Dr Lee Slaughter
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Sales and distribution knowledge is an important graduate attribute for securing employment in the tourism and events industries. This course will focus on distribution channels, the travel trade and sales skills, and will examine the impact of information technology and data analytics on sales and distribution in tourism and events.
Providing exceptional experiences is the goal of all tourism and event managers, and the process of creating these experiences involves many business transactions. In this course, you will exploreﾠbusiness to business sales techniques and engage in role plays to hone your selling skills.
Besides creating experiences, managers must also understand the diversity of tourism and event distribution channels to ensure visitors can access these experiences. With rapid advances in information technology significantly impacting on these channel options, managers must also be able to interpret data to determine the channels that best meet the requirements of their situation.ﾠ
Course requirements
Assumed background
As TRVT2001 Tourism and Events Marketingﾠis a prerequisite for TRVT2002, it is assumed that students already have a general understanding of tourism and event marketing.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
TRVT2001
Incompatible
You can't enrol in this course if you've already completed the following:
TOUR2011
Course staff
Course coordinator
Lecturer
Dr Lee Slaughter
Facilitator
Miss Alex Hughes
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please refer to the learning activities section for a list of course activities. There are no tutorials in the first week of the semester.
Please note: Teaching staff doﾠnotﾠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
Full name
Student ID
Course Code
Aims and outcomes
This course aims to provide students with a comprehensive understanding of tourism and event distribution channels, equipping them with the travel trade and sales skillsﾠneeded to effectively sell tourism and event experiences. In doing so, students will consider the impact of information technology and data analytics on sales and distribution.ﾠ
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Demonstrate the communication and sales skills required for effective performance in the tourism and events industries.
LO2.
Design a distribution strategy that considers the role of various entities in travel and events distribution systems.
LO3.
Evaluate how tourism destinations and tourism and events businesses can use distribution channels and sales techniques to gain a competitive advantage.
LO4.
Analyse the drivers of innovation and technological change and their impact on tourism destinations, businesses, events and travellers.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Reflection | Role play reflection | 20% Individual |
29/07/2024 - 2/09/2024
During class times |
| Paper/ Report/ Annotation | Sales Dialogue | 40% Individual; 2500-3000 words |
13/09/2024 2:00 pm |
| Paper/ Report/ Annotation | Distribution Strategy | 40% Individual; 2500-3000 words |
4/11/2024 2:00 pm |
Assessment details
Role play reflection
- Mode
- Written
- Category
- Reflection
- Weight
- 20% Individual
- Due date
29/07/2024 - 2/09/2024
During class times
- Learning outcomes
- L01
Task description
In seminars you will be practising your sales skills in a series of role plays. These role plays require at least three (3) active participants - a seller; a buyer; an observer.
For each role play you will participate in all three (3) roles (seller, buyer and observer). Each week you will submit a role play reflection.
There are five (5) role play weeks (weeks 2, 4-7). You are required to submit reflections for four (4) role plays to be able to pass this assessment task.
The expectation of participant involvement and how to complete the reflection will be discussed in class.
Use of AI technologies:
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and/or Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Submission guidelines
Deferral or extension
You cannot defer or apply for an extension for this assessment.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Sales Dialogue
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40% Individual; 2500-3000 words
- Due date
13/09/2024 2:00 pm
- Learning outcomes
- L01, L03
Task description
Choose an existing events or tourism organisation that you are familiar with and/or that you can access information about. Assume the role of sales representative for your chosen events or tourism organisation. Then identify a B2B transaction that you will need to initiate as the sales representative for a tourism or event experience that your chosen events or tourism organisation manages.
There are two (2) parts to your Sales Dialogue. Part A - prospecting process; and Part B - sales dialogue
Part A - Prospecting Process
As a short background to your sales dialogue, provide:
- a brief description of your tourism or events organisation; your chosen tourism or event experience that your organisation manages; your prospect
- an explanation of your strategic prospecting process (support with references as appropriate)
Part B - Sales Dialogue
Prepare a sales dialogue for your prospect. We will discuss the sales dialogue template in class.
Note: This can include the use of existing publicly available marketing material from your chosen organisation. This material can be used in your sales dialogue to provide your prospect with a visual representation of the event or tourism experience. That is, you are not expected to develop your own visual representation of your chosen experience.
