PPM Appendix 1: Lesson Plan with extra notes

·          Demonstrate understanding and integrated knowledge of the theories, concepts and methods pertaining to Marketing and Sales within the Aviation or Tourism Industry.	Lecture-Practical demonstrations-Group work-Work placement [1]Sales & Marketing : 1.      Introduction to Sales & Marketing – Definitions. What’s your understanding? 2.      Traditionally, marketing and sales has revolved around the "four variables." These are the product, the price, promotion and active distribution. 3.      Sales theory is about the relationship between the sales force and the product itself. Theorist: Marketing professor Thomas Ingram of Colorado State University stresses the integration of marketing and sales. 4.      E.G.Price-Promo-Dist: Sales is largely the process of turning demand turn into profit, or alternatively, turning purchasing power into demand. Part of this is price. If there is a closely competitive market in products that are very similar --- Nissan v. Toyota, for example --- then price becomes the only real distinction. Both Nissan and Toyota have excellent mileage and reliability, and hence, the only real way to promote the product in a competitive market is to stress the concept of price. 5.     Theorists: ·         Experience-Self Direction: Cross, Knowles, Rogers ·         Social Learning: Bandura, Vygotsky ·         Making Sales Training Meaningful: Maslow (1954) creativity-motivation ·          Problem solving-creativity : Rickards ‘Being creative is seeing the same thing as everyone else but thinking of something different’(http://www.ozemail.com.au/~caveman/basics/definitions.htm).	Reading-Videos-Handouts Class Q: Koestler said:‘True creativity often starts where language ends.’ How would you interpret this statement in the context of business? Group Activity: 1: Keeping prices competitive John Holmes operates a clothes wholesale distribution business. Competition is strong, and pricing is keen. Rising costs of distribution, however, are a constant problem, and all rival distributors compete strongly on price. John is looking for ways of keeping prices competitive. Question: How can John try to minimise price rises in the face of strong competition and at the same time still maintain profitability?
·          Recognise the relationship between the modern business and customer environment, as well the technologies and how they apply to the Marketing & Sales Function.	Lecture-Roleplay demonstrations-Group work Note: It's not just about selling products and making money, but about building relationships based on trust, loyalty and mutual benefit. Therefore, the connection between sales theory and practice is about building a real community that exists for mutual gain and utility. Training is provided to bring the salesperson as quickly as possible to optimal productivity and maintain that level. Due to the costs associated with training, optimal productivity is not the same as maximum productivity.Continued maintenance training is required by providing product-market information or new selling skills in a dynamic environment.	Pre reading articles to discuss in class Class Activity: Split into Groups: Question : In what ways might airlines use technology to market services to customers? Can you think of any which are not currently offered?
·          Gain a clear understanding of best practice based on a comprehensive knowledge of the theory in Sales & Marketing practice within the Aviation & Tourism Industry.	Lecture-Practical demonstrations-Group work-Work placement ·          ‘Unless a company is progressing all the time, it is in fact moving backwards. It is quite impossible to maintain the status quo’ (Rogers, 1996). ·          Who could have envisaged fifty years ago the retail development complexity of travel agents or the shopping complexes at airports such as London Heathrow, London Gatwick, Manchester International, Amsterdam, Kuala Lumpur, Munich, Madrid and Barcelona – to mention just a few. Indeed, some of the major airport complexes have developed almost into miniature shopping centres in their own right. ·          Airlines- Logos – Their Wing/Body Branding ·          The airline business is immensely competitive, and all companies have to strive to find ways of identifying means of establishing a competitive advantage for themselves. This is often sought by trying to improve the quality of service offered in relationship to the price charged or through the nature of the augmented services offered. ·          Service quality includes such things as: 1 Tangibles. Do the physical facilities, equipment and appearance of personnel associated with the service promote confidence in the quality of the service? 2 Reliability. Is there evidence of an ability to perform the promised service properly the first time? 3 Responsiveness. Is there a willingness to help customers and provide prompt service? 4 Competence. Do the personnel possess knowledge and skill, and have they an ability to convey trust and confidence? 5 Credibility/trustworthiness. Is the organisation trustworthy and does it always deliver what it promises to deliver? 6 Empathy. Does the provider of the service provide its customers with individual attention? 7 Courtesy. Do customers perceive the service provided to be a friendly one? 8 Communication. Are customers kept informed about the service offered in the language they can understand? Do the providers of the service listen to what the customers have to say?	Discuss Case Study: Sir Colin Marshall in the 1980s with a particular directive to focus on the customer. An effective internal marketing programme was based on the notion that employees would not treat customers better until they themselves were treated better. Marshall established profit sharing and a two-day seminar at which attendance was compulsory for all employees. It was felt that the programme contributed significantly to raising staff morale and to better customer relations.
·          Assess the impact of emerging technologies such as internet and e-marketing on global travel retail marketing while understanding the documenting the demands that increasing aviation business complexity will place on the organisation	Lecture-Practical demonstrations-Group work Look at Technology: ·          Look at: E-Business Environment case studies: 1.      Emirates 2.      Trivago 3.      Skyscanner 4.      E-dreams 5.      Expedia	Videos-Handouts

