Unit 5 Marketing in Travel and Tourism
Unit 5 Marketing in Travel and Tourism
Module Booklet
The focus of this unit is initially on marketing at a strategic level before moving on to the functional and operational aspects of marketing as the unit progresses. Learners will investigate the implications for marketing in today’s competitive and service-based sector and will have the opportunity to develop practical skills of marketing.
LO1 Understand the concepts and principles of marketing in the travel and tourism sector
1.1 discuss the core concepts of marketing for the travel and tourism sector
1.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector
1.4 analyse the principles of market segmentation and its uses inmarketing planning
LO2 Understand the role of marketing as a management tool in travel and tourism
2.1 analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination
2.2 discuss the relevance of marketing research and market information to managers in the travel and tourism sector
2.3 assess the influence of marketing on society
LO3 Understand the role of the marketing mix in the travel and tourism sector
3.1 discuss issues in the product, price and place elements of the marketing mix
3.2 assess the importance of service sector mix elements to the travel and tourism sector
3.3 apply the concept of the total tourism product to an individual tourism business or tourist destination
LO4 Be able to use the promotional mix in travel and tourism.
4.1 assess the integrated nature and role of the promotional mix
4.2 plan and justify an integrated promotional campaign for a travel and tourism business or destination
Core concepts: concepts eg marketing concept and orientation, customer needs, wants and demands, products (and services) and markets, value, customer satisfaction and the exchange process, changing emphasis of travel and tourism marketing
Marketing environment: micro environment eg the tourism organisation, suppliers, intermediaries, customers, competitors; macro environment eg demography, economy, society, technology, politics, culture, tourism systems and destinations
Consumer markets: factors eg tourist motivations and determinants, models of consumerbehaviour, consumer decision process, types of buyer behaviour, value-chain, customervalue and satisfaction
Market segmentation: principles eg segmentation, targeting and positioning, segmentationbases, geographic, psychographic, demographic, behavioural, life-cycle stage, income,gender, geo-demographic, integrated methods, simple multivariate, advance multivariate,multistage, tourist typologies
LO2 Understand the role of marketing as a management tool in travel and tourism
Strategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats(SWOT) analysis, the concept of the product life cycle (PLC)/tourist area life cycle (TALC),Boston Matrix, strategic and tactical objectives, Ansoff’s matrix, competitive advantage
Marketing research and market information: importance for eg travel and tourism managers,market information systems, defining the market, measuring current demand and tourismtrends, the marketing research process, forecasting and demand measurement
Marketing and society: influence on eg society, social responsibility and ethics, regulationsand public policy, the impact of marketing on society, consumerism, environmentalism, legalconsiderations, sustainability
LO3 Understand the role of the marketing mix in the travel and tourism sector
Role: key issues; importance of service sector
Marketing mix: product; price; place
Product: elements eg product features, advantages and benefits, tangible, intangible andservice elements, product classification, product mix and portfolio analysis, product life cycle,product development and formulation, individual tourism business product, total tourismproduct (TTP), product differentiation and branding
Pricing: elements eg role of price in the marketing mix, price setting considerations, costclassification, factors affecting pricing decisions, approaches to pricing, cost-plus pricing,break-even pricing, value-based pricing, pricing strategies
Place: elements eg distribution channels, location and access, principals and intermediaries,channel behaviour and the organisation, vertical marketing, channel objectives and strategy,physical distribution and logistics
Service sector mix elements: elements eg the nature and characteristics of services, internalmarketing, interactive marketing, service quality, people, partnerships, programming,packaging
LO4 Be able to use the promotional mix in travel and tourism
Promotional mix: nature and role eg public relations, selling, advertising and sales promotion,direct marketing, internet and online promotion, integrated communications, communicationchannels, promotional mix decisions, budgetary considerations, monitoring and evaluatingpromotions
Advertising and public relations: principles eg objectives, methods, reach, frequency, impact,creating copy, costs and budgeting, media planning, public relations activities and tools,limitations, evaluation, role of agencies
Sales promotion and personal selling: skills eg aims and objectives, reasons for growth ofsales promotion and merchandising, points of sale, methods of sales promotion used in traveland tourism, importance of travel and tourism brochures, personal selling functions
Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT
Unit:Marketing in travel and tourism
LECTURER: K.A Mayah
BTEC HND TTM Level 4 and 5
Kotler, P. John Bowen, James C. Makens (2014) Marketing for Hospitality and Tourism, 5 ed. Pearson: Harlow.
