Yorkshire 2011

Lesson Plan

Lesson Objectives

• By the end of this series of 3 lessons pupils will be able to :-

All :-Carry out research to Identify the promotional mix used by a selected organisation. Describe the promotional mix used by a selected organisations for a selected product/serviceMost: Explain how the promotional mix used by a selected organisation enables them to meet their business and marketing objectivesSome: describe how alternative promotional methods would enable an organisation meet to it’s objectives

Thinking Time!

• Working on your own take 3 mins to think What is Yorkshire Tourist Board• What is it’s purpose• What does it do- activities/services• Which area does it cover- places within

YorkshireNow discuss with your learning partners and

identify 3 facts about YTB 2mins

Yorkshire Tourist Board Facts

• Information centre which helps tourist find place to visit in Yorkshire

• Sell products on behalf of the people/organisation in Yorkshire- Tickets for attractions- Apprentice Bus Trips

• Bradford• Leeds• Humber Bridge –Hull deep• Scarborough Bridlington• Dales Skipton

5 mins

Keywords

• Aim• Objective• Business objective• Marketing objective• Key Principles• Sustainable Tourism• Yorkshire• Tourist Board• Promotional mix• 7 p’s marketing mix

5 mins

Keywords Defined

• Aim• Objective• Business objective• Marketing objective• Key Principles• Sustainable Tourism• Yorkshire• Tourist Board• Promotional mix• 7 p’s marketing mix

5 mins

Lesson Objectives

By the end of this lesson pupils will be able to • Some: Describe the business and marketing

objectives of Yorkshire Tourist Board(YTB) in relation to the 7 principles of sustainable tourism

• Most: Describe the Business and Marketing objectives of YTB

• All: Identify 4 Business and Marketing objectives of YTB

In groups of 3 your Yorkshire 2011 Challenge is to :Outline the 4 main business and marketing objectives for

the Yorkshire Tourist Board (YTB). Develop 10 words on what you think YTB should use to

describe their market – ‘Yorkshire’.

Rules:Within your work you must include information about the

following:The 4 main business and marketing objectives for the

Yorkshire Tourist Board(YTB). Discussion of these terms in relation to the 7 key principles of sustainable tourism (See Product Development slides.)

A demonstration of what YTB does by linking these to Campaigns and Channels to Market.

A contrast of what happens at Yorkshire Tourist Board with what you think should happen.

10 words on what you think YTB should use to describe their market – ‘Yorkshire’.

Job roles• Project Manager – responsible for the smooth running of the challenge and ensuring the presentation includes the rules• Chief Researcher – responsible for collecting the key facts for the report (whole group will be required to do research)• IT and Resource manager – responsible for producing background slides and technical support

Resources:

You will have access to:

• A computer for research

• PowerPoint access for creating the presentation

• YTB information

• The Internet

Time limit: 40 minutes

Key Processes:

Critical Thinking & enquiry

Advocacy & representation

Taking informed & responsible action

Product: 4 main objectives & 10 words describing Yorkshire

Success Criteria UGLY BAD GOOD

4 main objectives

Your ability to relate these to the 7 key principles of sustainable tourism

Demonstration of what the YTB does

Contrast of what actually happens with what you think happens

10 words describing Yorkshire

Has everyone in the group carried out their role?

Task

• Look at the YTB challenge• Identify:-• what you need to do• How you will do it• Where you will find information• How you will present your findings• Write in your book

5 mins

Task

What you Need to Do:-Prepare a PPT which explains the 4 main business and marketing

objectives of Yorkshire tourist boardWhere will you Find informationwww.yorkshire.comU:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit

9 Creative Product Promotion\ YTB Promotion- lots of PPTHow will you retrieve the informationRead the power points, search for the objectives, make notesIdentify key words for search e.g. “Business objectives of Yorkshire

tourist board” read sites to find objectivesDiscuss with learning partners

40 mins

Our Findings

• What are the 4 main business and marketing objectives of YTB

5 mins

Our Findings

• What are the 7 key principles of sustainable tourism

Our findings

• How do YTB promote their products/services

Our Findings- 10 words to describe YTB Market

5 mins

Plenary

• How do the business objectives of YTB reflect the 7 key principles of sustainable tourism?

• How do the marketing objectives of YTB reflect the 7 key principles of sustainable tourism?

• What promotion methods do YTB currently use to promote their products? Why

• Which promotional methods could they also use? Why

10 mins

Answer

Business and Marketing Objectives of YTB

Lesson Objectives

• By the end of this series of 3 lessons pupils will be able to :-

All :-Carry out research to Identify the promotional mix used by a selected organisation. Describe the promotional mix used by a selected organisations for a selected product/serviceMost: Explain how the promotional mix used by a selected organisation enables them to meet their business and marketing objectivesSome: describe how alternative promotional methods would enable an organisation meet to it’s objectives

Task 2-Writing Up The Evidence

Assessment criteriaP1 describe the promotional mix used by two selected organisations for a selected product/serviceAssessment GuidanceAt its simplest, for P1, this may relate to raising sales or establishing a local profile.

Thinking Time

• Look at the assessment criteria• Identify what you will have to do• What information do you need• What do you need to include• What is the process word• What would evidence to meet this word look

like• How will you present it

P1 describe the promotional mix used by two selected organisations for a selected product/service

5 mins

Writing Frame

• Introduction- what do you aim to do• 7 key principle of sustainable tourism• YTB Marketing and business objectives• How the YTB promotes it’s services/products

P1 describe the promotional mix used by two selected organisations for a selected product/service

5 mins

Review Learning

Write down • 3 things you have learnt today• 2 things you are unsure about• 1 thing you will use again- say where, when,

how, why

10 mins

• Know what YTB is and covers• Find out it’s marketing aims objectives• 7 principle of sustainable tourism• Make notes:- review and consolidateAnswer big qu Do YTB objectives reflect the 7 principles of sustainable tourism?If so how, why/notWhat do you need to write upIncludeDo it