Home > States > Texas Essential Knowledge and Skills (TEKS) > Chapter 124. Marketing Education > (c) Knowledge and skills.

§124.47. Travel and Tourism Marketing (One-Half to Three Credits).

Source: The provisions of this §124.47 adopted to be effective September 1, 1998, 22 TexReg 5130.

(c) Knowledge and skills.

  • (1) The student knows business concepts and explains how business satisfies economic needs. The student is expected to:
    1. categorize business activities as production, marketing, management, or finance;
    2. explain the interdependence each business activity has with marketing; and
    3. understand the ramifications of business conduct.
    Teach This Standard
  • (2) The student knows the importance of marketing as well as the functions of marketing. The student is expected to:
    1. explain the marketing concept;
    2. describe each marketing function and how it contributes to the marketing concept;
    3. explain how each component of the marketing mix contributes to successful marketing;
    4. explain the importance of target markets;
    5. describe advantages and disadvantages of market segmentation and mass marketing; and
    6. research trends and emerging technologies affecting travel and tourism marketing.
    Teach This Standard
  • (3) The student knows how to use self-development techniques and interpersonal skills to accomplish marketing objectives. The student is expected to:
    1. identify and practice effective interpersonal and team-building skills with co-workers, managers, and customers; and
    2. participate in leadership and career development activities (such as DECA and local chambers of commerce).
    Teach This Standard
  • (4) The student knows the impact and value of diversity. The student is expected to:
    1. identify the effect of languages other than English on the travel and tourism industry;
    2. explain the impact of multiculturalism and multigenerationalism on travel and tourism business activities; and
    3. identify how diversity affects travel and tourism marketing decisions.
    Teach This Standard
  • (5) The student knows that distribution channel members facilitate the movement of products. The student is expected to:
    1. identify channels of distribution for selected products in the travel and tourism industry; and
    2. describe activities of each channel member.
    Teach This Standard
  • (6) The student knows that financial planning is necessary for the marketer's success and solvency. The student is expected to:
    1. identify sources of financial assistance; and
    2. explain the purpose of financial records (such as budget, balance sheet, and income statement).
    Teach This Standard
  • (7) The student knows the role of a marketing-information system (MIS). The student is expected to:
    1. explain characteristics and purposes of an MIS;
    2. identify benefits and limitations of marketing research;
    3. research printed and technological resources to identify and select products and services; and
    4. access informational and transactional functions of computerized systems.
    Teach This Standard
  • (8) The student knows that pricing has policies, objectives, and strategies. The student is expected to:
    1. compare and contrast pricing policies; and
    2. analyze the price of a product.
    Teach This Standard
  • (9) The student knows the elements and processes of product planning. The student is expected to:
    1. describe stages of new-product planning;
    2. define the term "product mix;" and
    3. identify stages of the product life cycle for new or existing travel and tourism products.
    Teach This Standard
  • (10) The student knows that successful marketers must develop, implement, and evaluate a promotional plan. The student is expected to:
    1. identify components of the promotional mix (such as advertising, visual merchandising, and personal selling); and
    2. analyze a promotional plan for effectiveness.
    Teach This Standard
  • (11) The student knows that purchasing occurs as steps in a continuous cycle. The student is expected to:
    1. distinguish between buying for resale and buying for organizational use; and
    2. explain the importance of identifying needs as the first step of the purchasing process.
    Teach This Standard
  • (12) The student knows that various types of risks impact business. The student is expected to:
    1. categorize business risks as natural, human, or economic; and
    2. explain methods a travel and tourism business uses to control risks.
    Teach This Standard
  • (13) The student knows the role of selling in a private enterprise. The student is expected to:
    1. explain how selling impacts the travel and tourism industry; and
    2. describe steps in the selling process.
    Teach This Standard
  • (14) The student knows the nature and scope of the travel and tourism industry. The student is expected to:
    1. discuss the growth of travel as an industry in the marketplace;
    2. list ways government entities promote and regulate the travel industry;
    3. discuss how geography and history influence the travel industry;
    4. describe categories of travelers and their motivations, needs, and expectations (MNEs); and
    5. explore international travel issues.
    Teach This Standard
  • (15) The student knows transportation and accommodation products. The student is expected to:
    1. list factors that influence air travel services;
    2. discuss surface travel industries (such as railroad, motorcoach, car rental, and mass transit systems);
    3. discuss types of cruise packages; and
    4. compare and contrast the MNEs of lodging customers.
    Teach This Standard
  • (16) The student knows travel and tourism products and services. The student is expected to:
    1. determine what attracts travelers to different destinations;
    2. explain how the travel industry packages and sells recreation; and
    3. discuss the tour package as a product.
    Teach This Standard
  • (17) The student knows the nature and scope of business and professional travel. The student is expected to:
    1. discuss the importance of the business traveler to the industry; and
    2. categorize the where, what, and why of meetings, conventions, and incentive travel.
    Teach This Standard
  • (18) The student knows the role of the travel agency. The student is expected to:
    1. describe the relationship of a travel agency with customers and suppliers;
    2. describe types of travel agencies (such as commercial and leisure); and
    3. compare and contrast product-oriented and consumer-oriented marketing.
    Teach This Standard

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