Kotler, P. (2012) Marketing Management, 2ed. Pearson: Harlow.
Kotler, P. and Armstrong, G. (2013) Principles of Marketing. London: Prentice Hall.
Middleton, V. et al (2009) Marketing in Travel and Tourism, 4 ed. Butterworth-Heinemann: Oxford.
Morrison, A. M. (2013) Marketing and Managing Tourism Destinations, Routledge: Abingdon.
Morrison, A. M (2010) Hospitality and travel marketing, Cengage Learning
Journals
Journal of Marketing - American Marketing Association
European journal of marketing
Online resources:
Thomas Cook Group: www.thomascook.com
Chartered Institute of Marketing (UK):www.cim.co.uk
BBC News: www.bbc.co.uk
Mintel: http://www.mintel.com
Teaching Ethos
The college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.
Methods of Delivery:
LECTURES:
These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.
SEMINARS:
These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.
CASE STUDIES:
An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework form another student and submitting it as your own work.Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Please read the instructions carefully while addressing the tasks specified.
Contribution: 100% of the module
Outline Details: Details enclosed in the assignment brief
This is an internally assessed unit.
TASK 1 to TASK 4: You are required to follow the instructions as specified towards each task and support evidence through the research conducted, mentioned above, using supportive materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case scenarios as specified towards each task:
Purpose of this assignment
This unit enables learners to understand the concepts, principles and role of marketing and the marketing mix, and gain skills to use the promotional mix in travel and tourism.
TASK 1(LO1. 1.1, 1.2 1.3 1.4 and M2, D1, D2)
Scenario
Some of you will, one day, create your own/run business in the Travel, Tourism and/or hospitality industry. Examples of these sectors are hotels, B&B, restaurants, tourist destination and travel agencies. But before you do so, you need to acquire experience in the Marketing department in the Travel and tourism industry. You work as an Assistant Marketing Manager for a Tour Operator Thomas cook. The management wishes to create a summer 2018 holidays to visit Morocco and Egypt. Your Manager has asked you to write a management reportassessing the following:
Address the case study above and answer the following
LO 1. Understand the concepts and principles of marketing in the travel and tourism sector
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses with in Thomas Cook Group and tourist destinations with reference to Morocco and Egypt
P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector
P1.4 analyse the principles of market segmentation and its uses in marketing planning at Thomas Cook Group.
TASK 2(2.1, 2.2 and 2.3 and M3, D1, D2)
You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. You have been asked to create a management report in relation to the summer 2018 holidays to Morocco and Egypt which addresses the following.
LO 2. Understand the role of marketing as a management tool in travel and tourism
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomas Cook) or tourist destination (either Morocco/Egypt).
P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to Thomas Cook Group.
P2.3 – Assess the influence of marketing on society.
TASK 3 (3.1, 3.2, 3.3 and M1, M2, D2)
Scenario
Thomas Cook is launching its summer 2018 holidays to Morocco and Egypt. You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. Your manager was to make a presentation to a group of travel and tourism students from UKCBC on the role of the marketing mix in travel and tourism sector. However, the manager is unable to make it due to illness and has not yet prepared the materials to be used for the presentation. Your manager has requested you to give an oral presentation to the students.You will need to prepare a pack which includes Power Points slides/presentation notes to be given to the students on the day of the presentation addressing the following:
LO 3. To understand the role of the marketing mix in the travel and tourism sector
P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt
P3.2-Assess the importance of service sector mix elements to the travel sector
P3.3 Apply the concept of the total tourism product to an individual tourism business such as Thomas Cook
Your assessor may provide an observation record to confirm whether this has been achieved.
TASK 4(4.1, 4.2 and M1, M3, D2 and D3)
Scenario
Thomas Cook will be launching its summer 2018 holidays promotional campaign to Morocco and Egypt. As an Assistant Marketing Manager you have been asked to produce a management report to assess the integrated nature and role of the promotional mix and plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays to Morocco and Egypt.Learners are expected to produce a professional poster for the promotional campaign as part of the evidence to be presented in a management report to a senior marketing manager at Thomas Cook.
