· Web viewAn example of an expectation or standard would be “On outcome 2.3 RA 55 Final Exam SLO: 1.1 SLO: 2.1 SLO: 2.2 Final exams in RA 55 contain questions related to entry-level

Recreation Administration Major Assessment Report

8/27/16

Please download this document and provide a response to each question in the appropriate section. Send your assessment reports to Dr. Angel Sanchez ([email protected]) in the Office of Institutional Effectiveness and copy Dr. Melissa Jordine ([email protected]). Please complete a separate report for each Bachelors and Masters program offered by the department.

1. What learning outcome(s) did you assess this year? List all program outcomes you assessed (if you assessed an outcome not listed on your department SOAP please indicate explain). Do not describe the measures or benchmarks in this section Also please only describe major assessment activities in this report. The G.E. Committee will issue a separate call for G.E. assessment reports.

SLO: 1.1SLO: 1.2SLO: 1.6SLO: 2.1SLO: 2.2SLO: 4.2SLO: 6.3SLO: 6.4SLO: 6.5SLO: 8.4SLO: 8.6SLO: 9.1SLO: 9.3SLO: 9.4SLO: 11.1SLO: 11.2SLO: 11.3

2. What instruments (assignment) did you use to assess them? If the assignment (activity, survey, etc.) does not correspond to the activities indicated in the timeline on the SOAP, please indicate why. Please clearly indicate how the instrument (assignment) is able to measure the outcome. If after evaluating the assessment you concluded that the measure was not clearly aligned or did not adequately measure the outcome please discuss this in your report. Please include the benchmark or standard for student performance in your assessment report (if it is stated in your SOAP then this information can just be copied into the report). An example of an expectation or standard would be “On outcome 2.3

RA 55 Final ExamSLO: 1.1SLO: 2.1SLO: 2.2

Final exams in RA 55 contain questions related to entry-level knowledge of the profession, its organizations, professional practices, and historical, theoretical and philosophical foundations. Average student scores on both fall and spring exams met the 70% threshold in relationship to these questions.

RA 135 Marketing PlanSLO: 4.2SLO: 6.5

The RA 135 marketing plan assignment requires students to apply class terms and concepts to an agency of their choosing. Over the course of the semester, eight individual chapters are assigned in detail, matching content from the text that guide students in their marketing plans.

RA 184 Intern Focus GroupSLO: 1.2SLO: 1.6SLO: 6.3SLO: 6.4SLO: 8.4SLO: 8.6SLO: 9.1SLO: 9.3SLO: 9.4SLO: 11.1SLO: 11.2SLO: 11.3

Focus groups were conduced in the fall of 2015 with students who had recently completed their intern experiences. Students were asked a number of questions that focused on their internship experience. A full report of intern responses were made available to faculty and staff.

3. What did you discover from the data? Discuss the student performance in relation to your standards or expectations. Be sure to clearly indicate how many students did (or did not) meet the standard for each outcome measured. Where possible, indicate the relative strengths and weaknesses in student performance on the outcome(s).

A review of assessment data was encouraging as the assignments scheduled in the SOAP results met the department benchmark threshold of 70%. More specifically, data showed the following:

RA 55—Average student scores on both fall and spring exams met the 70% threshold in relationship to these questions. The average of both courses on for assessment-based items on the exam was 78%.

RA 135—Of the students enrolled in 135 during fall and spring semesters 3 did not complete the course. The remaining 65 students scored an average of 81.8% on the marketing plan assignment.

RA 184—The intern focus group is conducted in the fall when the largest group of interns are enrolled. From this group the following

Students were able to make connections between programs they created during their internships and concepts and skills from class

Students were able to identify examples of adaptation made for programs as a general part of services

Students made many connections from skills learned in classes and those they used during their internships – themes included: Inclusion, Leadership, Teamwork

Students recognized examples of ethical situations that occurred during their internships and their abilities to practice professionalism

Students reflected on their internship experience as steps-into becoming a professional and beginning their careers

Students struggled to articulate sustainability measures at respective agencies. Overall reflections on the department were positive

4. What changes did you make as a result of the data? Describe how the information from the assessment activity was reviewed and what action was taken based on the analysis of the assessment data.

Of the three assignments/focus group used to measure the learning outcomes designated in the department SOAP, students were successful in meeting department benchmark of 70%. Additionally, focus groups provided useful insights into the current department curriculum in preparing students to be effective in industry positions.However, a full review of these results at the department retreat in October 2016 will result in possible changes to assessment measures and possibility course curriculum.

