ENTRETOUR
TOURISM ENTREPRENEURSHIP AS A
LONG LASTING MODEL
Generating profitable, workable and sustainable business in the
tourism sector
INTELLECTUAL OUTPUT 2
Report of the 5 Key Learning Outcomes
February 2015
This project has been funded with support from the European Commission. This publication [communication] reflects the views
only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained
therein.
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Contents
Introduction ........................................................................................................................ 4
Elaboration Procedure ......................................................................................................... 5
First version pf the Learning Outcomes ................................................................................. 7
Internal validation ............................................................................................................. 21
Second Version of the Learning Outcomes .......................................................................... 22
Validation of the Learning Outcomes by external experts ................................................... 35
Final Version...................................................................................................................... 37
Annex 1 – Table for the description of the Learning Outcomes ............................................ 50
Annex 2 – Questionnaire for the external validation ........................................................... 51
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ENTRETOUR Project Partners
BASQUETOR
SPAIN - Coordinator
Ms. Naiara Ayo
INOVA+
PORTUGAL
Ms. Ana Ribeiro
FONDO FORMACIÓN EUSKADI S.L.L
SPAIN
Ms. Lorena Corral
RTD TALOS LIMITED
CYPRUS
Ms. Antri Theodorou
WINNOVA
FINLAND
Ms. Sari Asumalahti
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Introduction
“ENTRETOUR – Tourism Entrepreneurship as a Long Lasting Model” is a project co-funded by
the European Commission (ERASMUS + Programme), which includes 5 partners from Cyprus,
Finland, Portugal and Spain.
ENTRETOUR aims at providing entrepreneurs with the tools and methods to keep their business
open after the second year. Its main goal is to develop an e-learning course with digital learning
modules uploaded on a web platform and a website for interactive on-line learning, in order to give
tools to the entrepreneurs for a long lasting business.
In short, ENTRETOUR wants to provide the entrepreneurs with the tools and methods to face the
challenges of self-employment despite the current economic situation, the current consumer
environment and make them not to spend less than before.
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Elaboration Procedure
During the first months of the project, a research was made toidentify the Training Needs and Best
Practices in Tourism sector. For this research different activities were performed: desk study
(analysis of bibliographic resources, support Tools, Stakeholders list, SWOT analysis);
interviews/questionnaires to 10 successful businesses, 5 unsuccessful businesses and 2 Support
bodies and; elaboration of National Reports.
From the analysis of the National Reports a structured performance proposal (PROCESSES MAP)
was described, the path to follow for the successful implementation of the businesses in the
tourism sector and for its maintenance after the second year of activity.
Figure 1. Processes Map
Various conditions were identified as critical to maintain a business (e.g. funding), but ENTRETOUR
is focused on those conditions which can be addressed through training. In this context, from the
analysis of the questionnaires and interviews five learning outcomes were identified:
- Soft skills: risk taking; creativity and resilience;
- Strategic management;
- Marketing;
- e-marketing;
- Networking and communication.
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These learning outcomes have to be described in terms of knowledge, skills and competences
according to the European Qualification Framework (http://ec.europa.eu/ploteus/). For the
description of the LO was used the Common Guide (methodology and tools for the description of
the Learning Outcomes) developed in the project. See tools used in annex 1.
First version pf the Learning Outcomes
NAME OF THE LEARNING OUTCOME SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR
DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the
Tourism sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and
Resilience.
Unit 1 Creativity
Knowledge Skills Competences
Understand and define the “process” of creativity; Analyse, evaluate and apply a wide range of
creativity techniques (such as
brainstorming);
Use creativity techniques for the success of
the business in the Tourism sector
independently;
Understand the main barriers to creativity;
Find solutions to your unexpected
challenges/problems;
Monitor and overcome the obstacles to
creativity in the Tourism Sector ;
Learn to identify hidden creative strengths; Develop and implement creative ideas that
ensure the continuous personal
development and the preparation of new
entrepreneurial initiatives;
Foster/challenge the auto reflection of the
team to promote creative thinking in the
workplace;
Understand what elements foster a creative culture
and what distinguishes creative organisations.
Analyse the good practises regarding
creative thinking in successful companies.
Stimulate good practises on creativity to
promote the success of the business;
Unit 2 Risk Taking
Knowledge Skills Competences
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Define and classify risks for businesses; Analyse risks specific of the Tourism Sector; Monitor/assess the risks for the business
independently;
Identify the benefits of risk taking in businesses; Understand how risk culture can be a crucial
factor in the success of organisations;
Encourage and recognise risk taking in
yourself and others;
Have the knowledge of assessment tools; Understand the different types of risk taking
assessment tools;
Use different types of risk assessment tools
independently;
Gather practical techniques for risk taking
management.
Apply a set of practical techniques to act on
risk.
Instruct the work team to apply practical
techniques
Unit 3 Resilience
Knowledge Skills Competences
Define resilience and explain the its benefits;
Develop personal resilience and apply this
capacity in a business in the Tourism Sector;
Foster resilience in the work place in order to
achieve success;
Identify Resilience assessment tools; Analyse your own resilience and identify hot
spots for improvement;
Recommend the tools to develop personal
and professional resilience to the work team;
Describe the greater importance of resilience in
challenging times;
Develop the ability to respond positively to
change.
Monitoring the change impact applying
corrective actions autonomously;
Gather practical techniques for a higher resilience. Develop a resilience map to be used in your
personal and professional lives.
Build a resilience-at-work action plan and be
enabled to achieve your goals and the goals of
the work team.
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NAME OF THE LEARNING OUTCOME STRATEGIC MANAGEMENT IN MICRO AND SMALL COMPANIES IN TOURISM SECTOR
DEFINITION Develop and implement plans or strategies designed and defined specifically by the business in order to
achieve the stated objectives.
This learning Outcome is divided in four Learning units: Development of a Business Plan, Management
(Management and control of the activity, and Administrative and financial management), and
Administrative and financial management and Strategic Planning
Unit 1 Development of Business Plans
Knowledge Skills Competences
Student will know / have:
-Identify and describe all the components of a Business
Plan:
Mission statement and/or vision statement
Description of you company and product or
service;
Description of how your product or service is
different;
Market analysis
Description of your management team
How you plan to market the product or
service;
Analysis SWOT
Develop a cash flow statement Search
Student will have the ability to:
-Analyse each of the components of the Business
Plan.
Student will be able to:
-Design a valid Business Plan specific for the
business.
- Have knowledge of communication skills, teamwork, -Analyse the different motivational techniques to -Lead the team in order to achieve the objectives
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motivation, etc. use to ensure that the involvement and
satisfaction human resources influence positively
in the business.
established in the Business Plan
Unit 2 Management and control of the activity of the micro and small companies
Manage the daily activities of the company and resources, based on business plan and the budget
available to ensure the sustainability of the company.
Knowledge Skills Competences
Student will know / have:
- Know the business plan, marketing plan, etc., and the
actions defined on it, resources and available budget.