Address the above case scenario for the purpose and answer the following:
LO4: Be able to use the promotional mix in travel and tourism
P4.1 Assess the integrated nature and role of the promotional mix
P4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays. Learners are expected to produce a poster for an integrated promotional campaign.
Assignment Guidelines:
Any act of plagiarism will be seriously dealt with according to the college’s and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Commonly use command words
Guidance in addition to the Pass criteria’s, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades.
Achievement Summary
The Following Sections to be completed by the assessor:
Module Booklet
| Qualification | Pearson BTEC (HND) Travel and Tourism Management |
| Unit 5 | Marketing in Travel and Tourism |
| QCF level | 4 |
| Unit code | R/601/1744 |
| Module type | Core |
| Credit value: | 15 |
| Block start date | 05 June 2017 |
| Issue date | 05 June 2017 |
| Assignment submission date | 13 August 2017 |
| Lectures and formative assessment | 10 Weeks |
| Guided learning hours | 60 |
| Module leader | Mr K.A Mayah |
Introduction
- Aim
Unit abstract
The aim of this unit is to develop learners’ understanding of the key concepts and principles of marketing as they apply to the travel and tourism sector. The unit aims to equip learners with the knowledge and understanding of the key factors affecting marketing environments and the role of marketing in different industries within the travel and tourism sector.The focus of this unit is initially on marketing at a strategic level before moving on to the functional and operational aspects of marketing as the unit progresses. Learners will investigate the implications for marketing in today’s competitive and service-based sector and will have the opportunity to develop practical skills of marketing.
Learning Outcomes and assessment criteria:
On successful completion of this unit a learner will:LO1 Understand the concepts and principles of marketing in the travel and tourism sector
1.1 discuss the core concepts of marketing for the travel and tourism sector
1.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector
1.4 analyse the principles of market segmentation and its uses inmarketing planning
LO2 Understand the role of marketing as a management tool in travel and tourism
2.1 analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination
2.2 discuss the relevance of marketing research and market information to managers in the travel and tourism sector
2.3 assess the influence of marketing on society
LO3 Understand the role of the marketing mix in the travel and tourism sector
3.1 discuss issues in the product, price and place elements of the marketing mix
3.2 assess the importance of service sector mix elements to the travel and tourism sector
3.3 apply the concept of the total tourism product to an individual tourism business or tourist destination
LO4 Be able to use the promotional mix in travel and tourism.
4.1 assess the integrated nature and role of the promotional mix
4.2 plan and justify an integrated promotional campaign for a travel and tourism business or destination
Unit content:
LO1 Understand the concepts and principles of marketing in the travel and tourismsectorCore concepts: concepts eg marketing concept and orientation, customer needs, wants and demands, products (and services) and markets, value, customer satisfaction and the exchange process, changing emphasis of travel and tourism marketing
Marketing environment: micro environment eg the tourism organisation, suppliers, intermediaries, customers, competitors; macro environment eg demography, economy, society, technology, politics, culture, tourism systems and destinations
Consumer markets: factors eg tourist motivations and determinants, models of consumerbehaviour, consumer decision process, types of buyer behaviour, value-chain, customervalue and satisfaction
Market segmentation: principles eg segmentation, targeting and positioning, segmentationbases, geographic, psychographic, demographic, behavioural, life-cycle stage, income,gender, geo-demographic, integrated methods, simple multivariate, advance multivariate,multistage, tourist typologies
LO2 Understand the role of marketing as a management tool in travel and tourism
Strategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats(SWOT) analysis, the concept of the product life cycle (PLC)/tourist area life cycle (TALC),Boston Matrix, strategic and tactical objectives, Ansoff’s matrix, competitive advantage
Marketing research and market information: importance for eg travel and tourism managers,market information systems, defining the market, measuring current demand and tourismtrends, the marketing research process, forecasting and demand measurement
Marketing and society: influence on eg society, social responsibility and ethics, regulationsand public policy, the impact of marketing on society, consumerism, environmentalism, legalconsiderations, sustainability
LO3 Understand the role of the marketing mix in the travel and tourism sector
Role: key issues; importance of service sector
Marketing mix: product; price; place