5. What assessment activities will you be conducting in the 2016-2017 AY? List the outcomes and measures or assessment activities you will use to evaluate them. These activities should be the same as those indicated on your current SOAP timeline; if they are not please explain.

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AY2011-2012 X X X

AY 2012-2013 X X

AY 2013-2014 X X X

AY 2014-2015 X X X

The department assessment timeline ended this past academic year. A new timeline will be discussed and decided upon at our department faculty retreat this fall.

6. What progress have you made on items from your last program review action plan? Please provide a brief description of progress made on each item listed in the action plan. If no progress has been made on an action item, simply state “no progress.”

The department’s last review was during AY 2013/14. The accreditation (COAPRT) self-study and site visit were completed and subsequently all outcomes were assessed. As part of the review several goals were made including:

1) Hold an annual faculty retreat to coordinate and analyze assessment dataA retreat for October 2016 is planned.

2) Increase number and diversity of facultyThe department was approved for a faculty search during AY 2016/17. The search will target a faculty member to assist in the community recreation emphasis and preferably and individual with CTRS to assist with the therapeutic recreation emphasis.

3) Increase frequency of course offeringsAfter the accreditation (COAPRT) self-study several courses, previously taught once a year, have been changed to two sections a year. These courses include RA 101, 128, 139, 179, & REC 86.

4) Continue to build field placement opportunities

Faculty continue increased the amount of offerings in their individual emphasis areas with at least two new relationships developed in CRYS, CREP, SEFM and TR. Additionally, a training event for service learning partners was offered.

5) Increase alumni outreachStudent/alumni networking event each spring continues to be offered in partnership with majors club. Outstanding Alumni award continues to be given annually. Faculty continue to be encouraged to connect with faculty when traveling. Continue encouragement to faculty to utilize RA Facebook Fan page to maintain and grow alumni connection.

Additional Guidelines: If you have not fully described the assignment then please attach a copy of the questions or assignment guidelines. If you are using a rubric and did not fully describe this rubric (or the criteria being used) than please attach a copy of the rubric. If you administered a survey please attach a copy of the survey so that the Learning Assessment Team (LAT) can review the questions.

Included are the RA 55 final exam, RA 135 marketing plan and grading rubric, and the RA 184 focus group questions.

RA 55 Final Exam

1. The origins of the United States’ community parks and recreation can be traced to: a. The dustbowl migration b. The industrial revolution c. World War II d. The great depression e. The civil war

2. What was the purpose of early parks and playgrounds in the U.S.? a. To give children a safe place to play. b. To provide workers with the opportunity to refresh themselves for work. c. To teach adults useful skills. d. All of the above. e. None of the above

3. ______________ is considered America’s most famous naturalist and conservationist; he has been called the “father of our national parks.” a. Fredrick Olmsted b. John Muir c. Gifford Pinchot d. Stephen Mather e. Teddy Roosevelt

4. __________________ was the first national park in the U.S. a. Grand Canyonb. Yosemitec. Evergladesd. Yellowstonee. Zion

5. Identify three dimensions of leisure.

a. State of mind, recreational activity, freedom b. State of mind, play, freedom c. Recreational activity, play, freedom d. Play, freedom, benefits e. state of mind, freedom, benefits

6. Making contacts and establishing relationships with professionals in the field is known as:

a. Joining a national associationb. Networkingc. Job shadowingd. Credentialing

7. The leisure service delivery system includes which of the following? a. Non-profit b. For-profit c. Specialized organizations d. All of the above

8. ______________ can be described as businesses that generate income from their clients that is adequate to pay for all expenses, and still produce a profit: a. Enterprises b. Entrepreneurs c. Franchises d. Operations

9. An agency which demonstrates charitable nature and/or an important contribution to the community may qualify for _______________________ status. a. public entity b. I-9 recipient c. 501C-3 d. W-2 exempt e. RA faculty approved

10. Which of the following is true about commercial recreation:a. to qualify as commercial recreation, all businesses are required to have at least 25 employeesb. it affects the smallest number of peoplec. it is slower to respond to trends than public recreation d. the primary goal is to meet the needs of everyone in the communitye. businesses are only as limited as the imagination of their owners