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References:

Craig, R.L. & Kelly, L. (1990). Sales Training Handbook. Englewood Cliffs, NJ: Prentice-Hall.

Russell, F., Beach, F., & Buskirk, R. (1982). Selling: Principles and Practices (11th Ed.). New York: McGraw-Hill.

PPM: Lesson Plan- Assignment layout

Timing Lecture time only noted.	Learning Outcome: The Learner will.....	Trainer Activities	Resources	Assessment
4 hours	Demonstrate understanding and integrated knowledge of the theories, concepts and methods pertaining to Marketing and Sales within the Aviation or Tourism Industry.	Lecture Practical demonstrations Group work Work placment	Reading Videos Handouts	See Below
4 hours	·         Recognise the relationship between the modern business and customer environment, as well the technologies and how they apply to the Marketing & Sales Function.	Lecture Roleplay demonstrations Group work	Pre reading articles to discuss in class Videos Handouts	See Below
3 hours	·         Gain a clear understanding of best practice based on a comprehensive knowledge of the theory in Sales & Marketing practice within the Aviation & Tourism Industry.	Lecture Practical demonstrations Group work Work placement	Videos Handouts	See Below
4  hours	Assess the impact of emerging technologies such as internet and e-marketing on global travel retail marketing while understanding the documenting the demands that increasing aviation business complexity will place on the organisation	Lecture Practical demonstrations Group work	Videos Handouts	Assignment attached to modular descriptor .

Nordic Business Forum: Community in Practice using multiple forms of TEL Tools to Teach

Click To See : Nordic Business Forum 2012 Brian Tracy

The Forum during the annual training summit uses as Technology Enabled Tools for Teaching/facilitating :

• Blog
• Twitter
• You Tube
• Website
• Interviews
• Workshop

Module Objectives : Sales & Marketing in Aviation and Tourism

Module Objectives

This module focuses on the Sales & Marketing in Aviation & Tourism. It embraces a diverse range

of objectives. These objectives provide participants with the practical and theoretical skills to further

their employment prospects in successful marketing

and sales management roles for the Aviation &

Tourism Industry by influencing the sales of products and services for organisations both in Ireland &

Abroad. This module firstly explores sales & marketing, then identifies the tactical sales and marketing

mix and looks at implementation of successful sales & marketing practice and case study. It equips the

learners with sales & marketing strategies and tactics that will assist them in their future careers.

• It provides learners with practical skills through the use of case studies and online exercises that

will assist them in future development of their Sales & Marketing plans.

• To give learners a clear understanding of the differences between sales & marketing functions

and current business practice within the Aviation and Tourism Industry.

• Develop a sound theoretical competency, knowledge and understanding of sales & marketing in

the Aviation & Tourism sector.

• To provide learners with sales & marketing management strategies and tactics that is essential

for functioning in business today.

• To enable learners to acquire the skills and knowledge of sales & marketing practices that

will assist them in developing a key understanding of the critical concepts of business and

marketing best practice within the sector while creating a sales & marketing plan for a chosen

organisation.

• To ensure learners have a clear understanding of how technology and the various methods of

marketing can assist in sales & marketing campaigns.

PPM: Presentation Proposal : Sales & Marketing Module for Aviation sector company

https://docs.google.com/presentation/d/1SBFSQwm8062LQr9tuW-hkv1Lh0yr6ixLX4x-HzWLdbc/edit?usp=sharing

Click to see