Marketing Fundamentals

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  • Lesson Identification and TEKS Addressed

    Cluster : Hospitality and Tourism

    Course : Travel and Tourism Management

  • TEKS Student Expectations

    • (1) The student gains academic knowledge and skills required to pursue the full range of career and postsecondary education opportunities within the travel and tourism industry. The student is expected to:
      • (B) compose a variety of written documents such as agendas, thank you letters, presentations and advertisements
    • (7) The student uses leadership and teamwork skills in collaborating with others to accomplish organizational goals and objectives. The student is expected to:
      • (A) apply team-building skills
      • (B) apply decision-making and problem-solving skills
    • (11) The student uses technical knowledge and skills required to pursue careers in the travel and tourism industry. The student is expected to:
      • (A) develop job-specific technical vocabulary
      • (B) use marketing techniques to sell products and services
  • Basic Direct Teach Lesson

    Instructional Objectives

    Students will:

    • identify the 4 P’s of marketing
    • understand the elements of a marketing mix
    • explain the importance of a marketing plan
    • evaluate various marketing strategies
    • create and design promotional items to sell products
  • Rationale

    Script:

    Marketing is a fundamental function of all businesses today. It is a foundation upon which to build and succeed. It begins with a marketing plan and research to promote the products. This lesson will introduce to how businesses market their services and will assist you study for a career in the travel and tourism industry.

  • Duration of Lesson

    Four 45 minutes class periods

  • Word Wall

    Advertising: A paid form of promotion that persuades and informs the public about what a business has to offer

    All-inclusive tour: A tour that offers most of its features for one price and may include transportation, lodging, meals and activities

    Collaboration: To cooperate or work jointly with others on a project or endeavor

    Market research: The action or activity of gathering information about consumers’ needs and preferences

    Market segment: A subgroup of a market; will have similar needs and wants for the products being offered

    Marketing: The action or business of promoting and selling products or services, including market research and advertising

    Marketing mix: The combination of decisions made about product, price, place and promotion; also called the four P’s of marketing

    Place: Plays a fundamental role in the marketing mix of a product or service as it outlines the how and where a company will place its products and services in an attempt to gain market share and consumer purchases

    Price: The amount of money or value required or given in payment for something

    Product: Anything that can be offered to a market that might satisfy a want or need of a consumer

    Promotion: The advancement of a product, idea or point of view through publicity and/or advertising

  • Materials/Specialized Equipment Needed

    Equipment:

    • computer with projector for PowerPoint™ presentation
    • computers with Internet access (be sure to follow district guidelines)
    • headphones
    • light projector (Elmo)

    Materials:

    • promotional items (with travel logo)
      • aprons
      • bath robe
      • caps
      • cups
      • key chains
      • magnets
      • mugs
      • pencils and pens

    • copies of handouts (see All Lesson Attachments tab)

  • Anticipatory Set

    Before class begins:

    Become familiar with the Small Business Administration’s Learning Center that provides a 30-minute online course in Marketing. This course will provide students with a certificate they will be able to add to their portfolio.

    Display as many items from the Materials or Specialized Equipment Needed tab as you have available on a table in front of the room so that students may view as they enter.

    Distribute the handout Anticipatory Guide: Marketing Fundamentals (see All Lesson Attachments tab) to the students and instruct them to place a check mark by the statements they THINK are true.

    After the lesson, this handout will be revisited in the Lesson Closure section to check for knowledge of the lesson.

    Display the teacher resource The Power of Travel Chart (see All Lesson Attachments tab) on a light projector and discuss how important travel is to the economy.

    • Why is it important to promote the travel and tourism industry?
    • Have you seen advertisements for travel destinations such as Disney World, Las Vegas and New York?
    • Can you name some advertisements for car rentals and cruises?
  • Direct Instruction with Special Education Modifications/Accommodations

    Introduce lesson objectives, terms and definitions.

    Select and distribute a handout or graphic organizer from the Instructional Strategies drop down menu in Classroom Essentials or instruct students to take notes in their journal books or on their own paper.
    http://cte.sfasu.edu/wp-content/uploads/2015/05/Categorizing-Notes.pdf
    http://cte.sfasu.edu/wp-content/uploads/2012/08/Hospitality-and-Tourism-suitcases-Note-taking.pdf

    Introduce the PowerPoint™ Marketing Fundamentals (see All Lesson Attachments tab). Students will be expected to take notes while viewing the slide presentation. Allow time for classroom discussion.

    • SBA Delivering Success: Marketing 101
      The U.S. Small Business Administration and the U.S. Postal Service bring you Delivering Success—video interviews with successful entrepreneurs who share the lessons they’ve learned about owning a small business.
      http://youtu.be/YUoKi8DQxv4

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • check for understanding
    • provide a copy of slide presentation

  • Guided Practice with Special Education Modifications/Accommodations

    Direct students to the computers and instruct them to log on to the Small Business Association’s website and the Learning Center for the online training. They will need headphones to complete the self-paced course that will provide them with a certificate of completion at the end. Students will be able to add this certificate to their portfolio.