- Understand different ICT (computer, printer, scanner,
Internet, email, etc.) as well as specific management
applications (management of supply, stocks, .etc.) for
the daily management tools.
- Know quality management systems, environment
systems and occupational health and safety systems,
and its procedures.
Student will have the ability to:
- Develop a work plan with defined tasks,
deadlines and responsible for the daily
management.
- Skilfully handle different applications and
management tools.
- Define the actions, procedures, responsible and
deadlines for the implementation of quality
management systems, environment systems and
occupational health and safety systems.
Student will be able to:
- Manage the daily activities of the company
(purchase of raw materials, storage, etc.)
planning actions, assigning resources and
controlling processes to optimize results.
-Integrate different ICT tools in daily
management.
- Apply the rules of occupational health and
safety when necessary.
- Set (if necessary) quality management systems
and environment systems in the company,
implementing and controlling the necessary
procedures.
Unit 3 Administrative and financial management
Perform administrative and economic financial management to operate the business taking in account the
regulation in force.
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Knowledge Skills Competences
Student will know / have:
- Know the different administrative procedures for
setting up, star up, etc.
- Know the administrative and financial rules
applicable to business; administrative steps, payments,
accounting, etc.
- Identify sources of funding: own funds, grants, credits,
..
- Identify specific applications for administrative and
financial management.
Student will have the ability to:
- Analyse existing rules and procedures and select
those applicable to the business.
- Define the actions, procedures, responsible and
deadlines for ensuring fulfilment with the
administrative and financial economic rules.
Student will be able to:
- Implement the business successfully for both
on the constitution and on the star up.
- Perform the necessary administrative and
economic financial steps to ensure the proper
functioning of the business in compliance with
the regulation in force (social security, finance,
etc.)
- Know the regulations in force to management the
Human Resources.
- Define the necessary task for human resources
management actions: hiring, compensation,
training, internal communication.
-Manage human resources (recruitment,
outsourcing, etc.) of the business, fostering
communication, motivation, teamwork, etc.
ensuring their involvement and achievement of
objectives.
Unit 4 Strategic Planning
Describe the business process to define its strategy, or direction, and making decisions on allocating its
resources to pursue this strategy.
Knowledge Skills Competences
Student will know / have:
- Describe the strategic objectives to be achieved, and
define the activities to be undertaken to identify and
Student will have the ability to:
- Analyse the current situation of the company and
the environment.
Student will be able to:
- Lead the team in order to achieve the
Strategic objectives.
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assess different business opportunities.
- Determine the business marketing strategy defining
the marketing mix variables for market position.
- Predict the needs of the (internal and external)
market, to act properly.
-Design a valid marketing plan for the business.
- Have knowledge of analytical tools and techniques
used in strategic planning such as: swot analysis,
balanced scorecards and strategy maps, growth-share
matrix, etc.
-Skilfully handle different applications and
management tools
-Integrate the analytical tool in the business
management.
- Plan the organization of business identifying needs,
determining resources and establishing control
mechanisms for efficient and continuous operation of
the small business.
- Define the actions, procedures, responsible and
deadlines for ensuring fulfilment with the
strategic plan.
- Monitor work process to achieve the plan of
action of the company
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NAME OF THE LEARNING OUTCOME THE BASICS OF MARKETING IN TOURISM
DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he
familiarises her/himself with the competitive factors of marketing and concentrates on gathering
knowledge on customers, products and services S/he also learns how to price and productize customer-
oriented tourism products, packages or services. In the marketing communications of tourism services the
student plans, implements and follows marketing communications measures in tourism.
Unit 1 Productisation and pricing of tourism services
Knowledge Skills Competences
The student has the basic knowledge of the competitive
factors of marketing: product, price, availability
Economical functioning in various stages of
tourism services: s/he acts economically and
independently, taking into account what makes up
theprice of tourism products and services, and
knows how s/he can actively influence the
outcome
Interaction and co-operation: the student
behaves flexibly and according to the demands of
the situation towards cooperation partners and
in one’s own working community,
respecting the individuality of customers and
appreciating his/her work and working
community .
The student is able to offer the tourism services of an
enterprise
and area and retrieve information
Securing customer satisfaction: listens to and
inquires with interest after customers’
experiences, forwards the feedback within the
enterpriseand takes part in the improvements
following the feedback Self assessment: assesses
the success of his/her own actions and work at the
different stages of theaction, provides
motivationsfor his/her assessment, strengths and
High-quality activity: The student assesses
sustainable economic and environmental aspects
as a competitive factor in the enterprise or
organisation
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possibilities.
In his/her work, the student utilises the knowledge of
customer groups and seasonal variations in the tourism
industry: s/he is able to report on the range of products
and services
The student cooperates with service producers
and implementers. S/he prepares presentation
materials, internet sites or other electronic
material.
The student observes good manners and acts
according to the demands of changing situations
by following vocational ethics
Setting the prices for products and services: the
student sets the prices for products or services and
assesses what makes up the price
The student comes up with ideas, plans, assembles
and sets the prices for tourism productsor
services for different customer groups,
offeringvarious options
The student assesses his/her own work and is
eager and unafraid to learn newthings
Unit 2 Marketing communications in tourism services
Knowledge Skills Competences
Knowledge of customers, packages and services: the
student searches and finds customer and package
information and according to the demands of the
situation
The planning of marketing communication
measures in tourism: the student plans and
comes up with ideas for marketing
communications for customer groups, in a team or
in a joint marketing organisation, or searches for
new resorts and customer groups
Learning and problem solving: The student finds
suitable and appropriate ways for
executingmarketing communication measures
for different customers or customer groups
The budgeting of marketing communications
measures: The student prepares a small-scale
budgetfor marketing communication measures.
The student implements marketing
communication measures.
Producing and distributing materials
formarketing communications measures:the
student produces, according to instructions,
Interaction and co-operation: the student
presents, sells or markets tourism packages or
servicesin different situations
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materials formarketing communication measures.
The use of market research: the student
independently utilises different customer surveys
and statistics.
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NAME OF THE LEARNING OUTCOME COMMUNITY MANAGER FOR SMALL AND MICRO ENTERPRISES IN TOURISM SECTOR
DEFINITION Build, manage and administrate one or more communities around the identity of the organization and / or
its brand, creating and maintaining stable and lasting relationships with potential buyers, customers,
partners, collaborators, followers ...
Unit 1 Define and establish the Digital Communication Plan (social networks and web 3.0)
Analyze our company, the market and potential clients/customers for our business and choose which are
the most important and suitable networks that can help us to increase the profit.
Knowledge Skills Competences
- Know our business and from which products we can
get more profit by using the digital communication
(social networks and web 3.0)
- Analyze the different products of our business
according to customers’ demands and the market
needs.
- Assess the possibility of increasing the profit of
our business and products through digital
communication (social networks and Web 3.0).
Integrate the digital communication (social
networks and web 3.0) in the business
management to increase its profit.
