Teaching Guide Tourism Marketing

Saint Paul University PhilippinesTuguegarao City Cgayan North 3500

TEACHING GUIDE

1.0 SYLABBUS

Course Code and Title: TUR 111 Tourism and Hospitality Marketing

Course Credit: 3

Prerequisites: Principles of Tourism I and II

Course Description: This course presents the marketing mix (product, place, place, promotion, people, programming, packaging, etc.), concept of markets,

segmentation, targeting, marketing planning as they relate to tourism; service quality management.

Objectives: At the end of the course, the students should be able to:

1. acquire mastery of concepts and principles related to tourism marketing;2. make decisions related to enhancing the quality of service and customer satisfaction in the tourism industry and hospitality sectors;3. demonstrate capacity for making simple but theoretically sound marketing plans for a tourism business or destination of their choice;4. develop the students’ skills in marketing report preparation;5. develop the students’ problem-solving and presentation skills.

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Content Map:

Introduction to Hospitality Marketing

Consumer Behavior

Segmentation, Positioning and Marketing Mix

Marketing Planning

Pricing

Distribution in Tourism

Tourism Supply Sectors

Marketing Destination

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Course Outline:

I. Introduction of Tourism and Hospitality Marketing

A. Marketing EnvironmentB. Marketing ServicesC. Key players in the Tourism IndustryD. The 5 P’s in Marketing Services

II. Consumer Behavior

A. Framework of AnalysisB. Tourism Motivational StudiesC. The Consumer Buying ProcessD. Integral Models of Consumer Behavior

III. Segmentation, Positioning and Marketing Mix

A. SegmentationB. Targeting and PositioningC. Strategy DevelopmentD. Marketing Mix

IV. Marketing Planning

A. Marketing ProcessB. Strategy FoundationC. SWOT AnalysisD. Marketing Plan

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V. Pricing

A. Principles of PricingB. Factors which shape pricing strategyC. Approaches to pricing strategyD. Pricing Strategies

VI. Marketing Travel Product

A. The Major Steps in MarketingB. Consultative SellingC. Delivering Great serviceD. Other Kinds of Travel Sales

VII. Tourism Marketing and Promotion

A. Uniqueness of Tourism MarketingB. Marketing SegmentationC. Tourism PromotionD. Promotional Mix

VIII. Tourism Distribution Channel

A. Tourism Distribution SystemB. Travel Intermediaries

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Module Number and Heading Topics/Lessons Number of Meetings (No. of Hours) Page1. Introduction of Tourism and

Hospitality Marketing

2. Consumer Behavior

3. Segmentation, Positioning and Marketing Mix

4. Planning Marketing

5. Pricing

6. Marketing Travel Product

1.1 Marketing Environment1.2 Marketing Services1.3 Key players in the Tourism

Industry1.4 The 5 P’s in Marketing Services

2.1 Framework of Analysis2.2 Tourism Motivational Studies2.3 The Consumer Buying Process2.4 Integral Models of Consumer

Behavior

3.1 Segmentation3.2 Targeting and Positioning3.3 Strategy Development3.4 Marketing Mix

4.1Marketing Process 4.2 Strategy Framework 4.3 Strategic Marketing Process

4.4 The Marketing Plan

5.1 Principles of Pricing 5.2 Factors which shape pricing strategy 5.3 Approaches to Pricing 5.4 Pricing of Pricing

6.1 The Major Steps in Marketing 6.2 Consultative Selling 6.3 Delivering Great Service 6.4 Other Kinds of Travel Sales

1 (1.5 hours)1 (1.5 hours)1 (1.5 hours)

2 (3.0 hours)

2 (3.0 hours)2 (3.0 hours)1 (1.5 hours)1 (1.5 hours)


1(1.5 hours)1 (1.5 hours)1 (1.5 hours)1 (1.5 hours)



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7. Tourism Marketing and Promotion

8. Tourism Distribution Channel

7.1 Uniqueness of Tourism Marketing 7.2 Marketing Segmentation 7.3 Tourism Promotion 7.4 Promotional Mix

8.1 Tourism Distribution Channel 8.2 Travel Intermediaries



Assessment:

Formative: Quiz, Performance Test, Research Papers, Reflective Journal, Portfolio

Summative: Unit Test, Periodic Test

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References:

BOOKS

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Claravall, B. (2000) Travel and tour operations in the Philippines. Tourism Enterprises Inc.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Howel, D. (2005) An introduction to the travel and tourism industry. Southwestern Publishing Co.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Mancini, M. (2006) Access introduction to travel and tourism. Thomas Asia Pte. Ltd.

