-SQA-SCOTTISH QUALIFICATIONS AUTHORITY HIGHER NATIONAL UNIT SPECIFICATION GENERAL INFORMATION

Transcription

1 -SQA-SCOTTISH QUALIFICATIONS AUTHORITY HIGHER NATIONAL UNIT SPECIFICATION GENERAL INFORMATION -Unit Number Superclass- -Title- NK TOUR OPERATING: BROCHURE PRODUCTION AND CUSTOMER RELATIONS DESCRIPTION- GENERAL COMPETENCE FOR UNIT: relations. Brochure production and customer OUTCOMES 1. advise on brochure production; 2. determine the selling price of an inclusive tour programme; 3. advise on customer relations. CREDIT VALUE: 1 HN Credit ACCESS STATEMENT: Access to this unit is at the discretion of the centre. However, it would be beneficial if the candidate has skills in written and/or oral communication and competence in identifying factors which influence tour operations. This may be evidenced by possession of National Certificate Modules Communication 4, Introduction to Travel and Tourism and Introduction to the Travel Industry. It would be beneficial if the candidate had completed Higher National Units Customer Service in the Travel and Tourism Industry; Tour Operating: Planning and Costing Tour Programmes

2 For further information contact: Committee and Administration Unit, SQA, Hanover House, 24 Douglas Street, Glasgow G2 7NQ. Additional copies of this unit may be purchased from SQA (Sales and Despatch section). At the time of publication, the cost is 1.50 (minimum order 5.00). 2

3 HIGHER NATIONAL UNIT SPECIFICATION STATEMENT OF STANDARDS UNIT NUMBER: UNIT TITLE: TOUR OPERATING: BROCHURE PRODUCTION AND CUSTOMER RELATIONS Acceptable performance in this unit will be the satisfactory achievement of the standards set out in this part of the specification. All sections of the statement of standards are mandatory and cannot be altered without reference to SQA. OUTCOME 1. ADVISE ON BROCHURE PRODUCTION PERFORMANCE CRITERIA (a) (b) Advice on the stages of brochure production is accurate and comprehensive. Brochure production is analysed in terms of market segmentation. RANGE STATEMENT The range for this outcome is fully expressed within the performance criteria. EVIDENCE REQUIREMENTS Written and/or oral evidence highlighting the importance of the brochure as a marketing tool, the effect of which the lead time in brochure production may have in responding to specific situations and the stages involved in brochure production. Analysis of the different brochures which may be offered by a tour operator to different market segments to achieve competitive advantage. 3

4 OUTCOME 2. DETERMINE THE SELLING PRICE OF AN INCLUSIVE TOUR PROGRAMME PERFORMANCE CRITERIA (a) (b) (c) Evaluation of particular pricing methods is accurate and consistent with marketing practices. A price grid is prepared in accordance with trade practice. Evaluation of special offers is accurate in terms of their effects on the pricing of a particular tour. RANGE STATEMENT The range for this outcome is fully expressed within the performance criteria. EVIDENCE REQUIREMENTS PC (a) - Written and/or oral evidence evaluating at least 4 types of pricing methods which a tour operator can adopt in determining a price for its tour and its appropriateness to the tour operating industry. PC (b) - A completed price grid which incorporates at least 3 different seasonal prices for a minimum of 2 durations. PC (c) - Evaluating the use of 4 special offers. OUTCOME 3. ADVISE ON CUSTOMER RELATIONS PERFORMANCE CRITERIA (a) (b) (c) Possible sources of feedback required by a tour operator for quality control purposes are identified correctly. Feedback is used effectively to ensure continual product improvement and customer satisfaction. Advice on dealing with customer complaints is in accordance with organisational procedures and good customer relations practices. RANGE STATEMENT Possible sources of feedback: client s responses collected from aircraft seats; hotel pigeon holes; Head Overseas Representatives. 4

