luxury Holidays
AIDA evaluation of promotional campaign

Success Criteria
P4 Describe promotional techniques used by travel and tourism organisations to promote their
products and services
P5 produce a piece of promotional material suitable for use in a travel and tourism context
M2 analyse the effectiveness of a piece of promotional material appropriate to the needs of
the target market
D2 evaluate the effectiveness of promotional material in meeting the needs of the target
market and suggest improvements.
Grading and Assessment Sheet – Unit 5
Pass                              Page     Teacher   Merit Criteria                                Page     Teacher   Distinction                Page     Teacher
                                  number   mark                                                    number   mark                                 number   mark
P1 describe the principles of                        M1 explain how the principles of marketing
marketing used by                                    are used by travel and tourism organisation
travel and tourism                                   to meet marketing objectives
organisations to meet
marketing objectives

P2 describe how the products
and services of one travel or
tourism organisation are
provided to meet the needs of
different types of customers

P3 design and use market                             M2 explain the appropriateness of the                            D1 draw conclusions from
research in travel and tourism                       market                                                           the results of market
context to meet specific                             research for the selected travel or tourism                      research and suggest
objectives                                           organisation                                                     changes to be made

P4 describe promotional                              .
techniques used by travel
and tourism organisations to
promote their products and
services

P5 produce a piece of                                M3 analyse the effectiveness of a piece of                       D2 evaluate the
promotional material suitable                        promotional material appropriate to the                          effectiveness of
for use in a travel and tourism                      needs of the target market                                       promotional
context.                                                                                                              material in meeting the
                                                                                                                      needs of the target
                                                                                                                      market and suggest
                                                                                                                      improvements.




COMMENTS                                                                                                                 PASS        MERIT       DISTINCTION

								
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