Hotel and Motel Marketing

Standards and Benchmarks

Standard 1

Use principles of planning, management, and organization
1.1	Analyze methods to organize, plan, and manage resources and time effectively.
1.2	Evaluate procedures to enhance quality work.

Standard 2

Demonstrate knowledge of leadership
2.1	Participate in a marketing student organization
2.2	Demonstrate knowledge of the student organization’s purpose and mission.
2.3	Develop leadership presentation skills using technology.
2.4	Demonstrate leadership skills in classroom activities.

Standard 3

Identify, plan and explore for a future career
3.1	Analyze personal skills, interests, and abilities related to career planning.
3.2	Research a specific career for information on education, training, job outlook, etc.
3.3	Develop a portfolio of work representing employability tools created for seeking employment.

Standard 4

Apply professional customer service and communication skills
4.1	Identify correct customer service features for the workplace.
4.2	Demonstrate proper written and verbal communication skills.
4.3	Utilize basic skills of correct customer service and communications.

Standard 5

Demonstrate proficiency in the use of technology
5.1	Demonstrate knowledge of word processing, spreadsheet and presentation software.
5.2	Demonstrate ability to perform communications tasks using technology.

Standard 6

Demonstrate knowledge of the principles of marketing
6.1	Demonstrate application of the marketing principles in relation to fashion and the retail industry.
6.2	Identify all of the principles and foundations of marketing.
6.3	Prepare an Advertising Campaign and compete in a Management Team Decision Making Event as outlined by DECA competitive events.

Content Outline

Unit Title:	Suggested Length:
Marketing is All Around Us	3 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.1, 2.2, and 6.1
Content:
The focus of this unit is the basic principles of marketing. Overall, this unit is designed as an introduction to marketing to show how any person is familiar with marketing and the basic principles and concepts of marketing just from having watched television, read a magazine or shopped in a retail store.
Suggested Student Performance/Product:
At the conclusion of this unit, students will be able to identify the principles and basic concepts of marketing. Students will be evaluated based on a unit test as well as other projects that will be assigned with the chapters.
Suggested Resources:
Marketing Essentials Textbook Newspapers Magazines
Pre-AP Extensions:

Unit Title:	Suggested Length:
The Hospitality & Tourism Business	7 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.2, 2.2, 4.2, 5.1, and 6.2
Content:
Hotel/Motel Marketing generates billions of dollars in sales for the Hospitality industry. The Hospitality business continues to grow rapidly in the United States and globally. The unit begins by focusing on the world of Hospitality, explaining to students the components of Hospitality and why Hospitality has been important through history. It continues by exploring the basics of marketing Hospitality products. Next, students will examine the wide variety of Hospitality businesses and explain why they play an important role in domestic and global economies. Students will wrap up the unit by discovering an understanding of how Hospitality affects the world around us.
Suggested Student Performance/Product:
Students will research current Hospitality trends. Research favorite trends in a past time period. Identification of target markets. Identify distribution methods. Research employment trends. Research global trends. Written assignments and exams at the end of each chapter.
Suggested Resources:
Marketing Essentials Textbook Hotel/Motel Marketing Text Trade Organizations Trade Publications Guest Speakers
Pre-AP Extensions:

Unit Title:	Suggested Length:
Hospitality & Tourism Markets	6 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.2, 2.3, 3.1, 5.2, and 6.2
Content:
Students will explore the diverse markets of hospitality and tourism that profile opportunities for students interested in careers in these fields. There will be a focus on food-service businesses and the various types of restaurants and their operations. Students will learn about the wide range of lodging businesses including hotels and inns for all types of guests. Next, students will be given a background in travel and tourism businesses, focusing on tour operations and transportation. Destination tourism discusses market segmentation. Concluding the unit will be an exploration of the wide world of tourism in relation to sports, events, and entertainment attractions.
Suggested Student Performance/Product:
Aside from exams and daily work, students will participate in the following activities: Identify various categories of the commercial food-service industry Describe types of restaurant businesses Identify the types of hotel classifications Describe the guest-services in the hotel industry Identify factors that contribute to the growth of tourism Discuss reasons why people travel Identify the classification of destinations. Identify the various businesses that promote and provide destination tourism Look at amateur and professional sports Differentiate between pubic and private events.
Suggested Resources:
Marketing Essentials Textbook, Hotel/Motel Marketing Text, Trade Organizations, Trade Resources, and Guest Speakers
Pre-AP Extensions:

Unit Title:	Suggested Length:
Selling	6 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.2, 2.4, 3.3, 4.1, 4.2, 4.3, 6.1, and 6.2
Content:
The focus of this unit is the sales process and how it relates to marketing. Students will be basically preparing for the state sales test given by CareerTech.
Suggested Student Performance/Product:
Students will be tested at the end of each chapter of the sales unit, as well as taking the State CareerTech assessment.
Suggested Resources:
Marketing Essentials Textbook
Pre-AP Extensions:

Unit Title:	Suggested Length:
Advertising	3 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.1, 2.1, 2.2, 6.1, and 6.3
Content:
The focus of this unit will be how advertising is used in Hotel/Motel Marketing.
Suggested Student Performance/Product:
Students will be tested on the basics of advertising as well as constructing their own advertising notebook. Students will also prepare an Advertising Campaign Event as outlined by DECA.
Suggested Resources:
Marketing Essentials Textbook DECA Images
Pre-AP Extensions:

Unit Title:	Suggested Length:
Marketing Hospitality & Tourism	9 weeks
Standard & Benchmarks:
Hotel and Motel Marketing 1.1, 4.3, 5.2, 6.1, and 6.2
Content:
Students will explore the key aspects of marketing hospitality and tourism. Beginning with a focus on basics, such as the marketing plan and marketing mix as well as market research. Students will also learn about collecting and managing market-research information and the application of segmentation. Next is an outline of the different types of hospitality and tourism products and how businesses plan for current and new products. Students will then be given a background in pricing products through discussions about pricing strategies and the factors that affect price. An exploration of distribution of hospitality and tourism products follows next. Concluding the unit, students will learn about the promotion of hospitality and tourism through the promotional mix—advertising, public relations, and sales promotions.
Suggested Student Performance/Product:
Aside from exams and daily assignments, students will do some of the following: Describe the Marketing Process Identify the components of product utility Explain the purpose of market segmentation Develop Marketing Research Identify the levels of hospitality and tourism products. Differentiate between customer satisfaction and customer loyalty Explain the concept of price Describe the concept of supply and demand Explain the types of selling Define channels of distribution Explain the promotional mix Create an advertising message
Suggested Resources:
Marketing Essentials Textbook, Hotel/Motel Marketing Text, Tulsa Promenade, and Guest Speakers
Pre-AP Extensions:

Unit Title:	Suggested Length:
Exploring Careers in Hospitality & Tourism	3 Weeks
Standard & Benchmarks:
Hotel and Motel Marketing 3.1, 3.2, 3.3, 5.1, and 5.2
Content:
A career in the Hospitality industry is challenging and rewarding and encompasses a variety of opportunities ranging from science to sales. The information in this last unit will help students prepare for a career. This unit will give them information about Hospitality careers as well as the process of researching, finding, getting and keeping a job.
Suggested Student Performance/Product:
Daily assignments and tests will also be accompanied by some of the following activities: Writing a Hospitality article Organize a college day Research careers Outline a business plan
Suggested Resources:
Marketing Essentials Textbook
Pre-AP Extensions:

Course Syllabus

Hotel and Motel Marketing 10-12 Grades

Rationale and Course Description

One of the three first-year marketing classes offered in Tulsa Public Schools, Hotel and Motel Marketing offers an emphasis on hospitality and tourism and how marketing plays an important role for the success of each.

How will students learn?

Students will learn through a variety of methods including classroom discussion, major and minor projects, field trips, computer simulation programs and other activities throughout the course of the year.

Content Outline

Students will complete units in:

Marketing is All Around Us

The Hospitality and Tourism Business

Hospitality and Tourism Markets

Selling

Advertising

Marketing Hospitality and Tourism

Exploring Careers in Hospitality and Tourism

How will students be assessed?

Students will be assessed on a point basis. Students will earn points on daily assignments, chapter and/or unit tests, research projects and classroom participation. The opportunity to earn additional points will be given at the instructor’s discretion throughout the year.

Major Projects/Products

During the first semester, Hotel/Motel Marketing Students will complete one major project. The major project is a written Advertising Campaign, which follows the outline provided each year by DECA. During the second semester, students will complete smaller projects dealing with advertising and sales. They will have the opportunity to work with Tulsa area hotels and restaurants in small groups.

Learning Resources

Learning Resources for Hotel/Motel Marketing include Marketing Essentials text, Virtual Business computer software, The Wall Street Journal, Hospitality & Tourism Workbook, as well as guest speakers from industry.

Grading Policy

Make-Up Work Policy

Pacing Calendar

1^st Quarter

Standard 2: Demonstrate knowledge of leadership.
2.1	Participate in a marketing student organization
2.2	Demonstrate knowledge of the student organization’s purpose and mission.
2.3	Develop leadership presentation skills using technology.
2.4	Demonstrate leadership skills in classroom activities.
Standard 3: Identify, plan, and prepare for a future career.
3.1	Analyze personal skills, interests, and abilities related to career planning.
Standard 5: Demonstrate proficiency in the use of technology.
5.1	Demonstrate knowledge of word processing, spreadsheet and presentation software.
Standard 6: Demonstrate knowledge of the principles of marketing.
6.2	Identify all of the principles and foundations of marketing.

2nd Quarter

Standard 1: Use principles of planning, management, and organization.
1.1	Analyze methods to organize, plan, and manage resources and time effectively.
Standard 4: Apply professional customer service and communication skills.
4.1	Identify correct customer service features for the workplace.
4.2	Demonstrate proper written and verbal communication skills.
Standard 6: Demonstrate knowledge of the principles of marketing.
6.3	Prepare an Advertising Campaign and compete in a Management Team Decision Making Event as outlined by DECA competitive events.

3rd Quarter

Standard 1: Use principles of planning, management, and organization.
1.2	Evaluate procedures to enhance quality work.
Standard 3: Identify, plan, and prepare for a future career.
3.2	Research a specific career for information on education, training, job outlook, etc.
Standard 5: Demonstrate proficiency in the use of technology.
5.2	Demonstrate ability to perform communications tasks using technology.
Standard 6: Demonstrate knowledge of the principles of marketing.
6.1	Demonstrate application of the marketing principles in relation to fashion and the retail industry.

4th Quarter

Standard 3: Identify, plan, and prepare for a future career.
3.3	Develop a portfolio of work representing employability tools created for seeking employment.
Standard 4: Apply professional customer service and communication skills.
4.3	Utilize basic skills of correct customer service and communications.