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ENTRETOUR

TOURISM ENTREPRENEURSHIP AS A

LONG LASTING MODEL

Generating profitable, workable and sustainable business in the

tourism sector

INTELLECTUAL OUTPUT 2

Report of the 5 Key Learning Outcomes

February 2015

This project has been funded with support from the European Commission. This publication [communication] reflects the views

only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained

therein.

2

Contents

Introduction ........................................................................................................................ 4

Elaboration Procedure ......................................................................................................... 5

First version pf the Learning Outcomes ................................................................................. 7

Internal validation ............................................................................................................. 21

Second Version of the Learning Outcomes .......................................................................... 22

Validation of the Learning Outcomes by external experts ................................................... 35

Final Version...................................................................................................................... 37

Annex 1 – Table for the description of the Learning Outcomes ............................................ 50

Annex 2 – Questionnaire for the external validation ........................................................... 51

3

ENTRETOUR Project Partners

BASQUETOR

SPAIN - Coordinator

Ms. Naiara Ayo

[email protected]

INOVA+

PORTUGAL

Ms. Ana Ribeiro

[email protected]

FONDO FORMACIÓN EUSKADI S.L.L

SPAIN

Ms. Lorena Corral

[email protected]

RTD TALOS LIMITED

CYPRUS

Ms. Antri Theodorou

[email protected]

WINNOVA

FINLAND

Ms. Sari Asumalahti

[email protected]

http://inovamais.eu/

http://inovamais.eu/

mailto:[email protected]

mailto:[email protected]

4

Introduction

“ENTRETOUR – Tourism Entrepreneurship as a Long Lasting Model” is a project co-funded by

the European Commission (ERASMUS + Programme), which includes 5 partners from Cyprus,

Finland, Portugal and Spain.

ENTRETOUR aims at providing entrepreneurs with the tools and methods to keep their business

open after the second year. Its main goal is to develop an e-learning course with digital learning

modules uploaded on a web platform and a website for interactive on-line learning, in order to give

tools to the entrepreneurs for a long lasting business.

In short, ENTRETOUR wants to provide the entrepreneurs with the tools and methods to face the

challenges of self-employment despite the current economic situation, the current consumer

environment and make them not to spend less than before.

5

Elaboration Procedure

During the first months of the project, a research was made toidentify the Training Needs and Best

Practices in Tourism sector. For this research different activities were performed: desk study

(analysis of bibliographic resources, support Tools, Stakeholders list, SWOT analysis);

interviews/questionnaires to 10 successful businesses, 5 unsuccessful businesses and 2 Support

bodies and; elaboration of National Reports.

From the analysis of the National Reports a structured performance proposal (PROCESSES MAP)

was described, the path to follow for the successful implementation of the businesses in the

tourism sector and for its maintenance after the second year of activity.

Figure 1. Processes Map

Various conditions were identified as critical to maintain a business (e.g. funding), but ENTRETOUR

is focused on those conditions which can be addressed through training. In this context, from the

analysis of the questionnaires and interviews five learning outcomes were identified:

- Soft skills: risk taking; creativity and resilience;

- Strategic management;

- Marketing;

- e-marketing;

- Networking and communication.

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These learning outcomes have to be described in terms of knowledge, skills and competences

according to the European Qualification Framework (http://ec.europa.eu/ploteus/). For the

description of the LO was used the Common Guide (methodology and tools for the description of

the Learning Outcomes) developed in the project. See tools used in annex 1.

First version pf the Learning Outcomes

NAME OF THE LEARNING OUTCOME SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR

DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the

Tourism sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and

Resilience.

Unit 1 Creativity

Knowledge Skills Competences

Understand and define the “process” of creativity; Analyse, evaluate and apply a wide range of

creativity techniques (such as

brainstorming);

Use creativity techniques for the success of

the business in the Tourism sector

independently;

Understand the main barriers to creativity;

Find solutions to your unexpected

challenges/problems;

Monitor and overcome the obstacles to

creativity in the Tourism Sector ;

Learn to identify hidden creative strengths; Develop and implement creative ideas that

ensure the continuous personal

development and the preparation of new

entrepreneurial initiatives;

Foster/challenge the auto reflection of the

team to promote creative thinking in the

workplace;

Understand what elements foster a creative culture

and what distinguishes creative organisations.

Analyse the good practises regarding

creative thinking in successful companies.

Stimulate good practises on creativity to

promote the success of the business;

Unit 2 Risk Taking


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Define and classify risks for businesses; Analyse risks specific of the Tourism Sector; Monitor/assess the risks for the business

independently;

Identify the benefits of risk taking in businesses; Understand how risk culture can be a crucial

factor in the success of organisations;

Encourage and recognise risk taking in

yourself and others;

Have the knowledge of assessment tools; Understand the different types of risk taking

assessment tools;

Use different types of risk assessment tools

independently;

Gather practical techniques for risk taking

management.

Apply a set of practical techniques to act on

risk.

Instruct the work team to apply practical

techniques

Unit 3 Resilience


Define resilience and explain the its benefits;

Develop personal resilience and apply this

capacity in a business in the Tourism Sector;

Foster resilience in the work place in order to

achieve success;

Identify Resilience assessment tools; Analyse your own resilience and identify hot

spots for improvement;

Recommend the tools to develop personal

and professional resilience to the work team;

Describe the greater importance of resilience in

challenging times;

Develop the ability to respond positively to

change.

Monitoring the change impact applying

corrective actions autonomously;

Gather practical techniques for a higher resilience. Develop a resilience map to be used in your

personal and professional lives.

Build a resilience-at-work action plan and be

enabled to achieve your goals and the goals of

the work team.

9

NAME OF THE LEARNING OUTCOME STRATEGIC MANAGEMENT IN MICRO AND SMALL COMPANIES IN TOURISM SECTOR

DEFINITION Develop and implement plans or strategies designed and defined specifically by the business in order to

achieve the stated objectives.