WEBSITES

www.premiertourismmarketing.com

www.inforamworld.com

www.nmm.ac.uk/leisure-travel-tourism

www.elsevier.com

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http://www.elsevier.com/

http://www.nmm.ac.uk/leisure-travel-tourism

http://www.inforamworld.com/

http://www.premiertourismmarketing.com/

2.0 LESSON DELIVERY PLAN

Module Number and Heading: 1 Introduction of Tourism Hospitality Marketing

Lesson Number and Title: 1.1 Marketing Environment

Lesson Objective: At the end of the lesson, the students are expected to:

1. identify the definition of tourism and the relationship between tourism, leisure and recreation;2. explain the core principles underlying principles of tourism;3. determine the main global, regional and national trends.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will ask the

students to explain the following text

“Tourism is primarily about human activity which involves travel from an originating area to a destination for pleasure or business purposes.”

Lecture-Demonstration Method on the following concepts:

a. Definition of tourismb. Core principles

underlying principles of tourism

c. Main global, regional and national trends

Guide questions for values development:

1. How would you relate the lesson in your everyday life as a student?

2. What is the importance of learning the core principles underlying principles of tourism?

Subliminal Message:Caring and independent

Paulinian Core Value:Christ-centeredness

Internet research: the students are asked to research in the internet the global, regional and national trends in marketing. Outputs will be presented in class.

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References:








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Prepared by:

Ms. Marie Krizya L. Malupeng

Date:

Nov. 3, 2009

Reviewed by:

Ms. Ma. Bernadette C. Junio

Date:

Nov. 4, 2009

Approved by:

Ms. Jocelyn P. Carag

Date:

Nov. 9, 2009


Lesson Number and Title: 1.2 Marketing Services


1. identify the relationship of service planning to market planning;2. explain the concepts of core and augmented services and tourism offering;3. determine the importance of new service development in tourism.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Think-pair-share: The teacher

asked the students to look for a partner and they have to identify the different products in tourism.

Compare and contrast service planning and market planning

Lecture-Discussion on the concepts of core and augmented services and tourism offering

Reflective journal: The students are asked to write in their journal what they have learned for the day and the values that transpire during the activity.

Subliminal Message:Responsible and socially committed

Paulinian Core Value:Charity

Objective Assessment on the concept learned.

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References:








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Oct. 31, 2009


Lesson Number and Title: 1.3 Key players in Tourism Marketing


1. identify the key players in tourism marketing;2. explain the roles and responsibilities of the key players in tourism marketing;3. determine the importance of the key players in tourism marketing.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference book by

Lumsdon, L. Tourism Marketing

Power point presentation on the key players of marketing in the tourism industry

The teacher will asked the students their opinion about the roles and responsibilities of the key players in tourism marketing

Role Playing: The students are group into five. Each member of the group will be given a character of the key players in marketing to act


1. What are the roles and responsibilities of the key players in marketing?

2. If you would be given a chance to work in the field of tourism marketing, what position and why?

3. What are the values that you derived from the lesson?

Subliminal Message:Cooperative and innovative

Essay: What are the importance of the key players of tourism marketing?

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Paulinian Core Value:Charism

References:








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Date:

Oct. 27, 2009

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Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 1.4 The 5 P’s in Marketing Services


1. define marketing mix;2. identify the 5 P’s in Marketing Services;3. determine the key factors that marketing managers in the service sector use to design their service output.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference book by

Lumsdon, L. Tourism Marketing

The teacher will write the definition of marketing mix in the blackboard and will she will asked someone to explain it.

Triad Discussion: the students are group into three and they have to discuss among the group the 5 P’s in marketing services.Guide questions:

1. What are the 5 P’s in marketing? Explain each.

2. What are the key factors that marketing managers in the service sector to design their service output?

3. What are the three additional dimensions which Booms and Bitner included in the key factors of marketing services?


1. What is your contribution during the triad discussion?

2. Did all the members participate in the group discussion?

3. Are in favor of having triad discussion in class?

Subliminal Message:Goal-oriented and patience


From the triad discussion, the students are asked to present in class their outputs.

