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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 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

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Employability and hospitality curriculum design when there are limited resources for learning

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  1. 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

  2. Presentation structure How it begins … Process and content of design Project outcome Managers’ and students’ learning The next step

  3. How this project started … Employability concern Table 1: PG tourism students, 2007 - 2010

  4. Matchmaker: Veronica Earle Leigh Bradford, Manager of de Hav Restaurant, FoodHertfordhsire Collaboration with FoodHertfordshire David Jones, General Manager of FoodHertfordhsire

  5. 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) Assessment30% (Group), 20% (Reflective essay), 50% (Report) Assignment deadline

  6. 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.

  7. Contents Case 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

  8. First meeting and briefing in Teaching week 2

  9. 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 Meet the managers after each launch

  10. Italian theme Case: Theme Days at De Hav. Chinese theme American theme Mexican theme

  11. 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 756customers £3.02 asph • 2nd Launch 677 customers £2.81 asph Objective Achieved: Increase customer patronage and improve average spend

  12. Morning prep Case: Meal plans at LRC de Hav. Value meal £1.99 Morning prep Healthy meal £2.99

  13. Meal Deal at LRC de Havilland • 1st Launch – 6,604customers £13,000 • 2nd Launch – 6,170 customers £12,625 Equivalent dates in 2010 • 1st Launch 5,798customers £10,354 • 2nd Launch 5,561 customers £10,109 Objective Achieved Increase overall profitability by increasing overall spend

  14. Case: New drink launch at de Hav First launch Second launch

  15. 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

  16. First launch Second launch Case: Powerade promotion at de Hav.

  17. Drink promotion - Powerade • 1st Launch – 169 customers £169 • 2nd Launch – 140 customers £158.20 Equivalent dates in 2010 • 1st Launch 35customers £49 • 2nd Launch 7 customers £9.80 Objective Achieved: Increase sales and improve profitability

  18. 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

  19. Project outcomes

  20. 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.

  21. 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’.

  22. 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?

  23. Thank you all for your support!

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