Applying Marketing Principles in Travel and Tourism

Transcription

1 Higher National Unit Specification General information for centres Applying Marketing Principles in Travel and Tourism Unit code: DK0E 34 Unit purpose: This Unit is designed to provide the candidate with an introduction to the principles of marketing as a management discipline, and to their application within the context of the travel and tourism industry. It focuses strongly on the way in which the particular nature of the tourism product impacts on the marketing activities of travel and tourism businesses. Candidates will investigate the dynamic nature of the travel and tourism industry and consider methods that can be used to understand and identify existing and potential customers. This will include a study of consumer motivation and market segmentation as well as identification of the factors which influence demand for the travel and tourism product. Although designed with a clear emphasis on the travel and tourism sector, the Unit could also be applied to service orientated sectors such as hospitality. On completion of this Unit, the candidate will be able to: 1. Define the meaning of marketing and analyse its significance for businesses in travel and tourism. 2. Explain the methods used to identify and understand customers in travel and tourism. 3. Explain and apply the concept of the marketing mix in travel and tourism. Credit points and level: 1 HN Credit at SCQF level 7: (8 SCQF credit points at SCQF 7*) * SCQF credit points are used to allocate credit to qualifications in the Scottish Credit and Qualifications framework (SCQF). Each qualification in the framework is allocated a number of SCQF credit points at an SCQF level. There are 12 SCQF levels, ranging from Access 1 to Doctorates. Recommended prior knowledge and skills: Whilst no prior knowledge of marketing is assumed, it would be beneficial if the candidate had completed the following Units: (D447 13): Marketing in Travel and Tourism: an Introduction (D444 12): The Structure of the Travel and Tourism Industry. Core skills: There may be opportunities to gather evidence toward core skills within this Unit, although there is no automatic certification of core skills or core skills components in this Unit. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 1

2 General information for centres (cont) Context for delivery: If this Unit is delivered as part of a group award, it is recommended that it should be taught and assessed within the subject area of the group award to which it contributes. Assessment: A holistic approach to assessment is recommended as this best reflects real life situations and affords candidates the opportunity to demonstrate their grasp of the total concept of marketing. Projects and the use of case studies of travel and tourism businesses and events are suggested in order to facilitate the application of the principles and techniques of marketing. Where possible candidates should be encouraged to gather resources by themselves as this will bring them into contact with the industry and will ensure that the materials they are using are always up-do-date. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 2

3 Higher National Unit specification: statement of standards Applying Marketing Principles in Travel and Tourism Unit code: DK0E 34 The sections of the Unit stating the Outcomes, knowledge and/or skills, and evidence requirements are mandatory. Where evidence for Outcomes is assessed on a sample basis, the whole of the content listed in the knowledge and/or skills section must be taught and available for assessment. Candidates should not know in advance the items on which they will be assessed and different items should be sampled on each assessment occasion. Outcome 1 Define the meaning of marketing and analyse its significance for businesses in travel and tourism. Knowledge and/or skills A working definition of the term marketing The benefits of marketing The special nature of the travel and tourism product (perishability, intangibility, heterogeneity, inseparability, seasonality) and its impact on marketing practices Factors influencing demand for travel and tourism The importance of adopting a marketing orientation for travel and tourism businesses Evidence requirements Each candidate must provide a report which for Outcome 1 will cover the following: An explanation of what marketing is. A description of the benefits of adopting a marketing orientation for the travel and tourism businesses under investigation. Proof of the extent of the adoption of the marketing orientation with these businesses. Evidence of the impacts of perishability, intangibility, heterogeneity, inseparability and seasonality on marketing practices within these businesses. Evidence of the factors which are currently influencing levels of demand for the travel and tourism product in the area. The investigative elements may be carried out in groups but each candidate must produce an individual report detailing the findings of the investigation. In order to ensure authenticity, the writing up of the report should be done under supervision in class. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 3