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4. What is the importance of the augmented mix in tourism?

References:








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Oct 31, 2009

Module Number and Heading: 2 Consumer Behavior

Lesson Number and Title: 2.1 Framework Analysis


1. define framework of analysis;2. distinguish tourism motivational studies from the buying process from integral models;3. determine the importance of framework of analysis.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Carousel brainstorming on the

definition of framework of analysis.

Lecture-Discussion Method on the following concepts:

1. Tourism motivational studies

2. Buying process3. Integral models4. Importance of

framework analysis

From the discussion made by the teacher, the students are asked to answer the following questions:

1. Who buys tourism offerings?

2. How does the buying process works?

3. Where do people buy

Reflective journal: the students are asked to write in their journals what they have learned for the day.

Subliminal Message:Research-oriented and tranquil-daring

Paulinian Core Value:Chastity

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tourism services?4. When do they buy them

or when are the critical stages in the buying process?

References:








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Oct. 30, 2009

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Oct 31, 2009

Module Number and Heading: 2 Consumer Behaviors

Lesson Number and Title: 2.2 Tourism Motivational Studies

Lesson Objectives: At the end of the lesson, the students are expected to;

1. determine the factors influencing motivation ;2. identify the three over lapping dimensions;3. explain the internal driving forces.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Visual aid on the

hierarchy of needs

The teacher illustrate the Hierarchy of needs by Maslow

From the illustration posted on the board the teacher will now elucidate the hierarchy of needs.

Lecture Discussion Method on Internal driving forces and the three overlapping dimensions.


1. What is motivation? How does it relate to the inner desire for satisfaction?

2. What are the three overlapping


1. As a future tourism practitioner, why is there a need for you to know the hierarchy of needs of the travelers?

2. What moral values have you learned from the discussion?

Subliminal Message:Self effacement


Critical Thinking: Create your own planning analysis.

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dimensions of marketing?

3. What are the key factors of internal driving forces?

References:








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Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 2.3 The Consumer Buying Process

Lesson Objectives: At the end of the lesson, the students are expected to:

1. identify the stages in the consumer buying process;2. explain the generic consumer buyer behavior process;3. determine the relationship of the consumer buying process in tourism to the purchase of other product and service.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Visual aid on the

model of the consumer buying process

The teacher will show to the students the stages in the model of the consumer buying process.

From the visual aid shown to the students the teacher will now discuss the six stages of the consumer behavior process


1. What is attitude development?

2. What is the relationship of the consumer buying process

3. What is the second stage that involves the buyer obtaining information?


1. What are the five roles of the consumer buying process?

2. Why is it important to consider the consumer buying process in coming up with tourism products?

Subliminal Message:Emphatic and caring


Illustrate the generic consumer buyer behavior process and explain.

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4. What is the reason why people buy the tourism product offerings?

5. Who are the potential costumers in the tourism and hospitality industry?

References:

BOOKS








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Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


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Oct 31, 2009


Lesson Number and Title: 2.4 Integral Models of Consumer Behavior


1. explain the integral models of consumer behavior;2. determine the other aspects of consumer behavior;3. identify the useful critique highlighting a number of commonalities that require further investigation.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will asked the

students to explain the tourist profile which is socioeconomic and behavioral characteristics.

The use of graphic organizer to show to the students the Integral Model of Consumer Behavior.

From the presentation made by the teacher, the students are asked to answer the following questions:

1. What is the relationship of trip features to destination resources and characteristics?

2. What area of consumer behavior is often overlooked how people behave at tourism facilities?

The students are asked to write to journal their observations and learning insights for the day’s discussion.

An objective assessment will be given after the discussion.

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3. What is on-site observation?

References:








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Date:

Oct. 27, 2009

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Date:

Oct. 30, 2009

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Oct 31, 2009

Module Number and Heading: 3 Segmentation, Positioning and Marketing Mix

Lesson Number and Title: 3.1 Marketing Segmentation


1. define market segmentation;2. determine the four assumption of segmentation;3. explain the four criteria of market segment.

Strategies:


definition of market segmentation

Group discussion: the class will be divided into five. Each group will be given a topic that will be discussed among their group which is as follows:

a. the recreation and tourism market segmentation bases

b. socio-economic or demographic segmentation

c. product-related segmentation

d. psychographic segmentation

e. geographic segmentation


1. Do you have a facilitator or leader during the group discussion? What is the importance of having a facilitator or leader in the success of any group discussion?

