TOERISME LESOPSOMMING Direktoraat: Kurrikulum VOO

TOURISM LESSON SUMMARY Directorate: Curriculum FET

SUBJECT AND GRADE Tourism – Grade 11

TERM 4 Week 2 (Revised Annual Teaching Plan)
TOPIC The Marketing Budget: Costs related to Marketing
AIMS OF LESSON Once you have completed the lesson you must be able to know:
• Which costs are related to Marketing?

• Which are the four main costs (Market research, Communication costs, Travel costs, Personnel costs)

• Which other costs are related to these main costs?

RESOURCES PAPER BASED RESOURCES DIGITAL RESOURCES

What do I need for this session?
INTRODUCTION
What should I already know?
CONCEPTS AND SKILLS
Refer to the following sections in your Click on links below to download online resources on
textbooks: this topic/s:
WCED – e - Portal
• OXFORD SUCCESSFUL TOURISM: Page 215 - 219
https://wcedeportal.co.za/browse/grades/11/subjects/tourism
• FOCUS TOURISM GRADE 11: Page 193 – 197
• TOP CLASS TOURISM GRADE 11: Page 243 - 246 VIA AFRIKA TOURISM STUDY GUIDE GRADE 11: page 92 - 94
https://viaafrika.com/wp-content/uploads/2020/04/Gr11-Tourism-
• VIA AFRIKA TOURISM GRADE 11: Page 214 – 217
SG_LR.pdf
Marketing
- Marketing of tourism products and services, Factors to consider during the marketing process
- Different types of promotional / advertising techniques used in the Tourism Industry
Marketing budget:
- A marketing budget is an estimate of projected costs to market your products or services.
- Without a properly constructed marketing budget, the company’s marketing plans and campaigns will fail.
Market research:
- Some prior research will be necessary for the cost estimates to be as realistic as possible
The importance of market research:
• To determine the needs of tourists
• To identify new markets

Page | 1
 TOERISME LESOPSOMMING Direktoraat: Kurrikulum VOO
TOURISM LESSON SUMMARY Directorate: Curriculum FET

Market Research The process of collecting and analysing information on existing and potential clients.
Market research costs
• Costs such as staff time
• Telephone charges
• Producing material such as questionnaires
The importance of market research:
• To determine the needs of tourists
• To identify new markets
• To monitor client satisfaction
• To increase sales
• To improve repeat visits

Page | 2
 TOERISME LESOPSOMMING Direktoraat: Kurrikulum VOO
TOURISM LESSON SUMMARY Directorate: Curriculum FET

Communication Costs • Most tourism organisations make use of a number of communication channels
such as TV advertisements, radio and newspapers.
• Costs such as printing, telephone, facsimile and internet charges.

Travel Costs Local and overseas travel costs

• Relate to travel for attending exhibitions and personnel sales

Personnel Costs Personnel costs

• Include staff time dedicated to marketing.
• Larger businesses may employ people solely to marketing activities
• Smaller businesses tend to use existing staff to carry out marketing such as
distributing flyers and telemarketing.

MASTER MARKETING BUDGET (Example)

Page | 3
 TOERISME LESOPSOMMING Direktoraat: Kurrikulum VOO
TOURISM LESSON SUMMARY Directorate: Curriculum FET

ACTIVITIES/ ASSESSMENT ACTIVITIES

1. Suggest the appropriate promotion technique for marketing the following tourism products.
1.1 A holiday resort for families (1)
1.2 A musical event with local bands. (2)
1.3 A trip of a passenger ship (1)
1.4 The opening of a hotel (1)
1.5 A sponsored fun run for a local charity organization (2) [7]

2. Read the following statements and identify whether the statements are above- the-line
or below-the-line promotion techniques:

2.1 Tour operators make use of brochures to advertise packages to Mauritius. (2)
2.2 Mango celebrates its 10th year of existence by giving its clients special discount tariffs. (2)
2.3 A South African airline sponsors the South African Golf Championships. (2)
2.4 A restaurant make use of ‘’facebook’’ and ‘’twitter’’ to advertise its business. (2) [8]

3. Choose the term from the list below and compare it to the technology mentioned.

Digital displays / Cellphone advertising / Banner advertisement / Audio-visual presentations / Video walls

3.1 Mobile telephone messages and adds (1)

3.2 Multiple monitors to form one large screen (1)
3.3 Material using sound and pictures such as videos (1)
3.4 An advertisement placed as a block across the top or side of a web page. (1)
3.5 A display that provides information in the form of numbers or letters electronically. (1) [5]

Total: [20]

Page | 4