Section outline

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    Course overview

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    Vocational Education and Training at EQF 5 is gaining special attention across Europe and beyond, thanks to its relevance for the labour market and, consequently, high employability rates.

    The scenario is intended for people working in the hospitality industry and mainly working back office at the Sales Department of a hotel/ resort. That is to say, stuff like the Sales Development Representative (SDR), the inside & outside sales representative, the Sales Manager, the Customer Success Manager (CSM), the Sales operation manager, the sales operation and regional sales manager, as well as the Director, Vice President Manager, and the Chief Sales Officer (CSO).


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    Problem to solve - Learning Situation

    How to make your property's targeted audience/ guests click on and proceed with the proposed offer in the email.

     

    The activity plan is articulated around the structure of a hotel’s digital marketing, especially on email marketing and how to reach your guests through mailing and the outreach of a sales email.

    During the learning phases, we offer trainers several insights and concrete proposals to co-develop their digital skills and build foundations of crucial digital skills among learners.


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    Overview of the scenario

    EQF 5 Hospitality & Tourism

    In this learning scenario, we propose a set of interrelated activities aimed at, from one side, developing the digital and marketing competencies, namely, how to create engaging email content for cold email sales outreach, and from the other side, based on DigCompEdu, fostering vital digital skills, among trainers and learners.

    IDC Self-Assessment Tool

    As a trainer who wishes to develop digital skills for education, we invite you, before integrating this learning scenario into your teaching practices, to undertake the IDC-VET Self-Assessment tool, which may help you to map your strengths and weaknesses.

    Our ambition is that once you implemented this learning scenario and re-assessed your digital skills with our self-assessment tool, you will be able to observe improvements on the following DigCompEdu dimensions and competencies.


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    Competencies covered by DigCompEdu

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    Curriculum Construct(s)

    According to Revised Bloom's Taxonomy (Anderson and Krathwohl, 2001),  the learning scenario applies to four areas:

    ●     Understanding: Understanding the needs of people in the sales department, especially in the digital part of their work

    ●     Applying: Applying knowledge gained through theory to practice in hospitality in real contexts (to create an email campaign and the successful send and opening of the e-mail)

    ●     Analysing: Analysing the needs to promote the hotel and engage or acquire new guests through e-mailing. Analyzing the needs of the staff in the sales department to gain the proper knowledge and skills.

    ●     Evaluating: Evaluating and reflecting on own performance in practice


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    Requirements

    To accomplish this scenario, it is necessary that students are already prepared from a theoretical point of view and that they possess adequate digital skills. This way, specialist skills can be integrated into the overall process, and transversal skills can be developed thanks to a scenario-based approach, collaborative work, and feedback from teachers and peer groups.

    The practical part of being produced should not be too complex so that the pedagogical focus does not shift from digital and transversal skills to practical ones.

    As for the trainers’ pre-requirements, we suggest implementing the activities suggested in this learning scenario for those who have already mastered basic digital skills in DigCompEdu, as referenced above.

    Therefore, it is essential to undertake the IDC-VET self-assessment tool beforehand to ensure consistency with this requirement.


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    The email marketing & the use of Mailchimp

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    The 'cold' email sales outreach

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    Assessment of/for learning

    As outlined above, assessment is implemented at each phase above via different methods and approaches aimed at ensuring both validations of competencies, exploitation of digital tools and skills, engagement of learners and peer-learning.

    Tutors are accompanied to exploit digital skills to implement assessment of learning via several methods and tools, including

    ●        Evidenced-based evaluation

    ●        Peer-review

    ●        Email inbox


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    Our notes from practice

    This learning scenario is proven to be very attractive to learners as it proposes multiple hands-on activities which are interconnected. We propose to alternate both group and individual assignments and tasks to improve engagement and retention among learners and co-develop multiple skills, including the ability to work in teams.

    The learning scenario is scenario-based and should be focused on presenting and promoting the main product related to concrete techniques which may appeal to participants.

    The key dimension here is how tutors may blend their digital skills into their teaching and assessment strategies.

    In this scenario, we handle with internet and share sensitive personal data. For this reason, trainers ought to comply with the GDPR policies. To do this, though, trainers should prepare a consent form in advance and distribute it to their students, and students should sign this form; In this way, they agree with the terms and policies of the courses and are aware that their tutors and peers may make use of their data for teaching purposes.


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    Resources & more info