Identify and describe the points of a Digital
Communication Plan (social networks and web 3.0)
(prepare at the same time that the Business Marketing
Plan):
- Planning of the Digital Communication:
Structure and functions, identifying
opportunities and SWOT analysis, market
analysis, customers analysis,..
- Products Policy: characteristics of the product,
- Analyze each of the points of the Digital
Communication Plan (social networks and Web
3.0).
- Search for information regarding to the Digital
Communication Plan, product policy, and digital
communication policy.
- Analyze current regulations affecting the
business and digital media (social networks and
web 3.0).
Design a valid and updated Digital
Communication Plan (social networks and web
3.0) specific for our business and products.
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product lifecycle, market position,..
- Networking: Alliances, networks
relationships,.
- Digital Communication Policy: what and how
communicate, communication through social
media, internet,..; communication tools;..
Unit 2 Organization and implementation of digital communication media
Implement the Company Digital Communication Plan in medium and long term to manage our business
in social networks.
Knowledge Skills Competences
- Know the different possibilities of digital
communication:
- Web 3.0
- Blogs
- Social Networks: Facebook, Twitter, Linkedin,
Pinterest e Instagram, Google +
- Know what is a “content curator” and the benefits for
our company.
- Know how to put our business in Internet search
engines, SEO (Search Engine Optimization) and SEM
(Search Engine Marketing)
- Analyze the possibilities that different
communication media offer to our business
selecting the most appropriate ones according to
our needs and costumers and market demands.
- Manage the communication media in an
appropriate way and with the skills necessaries to
achieve the aims defined in the Digital
Communication Plan.
- Develop actions to put the business in the search
engines.
- Plan a Strategy in the Social Networks, defining
the aims and understanding what we can get
from each main network.
- Be active and revitalize the Social Networks, as
well as update the digital contents about our
business in the networks.
- Put the company/brand in the more known
and used search engines.
- Update the knowledge about the new
communication opportunities.
- Know Community Management Tools.
- Know the actions defined in the Digital
Communication Plan for its implementation.
- Define the actions to implement the Digital
Communication Plan establishing tasks,
responsible people, deadlines and performance
- Perform the actions of Digital Communication
Plan (social networks and web 3.0) according to
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- Know how to organize the work, define tasks and
assign responsible people, and define execution time.
indicators. Necessary tools for the implementation
will be designed.
- Describe a working plan with defined tasks and
deadlines (establish a working routine) for
maintaining and revitalizing the Social Networks
and web 3.0.
the establish activities, deadlines, verification
results,...
- Implement the working routine in our business
to manage the presence of our business in Social
Networks in a medium and long term.
Unit 3 Verification and control of the Digital Communication Plan implementation (social networks and web
3.0)
Verification of the performed actions according to the established communication plan and adapt these
actions (if necessary) according to the results.
Knowledge Skills Competences
- To know the Digital Communication Plan and the
indicators used for assessing the degree of
performance of the established actions.
- Identify the media and tools designed for the
verifying process (assessment process).
- Collect the necessary data during the control and
verification process using the designed tools.
- Analysed the results collected during the control
and verification process and check the degree of
performance according to the objectives
established in the Digital Communication Plan.
- Redefine the Digital Communication Plan
(Social Networks and web 3.0) according to the
obtained results in the assessment.
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NAME OF THE LEARNING OUTCOME THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM
DEFINITION Define the learning outcome in a quick and concrete way.
Unit 1 Communication
Knowledge Skills Competences
Communication: what is it?
Process of understanding and sharing meaning.
Exchange of thoughts, messages, or information, as by
speech, visuals, signals, writing, or behavior.
It is the process of sending and receiving messages or
transferring information from one part (sender) to
another (receiver)
Ability to reach a target group within or out of the
company organization with a well defined
message and using the available media. Prompt
and appropriate use of media to facilitate
dissemination of business info.
Clarity in the concepts and expressions
- Fluency and command of the language
- The ability to work through personal ideas and
concepts, adapting the style of expression to the
audience needs
Is able to provide and ask for information at the
interpersonal level and within a working group;
Is able to adapt own communication styles and
strategies to the needs of the environment and
the individual and collective audience;
Is able to distinguish between interactive and
communicative contexts, recognizing the specific
communication and feedback strategies adopted
by other colleagues, top levels, co-workers;
Types of communication: verbal, non-verbal, electronic
communication
Communicates by using the expected norms for
the medium chosen
Understands the abilities and limitations of any
technological communication, from phone calls to
e-mails to instant messages
Encodes messages into words, sentences, and
paragraphs for the purpose of communicating to a
person who is removed by distance, time, or both
Is able to encode and decode verbal and
nonverbal messages and those sent using
support of a different nature.
Email uses to interact to transmit and receive
computer generated texts and documents.
Networking software/ blogs
Video conferencing/ meeting organization
Is able to give and receive information with the
help of tools (verbal communication, written
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form, telephone, computer-aided etc.)
Unit 2 Networking
Knowledge Skills Competences
The student knows the definition of Networking and
the means of networking.
Student knows how to approach effectively clients
and other related entrepreneurs/ companies in
Tourism sector
The student has the skill to ask questions, knows
when to speak
The student has the ability to participate in
networking events and represent his/her
company effectively.
Networking using social media (LinkedIn, Facebook,
twitter)
The student knows how to communicate in social
media networks.
The student knows how to create company’s
network by participating in foro and pages of
relevant organizations and companies.
The student knows how to organize networking
events related to tourism sector.
The student knows how to search for networking
events and discussions related to tourism sector.
Internal validation
During the month of November, partners made an internal validation about the Learning
Outcomes developed. In the meeting of Porto, 3rd and 4th December 2015 the results
obtained during the evaluation were put in common. Mainly the suggestions made were:
- Reformulate the descriptors of knowledge, skills and competence used in the LO using the
active verbs that are included in the Common Guide.
- Adapt the description of the Learning Outcomes to the number of hours of the training
resources that will be developed.
- Change the order of the units of LO Communication and Networking; Soft Skills.
- LO e-marketing: eliminate the terms “community”, include Unit 3 in unit 2.
- LO Communication and Networking: give more importance to the unit Networking due to the
importance for keeping their business open after the second year.
Second Version of the Learning Outcomes
NAME OF THE LEARNING
OUTCOME
SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR
DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the Tourism
sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and Resilience.
Unit 1 Risk Taking
Knowledge Skills Competences
Define and classify risks for businesses; Analyse risks specific of the Tourism
Sector;
Monitor/assess the risks for the
business independently;
Identify the benefits of risk taking in
businesses;
Understand how risk culture can be a
crucial factor in the success of
organisations;
Encourage and recognise risk taking in
yourself and others;
Have the knowledge of assessment tools; Understand the different types of risk
taking assessment tools;
Use at least one type of risk assessment
tools independently;
Gather practical techniques for risk taking
management.
Apply a set of practical techniques to act
on risk.