2. What is the importance of having a group discussion in class?

3. What have you learned during the group discussion from your group mates?

Essay: Answer the following questions briefly but substantially.

1. What is the meaning of market segmentation?

2. Why is market segmentation important in tourism marketing?

3. What are the four categories of market segmentation? Discuss each.

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After the group discussion, each group will choose one of their members to share to the whole class their outputs.



References:

BOOKS








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Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 3.2 Targeting and Positioning


1. state the three generic strategies of an organization;2. define positioning;3. identify the problems of positioning.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Case analysis will be given

to the students:

The British Tourist Authority has worked hard on positioning the United Kingdom as a vibrant place which is appealing to audiences who are not purely interested in countryside and heritage. Promotional campaigns in 36 countries are now extolling the virtues of bands like Oasis and Blur and designers like Paul Smith and John Galliano.

From the case analysis the students are asked to answer the following questions:

1. What is the role of the British Tourist Authority in positioning the UK as a vibrant place to stay with?

2. How does British Tourist Authority position UK as a tourist destination?

3. How does positioning relates to changing interests of the consumers?

4. What are the strategies of UK in


1. Do you think the Philippines can imitate the practices of UK in promoting their country?

2. How can you promote the Philippines in your own way?

Internet Research: Search for cases in the internet that is similar to the case presented. Outputs will be discussed in class.

Suggested websites:

www.premiertourismmarketing.comwww.inforamworld.comwww.elsevier.com

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http://www.elsevier.com/

http://www.inforamworld.com/

http://www.premiertourismmarketing.com/

promoting the country to people who are not purely interested in country side and heritage which is their main product?

References:

BOOKS








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Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 3.3 Strategy Development


1. explain the two components of strategy development;2. identify the primarily concerned with the size and development of the market3. make their own strategies in developing a product.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Carousel brainstorming on the

different strategies in developing a product.

Lecture-Discussion Method on strategy development that includes market attractiveness and resources capability.


1. What is the second consideration that relates to resource commitment?

2. What is marketing asset? How does it relate to tourism?


Subliminal Message:Goal- oriented and patient

Paulinian Core Value:Chastity

Product base assessment: Choose one undeveloped tourist attraction in your place. You come up with strategies on how to develop the chosen attraction and the appropriate marketing tool to promote the area. Outputs will be presented in class.

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References:








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Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 3.4 Marketing Mix


1. define marketing mix;2. identify the four elements of marketing mix;3. determine relationship of the four elements from each other.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Think-pair-share: The students

will look for a partner and they will list down all the products and services in the tourism and hospitality industry that they know.

Lecture-Discussion Method on the four elements of marketing mix.


1. What are the criteria that should be met in deciding to provide a product or service?

2. What is the result of supply and demand?

3. What influences price?4. What is the

relationship of product and price? Promotion and distribution?


1. What is the importance of interaction?

2. As future tourism leaders, how can will you ensure that tourism products and services are delivered based on their needs and wants.

Subliminal Message:Socially committed and responsible


Objective assessment will be given from the concepts discussed.

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References:

BOOKS








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Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

Module Number and Heading: 4 Marketing Planning

Lesson Number and Title: 4.1 Marketing Planning Process


1. define marketing planning process;2. explain the seven steps of marketing planning process;3. state the importance of marketing planning process.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Visual aid

The teacher will give the definition of market-planning and will asked the students to explain it.

K-W-L chart on the seven steps of marketing planning.

Form the presentation of the teacher, the students are asked to answer the following students:

1. What are the two ways in collecting data’s?

2. What is analysis of data?

3. What are the alternative strategies for reaching a desired goal?

4. What is the last step in market planning process?

5. What is the method in


Subliminal Message:Goal-oriented and patient

if you will be employed in the marketing department of a travel agency, how will you arrive a desired goal from the case below:

a. An airline company wanting to increase its percentage of occupied seats? List down at least three alternatives.

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analyzing the progress made in achieving the goals of the project?

References:








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Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 4.2 Strategy Framework


1. define strategy framework;2. explain the number of strategic frameworks adopted by organizations in tourism;3. determine the importance of crafting a strategy.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Review of the SWOT Analysis

of the tourist attractions of Cagayan North.