4 Higher National Unit specification: statement of standards (cont) Applying marketing principles in Travel and Tourism Definitions of marketing used must be appropriate to the special nature of the travel and tourism product. The benefits of adopting a marketing orientation must be accurate and appropriate to the business in question. All evidence offered must be pertinent and verifiable. Assessment guidelines A case study will form the basis of one integrated instrument of assessment which will cover all three Outcomes. The case study should be based on travel and tourism businesses in the local area of the centre so that candidates will be able to carry out research and gather resources to facilitate the completion of the assessment. In order to achieve Outcome 1, candidates will be required to explain what marketing is and outline the possible benefits to travel and tourism businesses in the area under investigation. Candidates must then investigate the extent of the adoption of a marketing orientation within travel and tourism businesses within their own area. To assess this, it will be necessary to investigate the marketing practices adopted (or not) by businesses in the area and report on findings (e.g. do businesses conduct research to find out what the customer wants? Do they use secondary data provided by VisitScotland or their local Area Tourist Board? Are they actively involved in programmes such as Welcome Host and Scotland s Best? Do businesses have a product orientation rather than a marketing orientation?). Evidence of the impacts of perishability, intangibility, heterogeneity, inseparability and seasonality on marketing practices should also be described. Finally the factors which are currently influencing levels of demand for the travel and tourism product in the area should be investigated. Outcome 2 Explain the methods used to identify and understand customers in travel and tourism. Knowledge and/or skills Identify the role and sources of marketing information in travel and tourism businesses Explain the methods used to study consumer behaviour Explain the meaning and application of market segmentation Evidence requirements Candidates should continue the report started in Outcome 1, covering the following for Outcome 2: An explanation of the importance of good quality information to facilitate the marketing process Identification of the types of information which might be useful to the travel and tourism businesses under investigation Identification of the possible sources of this information Identification of current markets targeted by the businesses Suggestions of possible new market segments to be targeted HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 4

5 Higher National Unit specification: statement of standards (cont) Applying marketing principles in Travel and Tourism Explanations of possible methods businesses might use to enhance their understanding of their customers Responses should be accurate and reflect best practice. Suggestions for new target markets should be justified. The investigative elements may be carried out in groups but each candidate must produce an individual report detailing the findings of the investigation. In order to ensure authenticity, the writing up of the report should be done under supervision. Assessment guidelines In order to achieve Outcome 2, candidates will be required to explain the importance of good quality information in supporting effective marketing. They will then be required to identify the sources of information which could be used for marketing purposes and outline what this information might be used for. Candidates must investigate which market segments the travel and tourism businesses are currently targeting before suggesting possible additional segments worth including. Justifications for these suggestions must be given. Finally, candidates should be asked to describe the methods which can be used to enhance the understanding of consumer behaviour. Outcome 3 Explain and apply the concept of the marketing mix in travel and tourism. Knowledge and/or skills What the elements of the marketing mix are How the elements of the marketing mix interact The components of the tourism product The product life-cycle An explanation of what distribution means in the travel and tourism context Channels of distribution commonly used in travel and tourism Factors which must be taken into account when setting prices Methods of promotion used in travel and tourism (advertising, public relations, sales promotion) Evidence requirements Candidates should continue the report started in Outcome 1, covering the following to achieve Outcome 3: an explanation of what the marketing mix is and how the elements of the marketing mix must balance and complement each other. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 5

6 Higher National Unit specification: statement of standards (cont) Applying Marketing Principles in Travel and Tourism a description of the elements of the marketing mix offered by the travel and tourism businesses included in the case study.* suggestions as to changes which could be made to the existing marketing mix in order to improve business. an explanation of the product life-cycle and demonstration of which stage in the life-cycle the product on offer is at. *This should be a comprehensive description of the product on offer, the channels of distribution being used, the pricing strategies in operation and the promotional techniques being used (including advertising, PR and sales promotion). Examples of promotional materials covering advertisements, press cuttings and sales promotion offers should be included. All explanations should be accurate and backed up by relevant examples from the case study. Suggestions relating to changes in the marketing mix must be based on sound marketing principles. Assessment guidelines In order to achieve Outcome 3, candidates will be required to explain what the marketing mix is and how each element interacts with the other. They will then be asked to put this theory into practice by describing the marketing mix within the businesses in the case study. This will involve them visiting the businesses in question in order to see the product first hand and investigate what channels of distribution are used, what prices are being charged and what promotional activities are being undertaken. This visit will also provide the opportunity for candidates to gather samples of promotional leaflets, brochures etc. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 6