11. Which is not a reason new business starts in the recreation and leisure area fail?a. Lack of knowledge and requisite dedication, skills, or experience b. Some leisure activities fall in the category of “fads” and fade quickly c. Specific activities can peak and slump rather quickly d. Outdoor recreation, watershed, timber, range, wildlife, and fish values

12. Which of the following has been the primary philosophical debate in the history of recreational therapy?a. Ability vs. disability b. Nature vs. nurture c. Professionalism vs. volunteerismd. Leisure-focused vs. outcomes-focused

13. Which of the following organizations provides a national-level certification for recreational therapists?a. ATRA b. NART c. NCTRC d. NTRS

14. How often must recreational therapists become re-certified?a. Every year b. Every two years c. Every three years d. Every five years

15. Professional organizations in recreation therapy date back to:a. 1910 b. 1949 c. 1984 d. 1990

16. Which piece of legislation prompted facilities and communities to become more inclusive of people with illnesses and disabilities?a. Americans with Disabilities Act b. Disability Inclusion Actc. Individuals with Disabilities Education Act d. Rehabilitation Act 17. Which of the following is an example of a campus recreation program?a. Fitness program b. SCUBA trip c. Concert d. All of the above

18. Which of the following is not an aspect of outdoor recreation in a campus environment?a. Mountain biking programs may be offered b. Programs cannot be offered unless in-house campus recreation staff has technical expertise c. Staff should have training in first aid d. Risk management should relate to the chosen outdoor recreation activity

19. Which of the following describes the current state of campus recreation facility construction?a. It is decreasing. b. It has remained steady. c. It is growing. d. The rate of growth is unknown.

20. Which of the following statements is true?a. The rate of building campus recreation facilities has decreased over the past 20 years. b. Campus recreation is not co-curricular. c. First-year orientation programs might include outdoor recreation opportunities. d. Getting work experience in campus recreation is difficult.

21. In 1852, what was the first extramural event occurred between Harvard and Yale that still goes on today?a. Basketball b. Rowing c. Football d. Chess

22. The roots of sport management historically can be traced back to:a. Organized outings during the industrial revolution. b. The modern Olympic Games. c. Roman sports in the ancient world. d. Growth of professional sport leagues and tournaments.

23. Sport management draws on a variety of academic disciplines to frame its body of knowledge. This makes sport management:a. An interdisciplinary profession. b. Mainly a business-oriented major. c. Primarily a graduate degree program. d. None of the above.

24. The four main job emphases in sport management are:a. Recreational sport, finance, social welfare, and fitness. b. Intercollegiate athletics, sporting organizations, professional sports, sport management and marketing firms. c. Public sector, not-for-profit sector, commercial sector, professional sector. d. Sport business, sport programming, resources/venues, athlete/player development.

25. Jobs in recreational sports, youth sports, or sport event management tend to fall primarily into which of the four main career areas?a. Sport business b. Sport programming c. Resources/venues d. Athlete/player development

26. Jobs in intercollegiate and interscholastic athletics may be found in which of the following settings?a. Individual schools and colleges b. Leagues or conferences c. State and national trade/professional organizations d. All of the above

27. Why are special events “special”?a. The non-routine nature of the event b. The event is the only one of its kind c. The event only happens once a year d. The quality of the event is more high end

28. Intimate knowledge of demographic and lifestyle trends are important to the event and meeting planner because:a. Event planners need to know who their clients are. b. You will be prepared to seek opportunities in periods of change. c. They impact attendance at networking events. d. The APEX requires event and meeting planners to comply with trends in the industry.

29. The five things that are changing the shape of the event and meeting industry are:a. Creativity, accountability, sustainability, inclusion, and technology. b. Creativity, accountability, sustainability, technology, and ROI. c. Creativity, networking, sustainability, inclusion, and technology. d. Creativity, networking, communication, inclusion, and technology.

30. The event industry term DMC refers to:a. Dallas Metro Challenge, a world-famous urban triathlon. b. Domestic Meeting Conference, an industry trade show. c. Destination Management Company, a type of event/planning firm. d. Destination Meeting Collaborative, a group of meeting planners.