Instruct the work team to apply practical
techniques
Unit 2 Creativity
Knowledge Skills Competences
Understand and define the “process” of
creativity;
Analyse, evaluate and apply a wide range
of creativity techniques (such as
Use creativity techniques for the success
of the business in the Tourism sector
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brainstorming); independently;
Understand the main barriers to creativity;
Find solutions to your unexpected
challenges/problems;
Monitor and overcome the obstacles to
creativity in the Tourism Sector ;
Learn to identify hidden creative strengths; Develop and implement creative ideas
that ensure the continuous personal
development and the preparation of new
entrepreneurial initiatives;
Foster/challenge the auto reflection of
the team to promote creative thinking in
the workplace;
Understand what elements foster a creative
culture and what distinguishes creative
organisations.
Analyse the good practises regarding
creative thinking in successful companies.
Stimulate good practises on creativity to
promote the success of the business;
Unit 3 Resilience
Knowledge Skills Competences
Define resilience and explain the its benefits;
Develop personal resilience and apply
this capacity in a business in the Tourism
Sector;
Try to foster resilience in the work place
in order to achieve success;
Identify Resilience assessment tools; Analyse your own resilience and identify
hot spots for improvement;
Recommend the tools to develop
personal and professional resilience to
the work team;
Describe the greater importance of resilience
in challenging times;
Develop the ability to respond positively
to change;
Monitoring the change impact applying
corrective actions autonomously;
Gather practical techniques for a higher
resilience.
Develop a resilience map to be used in
your personal and professional lives.
Monitor a resilience-at-work action plan.
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NAME OF THE LEARNING
OUTCOME
STRATEGIC MANAGEMENT
DEFINITION With this Learning Outcome the student will be able to develop and implement plans or strategies designed and defined
specifically by the business in order to achieve the stated objectives.
This learning Outcome is divided in two Learning units: Management (Management and control of the activity, and
Administrative and financial management) and Strategic Planning.
Unit 1 Management
Manage the daily activities of the company and resources, based on business plan and the budget available to ensure the
sustainability of the company.
Perform administrative and economic financial management to operate the business taking in account the regulation in
force.
Knowledge Skills Competences
Student will know / have:
- Know the business plan, marketing plan*, etc., and the
actions defined on it, resources and available budget.
- Understand different ICT (computer, printer, scanner,
Internet, email, etc.) as well as specific management
applications (management of supply, stocks, .etc.) for
the daily management tools.
- Know quality management systems, environment
systems and occupational health and safety systems,
and its procedures.
*(this knowledge can be extended in LO Marketing in
Student will have the ability to:
- Develop a work plan with defined tasks,
deadlines and responsible for the daily
management.
- Utilize different applications and management
tools.
- Define the actions, procedures, responsible and
deadlines for the implementation of quality
management systems, environment systems and
occupational health and safety systems.
Student will be able to:
- Manage the daily activities of the company
(purchase of raw materials, storage, etc.)
planning actions, assigning resources and
controlling processes to optimize results.
-Integrate different ICT tools in daily
management.
- Apply the rules of occupational health and
safety when necessary.
- Set (if necessary) quality management systems
and environment systems in the company,
implementing and controlling the necessary
25
tourism) procedures.
Student will know / have:
- Know the different administrative procedures for
setting up, consolidation, etc.
- Know the administrative and financial rules
applicable to business; administrative steps, payments,
accounting, etc.
- Identify sources of funding: own funds, grants, credits,
...
- Identify specific applications for administrative and
financial management.
Student will have the ability to:
- Analyze existing rules and procedures and select
those applicable to the business.
- Define the actions, procedures, responsible and
deadlines for ensuring fulfilment with the
administrative and financial economic rules.
Student will be able to:
- Implement the business successfully for both
on the constitution and on the consolidation.
- Perform the necessary administrative and
economic financial steps to ensure the proper
functioning of the business in compliance with
the regulation in force (social security, finance,
etc.)
Unit 2 Strategic Planning
Describe the business process to define its strategy, or direction, and making decisions on allocating its resources to
pursue this strategy.
Knowledge Skills Competences
Student will know / have:
- Describe the strategic objectives to achieve, and
define the activities to be undertaken to identify and
assess different business opportunities.
Student will have the ability to:
- Analyze the current situation of the company and
the environment.
Student will be able to:
- Lead the team in order to achieve the
Strategic objectives.
- Have knowledge of analytical tools and techniques
used in strategic planning such as: swot analysis,
-Utilize properly different applications and
management tools
-Integrate the results in the business
management.
26
balanced scorecards and strategy maps, growth-share
matrix, etc.
- Be aware of the needs of the Plan of the organization
of business identifying needs, determining resources
and establishing control mechanisms for efficient and
continuous operation of the small business.
- Plan the organization Plan
- Define the actions, procedures, responsible and
deadlines for ensuring fulfilment with the
strategic plan.
- Monitor work process to achieve the plan of
action of the company
- Know the regulations in force to management the
Human Resources.
- Define the necessary task for human resources
management actions: hiring, compensation,
training, internal communication.
-Manage human resources (recruitment,
outsourcing, etc.) of the business, fostering
communication, motivation, teamwork, etc.
ensuring their involvement and achievement of
objectives.
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NAME OF THE LEARNING
OUTCOME
THE BASICS OF MARKETING IN TOURISM
DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he familiarises her/himself
with the competitive factors of marketing and concentrates on gathering knowledge on customers, products and services
S/he also learns how to price and productize customer-oriented tourism products, packages or services. In the marketing
communications of tourism services the student plans, implements and follows marketing communications measures in
tourism.
Unit 1 Productisation and pricing of tourism services
Knowledge Skills Competences
to have knowledge of the competitive factors of
marketing: product, price, availability
to conduct economically in various stages of
tourism services: taking into account what
makes up the price of tourism products and
services, and how s/he can actively influence
the outcome
to act independently according to the
demands of the situation towards
cooperation partners and in one’s own
working community, respecting the
individuality of customers and appreciating
his/her work and working community .
to present in order to be able to offer tourism
services of an enterprise and area and retrieve
information
to generate customer satisfaction: by listening
to and inquiring with interest after
customers’ experiences to forward the
feedback within the Enterprise
to assess the success of his/her own actions
and work at the different stages of action
to monitor sustainable economic and
environmental aspects as a competitive
factor in the enterprise or organisation
to have the knowledge of various customer groups
and seasonal variations in the tourism industry
To compile and prepare presentation
materials, internet sites or other electronic
To act independently according to the
demands of changing situations by following
28
to report on the range of products and services material. vocational ethics
To know how to set the prices for products and
services: the student sets the prices for products or
services and assesses what makes up the price
To plan, assemble and set the prices for
tourism products or services for different
customer groups, offering various options
To assess his/her own work
To act independently and to be eager to learn
new things
Unit 2 Marketing communications in tourism services
Knowledge Skills Competences
To have the Knowledge of customers, packages and
services
To plan marketing communication measures
in tourism: the student plans and comes up
with ideas for marketing communications for
customer groups, in a team or in a joint
marketing organisation, or searches for new
resorts and customer groups
To monitor and assess suitable and
appropriate ways for executing marketing
communication measures for different
customers or customer groups
To write a small-scale Budget for marketing
communication measures.
