CURRICULUM FOR HOSPITALITY AND TOURISM MARKETING GRADES 9-12

Transcription

1 CURRICULUM FOR HOSPITALITY AND TOURISM MARKETING GRADES 9-12

2 This curriculum is part of the Educational Program of Studies of the Rahway Public Schools. ACKNOWLEDGMENTS Frank G. Mauriello, Interim Assistant Superintendent for Curriculum & Instruction The Board acknowledges the following who contributed to the preparation of this curriculum. Paul Yacyk Christine H. Salcito, Interim Superintendent of Schools Subject/Course Title: Date of Board Adoptions: Hospitality & Tourism Marketing May 19, 2015 Grade 9-12

3 RAHWAY PUBLIC SCHOOLS CURRICULUM UNIT OVERVIEW Content Area: Hospitality & Tourism Marketing Unit Title: Introduction to Marketing Target Course/Grade Level: Grades 9-12 Unit Summary: The unit examines the basic principles of marketing and economics with a special emphasis on hospitality and tourism marketing. The unit also examines the history and background of hospitality and tourism marketing and the legal issues and business risks. Primary interdisciplinary connections: Geography, World Languages, Language Art, Business Mathematics, and Technology. LEARNING TARGETS Content Area Strand Content Area Strand CPI 9.4 Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education E. Education and Training E.16 Unit Understandings Students will understand that Define marketing and the six marketing fundamentals used in the text. Compare and contrast the roles of marketing during four evolutionary eras and describe the online marketing era. Explain the reasons for the increasing importance of marketing in the industry. Unit Essential Questions Why is Hospitality and Travel Services Marketing different? What are the four evolutionary eras of marketing? How has marketing changed in these eras? Has the hospitality and travel industry passed through these eras? Why has marketing increased in importance in the hospitality and travel industry? Knowledge and Skills Students will know The basic principles of marketing and how hospitality and travel industry impacts the economy. Define and explain the concept of hospitality and travel marketing, demographics, the marketing mix, economics and free enterprise, as well as identify history of online marketing era. Discuss the history of hospitality and travel marketing and its impact on today s market. Explain the risks and risk management of hospitality and travel marketing and identify the differences between marketing travel and hospitality services. Define hospitality and travel marketing and identify the different categories of travel. Differentiate between product and services marketing. Define the hospitality and travel consumer and explain market segmentation. Identify travel services and explain the differences between hospitality goods and services. Differentiate between the product line and product mix.

4 EVIDENCE OF LEARNING Assessment What evidence will be collected and deemed acceptable to show that students truly understand? Students are tested on each chapter in this unit Students also participate in group discussions on current topics as they relate to the each lesson Students are also given mini-projects/assignments to test their practical knowledge of the topic Learning Activities What differentiated learning experiences and instruction will enable all students to achieve the desired result? Students participate in seminars with guest speakers from various industries and colleges. Students will attend D.E.C.A. (Distributive Ed. Clubs of America) Conferences, etc. DECA LAP utilizing reading comprehension skills and knowledge of Hospitality and Tourism Students will complete projects applying skills learned in text. Students will role-play with students, staff, and other professional personnel. Hospitality and Travel Simulation in which students run a theoretical business RESOURCES Teacher Resources: Hospitality and Tourism Marketing Teachers Edition DECA supplemental learning activities DECA leadership conferences where students learn skills relating to Hospitality and Tourism DECA LAP (Learning Activity Packets) Sales and Service Marketing Hospitality and travel simulation Guest Speakers (Professionals, Entrepreneurs, and Business Leaders) Equipment Needed: LCD projector and laptop for daily lessons and projects.

5 RAHWAY PUBLIC SCHOOLS CURRICULUM UNIT OVERVIEW Content Area: Hospitality and Travel Marketing Unit Title: Planning: Research and Analysis Target Course/Grade Level: Grades 9-12 Unit Summary This unit focuses on the research and analysis of current hospitality and travel marketing for recreation services as well as the different types of businesses that operate in the hospitality industry. This unit also examines hospitality goods and services and how each product is marketed by using media to best reach the audience and consumers of travel and recreation. Approximate Length of Unit: 5-6 Weeks Primary interdisciplinary connections: Geography, World Languages, Language Art, Business Mathematics, and Technology. LEARNING TARGETS Content Area Strand Content Area Strand CPI 9.4 Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education D. Business, Management & Administration D Career and Technical Education E. Education and Training E.16 Unit Understandings Students will understand Four factors that influence customers perceptions of hospitality and travel services. Three categories decision processes that customers follow. The purchasing process of organizational buyers. Six personal factors that influence customer behavior. Unit Essential Questions Why is it important for a hospitality or travel organization to understand the behavior of its customers? Why is it important for marketers to understand the decision process their customers are following? Why are the organizational buyers different from individual customers, and how do buying processes compare? Why is analyzing quantitative data the most effective research method? Knowledge and Skills Students will know The basic principles of marketing and how the hospitality and travel industry impacts the economy.

6 Students will be able to Define customer behavior and identify the different types of consumers. Explain the economics of hospitality and travel marketing and discuss the global impact of hospitality and travel marketing. Identify types of hospitality products and describe location-based businesses. Explain the significance of impulse spending and explain why marketing is involved in hospitality service development. Discuss the difference between primary and secondary markets. Explain the focus group approach and how it can be used for effective marketing. Explain how hospitality and travel businesses utilize the internet. Define gross profit and net profit as well as pricing goals. EVIDENCE OF LEARNING Assessment What evidence will be collected and deemed acceptable to show that students truly understand? Students are tested on each chapter in this unit Students also participate in group discussions on current topics as they relate to the each lesson Students are also given mini-projects/assignments to test their practical knowledge of the topic Learning Activities What differentiated learning experiences and instruction will enable all students to achieve the desired results? Students participate in seminars with guest speakers from various industries and colleges. Students will attend D.E.C.A. (Distributive Ed. Clubs of America) Conferences, etc. DECA LAP utilizing reading comprehension skills and knowledge of Hospitality and Tourism Students will complete projects applying skills learned in text. Students will role-play with students, staff, and other professional personnel. Hospitality and Travel Simulation in which students run a theoretical business RESOURCES Teacher Resources: Hospitality and Tourism Marketing Teachers Edition DECA supplemental learning activities DECA leadership conferences where students learn skills relating to Hospitality and Tourism DECA LAP (Learning Activity Packets) Sales and Service Marketing Hospitality and travel simulation Guest Speakers (Professionals, Entrepreneurs, and Business Leaders) Equipment Needed: LCD projector and laptop for daily lessons and projects.