Product: elements eg product features, advantages and benefits, tangible, intangible andservice elements, product classification, product mix and portfolio analysis, product life cycle,product development and formulation, individual tourism business product, total tourismproduct (TTP), product differentiation and branding
Pricing: elements eg role of price in the marketing mix, price setting considerations, costclassification, factors affecting pricing decisions, approaches to pricing, cost-plus pricing,break-even pricing, value-based pricing, pricing strategies
Place: elements eg distribution channels, location and access, principals and intermediaries,channel behaviour and the organisation, vertical marketing, channel objectives and strategy,physical distribution and logistics
Service sector mix elements: elements eg the nature and characteristics of services, internalmarketing, interactive marketing, service quality, people, partnerships, programming,packaging
LO4 Be able to use the promotional mix in travel and tourism
Promotional mix: nature and role eg public relations, selling, advertising and sales promotion,direct marketing, internet and online promotion, integrated communications, communicationchannels, promotional mix decisions, budgetary considerations, monitoring and evaluatingpromotions
Advertising and public relations: principles eg objectives, methods, reach, frequency, impact,creating copy, costs and budgeting, media planning, public relations activities and tools,limitations, evaluation, role of agencies
Sales promotion and personal selling: skills eg aims and objectives, reasons for growth ofsales promotion and merchandising, points of sale, methods of sales promotion used in traveland tourism, importance of travel and tourism brochures, personal selling functions
Scheme of work
Awarding Body: Pearson BTECCourse: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT
Unit:Marketing in travel and tourism
LECTURER: K.A Mayah
| Week | Time | Lecture Schedule | Outcome of session | Activity/seminar and formative assessment | Resources |
| 1 | AM | Introduction to the course module. Introduction to Marketing principles, definitions of marketing. | Introduction to the module, introduction to Ed excel examination board, introduction to the assignment and assessment criteria. | Tasks and activities will be given to students. | Unit handbook. Assignment criteria sheet Hand outs of the activities |
| PM | Introduction to learning outcomes 1 Marketing environment: micro environment eg the tourism organisation, suppliers, intermediaries, customers, competitors; macro environment eg demography, economy, society, technology, politics, culture, tourism systems and destinations | Explore and discuss the Core concepts in Marketing: eg marketing concept and orientation, customer needs, wants anddemands, products (and services) and markets, value, customer satisfaction and the exchange process, changing emphasis of travel and tourism marketing | Lecture, seminars and groups work and discussion analyse case studies | Power point Hand outs Text materials Advertisements from travel newspapers and magazines Use of travel prospectuses | |
| 2 | AM | LO 1 Introduction to Consumer markets | Analyse different Consumer markets in the travel and tourism sectors: to explore various factors eg tourist motivations and determinants, models of consumer behaviour, consumer decision process, types of buyer behaviour, value-chain, customer value and satisfaction | Students to analyse prospectuses from travel agencies Group work Group presentations | Travel prospectuses and advertisement materials; whiteboard, IT- internet , google; ba.com; visit England; autratravel.com , etc |
| PM | To finalise the understanding of LO1 - Market segmentation: | To analyse and explore the Market segmentation: principles eg segmentation, targeting and positioning, segmentation bases, geographic, psychographic, demographic, behavioural, life-cycle stage, income, gender, geo-demographic, integrated methods, simple multivariate, advance multivariate, multistage, tourist typologies Review of task 1 | Explore travel newspapers and magazines | Travel supplements from Guardian, The Telegraph and Times newspapers, internet search | |
| 3 | AM | Introduction to LO2 Understand the role of marketing as a management tool in travel and tourism To understand the Strategic marketing planning | Strategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, The concept of the product life cycle (PLC)/tourist area life cycle (TALC), Boston Matrix, strategic and tactical objectives, Ansoff’s matrix, competitive advantage | Students will in groups crate a sample of market research plan for a tourism organisation | from Guardian, The Telegraph and Times newspaper Hand out Travel prospectuses |
| PM | LO 2 –Marketing research and market information | To be able to Understand Marketing research and market information: importance for eg travel and tourism managers, market information systems, defining the market, measuring current demand and tourism trends, the marketing research process, forecasting and demand measurement | Students will in groups create a sample of market research plan for a tourism organisation | Travel supplements from Guardian, The Telegraph and Times newspaper PPT Handout Travel prospectuses | |
