SCHEME OF WORK 2009 - 2010
Module/Unit Title:
The Marketing of Travel and
Tourism Products and
Services-Unit 5
Course/Subject Title:
BTEC National Diploma in Travel
and Tourism
Prepared by:
Denise Robinson
Awarding body:
EDEXCEL
Lesson Duration:
4hrs
Start Date:
W/C 29/11/10
End Date:
W/C 07/03/11
Course Overview: This unit will explore marketing in the
context of T&T. Learners will examine factors affecting
marketing T&T products and services. Learners will carry
out market research and run a promotional campaign.
Learners will examine the marketing mix.
Learning Outcomes: 1) Understand the factors affecting
marketing in travel and tourism. 2) Know the marketing mix
(the 4Ps) of travel and tourism organisation 3) be able to
conduct a market research activity for a travel and tourism
organisation 4) be able to organise a promotional campaign
for a travel and tourism organisation.
Assessment Details: Learners will produce a written
assignment, a market research document and promotional
material.
Date
What topics will
be covered?
Unit Contents
What will
learners do?
Participate in
discussion of
assessment
requirements.
How will learning be
checked?
Key/Basic
Skills:
Questioning with regard to
specifications
What
resources are
needed?
What
Independent
Learning/
Homework will
be set?
Assignment Brief,
Participate in thought
shower of what
Marketing is.
Definition of
Marketing
PEST Analysis:
Political, Economic,
Social, Technological
Week 1
Read and discuss
handout showing
definition of
Marketing
Question and Answer,
learners will also write the
definition in their own
words
C3.1a, C3.1b
Working in small
groups using a range
of resources learners
will produce a poster
highlighting the key
elements of one of
the PEST factors
Learners will be able to
identify examples of their
factor highlighting positive
and negative impacts on
the T&T industry.
C3.1a, C3.1b
Each group of
learners will then
present their findings
to the group
Learners will be able to
explain PEST analysis in
relation to the T&T
Industry highlighting
positive and negative
impacts. Lecturers and
learners will ask each
group a number of
questions in order to
check and reinforce
understanding
C3.1a, C3.1b
Production of Task 1
IT2.1, IT2.2
C3.2
Learners will be
given the opportunity
to begin wordprocessing Task 1
PEST resources,
sugar paper and
pens
Previously used
PEST resources
and computers
Learners are to
begin wordprocessing Task 1
Date
Week 2
What topics will
be covered?
PEST Analysis
Company Ethos
Consumer Protection
Standards of
Practice
What will
learners do?
How will learning be
checked?
Key/Basic
Skills:
What
resources are
needed?
Learners will play
PEST Dominoes
game in order to
recap previous
lesson
Successful completion of
Dominoes game
C3.1a, C3.1b
Class discussion of
PEST in order to
reinforce prior
learning
Oral Participation
C3.1a, C3.1b
Working in small
groups using a range
of resources learners
will produce a poster
highlighting the key
elements of the final
three factors
Learners will be able to
identify examples of the
factors highlighting
positive and negative
impacts on the T&T
industry.
C3.1a, C3.1b
Handouts,
Textbooks, sugar
paper and pens
Each group of
learners will then
present their findings
to the group
Learners will be able to
explain their findings in
relation to the T&T
Industry highlighting
positive and negative
impacts. Lecturers and
learners will ask each
group a number of
questions in order to
check and reinforce
understanding
C3.1a, C3.1b
Handouts,
Textbooks, sugar
paper and pens
Learners will be
given the opportunity
to continue wordprocessing Task 1
Production of Task 1
IT2.1, IT2.2
C3.2
Computers, class
notes
What
Independent
Learning/
Homework will
be set?
PEST Dominoes
To word-process
Task 1
Date
Week 3
What topics will
be covered?
What will
learners do?
How will learning be
checked?
Factors affecting
marketing T&T
products and
services
Learners are
required to finalise
Task 1 and submit it
for grading
Assessment and Grading
Marketing Mix Definition
Copy definition off
board and participate
in discussion
Question and answer
Product
Receive 4P’s
handout. Following
handout and
interactive
whiteboard learners
will participate in
class discussion of
“Product”. Learners
must relate the
theory to their
chosen organisation.
Question and answer,
completion of worksheet.
Key/Basic
Skills:
What
resources are
needed?
What
Independent
Learning/
Homework will
be set?
Begin to word
process Task 2
C3.1a, C3.1b
Whiteboard and
Interactive
whiteboard
C3.1a, C3.1b
Whiteboard,
handouts,
worksheets, paper
Christmas Break
Christmas Break
Marketing Mix –
Product Life Cycle
Week 4
Receive handout,
participate in
discussion, and
make relevant notes
on handout.
