Hospitality and Tourism MarketingWVEIS 0437

This area of study provides students with information on how to promote a hotel, restaurant, or travel and tourism related business. Students will discover industry trends in addition to career opportunities that abound in the following industries: lodging, food and beverage, airline, cruise line, travel agencies, event planners, and recreation. This course will allow students to be actively engaged in learning how to create successful promotional mix strategies: advertising, publicity, sales promotion, and personal selling. Students will engage in learning new software: Microsoft Publisher and Windows Movie Maker.Students will utilize problem-solving techniques and participate in hands-on activities to develop an understanding of course concepts. Teachers should provide each student with real world learning opportunities and instruction related to selection, development, and maintenance of individual marketing education programs.Students are encouraged to become active members of the student organizationDECA, the national student organization for those enrolled in marketing education. DECA is an integral component of the program and provides curricular opportunities that enhance student achievement. Teachers should utilize relevant DECA activities to support experiential learning. The West Virginia Standards for 21st Century Learning include the following components: 21st Century Content Standards and 21st Century Learning Skills and Technology Tools. All West Virginia teachers are responsible for classroom instruction that integrates learning skills, technology tools, and content standards and objectives.

Grades9-12

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Hospitality and Tourism Marketing

Standard: 1 / The Travel and Tourism Industry
ME.S.HTM.1 / Students will categorizethe segments within the travel and tourism industry.
Objectives / Students will
ME.O.HTM.1.1 / recognize the travel and tourism industry.
ME.O.HTM.1.2 / provide the characteristics of a tourist.
ME.O.HTM.1.3 / subdivide the segments of the travel and tourism industry.
ME.O.HTM.1.4 / relate the segments of the hospitality industry to the travel and tourism industry.
ME.O.HTM.1.5 / illustrate the interdependence of the segments of the travel and tourism industry.
ME.O.HTM.1.6 / contrast the business and leisure traveler.
Performance Descriptors (ME.PD.HTM.1)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in the travel and tourism industry.The student assesses the travel and tourism industry; evaluatesthe characteristics of a tourist; critiquesthe segments of the travel and tourism industry; appraisesthe segments of the hospitality industry to the travel and tourism industry; justifies the interdependence of the segments of the travel and tourism industry; and contraststhe business and leisure traveler. The student can independently solve problems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in the travel and tourism industry. The student recognizesthe travel and tourism industry; provides the characteristics of a tourist; subdividesthe segments of the travel and tourism industry; relatesthe segments of the hospitality industry to the travel and tourism industry; illustrates the interdependence of the segments of the travel and tourism industry; and contrasts the business and leisure traveler. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in the travel and tourism industry. The student definesthe travel and tourism industry; restatesthe characteristics of a tourist; summarizesthe segments of the travel and tourism industry; reviews the segments of the hospitality industry to the travel and tourism industry; describesthe interdependence of the segments of the travel and tourism industry; and identifies the business and leisure traveler. Performance needs further development and supervision.
Standard: 2 / Economic Impact of the Travel and Tourism Industry
ME.S.HTM.2 / Students will recognize how tourism impacts the economy.
Objectives / Students will
ME.O.HTM.2.1 / predict the economic impact in relation to the travel and tourism industry.
ME.O.HTM.2.2 / examine how tourism financially impacts the economy on the state and national level.
ME.O.HTM.2.3 / research the economic impact of travel and tourism in West Virginia.
ME.O.HTM.2.4 / breakdown the ripple effect of a weakening economy on the tourism industry.
ME.O.HTM.2.5 / appraise the impact of international travel on the economy in the United States.
Performance Descriptors (ME.PD.HTM.2)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in economic impact of the travel and tourism industry. The student predicts the economic impact in relation to the travel and tourism industry; assesses how tourism financially impacts the economy on the state and national level; predicts the economic impact of travel and tourism in West Virginia; critiquesthe ripple effect of a weakening economy on the tourism industry; and appraises the impact of international travel on the economy in the United States. The student can independently solve problems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in economic impact of the travel and tourism industry. The student predicts the economic impact in relation to the travel and tourism industry; examineshow tourism financially impacts the economy on the state and national level; researches the economic impact of travel and tourism in West Virginia; breakdowns the ripple effect of a weakening economy on the tourism industry; and appraises the impact of international trade on the economy in the United States. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in economic impact of the travel and tourism industry. The student defines economic impact in relation to the travel and tourism industry; explainshow tourism financially impacts the economy on the state and national level; describesthe economic impact of travel and tourism in West Virginia; explainsthe ripple effect of a weakening economy on the tourism industry; and estimates the impact of international travel on the economy in the United States. Performance needs further development and supervision.