Note: Your research will ONLY be based on an analysis of publicly available information - you will NOT be collecting primary data (doing 'empirical' research).
Use of AI technologies:
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and/or Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Referencing: APA7
Formatting:
- font size 11 point
- font type - Calibri; Times New Roman; Arial
- line spacing - 1.5 spacing
Submission guidelines
Your Sales Dialogue must be submitted to Turnitin, which is accessed from Blackboard through the Assessment link.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Distribution Strategy
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40% Individual; 2500-3000 words
- Due date
4/11/2024 2:00 pm
- Learning outcomes
- L02, L03, L04
Task description
For Assessment Task 3 (Distribution Strategy), assume the role of marketing manager for the events or tourism organisation you identified in Assessment Task 2 (Sales Dialogue). As part of your role as marketing manager you are required to prepare a distribution strategy for the tourism or event experience you identified in Assessment Task 2 (Sales Dialogue). In your strategy:
- briefly describe your organisation and your event or tourism experience;
- briefly describe and justify your main target market;
- identify three (3) distribution channels that could currently be used to connect your event or tourism experience to your target market. Use literature to explain how each of your distribution channels functions;
- depict your distribution channels as a distribution system; (diagram)
- conclude by using literature to explain how technological innovations could impact your distribution system in the future.
Use academic references to support your work.
Notes:
- Your research will ONLY be based on an analysis of publicly available information - you will NOT be collecting primary data (doing 'empirical' research).
Presentation:
Present your distribution strategy in report format. Your report will need these sections:
- Title page
- Executive Summary
- Table of Contents
- Introduction (points 1 and 2 above)
- 'Body' (points 3 and 4 above)
- Conclusion (point 5 above)
- Reference List
Use of AI technologies:
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and/or Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Referencing: APA7
Formatting:
- font size 11 point
- font type - Calibri; Times New Roman; Arial
- line spacing - 1.5 spacing
Submission guidelines
Your Distribution Strategy must be submitted to Turnitin, which is accessed from Blackboard through the Assessment link.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion Based Assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Seminar |
Week 1: Introduction to Sales and Distribution B2B versus B2C sales in tourism and events. Highlights from your ECP. Learning outcomes: L03 |
Week 2 |
Seminar |
Week 2: Strategic Prospecting Gaining prospect information. Unpacking reflections. Role Play 1. Learning outcomes: L01, L03 |
Week 3 |
Seminar |
Week 3: Business communication across cultures Cultural considerations in B2B sales - insights from an international business consultant. Learning outcomes: L03 |
Week 4 |
Seminar |
Week 4: Types of sales dialogues The initial sales call. Role Play 2. Learning outcomes: L01, L03 |
Week 5 |
Seminar |
Week 5: Planning a sales dialogue Engaging the buyer. Role Play 3. Learning outcomes: L01, L03 |
Week 6 |
Seminar |
Week 6: Communication skills Developing your questioning techniques. Role Play 4. Learning outcomes: L01, L03 |
Week 7 |
Seminar |
Week 7: Handling objections and closing the sale Closing the sale. Role Play 5. Learning outcomes: L01, L03, L04 |
Week 8 |
Seminar |
Week 8: Contemporary distribution channels Exploring intermediaries. Learning outcomes: L02, L03 |
Week 9 |
Seminar |
Week 9: Distribution channels - a success story Finding the right distribution channels - an industry perspective. Guest speaker from Snow n Ski. Learning outcomes: L02, L03, L04 |
Mid Sem break |
No student involvement (Breaks, information) |
In Semester Break |
Week 10 |
Excursion |
Week 10: Distribution channels: an intermediary perspective Field trip to the Brisbane Convention and Exhibition Centre (BCEC) Learning outcomes: L02, L03 |
Week 11 |
No student involvement (Breaks, information) |
Week 11: Public holiday Monday public holiday. No seminar for TRVT2002. |
Week 12 |
Seminar |
Week 12: Distribution channels - the challenges Navigating challenges with distribution channels Learning outcomes: L03 |
Week 13 |
Seminar |
Week 13: Future of distribution channels Technology in the distribution system. Designing your distribution system. Learning outcomes: L02, L03, L04 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.