Lecture-Discussion Method on the following concepts:

a. Stakeholder and mission statement analysis

b. Market structure analysis

c. Degree of competitor intensity


1. What is stakeholder and mission statement analysis?

2. What is the objective of market structure


1. How will you relate the lesson in your other tourism subjects?

2. What would be the consequences without mission statement in companies?

Subliminal message:

Responsible, concerned and assertive

Paulinian Core Value:Christ-centeredness

Research for the SWOT Analysis of your own municipality. Outputs will be presented in class.

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analysis?3. What part of the

market structure analysis is increasingly important in terms of strategic development?

Reference:








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Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


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Oct 31, 2009


Lesson Number and Title: 4.3 Strategic Marketing Process


1. define strategic marketing;2. explain the three elements of strategic marketing planning;3. state the objectives of strategic marketing process.

Strategies:


definition of strategic marketing process.

Three students are asked to report the three elements of strategic marketing process.


1. If you are the class reporter, what are your strategies to get the attention of your classmates?

2. What are your learning insights during the class discussion?

Subliminal Message:Responsible and caring

Paulinian Core Value:Charity

Essay: What is target market selection? Explain each element.

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References:








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Oct. 27, 2009

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Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 4.4 The Marketing Plan


1. explain the structure and content of marketing plan;2. determine the importance of a marketing plan in the development of tourism products;3. develop their own marketing plan.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will present to

class the structure and content of a marketing plan.

Demonstration Method: The teacher will demonstrate to class how to develop a marketing plan.


1. What have you learned during the demonstration?

2. After the demonstration, do you think you can already make your own marketing plan?


Product-based assessment: Choose one of the tourism products offered in the Philippines then develop a marketing plan of the chosen tourism product.

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References:








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Date:

Oct. 27, 2009

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Date:

Oct. 30, 2009

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Oct 31, 2009

Module Number and Heading: 5 Pricing

Lesson Number and Title: 5.1 Principles of Pricing


1. explain the principles of pricing;2. determine the most important factor in consumer perception in price;3. identify the relationship between price and quality in tourism provision.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Review of the elements of the

marketing mix.Compare and contrast price and cost.Lecture-discussion method on principles of pricing.

From the presentation made by the teacher, the students are asked to answer the following questions:

1. What is the main reason why costumers choose not to buy the product?

2. What will happen if the price is low in relation to value?

Peer tutoring: Look for a partner to review the lesson that was discussed for the day.

Subliminal Message:Responsible and caring


Objective assessment on the concept discussed.

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References:








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Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 5.2 Factors which shape pricing strategy


1. identify the influencing factors in pricing;2. explain overall marketing policy and objectives;3. state the problems in pricing strategy.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will asked the

students what are their perceptions in the prices of package tours today.

Triad discussion on the influencing factors of pricing.

From the discussion, the students are asked to answer the following questions?

1. What is the price-quality relationship of the company’s range of service offerings?

2. What is the potential to reduce cost?

3. What is the involvement of the government in the market?

4. What are the external forces of pricing?


1. What are your learning insights during the triad discussion?

2. How does the triad discussion help you to better understand the topic?

Subliminal Message:Openness, unity

Paulinian Core Value:Community

Objective assessment on the concepts discussed.

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References:








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Date:

Oct. 27, 2009

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Date:

Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 5.3 Approaches to pricing strategy


1. explain the table of the pricing methods of enhancing tourism environments;2. define cost-based pricing;3. determine the second approach in competitor-based pricing.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will present to the

students an example of application in tourism/leisure.

The teacher will illustrate the table of pricing methods of enhancing tourism environments.

Journal writing: The students are to write their learning insights from the lesson

Subliminal Message:Responsible, cooperative


Illustrate the table of pricing methods in tourism environment and explain.

References:





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Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 5.4 Pricing Strategies


1. explain the strategic pricing frameworks;2. identify the four broad approaches in crafting a pricing strategy;3. determine the basis for pricing of tour packages.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy price tariffs of hotels sample package tours

The teacher will present sample prices that are adopted by up-market, tour operators and hotel and resorts.

Compare and contrast the broad approaches in crafting pricing strategy.

The students will write in their journal their learning insights.

Subliminal Message:Productive


Research for at least five package tours with different price. Then compare the basis of pricing of the package tours.