    Divide the class into subgroups of three or four students.

    Distribute the handout Marketing Techniques (see All Lesson Attachments tab) to each group and instruct the groups to brainstorm words the industry has used to entice them to visit their business by completing the acrostic using the letters of MARKETING at the beginning, in the middle or at the end. If instruction clarification is needed, model the activity process with one of the letters. Check for understanding.

    A teacher resource Marketing Techniques (Example) (see All Lesson Attachments tab) is included to assist students as they collaborate with each other.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • provide a text based accessible version of online course
    • check for understanding

  • Independent Practice/Laboratory Experience with Special Education Modifications/Accommodations

    Divide the class into subgroups of two or three students.

    Read the following scenario:

    You are part of a marketing team and employed in a travel or tourism business. The manager would like for your team to come up with new marketing techniques for the business. What will your team do?

    Distribute the handout Travel or Tourism Promotional Package (see All Lesson Attachments tab) and instruct the teams to select a promotional material of their choice to create a package for the business.

    Remind them to keep costs to a minimum and use recycled items when possible.

    Distribute the Rubric for Travel or Tourism Promotional Package (see All Lesson Attachments tab) so that students will know what is expected.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • encourage participation
    • reducing the length of assignment
    • extended time for assignment
    • work with a peer tutor

  • Lesson Closure

    Review lesson objectives, terms and definitions.

    Re-distribute the handout Anticipation Guide: Marketing Fundamentals from the Anticipatory Set.

    Allow students to re-read each statement and place a check mark by the statements they KNOW are true. They should also provide information that PROVES other statements are not true.

  • Summative/End of Lesson Assessment with Special Education Modifications/Accommodations

    Students will be assessed with appropriate rubric.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • providing guided participation
    • extra time for oral response
    • encourage participation

  • References/Resources

    Images:

    • Shutterstock™ images. Photos obtained with subscription.

    Textbooks:

    • Farese, Kimbrell, Woloszyk, (2002) Marketing Essentials. Woodland Hills, California: Glencoe McGraw-Hill, Inc.
    • Reynolds, J. S. (2014). Hospitality services. Tinley Park. IL: Goodheart-Willcox Company.

    Websites:

    • Small Business Administration
      Marketing 101: A Guide to Winning Customers
      This course is designed to provide a basic overview of marketing. It is a practical program with real-world examples and helpful tips. The course is directed to small business owners who are interested in reaching a broader customer base.
      https://www.sba.gov/tools/sba-learning-center/training/marketing-101-guide-winning-customers
    • U.S. Travel Association
      We assist members with programs and platforms to help promote travel to and within the U.S., especially through IPW, the pre-eminent international trade show bringing travel to America.
      https://www.ustravel.org/

    YouTube™:

    • SBA Delivering Success: Marketing 101
      The U.S. Small Business Administration and the U.S. Postal Service bring you Delivering Success—video interviews with successful entrepreneurs who share the lessons they’ve learned about owning a small business.
      http://youtu.be/YUoKi8DQxv4
  • Additional Required Components

    English Language Proficiency Standards (ELPS) Strategies

    • add terms and definitions to personal dictionary
    • journal entries
    • use “word wall” for vocabulary words
    • work with a peer tutor
    • peer to read materials
    • highlighted materials for emphasis
    • shortened simplified instructions
  • College and Career Readiness Connection

    AchieveTexas Career Cluster Crosswalks

    The Career Cluster Crosswalks housed on the AchieveTexas website http://www.achievetexas.org/index.html provide Texas teachers with a direct connection between their CTE course TEKS and the College and Career Readiness Standards (CCRS). Language Arts, Mathematics, Science, Social Studies, and Cross-Disciplinary integration are the focus of the CCRS. These college and career readiness standards are essential in the planning and delivery of CTE lessons. The extent to which the integration occurs is determined by the methods and strategies utilized by each teacher.

    Career Cluster Crosswalks for Education and Training, Hospitality and Tourism, and Human Services Career Clusters can be found at:
    http://www.achievetexas.org/Career%20Cluster%20Crosswalks.htm

  • Recommended Strategies

    Reading Strategies

    Other articles pertaining to this lesson that students may read include:

    • Eight P’s in Marketing Tourism
      Tourism marketing is different because the customer purchases a series of services, but is left with very little concrete value at the completion of his trip. As a result, the marketing initiatives have to emphasize the value of the memories, make the collection of services easily accessible and add value through additional programming and other factors.
      http://smallbusiness.chron.com/eight-ps-marketing-tourism-42140.html
    • What Is Tourism Marketing?
      Tourism occurs when you leave your normal surroundings where you live and work to go to another environment to engage in activities there, regardless of how close or how far it is. You are a visitor, and what you do while visiting is tourism. Individuals and organizations at your destination promoted those activities through advertising or other forms of marketing.
      http://smallbusiness.chron.com/tourism-marketing-56473.html

    Reading strategy
    Encourage students to “visualize” as they read. Many students are visual learners and will benefit from making sketches or diagrams on scratch paper as they read. Providing students with graphic organizers to help them organize their thoughts is also helpful.