| 4 | AM | LO 2 - Marketing and society: TASK 2 – working towards task 2 | To understand the Marketing and society: influence on eg society, social responsibility and ethics, regulations and public policy, the impact of marketing on society, consumerism, environmentalism, legal considerations, sustainability Review of task 2 | PPT Hand outs ICT Tate Modern literature review as a platform for study to the module’s assignment | |
| PM | Introduction to LO 3 Understand the role of the marketing mix in the travel and tourism sector To explore the Marketing mix: product; price; place Product: | Role: Key issues; Importance of service sector Marketing mix: product; price; place Product: elements eg product features, advantages and benefits, tangible, intangible and service elements, product classification, product mix and portfolio analysis, product life cycle, product development and formulation, individual tourism business product, total tourism product (TTP), product differentiation and branding | |||
| 5 | AM | LO3 To explore the Marketing mix: product; price; place Product: | Pricing: elements eg role of price in the marketing mix, price setting considerations, cost classification, factors affecting pricing decisions, approaches to pricing, cost-plus pricing, break-even pricing, value-based pricing, pricing strategies Place: elements eg distribution channels, location and access, principals and intermediaries, channel behaviour and the organisation, vertical marketing, channel objectives and strategy, physical distribution and logistics | Lecturers, workshops and activities | White board, PPT , hand-outs |
PM | LO 3 Understand the role of the marketing mix in the travel and tourism sector Case studies on Marketing mix: product; price; place Product: | Explore case studies and analyse PLC and price strategies Service sector mix elements: elements eg the nature and characteristics of services, internal marketing, interactive marketing, service quality, people, partnerships, programming, packaging. Engagement of self-experience with task 1 and task 3 | seminars | hand-outs | |
| 6 | AM | Introduction to LO 4 to Be able to use the promotional mix in travel and tourism Assess the integrated nature and role of the promotional mix | Promotional mix: nature and role eg public relations, selling, advertising and sales promotion, direct marketing, internet and online promotion, integrated communications, communication channels, promotional mix decisions, budgetary considerations, monitoring and evaluating promotions Advertising and public relations: principles eg objectives, methods, reach, frequency, impact, creating copy, costs and budgeting, media planning, public relations activities and tools,limitations, evaluation, role of agencies | Workshops, seminars, case study | Textbooks, hand-outs, assignment brief |
| PM | Oral Presentations | Workshops, seminars, Case studies addressing LO4 | Textbooks, hand-outs, assignment brief | ||
| 7 | AM | LO 4 to Be able to use the promotional mix in travel and tourism | Sales promotion and personal selling: skills eg aims and objectives, reasons for growth of sales promotion and merchandising, points of sale, methods of sales promotion used in travel and tourism, importance of travel and tourism brochures, personal selling function. Plan and justify an integrated promotional campaign fora travel and tourism business or destination | Workshops, seminars, Case studies addressing LO4 | Assignment , e-learning, internet, textbooks, hand-outs |
| PM | Oral Presentations | Oral presentations addressing LO3 | Assignment brief | ||
| 8 | AM | Assignment Support | To support students in the successful completion of task 1- 4 | Assignment brief | |
| 9 | Assignment Support | To support students in the successful completion of task 1- 4 | Assignment brief | ||
| 10 | Assignment Support and submission | Assignment submission |
Recommended text books:
Dales, G. (2010) BTEC HND Travel and Tourism, EdexcelBTEC HND TTM Level 4 and 5
Kotler, P. John Bowen, James C. Makens (2014) Marketing for Hospitality and Tourism, 5 ed. Pearson: Harlow.
Kotler, P. (2012) Marketing Management, 2ed. Pearson: Harlow.
Kotler, P. and Armstrong, G. (2013) Principles of Marketing. London: Prentice Hall.
Middleton, V. et al (2009) Marketing in Travel and Tourism, 4 ed. Butterworth-Heinemann: Oxford.
Morrison, A. M. (2013) Marketing and Managing Tourism Destinations, Routledge: Abingdon.
Morrison, A. M (2010) Hospitality and travel marketing, Cengage Learning
Journals
Journal of Marketing - American Marketing Association
European journal of marketing
Online resources:
Thomas Cook Group: www.thomascook.com
Chartered Institute of Marketing (UK):www.cim.co.uk
BBC News: www.bbc.co.uk
Mintel: http://www.mintel.com
Teaching and Learning Activities
The module tutor(s) will aim to combine lectures with seminars, workshops, group presentations and tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities, and discussion about the significant role of research in a global and local business environment.Teaching Ethos
The college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.
