BTEC Travel and Tourism

		Unit 3 Coursework Unit
Intent	What are we building on?	Many students will have basic knowledge of the subject. They will have learnt some basic concepts and language during unit 1 and 2 which will be taught before this Unit.
	Overarching theme, specification Link	Pearson BTEC Level 3 National Certificate in Travel and Tourism (603/1224/5) Unit 3 Principles of Marketing in Travel and Tourism , coursework Unit (120GLH). Learners investigate the use of marketing in travel and tourism organisations and how to meet customer expectations in order to inform a promotional campaign of their own design.
Implementation	What are we teaching? Learning aim A: Explore role of marketing activities in influencing customer decisions and meeting customer needs in travel and tourism (2 hours a week)	Introduction to Unit Issue specification and curriculum plans to discuss the unit, the learning outcomes and the mode of assessment Interrelationships between marketing and customer service in travel and tourism organisations Marketing principles and definitions of marketing. Marketing activities used to attract and retain customers Goals of customer service are linked to marketing Interrelationships
		Influencing customer decisions and meeting needs Different types of customer Importance of identifying who has influence over purchasing decisions Factors influencing customer decisions Considering customer needs when carrying out marketing activities and communications Balancing customer satisfaction with organisational aims and objectives
		The marketing mix used by travel and tourism organisations Product Price Promotion Place Portfolio 1
		Potential impacts of the marketing mix and customer service Potential positive impacts Potential negative impacts

	Learning aim B: Examine the impact that marketing activities have on the success of different travel and tourism organisations	The role of marketing in different travel and tourism organisations The marketing process in a travel and tourism context Marketing aims and objectives Development of a brand and brand extensions in a travel and tourism context Development of a brand and brand extensions in a travel and tourism context Mass and niche market
		How marketing contributes to the success of travel and tourism organisations Growth Links between marketing and achieving an organisation’s aims and objectives Different approaches to marketing activities Potential impact on customers Potential impact on the organisation Portfolio 2
	Learning aim C: Carry out market research in order to identify a new travel and tourism product or service	Collecting market research data Preparing for market research activity Appropriate sources of primary research Appropriate sources of secondary research Importance of validity, reliability and currency Quantitative and qualitative data, methods of collection, purpose of collection
		Analysing market research data Using primary and secondary research data to determine if there is a demand for the new product or service Using primary and secondary research data to determine the target market Competitor analysis Data - qualitative and quantitative Portfolio 3 Using research results to help identify a new product or service
	Learning aim D: Produce a promotional campaign for a new travel and tourism product or service, to meet stated objectives	Designing a promotional campaign to meet stated objectives Campaign aims and objectives Identification of target market Product or service information Price of product or service Place Promotion Campaign budget They key performance indicators
		Producing promotional materials and activities Promotional materials and activities Factors for consideration Use of AIDA (Attention, Interest, Desire, Action) Keep It Short and Simple (KISS) strategy
		Finishing coursework
		Finishing coursework
	What comes next?	Unit 3 Principles of marketing in travel and tourism Unit 9 Visitor Attractions
	Links to other curriculum areas	This unit links to: • Unit 1: The World of Travel and Tourism • Unit 3 Principles of Marketing in Travel and Tourism • Unit 4: Managing the Customer Experience in Travel and Tourism • Unit 9: Visitor Attractions.
	PBL and EE Links	EE opportunities with external businesses.
Impact	How will this be embedded and assessed?	This unit is assessed via coursework. There is a maximum number of two summative assignments for this unit. The relationship of the learning aims and criteria is: Learning aims: A and B (A.P1, A.P2, B.P3, B.P4, A.M1, B.M2, A.D1, B.D2) Learning aims: C and D (C.P5, D.P6, C.M3, D.M4, C.D3, D.D4) Do Now Activities to focus on recall at the start of lessons. Weekly homework submitted via Google classroom. HT1 - Portfolio 1- Explain how effective marketing and customer service in travel and tourism organisations work together to influence customer decisions and meet customer needs HT2 Portfolio 2 - Explain the potential impacts of the marketing mix on travel and tourism organisations and customers HT3 Portfolio 3 - Explain how marketing activity is conducted differently by two travel and tourism organisations to a
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