  • Quotes

    The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
    -Peter Drucker

    Marketing is a contest for people’s attention.
    -Seth Godin

    Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty.
    -Nirmalya Kumar

    Marketing is too important to be left to the marketing department.
    -David Packard

    As a brand marketer, I’m a big believer in ‘branding the customer experience,’ not just selling the service.
    -John Sculley

  • Multimedia/Visual Strategies

    PowerPoint™:

    • Marketing Fundamentals
    • Presentation Notes – Marketing Fundamentals

    Technology:

    • TED Talks:
      • Making sense of marketing in the digital age: Mike Osswald at TEDxToledo
        Mike is the VP of Experience Innovation at Hanson. He holds a bachelor’s degree in marketing management and an MBA with a marketing management focus, both from the University of Toledo. He is a member of the Usability Professionals’ Association, the Information Architect Institute, ACM SIGCHI, and the Interaction Design Association. He is also the president and sole member of the Seriously Mad Skills with Post-it Notes Association, but isn’t one to eschew the wonders of Scotch tape and small scraps of paper.
        http://tedxtalks.ted.com/video/Making-sense-of-marketing-in-th

    Files for downloading:

  • Graphic Organizers/Handout

    Graphic Organizers

    • The Marketing Mix
    • The Marketing Mix (Key)

    Handouts:

    • Anticipation Guide: Marketing Fundamentals
    • Anticipation Guide: Marketing Fundamentals (Key)
    • Marketing Techniques
    • Power of Travel Promotion Fact Sheet
    • Rubric for Travel or Tourism Promotional Package
    • Travel or Tourism Promotional Package

    Teacher Resources:

    • Marketing Techniques (examples)
    • The Power of Travel Chart
    • Travel Promo Cycle

    Files for downloading:

  • Writing Strategies

    Journal Entries:

    • I market a trip to Disneyworld® by …
    • Promoting travel is important to the economy because …
    • An incentive that I would offer to market a product would be ____________ because …
    • A travel business in my community would …

    Writing Strategy:

    • RAFT (Role/Audience/Format/Topic) writing strategy:
      • Role: student
      • Audience: marketing manager in a travel agency
      • Format: letter
      • Topic: product development

    Write a letter to the manager of a travel agency about a product you have developed to market their services.

  • Communication 90 Second Speech Topics

    • If I were to add another “P” to the four P’s of Marketing, it would be …
    • Five ways a cruise line can advertise are …
  • Other Essential Lesson Components

    Enrichment activity

    Students may create a bulletin board with information from the report Power of Travel Fact Sheet (see All Lesson Attachments tab) to illustrate how travel fuels the economy.

    Infographics:

    Infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.

    The infographic below is related to this lesson. Allow students to view the image on a projector and lead a discussion concerning the information provided.

    TED Talks:

    TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event.

    The video below is related to this lesson. Allow students to view the video and lead a discussion concerning the TED Talk.

    • Making sense of marketing in the digital age: Mike Osswald at TEDxToledo
      Mike is the VP of Experience Innovation at Hanson. He holds a bachelor’s degree in marketing management and an MBA with a marketing management focus, both from the University of Toledo. He is a member of the Usability Professionals’ Association, the Information Architect Institute, ACM SIGCHI, and the Interaction Design Association. He is also the president and sole member of the Seriously Mad Skills with Post-it Notes Association, but isn’t one to eschew the wonders of Scotch tape and small scraps of paper.
      http://tedxtalks.ted.com/video/Making-sense-of-marketing-in-th
  • Family/Community Connection

    Contact a marketing manager from travel or tourism business in your community to speak to the class on the importance of marketing a business.

  • CTSO connection

    Family, Career, Community Leaders of America (FCCLA)

    http://www.texasfccla.org

    • Hospitality, Tourism and Recreation
      An individual or team event – recognizes participants who demonstrate their knowledge of the hospitality, tourism and recreation industries and ability to translate their knowledge into a hypothetical or real business. Project must relate to culinary, lodging, recreation, tourism or event coordination.
    • Interpersonal Communications
      An individual or team event – recognizes participants who use Family and Consumer Sciences and/or related occupations skills and apply communication techniques to develop a project designed to strengthen communication.
  • Service Learning Projects

    Successful service learning project ideas originate from student concerns and needs. Allow students to brainstorm about service projects pertaining to this lesson.
    www.ysa.org

    Possible ideas:
    Students may create and develop a tool to market venues in their community encouraging residents to shop locally.

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