References:





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Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

Module Number and Heading: 6 Marketing the Travel Product

Lesson Number and Title: 6.1 The Major Steps in Marketing


1. define demand;2. explain the six steps in marketing;3. identify the commonly used terms in tourism marketing.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books Text Analysis: The teacher

will asked the students to explain the following text:

“Good eye contact is a powerful way to enhance face-to-face sale”.

Lecture-Discussion Method on the six steps in marketing and the commonly used tourism marketing terms.


1. When are you going to design a new product?

2. At what price will your new travel product be sold to the consumers?

3. How do you maximize profits?

4. How do sales and service tariffs differ?


1. Why is eye contact important when marketing tourism products?

2. How will you handle guest complaints?



Define the following:

1. Discretionary money2. Perishable products3. Lead4. Intangible products5. Stall6. Phone shoppers7. Positioning8. Yield management

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References:

BOOKS








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Date:

Oct. 27, 2009

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Date:

Oct. 30, 2009

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Oct 31, 2009


Lesson Number and Title: 6.2 Consultative Selling


1. define consultative selling;2. identify the steps in consultative selling;3. determine the importance of consultative selling in marketing tourism products.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The teacher will present a

travel agency scenario where a travel agent is talking with a costumer inquiring for a tour.

Role playing: Choose a partner form your classmates. One will act as a travel agent and the other one will be the costumer. Make a telephone conversation where the costumer is inquiring a vacation to the travel agent


1. For the travel agent, how did you handle queries of the costumer?

2. What would you prefer, face-face conversation with the client of telephone conversation?

3. How difficult is handling a client call?

Subliminal Message:Responsible and socially committed

From the presentation of the travel agency scenario, the students are asked to answer the following questions:

1. What purely transactional steps does the agent take?

2. Which consultative strategies, in general. Does she also use?

3. Which open-ended questions does she ask?

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References:








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Date:

Nov. 3, 2009

Reviewed by:


Date:

Nov. 4, 2009

Approved by:


Date:

Nov. 9, 2009


Lesson Number and Title: 6.3 Delivering a Great Service


1. identify the seven ingredients in that usually ensure travel customer happiness;2. explain the importance of providing great service in the hospitality industry;3. determine the consequences of poor costumer service.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Reference books The students are asked to list

down their positive or negative encounter with an employee of a hotel, resort or restaurant.


1. Why is service excellence so important?

2. As a future employee of the hospitality and tourism industry, how will you ensure quality service?



Critical thinking assessment:

1. What are the steps in dealing with guest complaints?

2. How will you deliver great service to the customers?

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References:








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Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 6.4 Other Kinds of Travel Sales


1. define transactional and consultative selling;2. determine the difference between service from sales;3. identify the different approach in buying and selling selling tourism products.

Strategies:

Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy Text analysis: Small talk about

anything other than what you are selling early on in the conversation dramatically enhances your chance to get business.

Lecture-Discussion Method on other kinds of travel sales.


1. Does transactional selling differ from consultative selling?

2. What is telemarketing?3. How do travel

companies regularly buy and sell their products?

Journal writing: write in your journal your learning insights for the day’s discussion.

Subliminal Message:Knowledgeable and global oriented


An objective assessment on the concept discussed.

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References:








55

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

Module Number and Heading: 7 Tourism Marketing and Promotion

Lesson Number and Title: 7.1 Uniqueness of Tourism Marketing


1. define tourism marketing;2. explain the uniqueness of tourism marketing;3. explain marketing orientation.

Instructional Aids Presentation Strategy Processing Strategies Values Integration Strategy Assessment Strategy Reference books by

Mancin, M. Access Introduction to Travel and Tourism and Cruz, z. Principles of Tourism I and II

Carousel brainstorming on the definition of marketing

Lecture-discussion method on the following concepts:

a. definition of marketingb. uniqueness of tourism

marketingc. marketing orientation

Reflective journal: the students are asks to write in their journal their learning insights for the day’s discussion.

Subliminal Message:Development-oriented and dynamic

Paulinian Core Value:

Charism

Objective Assessment on the concepts discussed.

References:





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57

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 7.2 Marketing Segmentation


1. define marketing segmentation;2. explain the four assumption of segmentation;3. identify the four criteria that have been developed by which a market segmentation can be developed.


