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Research the tourism product
Assessment Strategies
by written exam
Criteria
learner explains the four "P's" (Product, Price, Promotion, Place) of marketing
learner differentiates among product-oriented, sales-oriented, and customer-oriented marketing
learner analyzes the major components of the marketing cycle
learner explains how market research is conducted
learner explains how marketers use geographic, demographic, psychographic, and behavioristic segmenting
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Develop a marketing plan
Assessment Strategies
by written exam
by submitting a marketing plan outline for a tourism business
Criteria
learner examines customer wants and needs
learner explains the role of marketing objectives in the development of marketing strategies
learner explains the value of marketing strategies to a company
learner explains why a company must establish a position for its product
learner summarizes what a positioning statement does
learner differentiates among a product's position, image, and slogan
learner contrasts product features and product benefits
learner analyzes the four characteristics that determine the viability of a market segment
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Develop an effective Advertising/Promotion piece
Assessment Strategies
by written exam
by submitting a advertising/promotion plan for a tourism business
Criteria
learner explains the psychological needs of the tourism customer
learner describes patterns of tourism psychology using personality, motivation, and behavior classifications
learner identifies the three components of the communications mix
learner explains the guidelines for creating an advertising message
learner evaluates the advantages and disadvantages of different advertising media
learner develops a strategy for an advertising campaign
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Formulate a pricing strategy for a tourism product
Assessment Strategies
by written exam
by submitting a pricing strategy analysis
Criteria
learner analyzes the impact of pricing on the marketing mix
learner compares different pricing strategies for a tourism product
learner determines the optimum pricing strategy for a tourism product
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Perform a location analysis for a tourism business
Assessment Strategies
by submitting a Location Analysis Report for a tourism business
Criteria
Location Analysis Report includes a competition analysis
Location Analysis Report includes a Trade Area Analysis
Location Analysis Report includes a Traffic Counts evaluation