31. Incentive travel firms typically design and implement travel events to hallmark sporting events or popular destination areas to recognize employee performance in _______.a. Education b. Entertainmentc. Government d. Sales

32. Which element is considered to be the single most important determinant of success in the event planning field?a. A certificate b. Education c. Experience d. Membership in a professional association

33. What is CMP, an industry term, an abbreviation for?a. Certified Membership Planner b. Complete Meeting Protocol c. Certified Meeting Professional d. Corporate Member Performance

34. Which position on a cruise ship is similar to a front desk agent in a hotel?a. Steward b. Purser c. Cruise director d. Shore excursion agent

35. What type of lodging facility is most likely to offer planned recreational activities?a. A bed and breakfast b. A resort c. A motor inn d. None of the above

36. The ___________________ is responsible for forecasting future demands, and setting pricing strategies for a hotel.a. Controller or accounting manager b. Front office manager c. Revenue manager d. Sales manager

37. The main job of this restaurant employee is to assist the wait staff.a. Dining room attendant b. Chef c. Host or hostess d. Housekeeper

38. Which heavily government-controlled hospitality industry has great potential for growth?a. The lodging industry b. The cruise industry c. The gaming industry d. The restaurant industry

39. What airline pioneered space tourism?a. United Airlines b. Southwest Airlines c. Virgin Airlines d. Air France

40. Travel and tourism contributes significantly to:a. Economic growth. b. Community development. c. Environmental conservation. d. All of the above.

41. In travel and tourism terminology, what does DMO stand for?a. Department of Meeting Organizations b. Destination Management Organizations c. Department of Meeting Operations d. Destination and Meeting Officers

42. Social concern for responsible tourism practices has resulted in the emergence of what kind of tourism?a. Business tourism b. Sports tourism c. Green tourism d. All of the above

43. ______________opened the door to the general population by championing our national parks and monuments and encouraging the general population to visit them and participate in outdoor activities.a. Outdoorsmen b. Theodore Roosevelt c. Middle class d. Ultra wealthy

44. Which organization provides training in the commercial diving and snorkeling field?a. PADI b. ACA c. PIA d. ACA

45. ______________ is the total amount of money a business receives from its customers for its products and services.a. Revenue b. Income c. Expenses d. Profit

True or False46. Due primarily to improved medical treatment, the “length of stay” in acute care hospitals has declined in recent years.True False

47. Generally, NTRS is more leisure-focused than ATRA.True False

48. Campus recreation programs are primarily about sport.True False

49. Campus recreation benefits a school by enhancing the recruitment of students.True False

50. Salaries in entry-level sport management jobs are typically higher than other entry-level

positions in education, general sales, marketing, or the social sciences.True False

RA 135 Marketing Plan Assignment

Purpose

The purpose of this assignment is to provide you the opportunity to complete a marketing plan for an organization of your choice. Choose an agency from one of the following sectors -- recreation, tourism, non-profit or hospitality -- that could benefit from a marketing plan. The project will be written as if you were a professional marketer/consultant hired by the organization you choose.

Format

The marketing plan will be broken down into eight chapters assigned over the course of the semester, each with individual elements reflecting marketing concepts and principles discussed in class. Chapter topics and concepts will follow the text and will be described in detail in class on a weekly basis.

Your final project will be presented according to department writing requirements:

1. Font style: Times New Roman2. Font size: 12 point font3. Spacing: Double space 4. Margins: Standard 1” margins5. Cover page: Include the title of the assignment, your name, class title, instructor name,

and date.6. Table of contents (if applicable): Include major headings and page numbers 7. Page numbers: Include page numbers. Be sure that these correspond to those listed in the

table of contents. 8. References and in text parenthetical citations: Use APA form and style (Publication

Manual of the American Psychological Association, Fifth Edition American Psychological Association) http://www.apastyle.org/pubmanual.html

http://www.csufresno.edu/library/libraryinformation/libraryinstruction/for_students/guides_bibliographies/apa.pdf

In addition to the guidelines listed above, make sure to address each item in the assignments, start chapters a third of the way down a new page, and separate blocks of text with bold, descriptive headlines matching the headlines in the assignments.

Your final project must be checked carefully for spelling and grammatical errors, professionally bound and include the following:

Title Page – includes name of project, your name, date, instructor’s name (spelled correctly), class name and number, and a graphic/logo/photo representing your agency.

Table of Contents – includes all required assignments and their corresponding page numbers.

Executive summary – one page, double-spaced summary of your project, written formally (not in list form), summarizing the main points of your project.

Chapter 1: Introduction

Introduction

Identify and describe your organization.

Identify the segment of the hospitality, non-profit, tourism, recreation or travel industry that includes your organization.

