Dr Lee Slaughter
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- 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
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 do not have 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
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Reflection | Role play reflection | 20% |
18/08/2025 - 11/09/2025
Feedback due before the end of the seminar each week. Reflections to be submitted to Turnitin by 2pm the day after your seminar. |
| Paper/ Report/ Annotation | Sales Dialogue | 40% |
18/09/2025 2:00 pm |
| Paper/ Report/ Annotation | Distribution Strategy | 40% |
11/11/2025 2:00 pm |
Assessment details
Role play reflection
- Mode
- Written
- Category
- Reflection
- Weight
- 20%
- Due date
18/08/2025 - 11/09/2025
Feedback due before the end of the seminar each week.
Reflections to be submitted to Turnitin by 2pm the day after your seminar.
- Learning outcomes
- L01
Task description
In the seminars in weeks 4-7 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:
- The feedback you gave to the other members in your group. This can be handwritten or emailed to the course coordinator. This must be received before the end of the seminar.
- Your role play reflection. This will be submitted to Turnitin. It is due by 2.00pm the day after your seminar.
There are four (4) role play weeks (weeks 4-7). You are required to submit feedback and reflections for three (3) role plays to be able to pass this assessment task.
Each reflection should be 300-400 words.
The expectation of participant involvement and how to complete the reflection will be discussed in class.
Use of AI technologies:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that can support this type of activity. Therefore, you are allowed to appropriately use AI and/or MT in completing this assessment task. However, in every instance where AI or MT is used, you must clearly reference its use.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
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%
- Due date
18/09/2025 2:00 pm
- Learning outcomes
- L01, L03
Task description
Choose an existing event 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 event or tourism organisation. Then identify a business to business (B2B) transaction that you will need to initiate as the sales representative for an event or tourism experience that your chosen event 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 event or tourism organisation; your chosen event or tourism 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. Therefore you can NOT make any contact with your event or tourism business.
Use of AI technologies:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that can support this type of activity. Therefore, you are allowed to appropriately use AI and/or MT in completing this assessment task. However, in every instance where AI or MT is used, you must clearly reference its use.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Referencing: APA7
Word limit: 3500 words
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%
- Due date
11/11/2025 2:00 pm
- Learning outcomes
- L02, L03, L04
Task description
For Assessment 3 (Distribution Strategy), assume the role of marketing manager for the event or tourism organisation you identified in Assessment 2 (Sales Dialogue). As part of your role as marketing manager you are required to prepare a distribution strategy for the event or tourism experience you identified in Assessment 2 (Sales Dialogue). In your strategy:
- briefly describe your organisation and your event or tourism experience; (this can be an improved version from Assessment 2)
- 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 (academic and/or credible web based sources) 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.
Note: Your research will ONLY be based on an analysis of publicly available information. Therefore, you can NOT make any contact with your event or tourism business.
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:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that can support this type of activity. Therefore, you are allowed to appropriately use AI and/or MT in completing this assessment task. However, in every instance where AI or MT is used, you must clearly reference its use.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Referencing: APA7
Word limit: 3000-3500 words
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 Understanding who your prospect is and what information you need to know about them. Assessment 1 and 2 explained. Learning outcomes: L01, L03 |
Week 3 |
Seminar |
Week 3: Business communication across cultures Cultural considerations in B2B sales - insights from an international business communication consultant. Learning outcomes: L03 |
Week 4 |
Seminar |
Week 4: Types of sales dialogues Exploring how to start the conversation with your prospect. Role Play 1. Learning outcomes: L01, L03 |
Week 5 |
Seminar |
Week 5: Planning a sales dialogue Explanation of how to use a sales dialogue template. Role Play 2. Learning outcomes: L01, L03 |
Week 6 |
Seminar |
Week 6: Communication skills Developing your questioning techniques. Role Play 3. Learning outcomes: L01, L03 |
Week 7 |
Seminar |
Week 7: Handling objections and closing the sale Exploring strategies for dealing with objections and closing the sale. Role Play 4. Learning outcomes: L01, L03 |
Week 8 |
Seminar |
Week 8: Distribution: Traditional Distribution Channels Understanding how distribution channels for events and tourism have evolved. Industry speaker - BCEC (TBC): distribution for events. Learning outcomes: L02, L03 |
Week 9 |
Seminar |
Week 9: Distribution: Contemporary Distribution Channels Changes to the traditional distribution system and why they happened. Industry speaker (TBC) - Snow n' Ski: finding the right distribution channels Learning outcomes: L02, L03 |
Mid Sem break |
No student involvement (Breaks, information) |
In Semester Break |
Week 10 |
No student involvement (Breaks, information) |
Week 10: Assessment 3 Workbook Interactive workbook to progress Assessment 3. King's Birthday - Monday 6 October 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L02, L03 |
Week 11 |
Seminar |
Week 11: Distribution: Influencers Industry speaker - the role of influencers as a distribution channel. Learning outcomes: L02, L03 |
Week 12 |
Seminar |
Week 12: Distribution: The Future Exploring how technology may influence distribution channels in the future. Industry speaker - Lady Elliot Island Eco Resort: social media as a distribution channel. Learning outcomes: L02, L03, L04 |
Week 13 |
Seminar |
Week 13: Distribution Strategy Review of course. Developing your distribution strategy. 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 for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.