To carry out marketing communication
measures.
To produce and distribute materials for
marketing communications measures
To utilize different customer surveys and
statistics
To act independently by presenting, selling
or marketing tourism packages or services in
different situations
29
NAME OF THE LEARNING
OUTCOME
e-MARKETING
DEFINITION Build, manage and administrate one or more networks around the identity of the organization and / or its brand, creating and
maintaining stable and lasting relationships with potential buyers, customers, partners, collaborators, followers ...
Unit 1 Define and establish the Digital Communication Plan (social networks and web 3.0)
Analyze our company, the market and potential clients/customers for our business and choose which are the most important
and suitable networks that can help us to increase the profit.
Knowledge Skills Competences
Identify and describe the points of a Digital
Communication Plan (social networks and web 3.0)
(prepare at the same time that the Business Marketing
Plan):
- Planning of the Digital Communication: Structure
and functions, identifying opportunities and
SWOT analysis, market analysis, customers
analysis,..
- Products Policy: characteristics of the product,
product lifecycle, market position,..
- Networking: Alliances, networks relationships,.
- Digital Communication Policy: what and how
communicate, communication through social
media, internet,..; communication tools;..
- Analyze each of the points of the Digital
Communication Plan (social networks and Web 3.0).
- Search for information regarding to the Digital
Communication Plan, product policy, and digital
communication policy.
- Analyze current regulations affecting the business
and digital media (social networks and web 3.0).
- Design a valid and updated Digital Communication
Plan (social networks and web 3.0) specific for our
business and products.
- Integrate the digital communication (social
networks and web 3.0) in the business
management to increase its profit.
30
Unit 2 Organization and implementation of digital communication media
Implement the Company Digital Communication Plan in medium and long term to manage our business in social networks.
Knowledge Skills Competences
- Know the different possibilities of digital
communication:
- Web 3.0
- Blogs
- Social Networks: Facebook, Twitter, Linkedin,
Pinterest e Instagram, Google +
- Know what is a “content curator” and the benefits for
our company.
- Know how to put our business in Internet search
engines, SEO (Search Engine Optimization) and SEM
(Search Engine Marketing)
- Analyze the possibilities that different
communication media offer to our business
selecting the most appropriate ones according to
our needs and costumers and market demands.
- Manage the communication media in an
appropriate way and with the skills necessaries to
achieve the aims defined in the Digital
Communication Plan.
- Develop actions to put the business in the search
engines.
- Plan a Strategy in the Social Networks, defining
the aims and understanding what we can get from
each main network.
- Be active and revitalize the Social Networks, as
well as update the digital contents about our
business in the networks.
- Put the company/brand in the more known and
used search engines.
- Update the knowledge about the new
communication opportunities.
- Know Management Tools for digital communication.
- Know the actions defined in the Digital Communication
Plan for its implementation.
- Know how to organize the work, define tasks and assign
responsible people, and define execution time.
- Define the actions to implement the Digital
Communication Plan establishing tasks, responsible
people, deadlines and performance indicators.
Necessary tools for the implementation will be
designed.
- Describe a working plan with defined tasks and
deadlines (establish a working routine) for
maintaining and revitalizing the Social Networks and
- Perform the actions of Digital Communication Plan
(social networks and web 3.0) according to the
establish activities, deadlines, verification results,...
- Implement the working routine in our business to
manage the presence of our business in Social
Networks in a medium and long term.
31
web 3.0.
- To know the Digital Communication Plan and the
indicators used for assessing the degree of performance
of the established actions.
- Identify the media and tools designed for the verifying
process (assessment process).
- Collect the necessary data during the control and
verification process using the designed tools.
- Analysed the results collected during the control
and verification process and check the degree of
performance according to the objectives
established in the Digital Communication Plan.
- Redefine the Digital Communication Plan (Social
Networks and web 3.0) according to the obtained
results in the assessment.
32
NAME OF THE LEARNING
OUTCOME
THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM
DEFINITION Undoubtedly networking is an essential strategy for business development and exploration. With this learning
outcome the student will be able to learn how to develop networking skills, through communication process (verbal,
non-verbal, electronic) and eventually to use networking activities as a critical success factors for a tourist company.
Unit 1 Communication
Knowledge Skills Competences
Communication: what is it?
Process of understanding and sharing meaning.
Exchange of thoughts, messages, or information,
as by speech, visuals, signals, writing, or behavior.
It is the process of sending and receiving
messages or transferring information from one
part (sender) to another (receiver).
Ability to reach a target group within or out of the
company organization with a well defined
message and using the available media. Prompt
and appropriate use of media to facilitate
dissemination of business info.
Is able to provide and ask for information at the
interpersonal level and within a working group.
Is able to adapt own communication styles and
strategies to the needs of the environment and
the individual and collective audience;
Types of communication: verbal, non-verbal,
electronic communication.
Communicates by using the expected norms for
the medium chosen.
Understands the abilities and limitations of any
technological communication, from phone calls to
e-mails to instant messages
Encodes messages into words, sentences, and
paragraphs for the purpose of communicating to
a person who is removed by distance, time, or
Is able to encode and decode verbal and
nonverbal messages and those sent using
support of a different nature.
Email uses to interact to transmit and receive
computer generated texts and documents.
Networking software/ blogs
Is able to give and receive information with the
help of tools (verbal communication, written
form, telephone, computer-aided etc.)
33
both
Brand Communication: what is it?
primary integrative element in managing brand
relationships with customers, suppliers,
employees, the media, channel members,
government regulations and community
ability to develop and maintain a long-term
relationship with their customers
ability to adopt relationship marketing
increase awareness and higher recall, in order to
customers will buy the brand which has the
higher recall
Is able to create strong communication links with
costumers
Is able to communicate by using social media and
especially twitter (dialogic communication
between companies and consumers/customers)
Unit 2 Networking
Knowledge Skills Competences
Definition of Networking and the means of
networking.
Knows how to approach effectively clients and
other related entrepreneurs/ companies in
Tourism sector.
Is able to develop his business networking plan
and strategy
Understand and define the ‘process’ of
networking
Evaluate and apply a wide range of networking
activities
Use networking for the success of the company
Networking using social media (LinkedIn,
Facebook, twitter)
Manage your social media network in such a way
to get high brand visibility.
Is able to organize networking events related to
tourism sector.
Is able to create discussion forums related to
tourism sector.