Produce PLC
diagram and label.
Question and answer,
completion of worksheet,
drawing of diagram.
Complete
corrections from
Task 1 and word
process Task 2
Date
What topics will
be covered?
How will learning be
checked?
Key/Basic
Skills:
What
resources are
needed?
Price
Receive handout,
participate in
discussion, and
make relevant notes
on handout. Identify
Price strategy for
your chosen
organisation
Question and answer,
completion of worksheet,
C3.1a, C3.1b
Whiteboard,
handouts,
worksheets, paper
Place
Receive handout,
participate in
discussion, and
make relevant notes
on handout. Identify
“Place” for your
chosen organisation
Question and answer,
completion of worksheet,
C3.1a, C3.1b
Whiteboard,
handouts,
worksheets, paper
Promotion
Receive handout,
participate in
discussion, and
make relevant notes
on handout. Identify
“Promotion” for your
chosen organisation
C3.1a, C3.1b
Whiteboard,
handouts,
worksheets, paper
C3.2, C3.3,
IT2.1, IT2.2
Assignment briefs,
class
handouts/notes,
computers
Marketing Mix
Week 5
What will
learners do?
Learners are
requested to seek
support and advice
in order for them to
successfully
complete this task.
Assessment and Grading
What
Independent
Learning/
Homework will
be set?
Completion of
Task 2
Date
What topics will
be covered?
What will
learners do?
How will learning be
checked?
Key/Basic
Skills:
What
resources are
needed?
What
Independent
Learning/
Homework will
be set?
Learners are
required to finalise
Task 2 and submit it
for grading.
Market Research:
Primary: Plan –
objectives,
Plan - methods,
Week 6
Plan - target group
Design market
research
documentation
Market Research:
Week 7
Conduct Market
Research
Secondary
Learners will identify
possible objectives
for their research
activity.
Market Research Plan –
Objectives
C3.1a, C3.1b
PowerPoint,
handout of slides
Working in 5 small
groups learners will
identify the
advantages and
disadvantages of
primary market
research methods.
Feedback to class
C3.1a, C3.1b
PowerPoint,
handout of slides
Sugar paper/pens
PowerPoint,
handout of slides
Learners will identify
a possible target
group for their
research
Market research plan –
target group
C3.1a, C3.1b
Learners will
produce their own
market research
documentation for
the plan
Market research
documentation
IT2.1, IT2.2
Copies of
questionnaires,
computers,
previous class
handouts
Learners are to
finalise market
research method
and carry out
research
Production of market
research document and
ability to carry out
research.
Analysis of findings
C3.1a, C3.1b
Copies of market
research
documentation
Carry out secondary
Research findings and
Produce market
research plan
Secondary
Carry out market
research
Date
What topics will
be covered?
How will learning be
checked?
research and
analyse findings
analysis
Market Research:
Primary and
Secondary
Learners are
requested to seek
support and advice
in order for them to
successfully
complete the task
Assessment and Grading
Market research:
Primary and
Secondary
Learners are
required to finalise
Task 3 and submit it
for grading
Assessment and grading
Learners need to
plan their own
promotional plan
using the following
criteria: objectives,
methods, target
group, timing,
budget, monitoring
and evaluating
procedures
Learners are to produce
and present a PowerPoint
presentation of their
promotional plan
Learners are to
produce their own
promotional material
Production of promotional
material
Week 8
Week 9
What will
learners do?
Plan and prepare a
promotional
campaign using the
following criteria:
objectives, methods,
target group, timing,
budget, monitoring
and evaluating
procedures
Promotional
Materials: leaflet,
advert, direct
marketing
Key/Basic
Skills:
What
resources are
needed?
What
Independent
Learning/
Homework will
be set?
research materials
C3.2, C3.3,
IT2.2, IT2.3
Task 3 – market
research as this
will inform
decision-making.
Computers,
samples of
promotional
materials
Work on Task 3
Date
What topics will
be covered?
What will
learners do?
How will learning be
checked?
Plan and prepare a
promotional
campaign
Learners are
requested to seek
support and advice
in order for them to
successfully
complete the task
Assessment and Grading
Full Unit
Learners are
required to finalise
Task 4 and submit it
for grading
Resubmission of
assignment
Week 10
Week 11
Make improvements
to any of the tasks in
order to achieve
higher grades
Key/Basic
Skills:
What
resources are
needed?
What
Independent
Learning/
Homework will
be set?
Task 4, any
corrections or
improvements on
any of the four
tasks