This learning Outcome is divided in four Learning units: Development of a Business Plan, Management

(Management and control of the activity, and Administrative and financial management), and

Administrative and financial management and Strategic Planning

Unit 1 Development of Business Plans


Student will know / have:

-Identify and describe all the components of a Business

Plan:

Mission statement and/or vision statement

Description of you company and product or

service;

Description of how your product or service is

different;

Market analysis

Description of your management team

How you plan to market the product or

service;

Analysis SWOT

Develop a cash flow statement Search

Student will have the ability to:

-Analyse each of the components of the Business

Plan.

Student will be able to:

-Design a valid Business Plan specific for the

business.

- Have knowledge of communication skills, teamwork, -Analyse the different motivational techniques to -Lead the team in order to achieve the objectives

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motivation, etc. use to ensure that the involvement and

satisfaction human resources influence positively

in the business.

established in the Business Plan

Unit 2 Management and control of the activity of the micro and small companies

Manage the daily activities of the company and resources, based on business plan and the budget

available to ensure the sustainability of the company.



- Know the business plan, marketing plan, etc., and the

actions defined on it, resources and available budget.

- Understand different ICT (computer, printer, scanner,

Internet, email, etc.) as well as specific management

applications (management of supply, stocks, .etc.) for

the daily management tools.

- Know quality management systems, environment

systems and occupational health and safety systems,

and its procedures.


- Develop a work plan with defined tasks,

deadlines and responsible for the daily

management.

- Skilfully handle different applications and

management tools.

- Define the actions, procedures, responsible and

deadlines for the implementation of quality

management systems, environment systems and

occupational health and safety systems.


- Manage the daily activities of the company

(purchase of raw materials, storage, etc.)

planning actions, assigning resources and

controlling processes to optimize results.

-Integrate different ICT tools in daily

management.

- Apply the rules of occupational health and

safety when necessary.

- Set (if necessary) quality management systems

and environment systems in the company,

implementing and controlling the necessary

procedures.

Unit 3 Administrative and financial management

Perform administrative and economic financial management to operate the business taking in account the

regulation in force.

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- Know the different administrative procedures for

setting up, star up, etc.

- Know the administrative and financial rules

applicable to business; administrative steps, payments,

accounting, etc.

- Identify sources of funding: own funds, grants, credits,

..

- Identify specific applications for administrative and

financial management.


- Analyse existing rules and procedures and select

those applicable to the business.


deadlines for ensuring fulfilment with the

administrative and financial economic rules.


- Implement the business successfully for both

on the constitution and on the star up.

- Perform the necessary administrative and

economic financial steps to ensure the proper

functioning of the business in compliance with

the regulation in force (social security, finance,

etc.)

- Know the regulations in force to management the

Human Resources.

- Define the necessary task for human resources

management actions: hiring, compensation,

training, internal communication.

-Manage human resources (recruitment,

outsourcing, etc.) of the business, fostering

communication, motivation, teamwork, etc.

ensuring their involvement and achievement of

objectives.

Unit 4 Strategic Planning

Describe the business process to define its strategy, or direction, and making decisions on allocating its

resources to pursue this strategy.



- Describe the strategic objectives to be achieved, and

define the activities to be undertaken to identify and


- Analyse the current situation of the company and

the environment.


- Lead the team in order to achieve the

Strategic objectives.

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assess different business opportunities.

- Determine the business marketing strategy defining

the marketing mix variables for market position.

- Predict the needs of the (internal and external)

market, to act properly.

-Design a valid marketing plan for the business.

- Have knowledge of analytical tools and techniques

used in strategic planning such as: swot analysis,

balanced scorecards and strategy maps, growth-share

matrix, etc.

-Skilfully handle different applications and

management tools

-Integrate the analytical tool in the business

management.

- Plan the organization of business identifying needs,

determining resources and establishing control

mechanisms for efficient and continuous operation of

the small business.



strategic plan.

- Monitor work process to achieve the plan of

action of the company

13

NAME OF THE LEARNING OUTCOME THE BASICS OF MARKETING IN TOURISM

DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he

familiarises her/himself with the competitive factors of marketing and concentrates on gathering

knowledge on customers, products and services S/he also learns how to price and productize customer-

oriented tourism products, packages or services. In the marketing communications of tourism services the

student plans, implements and follows marketing communications measures in tourism.

Unit 1 Productisation and pricing of tourism services


The student has the basic knowledge of the competitive

factors of marketing: product, price, availability

Economical functioning in various stages of

tourism services: s/he acts economically and

independently, taking into account what makes up

theprice of tourism products and services, and

knows how s/he can actively influence the

outcome

Interaction and co-operation: the student

behaves flexibly and according to the demands of

the situation towards cooperation partners and

in one’s own working community,

respecting the individuality of customers and

appreciating his/her work and working

community .

The student is able to offer the tourism services of an

enterprise

and area and retrieve information

Securing customer satisfaction: listens to and

inquires with interest after customers’

experiences, forwards the feedback within the

enterpriseand takes part in the improvements

following the feedback Self assessment: assesses

the success of his/her own actions and work at the

different stages of theaction, provides

motivationsfor his/her assessment, strengths and

High-quality activity: The student assesses

sustainable economic and environmental aspects

as a competitive factor in the enterprise or

organisation

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possibilities.

In his/her work, the student utilises the knowledge of

customer groups and seasonal variations in the tourism

industry: s/he is able to report on the range of products

and services

The student cooperates with service producers

and implementers. S/he prepares presentation

materials, internet sites or other electronic

material.