Farming mentality. Networking is like that. While
there are things you can do to make it go a little
faster, it’s still all about relationships and building
trust. If you push it too fast, you end up with
networking vinegar instead of a networking
Develop a networking team which is there to
keep an eye out for potential clients. If you
communicate exactly what type of client you’re
looking for, better and more qualified referrals
will result. This skill set is especially productive
Use your network. As you become more and
more visible in your business community, you’ll
develop credibility. People will recognize that
you’re here for the long haul, and you’ll begin to
receive quality referrals. So look for
34
referral relationship. when you’re meeting weekly with a strong-
contact network. The difference between trying
to say it all and focusing on one aspect of your
business each week is huge.
opportunities to make yourself more visible.
Think out of the box—be creative!
Validation of the Learning Outcomes by external experts
During the transnational meeting in Porto was decided to ask for an extrernal validation of the
Learning Outcomes in order to have a complete feedback. Six experts took part in the validation:
Name of the person Mr Pablo Almaraz Ruiz de Eguilaz
Field of work Training and Development
Organisation Chamber of Commerce and Industry of Alava
Learning Outcome validated Strategic Management
Name of the person Ms Syrjälä Sari
Field of work Department of Tourism, Vocational teacher
Organisation WINNOVA, West Coast Education Ltd
Learning Outcome validated Soft skill: risk taking, creativity and resilience
Name of the person Ms Ruth González
Field of work Airport promotion technician
Organisation VIA- Vitoria International Airport
Learning Outcome validated Soft skill: risk taking, creativity and resilience
Name of the person Mrs Riitta Alamäki
Field of work Department of Tourism, Vocational teacher
Organisation WINNOVA, West Coast Education Ltd
Learning Outcome validated e-marketing
Name of the person Maria Stylianou
Field of work Manager – Limassol tourism board
Organisation Limassol chamber
Learning Outcome validated All
Name of the person Michalis Savva
Field of work VET expert
Organisation Open University Cyprus
Learning Outcome validated All
36
The feedback obtained was:
SOFT SKILL: RISK TAKING, CREATIVITY AND RESILIENCE
Resilience is the most important unit (feedback 1)
Leave out unit 3 resilience (feedback 2) due to the time limit.
Term “soft skills” is too vague and large in meaning. Preferable a more concrete title.
Time: depending on the number of exercises it could be ok or few hours.
References:
-For risk-taking there are interesting articles online:
http://www.forbes.com/2010/01/20/greatest-risk-they-took-entrepreneurs-management-risk.html
an article called “The greatest risks they ever took” where 34 entrepreneurs, athletes, celebrities tell about their own personal experiences on risk-taking
-another article on the site of www.entrepreneur.com:
http://www.entrepreneur.com/article/238319
called 7 risks every entrepreneur must take
For creativity there are many online test where a learner could first test his/her own level of creativity for example in www.testmycreativity.com
STRATEGIC MANAGEMENT
The LO is very important. Unit 2 has the most important aspects.
Title: could be more friendly: Planning and Management
Order of the Modules: Change them. First, strategic planning and second, management of the strategic plan.
Time: 20 hours is not enough for people without experience
References:
The Canvas Model
Mind maps as a useful tool
Book of Jack Trout
E-MARKETING
There are some references to business plan which is also described in the Strategic Management Learning Outcomes, but consider that the approach is different.
MARKETING
No remarks
NETWORKING AND COMUNICATION
No remarks
Final Version Version of the Learning Outcomes with the feedback of both validations: internal by the organisation partners of the consortium and external by experts.
NAME OF THE LEARNING
OUTCOME
SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR
DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the Tourism
sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and Resilience.
Unit 1 Risk Taking
Knowledge Skills Competences
Define and classify risks for businesses; Analyse risks specific of the Tourism
Sector;
Monitor/assess the risks for the
business independently;
Identify the benefits of risk taking in
businesses;
Understand how risk culture can be a
crucial factor in the success of
organisations;
Encourage and recognise risk taking in
yourself and others;
Have the knowledge of assessment tools; Understand the different types of risk
taking assessment tools;
Use at least one type of risk assessment
tools independently;
Gather practical techniques for risk taking
management.
Apply a set of practical techniques to act
on risk.
Instruct the work team to apply practical
techniques
Unit 2 Creativity
Knowledge Skills Competences
Understand and define the “process” of
creativity;
Analyse, evaluate and apply a wide range
of creativity techniques (such as
Use creativity techniques for the success
of the business in the Tourism sector
38
brainstorming); independently;
Understand the main barriers to creativity;
Find solutions to your unexpected
challenges/problems;
Monitor and overcome the obstacles to
creativity in the Tourism Sector ;
Learn to identify hidden creative strengths; Develop and implement creative ideas
that ensure the continuous personal
development and the preparation of new
entrepreneurial initiatives;
Foster/challenge the auto reflection of
the team to promote creative thinking in
the workplace;
Understand what elements foster a creative
culture and what distinguishes creative
organisations.
Analyse the good practises regarding
creative thinking in successful companies.
Stimulate good practises on creativity to
promote the success of the business;
Unit 3 Resilience
Knowledge Skills Competences
Define resilience and explain the its benefits;
Develop personal resilience and apply
this capacity in a business in the Tourism
Sector;
Try to foster resilience in the work place
in order to achieve success;
Identify Resilience assessment tools; Analyse your own resilience and identify
hot spots for improvement;
Recommend the tools to develop
personal and professional resilience to
the work team;
Describe the greater importance of resilience
in challenging times;
Develop the ability to respond positively
to change;
Monitoring the change impact applying
corrective actions autonomously;
Gather practical techniques for a higher
resilience.
Develop a resilience map to be used in
your personal and professional lives.
Monitor a resilience-at-work action plan.
39
NAME OF THE LEARNING OUTCOME STRATEGIC MANAGEMENT
DEFINITION With this Learning Outcome, the student will be able to develop and implement plans or strategies designed and
defined specifically by the business in order to achieve the stated objectives.
The learning Outcome is divided in two Learning units: Management (Management and control of the activity,
and Administrative and financial management) and Strategic Planning.
Unit 1 Strategic Planning
Describe the business process to define its strategy, or direction, and making decisions on allocating its
resources to pursue this strategy.
Knowledge Skills Competences
Student will know / have:
- Describe the strategic objectives to achieve, and define the activities to
be undertaken to identify and assess different business opportunities
Student will have the ability to:
- Analyse the current situation of the company
and the environment
Student will be able to:
- Lead the team in order to achieve the
Strategic objectives.
- Have knowledge of analytical tools and techniques used in strategic
planning such as: swot analysis, balanced scorecards and strategy maps,
growth-share matrix, etc.
-Utilize properly different applications and
management tools
-Integrate the results in the business
management.
- Be aware of the needs of the Plan of the organization of business
identifying needs, determining resources and establishing control
mechanisms for efficient and continuous operation of the small business.
- Plan the organization Plan
- Define the actions, procedures, responsible
and deadlines for ensuring fulfilment with the
strategic plan.
- Monitor work process to achieve the
plan of action of the company
- Know the regulations in force to management the Human Resources.