Standard: 3 / Fundamentals of Marketing
ME.S.HTM.3 / Students will determine how marketing affects the travel and tourism industry.
Objectives / Students will
ME.O.HTM.3.1 / characterize marketing.
ME.O.HTM.3.2 / draw a chart of the marketing functions.
ME.O.HTM.3.3 / recognize the elements of the marketing mix.
ME.O.HTM.3.4 / determine the importance of the marketing concept in relation to the travel and tourism industry.
ME.O.HTM.3.5 / illustrate the concept of a target market.
ME.O.HTM.3.6 / relate market segmentation to the target market in the travel and tourism industry.
Performance Descriptors (ME.PD.HTM.3)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in the fundamentals of marketing. The student incorporates marketing; composesa chart of the marketing functions; interpretsthe elements of the marketing mix; validates the importance of the marketing concept in relation to the travel and tourism industry; supportsthe concept of a target market; and evaluatesmarket segmentation to the target market in the travel and tourism industry. The student can independently solve problems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in the fundamentals of marketing. The student characterizesmarketing; drawsa chart of the marketing functions; recognizesthe elements of the marketing mix; determinesthe importance of the marketing concept in relation to the travel and tourism industry; illustrates the concept of a target market; and relatesmarket segmentation to the target market in the travel and tourism industry. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in the fundamentals of marketing. The student definesmarketing; reproducesa chart of the marketing functions; identifies the elements of the marketing mix; recalls the importance of the marketing concept in relation to the travel and tourism industry; explains the concept of a target market; and identifies market segmentation to the target market in the travel and tourism industry. Performance needs further development and supervision.
Standard: 4 / Customer Service and Employees in the Travel and Tourism Industry
ME.S.HTM.4 / Students will recognize the importance of customer service in the travel and tourism industry.
Objectives / Students will
ME.O.HTM.4.1 / demonstrate the importance of customer service.
ME.O.HTM.4.2 / show the importance of customer satisfaction in the travel and tourism industry.
ME.O.HTM.4.3 / determine ways in which segments of the travel and tourism industry can increase customer satisfaction.
ME.O.HTM.4.4 / report the importance of employee selection, orientation, training, and incentive programs.
ME.O.HTM.4.5 / assess the concept of empowering employees.
Performance Descriptors (ME.PD.HTM.4)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in customer service and employees in the travel and tourism industry. The student evaluates the importance of customer service; expresses the importance of customer satisfaction in the travel and tourism industry; predictsways in which segments of the travel and tourism industry can increase customer satisfaction; articulates the importance of employee selection, orientation, training, and incentive programs; and reinforces the concept of empowering employees. The student can independently solve problems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in customer service and employees in the travel and tourism industry. The student demonstrates the importance of customer service; shows the importance of customer satisfaction in the travel and tourism industry; determinesways in which segments of the travel and tourism industry can increase customer satisfaction; reports the importance of employee selection, orientation, training, and incentive programs; and assesses the concept of empowering employees. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in customer service and employees in the travel and tourism industry. The student definesthe importance of customer service; identifies the importance of customer satisfaction in the travel and tourism industry; identifies ways in which segments of the travel and tourism industry can increase customer satisfaction; describes the importance of employee selection, orientation, training, and incentive programs; and explains the concept of empowering employees. Performance needs further development and supervision.
Standard: 5 / The Lodging Industry
ME.S.HTM.5 / Students will describe the segments of the lodging industry.
Objectives / Students will
ME.O.HTM.5.1 / compare the segments of the lodging industry: motels, hotels, conference centers, bed and breakfasts, resorts, etc.
ME.O.HTM.5.2 / outline the job descriptions and careers associated with front and back-of-the-house operations.
ME.O.HTM.5.3 / predict the impact of E-commerce on the lodging industry.
ME.O.HTM.5.4 / assess types of events, attractions, and amenities in the lodging industry.
ME.O.HTM.5.5 / develop a brochure for a segment in the lodging industry.
ME.O.HTM.5.6 / examine the importance of customer service in the lodging industry.
ME.O.HTM.5.7 / determine how cultural diversity affects the lodging industry.
ME.O.HTM.5.8 / research the educational requirements for a career in the lodging industry.