The student observes good manners and acts

according to the demands of changing situations

by following vocational ethics

Setting the prices for products and services: the

student sets the prices for products or services and

assesses what makes up the price

The student comes up with ideas, plans, assembles

and sets the prices for tourism productsor

services for different customer groups,

offeringvarious options

The student assesses his/her own work and is

eager and unafraid to learn newthings

Unit 2 Marketing communications in tourism services


Knowledge of customers, packages and services: the

student searches and finds customer and package

information and according to the demands of the

situation

The planning of marketing communication

measures in tourism: the student plans and

comes up with ideas for marketing

communications for customer groups, in a team or

in a joint marketing organisation, or searches for

new resorts and customer groups

Learning and problem solving: The student finds

suitable and appropriate ways for

executingmarketing communication measures

for different customers or customer groups

The budgeting of marketing communications

measures: The student prepares a small-scale

budgetfor marketing communication measures.

The student implements marketing

communication measures.

Producing and distributing materials

formarketing communications measures:the

student produces, according to instructions,

Interaction and co-operation: the student

presents, sells or markets tourism packages or

servicesin different situations

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materials formarketing communication measures.

The use of market research: the student

independently utilises different customer surveys

and statistics.

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NAME OF THE LEARNING OUTCOME COMMUNITY MANAGER FOR SMALL AND MICRO ENTERPRISES IN TOURISM SECTOR

DEFINITION Build, manage and administrate one or more communities around the identity of the organization and / or

its brand, creating and maintaining stable and lasting relationships with potential buyers, customers,

partners, collaborators, followers ...

Unit 1 Define and establish the Digital Communication Plan (social networks and web 3.0)

Analyze our company, the market and potential clients/customers for our business and choose which are

the most important and suitable networks that can help us to increase the profit.


- Know our business and from which products we can

get more profit by using the digital communication

(social networks and web 3.0)

- Analyze the different products of our business

according to customers’ demands and the market

needs.

- Assess the possibility of increasing the profit of

our business and products through digital

communication (social networks and Web 3.0).

Integrate the digital communication (social

networks and web 3.0) in the business

management to increase its profit.

Identify and describe the points of a Digital

Communication Plan (social networks and web 3.0)

(prepare at the same time that the Business Marketing

Plan):

- Planning of the Digital Communication:

Structure and functions, identifying

opportunities and SWOT analysis, market

analysis, customers analysis,..

- Products Policy: characteristics of the product,

- Analyze each of the points of the Digital

Communication Plan (social networks and Web

3.0).

- Search for information regarding to the Digital

Communication Plan, product policy, and digital

communication policy.

- Analyze current regulations affecting the

business and digital media (social networks and

web 3.0).

Design a valid and updated Digital

Communication Plan (social networks and web

3.0) specific for our business and products.

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product lifecycle, market position,..

- Networking: Alliances, networks

relationships,.

- Digital Communication Policy: what and how

communicate, communication through social

media, internet,..; communication tools;..

Unit 2 Organization and implementation of digital communication media

Implement the Company Digital Communication Plan in medium and long term to manage our business

in social networks.


- Know the different possibilities of digital

communication:

- Web 3.0

- Blogs

- Social Networks: Facebook, Twitter, Linkedin,

Pinterest e Instagram, Google +

- Know what is a “content curator” and the benefits for

our company.

- Know how to put our business in Internet search

engines, SEO (Search Engine Optimization) and SEM

(Search Engine Marketing)

- Analyze the possibilities that different

communication media offer to our business

selecting the most appropriate ones according to

our needs and costumers and market demands.

- Manage the communication media in an

appropriate way and with the skills necessaries to

achieve the aims defined in the Digital

Communication Plan.

- Develop actions to put the business in the search

engines.

- Plan a Strategy in the Social Networks, defining

the aims and understanding what we can get

from each main network.

- Be active and revitalize the Social Networks, as

well as update the digital contents about our

business in the networks.

- Put the company/brand in the more known

and used search engines.

- Update the knowledge about the new

communication opportunities.

- Know Community Management Tools.

- Know the actions defined in the Digital

Communication Plan for its implementation.

- Define the actions to implement the Digital

Communication Plan establishing tasks,

responsible people, deadlines and performance

- Perform the actions of Digital Communication

Plan (social networks and web 3.0) according to

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- Know how to organize the work, define tasks and

assign responsible people, and define execution time.

indicators. Necessary tools for the implementation

will be designed.

- Describe a working plan with defined tasks and

deadlines (establish a working routine) for

maintaining and revitalizing the Social Networks

and web 3.0.

the establish activities, deadlines, verification

results,...

- Implement the working routine in our business

to manage the presence of our business in Social

Networks in a medium and long term.

Unit 3 Verification and control of the Digital Communication Plan implementation (social networks and web

3.0)

Verification of the performed actions according to the established communication plan and adapt these

actions (if necessary) according to the results.


- To know the Digital Communication Plan and the

indicators used for assessing the degree of

performance of the established actions.

- Identify the media and tools designed for the

verifying process (assessment process).

- Collect the necessary data during the control and

verification process using the designed tools.

- Analysed the results collected during the control

and verification process and check the degree of

performance according to the objectives

established in the Digital Communication Plan.

- Redefine the Digital Communication Plan

(Social Networks and web 3.0) according to the

obtained results in the assessment.

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NAME OF THE LEARNING OUTCOME THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM

DEFINITION Define the learning outcome in a quick and concrete way.

Unit 1 Communication


Communication: what is it?

Process of understanding and sharing meaning.

Exchange of thoughts, messages, or information, as by

speech, visuals, signals, writing, or behavior.

It is the process of sending and receiving messages or

transferring information from one part (sender) to

another (receiver)

Ability to reach a target group within or out of the

company organization with a well defined

message and using the available media. Prompt

and appropriate use of media to facilitate

dissemination of business info.

