Employability and hospitality curriculum design when there are limited resources for learning
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Transcript of Employability and hospitality curriculum design when there are limited resources for learning
Employability and hospitality curriculum design when
there are limited resources for learning
Mary Quek
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!