ME.O.HTM.5.9 / recognize the types of employee compensation packages and recognition programs.
Performance Descriptors (ME.PD.HTM.5)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in the lodging industry. The student critiques the segments of the lodging industry: motels, hotels, conferences centers, bed and breakfasts, resorts, etc.; ranks the job descriptions and careers associated with front and back-of-the-house operations; arguesthe impact of E-commerce on the lodging industry; evaluatestypes of events, attractions, and amenities in the lodging industry; develops a brochure for a segment in the lodging industry; evaluates the importance of customer service in the lodging industry; assesseshow cultural diversity affects the lodging industry; appraisesthe educational requirements for a career in the lodging industry; and justifies the types of employee compensation packages and recognition programs. The student can independently solve problems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in the lodging industry. The student compares the segments of the lodging industry: motels, hotels, conferences centers, bed and breakfasts, resorts,etc.; outlinesthe job descriptions and careers associated with front and back-of-the-house operations; predicts the impact of E-commerce on the lodging industry; assessestypes of events, attractions, and amenities in the lodging industry; develops a brochure for a segment in the lodging industry; examines the importance of customer service in the lodging industry; determineshow cultural diversity affects the lodging industry; researches the educational requirements for a career in the lodging industry; and recognizes the types of employee compensation packages and recognition programs. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in the lodging industry. The student describesthe segments of the lodging industry: motels, hotels, conferences centers, bed and breakfasts, resorts, etc.; explains the job descriptions and careers associated with front and back-of-the-house operations; explains the impact of E-commerce on the lodging industry; identifies types of events, attractions, and amenities in the lodging industry; reads a brochure for a segment in the lodging industry; describes the importance of customer service in the lodging industry; explains how cultural diversity affects the lodging industry; identifies the educational requirements for a career in the lodging industry; and identifies types of employee compensation packages and recognition programs. Performance needs further development and supervision.
Standard: 6 / The Food and Beverage Industry
ME.S.HTM.6 / Students will explain the segments of the food and beverage industry.
Objectives / Students will
ME.O.HTM.6.1 / compare types of restaurants.
ME.O.HTM.6.2 / develop a menu.
ME.O.HTM.6.3 / examine the importance of customer service in the food and beverage industry.
ME.O.HTM.6.4 / analyze the strategies involved in the pricing of food.
ME.O.HTM.6.5 / point out how cultural diversity affects the food and beverage industry.
ME.O.HTM.6.6 / outline the job descriptions and careers associated with front and back-of-the-house operations.
ME.O.HTM.6.7 / research the educational requirements for a career in the food and beverage industry.
ME.O.HTM.6.8 / determine the importance of etiquette on the personal and professional level.
Performance Descriptors (ME.PD.HTM.6)
Above Mastery / Mastery / Partial Mastery
The student demonstrates exceptional and exemplary performance with distinctive and sophisticated application of knowledge and skills that exceed the standard in the food and beverage industry. The student selects types of restaurants; creates a menu; justifies the importance of customer service in the food and beverage industry; communicates the strategies involved in the pricing of food; interprets how cultural diversity affects the food and beverage industry; appraises the job descriptions and careers associated with front and back-of-the-house operations; compiles the educational requirements for a career in the food and beverage industry; and reinforces the importance of etiquette on the personal and professional level. The student can independently solveproblems and is self-directed. / The student demonstrates competent and proficient performance and shows a thorough and effective application of knowledge and skills that meet the standard in the food and beverage industry. The student compares types of restaurants; develops a menu; examines the importance of customer service in the food and beverage industry; analyzes the strategies involved in the pricing of food; points out how cultural diversity affects the food and beverage industry; outlinesthe job descriptions and careers associated with front and back-of-the-house operations; researchesthe educational requirements for a career in the food and beverage industry; and determines the importance of etiquette on the personal and professional level. Application of knowledge and skills is thorough and effective and the student can work independently. / The student demonstrates basic but inconsistent performance of fundamental knowledge and skills characterized by errors and/or omissions in the food and beverage industry. The student locates types of restaurants; writes a menu; explains the importance of customer service in the food and beverage industry; lists the strategies involved in the pricing of food; explains how cultural diversity affects the food and beverage industry; describes the job descriptions and careers associated with front and back-of-the-house operations; identifies the educational requirements for a career in the food and beverage industry; and reports the importance of etiquette on the personal and professional level. Performance needs further development and supervision.