5 EVIDENCE REQUIREMENTS Written and/or oral evidence is required to show that the candidate understands how customer relations is practised in tour operations. MERIT A candidate who achieves all the performance criteria for all outcomes will be awarded a pass in the unit. A candidate will be awarded a pass with merit if he/she is able to demonstrate superior performance by showing that he/she can achieve the outcomes and performance criteria and who, is so doing, demonstrates superior performance with respect to the following: (a) (b) (c) (d) consistently strong recognition and exposition of the relationship between tour operating theory and practice, ie, being able to relate it to case study material; a high level of coherence in explanation and analysis; consistent use of material from a wide range of sources; originality of approach ASSESSMENT In order to achieve this unit, candidates are required to present sufficient evidence that they have met all the performance criteria for each outcome within the range specified. Details of these requirements are given for each outcome. The assessment instruments used should follow the general guidance offered by the SQA assessment model and an integrative approach to assessment is encouraged. (See references at the end of support notes). Accurate records should be made of the assessment instruments used showing how evidence is generated for each outcome and giving marking schemes and/or checklists, etc. Records of candidates achievements should be kept. These records will be available for external verification. SPECIAL NEEDS Proposals to modify outcomes, range statements or agreed assessment arrangements should be discussed in the first place with the external verifier. Copyright SQA 1997 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 5

6 HIGHER NATIONAL UNIT SPECIFICATION SUPPORT NOTES UNIT NUMBER: UNIT TITLE: TOUR OPERATING: BROCHURE PRODUCTION AND CUSTOMER RELATIONS SUPPORT NOTES: This part of the unit specification is offered as guidance. None of the sections of the support notes is mandatory. NOTIONAL DESIGN LENGTH: SQA allocates a notional design length to a unit on the basis of time estimated for achievement of the stated standards by a candidate whose starting point is as described in the access statement. The notional design length for this unit is 40 hours. The use of notional design length for programme design and timetabling is advisory only. PURPOSE This unit is designed to enable the candidate to produce brochures and undertake effective customer relations. CONTENT/CONTEXT Candidates should be encouraged to concentrate on the application of tour operating concepts. The unit does not directly deal with air travel issues but candidates should be aware of the broader travel and tourism environment within which tour operating decisions are taken and in which the tour operating policy operates. Most parts of the unit specification imply some underpinning knowledge. The following gives some examples of this and indicates other material which may be relevant in the delivery of the unit: Outcome 1 The purpose of a brochure and the information which it contains. The importance of the brochure as a marketing tool. The types of people who enjoy going on holiday. Stages in brochure production: budget, rough design, cut-off point, mock-up, brochure specification, print specification, copywriter, typeset, masterfile, galley print out, print broker, layout, photography, prices dropped in and printing process and legal aspects of brochure production: (i) (ii) different brochures: to suit different market segments and tours; different market segments: students, families, senior citizens, etc. Adherence to relevant legislation including Package Travel, Package Holidays and Package Tour Regulations

7 Outcome 2: The different categories of passengers who are likely to travel on a tour. The different regional departure airports and ports which are used for tours. The different classes and types of accommodation offered by a tour operator in its tour. Seasonal times of travel. The pricing methods which a tour operator applies to attract clients to its tour. Special factors: late deals offered by a tour operator in an attempt to sell bed and/or seats. Outcome 3 Definition of customer relations. The importance of a tour operation having a customer relations department and in creating a favourable image of the company. All the tour operator s personnel who come into contact with its clients. Source of feedback: the types of feedback used by a tour operator for quality control purposes eg. feedback from travel agents, travel writers. Quality control: those factors leading to a tour operator s overall excellence. Organisational procedures: an individual tour operator s rules and regulations for customer complaints. Trade organisations code of conduct. Package Travel, Package Holidays and Package Tour Regulations APPROACHES TO GENERATING EVIDENCE Candidates should be encouraged to relate the evidence that they produce to current travel and tourism events or issues. The use of case studies, newspaper and journal articles, etc, could help to achieve this and there may be opportunities for candidates to work in small groups. ASSESSMENT PROCEDURES An assessment method to be used could be an assignment based on case study material. There is scope to use an instrument of assessment which integrates the unit, although it is also possible to treat the unit as 3 discrete outcomes. If this is done for the assignment Outcome 1 could be based on a situation familiar to candidates eg, developing a brochure for a new tourism destination. Outcome 2 for establishing a customer relations department within the same tour operation. 7

8 REFERENCES 1. Guide to unit writing. 2. For a fuller discussion on assessment issues, please refer to SQA s Guide to Assessment. 3. Information for centres on SQA s operating procedures is contained in SQA s Guide to Procedures. 4. For details of other SQA publications, please consult SQA s publications list. Copyright SQA 1997 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 8