Describe why you chose this organization and industry. Include any personal involvement and/or work history within this industry.

Program/Facility Analysis

Describe in detail the primary programs/services/products your organization provides.

Describe key features and attributes, and any needed improvements/updates.

Agency Contacts

Describe the agency contacts you will be working with – their respective positions and areas of responsibility and your relationship with each individual.

Understanding the Organization

Describe your organization’s mission and what it means. Include the text of the mission statement if one is available. If one is not available, formulate one in your words, based on the information given to you by your agency contact.

Chapter 2: Organizational Assessment

External Environment

Describe an economic/political factor influencing your organization, and the possible effects of this factor on your organization and potential market.

Describe a socio-economic trend influencing your organization and potential market.

Describe a technological trend/change that may affect your organization.

Competition

Describe the top two competitors for your organization. Create a competitive grid (see example) displaying information on your organization and its competitors. Include the main products/services they provide, geographic proximity, strengths and weaknesses, and current promotions and prices.

Competitive Grid for Kings River Expeditions

Location Strengths Weaknesses Promotions Prices

Your agency

Competitor 1

Competitor 2

Ideas to “Borrow”

Analyze your agency’s competition and identify a benefit/service/product a competitor offers that your organization might consider offering – something a competitor does more of, or a better job of – anything your organization might ”borrow” in the future to improve service or products.

SWOT Analysis

Describe your organization’s primary strengths, weaknesses, opportunities and threats. Write this information formally – not in list form.

Situation or Feasibility Analysis for new Opportunity

Identify an opportunity for your organization. This can be an area of potential growth or future profitability.

Determine if a situation or a feasibility analysis is necessary and briefly describe the necessary steps as they relate to the opportunity you identified.

Chapter 3: Marketing Research

Market Research

Describe your organization’s market research efforts (if any).

Describe primary and secondary research methods that may be effective in collecting marketing research for your agency. Provide a recommendation based on what you have learned about this topic.

Market Segments

Complete a market segmentation analysis for your organization, using three or more or the segmentation variables described in class. Based on this analysis, identify a minimum of four market segments available to your organization.

Describe the difference between a market segment and a target market. Now describe the top two target markets for your organization and a justification for each.

Provide a recommendation based on what you have learned about this topic.

Competitive Differentiation

Define competitive differentiation. Describe in detail the specific features/services offered/products/benefits, etc., differentiating your organization from its competitors.

Chapter 4: Marketing Goals and Objectives

Organizational Goals

Identify and briefly describe one short-term (within one year) and one long-term (one to five years) organizational goal for your organization. Identify two additional objectives for each goal.

Marketing and Sales Objectives

Describe marketing and/or sales objectives for the next period (preferably the next calendar year). Address each of the traditional four “P’s” and all of the elements of the promotional mix.

When describing objectives, use the requirements of marketing objectives found in the text:

1. Target-market specific

2. Results oriented

3. Quantitative

4. Time specific

Objectives can be stated in a variety of ways. Some examples include:

number of participants

percentage of market share

percentage of growth

market penetration

profitability

individual and/or overall sales

Product/Service Life Cycle

Describe your organization’s primary products/services as they relate to the product/service life cycle discussed in class.

Are any of these products/services out-of-date, obsolete, not generating a profit, inefficient, etc.?

Provide a recommendation based on what you have learned about this topic.

Chapter 5: Branding and Channels of Distribution

Brand Name and Brand Mark

Describe the origin and components of your organization’s brand name and brand marks and provide an example.

Brand Name and Brand Mark Critique

Identify ways to improve the words, graphics, look and feel of your organization’s brand name and brand mark.

Brand Equity

Describe brand equity. Describe efforts by your organization to build brand equity.

Provide a recommendation based on what you have learned about this topic.

Evaluation of Website

Analyze your agency’s website. Determine if the site is: current, relevant, grammatically correct, user friendly, easy to navigate, and/or entertaining. Does the site build brand awareness? Provide enough information? Are there features on the site that are interactive and/or attract repeat visits? Does the site pop up on the first page of popular search engines?

Compare your agency’s website with the two primary competitors’ websites.

Provide recommendations/suggestions based on your website analysis.

Evaluation of Social Network

Analyze your agency’s social network. Does the agency have a Facebook page/presence? If yes, describe how the page is managed (passively, actively, daily, monthly, etc.). Describe how content is fed into the page.