Methods of Delivery:
LECTURES:
These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.
SEMINARS:
These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.
CASE STUDIES:
An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework form another student and submitting it as your own work.Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Assessment:
The module will be assessed meeting all the LO as specified by the awarding body, Pearson BTEC.Please read the instructions carefully while addressing the tasks specified.
Contribution: 100% of the module
Outline Details: Details enclosed in the assignment brief
ASSIGNMENT BRIEF
| Unit Number and title | 5 Marketing in Travel and Tourism |
| Qualification | Pearson BTEC HND Travel and Tourism Management |
| QCF Level | 4 |
| Start Date | 05/06/2017 |
| Issue date | 05/06/2017 |
| Deadline/ Hand-in | 13/08/2017 (23:59) |
| Assessor |
TASK 1 to TASK 4: You are required to follow the instructions as specified towards each task and support evidence through the research conducted, mentioned above, using supportive materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case scenarios as specified towards each task:
Purpose of this assignment
This unit enables learners to understand the concepts, principles and role of marketing and the marketing mix, and gain skills to use the promotional mix in travel and tourism.
TASK 1(LO1. 1.1, 1.2 1.3 1.4 and M2, D1, D2)
Scenario
Some of you will, one day, create your own/run business in the Travel, Tourism and/or hospitality industry. Examples of these sectors are hotels, B&B, restaurants, tourist destination and travel agencies. But before you do so, you need to acquire experience in the Marketing department in the Travel and tourism industry. You work as an Assistant Marketing Manager for a Tour Operator Thomas cook. The management wishes to create a summer 2018 holidays to visit Morocco and Egypt. Your Manager has asked you to write a management reportassessing the following:
Address the case study above and answer the following
LO 1. Understand the concepts and principles of marketing in the travel and tourism sector
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses with in Thomas Cook Group and tourist destinations with reference to Morocco and Egypt
P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector
P1.4 analyse the principles of market segmentation and its uses in marketing planning at Thomas Cook Group.
TASK 2(2.1, 2.2 and 2.3 and M3, D1, D2)
You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. You have been asked to create a management report in relation to the summer 2018 holidays to Morocco and Egypt which addresses the following.
LO 2. Understand the role of marketing as a management tool in travel and tourism
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomas Cook) or tourist destination (either Morocco/Egypt).
P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to Thomas Cook Group.
P2.3 – Assess the influence of marketing on society.
TASK 3 (3.1, 3.2, 3.3 and M1, M2, D2)
Scenario
Thomas Cook is launching its summer 2018 holidays to Morocco and Egypt. You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. Your manager was to make a presentation to a group of travel and tourism students from UKCBC on the role of the marketing mix in travel and tourism sector. However, the manager is unable to make it due to illness and has not yet prepared the materials to be used for the presentation. Your manager has requested you to give an oral presentation to the students.You will need to prepare a pack which includes Power Points slides/presentation notes to be given to the students on the day of the presentation addressing the following:
LO 3. To understand the role of the marketing mix in the travel and tourism sector
P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt
P3.2-Assess the importance of service sector mix elements to the travel sector
P3.3 Apply the concept of the total tourism product to an individual tourism business such as Thomas Cook
Your assessor may provide an observation record to confirm whether this has been achieved.
TASK 4(4.1, 4.2 and M1, M3, D2 and D3)
Scenario
Thomas Cook will be launching its summer 2018 holidays promotional campaign to Morocco and Egypt. As an Assistant Marketing Manager you have been asked to produce a management report to assess the integrated nature and role of the promotional mix and plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays to Morocco and Egypt.Learners are expected to produce a professional poster for the promotional campaign as part of the evidence to be presented in a management report to a senior marketing manager at Thomas Cook.
Address the above case scenario for the purpose and answer the following:
LO4: Be able to use the promotional mix in travel and tourism
P4.1 Assess the integrated nature and role of the promotional mix
P4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays. Learners are expected to produce a poster for an integrated promotional campaign.
