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Sample schemes of work for GCSE Leisure and Tourism - Unit 2

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Students should be given an example of a SWOT analysis. Legoland File has a basic SWOT analysis. AVCE Travel and Tourism and Leisure and Recreation

GCSE support packs L&T year plans, assignments and more

    Sample schemes of work for GCSE Leisure and

    Tourism

    Unit 2

Delivering the Specification

    It is anticipated that most centres will deliver the specification over 2 years. In some cases, however, the specification may be delivered over a 1-year period.

    Suggested schemes of work for Unit 2 are provided below. There is an outline scheme, covering key themes, with suggested activities, followed by a more detailed scheme which includes references to resources.

Sample schemes of work for L&T Page 1 of 7

GCSE support packs L&T year plans, assignments and more

    Unit 2: Marketing in Leisure and Tourism

Outline Scheme of Work

Target Marketing and Market Segments

    Following input giving an introduction to and definition of marketing and the benefits of a marketing perspective in an organisation. This section could be linked to different types of customers in the customer service unit. Look at websites/leaflets/brochures to discuss how organisations segment markets.

Market Research

    Input on importance of market research to marketing. Gapped handout on different types of primary research and suitability for different needs. Students produce questionnaires to obtain information on staff/students in school/college and how they spend their leisure time. This could then be linked to Investigating Leisure and Tourism. Alternatively, the questionnaire could be linked to where people go/have been on holiday. The questionnaire could also be linked to refectory, social provision in school/college, evaluate local attraction and so on.

The Marketing Mix four key elements of marketing product, price, place,

    promotion

Product

    In groups, students look at two components of the industry and identify different types of products and/or services and give a presentation on their features. On a flip chart, draw a product life cycle and students can place their products on their chart and discuss. Students could be given brand names and asked to identify the products. They could also be asked to suggest a brand name for a product aimed at a specific target market. Higher-level students could be given details of a product and asked to adapt to a different type of market. After-sales service could be linked to dealing with complaints in customer service.

Price

    This could start with the game ‘The Price is Right’ and students asked to guess the price of a product or service. They could be given similar products with different prices and discuss why prices are different. Students could be given details of travel requirements/holiday needs/membership details for leisure centre and asked to calculate price. This could be linked to customer records in Customer Service.

Place

    Location of outlets and facilities could be linked to Investigating Leisure and Tourism and facilities in a local area. Visits to different types of facilities could be arranged. Students could discuss bus stations/railway stations/airports and ferry ports and their location and facilities. Students could research websites to identify products and services available through different distribution channels.

Sample schemes of work for L&T Page 2 of 7

GCSE support packs L&T year plans, assignments and more

    Promotional Techniques

    Students could be given a gapped handout with different techniques provided and complete with explanation. They should research examples of where techniques have been used by the industry. Advantages and disadvantages of different techniques could be discussed with higher-level students.

Promotional Materials and Campaigns

    Students could be asked to bring in examples of promotional materials. They should consider content, style and tone. For each type, they should identify the target market. They should produce a list of what should be included and how the information should be presented. They should then be given situations for which they are to select a type of material and produce for a given situation. Higher-level students could be asked to produce a different type of promotional material to the examples given.

Investigating the Marketing Mix

    Students should be given details of a marketing mix for different fictitious organisations where one or more components are inappropriate. Students should identify components that are inappropriate and explain why. They could also be asked to make suggestions for improvements. Students could then investigate the marketing mix of real organisations and evaluate for different market segments.

SWOT Analysis

    Students should be given an example of a SWOT analysis. The Legoland pack has a good one that is straightforward. They could then be asked to produce these for other similar types of attractions. Higher-level students could also be asked to apply to different types of organisations. Sample schemes of work for L&T Page 3 of 7

    GCSE support packs L&T year plans, assignments and more

UNIT 2: MARKETING IN LEISURE AND TOURISM

Detailed Scheme of Work

Key themes are:

    ? target marketing

    ? market research

    ? marketing mix

    ? SWOT analysis.

    Students will be required to complete an internal assessment.

Target Marketing and Market segments Eg age, gender, social group, lifestyle, ethnicity

    Following input giving an introduction to and definition of marketing and the benefits of a

    marketing perspective in an organisation. This section could be linked to different types of

    customers in Customer Service unit. Look at websites/leaflets/brochures to discuss how organisations segment markets.