7 Administrative Information Unit code: DK0E 34 Superclass category: Applying Marketing Principles in Travel and Tourism BA Date of publication: August 2004 Version: 01 Source: SQA Scottish Qualifications Authority 2004 This publication may be reproduced in whole or in part for educational purposes provided that no profit is derived from reproduction and that, if reproduced in part, the source is acknowledged. SQA acknowledges the valuable contribution that Scotland s colleges have made to the development of Higher National qualifications. Additional copies of this Unit specification can be purchased from the Scottish Qualifications Authority. Please contact the Customer Contact Centre for further details, telephone HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 7

8 Higher National Unit specification: support notes Applying Marketing Principles in Travel and Tourism This part of the Unit specification is offered as guidance. The support notes are not mandatory. While the exact time allocated to this Unit is at the discretion of the centre, the notional design length is 40 hours. Guidance on the content and context for this Unit This Unit aims to provide the candidate with an introduction to the principles of marketing as a management discipline, and to their application within the context of the travel and tourism industry. It focuses on the way in which the particular nature of the tourism product impacts on the marketing activities of travel and tourism businesses. Possible business orientations are explored and the benefits of adopting a marketing orientation with travel and tourism businesses discussed. Candidates are asked to consider methods that can be used to understand and identify existing and potential customers. This includes a study of consumer behaviour and market segmentation as well as the identification of the factors which influence demand for the travel and tourism product. One of the principal tools of marketing is the concept of the marketing mix. This concept is introduced to the candidates and is explored within the travel and tourism context. The importance of blending the elements is stressed in order to ensure consistent marketing decisions. Guidance on the delivery and assessment of this Unit This Unit is designed to introduce candidates to the main theories and activities associated with marketing in travel and tourism as well as provide the basis for progression to Unit xxxx xx Marketing Planning in Travel and Tourism. Although introductory in nature, however, delivery should avoid focusing too heavily on the theory alone and try to introduce practical applications within the travel and tourism context which will allow the candidate to develop a sense of the key issues in marketing in travel and tourism. Candidate-centred investigation should therefore be used to facilitate the candidate s participation in the discovery, collection, evaluation and organisation of materials pertinent to the issues covered. The report should be submitted in stages so that candidate progress can be monitored and errors corrected before progressing to the next stage. Open learning This Unit is well suited to delivery by open learning. Materials could be developed in the traditional paper based way, or online, incorporating interactive activities and links to industry websites. Candidate progress could be monitored through tutor marked assignments. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 8

9 Higher National Unit specification: support notes (cont) Applying Marketing Principles in Travel and Tourism Candidates with additional support needs This Unit specification is intended to ensure that there are no artificial barriers to learning or assessment. The additional support needs of individual candidates should be taken into account when planning learning experiences, selecting assessment instruments or considering alternative Outcomes for Units. For information on these, please refer to the SQA document Guidance on Special Assessment Arrangements for Candidates with Additional Support Needs (BA 2399, SQA, due 2004). HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 9

10 General information for candidates Applying Marketing Principles in Travel and Tourism This Unit aims to provide you with an introduction to the principles of marketing as a management discipline, and to their application within the context of the travel and tourism industry. It focuses on the way in which the particular nature of the tourism product impacts on the marketing activities of travel and tourism businesses. Possible business orientations are explored and the benefits of adopting a marketing orientation with travel and tourism businesses discussed. You are asked to consider methods that can be used to understand and identify existing and potential customers. This includes a study of consumer behaviour and market segmentation as well as the identification of the factors which influence demand for the travel and tourism product. One of the principal tools of marketing is the concept of the marketing mix. This concept is introduced and is explored within the travel and tourism context. The importance of blending the elements is stressed in order to ensure consistent marketing decisions. You will be assessed in all of these aspects by projects and the use of case studies. HN Unit (DK0E 34): Applying Marketing Principles in Travel and Tourism 10