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Practical Marketing Skills in Travel and Tourism 1 - Lesson Plan
This resource is designed specifically for Unit 3 of the Edexcel BTEC National qualification, 'Marketing Travel and Tourism Products and Services', although it will be of relevance to centres following other awarding bodies' programmes.
Aim:
To begin the last part of Unit 3, on practical marketing skills by covering the theme of market research. This is the first of two sessions on this theme. In this session we will be covering the following aspects of market research:
- planning
- research design
- sampling, and
- questionnaire design
Learning Objectives:
By participating in this session, students will be able to:
- Appreciate that planning for market research is an important and often time-consuming task
- Identify the main sources of market information available to travel and tourism organisations
- Analyse the advantages and disadvantages of using written questionnaires to gather market research
- Identify some of the main methods of selecting a market research sample
- Create additional documents to accompany a written questionnaire to be used by a travel and tourism organisation
Resources:
Lesson Structure:
- Outline the learning objectives of the session
- Go through the PowerPoint Presentation
- Hand out the Activity sheet
- Re-connect with the travel organisation investigated in previous sessions, i.e. Management Structures and Market Research Methods
- Highlight some of the key aspects of the Activity sheet, in particular the idea of using pre-notification and covering letters
- Discuss with the group ways to follow-up on elements of the sample who do not respond to the questionnaire
- Ask the group to identify the best way of selecting the sample for the market research in the Activity
- Allow time for the students to draft the documents required in the tasks
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