PROGRAM CONCENTRATION: Marketing, Sales and Service CAREER PATHWAY

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Implementation date
Fall 2009                       One Stop Shop For Teachers


PROGRAM CONCENTRATION:           Marketing, Sales and Service
CAREER PATHWAY:      Travel Marketing & Lodging Management
COURSE TITLE:   Discovering Hospitality and Tourism Marketing

COURSE DESCRIPTION: This course introduces the student to the major segments of
the travel industry. The course will investigate the economic impact the three
components have on the local, state, national, and global economies. The products,
services, and packages offered to business and leisure travelers by different types of
businesses within the industry are examined. Utilizing current technology, the Internet,
and software packages, the student will develop a tour package and marketing plan for
a selected niche market that incorporates appropriate promotional and pricing
strategies, thus ensuring business profitability.

Competencies for the competitive events offered by the international, co-curriculum
student organization, DECA, an Association of Marketing Education Students, are
directly aligned to the national and state standards for Marketing Education. Therefore,
DECA competitive events provide an excellent avenue for students to apply the
technical and core employability skills learned in the classroom. Work-based learning
activities, inside and/or outside the classroom, should also be incorporated in this
pathway in order to provide another avenue for students to apply the knowledge and
skills attained through curriculum and instruction.

(Special Note: For the readers benefit, travel includes travel agents and modes of
transportation, hospitality includes lodging and food and beverage, and tourism is a
broad term relating to the overall industry.)

OVERVIEW OF THE HOSPITALITY, TRAVEL, AND TOURISM INDUSTRIES
Students will determine the social and economic impact of hospitality, travel and tourism
industries on national and international markets.

MKT-IT-1. Students will discuss the hospitality, travel, and tourism industry in
relationship to historical developments/changes, broad segments of the markets,
and various motivations for travel.

   a. Distinguish between the terms hospitality, hotel and lodging, food and beverage,
      travel, and tourism.
   b. Chart the evolution of the major industry segments in relation to travel and
      hospitality (hotel/lodging and food/beverage).
   c. Identify different types of travelers (business, leisure and consumer).
   d. Explain the concept of seasonality in the hospitality industry.
   e. Discuss why people travel.
   f. Determine the role of ethics in hospitality and tourism industries.

Academic Standards:
Implementation date
Fall 2009                        One Stop Shop For Teachers


SSEF1 The student will explain why limited productive resources and unlimited wants
results in scarcity, opportunity costs, and tradeoffs for individuals, businesses, and
governments.

SSWG1 The student will explain the physical aspects of geography.

TOURISM
Students will analyze the benefits of tourism to the economy, identify selected travel
destinations, and develop a basic knowledge of world geography.

MKT-IT-2. Students will assess the varied aspects of tourism by determining their
impact on the economy, the importance of successful positioning in the target
consumers' minds, and the competitive nature of the industry.

      a. List the components of the tourism industry.
      b. Illustrate the competitive nature of the tourism industry.
      c. Formulate an understanding of the importance of tourism as a destination
         market.
      d. Compare the amount of money individual states spend on tourism marketing.
      e. Evaluate the states' return on investment per dollar spent on tourism.
      f. Chart the economic impact of tourism on various countries focusing on global
         leaders as well as developing nations.

Academic Standards:
SSEF3 The student will explain how specialization and voluntary exchange between
buyers and sellers increase the satisfaction of both parties.

SSEM12 The student will explain how the Law of Demand, the Law of Supply, prices
and profits work to determine production and distribution in a market economy.

MM4P1 Students will solve problems (using appropriate technology).

MM4P2 Students will reason and evaluate mathematical arguments.

MM4P Students will communicate mathematically.

MKT-IT-3. Students will develop a basic knowledge of world geography and be
able to discuss the relationship of geography to climates, major destinations,
travel issues and concerns, and upcoming trends in destination hotspots.

   a. Identify distinguishing traits of selected destinations. (i.e., geographic locations,
      climate, and terrain).
   b. Categorize the various types of travel destinations based on geographic
      locations.
   c. Debate issues associated with international travel versus domestic travel.
   d. Evaluate the markets of the major travel destinations.
Implementation date
Fall 2009                        One Stop Shop For Teachers


   e. Compare and rate major travel destinations.

Academic Standards:
SSWG3 The student will describe the interaction of physical and human systems that
have shaped contemporary North Africa/Southwest Asia.

SSWG4 The student will describe the interaction of physical and human systems that
have shaped contemporary Sub-Saharan Africa.

SSWG5 The student will describe the interaction of physical and human systems that
have shaped contemporary South Asia, Southeastern Asia, and Easter Asia.

SSWG6 The student will describe the interaction of physical and human systems that
have shaped contemporary Europe.

SSWG7 The student will describe the interaction of physical and human systems that
have shaped contemporary Latin America.

SSWG8 The student will describe the interaction of physical and human systems that
have shaped contemporary Canada and the United States.