- Define the necessary task for human
resources management actions: hiring,
compensation, training, internal
-Manage human resources
(recruitment, outsourcing, etc.) of the
business, fostering communication,
40
communication.
motivation, teamwork, etc. ensuring
their involvement and achievement of
objectives.
Unit 2 Management
Manage the daily activities of the company and resources, based on business plan and the budget available to
ensure the sustainability of the company.
Perform administrative and economic financial management to operate the business taking in account the
regulation in force.
Knowledge Skills Competences
Student will know / have:
- Know the business plan, marketing plan*, etc., and the actions defined on
it, resources and available budget.
- Understand different ICT (computer, printer, scanner, Internet, email,
etc.) as well as specific management applications (management of supply,
stocks, .etc.) for the daily management tools.
- Know quality management systems, environment systems and
occupational health and safety systems, and its procedures.
*(this knowledge can be extended in LO Marketing in tourism)
Student will have the ability to:
- Develop a work plan with defined tasks,
deadlines and responsible for the daily
management.
- Utilize different applications and
management tools.
- Define the actions, procedures, responsible
and deadlines for the implementation of
quality management systems, environment
systems and occupational health and safety
systems.
Student will be able to:
- Manage the daily activities of the
company (purchase of raw materials,
storage, etc.) planning actions,
assigning resources and controlling
processes to optimize results.
-Integrate different ICT tools in daily
management.
- Apply the rules of occupational
health and safety when necessary.
- Set (if necessary) quality
management systems and
environment systems in the company,
implementing and controlling the
41
necessary procedures.
Student will know / have:
- Know the different administrative procedures for setting up,
consolidation, etc.
- Know the administrative and financial rules applicable to business;
administrative steps, payments, accounting, etc.
- Identify sources of funding: own funds, grants, credits, ...
- Identify specific applications for administrative and financial
management.
Student will have the ability to:
- Analyze existing rules and procedures and
select those applicable to the business.
- Define the actions, procedures, responsible
and deadlines for ensuring fulfilment with the
administrative and financial economic rules.
Student will be able to:
- Implement the business successfully
for both on the constitution and on the
consolidation.
- Perform the necessary
administrative and economic financial
steps to ensure the proper functioning
of the business in compliance with the
regulation in force (social security,
finance, etc.)
42
NAME OF THE LEARNING
OUTCOME
THE BASICS OF MARKETING IN TOURISM
DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he familiarises her/himself
with the competitive factors of marketing and concentrates on gathering knowledge on customers, products and services
S/he also learns how to price and productize customer-oriented tourism products, packages or services. In the marketing
communications of tourism services the student plans, implements and follows marketing communications measures in
tourism.
Unit 1 Productisation and pricing of tourism services
Knowledge Skills Competences
to have knowledge of the competitive factors of
marketing: product, price, availability
to conduct economically in various stages of
tourism services: taking into account what
makes up the price of tourism products and
services, and how s/he can actively influence
the outcome
to act independently according to the
demands of the situation towards
cooperation partners and in one’s own
working community, respecting the
individuality of customers and appreciating
his/her work and working community .
to present in order to be able to offer tourism
services of an enterprise and area and retrieve
information
to generate customer satisfaction: by listening
to and inquiring with interest after
customers’ experiences to forward the
feedback within the Enterprise
to assess the success of his/her own actions
and work at the different stages of action
to monitor sustainable economic and
environmental aspects as a competitive
factor in the enterprise or organisation
to have the knowledge of various customer groups
and seasonal variations in the tourism industry
To compile and prepare presentation
materials, internet sites or other electronic
To act independently according to the
demands of changing situations by following
43
to report on the range of products and services material. vocational ethics
To know how to set the prices for products and
services: the student sets the prices for products or
services and assesses what makes up the price
To plan, assemble and set the prices for
tourism products or services for different
customer groups, offering various options
To assess his/her own work
To act independently and to be eager to learn
new things
Unit 2 Marketing communications in tourism services
Knowledge Skills Competences
To have the Knowledge of customers, packages and
services
To plan marketing communication measures
in tourism: the student plans and comes up
with ideas for marketing communications for
customer groups, in a team or in a joint
marketing organisation, or searches for new
resorts and customer groups
To monitor and assess suitable and
appropriate ways for executing marketing
communication measures for different
customers or customer groups
To write a small-scale Budget for marketing
communication measures.
To carry out marketing communication
measures.
To produce and distribute materials for
marketing communications measures
To utilize different customer surveys and
statistics
To act independently by presenting, selling
or marketing tourism packages or services in
different situations
44
NAME OF THE LEARNING
OUTCOME
e-MARKETING
DEFINITION Build, manage and administrate one or more networks around the identity of the organization and / or its brand, creating and
maintaining stable and lasting relationships with potential buyers, customers, partners, collaborators, followers ...
Unit 1 Define and establish the Digital Communication Plan (social networks and web 3.0)
Analyze our company, the market and potential clients/customers for our business and choose which are the most important
and suitable networks that can help us to increase the profit.
Knowledge Skills Competences
Identify and describe the points of a Digital
Communication Plan (social networks and web 3.0)
(prepare at the same time that the Business Marketing
Plan):
- Planning of the Digital Communication: Structure
and functions, identifying opportunities and
SWOT analysis, market analysis, customers
analysis,..
- Products Policy: characteristics of the product,
product lifecycle, market position,..
- Networking: Alliances, networks relationships,.
- Digital Communication Policy: what and how
communicate, communication through social
media, internet,..; communication tools;..
- Analyze each of the points of the Digital
Communication Plan (social networks and Web 3.0).
- Search for information regarding to the Digital
Communication Plan, product policy, and digital
communication policy.
- Analyze current regulations affecting the business
and digital media (social networks and web 3.0).
- Design a valid and updated Digital Communication
Plan (social networks and web 3.0) specific for our
business and products.
- Integrate the digital communication (social
networks and web 3.0) in the business
management to increase its profit.
45
Unit 2 Organization and implementation of digital communication media
Implement the Company Digital Communication Plan in medium and long term to manage our business in social networks.
Knowledge Skills Competences
- Know the different possibilities of digital
communication:
- Web 3.0
- Blogs
- Social Networks: Facebook, Twitter, Linkedin,
Pinterest e Instagram, Google +
- Know what is a “content curator” and the benefits for
our company.
- Know how to put our business in Internet search
engines, SEO (Search Engine Optimization) and SEM
(Search Engine Marketing)
- Analyze the possibilities that different
communication media offer to our business
selecting the most appropriate ones according to
our needs and costumers and market demands.
- Manage the communication media in an
appropriate way and with the skills necessaries to
achieve the aims defined in the Digital
Communication Plan.
- Develop actions to put the business in the search
engines.
- Plan a Strategy in the Social Networks, defining
the aims and understanding what we can get from
each main network.
- Be active and revitalize the Social Networks, as
well as update the digital contents about our
business in the networks.
- Put the company/brand in the more known and
used search engines.
