Travel and Tourism Marketing - DOC by youmustknowme

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									                                             Travel and Tourism Marketing

Instructor: Rachel Kahly                                                               Planning Period:          2nd

Course Description
      This course introduces the student to the travel and tourism industry. This course
is based on the Business and Marketing Core that includes communication skills,
economics, human resource management, promotion, marketing-information management, and
selling. Instruction includes domestic and international travel, sales techniques,
transportation methods (road, water, air, rail), food and beverage marketing, and
destination marketing. Leadership development will be provided through DECA and real
world, authentic marketing applications.
      This course is designed to provide a foundation for students interested in a career
in travel, tourism, and recreation marketing. Emphasis is placed on the
hospitality/tourism industry, customer relations, travel destinations, tourism promotion,
economics, and career development. Skills in mathematics, psychology, geography, and
communications are reinforced in this course. Work-based learning strategies appropriate
for this course include cooperative education or paid/unpaid internships. Marketing
simulations, projects, teamwork, DECA leadership activities, meetings, conferences, and
competitions provide many opportunities for application of instructional competencies
      Get ready to learn about two of the most global and diverse businesses. These
industries apply to practically everyone the world over.

Topics Covered
Hospitality and Tourism Industry                          Economics
The Restaurant Business                                   The Hotel business
Destination Marketing                                     Entertainment Marketing
The Marketing Environment                                 Market Research
Careers in Hospitality and Tourism                        Advertising and Promotion
Marketing Hospitality and Tourism                         Junior Achievement

Course Objectives
1. Develop employability skills relative to the travel, tourism, and hospitality
2. Provide an understanding of the major factors that impact tourism
3. Develop effective communications and customer relation skills
4. Explain destinations and destination marketing
5. Analyze the impact of technology on the travel, tourism, and hospitality industry
6. Discuss the relationship between the segments of the travel, tourism, and hospitality
7. Describe the core principles of economics and marketing
8. Explain the decision process that customers use
9. Analyze market opportunities using research and analysis
10. Develop a marketing plan

(Kentucky Department of Education Travel and Tourism Marketing Program of Studies) Students will:
     use computers/electronic equipment whenever possible, utilize business software, appropriate web software and other kinds
        of technology to collect, organize, and communicate information and ideas.
     identify and describe the career opportunities, job responsibilities, and employment requirements in the travel and tourism
     describe the qualifications of a travel consultant and the services they provide.
     contrast the advantages of proprietorship, partnership or corporation as an organizational structure for a travel agency.
     describe the impact travel and tourism has on the local, state and national economy.
     identify the concept of marketing mix and marketing segmentation as it relates to the travel & tourism industry.
     describe the current trends in the travel & tourism industry.
     identify and describe major businesses found in travel & tourism.
     describe social, environmental, economic and business factors that impact travel & tourism.
     describe the types of products & services hotel & lodging facilities offer to the business travel market.
     describe the types of promotional strategies used in the travel & tourism industry.
     identify factors that impact the profit margin of different types of businesses in the travel & tourism industry.
January 2006                                                                     MARKETING EDUCATION 1
         outline the type of marketing research that should be conducted prior to developing a marketing plan for a selected hotel.
         identify trends in the use of technology in the travel & tourism industry.
         apply math and communication skills within the technical content.
         identify key web sites that provide up-to-date information.
         identify individual work habits/ethics (individual/team skills, confidentiality, problem solving, punctuality, self-discipline,
          communication skills) and explain their importance in the work place.
         research travel destinations exploring a variety of geographic locations and identify their cultural differences

Prerequisite                None                                                                                Grade Level 9-12

Course Materials
 Notebook
 Pencils

Grading Policy
Grades will not be given they will be earned. Your entire body of work will be
considered in assigning your grade, not only your tests, homework problems, papers, and
assignments, but the degree to which you were prepared everyday, completed the readings,
and participation in class. Again, class will be challenging, but I am confident that
you can all meet the demands, and in the process learn how to read, think, and write
            Exams (midterm and final) and Projects                60%
            Quizzes                                         20%
            Activities                                      10%
            Participation                                         10%

“A"               "B"             "C"            "D"               "F"
A+ 98-100         B+ 89-91        C+ 80-82       D+     71-73      F 0-64
A     95-97       B     86-88     C     77-79    D     68-70
A- 92-94          B- 83-85        C- 74-66       D-     65-67

Academic Integrity
Academic integrity is expected from all students. Claiming work as your own that is not
or work that is copied or very closely paraphrased WITHOUT attribution to its source is
marked as “0.” This means no cutting and pasting. Using crib notes is also a violation
of this policy and will result in a “0” for the assignment.

Late/Missed Assignments
Students will be responsible for getting their assignments.                                    If an assignment is late 10
% will be deducted for each day late.

Entering the Classroom
Students are to get their materials, sit down, and begin working on the assigned activity
written on the board. When they have finished the activity, they may work on the
assignment from the previous day until class begins.

The school tardiness policy will be followed. When a student is tardy to class, they are
to get their materials and sit down. They should not interrupt class! It is the
responsibility of the student to get missed information obtained from another student at
the end of class.

Ending Class
Students must continue to work until asked to log off the computer and put up materials.
They should then return to their seat and relax until the dismissal bell.

January 2006                                                                           MARKETING EDUCATION 2
                                     Classroom Expectations
                     Exhibit Safety
                         Respect the space of others
                         Respect for property
                         Keep hands and feet to self
                     Always be Respectful
                         Treat all staff members with respect
                         Express yourself at appropriate times
                         Use acceptable language and voice
                     Stay on Task
                         Listen and follow directions
                         Participate in class activities
                         Use time effectively and ask for help when needed
                     Take Responsibility
                         Be in assigned location on time
                         Have materials
                         Accept consequences

Additional course specific rules:
    Food, drinks, etc. must be kept in the designated area by the door. If all
      students do not follow this, this privilege will be revoked.
    Acceptable Use Policy must be strictly adhered to. Failure to do so could mean
      loss of computer privileges and class failure.
    One student may use the bathroom at a time. Frequent usage may result in loss of

All school policies and discipline actions will be followed. Additional consequences for
course rules are listed below:
    1st Offense – student will receive a verbal warning.
    2nd Offense – performance review
    3rd Offense – parent call
    4th Offense – loss of privileges
    5th and above: Administrative actions
*In severe instances the student will immediately be sent to the office.
**The discipline plan may be modified as needed and students will be notified when
changes are made.

               I understand and agree to follow the preceding Principles of Marketing and
               Behavior Syllabus.

               Student Signature                               Date

               Guardian Signature                                     Date

Course Outline – subject to change
Week 1     Introduction
           Marketing Basics
Week 2     Chapter 1 and 2
           The hospitality and Tourism Business
           Economic impact of tourism
Week 3     Chapter 3
January 2006                                               MARKETING EDUCATION 3
               The Restaurant Business
Week 4         Chapter 4
               The Hotel Business
Week 5         Chapter 5
               The Tourism Business
               Customer and employee relations
Week 6         Chapter 6
               Destination Marketing
Week 7         Chapter 7
               Sports and Entertainment Marketing
Week 8         Chapter 8
               The marketing Environment
Week 9         Chapter 9
               Market Research
Week 10        Chapter 10
               Designing Products
Week 11        Chapter 11
               Pricing Products
Week 12        Chapter 12
               Distribution and geography
Week 13        Chapter 13
               Promotions and Advertising
Week 14        Marketing Plan
Week 15        Chapter 15 and 16
               Careers in Hospitality and Tourism
Week 16        Review

January 2006                                        MARKETING EDUCATION 4

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