Clarity in the concepts and expressions

- Fluency and command of the language

- The ability to work through personal ideas and

concepts, adapting the style of expression to the

audience needs

Is able to provide and ask for information at the

interpersonal level and within a working group;

Is able to adapt own communication styles and

strategies to the needs of the environment and

the individual and collective audience;

Is able to distinguish between interactive and

communicative contexts, recognizing the specific

communication and feedback strategies adopted

by other colleagues, top levels, co-workers;

Types of communication: verbal, non-verbal, electronic

communication

Communicates by using the expected norms for

the medium chosen

Understands the abilities and limitations of any

technological communication, from phone calls to

e-mails to instant messages

Encodes messages into words, sentences, and

paragraphs for the purpose of communicating to a

person who is removed by distance, time, or both

Is able to encode and decode verbal and

nonverbal messages and those sent using

support of a different nature.

Email uses to interact to transmit and receive

computer generated texts and documents.

Networking software/ blogs

Video conferencing/ meeting organization

Is able to give and receive information with the

help of tools (verbal communication, written

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form, telephone, computer-aided etc.)

Unit 2 Networking


The student knows the definition of Networking and

the means of networking.

Student knows how to approach effectively clients

and other related entrepreneurs/ companies in

Tourism sector

The student has the skill to ask questions, knows

when to speak

The student has the ability to participate in

networking events and represent his/her

company effectively.

Networking using social media (LinkedIn, Facebook,

twitter)

The student knows how to communicate in social

media networks.

The student knows how to create company’s

network by participating in foro and pages of

relevant organizations and companies.

The student knows how to organize networking

events related to tourism sector.

The student knows how to search for networking

events and discussions related to tourism sector.

Internal validation

During the month of November, partners made an internal validation about the Learning

Outcomes developed. In the meeting of Porto, 3rd and 4th December 2015 the results

obtained during the evaluation were put in common. Mainly the suggestions made were:

- Reformulate the descriptors of knowledge, skills and competence used in the LO using the

active verbs that are included in the Common Guide.

- Adapt the description of the Learning Outcomes to the number of hours of the training

resources that will be developed.

- Change the order of the units of LO Communication and Networking; Soft Skills.

- LO e-marketing: eliminate the terms “community”, include Unit 3 in unit 2.

- LO Communication and Networking: give more importance to the unit Networking due to the

importance for keeping their business open after the second year.

Second Version of the Learning Outcomes

NAME OF THE LEARNING

OUTCOME

SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR

DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the Tourism

sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and Resilience.

Unit 1 Risk Taking


Define and classify risks for businesses; Analyse risks specific of the Tourism

Sector;

Monitor/assess the risks for the

business independently;

Identify the benefits of risk taking in

businesses;

Understand how risk culture can be a

crucial factor in the success of

organisations;



Have the knowledge of assessment tools; Understand the different types of risk

taking assessment tools;

Use at least one type of risk assessment

tools independently;


management.

Apply a set of practical techniques to act

on risk.


techniques

Unit 2 Creativity


Understand and define the “process” of

creativity;

Analyse, evaluate and apply a wide range

of creativity techniques (such as

Use creativity techniques for the success

of the business in the Tourism sector

23

brainstorming); independently;






Learn to identify hidden creative strengths; Develop and implement creative ideas

that ensure the continuous personal



Foster/challenge the auto reflection of

the team to promote creative thinking in

the workplace;

Understand what elements foster a creative

culture and what distinguishes creative

organisations.





Unit 3 Resilience



Develop personal resilience and apply

this capacity in a business in the Tourism

Sector;

Try to foster resilience in the work place

in order to achieve success;

Identify Resilience assessment tools; Analyse your own resilience and identify

hot spots for improvement;

Recommend the tools to develop

personal and professional resilience to

the work team;

Describe the greater importance of resilience

in challenging times;

Develop the ability to respond positively

to change;



Gather practical techniques for a higher

resilience.

Develop a resilience map to be used in

your personal and professional lives.

Monitor a resilience-at-work action plan.

24


OUTCOME

STRATEGIC MANAGEMENT

DEFINITION With this Learning Outcome the student will be able to develop and implement plans or strategies designed and defined

specifically by the business in order to achieve the stated objectives.

This learning Outcome is divided in two Learning units: Management (Management and control of the activity, and

Administrative and financial management) and Strategic Planning.

Unit 1 Management

Manage the daily activities of the company and resources, based on business plan and the budget available to ensure the

sustainability of the company.

Perform administrative and economic financial management to operate the business taking in account the regulation in

force.



- Know the business plan, marketing plan*, etc., and the

actions defined on it, resources and available budget.

- Understand different ICT (computer, printer, scanner,

Internet, email, etc.) as well as specific management

applications (management of supply, stocks, .etc.) for

the daily management tools.

- Know quality management systems, environment

systems and occupational health and safety systems,

and its procedures.

*(this knowledge can be extended in LO Marketing in




management.

- Utilize different applications and management

tools.


deadlines for the implementation of quality

management systems, environment systems and

occupational health and safety systems.


- Manage the daily activities of the company

(purchase of raw materials, storage, etc.)

planning actions, assigning resources and

controlling processes to optimize results.


management.

- Apply the rules of occupational health and

safety when necessary.

- Set (if necessary) quality management systems

and environment systems in the company,

implementing and controlling the necessary

25

tourism) procedures.


- Know the different administrative procedures for

setting up, consolidation, etc.

- Know the administrative and financial rules

applicable to business; administrative steps, payments,

accounting, etc.

- Identify sources of funding: own funds, grants, credits,

...

- Identify specific applications for administrative and

financial management.


- Analyze existing rules and procedures and select

those applicable to the business.





- Implement the business successfully for both

on the constitution and on the consolidation.

- Perform the necessary administrative and

economic financial steps to ensure the proper

functioning of the business in compliance with

the regulation in force (social security, finance,

etc.)


Describe the business process to define its strategy, or direction, and making decisions on allocating its resources to

pursue this strategy.



- Describe the strategic objectives to achieve, and

define the activities to be undertaken to identify and

assess different business opportunities.


- Analyze the current situation of the company and

the environment.