- Update the knowledge about the new
communication opportunities.
- Know Management Tools for digital communication.
- Know the actions defined in the Digital Communication
Plan for its implementation.
- Know how to organize the work, define tasks and assign
responsible people, and define execution time.
- Define the actions to implement the Digital
Communication Plan establishing tasks, responsible
people, deadlines and performance indicators.
Necessary tools for the implementation will be
designed.
- Describe a working plan with defined tasks and
deadlines (establish a working routine) for
maintaining and revitalizing the Social Networks and
- Perform the actions of Digital Communication Plan
(social networks and web 3.0) according to the
establish activities, deadlines, verification results,...
- Implement the working routine in our business to
manage the presence of our business in Social
Networks in a medium and long term.
46
web 3.0.
- To know the Digital Communication Plan and the
indicators used for assessing the degree of performance
of the established actions.
- Identify the media and tools designed for the verifying
process (assessment process).
- Collect the necessary data during the control and
verification process using the designed tools.
- Analysed the results collected during the control
and verification process and check the degree of
performance according to the objectives
established in the Digital Communication Plan.
- Redefine the Digital Communication Plan (Social
Networks and web 3.0) according to the obtained
results in the assessment.
47
NAME OF THE LEARNING
OUTCOME
THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM
DEFINITION Undoubtedly networking is an essential strategy for business development and exploration. With this learning outcome
the student will be able to learn how to develop networking skills, through communication process (verbal, non-verbal,
electronic) and eventually to use networking activities as a critical success factors for a tourist company.
Unit 1 Communication
Knowledge Skills Competences
Communication: what is it?
Process of understanding and sharing meaning.
Exchange of thoughts, messages, or information, as by
speech, visuals, signals, writing, or behavior.
It is the process of sending and receiving messages or
transferring information from one part (sender) to
another (receiver).
Ability to reach a target group within or out of the
company organization with a well defined
message and using the available media. Prompt
and appropriate use of media to facilitate
dissemination of business info.
Is able to provide and ask for information at the
interpersonal level and within a working group.
Is able to adapt own communication styles and
strategies to the needs of the environment and
the individual and collective audience;
Types of communication: verbal, non-verbal, electronic
communication.
Communicates by using the expected norms for
the medium chosen.
Understands the abilities and limitations of any
technological communication, from phone calls to
e-mails to instant messages
Encodes messages into words, sentences, and
paragraphs for the purpose of communicating to
a person who is removed by distance, time, or
Is able to encode and decode verbal and
nonverbal messages and those sent using
support of a different nature.
Email uses to interact to transmit and receive
computer generated texts and documents.
Networking software/ blogs
Is able to give and receive information with the
help of tools (verbal communication, written
form, telephone, computer-aided etc.)
48
both
Brand Communication: what is it?
primary integrative element in managing brand
relationships with customers, suppliers, employees, the
media, channel members, government regulations and
community
ability to develop and maintain a long-term
relationship with their customers
ability to adopt relationship marketing
increase awareness and higher recall, in order to
customers will buy the brand which has the
higher recall
Is able to create strong communication links with
costumers
Is able to communicate by using social media and
especially twitter (dialogic communication
between companies and consumers/customers)
Unit 2 Networking
Knowledge Skills Competences
Definition of Networking and the means of networking. Knows how to approach effectively clients and
other related entrepreneurs/ companies in
Tourism sector.
Is able to develop his business networking plan
and strategy
Understand and define the ‘process’ of networking Evaluate and apply a wide range of networking
activities
Use networking for the success of the company
Networking using social media (LinkedIn, Facebook,
twitter)
Manage your social media network in such a way
to get high brand visibility.
Is able to organize networking events related to
tourism sector.
Is able to create discussion forums related to
tourism sector.
Farming mentality. Networking is like that. While there
are things you can do to make it go a little faster, it’s
still all about relationships and building trust. If you
push it too fast, you end up with networking vinegar
instead of a networking referral relationship.
Develop a networking team which is there to
keep an eye out for potential clients. If you
communicate exactly what type of client you’re
looking for, better and more qualified referrals
will result. This skill set is especially productive
Use your network. As you become more and
more visible in your business community, you’ll
develop credibility. People will recognize that
you’re here for the long haul, and you’ll begin to
receive quality referrals. So look for
49
when you’re meeting weekly with a strong-
contact network. The difference between trying
to say it all and focusing on one aspect of your
business each week is huge.
opportunities to make yourself more visible.
Think out of the box—be creative!
50
Annex 1 – Table for the description of the Learning Outcomes
NAME OF THE LEARNING OUTCOME Indicate the Learning Outcome (title)
DEFINITION Define the learning outcome in a quick and concrete way.
Unit 1 Definition of the learning unit 1
Knowledge Skills Competences
Description of the theoretical and/or factual knowledge that related to
the learning unit.
Knowledge is the body of facts, principles, theories and practices that is
related to a field of work or study.
Description of the Cognitive and practical skills.
Ability to apply knowledge and use know-how to complete tasks
and solve problems
Description in terms of Responsibility and autonomy.
Ability to use knowledge, skills and personal, social and/or
methodological abilities, in work, in study situations and in
professional and personal development.
Add as many row as you need
Unit 2 Definition of the learning unit 2
Knowledge Skills Competences
Add as many row as you need
Unit …. Definition of the learning unit …
Knowledge Skills Competences
Add as many row as you need
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Annex 2 – Questionnaire for the external validation
ENTRETOUR
TOURISM ENTREPRENEURSHIP AS A LONG LASTING
MODEL
Questionnaire - External Validation of Learning Outcomes
A. Information about the evaluator
Name of the person
Field of work
Organisation
B. Which Learning Outcome (LO) is going to be validated?
If more than one Learning Outcome is going to be validated, complete one questionnaire per
Learning Outcome.
Soft skill: risk taking, creativity and resilience
Strategic management
Marketing
e-marketing
Networking and communication
(mark with “X”)
C. Complete the following questions
1. Is the LO important (or necessary) for improving the competences of entrepreneurs with
2 or more years experience? Is the LO helpful for the success of a business?
If no, please specify why
2. Do you think that the title reflects the content of the LO? If no, please specify why
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Would you change this title? What do you propose?
3. Do you agree with the general description of the LO? If no, please specify why
4. Are the units included in the LO relevant? If no, please specify why
5. Do the units and contents help to achieve the objective of the LO? If no, please specify why
6. Do you consider 20 h enough time for each LO? If no, please specify why
7. Do you think something is missing regarding the contents of the LO? If yes, please specify what
8. Please, indicate some references (books, videos,..) related to the LO:
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D. Complete if you have evaluated more than one Key Learning Outcomes (answer this
question only once)
Which other Learning Outcome have you validated?
Soft skill: risk taking, creativity and resilience
Strategic management
Marketing
e-marketing
Networking and communication
(mark with “X”)
Do you think there is a balance among the different LO? If no, please specify why