Assignment Guidelines:
- Produce evidence as specified for each task. Use a standard report structure where requested, Word-process the report and use Normal script of a proper font size 12. Complete the title page.
- It should be uploaded on E-Learning platform before the deadline. Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.
- Collusion and Plagiarism must be avoided.
- Start each answer on a new page and pages should be numbered. Highlight each question clearly.
- Your research should be referenced using the Harvard referencing system.
- In order to pass you need to address all the learning outcomes and associated assessment criteria for a pass.
- In order to get a merit you need to first pass and then address the characteristics of M1, M2,M3
- In order to get a Distinction you need to first pass, address all the merit characteristics and then address the characteristics of D1, D2 and D3.
Any act of plagiarism will be seriously dealt with according to the college’s and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Commonly use command words
| Analyse | These tasks require you to explore the different aspects of an issue, considering the relative significance of each. You would normally need to explore causal relationships, examining how an action will lead to a particular reaction. This type of task would not normally require you to make judgements, but rather to drill down into an issue, exploring relationships in depth. |
| Apply | Put into operation or use. Use relevant skills/knowledge/understanding appropriate to context. |
| Assess | This requires you to weigh up the positive and negative aspects of something. Alternatively, it might require you to explore the important and unimportant aspects of an argument. You should build these strands into a balanced argument before reaching a final balanced conclusion. |
| Compare | Identify similarities and differences between two or more factors |
| Critically analyse | This is a term you are unlikely to have seen before on your Level 3 or A level courses. This is when you have to explore the strengths and weaknesses of the ideas of a theorist or claims made by a professional body before reaching a final, balanced conclusion. You would normally begin by presenting the initial idea and arguments in favour of it, before introducing contradictory arguments. When you present the arguments, you should present their relative merits (e.g. their strengths and weaknesses) before summarising your arguments and reaching a final conclusion. |
| Discuss | Consider different aspects of a theme or topic, how they interrelate, and the extent to which they are important. |
| Evaluate | This type of question will require you to give an opinion on an issue, which you should support with relevant evidence. You should ensure that your response provides a balanced view of the issue, exploring points for and against your argument. This should lead to an overall conclusion where you summarise your main arguments and explain how you have come to your final decision. |
| Explain | To give an account of the purposes or reasons |
| Justify | Learners give reasons or evidence to: ● support an opinion ● prove something is right or reasonable. |
| Plan | Consider, set out and communicate what is to be done. |
| Assessment criteria for a pass | |||
| Learning Outcome | Assessment Criteria | In this assessment you will have the opportunity to present evidence that shows you are able to: | Task Number |
| LO 1: Understand the concepts and principles of marketing in the travel and tourism sector | 1.1 | Discuss the core concepts of marketing for the travel and tourism sector | 1 |
| 1.2 | Assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations | 1 | |
| 1.3 | Discuss the factors affecting consumer motivation and demand in the travel and tourism sector | 1 | |
| 1.4 | Analyse the principles of market segmentation and its uses in marketing planning | 1 | |
| LO2: Understand the role of marketing as a management tool in the travel and tourism | 2.1 | Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination | 2 |
| 2.2 | Discuss the relevance of marketing research and market information to managers in the travel and tourism sector | 2 | |
| 2.3 | Assess the influence of marketing on society | 2 | |
| LO3: Understand the role of the marketing mix in the travel and tourism sector | 3.1 | discuss issues in the product, price and place elements of the marketing mix | 3 |
| 3.2 | Assess the importance of service sector mix elements to the travel and tourism sector | 3 | |
| 3.3 | Apply the concept of the total tourism product to an individual tourism business or tourist destination | 3 | |
| LO 4: Be able to use the promotional mix in travel and tourism | 4.1 | Assess the integrated nature and role of the promotional mix | 4 |
| 4.2 | Plan and justify an integrated promotional campaign for a travel and tourism business or destination | 4 | |
| Outcomes/criteria: | Indicative characteristics | Contextualised Feedback |
| Merit grade Description: | Contextualisation | |