- Have knowledge of analytical tools and techniques

used in strategic planning such as: swot analysis,

-Utilize properly different applications and

management tools

-Integrate the results in the business

management.

26

balanced scorecards and strategy maps, growth-share

matrix, etc.

- Be aware of the needs of the Plan of the organization

of business identifying needs, determining resources

and establishing control mechanisms for efficient and

continuous operation of the small business.

- Plan the organization Plan



strategic plan.

- Monitor work process to achieve the plan of

action of the company

- Know the regulations in force to management the

Human Resources.

- Define the necessary task for human resources

management actions: hiring, compensation,

training, internal communication.

-Manage human resources (recruitment,

outsourcing, etc.) of the business, fostering

communication, motivation, teamwork, etc.

ensuring their involvement and achievement of

objectives.

27


OUTCOME

THE BASICS OF MARKETING IN TOURISM

DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he familiarises her/himself

with the competitive factors of marketing and concentrates on gathering knowledge on customers, products and services

S/he also learns how to price and productize customer-oriented tourism products, packages or services. In the marketing

communications of tourism services the student plans, implements and follows marketing communications measures in

tourism.



to have knowledge of the competitive factors of

marketing: product, price, availability

to conduct economically in various stages of

tourism services: taking into account what

makes up the price of tourism products and

services, and how s/he can actively influence

the outcome

to act independently according to the

demands of the situation towards

cooperation partners and in one’s own

working community, respecting the

individuality of customers and appreciating

his/her work and working community .

to present in order to be able to offer tourism

services of an enterprise and area and retrieve

information

to generate customer satisfaction: by listening

to and inquiring with interest after

customers’ experiences to forward the

feedback within the Enterprise

to assess the success of his/her own actions

and work at the different stages of action

to monitor sustainable economic and

environmental aspects as a competitive

factor in the enterprise or organisation

to have the knowledge of various customer groups

and seasonal variations in the tourism industry

To compile and prepare presentation


To act independently according to the

demands of changing situations by following

28

to report on the range of products and services material. vocational ethics

To know how to set the prices for products and

services: the student sets the prices for products or

services and assesses what makes up the price

To plan, assemble and set the prices for

tourism products or services for different

customer groups, offering various options

To assess his/her own work

To act independently and to be eager to learn

new things



To have the Knowledge of customers, packages and

services

To plan marketing communication measures

in tourism: the student plans and comes up

with ideas for marketing communications for

customer groups, in a team or in a joint

marketing organisation, or searches for new

resorts and customer groups

To monitor and assess suitable and

appropriate ways for executing marketing

communication measures for different

customers or customer groups

To write a small-scale Budget for marketing


To carry out marketing communication

measures.

To produce and distribute materials for

marketing communications measures

To utilize different customer surveys and

statistics

To act independently by presenting, selling

or marketing tourism packages or services in

different situations

29


OUTCOME

e-MARKETING

DEFINITION Build, manage and administrate one or more networks around the identity of the organization and / or its brand, creating and

maintaining stable and lasting relationships with potential buyers, customers, partners, collaborators, followers ...


Analyze our company, the market and potential clients/customers for our business and choose which are the most important

and suitable networks that can help us to increase the profit.





Plan):

- Planning of the Digital Communication: Structure

and functions, identifying opportunities and

SWOT analysis, market analysis, customers

analysis,..



- Networking: Alliances, networks relationships,.





Communication Plan (social networks and Web 3.0).




- Analyze current regulations affecting the business

and digital media (social networks and web 3.0).

- Design a valid and updated Digital Communication

Plan (social networks and web 3.0) specific for our

business and products.

- Integrate the digital communication (social



30


Implement the Company Digital Communication Plan in medium and long term to manage our business in social networks.



communication:

- Web 3.0

- Blogs




our company.











Communication Plan.


engines.


the aims and understanding what we can get from

each main network.




- Put the company/brand in the more known and

used search engines.



- Know Management Tools for digital communication.

- Know the actions defined in the Digital Communication

Plan for its implementation.

- Know how to organize the work, define tasks and assign

responsible people, and define execution time.


Communication Plan establishing tasks, responsible

people, deadlines and performance indicators.

Necessary tools for the implementation will be

designed.



maintaining and revitalizing the Social Networks and

- Perform the actions of Digital Communication Plan

(social networks and web 3.0) according to the

establish activities, deadlines, verification results,...

- Implement the working routine in our business to

manage the presence of our business in Social


31

web 3.0.


indicators used for assessing the degree of performance

of the established actions.

- Identify the media and tools designed for the verifying

process (assessment process).







- Redefine the Digital Communication Plan (Social

Networks and web 3.0) according to the obtained

results in the assessment.

32


OUTCOME

THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM

DEFINITION Undoubtedly networking is an essential strategy for business development and exploration. With this learning

outcome the student will be able to learn how to develop networking skills, through communication process (verbal,

non-verbal, electronic) and eventually to use networking activities as a critical success factors for a tourist company.





Exchange of thoughts, messages, or information,

as by speech, visuals, signals, writing, or behavior.

It is the process of sending and receiving

messages or transferring information from one

part (sender) to another (receiver).







interpersonal level and within a working group.




Types of communication: verbal, non-verbal,

electronic communication.


the medium chosen.





paragraphs for the purpose of communicating to

a person who is removed by distance, time, or










33

both

Brand Communication: what is it?

primary integrative element in managing brand

relationships with customers, suppliers,

employees, the media, channel members,

government regulations and community

ability to develop and maintain a long-term

relationship with their customers

ability to adopt relationship marketing

increase awareness and higher recall, in order to

customers will buy the brand which has the

higher recall

Is able to create strong communication links with

costumers

Is able to communicate by using social media and

especially twitter (dialogic communication

between companies and consumers/customers)

Unit 2 Networking


Definition of Networking and the means of

networking.

Knows how to approach effectively clients and

other related entrepreneurs/ companies in

Tourism sector.

