Marketing Techniques for the Hospitality Industry

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  • Lesson Identification and TEKS Addressed

    Cluster : Hospitality and Tourism

    Course : Hospitality Services

  • TEKS Student Expectations

    • (1) The student gains additional academic knowledge and skills required to pursue the full range of career and postsecondary education opportunities within the hospitality services industry. The student is expected to:
      • (A) apply advanced reading, writing, and mathematical skills necessary to perform job tasks in the hospitality industry
      • (C) develop marketing techniques
    • (2) The student uses listening, oral, written and media communication skills in creating, expressing and interpreting information and ideas, including technical terminology and information. The student is expected to:
      • (D) exhibit public relations skills
    • (7) The student solves problems using critical-thinking skills independently and in teams. The student is expected to:
      • (A) manage profitability by implementing effective marketing strategies
      • (B) develop promotional packages
  • Basic Direct Teach Lesson

    Instructional Objectives

    Students will:

    • identify marketing techniques businesses use to entice customers
    • analyze the Small Business Association’s Online Training Course for marketing
    • calculate profits using marketing strategies
    • design and create a promotional package for a hospitality business
  • Rationale

    Script:

    The hospitality industry’s main product is service. Marketing service to customers requires a market research and focusing on a target market to begin developing a marketing plan and understanding the 4P’s of marketing – product, place, price and promotion. Let’s find out how important marketing is to the industry and how it will assist us in our careers.

  • Duration of Lesson

    Four 45 minute class periods

  • Word Wall

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

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

    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

    Marketing strategy: The goal of increasing sales and achieving a sustainable competitive advantage

    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

    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

    Sales promotion: Is one level or type of marketing aimed either at the consumer or at the distribution channel (in the form of sales-incentives)

  • Materials/Specialized Equipment Needed

    Equipment:

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

    Materials:

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

    Supplies:

    • calculators
    • dry erase markers

    • 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.


    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.

    Ask students the following questions:

    • Have any of the techniques enticed you to visit the business?
    • Do these marketing techniques work?
    • What other techniques could be used to market hospitality?

    The acrostic will be revisited in the Lesson Closure tab.

  • Direct Instruction with Special Education Modifications/Accommodations

    Introduce lesson objectives, terms and definitions.

    Select and distribute a handout or graphic organizer such as the Ladder of Information or Keys to Information 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/2012/10/Ladder-of-Information1.pdf
    http://cte.sfasu.edu/wp-content/uploads/2012/08/Keys-to-Information1.pdf

    Distribute the graphic organizer The Marketing Mix (see All Lesson Attachments tab) and instruct the students to complete each section with the correct responses from the slide presentation.

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

    View YouTube™ video:

    • 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
    • providing a printed 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.


    Distribute the handout Managing Profits Using Marketing Strategies (see All Lesson Attachments tab) and instruct the students to read the word problems carefully and calculate the profits.

    Explain that hospitality businesses use marketing strategies to increase their revenue.

    Ask a volunteer to calculate the first problem on the board. Other students may assist. Continue with the remaining problems.

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

    • providing 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 hospitality 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 Hospitality 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 hospitality business.

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

    Distribute the Rubric for Hospitality 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 creativity
    • praise participation

  • Lesson Closure

    Review lesson objectives, terms and definitions.

    Review the Marketing Techniques acrostic from the Anticipatory Set.

    Ask students the following questions:

    • Can you come up with any new marketing techniques that are not on the list?
    • Which marketing techniques draw you in to the hospitality business?
    • Do you believe the marketing techniques will actually improve profits for the businesses? How?

  • 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

  • References/Resources

    Textbook:

    • Reynolds, J. S. (2010). Hospitality services: Food & lodging. Tinley Park. IL: Goodheart-Willcox Company.