| M. Identify and apply strategies to find appropriate solutions. | . Effective judgments have been made. . An effective approach to study and research has been used. | To achieve M1 you will make effective judgementsin planning an integrated promotional campaign for Thomas Cook summer 2018 holidays (4.2)or in applying the concept of total tourism product to an individual business like Thomas Cook and show that an effective approach to the study and research has been used across your assignment. |
| M2. Select/ design and apply appropriate methods/ techniques. | A range of methods and techniques have been applied. | To achieve M2 you will use a range of methods and techniquesin any of P1.2, P1.4, P3.1, P3.2 and a range of sources of information used across the assignment. |
| . A range of sources of information used. | ||
| M3. Present and communicate appropriate findings. | . Appropriate structure has been used. . Logical and coherent arguments have been presented. . A range of methods of presentation has been used. | To achieve M3 you will present and communicate an integrated marketing campaign for Thomas Cook Summer 2018 holidays by designing a professional poster(4.2). Logical arguments will be presented in any of (P2.1, 2.2, 2.3) and a range of methods of presentation has been used across the assignment. |
| Distinction Grade Description: | ||
| D1. Use critical reflection to evaluate own work and justify valid conclusion. | . Synthesis has been used to generate and justify valid conclusions | Evidence of synthesis with valid conclusions and justify valid conclusions in analysing the principles of market segmentation and its uses in marketing planning and the importance of strategic marketing planning with reference to a tourism business such as Thomas Cook or a tourist destination such as Egypt/Morocco (Task 1P1.4, or Task P2.1). |
| D2. Take responsibility for managing and organizing activities. | .Autonomy/independence demonstrated . The importance of interdependence has been recognized. | To achieve D2 you will have demonstrated autonomy across your assignment, with effective independent research and met the deadlines to submit all the tasks and achieve the unit assessment criteria and interdependence with each learning outcome has been demonstrated. (Task 1, 2, 3 and 4) |
| D3. Demonstrate convergent, lateral and creative thinking | Ideas generate and decisions taken. Lateral thinking has been applied. Capacity for innovation and creative thought has been used. Receptiveness to new ideas has demonstrated. | Your work demonstrates new ideas or suggestions towards the assigned tasks and your research shows some creative thinking and receptiveness to new ideas in making your professional poster to look different and creative in planning and justification of the integrated promotional campaign for travel and tourism business such as Thomas cook with reference to the Summer 2018 holidays to Egypt and Morocco(4.2). |
| Evidence checklist | Summary of evidence required by student | Evidence presented |
| Task 1 | Written management report | |
| Task 2 | Written management report | |
| Task 3 | Observation record, PowerPoint slides/presentation notes | |
| Task 4 | Written management report, Poster Presentation |
The Following Sections to be completed by the assessor:
Qualification | HND Travel and Tourism Management | Assessor name | |||||
Unit Number and title | Unit 5: Marketing in Travel and Tourism | Student name | |||||
| Criteria Reference | To achieve the criteria the evidence must show that the student is able to: | Achieved? (tick) | |||||
| 1.1 | Discuss the core concepts of marketing for the travel and tourism sector | ||||||
| 1.2 | Assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations | ||||||
| 1.3 | Discuss the factors affecting consumer motivation and demand in the travel and tourism sector | ||||||
| 1.4 | Analyse the principles of market segmentation and its uses in marketing planning | ||||||
| 2.1 | Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination | ||||||
| 2.2 | Discuss the relevance of marketing research and market information to managers in the travel and tourism sector | ||||||
| 2.3 | Assess the influence of marketing on society | ||||||
| 3.1 | Discuss issues in the product, price and place elements of the marketing mix | ||||||
| 3.2 | Assess the importance of service sector mix elements to the travel and tourism sector | ||||||
| 3.3 | Apply the concept of the total tourism product to an individual tourism business or tourist destination | ||||||
| 4.1 | Assess the integrated nature and role of the promotional mix | ||||||
| 4.2 | Plan and justify an integrated promotional campaign for a travel and tourism business or destination | ||||||
| Higher Grade achievements (where applicable) | |||||||
Grade descriptor | Achieved? (tick) | Grade descriptor | Achieved? (tick) | ||||
| M1: Identify and apply strategies to find appropriate solutions | D1: Use critical reflection to evaluate own work and justify valid conclusions | ||||||
| M2: Select / design and apply appropriate methods / techniques | D2: Take responsibility for managing and organising activities | ||||||
| M3: Present and communicate appropriate findings | D3: Demonstrate convergent/lateral/creative thinking | ||||||
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