    Resources

    GNVQ Intermediate Leisure and Tourism, AVCE Leisure and Recreation and Travel and Tourism

    textbooks have definitions of marketing and the benefits of a marketing perspective. They also provide background information on market segmentation. Marketing for Travel and Tourism by Holloway and

    Plant gives useful information about how this is applied in the industry. It is not an appropriate text for

    lower ability students. LSDA’s Industry Information Packs for Travel and Tourism and Leisure and

    Recreation give company profiles, some of which indicate market segments that are targeted. Legoland

    file gives details of market segments. Websites given under component headings can also be accessed

    to determine how their market is segmented.

    Market research Postal surveys, telephone questionnaires, personal

    surveys, observation, internet Input on importance of market research to marketing. Gapped handout on different types of primary

    research and suitability for different needs. This could then be linked to Investigating Leisure and

    Tourism. Alternatively, the questionnaire could be linked to where people go/have been on holiday.

    Questionnaire could also be linked to refectory, social provision in school/college, evaluate local attraction and so on

    .

    Resources

    GNVQ Intermediate Leisure and Tourism, AVCE Leisure and Recreation and Travel and Tourism

    textbooks have sections on market research. These include case studies. All marketing textbooks will

    have sections on market research. Note: the unit only refers to primary research. Students should be

    discouraged from investigating secondary research sources and techniques. The Legoland file has

    details of market research activities.

    The product or service features, the brand name, the Marketing mix

    after-sales service, product life cycle 1. Product

    In groups students look at two components of the industry and identify different types of

    products and/or services and give a presentation on their features. On a flip chart, draw a product life cycle and students can place their products on their chart and discuss. Students

    could be given brand names and asked to identify the products. They could also be asked to

    suggest a brand name for a product aimed at a specific target market. Higher-level students

    could be given details of a product and asked to adapt to a different type of market. This could

    be linked to the leisure products and services topic in Investigating Leisure and Tourism unit.

    After-sales service could be linked to dealing with complaints in customer service.

    Resources

    Websites given under component headings are for different types of organisations. Details of their

    products are provided. GNVQ Intermediate Leisure and Tourism, AVCE Travel and Tourism and Leisure Sample schemes of work for L&T Page 4 of 7

GCSE support packs L&T year plans, assignments and more

    and Recreation textbooks have theoretical information relating to product development. The higher-level textbooks will give details of product life cycles. Case studies are often included. LSDA’s Industry

    Information Packs for Travel and Tourism and Leisure and Recreation have details of company

    products. Alton Towers, CenterParcs, Tower Experience and Madame Tussauds produce information

    packs with details of products. LSDA’s Legoland File has details of its product and development.

    Brochures, leaflets and promotional materials can also be used to determine product information. Sample schemes of work for L&T Page 5 of 7

    GCSE support packs L&T year plans, assignments and more

    The actual selling price, any credit terms, profitability Marketing Mix

    2. Price

    Could start with the game ‘The Price is Right’ and students asked to guess the price of a

    product or service. They could be given similar products with different prices and discuss why

    prices are different. Students could be given details of travel requirements/holiday

    needs/membership details for leisure centre and asked to calculate the price. This could be linked to customer records in customer service.

    Resources

    GNVQ Intermediate Leisure and Tourism and AVCE Travel and Tourism and Leisure and Recreation

    textbooks have theoretical background information and case studies. Websites listed under components give details of prices of products and services. Brochures and leaflets also give details of prices.

    The types of outlet or facility used, the location of outlets

    or facilities, identification of distribution channels Marketing Mix

    3. Place

    Location of outlets and facilities could be linked to Investigating Leisure and Tourism and

    facilities in a local area. This could be linked to the map produced for Investigating Leisure and

    Tourism. Visits to different types of facilities could be arranged. Students could discuss bus stations/railway stations/airports and ferry ports and their location and facilities. Students could

    research websites to identify products and services available through different distribution

    channels.

    Resources

    Textbooks can be used to develop an understanding of the importance of place and the chain of

    distribution. Thomson Local, Yellow Pages and local newspapers give details of location of provision.

