·
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.
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:
·
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
|
Professional Practice and Management : Lesson plan app 1
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Hattie (2009a) suggests focusing only on those techniques and aspects that yield results from students being taught to take control of their own learning – formative feedback, self- assessment, study skills. Developing interactive teaching methods combined with fun and interactive technology learning aids like Prezi will help us bridge the gap between the information and the activity that results in the transfer of knowledge for the learner. Examples of engaging learning techniques to use include: Discussion Techniques, The jigsaw method, simulation games, role-play, debate, and brainstorming, work placements while maintaining and developing a positive student centered learning experience. Ultimately as pedagogical practitioners we are faced with exciting and demanding times ahead developing a learning environment that is constantly growing,improving the learning experience with students yet ultimately finding the balance between theory requirements and practical alignment.
ReplyDeleteReferences:
ReplyDeleteCraig, 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