Is able to develop his business networking plan

and strategy

Understand and define the ‘process’ of

networking

Evaluate and apply a wide range of networking

activities

Use networking for the success of the company

Networking using social media (LinkedIn,

Facebook, twitter)

Manage your social media network in such a way

to get high brand visibility.

Is able to organize networking events related to

tourism sector.

Is able to create discussion forums related to

tourism sector.

Farming mentality. Networking is like that. While

there are things you can do to make it go a little

faster, it’s still all about relationships and building

trust. If you push it too fast, you end up with

networking vinegar instead of a networking

Develop a networking team which is there to

keep an eye out for potential clients. If you

communicate exactly what type of client you’re

looking for, better and more qualified referrals

will result. This skill set is especially productive

Use your network. As you become more and

more visible in your business community, you’ll

develop credibility. People will recognize that

you’re here for the long haul, and you’ll begin to

receive quality referrals. So look for

34

referral relationship. when you’re meeting weekly with a strong-

contact network. The difference between trying

to say it all and focusing on one aspect of your

business each week is huge.

opportunities to make yourself more visible.

Think out of the box—be creative!

Validation of the Learning Outcomes by external experts

During the transnational meeting in Porto was decided to ask for an extrernal validation of the

Learning Outcomes in order to have a complete feedback. Six experts took part in the validation:

Name of the person Mr Pablo Almaraz Ruiz de Eguilaz

Field of work Training and Development

Organisation Chamber of Commerce and Industry of Alava

Learning Outcome validated Strategic Management

Name of the person Ms Syrjälä Sari

Field of work Department of Tourism, Vocational teacher

Organisation WINNOVA, West Coast Education Ltd

Learning Outcome validated Soft skill: risk taking, creativity and resilience

Name of the person Ms Ruth González

Field of work Airport promotion technician

Organisation VIA- Vitoria International Airport

Learning Outcome validated Soft skill: risk taking, creativity and resilience

Name of the person Mrs Riitta Alamäki

Field of work Department of Tourism, Vocational teacher

Organisation WINNOVA, West Coast Education Ltd

Learning Outcome validated e-marketing

Name of the person Maria Stylianou

Field of work Manager – Limassol tourism board

Organisation Limassol chamber

Learning Outcome validated All

Name of the person Michalis Savva

Field of work VET expert

Organisation Open University Cyprus

Learning Outcome validated All

36

The feedback obtained was:

SOFT SKILL: RISK TAKING, CREATIVITY AND RESILIENCE

Resilience is the most important unit (feedback 1)

Leave out unit 3 resilience (feedback 2) due to the time limit.

Term “soft skills” is too vague and large in meaning. Preferable a more concrete title.

Time: depending on the number of exercises it could be ok or few hours.

References:

-For risk-taking there are interesting articles online:

http://www.forbes.com/2010/01/20/greatest-risk-they-took-entrepreneurs-management-risk.html

an article called “The greatest risks they ever took” where 34 entrepreneurs, athletes, celebrities tell about their own personal experiences on risk-taking

-another article on the site of www.entrepreneur.com:

http://www.entrepreneur.com/article/238319

called 7 risks every entrepreneur must take

For creativity there are many online test where a learner could first test his/her own level of creativity for example in www.testmycreativity.com

STRATEGIC MANAGEMENT

The LO is very important. Unit 2 has the most important aspects.

Title: could be more friendly: Planning and Management

Order of the Modules: Change them. First, strategic planning and second, management of the strategic plan.

Time: 20 hours is not enough for people without experience

References:

The Canvas Model

Mind maps as a useful tool

Book of Jack Trout

E-MARKETING

There are some references to business plan which is also described in the Strategic Management Learning Outcomes, but consider that the approach is different.

MARKETING

No remarks

NETWORKING AND COMUNICATION

No remarks



http://www.entrepreneur.com/

http://www.testmycreativity.com/

Final Version Version of the Learning Outcomes with the feedback of both validations: internal by the organisation partners of the consortium and external by experts.


OUTCOME

SOFT SKILLS FOR ENTREPRENEURS IN THE TOURISM SECTOR

DEFINITION With this Learning Outcome the student will be able to develop Soft Skills relevant for the success of a business in the Tourism

sector. The Learning Outcome is divided in three Learning Units/Soft Skills: Creativity, Risk Taking and Resilience.

Unit 1 Risk Taking


Define and classify risks for businesses; Analyse risks specific of the Tourism

Sector;

Monitor/assess the risks for the

business independently;

Identify the benefits of risk taking in

businesses;

Understand how risk culture can be a

crucial factor in the success of

organisations;



Have the knowledge of assessment tools; Understand the different types of risk

taking assessment tools;

Use at least one type of risk assessment

tools independently;


management.

Apply a set of practical techniques to act

on risk.


techniques

Unit 2 Creativity


Understand and define the “process” of

creativity;

Analyse, evaluate and apply a wide range

of creativity techniques (such as

Use creativity techniques for the success

of the business in the Tourism sector

38

brainstorming); independently;






Learn to identify hidden creative strengths; Develop and implement creative ideas

that ensure the continuous personal



Foster/challenge the auto reflection of

the team to promote creative thinking in

the workplace;

Understand what elements foster a creative

culture and what distinguishes creative

organisations.





Unit 3 Resilience



Develop personal resilience and apply

this capacity in a business in the Tourism

Sector;

Try to foster resilience in the work place

in order to achieve success;

Identify Resilience assessment tools; Analyse your own resilience and identify

hot spots for improvement;

Recommend the tools to develop

personal and professional resilience to

the work team;

Describe the greater importance of resilience

in challenging times;

Develop the ability to respond positively

to change;



Gather practical techniques for a higher

resilience.

Develop a resilience map to be used in

your personal and professional lives.

Monitor a resilience-at-work action plan.

