This document outlines the curriculum for a one-half to three credit course on travel and tourism marketing. The course teaches students about key marketing concepts and functions and how they apply specifically to the travel and tourism industry. Students learn skills in areas such as communication, teamwork, leadership, diversity, distribution channels, finance, research, pricing, product planning, promotion, purchasing, risk management, and selling. The course covers various aspects of the travel industry including different types of travelers, transportation, accommodations, destinations, packaged tours, business travel, and the role of travel agencies.

1. §124.47. Travel and Tourism Marketing (One-Half to Three Credits).
(a) General requirements. This course is recommended for students in Grades 10-12.
(b) Introduction.
(1) Marketing is a series of dynamic activities that focus on the customer to generate a
profitable exchange. Students gain knowledge and skills that help them to be proficient in one
or more of the marketing functional areas associated with distribution, financing, marketing-
information management, pricing, product planning, promotion, purchasing, risk management,
and selling skills needed to help customers make satisfying buying decisions and to solve
marketing problems. Students integrate skills from academic subjects, information technology,
interpersonal communication, and management training to make responsible decisions.
(2) The principles and concepts of marketing, as well as a variety of human resource skills,
provide a foundation that allows students to make well-informed, responsible decisions. In the
highly-competitive, international business environment, marketing functions and techniques
must be adapted to meet the needs of specialized marketing industries, such as travel and
tourism marketing. Through occupationally-specific applications, students will learn skills that
make marketing a profitable and satisfying career.
(c) Knowledge and skills.
(1) The student knows business concepts and explains how business satisfies economic needs.
The student is expected to:
(A) categorize business activities as production, marketing, management, or finance;
(B) explain the interdependence each business activity has with marketing; and
(C) understand the ramifications of business conduct.
(2) The student knows the importance of marketing as well as the functions of marketing. The
student is expected to:
(A) explain the marketing concept;
(B) describe each marketing function and how it contributes to the marketing concept;
(C) explain how each component of the marketing mix contributes to successful marketing;
(D) explain the importance of target markets;
(E) describe advantages and disadvantages of market segmentation and mass marketing; and

2. (F) research trends and emerging technologies affecting travel and tourism marketing.
(3) The student knows how to use self-development techniques and interpersonal skills to
accomplish marketing objectives. The student is expected to:
(A) identify and practice effective interpersonal and team-building skills with co-workers,
managers, and customers; and
(B) participate in leadership and career development activities (such as DECA and local
chambers of commerce).
(4) The student knows the impact and value of diversity. The student is expected to:
(A) identify the effect of languages other than English on the travel and tourism industry;
(B) explain the impact of multiculturalism and multigenerationalism on travel and tourism
business activities; and
(C) identify how diversity affects travel and tourism marketing decisions.
(5) The student knows that distribution channel members facilitate the movement of products.
The student is expected to:
(A) identify channels of distribution for selected products in the travel and tourism industry;
and
(B) describe activities of each channel member.
(6) The student knows that financial planning is necessary for the marketer's success and
solvency. The student is expected to:
(A) identify sources of financial assistance; and
(B) explain the purpose of financial records (such as budget, balance sheet, and income
statement).
(7) The student knows the role of a marketing-information system (MIS). The student is
expected to:
(A) explain characteristics and purposes of an MIS;
(B) identify benefits and limitations of marketing research;

3. (C) research printed and technological resources to identify and select products and services;
and
(D) access informational and transactional functions of computerized systems.
(8) The student knows that pricing has policies, objectives, and strategies. The student is
expected to:
(A) compare and contrast pricing policies; and
(B) analyze the price of a product.
(9) The student knows the elements and processes of product planning. The student is
expected to:
(A) describe stages of new-product planning;
(B) define the term "product mix;" and
(C) identify stages of the product life cycle for new or existing travel and tourism products.
(10) The student knows that successful marketers must develop, implement, and evaluate a
promotional plan. The student is expected to:
(A) identify components of the promotional mix (such as advertising, visual merchandising, and
personal selling); and
(B) analyze a promotional plan for effectiveness.
(11) The student knows that purchasing occurs as steps in a continuous cycle. The student is
expected to:
(A) distinguish between buying for resale and buying for organizational use; and
(B) explain the importance of identifying needs as the first step of the purchasing process.
(12) The student knows that various types of risks impact business. The student is expected to:
(A) categorize business risks as natural, human, or economic; and
(B) explain methods a travel and tourism business uses to control risks.
(13) The student knows the role of selling in a private enterprise. The student is expected to:
(A) explain how selling impacts the travel and tourism industry; and

4. (B) describe steps in the selling process.
(14) The student knows the nature and scope of the travel and tourism industry. The student is
expected to:
(A) discuss the growth of travel as an industry in the marketplace;
(B) list ways government entities promote and regulate the travel industry;
(C) discuss how geography and history influence the travel industry;
(D) describe categories of travelers and their motivations, needs, and expectations (MNEs); and
(E) explore international travel issues.
(15) The student knows transportation and accommodation products. The student is expected
to:
(A) list factors that influence air travel services;
(B) discuss surface travel industries (such as railroad, motorcoach, car rental, and mass transit
systems);
(C) discuss types of cruise packages; and
(D) compare and contrast the MNEs of lodging customers.
(16) The student knows travel and tourism products and services. The student is expected to:
(A) determine what attracts travelers to different destinations;
(B) explain how the travel industry packages and sells recreation; and
(C) discuss the tour package as a product.
(17) The student knows the nature and scope of business and professional travel. The student
is expected to:
(A) discuss the importance of the business traveler to the industry; and
(B) categorize the where, what, and why of meetings, conventions, and incentive travel.
(18) The student knows the role of the travel agency. The student is expected to:
(A) describe the relationship of a travel agency with customers and suppliers;

5. (B) describe types of travel agencies (such as commercial and leisure); and
(C) compare and contrast product-oriented and consumer-oriented marketing.