Does the agency have a YouTube channel? Flickr? Twitter?

Channels of Distribution

Describe your organization’s channels of distribution. How do products/services flow from point of origin to consumers? Is this a direct or indirect channel of distribution?

Describe the different entities (if any) that take title to the product before it reaches consumers/clients.

Where applicable, describe the travel trade intermediaries involved.

Provide a recommendation based on what you have learned about this topic.

Chapter 6: Customer Service and Human Resources

Customer Service

Describe your organization’s efforts to maintain/improve customer service. Describe training methods and organizational culture as it relates to customers and service quality. Describe the process for handling customer complaints/incidents. Describe your organization’s empowerment strategy for employees.

Provide recommendations based on what you have learned about these topics.

Human Resources

Describe your organization’s recruiting, hiring and training program. Describe the new employee orientation and training process and methods for rewarding and recognizing outstanding employees.

Provide a recommendation based on what you have learned about this topic.

Chapter 7: The Promotional Mix

Advertising

Describe the 11 steps necessary for effective advertising.

Describe advertising objectives and strategies for your organization as they relate to the 11 step program discussed in class.

Describe how ads are created for the organization (in-house? ad agency?) and provide examples of ads/flyers the organization has used in the past (these can be included in the appendix of the final project but make sure you reference them in the Table of Contents).

Describe organizational efforts to measure the effectiveness of advertising.

Provide a recommendation based on what you have learned about this topic.

Sales Promotion and Merchandising

Describe any sales promotion objectives, strategies and activities used by your organization.

Describe any merchandising techniques used by your organization to stimulate sales or increase participation.

Publicity and PR

Describe the organization’s efforts to generate favorable publicity.

Describe daily/weekly/monthly activities designed to enhance public relations.

Does the agency cultivate media contacts? Have a PR firm on retainer? Issue regular press releases?Provide a recommendation based on what you have learned about this topic.Press ReleaseUsing your organization’s letterhead, write a press release using the guidelines below (samples on following pages):

1. Start with a great headline

2. Include something newsworthy and interesting, not just promotional material

3. Include all necessary contact information

4. Keep it short – no more than one page

5. Make sure it is typed, double-spaced, spell-checked, and printed on company letterhead with a good quality printer

6. Answer who, what, where, why and when

7. Provide supporting text and images

Chapter 8: Marketing Activities Timetable and Budget, Conclusions and Recommendations

Marketing Activities Timetable and BudgetCreate a table. The horizontal rows will be time periods (can be months or quarters for the upcoming year). The columns will be: description of activity, assigned to, and approximate cost.

Complete the table by adding all of the significant marketing activities the organization has planned for the upcoming year. Include a cost estimate for each marketing activity and a “Total Cost” section.

Conclusions and RecommendationsDescribe (in paragraph form) conclusions and observations you have made about your organization.

Describe (can be bullet-pointed) marketing-related recommendations for your organization, and a brief justification as to why you are recommending each activity.

Include all of the recommendations you have made in previous chapters.A list of ideas for recommendations is included at the end of this assignment.

Additional pages necessary to complete your final projectInclude the following pages to complete your final project:

Title Page – includes name of project, your name, date, instructor’s name (spelled correctly), class name and number, and a graphic/logo/photo. Table of Contents – includes all of the items from the eight chapter assignments and their corresponding page numbers.

Executive Summary – One page, double spaced summary of your marketing plan. Includes a brief overview of your organization, a review of the marketing-related situation, and a summary of your conclusions and recommendations. Executive summaries are written formally – not in list form – and included right after the Table of Contents.

Appendix -- The appendix can include a copy of the ad and the press release you created for your organization, and any additional materials to support your marketing plan. Create a descriptive page for each Appendix item.

Final ProjectWhen you have assembled your entire project (after making content and grammatical corrections), take it to a professional copy center and have it spiral bound with a clear vinyl cover and a solid black or navy blue back. You may want to make an extra copy for your organization.

Ideas for Marketing Activity RecommendationsThe following list provides ideas for marketing activity recommendations to be included in Chapter 8: 1. Product/service Suggestions for improvement? Stage in life cycle considered? Product/service positioned correctly? Competitive differentiation factors?Customer service training necessary? Employee uniforms and attire appropriate?Condition of facility, atmosphere, layout, maintenance?Do they practice any sort of service quality management?Any products/services obsolete, inefficient?