39

NAME OF THE LEARNING OUTCOME STRATEGIC MANAGEMENT

DEFINITION With this Learning Outcome, the student will be able to develop and implement plans or strategies designed and

defined specifically by the business in order to achieve the stated objectives.

The learning Outcome is divided in two Learning units: Management (Management and control of the activity,

and Administrative and financial management) and Strategic Planning.


Describe the business process to define its strategy, or direction, and making decisions on allocating its

resources to pursue this strategy.



- Describe the strategic objectives to achieve, and define the activities to

be undertaken to identify and assess different business opportunities


- Analyse the current situation of the company

and the environment




- Have knowledge of analytical tools and techniques used in strategic

planning such as: swot analysis, balanced scorecards and strategy maps,

growth-share matrix, etc.

-Utilize properly different applications and

management tools

-Integrate the results in the business

management.

- Be aware of the needs of the Plan of the organization of business

identifying needs, determining resources and establishing control

mechanisms for efficient and continuous operation of the small business.

- Plan the organization Plan

- Define the actions, procedures, responsible

and deadlines for ensuring fulfilment with the

strategic plan.

- Monitor work process to achieve the

plan of action of the company

- Know the regulations in force to management the Human Resources.

- Define the necessary task for human

resources management actions: hiring,

compensation, training, internal

-Manage human resources

(recruitment, outsourcing, etc.) of the

business, fostering communication,

40

communication.

motivation, teamwork, etc. ensuring

their involvement and achievement of

objectives.

Unit 2 Management

Manage the daily activities of the company and resources, based on business plan and the budget available to

ensure the sustainability of the company.

Perform administrative and economic financial management to operate the business taking in account the

regulation in force.



- Know the business plan, marketing plan*, etc., and the actions defined on

it, resources and available budget.

- Understand different ICT (computer, printer, scanner, Internet, email,

etc.) as well as specific management applications (management of supply,

stocks, .etc.) for the daily management tools.

- Know quality management systems, environment systems and

occupational health and safety systems, and its procedures.

*(this knowledge can be extended in LO Marketing in tourism)




management.

- Utilize different applications and

management tools.


and deadlines for the implementation of

quality management systems, environment

systems and occupational health and safety

systems.


- Manage the daily activities of the

company (purchase of raw materials,

storage, etc.) planning actions,

assigning resources and controlling

processes to optimize results.


management.

- Apply the rules of occupational

health and safety when necessary.

- Set (if necessary) quality

management systems and

environment systems in the company,

implementing and controlling the

41

necessary procedures.


- Know the different administrative procedures for setting up,

consolidation, etc.

- Know the administrative and financial rules applicable to business;

administrative steps, payments, accounting, etc.

- Identify sources of funding: own funds, grants, credits, ...

- Identify specific applications for administrative and financial

management.


- Analyze existing rules and procedures and

select those applicable to the business.


and deadlines for ensuring fulfilment with the



- Implement the business successfully

for both on the constitution and on the

consolidation.

- Perform the necessary

administrative and economic financial

steps to ensure the proper functioning

of the business in compliance with the

regulation in force (social security,

finance, etc.)

42


OUTCOME

THE BASICS OF MARKETING IN TOURISM

DEFINITION In this unit the student prepares him/herself for the implementation of tourism services. First s/he familiarises her/himself

with the competitive factors of marketing and concentrates on gathering knowledge on customers, products and services

S/he also learns how to price and productize customer-oriented tourism products, packages or services. In the marketing

communications of tourism services the student plans, implements and follows marketing communications measures in

tourism.



to have knowledge of the competitive factors of

marketing: product, price, availability

to conduct economically in various stages of

tourism services: taking into account what

makes up the price of tourism products and

services, and how s/he can actively influence

the outcome

to act independently according to the

demands of the situation towards

cooperation partners and in one’s own

working community, respecting the

individuality of customers and appreciating

his/her work and working community .

to present in order to be able to offer tourism

services of an enterprise and area and retrieve

information

to generate customer satisfaction: by listening

to and inquiring with interest after

customers’ experiences to forward the

feedback within the Enterprise

to assess the success of his/her own actions

and work at the different stages of action

to monitor sustainable economic and

environmental aspects as a competitive

factor in the enterprise or organisation

to have the knowledge of various customer groups

and seasonal variations in the tourism industry

To compile and prepare presentation


To act independently according to the

demands of changing situations by following

43

to report on the range of products and services material. vocational ethics

To know how to set the prices for products and

services: the student sets the prices for products or

services and assesses what makes up the price

To plan, assemble and set the prices for

tourism products or services for different

customer groups, offering various options

To assess his/her own work

To act independently and to be eager to learn

new things



To have the Knowledge of customers, packages and

services

To plan marketing communication measures

in tourism: the student plans and comes up

with ideas for marketing communications for

customer groups, in a team or in a joint

marketing organisation, or searches for new

resorts and customer groups

To monitor and assess suitable and

appropriate ways for executing marketing

communication measures for different

customers or customer groups

To write a small-scale Budget for marketing


To carry out marketing communication

measures.

To produce and distribute materials for

marketing communications measures

To utilize different customer surveys and

statistics

To act independently by presenting, selling

or marketing tourism packages or services in

different situations

44


OUTCOME

e-MARKETING

DEFINITION Build, manage and administrate one or more networks around the identity of the organization and / or its brand, creating and

maintaining stable and lasting relationships with potential buyers, customers, partners, collaborators, followers ...


Analyze our company, the market and potential clients/customers for our business and choose which are the most important

and suitable networks that can help us to increase the profit.





Plan):

- Planning of the Digital Communication: Structure

and functions, identifying opportunities and

SWOT analysis, market analysis, customers

analysis,..



- Networking: Alliances, networks relationships,.





Communication Plan (social networks and Web 3.0).




- Analyze current regulations affecting the business

and digital media (social networks and web 3.0).

- Design a valid and updated Digital Communication

Plan (social networks and web 3.0) specific for our

business and products.