Mancini M. Access Introduction to Travel and Tourism and Cruz, Z. Principles of Tourism I and II

Hand-outs

The teacher will show a table of recreation and tourism market segmentation bases

Group discussion on the concept of market segmentation.

Discussion method on the definition of market segmentation and its four assumptions.


1. What is the importance of market segmentation?

2. How does the lesson help you understand the nature of tourism marketing?

Subliminal Message:Creative and resourceful


Product-based Assessment:Choose one segment of tourists and make a program of activities for this segment.

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References:








59

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 7.3 Tourism Promotions


1. define the meaning of tourism promotions;2. explain the relationship between promotion and communication;3. illustrate the goals of promotion and the travelers buying process.

Instructional Aids Presentation Strategy Processing Strategies Values Integration Strategy Assessment Strategy Reference books Hand-outs

Carousel brainstorming on the definition of promotion.

Discussion method on the meaning of promotion and the relationship between promotion and communication.

Semantic Mapping on the goals of promotion and the travelers buying process

Subliminal Message:Rationale and resourceful


Reflective journal:The students are asks to write in their journal their learning insights

Subliminal Message:Rational and resourceful


Illustrate the goals of promotion and the travelers buying process and explain.

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References:








61

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009


Lesson Number and Title: 7.4 Promotional Mix


1. identify the different types of promotion;2. explain the importance of promotional mix;3. determine the effects of promotional mix to the target market.

Instructional Aids Presentation Strategy Processing Strategies Values Integration Strategy Assessment Strategy Reference books Hand-outs

The teacher will asks the students to bring in class any advertising materials in class. They are asks to describe the materials in class.

Show and tell method: The teacher will show different types of promotional mix and describe the importance and its uses to attract potential markets.

The students are asks to share their learning insights in class.

Subliminal Message:Patriotic and responsible


Performance based assessment: Choose one tourist destination in the country. Promote your chosen destination through a jingle in class.

References:






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Mancini, M. (2006) Access introduction to travel and tourism. Thomas Asia Pte. Ltd

63

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

Module Number and Heading: 8 Tourism Distribution Channel

Lesson Number and Title: 8.1 Tourism Distribution System


1. explain the meaning of tourism distribution channel;2. determine the importance of tourism distribution channel in the tourism industry;3. illustrate the tourism distribution system.



Hand-outs

Carousel brainstorming: The students are asked to share their ideas and knowledge on the concept of tourism distribution channel. To further enhance understanding of the topic, examples are given by the teacher.

Lecture-discussion on the tourism distribution channel.

The teacher gives emphasis on the following:

Importance of distribution channel in the tourism industry

The different tourism distribution channels

The tourism distribution channel


1. What is the importance of distribution channels in the tourism industry?

2. What is the role of


Assuming that you are employed in the different segments of tourism industry, what could be possibly be your contribution in the development of the tourism industry?

Subliminal Message:Resourceful, public relations, responsible professional


Objective Assessment on the Tourism Distribution Channel

10 items quiz will be given to the students.

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travel intermediaries in the tourism industry?

References:








65

Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

Module Number and Heading: 8.2 Tourism Distribution Channel

Lesson Number and Title: 8.2 Travel Intermediaries


1. identify the different types of travel intermediaries;2. explain the roles and responsibilities of travel intermediaries;3. identify the different types of specialty intermediaries.



Hand-outs

The students are asked to research through the internet the different travel intermediaries and identify the different roles of these intermediaries in the tourism industry

From the researches of the discussion on the different students, a participative discussion on the different travel intermediaries will be executed.

The teacher will give emphasis on the types of travel intermediaries such as:Specialty travel agenciesDestination Management OrganizationTour operators

In line with this, the teacher also explains the roles and responsibilities of travel intermediaries.


1. What is the role of the travel intermediaries in the travel and tourism industry?

2. Given the opportunity to be employed in the travel and tourism industry like agency or ticketing office, what could possibly be your roles and responsibilities?

3. How can you promote tourism in your own little ways?

Subliminal Message:Professionalism, resourcefulness, public

Objective assessment on the different travel intermediaries, roles and responsibilities of travel intermediaries.

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relations


References:








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Prepared by:


Date:

Oct. 27, 2009

Reviewed by:


Date:

Oct. 30, 2009

Approved by:


Date:

Oct 31, 2009

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Documents

Teaching Guide Tourism Marketing