2. Price Prices keeping up with inflation? Good value to customers? How do prices compare with competition?Family/special group pricing?

3. Place Are products/services easy to find/purchase/use? Is facility well-managed/maintained?

4. PromotionDoes the organization have marketing, sales or promotional objectives? Do they design promotions to meet objectives?A. Advertising:

1. Is ad design, message, timing and schedule effective? 2. Are ads evaluated? Appealing to right markets?3. Is appropriate media used? 4. Do ads factor in geo/demo-graphics? 5. Other market segments considered for ads?6. Website: Do they have one? Can it be improved? Is it interactive, listed effectively with search engines, marketed effectively?

B. Sales promotions: 1. Do they use any?2. Are they evaluated/effective? 3. Promotions used by competitors? 4. How about newsletters, yellow pages or coupons?

C. Publicity: 1. Press release considered? PSAs?

D. Personal selling: 1. Trade shows effective? 2. Sales force effective?

Other things to consider:toll free numberfree catalogs/info

sales collateral: logo, image, brochures, business cards, letterhead, uniformsmarketing researchcustomer surveysHow is the phone answered?Situation analysis? SWOT written down?Strategic/cooperative alliances? Clear mission statement and vision of the future?Long-term plans?Solid core values?Plans to deal with any potentially damaging economic/political factors?

Scoring Rubric for Marketing Plan

The paper is worth 200 points (28.5% of the total points for the class). The scoring rubric is as follows:

4. Strong 3. Capable 2. Developing 1. Limited

Content

60%

Thoroughly and clearly addresses each element of assignments, accurately applying concepts to agency.

Addresses each element of assignments but with Outlines 4 goals with some steps and deadlines.

Addresses each element of assignments but lacks depth/detail.

Missing elements of assignments. Elements not clearly defined or applied to agency.

Research

10%

Thoughtfully references agency contacts and sources.

Agency contacts and outside sources referenced regularly. Attempts made to credit specific information to respective source.

Agency sources/outside references mentioned sporadically with no specific tie-in to information presented in paper.

Vague or no reference to agency contacts or outside sources.

Clarity

10%

Assignment elements spelled out clearly, paper outlined properly.

Assignment elements are clear, but at times too general. Paper lacks sub-headings to match assignments.

Information lacks clarity. Individual elements do not follow assignments. Paper lacks headings, sub-headings.

Information not organized, hard to follow.

Grammar/

Mechanics/

Formatting/

Timeliness

20%

Paper is grammatically and mechanically correct and follows assigned format, less than one spelling error per page.

Paper is spell/grammar checked and reads well but is outside format guidelines in assignment, fewer than 2 spelling errors per page.

Paper contains some spelling/grammatical errors, sentence fragments, run-on sentences, and errors in possessives. Two to three spelling or grammatical errors per page.

Paper needs considerable help grammatically: run-on sentences, several agreement errors, comma splices, or errors in possessives. More than three spelling/grammatical errors per page.

Intern Focus Group

1. Explain your personal and your professional philosophy of leisure and recreation. How has your internship helped to shape your philosophy?

a. Explain the influence of the natural environment on leisure behavior.

2. Explain at least two classical and current theories of leisure behavior.

a. How do these theories contribute to human growth and development?

b. Which to you see as most applicable to your internship setting?

3. Describe a recreation program you have conceptualized, developed and implemented during your internship. What 2-3 key lessons did you learn?

a. Describe how you were able to assess need and design an appropriate program.

b. Describe how you were able to implement the staff supervision principles and procedures you learned in the RA program.

c. Describe how you were able to implement the evaluation principles and procedures you learned in the RA program.

4. Describe 2-3 examples of how you have adapted programs, services, facilities and equipment to optimize leisure opportunities for your consumers.

5. Describe opportunities you have had during your internship to implement principles and procedures you learned in the RA program related to planning, development, design and maintenance of service areas and facilities.

a. How have you been able to apply the concepts of sustainability to your programs and facilities?

b. Explain why environmental ethics are important.

6. Describe how you apply ethical principles in your various duties as an intern. Describe how you exhibit your professionalism during your internship.

7. Describe the career plan you developed in RA 180. How has that changed as a result of your internship?

8. Reflections from the RA program

a. What do you identify as the 2-3 most valuable lessons learned during your RA courses?

b. What additional curricular content would you like to see included in RA coursework?