    Websites listed under components give details of local and national provision. Some websites listed under transportation also show the layout of terminals and details of accessibility, parking and so on.

    LSDA’s Travel and Tourism Industry Information Pack has information on distribution channels. Trade

    publications and Insights give case study information.

    Advertising, direct marketing, public relations, personal

    selling, displays, sponsorship, demonstrations, sales Marketing Mix promotions 4a.Promotional techniques

    Students could be given a gapped handout with different techniques provided and complete with explanation. They should research examples of where techniques have been used by the

    industry. Advantages and disadvantages of different techniques could be discussed with

    higher-level students.

    Resources

    GNVQ Intermediate Leisure and Tourism textbooks give descriptions of different promotional

    techniques. Further information can be found in AVCE Travel and Tourism and Leisure and Recreation

    textbooks and general marketing texts. Insights and Leisure Management have interesting case studies, although some may be too difficult for lower ability students to follow. Websites listed under component

    headings give details of promotional techniques used by appropriate organisations. The resources

    section gives details of videos, many of which discuss promotional techniques used. The LSDA

    Legoland File gives details of promotional methods. LSDA’s Travel and Tourism Industry Information

    Pack has details of promotional techniques used in some case studies. Marketing mix Advertisements, brochures and leaflets, merchandising

    4b Promotional materials materials, videos, press releases, internet sites

    Promotional campaigns What a promotional campaign is trying to achieve

    (objectives), who the target market is, what promotional

    techniques to use, what promotional materials to use,

    how to monitor and evaluate the success of the

    campaign Students could be asked to bring in examples of promotional materials. They should consider content,

    style and tone. For each type, they should identify the target market. They should produce a list of what

    should be included and how the information should be presented. They should then be given situations

    for which they are to select a type of material and produce for a given situation. Higher-level students

    Sample schemes of work for L&T Page 6 of 7

    GCSE support packs L&T year plans, assignments and more could be asked to produce a different type of promotional material to the examples given. Resources

    Tourist information centres have samples of leaflets, brochures, posters and merchandising material.

    There are often adverts on TV and radio promoting leisure and tourism products. Many leisure and

    tourism organisations sponsor TV and radio shows. Brochures can be obtained from local travel agents

    who also produce leaflets and posters to promote specific activities. Their window displays are

    promotional materials and can be accessed in most town centres. Bus and railway stations, together

    with airports and ferry ports and motorway service stations, produce leaflets, posters and brochures.

    Websites listed under component headings give details of promotional materials used. LSDA’s Legoland

    File and Travel and Tourism Industry Information Pack, Madame Tussauds Information Pack and Tower

    Experience GNVQ Pack all have details of promotional materials used. Trade journals are used to

    advertise products and services, as are local and national newspapers. Sunday newspapers are very

    good for different types of advertisements for holiday destinations, accommodation, activities and tour

    operators.

    Marketing mix The importance of each component and how they work

    together to meet organisations objectives Students should be given details of a marketing mix for different fictitious organisations where one or

    more components are inappropriate. Students should identify components that are inappropriate and

    explain why. They could also be asked to make suggestions for improvements. Students could then

    investigate the marketing mix of real organisations and evaluate for different market segments. Resources

    Case studies of organisations can be found in textbooks, LSDA ‘s Industry Information Packs, Legoland

    File, Insights, trade publications and websites under component headings. SWOT analysis Strengths, weaknesses, opportunities, threats Students should be given an example of a SWOT analysis. The Legoland pack has a good one that is straightforward. Higher-level students could also be asked to apply to different types of

    organisations.

    Resources

    Legoland File has a basic SWOT analysis. AVCE Travel and Tourism and Leisure and Recreation

    textbooks give more detailed examples of SWOT analysis, as do specific marketing textbooks. These

    are written to a higher level and may be difficult for lower ability students to use. GNVQ Intermediate

    Leisure and Tourism textbooks do not refer to SWOT analysis as it was not part of the syllabus. Websites given under component headings can be used as the basis for researching strengths and

    weaknesses of different organisations. Opportunities and threats can be derived from national

    newspapers, trade publications and competitors’ websites as well as promotional material.

Sample schemes of work for L&T Page 7 of 7

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