Travel and Toursim schools project at Mersea Island Museum
Assignments for Unit 5
The Plume School Vocational Faculty
BTEC First Diploma in Travel and Tourism
Unit 5 Exploring Marketing in Travel and Tourism
Aims:
This unit will introduce you to how travel and tourism organisations use marketing to ensure their success. You will explore the principles of marketing in the industry, will see how products and services are adapted to the needs of customers and will develop skills in the design of both market research projects and promotional materials.
Assignment 5 A
Assessment criteria to be covered:
P1 describe the principles of marketing used by travel and tourism organisations to meet marketing objectives
P2 Describe how the products and services of one travel and tourism organisation are provided to meet the needs of different types of customer
M1 explain how the principles of marketing are used by travel and tourism organisation to meet marketing objectives.
Scenario:
You work at Mersea Museum, a small local museum, as a volunteer. You are given responsibility for providing the other volunteers with an introduction to how marketing is used in the industry. This is to take the form of a Powerpoint slideshow.
Task 1
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Put into your slideshow definitions with accompanying travel and tourism based examples of the following principles of marketing:
Criterion addressed P1 |
Task 2
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For Mersea Museum produce a slideshow which shows the following: · Describe their products and services · Explain how they are targeted to meet the needs of different customers eg different ages, socio-economic groups, lifestyles, groups, interests, travelling alone or in various groups
Criterion addressed P2 |
Task 3
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For each marketing objective i.e.: · Raise awareness · Increase market share · Increase profits · Develop and introduce new products · Target new customers · Retain existing customers · Branding
Give 2 examples of how organisations for whom the objective is relevant use the principles of marketing as described in task 1 to meet these objectives.
In each example you must identify the organisation and the market segment they are targeting in the activity identified.
Criterion addressed M1 |
End of assignment 5A
DEADLINE FOR COMPLETION
Assignment 5B
Assessment criteria to be covered:
P3 Design and use market research in travel and tourism context to meet specific objectives
P4 Describe promotional materials used by travel and tourism organisations to promote their products and services
P5 Produce a piece of promotional material suitable for use in a travel and tourism context.
M2 Explain the appropriateness of the market research for the selected travel or tourism organisation
M3 Analyse the effectiveness of a piece of promotional material appropriate to the needs of the target market
D1 Draw conclusions from the results of market research and suggest changes to be made
D2 Evaluate the effectiveness of promotional material meeting the needs of the target market and suggest improvements.
Scenario:
As part of your marketing role you are involved in marketing the Spring Fair which will be held in April. It is also your job to ensure that the Fair proves to be a success. This will entail market research and the design of appropriate promotional materials.
Task 1
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Mersea Museum needs to find out about its potential customers.
Design as a group a questionnaire which will enable you to:
Criterion addressed P3 |
Task 2
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Carry out research using your questionnaire. You will be put in small groups and each group must interview a minimum of 5 respondents.
Your group results will then be collated so that it is easy to see what you found out.
An individual report should then be written using appropriate charts, tables and graphs to show your results. You will give a written summary of what your research has revealed.
Criterion addressed P3 |
Task 3
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Having summarised your results, you now need to consider the suitability of your market research: · What were the advantages and disadvantages of using a questionnaire? · Would any other method of researching the market have worked better? · Did all of your questions work as you expected and collect the information you wanted?
Criterion addressed M2 |
Task 4
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On the basis of your market research you must now make recommendations for the organisation in respect of the products and services they should offer, the target markets and their marketing plans.
Criterion addressed D1 |
Task 5
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With the use of examples, describe the types of promotional materials which travel and tourism organisations can use. Your list should include:
Criterion addressed P4 |
Task 6
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Produce a piece of marketing material which could be used to advertise Mersea Museum’s Spring Fair.
Explain who your target market is and decide on appropriate marketing objectives.
Criterion addressed P5 |
Task 7
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Take the promotional material you have produced in task 6 and evaluate it by considering:
You will need to collect the opinions of members of the target audience to assess the material’s appeal.
Having drawn conclusions on the basis of the questions above, you must make suggestions for improvements.
Criteria addressed M3 D2 |
End of assignment 5B
DEADLINE FOR COMPLETION:
Unit 5 Summary
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