    Website:

    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

    • word wall
    • draw visual representations of terms on word wall
    • add terms and definitions to personal dictionary
  • 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:

    • Service Characteristics of Hospitality & Tourism Marketing
      The hospitality and tourism industry is a service industry. Marketing techniques are used to lure people to near, far, exotic and traditional destinations; marketing strategies are designed to connect and resonate —- and spur action. Common methods used include focusing on resort amenities, personal service, add-on destinations and local area attractions.
      http://www.ehow.com/info_8591271_service-characteristics-hospitality-tourism-marketing.html

    Reading Strategy
    Encourage students to “visualize” as they read. Many students are visual learners and will benefit from making sketches or diagrams on scrap paper as they read. Providing students with graphic organizers to help them organize their thoughts is also helpful.
    http://cte.sfasu.edu/rgroup/instructional-strategies/page/4/

  • Quotes

    Often in companies, you’ll see tensions between sales and marketing. Sales people will want to give discounts to clients because they often get paid a commission based on how much they sell. So they’re always pushing to give discounts because that will increase sales. Marketing, however, is judged by overall profitability.
    -Charles Duhigg

    My background was computer science and business school, so eventually I worked my way up where I was running product groups – development, testing, marketing, user education.
    -Melinda Gates

    My favorite days are the ones where I deal only with my own team, design, marketing, working on the next accessories collection.
    -Diane von Furstenberg

    Many large brands are now just marketing machines for what’s being made offshore.
    -Chad Hurley

  • Multimedia/Visual Strategies

    PowerPoint™:

    • Marketing Techniques for the Hospitality Industry
    • Presentation Notes – Marketing Techniques for the Hospitality Industry

    Technology:

    • 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

    Files for downloading:

  • Graphic Organizers/Handout

    Graphic Organizers:

    • The Marketing Mix
    • The Marketing Mix (Key)

    Handouts:

    • Hospitality Promotional Package
    • Managing Profits Using Marketing Strategies
    • Managing Profits Using Marketing Strategies (Key)
    • Marketing Techniques
    • Marketing Techniques (Example)
    • Rubric for Hospitality Promotional Package

    Files for downloading:

  • Writing Strategies

    Journal Entries:

    • I like receiving samples from businesses because …
    • A great promotional package that I have received is ____________ because …
    • I receive coupons for businesses I visit from (emails, mobile apps, newspapers) and I …
    • I do/do not frequent businesses with loyalty cards because …

    Writing Strategy:

    • RAFT (Role/Audience/Format/Topic) writing strategy:
      • Role – marketing director
      • Audience – hospitality business
      • Format – letter
      • Topic – marketing techniques

    Write a letter to the owner of the hospitality business detailing marketing techniques that you can provide that will maximize the business’ profits.

  • Communication 90 Second Speech Topics

    • Three things about marketing techniques that I have learned are …
    • The 4 P’s of marketing are important because …
  • Other Essential Lesson Components

    Enrichment activity

    Now that students are familiar with a market plan, introduce a business plan and allow students to study each component.

    Infographic:

    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 Talk:

    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

  • CTSO connection

    Family, Career and Community Leaders of America

    http://www.fcclainc.org

    • Entrepreneurship
      An individual or team event – recognizes participants who develop a plan for a small business using Family and Consumer Sciences skills and sound business practices. The business must relate to an area of Family and Consumer Sciences education or related occupations.
    • 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.

    SkillsUSA

    http://skillsusa.org/

    • Advertising Design
      Tests technical skills and creative aptitude just as though contestants worked for an ad agency. In addition to a written test, competitors will re-create a given advertisement on the computer. Competitors are judged on their accuracy, proficiency with industry standard software and ability to meet the given deadline. Contestants also compete in a creative portion of the competition. The creative portion involves the application of creative thinking and development of a design problem. Layout, drawing and illustration skills are used, as well as their ability to create vibrant, effective designs using the computer
  • 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 volunteer their technology skills to assist members of their community in preparing a marketing plan for their businesses.

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