SSWG9 The student will describe the interaction of physical and human systems that
have shaped contemporary Oceania, including Australia, New Zealand and Antarctica.

THE ELEMENTS OF HOSPITALITY, TRAVEL AND TOURISM MARKETING
Students will be able to interpret the function of the elements that make up the overall
industry (lodging, food and beverage, travel and tourism).

MKT-IT-4. Students will examine the lodging component of the hospitality
industry and how companies market in order to achieve the goals and objectives
of the facility.

   a. Discuss the importance of people skills in the hotel and lodging portion of the
      hospitality industry.
   b. Discuss the differences between target markets in the hotel/lodging component
      of the hospitality industry.
   f. Describe the impact of the hotel/lodging segment of the industry on the
      international, national, state, and local economies.
   g. Distinguish between amenities and services provided by limited and full service
      hotels/motels.
   h. Identify the Bed and Breakfast/Country Inn consumer.
   i. Classify resorts based on various categories (amenities, seasonality, theme,
      inclusiveness, and destination).
   j. Analyze trends, advantages, and disadvantages in the timeshare industry.
   k. Discuss the challenges and the profitability of gaming operations.
Implementation date
Fall 2009                         One Stop Shop For Teachers


Academic Standards:
ELA12W1 The student produces writing that establishes an appropriate organizational
structure, sets a context and engages the reader, maintains a coherent focus
throughout, and signals a satisfying closure.

ELA12C2 The student demonstrates understanding of manuscript form, realizing that
different forms of writing require different formats.

MKT-IT-5. Students will examine food and beverage operations in the hospitality
industry.

       a. Differentiate between the terms banquet, catering, specialized dining,
          cafeterias, hospitals, business cafeterias, and concessions.
       b. Discuss the career opportunities in the food and beverage industry and
          emphasize various management positions.
       c. Analyze the elements necessary for the successful operation of the food and
          beverage business operation.
       d. Identify and define the roles of the Front of the House employees including
          hostess, food server/bartender, bussers, and personnel.

Academic Standards:
ELA11W3 The student uses research and technology to support writing.

ELA12LSV2 The student delivers focused, coherent, and polished presentation that
convey a clear and distinct perspective, demonstrate solid reasoning, and combine
traditional rhetorical strategies of narration, exposition, persuasion, and description.

MKT-IT-6. Students will analyze the transportation options and modes of travel
available to facilitate travel to various destinations including modes of travel as a
destination such as the cruise, air, and rail industries.

       a. Differentiate the major types of passenger cruise ships and the kinds of
          accommodations, products, and services each cruise line typically offers.
       b. Discuss the similarities between a cruise ship and a hotel destination.
       c. Compare and contrast the various forms of ground transportation (i.e., trains,
          busses, and cars) and their impact on the industry.
       d. Examine the history of the airline industry emphasizing the economic impact
          of airline hubs on cities.
       e. Discuss the challenges facing the modes of transportation.

Academic Standards:
SSWG1 The student will explain the physical aspects of geography.

SSWG2 The student will explain the cultural aspects of geography.
Implementation date
Fall 2009                       One Stop Shop For Teachers


MKT-IT-7. Students will assess the importance of human relations,
communications, and ethical conduct in relation to hospitality and travel and the
overall tourism industry.

      a. Categorize the personality traits that are needed to succeed in the hospitality,
         travel, and tourism industry.
      b. Determine the ways to establish repeat business.
      c. Examine the importance of ethics in the hospitality, travel, and tourism
         industries.
      d. Discover the importance of employee retention.
      e. Identify ways to reduce employee turnover.

Academic Standards:
SSWG2 The student will explain the cultural aspects of geography.

ELA12C1 The student demonstrates understanding and control of the rules of the
English language, realizing that usage involves the appropriate application of
conventions and grammar in both written and spoken formats.

MKT-IT-8. Students will determine the importance of convention and meeting
planning as a vital part of successful travel and hospitality operations.

      a. Distinguish the differences between an association meeting planner, an
         independent meeting planner, and a corporate meeting planner.
      b. Identify the vendors important to conventions, trade shows, etc. (including
         hotels, decorations, catering, entertainment, photography, speakers,
         transportation, and technology).
      c. Demonstrate the basic tasks an event planner must perform (i.e. organizing
         an event, developing a budget, and choosing a location).
      d. Analyze the economic impact that conventions, trade shows, special events,
         and group sales have on the local, state, and national economies.

Academic Standards:
SSEF4 Students will compare and contrast different economic systems and explain how
they answer the three basic economic questions of what to produce, how to produce,
and for whom to produce.

MKT-IT-9. Students will evaluate the role of travel agencies in the hospitality,
travel, and tourism industry.

      a. Explore the advantages and disadvantages of using a travel agent for trip
         planning.
      b. Distinguish the required training, licensing, and experience/education needed
         for a successful travel agent.
      c. Demonstrate an understanding of the promotional responsibilities of a travel
         agent.
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