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Employability and hospitality curriculum design when there are limited resources for learning. Mary Quek m.j.quek@herts.ac.uk In collaboration with Mr David Jones and Mr Leigh Bradford at FoodHertfordshire , UH. Presentation structure. How it begins … Process and content of design - PowerPoint PPT Presentation
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Employability and hospitality curriculum design when
there are limited resources for learning
Mary Quek
m.j.quek@herts.ac.uk
In collaboration with Mr David Jones and
Mr Leigh Bradford at FoodHertfordshire, UH
Presentation structure
• How it begins …• Process and content of design• Project outcome • Managers’ and students’
learning• The next step
How this project started … Employability concern
Table 1: PG tourism students, 2007 - 2010
Registered Full Time students
No prior work
experience
Full Time job (FTJ)Self Employed (SE)Studying/ repeating (S)Unknown (UnK)
2007/8 8 5 (63%) 5 FTJ (63%), 1SE, 2 UnK
2008/9 14 7 (50%) 8FTJ (57%), 1S, 5 UnK
2009/10 18 9 (50%) 6FTJ (33%), 1SE, 4S, 7UnK
2010/11 20 13 (65%) NA
Collaboration with FoodHertfordshire
Matchmaker: Veronica Earle
David Jones, General Manager of FoodHertfordhsire
Leigh Bradford, Manager of de Hav Restaurant, FoodHertfordhsire
Process: step 1
Provided David with a Module Guide in December 2010:• Learning outcomes (module)• Weekly programme (included proposed
dates for David’s presentation and briefing to students)
• Assessment 30% (Group), 20% (Reflective essay), 50% (Report)
• Assignment deadline
Process: step 2• David provided four cases for
students to select from, inserted into Module Guide.
• Sent Module guide to External Examiner for approval
• Approved and live projects confirmed three weeks before teaching starts.
ContentsCase 1: Promoting sales in restaurant by running a themed menu promotion
Objective – Increase customer patronage and improve average spend
Case 2: Promoting sales in the de Havilland cafe study, by using meal deals
Objective – Increase overall profitability by increasing overall spend
Case 3: Promoting Glaceau Vitamin WaterObjective – beat Forum Sales Mix
Case 4: Promoting sales of Powerade in the de Havilland restaurant
Objective – Increase sales and improve profitability
First meeting and briefing in Teaching week 2
Meet the managers after each launch
After the first launch:• Students submit an
analysis of customer feedback the day before meeting
• Managers provide sales figures and other comparative figures
• Students propose changes for the second launch
Case: Theme Days at De Hav.
Chinese theme
Italian theme
Mexican themeAmerican theme
Italian and American Theme Day• 1st Launch – 926 customers £3.11 as per head• 2nd Launch – 899 customers £2.93 asph
Equivalent dates in 2010• 1st Launch 756 customers £3.02 asph• 2nd Launch 677 customers £2.81 asph
Objective Achieved:
Increase customer patronage
and improve average spend
Case: Meal plans at LRC de Hav.
Value meal £1.99
Morning prep
Healthy meal £2.99Morning prep
Meal Deal at LRC de Havilland• 1st Launch – 6,604 customers £13,000 • 2nd Launch – 6,170 customers £12,625
Equivalent dates in 2010• 1st Launch 5,798 customers £10,354 • 2nd Launch 5,561 customers £10,109
Objective Achieved
Increase overall profitability
by increasing overall spend
Case: New drink launch at de Hav
First launchSecond launch
Drink launch – Glaceau Vitamin Water
First Launch – • de Hav 8% sales mix (not sold before)• Forum 8% sales mix
Second Launch – • de Hav 11% sales mix; • Forum 7% sales mix
Objective Achieved:
Beat Forum Sales Mix
Case: Powerade promotion at de Hav.
First launchSecond launch
Drink promotion - Powerade• 1st Launch – 169 customers £169 • 2nd Launch – 140 customers £158.20
Equivalent dates in 2010• 1st Launch 35 customers £49 • 2nd Launch 7 customers £9.80
Objective Achieved:
Increase sales and
improve profitability
Changes made after first launch
• Marketing strategies (distribution channels, products, pricing)
Derived from Questionnaires:• Distribution channels, • Customers’ satisfaction with product and
price, • Customer feedback that inform future
(long term) strategy
Project outcomes
Managers’ learning
Promotion works!• Planning to employ someone over the
summer to put together monthly promotions for the next year.
• Pick up suggestion from students to promote drinks – Red Bull – at the price : 2 for £2.00 during the examination period.
Students’ learning
Reflective essays:• ‘Learn more than in the classroom’• ‘more confident at approaching people to
conduct survey – useful preparation for dissertation field work’.
• ‘learn about punctuality – time management’.
• ‘understand that it is hard work in the hospitality industry – irregular hours’.
The next step …A full optional module will be run from next academic year.
• What can I do to allocate 2 x 30% group work, constrained by a 30% max. group work element?
Thank you all for your support!
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