- Integrate the digital communication (social



45


Implement the Company Digital Communication Plan in medium and long term to manage our business in social networks.



communication:

- Web 3.0

- Blogs




our company.











Communication Plan.


engines.


the aims and understanding what we can get from

each main network.




- Put the company/brand in the more known and

used search engines.



- Know Management Tools for digital communication.

- Know the actions defined in the Digital Communication

Plan for its implementation.

- Know how to organize the work, define tasks and assign

responsible people, and define execution time.


Communication Plan establishing tasks, responsible

people, deadlines and performance indicators.

Necessary tools for the implementation will be

designed.



maintaining and revitalizing the Social Networks and

- Perform the actions of Digital Communication Plan

(social networks and web 3.0) according to the

establish activities, deadlines, verification results,...

- Implement the working routine in our business to

manage the presence of our business in Social


46

web 3.0.


indicators used for assessing the degree of performance

of the established actions.

- Identify the media and tools designed for the verifying

process (assessment process).







- Redefine the Digital Communication Plan (Social

Networks and web 3.0) according to the obtained

results in the assessment.

47


OUTCOME

THE BASICS OF COMMUNICATION AND NETWORKING IN TOURISM

DEFINITION Undoubtedly networking is an essential strategy for business development and exploration. With this learning outcome

the student will be able to learn how to develop networking skills, through communication process (verbal, non-verbal,

electronic) and eventually to use networking activities as a critical success factors for a tourist company.





Exchange of thoughts, messages, or information, as by

speech, visuals, signals, writing, or behavior.

It is the process of sending and receiving messages or

transferring information from one part (sender) to

another (receiver).







interpersonal level and within a working group.




Types of communication: verbal, non-verbal, electronic

communication.


the medium chosen.





paragraphs for the purpose of communicating to

a person who is removed by distance, time, or










48

both

Brand Communication: what is it?

primary integrative element in managing brand

relationships with customers, suppliers, employees, the

media, channel members, government regulations and

community

ability to develop and maintain a long-term

relationship with their customers

ability to adopt relationship marketing

increase awareness and higher recall, in order to

customers will buy the brand which has the

higher recall

Is able to create strong communication links with

costumers

Is able to communicate by using social media and

especially twitter (dialogic communication

between companies and consumers/customers)

Unit 2 Networking


Definition of Networking and the means of networking. Knows how to approach effectively clients and

other related entrepreneurs/ companies in

Tourism sector.

Is able to develop his business networking plan

and strategy

Understand and define the ‘process’ of networking Evaluate and apply a wide range of networking

activities

Use networking for the success of the company

Networking using social media (LinkedIn, Facebook,

twitter)

Manage your social media network in such a way

to get high brand visibility.

Is able to organize networking events related to

tourism sector.

Is able to create discussion forums related to

tourism sector.

Farming mentality. Networking is like that. While there

are things you can do to make it go a little faster, it’s

still all about relationships and building trust. If you

push it too fast, you end up with networking vinegar

instead of a networking referral relationship.

Develop a networking team which is there to

keep an eye out for potential clients. If you

communicate exactly what type of client you’re

looking for, better and more qualified referrals

will result. This skill set is especially productive

Use your network. As you become more and

more visible in your business community, you’ll

develop credibility. People will recognize that

you’re here for the long haul, and you’ll begin to

receive quality referrals. So look for

49

when you’re meeting weekly with a strong-

contact network. The difference between trying

to say it all and focusing on one aspect of your

business each week is huge.

opportunities to make yourself more visible.

Think out of the box—be creative!

50

Annex 1 – Table for the description of the Learning Outcomes

NAME OF THE LEARNING OUTCOME Indicate the Learning Outcome (title)

DEFINITION Define the learning outcome in a quick and concrete way.

Unit 1 Definition of the learning unit 1


Description of the theoretical and/or factual knowledge that related to

the learning unit.

Knowledge is the body of facts, principles, theories and practices that is

related to a field of work or study.

Description of the Cognitive and practical skills.

Ability to apply knowledge and use know-how to complete tasks

and solve problems

Description in terms of Responsibility and autonomy.

Ability to use knowledge, skills and personal, social and/or

methodological abilities, in work, in study situations and in

professional and personal development.

Add as many row as you need

Unit 2 Definition of the learning unit 2



Unit …. Definition of the learning unit …



51

Annex 2 – Questionnaire for the external validation

ENTRETOUR

TOURISM ENTREPRENEURSHIP AS A LONG LASTING

MODEL

Questionnaire - External Validation of Learning Outcomes

A. Information about the evaluator

Name of the person

Field of work

Organisation

B. Which Learning Outcome (LO) is going to be validated?

If more than one Learning Outcome is going to be validated, complete one questionnaire per

Learning Outcome.

Soft skill: risk taking, creativity and resilience

Strategic management

Marketing

e-marketing

Networking and communication

(mark with “X”)

C. Complete the following questions

1. Is the LO important (or necessary) for improving the competences of entrepreneurs with

2 or more years experience? Is the LO helpful for the success of a business?

If no, please specify why

2. Do you think that the title reflects the content of the LO? If no, please specify why

52

Would you change this title? What do you propose?

3. Do you agree with the general description of the LO? If no, please specify why

4. Are the units included in the LO relevant? If no, please specify why

5. Do the units and contents help to achieve the objective of the LO? If no, please specify why

6. Do you consider 20 h enough time for each LO? If no, please specify why

7. Do you think something is missing regarding the contents of the LO? If yes, please specify what

8. Please, indicate some references (books, videos,..) related to the LO:

53

D. Complete if you have evaluated more than one Key Learning Outcomes (answer this

question only once)

Which other Learning Outcome have you validated?

Soft skill: risk taking, creativity and resilience

Strategic management

Marketing

e-marketing

Networking and communication

(mark with “X”)

Do you think there is a balance among the different LO? If no, please specify why

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